Sahar Hatami - Department of business management, A Non-Profit,Non-Govermental Educational Institute,Tabarestan,Chalous,Iran
Mohammad Javad Taghipourian - Department of management, Islamic Azad University, Chalous branch, Chalous, Iran

The current research aims to investigate various factors that influence consumers’ intention of buyingforeign products. One of the most common approaches undertaken by marketers in gaining anunderstanding about consumers’ actual behavior is through studying their intentions. the termintention is defined as the antecedents that stimulate and drive consumers’ purchases of foreignproducts and services. Value creation is widely discussed in the practitioner literature and is often apart of organizations’ mission statements and objectives. It is seen by many commentators as the keyto long-term success. the only thing that matters in the new world of quality is delivering customervalue. Despite this emphasis, little research has addressed the value construct itself and there is nowell-accepted value measure. three distinct, value dimensions emerged that were termed emotional,social, functional(quality/performance and price/value for money. Marketers consider just thefunctional value while, other values, such as emotional and social are important. purpose of this studywas to investigate Consumer’s perceived value, The Forgotten Variable by Entrepreneurs On ThePurchase Of Foreign Products, which investigated the impact of its three dimensions: emotional value,social value, functional value. It is expected that the perceived value of the consumer will have asignificant effect on purchase of foreign products.

Consumer’s perceived value, Emotional Value, Social Value, Functional Value