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Analysis Of ' Micro ' Approach Of A Laddering Styled Interview

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In order to effectively market products to consumers, marketers must be able to understand how product attributes can contribute to a consumer’s core values. The “micro” approach of a laddering styled interview, allows researchers the ability to understand the level of importance each attribute has to the consumer on a more intimate, individual level. Based on which attributes rank highest, marketing implications such as advertising and market segmentation can be carefully deliberated. This essay will reflect upon an interview with Jefferson Erazo, in which I used the laddering technique to discover how specific attributes of the $900 chain and earrings set he purchased for his wife contributed to his core values. Jefferson purchased the chain and earrings set at Kay Jewelers after visiting Macy’s, Pandora and Tiffany, which conformed his consideration set. In order to understand why and how he made his ultimate decision to purchase that jewelry set, I had to ask him how did he decide that he needed or wanted to buy jewelry. Jefferson stated that he started thinking about buying jewelry for his wife as a present for their 3rd year anniversary. Jefferson indicated that it was his first time buying jewelry for his wife; therefore he didn’t know what to expect. He explained to me that he didn’t know what he wanted to buy but that he was looking for variety to choose from. It was a combination between rational and experimental, because Jefferson carefully considered his

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