Introduction In business, ‘Customer Value’ refers to the entire benefits attained by a customer against costs incurred to acquire a particular product. This incorporates the total costs offered by the market compared to those of the other competing offers (Pride & Pride 2010, p.45). Customer value can also be described as the perceived preference of a customer and his or her assessment of the attributes of different products, performance of the concerned attributes, and the consequences that could arise from the usage of these products. The usage of these attributes inhibits the achievement of the intended purposes and goals (Lamb 2011, p.34). There are five main elements of customer value. The first value depends on the expectations and perceptions of customers. Not only do different customers have different expectations and perceptions but also preferences. In addition, the expectations and perception of a particular customer might change over time. Value assessment also necessitates the process of evaluation which can also be quite personal. Another element is that different customers evaluate different attributes of products, their performance and the performance consequences. In addition, value can also be situational. And finally, the concept of customer value is related to the objectives as well as the gratifications of a customer. Issues that marketers may face while making an effort to operationalize the concept of customer value In marketing, a company should produce valuable products to satisfy vast customer segments (Peppers & Rogers 2010, p. 62). Concurrently, customers should be able to pay enthusiastically for the value provided. This will make the concerned business to evaluate its opportunity costs. There are numerous ways in which different businesses create customer value. However, marketers must consider customer’s demands in order to deliver the best ‘Customer Value’. Most marketers find it really tricky to estimate the evaluation value. For some customers, a particular attributes of a product is more important than anything else. For example, a costly product in the market might be perceived as having a higher value to customers (Ferrell & Hartline 2008, p. 24). Nonetheless, this might not be the case when considered critically. They offer numerous benefits than the expenses involved in acquiring them. Other customers possess their specific needs. A product regarded by others to have a lower quality could be of a higher value. For example, some companies manufacturing clothes try to make them artificially look old. For instance, before a ‘Denim Jeans’ is sold to customers, it could be cut and made to look as if it is old. Actually, most customers are ready to pay higher amount of money for a single pair of denim jeans appearing to have been worn before. However, to other individuals, the notion of paying for clothes that have been ‘aged’ artificially is just irrelevant. According to them, these pair of artificially aged Jeans should cost less as compared to their higher prices. This illustrates that customer value depends on the individual perception of the customer and varies from one person to the other. Another issue that marketers are likely to face while executing th