An Investigation of Values: Laddering with Cosmetic Products Consumers

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MORADI SEDIGHEH; MOHAMMADI ESFANDYAR; Shiri Ghasem Ali; Porashraf Yasanollah

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2018 | Volume:10 | Issue:2 Page(s): 441-460

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Title

An Investigation of Values: Laddering with Cosmetic Products Consumers

Author(s)

MORADI SEDIGHEH | MOHAMMADI ESFANDYAR | Shiri Ghasem Ali | Porashraf Yasanollah | Issue Writer Certificate

Keywords

AttributeQ2

benefitQ1

Cosmetic productsQ1

Laddering techniqueQ2

Meansend chainQ1

ValueQ2

Abstract

Identifying the customer's Values, needs, and goals is one of the key issues affecting successful marketing. Cosmetics products are of utmost importance among business sectors that have attracted the attention of companies. The purpose of this study is to identify the behavior of consumers buying hair color in Kermanshah city using a Laddering technique. This research is applied in terms of goals and is qualitative and exploratory as regards with the methodology. The data were collected using interviews. The statistical population consisted of 30 customers of Kermanshah cosmetic labors who have been selected based on targeted method and interviewed afterwards. The Laddering technique chosen for this research was straightforward technique. This means that, in reviewing customer purchasing behavior, at first, the essential characteristics of the product (hair color) for the customer were obtained, then the product benefits associated with those characteristics were extracted, and ultimately the instrumental and ultimate Values regarding the purchasing of the products were analyzed. In order to identify the ultimate Values of consumers, the Rokich endpoint and instrumental Value checklist has been used. The findings of this study showed that “ beauty” , “ health” , “ financial security” , “ self-esteem” and “ happiness” are the most important Values among consumers of color products, respectively. In addition, “ cost-effectiveness” , “ unrepeated use of hair colors” , “ less damage to skin and hair” , and “ high shelf-life, softness and shining characteristics” were among the most important benefits to the consumers.

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APA: Copy

MORADI, SEDIGHEH, MOHAMMADI, ESFANDYAR, Shiri, Ghasem Ali, & Porashraf, Yasanollah. (2018). An Investigation of Values: Laddering with Cosmetic Products Consumers. JOURNAL OF BUSINESS MANAGEMENT, 10(2 ), 441-460. SID. https://sid.ir/paper/140323/en

Vancouver: Copy

MORADI SEDIGHEH, MOHAMMADI ESFANDYAR, Shiri Ghasem Ali, Porashraf Yasanollah. An Investigation of Values: Laddering with Cosmetic Products Consumers. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2018;10(2 ):441-460. Available from: https://sid.ir/paper/140323/en

IEEE: Copy

SEDIGHEH MORADI, ESFANDYAR MOHAMMADI, Ghasem Ali Shiri, and Yasanollah Porashraf, “An Investigation of Values: Laddering with Cosmetic Products Consumers,” JOURNAL OF BUSINESS MANAGEMENT, vol. 10, no. 2 , pp. 441–460, 2018, [Online]. Available: https://sid.ir/paper/140323/en

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