Consumer Behaviour
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- Words: 145
- Pages: 11
Consumer Behavior
Group Members: Amit Dangi Rohit Dhaula Saurav Kalia
We Don’t Sell Soap But Also Sell Hope
Determinants of Customer Delivered Value Image value Personnel value Services value
Total customer value
Product value
Customer delivered value
Monetary cost Time cost Energy cost Psychic cost
Total customer cost
Customer Delivered Value Image Value
Personal Value
Cont… Service Value
Product Value
Total Customer Cost Monetary Cost
Time Cost
Cont… Energy Cost
Physic Cost
Laddering Theory One-on-one interviewing technique used to develop
an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following Means-End Theory.
Application 1. Segmenting consumers with respect to their values orientations for a product class or brand. 2. Helps in assessing brands or products in a fashion similar to the use of more traditional ratings. 3. Used as a basis for developing advertising strategies.
Thank You
Group Members: Amit Dangi Rohit Dhaula Saurav Kalia
We Don’t Sell Soap But Also Sell Hope
Determinants of Customer Delivered Value Image value Personnel value Services value
Total customer value
Product value
Customer delivered value
Monetary cost Time cost Energy cost Psychic cost
Total customer cost
Customer Delivered Value Image Value
Personal Value
Cont… Service Value
Product Value
Total Customer Cost Monetary Cost
Time Cost
Cont… Energy Cost
Physic Cost
Laddering Theory One-on-one interviewing technique used to develop
an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following Means-End Theory.
Application 1. Segmenting consumers with respect to their values orientations for a product class or brand. 2. Helps in assessing brands or products in a fashion similar to the use of more traditional ratings. 3. Used as a basis for developing advertising strategies.
Thank You
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