Applications of the laddering technique in marketing acr. A research interview technique for uncovering core. Role of healthrelated claims and symbols in consumer behaviour. Pdf consumer behaviour and values driving organic food. Oct 01, 1995 several possible validity threats are identified, and ways to improve the method are suecl keywords. The end state is purported to be the real reason why a consumer uses the product i. Means end chain mec theory and laddering technique uncovers the decision making process of consumers related to.
Investigating consumer perceptions by applying the. Pdf means end chain theory and laddering technique. The purpose of the study is to discusss and present the laddering techique to turkish literature, which is a frequently used qualitative research method in consumer behavior, both with related theoretical structure and practice. Laddering interviews are facetoface, individual, indepth, semistructured interviews aiming at the elicitation of the attributeconsequencevalue associations consumers hold regarding the objects under study. This paper aims at presenting the laddering technique and. Market researchers use the approach to understand consumer choices, and design advertising and communications messaging to influence them to choose their product or brand. The consumer is in charge, with evergrowing choices and a shrinking decision window. With this purpose, the overview of the literature within the frame of means end chain theory, practices in consumer behavior, laddering technique, data collection, data analyze and interperation steps, limits of the laddering technique and alternatives of soft. This shows the basic process and an example of targeting champions in an effort to replic. Abstract laddering is a qualitative measurement technique embedded in meansend chain theory. A meansend approach, journal of consumer behavior, vol. Use features like bookmarks, note taking and highlighting while reading laddering.
The idea is to get people to reveal more than the obvious or the socially acceptable reasons for doing what they do. These chains are often seen as a representation of the basic drive that motivates consumer behaviour. Laddering and mec would then be a modern variant of motivation research in the dichter dichter, 1960 tradition. An international perspective 318 part v consumer decisionmaking, marketing ethics, and consumer research 344 14 consumer decisionmaking and diffusion of innovations 344 15 marketers ethics and social responsibility 362.
Jan 01, 2007 the associations in the mind of the consumer between as, cs and vs are labelled meansend chains mec. To envision a laddering interview, think of the traditional image of a psychologist interviewing a patient, attempting to uncover the root cause of some behavior or problem. In order to do so, some adaptations were made in accordance with the original technique and validated with the achievement of results relative to. Pdf consumption frequency and degree of abstraction. Applications in consumer behavior research authors. Request pdf consumption frequency and degree of abstraction. A method of abbreviating a laddering survey springerlink. The motivational view is that laddering and mec are concerned with obtaining insight into consumers buying motives ie, in the way basic motives are linked to shopping behaviour. You find out which product features are important to product users and end with users emotional benefits. Introductionmeansend laddering is an indepth, probing interview technique, so called because it forces the respondent up a ladder of abstraction, linking relatively concrete meanings at an attribute level with abstract meanings of more pervasive existential importance baker 2002 p. Consumer decision making is evaluated as to psychological drives, sociological concepts used by producers, channel intermediaries, consumers.
Mair 1968 developed the laddering technique as a means to access systems of individuals personal meaning. Project quality policy and consumer behaviour, january. In this technique, beginning with indepth interviews, clients consumers, users translate the products attributes into their resulting consequences, and the consequences are, in turn, translated into personal values orientation gutman 1982. The meansend approach to understanding customer values of a. The laddering technique reynolds, dethloff, and westberg 2001 point out that the laddering method can be distinguished from typical qualitative research methods in the following way. Measuring subjective meaning structures by the laddering. Meansend theory states that people choose a product because it contains attributes the means that are instrumental in achieving the desired consequences and fulfilling values the ends. Consumer behavior in the literature, there are several existing consumer behavior models used to explain the significance for firms and marketers to appreciate and be able to create valued products or services with a view to respond to the wants of customers. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. This method is popular for some businesses when conducting research to understand the product elements personal values for end user. The purpose of the study is to discusss and present the laddering techique to turkish literature, which. Consumer behavior towards decision making and loyalty to. Laddering explains how to better understand your customers core values.
Means end chain mec theory and laddering technique uncovers the decision making process of consumers related to marketing offerings such as goods, services and experiences in a cognitive approach from a consumer perspective view which are popularly used approaches in marketing context. The personal consumer buys goods and services for his or her own use, for the use of the household or as a gift for a friend. Mar 02, 2016 laddering laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services. Numerous studies have shown that techniques using mec are suitable for a wide range of marketing applications. Laddering is a technique that has been used, for example, to suggest. Pdf laddering in the practice of marketing research. Originally, laddering came from consumer research, laddering is derivative from the meansend theory as proposed by gutman. Through the laddering technique, it is possible to identify the clients users web of meaning. Keywords interviews, marketing theory, research, behaviour. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. It is based on the central notion of the meansend theory, as developed by reynolds and gutman 1988, which explains human behaviour as a series of meantend actions. This paper aims at presenting the laddering technique and discussing its.
Do product features actually add value for consumers. In each of these contexts, individuals, who are referred to as end users or ultimate consumers, buy the products for fine use. Oreilly members get unlimited access to live online training experiences, plus books, videos, and digital content from 200 publishers. Laddering laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services. The combination of connected elements, or ladder, represents the linkage between the product and the perceptual process of consumers, which as pointed out previously, yields a more direct and thus more useful understanding of the consumer. Laddering is a wellestablished technique from psychology and is typically used to encourage selfanalysis of behavior and motivations. You use the technique to create ads, positioning messages, and develop new products. You will write a 23 page paper for each assignment, and should be prepared to. Ladder interview from wikipedia, the free encyclopedia 090420 jump to navigation jump to search a ladder interview is an interviewing technique where a seemingly simple response to a question is pushed by the interviewer in order to find subconscious motives. Laddering technique the laddering technique was originally developed to determine the image of products and brands.
Laddering is the actual interview technique we can use to uncover the attributes, consequences, and values that the means end chain defines. Laddering primer consumer behaviour brand free 30day. Jalaj mathur what influences consumer behavior metrosexual straight urban man who enjoys shopping and using grooming products the aim of marketing is to meet and satisfy target customers needs and wants better than competitors. Highly trained interviewers gather data qualitatively through indepth interviews using the laddering technique, but the output is structured and coded for quantitative analysis.
European advances in consumer research volume 1, 1993 pages 474478. How to use laddering in qualitative marketing research. Pdf purpose the paper seeks to present discussion on laddering. Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or. A study using the laddering technique on beef consumers consumer behaviour is being marked by changes in consumption trends. A ladder interview is an interviewing technique where a seemingly simple response to a question is pushed by the interviewer in order to find subconscious motives. Designmethodologyapproach it provides summary points of laddering as a qualitative research technique and the importance it can have in. Personal values and characteristics of remittance channels. Consumer behavior as a fundamental requirement for e. Based on the means end theory, there is hierarchical organization between the consumer perception and knowledge and it contains the following parameter. Probing means to peel back the layers of the informants experience.
The meansend approach to understanding customer values. Laddering unlocking the potential of consumer behavior on uy. Unlocking the potential of consumer behavior wiley. Our objective is to comprehend which attributes drive consumers to purchase new luxury products, and what are the values pushing them to their choices. Laddering laddering refers to an indepth, oneonone interviewing technique used to develop an p.
He has published papers on statistical applications in marketing research and consumer behaviour analysis. To understand consumer behaviour and price sensitivity of the product or service, we must first go through the consumer s buying process and related decision making. The consumer first identifies the requirement of a product or service. Laddering is an interview technique uncovering consumer preferences for. This research is a study into the laddering technique as a method to measure consumer behaviour in the arts. Ed peelen, university of amsterdam, the netherlands the author likes to thank co honkoop, daniel huisman, tom van lambaart and rob nijst since they agreed to use the laddering technique when they studied the market for fruit juice, movies and trucks. Laddering laddering refers to an indepth, oneonone interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following meansend theory gutman, 1982. Laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services. Business and economics research journal title of article. Heres how to use the 4step insight framework to change behavior. Laddering is a method that helps you elicit the higher or lower level abstractions of the concepts that people use to organize their world.
Laddering is a relatively new technique that can be used to describe cognitive structures of individuals or groups reynolds and gutman, 1984, 1988. Analysis of meansend chain data in marketing research. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Jun 16, 2009 the consumer benefit ladder cbl is derivative of a longstanding technique used in sociology and psychology called laddering. Each assignment will be explained during class, and assignment materials will be posted to canvas. In marketing it can be applied to describe the knowledge consumers have about a product or a brand. The guiding assumption is that personal values drive much of ones behavior. Unlocking the potential of consumer behavior kindle edition by holtzclaw, eric v download it once and read it on your kindle device, pc, phones or tablets. Laddering is an interview technique used in semistructured interviews.
Dec 05, 2012 although projective techniques have been adopted by motivation researchers in the past, they have never been employed to explore home choice behaviour. The second category of consumer the organizational consumer includes profit and notforprofit. Meansend chain theory, means end theory, laddering technique, lad. Laddering a how to do it manual cleveland state university. Laddering in the practice of marketing research fgv eaesp. It is a method used in marketing and management, but not in the field of cultural economics. The quality of ladders generated by abbreviated hard laddering. This paper aims at analyzing product perception, product preferences and purchase motives for obtaining a better understanding of consumer purchasing behavior with regard to new luxury goods. He provides seminars and lectures on marketing research and consumer behaviour in polish and other european universities. Applying this process to market research helps us to gather a more complete list of consequences and climb towards the hardtoreach values. Summary report on consumer behaviour towards meat in germany, ireland, italy, spain, sweden and the united advantage to be highlighted is that it is a potentially ideal product kingdom.
A laddering interview involves using a series of directed probes to uncover. Laddering is a research technique used primarily in consumer marketing. The purpose of this research is to understand the customer values of an important online brazilian newspaper through meansend chains and laddering. Thus, it is the primary objective of this article to detail the interviewing techniques that pertain to laddering. Role of healthrelated claims and symbols in consumer.
With this purpose, the overview of the literature within the frame of means end chain theory, practices in consumer behavior, laddering technique, data. Laddering is a method stemming from psychology and is aimed at uncovering values of people and how they relate to their behaviour, in this case consumer behaviour. Laddering is an indepth interviewing and qualitative analysis methodology based on the meansend theory. Keeping brands healthy laddering, consumer insights 3. Twelve respondents who had recently put an offer in on a house were interviewed about the factors driving their home choice decisions using a projective technique known as zmet.
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