Page 25 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes

Notes Laddering (Means-End Chain Model)

Laddering is a relatively new research method used for data collection. It is used during
in-depth interview to understand the deeper basis of consumer decisions by attending to
the various consequences of choice for data collection. The assumption here is that very
specific product attributes are linked at levels of increasing abstraction to terminal values.
The consumer concerned has highly valued end states and chooses among alternative
means to attain these goals, and therefore products are valued as the means to an end.
Laddering uses in-depth probing directed towards uncovering higher-level meanings at
attribute (benefit) level and the value level. According to Thomas J. Reynolds and Jonathan
Gutman, it facilitates uncovering linkages between product attributes, personal outcomes,
and values that assist to structure components of the cognitive network in a consumer's
mind.
To illustrate how laddering works, we may consider a consumer who intends to purchase
a diamond ring for his would be wife. Tangible attributes of diamond such as size and
brilliance are projected into abstract and emotional values of love and self-esteem. Diamond
sellers keep the prices of diamonds artificially high through associating the size of the
diamond and price to the size of your love and self-worth. The belief that consumption of
products is instrumental in attaining more abstract values is central to the application of
this method.

Task Take any picture of your choice and ask your colleagues to guess what is happening
in the picture. Observe their answers. Are their guesses similar or they have different
viewpoints? Their answer will tell you about their needs, attitudes, feelings, fantasies etc.

Quantitative Research

Quantitative research design includes method of data collection, the data collection instruments
and the sample design.

Data Collection Methods

There are three basic approaches to collect data in quantitative study:
1. Observation
2. Experimentation and
3. Survey
1. Observation: One important approach to gain an in-depth understanding of consumers is
to observe their behaviour in the process of buying and using products. By watching
consumers, researchers gain a better understanding of what a product symbolises to a
consumer because in most cases consumers do not realise that they are being observed
and their behaviour remains natural. Observational research provides valuable
information, which is used in product advertising. It is also widely used by experientialists
to understand the buying and consumption process.

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