It is a fact that creating value for customers - in the eyes of the customers - is a very important source of competitive advantage. So far no researchers have analysed or defined what retail chains mean by value. Therefore, we propose a definition of 'retailer value' built on a solid theoretical background. The laddering method and means-end chains theory are used to study retailer value as perceived by buyers of pork products in Denmark and Germany. The study revealed that it is possible to analyse what the retail buyers really want to achieve by certain attributes, and what the difference in values implies. Both issues are relevant to the development of the retail buying behaviour theory. The results also suggest ways for a manufacturer to improve his marketing and product development to accommodate the demands of the retail buyer in order to gain access to the consumer market.