The paper focuses on consumer behavior as a dynamic process that studies consumers and their views on product and services. The consumer profiling process is conducted to discover the needs, desires and attitudes of each individual consumer, which results in the creation of individualized approach that defines different cultural, psychological, social and personal factors that influence the creation of a unique consumer profile. In the consumer’s everyday environment there is a variety of information about products and services and incentives to buy, which results in a response from the consumer depending on how he perceives those incentives, therefore perception becomes an individual process because each consumer responds differently to the same environment. Marketing professionals pay great attention to the process of perception because it is a prerequisite for the desired behavior of potential and existing consumers, which emphasizes the importance of studying this topic by experts and scientists, which is proven and argued through the literature and scientific publications used in this paper. Consumers' perceived value is considered as one of the most influential measures of consumer satisfaction and loyalty, which is reflected in the re-purchase of an identical product or service whereby all negative experiences associated with a previous purchase are forgotten. The goal of every business is to provide value for the product and to meet, or exceed, the customer's expectations, thus building a relationship with its customers, which in the future can result in customer trust and loyalty. A primary study was conducted in the paper to prove the level of loyalty of the Zara brand with respect to satisfaction with the value of the product delivered.