This research proposal aims to evaluate the impact of customer perceived value on customer satisfaction and loyalty in the food industry of Hong Kong, specifically focusing on Ameyokocho stores. The study will analyze the factors influencing customer satisfaction and loyalty, such as food quality, service quality, and pricing. The research will also identify strategies used by Ameyokocho stores to enhance perceived value and recommend methods for delivering valuable products to customers. The study is important to understand the role of customer perceived value in the competitive food industry of Hong Kong.