جستجوی مقالات مرتبط با کلیدواژه "laddering technique" در نشریات گروه "مدیریت"

This study aims to outline the reasons behind using Instagram to provide insights and new information to businesses that are using it or will use it in the future, by deriving a Hierarchical Value Map (HVM) using the means-end theory and laddering technique. The statistical population of this study was students of Shahid Beheshti University of Tehran who were using Instagram. A total of 11 in-depth and face-to-face interviews were conducted and after analyzing the interviews, 49 ladders were extracted. By analyzing the direct and indirect relationships of their content, 19 elements including 6 features, 9 consequences, and 4 values ​​were identified and a hierarchical cumulative value map was developed. Among the chains of the map, easy access and not being filtered, creating fun and entertaining moments, socialization and fellowship, having a positive and good feeling, joy and happiness, and sharing pictures had the most association.

The emerging market of senior tourism in Iran requires fundamental studies in various dimensions, including the behavior of senior tourists. The cognitive system of individuals is an internal factor affecting consumer behavior. The purpose of this study was to extract the cognitive structure of Iranian Senior Tourists (ISTs) towards the accommodation as one of the important elements in the development of Iranian senior tourism. In other words, for the first time, this study presents the cognitive structure toward accommodation at more abstract levels of features, using the means-end chain (MEC) approach. Using Laddering Technique and in-depth interview with 30 senior citizens of Shiraz, the Hierarchical Value Map of ISTs was created, as a result of which six key MECs were identified. Thus, 11 accommodation characteristics, 9 outcomes and 3 dominant values that the ISTs wish to realize were identified. The attributes of cleanliness, location of accommodation, security and price, the consequences of maintaining health, good feeling and peace of mind, and the values of security and positive emotions were most frequently cited by senior tourists. Due to the lack of qualitative studies in the field of the behavior of ISTs, the findings of this study can be used as a key basis for segmenting the senior tourist market and formulating accommodation placement strategies in Iran.

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.

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.

This study aims to outline the reasons behind the behavior of those customers buying laptop from virtual and traditional market, through deriving hierarchical value map (HVM) using means-end theory. Data was gathered from 40 students using laddering interview. Twenty students had online shopping experiences and had more trust to E-stores and twenty others had more trust and experience buying from traditional stores. Using content analysis, 6 attributes, 13 consequences, and 5 values for the online stores, and 7 attributes, 16 consequences and 5 values for the traditional store were derived. At the next step aggregated Hierarchical Value Map (HVM) was depicted for each market. Regarding the virtual store map, the following linkage “possibility of creating a personal profile- customization- unique offers- discount-being valuable” and regarding the traditional value map the following links “bargaining- influencing the price- economization- putting resources to other use- more comfort” have shown to have the most associations among the interviewees.

In recent years, social media has become an indispensable part of people’s life, which has encouraged managers to benefit from it in marketing activities. Mobile Instant Messaging (MIM) applications like Telegram, WhatsApp and Viber, are popular social media among users. Since using any media in marketing requires a precise knowledge, in this paper, we have attempted to elicit attributes, consequences and ultimate values associated with MIM, by using Means-End Theory and its tool, namely Laddering Technique, which is a qualitative research method. The results of the research suggest that tranquility, hedonism, security, freedom, powerfulness, welfare, self-confidence and being energetic are among the values that explain the use of social media. At the final section, we provide some recommendations on how to use the MIM more effectively in marketing.

The purpose of this applied paper is to determine positioning of laptops by perceptual map and laddering method. Data collection method was survey using questionnaire. First by using the views of computer experts of selected brands, including Sony, Acer, Asus, Dell and Msi, 5 among 20 attributes, which were considered more important, were selected through application of factor analysis technique. Then, after classification of these features by laddering technique, they were analyzed by using another questionnaire to determine the position of each brand in the perceptual map. We try to show factors and laptop brands position with regard two factors of price and quality in the resulted perceptual map.