One of the ways a company like Caterpillar could increase the customer-perceived value of an offer, relative to a competitor like Komatsu, is to increase the total customer benefit by improving psychological benefits of its product, services, people, and/or image.

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By improving the psychological benefits of its product, services, people, and/or image, Caterpillar can increase the customer perceived value of its offer relative to Komatsu. This can increase the total customer benefit, which includes not only the product's functional benefits but also the emotional and psychological benefits associated with using it.

One of the Ways a Company Like Caterpillar Could Increase