From Importance of Features in Purchasing to Consumers’ Personal Values: Overview of Laddering Technique and How It Works in Marketing Research

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KEIMASI MASOUD; Amoei Ojaki ali; Naser Melika

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:13 | Issue:40 Page(s): 95-115

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Information Journal Paper

Title

From Importance of Features in Purchasing to Consumers’ Personal Values: Overview of Laddering Technique and How It Works in Marketing Research

Author(s)

KEIMASI MASOUD | Amoei Ojaki ali | Naser Melika | Issue Writer Certificate

Keywords

Value ChainQ2

Laddering TechniqueQ1

Implication MatrixQ1

Means-End TheoryQ1

Hierarchical Value MapQ1

Abstract

The purpose of the present study is to introduce the Laddering Technique as an appropriate tool in marketing and consumer behavior research and how it is implemented in practice. In this study, Laddering Technique is introduced as an important tool for understanding consumer values and formulating strategies of brand and advertising message. Although the Laddering Technique is a powerful and useful tool for marketers and researchers to understand consumer behavior, however, due to the low familiarity and difficulty in implementing this technique, it is slightly used in consumer behavior studies. In this study, in addition to describing how this technique is implemented and how to extract a Hierarchical Value Map, the challenges and problems faced by the researchers in applying this technique and their solution are mentioned. This study provides appropriate insight for marketers and researchers that interested in recognizing consumer values and how they relate the characteristics of a particular product or brand to individual consumers.

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APA: Copy

KEIMASI, MASOUD, Amoei Ojaki, ali, & Naser, Melika. (2018). From Importance of Features in Purchasing to Consumers’ Personal Values: Overview of Laddering Technique and How It Works in Marketing Research. JOURNAL OF MARKETING MANAGEMENT, 13(40 ), 95-115. SID. https://sid.ir/paper/218950/en

Vancouver: Copy

KEIMASI MASOUD, Amoei Ojaki ali, Naser Melika. From Importance of Features in Purchasing to Consumers’ Personal Values: Overview of Laddering Technique and How It Works in Marketing Research. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;13(40 ):95-115. Available from: https://sid.ir/paper/218950/en

IEEE: Copy

MASOUD KEIMASI, ali Amoei Ojaki, and Melika Naser, “From Importance of Features in Purchasing to Consumers’ Personal Values: Overview of Laddering Technique and How It Works in Marketing Research,” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 40 , pp. 95–115, 2018, [Online]. Available: https://sid.ir/paper/218950/en

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