In which technique below are consumers' values determined,followed by determining which product or service attributes would be viewed as a means of achieving a desired value? For example,it is determined that "good health" is highly valued and "soy products replacing beef" is viewed as a means of achieving "good health."
A)value salience analysis
B)qualitative value interviews
C)quantitative value interviews
D)laddering
E)value gradient analysis

Question

Quizplus · Accepted Answer

Laddering is the technique where consumers' values are determined followed by the determination of which product or service attributes would be viewed as a means of achieving a desired value. This technique involves asking multiple "why" questions to understand the underlying motivations and values of consumers. It helps in understanding the hierarchy of values and how certain attributes of a product or service align with those values.

In Which Technique Below Are Consumers' Values Determined,followed by Determining