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The paper seeks to fill a research gap that concerns empirical studies on value‐based pricing in durable consumer goods. It aims to analyse the relationship between value for the customer and market prices in the washing machines market.

The customer value of a sample of 129 washing machine models is assessed through the conjoint analysis technique. It is then compared through a regression analysis to the market prices of the products.

The regression analysis reveals that the alignment between price and value for the customer is limited (only one of the two subsamples presents a positive dependence among the variables).

The study lacks explanatory power about the reasons for the misalignment between price and customer value in the investigated sector. The results, moreover, refer to a specific product category …