According to the Oxford Advanced Learners Dictionary, the
word proposition means “an idea or a plan of action that is suggested.” () In
modern business terms, the word proposition, with its root word propose, means
to offer a product, service, or an idea. 
Consumer Value Proposition, in particular, entails proposing or
determining a certain consumer value of a product or a service such that one
can objectively and successfully determine the reason why a product or a
service be consumed by the end user and what does that end user stand to gain
from its consumption. According to Cindy Barnes, a value proposition is a
“clear, compelling and credible expression of the experience that a customer
will receive from a supplier measurably value-creating offering”. ()


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