Customers’ perceptions of product value is sophisticated process. Similarly as a buying decision, estimation of product value in the market depends on some groups of factors connected with product, customer and market environment. Basic groups which determinate customers’ perception of the product value are: individual factors (needs, personality, attitudes), social factors (family, stereotypes, social groups), situation factors (place of purchase, timing, presence of other person), economic factors (prices, incomes). There are made marketing researches based on students’ segment. Its purpose was to estimate which factors determinate the value of some products: chewing gum, beer, convenience food, fruit juice.