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Customer-perceived value constitutes at the core of competition of brands. This analysis is done in light of the case between Apple and Samsung over customer perceived value (CPV) on brands among the students of Japan and Bangladesh. Therefore, the main research question of this study is to compare brand preferences between Apple and Samsung among students of two countries. This study is followed by quantitative research approach. Both primary and secondary data were used in this research. Primary data were obtained through structured questionnaires given to respondents for in depth interview. Data were analyzed using statistical software: SPSS. The research result revealed that the brand loyalty is high among Apple users; hence Apple has a strong brand preference over Samsung among the students of Japan. In contrast, brand loyalty is high among Samsung users in Bangladesh since it has a strong brand preference over Apple because of open-sourced Android operating system and cheaper price of the product. The study has shown that the customer perceived value of Apple is higher than that of Samsung. The study also found that the brand image of Apple was relatively better as compared to that of Samsung in most of the traits studied especially in quality, price, operating system, and after sales service. This paper provides a comparative analysis on customer perceived value on brand of two giant smartphone companies and through this analysis it can be concluded that at present Samsung is the best brand for smartphone users in Bangladesh, in contrast, Apple is the leading brand in Japan to smartphone users. Keywords: Customer-Perceived Value, Brand Dentity, Value Chain, Competitive Analysis, Smartphone

Customer-Perceived Value on Samsung and Apple Smartphone: A Comparative Study on Japanese and Bangladesh University Students