This study was performed to find out the factors that affect the perceived value of the customers when they purchased at Metro Nha Trang supermarket. Research data were collected from direct interview with 270 customers with convenience sampling method. By using Cronbach alpha reliability analysis, exploratory factor analysis and analysis of multiple linear regression showing that the perceived value is affected by 5 factors: "emotional response ", "perceived quality ", "reputation ", "monetary price" and "behavioral price". Among of which, the "behavioral price" has a strongest effect on the perceived value of the customers. This study also showed that there is no different perceived value among different customer groups verifying by sex, ages, occupation, study level and income.