از ویژگی‌های حائز اهمیت در خرید تا ارزش‌های شخصی مصرف‌کنندگان: مروری بر تکنیک نردبانی و چگونگی اجرای آن در تحقیقات بازاریابی
محورهای موضوعی : مدیریت بازاریابیمسعود کیماسی 1 , علی عموئی اوجاکی 2 , ملیکا نصیر 3
1 - استادیار، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران
2 - دانشجوی دکتری بازاریابی، پردیس فارابی دانشگاه تهران، قم، ایران
3 - دانشجوی کارشناسی‌ارشد بازاریابی، پردیس البرز دانشگاه تهران، تهران، ایران
کلید واژه: تکنیک نردبانی, نقشه سلسله مراتبی ارزش, نظریه ابزار-هدف, ماتریس استنباطی, زنجیره ارزش,
چکیده مقاله :
هدف مطالعه حاضر معرفی تکنیک نردبانی به‌عنوان یک ابزار مناسب در تحقیقات بازاریابی و رفتار مصرف‌کننده و چگونگی اجرای آن در عمل است. در این مطالعه تکنیک نردبانی به‌عنوان ابزاری مهم برای فهم ارزش‌های مصرف‌کننده و تدوین استراتژی‌های برند و پیام تبلیغاتی معرفی می‌شود. علی‌رغم اینکه تکنیک نردبانی ابزاری قوی و مفید برای بازاریابان و محققان برای فهم رفتار مصرف‌کننده است، با این حال به دلیل آشنایی کم و دشواری اجرای این تکنیک، به میزان کمی از آن در مطالعات رفتار مصرف‌کننده استفاده می‌شود. در این مطالعه، علاوه بر تشریح نحوه اجرای این تکنیک و چگونگی استخراج نقشه سلسله‌مراتبی ارزش، به چالش‌ها و مشکلاتی که محققان در به‌کارگیری این تکنیک با آن روبه‌رو می‌شوند و راه‌حل آن‌ها اشاره شده است. این مطالعه، بینش مناسبی را برای بازاریابان و محققان علاقه‌مند به شناخت ارزش‌های مصرف‌کنندگان و چگونگی ارتباط بین ویژگی‌های یک محصول یا برند خاص با ارزش‌های شخصی مصرف‌کنندگان فراهم می‌کند.
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.
Allen, M.W. (2001). “A practical method for uncovering the direct and indirect relationships between human values and consumer purchases”, The Journal of Consumer Marketing, Vol. 18(2), PP. 102-113.
Bagozzi, R.P. & Dabholkar, P.A. (1994). “Consumer recycling goals and their effect on decisions to recycle: a means-end chain analysis”, Psychology & Marketing, Vol. 11 (4), PP. 313-341.
Barrena, R. & Sánchez, M. (2009). “Consumption frequency and degree of abstraction: A study using the laddering technique on beef consumers”, Food Quality & Preference, Vol. 20, PP. 144-155.
Botschen, G., Thelen, E.M. & Pieters, R. (1999). “Using means-end structures for benefit segmentation an application to services”, European Journal of Marketing, Vol. 33(1-2), PP. 38-58.
Cerjak, M., Haas, R., Brunner, F. & Tomic, M. (2014). “What motivates consumers to buy traditional food products? Evidence from Croatia and Austria using word association and laddering interviews”, British Food Journal, Vol. 116(11), PP. 1726-1747.
Chandon, P. (2003). “Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value”, INSEAD, available in: www.faculty.insead.edu.
Collen, H. & Hoekstra, J. (2001). “Values as determinants of preferences for housing attributes”, Journal of Housing & the Built Environment, Vol. 14(3-4), PP. 285-306.
Dibley, A. & Baker, S. (2001). “Uncovering the links between brand choice and personal values among young British & Spanish girls”, Journal of Consumer Behaviour, Vol. 1(1), PP. 77-93.
Durgee, J.F. (1986). “Depth-interview techniques for creative advertising”, Journal Advertising Research, Vol. 86(6), PP. 29-37.
Gengler, C.E. & Reynolds, T.J. (1995). “Consumer understanding and advertising strategy: Analysis and strategic translation of laddering data”, Journal of Adverstising Research, Vol. 35, PP. 19-33.
Gengler, C.E., Mulvey, M.S. & Oglethorpe, J.E. (1999). “A means-end analysis of mother’s infant feeding choices”, Journal of Public Policy & Marketing, Vol. 18(2), PP. 172-88.
Grunert, K.G. & Grunert, S.C. (1995). “Measuring subjective meaning structures by the laddering method: theoretical considerations and methodological problems”, International Journal of Research in Marketing, Vol. 12, PP. 209-25.
Gutman, J. (1982). “A means-end chain model based on consumer categorization processes”, Journal of Marketing, Vol. 46, PP. 60-72.
Gutman, J. (1997). “Means-end chains as goal hierarchies”, Psychology & Marketing, Vol. 14(6), PP. 546-60.
Hinkle, D. (1965). “The change of personal constructs from the viewpoint of theory of construct implications”, Unpublished PhD thesis, Ohio State University, Athens, OH.
Holbrook, M.B. (1996). “Consumer value-A framework for analysis & research”, In Kim P. Coffman & John G. Lynch, Jr. (eds.) Advances in Consumer Research, Vol. 23, Provo, UT: Association for Consumer Research.
Holbrook, M.B. (1999). “Introduction to Consumer Value, In Consumer value: A Framework for Analysis & Research”, Edited by Morris B. Holbrook, London: Routledge.
Juttner, U., Schaffner, D., Windler, K. & Maklan, S. (2013). “Customer service experiences developing and applying a sequential incident laddering technique”, European Journal of Marketing, Vol. 47(5/6), PP. 738-768.
Keller, K.L. (2012). “Strategic Brand Management: Building, Measuring, and Managing Brand Equity”, 4th Edition, London: Pearson.
Kelly, G.A. (1955). “The Psychology of Personal Constructs”, New York, NY: Norton & Co.
Lee, W.I. & Lin, C.H. (2011). “Consumer hierarchical value map modeling in the healthcare service industry”, African Journal of Business Management, Vol. 5(3), PP. 722-736.
Lin, C.F. (2002). “Attribute-consequence-value linkages: A new technique for understanding customers’ product knowledge”, Journal of Targeting, Measurement & Analysis for Marketing, Vol. 10(4), PP. 339-352.
Manyiwa, S. & Crawford, I. (2002). “Determining linkages between consumer choice in a social context and the consumer’s value: a means-end approach”, Journal of Consumer Research, Vol. 2(1), PP. 54-70.
Menvielle. L., Menvielle, W. & Tournois, N. (2014). “Purchasing behavior of consumers for foreign medical services”, Qualitative Market Research: An International Journal, Vol. 17(3), PP. 264-282.
Olson, J.C. & Reynolds, T.J. (1983). “Understanding consumers’ cognitive structures: Implications for advertising strategy”, In Percy, L. & Woodside, A. (Eds) ‘Advertising & consumer psychology’, Lexington Books, Lexington, MA.
Olson, J.C. & Reynolds, T.J. (2001). “Understanding consumer decision making: the means-end approach to marketing and advertising strategy”, Mahwah, NJ: Erlbaum.
Orsingher, C. & Marzocchi, G.L. (2003). “Hierarchical representation of satisfactory consumer service experience”, International Journal of Service Industry Management, Vol. 14(2), PP. 200-16.
Phillips, J.M. & Reynolds, T.J. (2009). “A hard look at hard laddering: A comparison of studies examining the hierarchical structure of means-end theory”, Qualitative Market Research: An International Journal, Vol. 12(1), PP. 83-99.
Pike, S. (2012). “Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis”, Tourism Management, Vol. 33, PP. 100-107.
Reynolds, T.J. & Gutman, J. (1988). “Laddering theory, method, analysis, and interpretation”, Journal of Advertising Research, Vol. 28, PP. 11-29.
Reynolds, T.J. & Phillips, J.M. (2008). “A review & comparative analysis of laddering research methods: recommendations for quality metrics”, Review of Marketing Research, Vol. 5, PP. 130-174.
Reynolds, T.J. & Whitlark, D. (1995). “Applying laddering data to communications strategy and advertising practice”, Journal of Advertising Research, Vol. 35, PP. 9-16.
Saaka, A., Sidon, C. & Blake, B.F. (2004). “Laddering: A “How to Do It” Manual–with a Note of Caution”, Research Reports in Consumer Behavior, Cleveland State University.
Shimp, T.A. (2013). “Advertising Promotion and Other Aspects of Integrated Marketing Communications”, South-Western College Pub.
Thyne, M. (2001). “The importance of values research for non-profit organizations: the motivation-based values of museum visitors”, International Journal of Nonprofit & Voluntary Sector Marketing, Vol. 6(2), PP. 116-130.
Veludo-de-Oliveira, T.M. & Ikeda, A.A. (2004). “Student value in marketing education”, Proceeding of Summer Marketing Educator’s Conference, American Marketing Association, Boston, MA.
Veludo-de-Oliveira, T.M., Ikeda, A.A. & Campomar, M.C. (2006). “Laddering in the practice of marketing research: barriers and solutions”, Qualitative Market Research: An International Journal, Vol. 9(3), PP. 297-306.
Vriens, M. & Hofstede, F.T. (2000). “Linking attributes, benefits and consumer values”, Journal of Marketing Research, Vol. 12(3), PP. 4-10.
Wansink, B. (2000). “New techniques to generate key marketing insights”, Marketing Research, Vol. 12(2), PP. 28-36.
Wansink, B. (2003). “Using laddering to understand and leverage a brand’s equity”, Qualitative Market Research: An International Journal, Vol. 6(2), PP. 111-118.
Woodruff, R.B. & Gardial, S.F. (1996). “Know your Customer: New Approaches to Understanding Customer Value and Satisfaction”, Blackwell, MA: Malden.
_||_Allen, M.W. (2001). “A practical method for uncovering the direct and indirect relationships between human values and consumer purchases”, The Journal of Consumer Marketing, Vol. 18(2), PP. 102-113.
Bagozzi, R.P. & Dabholkar, P.A. (1994). “Consumer recycling goals and their effect on decisions to recycle: a means-end chain analysis”, Psychology & Marketing, Vol. 11 (4), PP. 313-341.
Barrena, R. & Sánchez, M. (2009). “Consumption frequency and degree of abstraction: A study using the laddering technique on beef consumers”, Food Quality & Preference, Vol. 20, PP. 144-155.
Botschen, G., Thelen, E.M. & Pieters, R. (1999). “Using means-end structures for benefit segmentation an application to services”, European Journal of Marketing, Vol. 33(1-2), PP. 38-58.
Cerjak, M., Haas, R., Brunner, F. & Tomic, M. (2014). “What motivates consumers to buy traditional food products? Evidence from Croatia and Austria using word association and laddering interviews”, British Food Journal, Vol. 116(11), PP. 1726-1747.
Chandon, P. (2003). “Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value”, INSEAD, available in: www.faculty.insead.edu.
Collen, H. & Hoekstra, J. (2001). “Values as determinants of preferences for housing attributes”, Journal of Housing & the Built Environment, Vol. 14(3-4), PP. 285-306.
Dibley, A. & Baker, S. (2001). “Uncovering the links between brand choice and personal values among young British & Spanish girls”, Journal of Consumer Behaviour, Vol. 1(1), PP. 77-93.
Durgee, J.F. (1986). “Depth-interview techniques for creative advertising”, Journal Advertising Research, Vol. 86(6), PP. 29-37.
Gengler, C.E. & Reynolds, T.J. (1995). “Consumer understanding and advertising strategy: Analysis and strategic translation of laddering data”, Journal of Adverstising Research, Vol. 35, PP. 19-33.
Gengler, C.E., Mulvey, M.S. & Oglethorpe, J.E. (1999). “A means-end analysis of mother’s infant feeding choices”, Journal of Public Policy & Marketing, Vol. 18(2), PP. 172-88.
Grunert, K.G. & Grunert, S.C. (1995). “Measuring subjective meaning structures by the laddering method: theoretical considerations and methodological problems”, International Journal of Research in Marketing, Vol. 12, PP. 209-25.
Gutman, J. (1982). “A means-end chain model based on consumer categorization processes”, Journal of Marketing, Vol. 46, PP. 60-72.
Gutman, J. (1997). “Means-end chains as goal hierarchies”, Psychology & Marketing, Vol. 14(6), PP. 546-60.
Hinkle, D. (1965). “The change of personal constructs from the viewpoint of theory of construct implications”, Unpublished PhD thesis, Ohio State University, Athens, OH.
Holbrook, M.B. (1996). “Consumer value-A framework for analysis & research”, In Kim P. Coffman & John G. Lynch, Jr. (eds.) Advances in Consumer Research, Vol. 23, Provo, UT: Association for Consumer Research.
Holbrook, M.B. (1999). “Introduction to Consumer Value, In Consumer value: A Framework for Analysis & Research”, Edited by Morris B. Holbrook, London: Routledge.
Juttner, U., Schaffner, D., Windler, K. & Maklan, S. (2013). “Customer service experiences developing and applying a sequential incident laddering technique”, European Journal of Marketing, Vol. 47(5/6), PP. 738-768.
Keller, K.L. (2012). “Strategic Brand Management: Building, Measuring, and Managing Brand Equity”, 4th Edition, London: Pearson.
Kelly, G.A. (1955). “The Psychology of Personal Constructs”, New York, NY: Norton & Co.
Lee, W.I. & Lin, C.H. (2011). “Consumer hierarchical value map modeling in the healthcare service industry”, African Journal of Business Management, Vol. 5(3), PP. 722-736.
Lin, C.F. (2002). “Attribute-consequence-value linkages: A new technique for understanding customers’ product knowledge”, Journal of Targeting, Measurement & Analysis for Marketing, Vol. 10(4), PP. 339-352.
Manyiwa, S. & Crawford, I. (2002). “Determining linkages between consumer choice in a social context and the consumer’s value: a means-end approach”, Journal of Consumer Research, Vol. 2(1), PP. 54-70.
Menvielle. L., Menvielle, W. & Tournois, N. (2014). “Purchasing behavior of consumers for foreign medical services”, Qualitative Market Research: An International Journal, Vol. 17(3), PP. 264-282.
Olson, J.C. & Reynolds, T.J. (1983). “Understanding consumers’ cognitive structures: Implications for advertising strategy”, In Percy, L. & Woodside, A. (Eds) ‘Advertising & consumer psychology’, Lexington Books, Lexington, MA.
Olson, J.C. & Reynolds, T.J. (2001). “Understanding consumer decision making: the means-end approach to marketing and advertising strategy”, Mahwah, NJ: Erlbaum.
Orsingher, C. & Marzocchi, G.L. (2003). “Hierarchical representation of satisfactory consumer service experience”, International Journal of Service Industry Management, Vol. 14(2), PP. 200-16.
Phillips, J.M. & Reynolds, T.J. (2009). “A hard look at hard laddering: A comparison of studies examining the hierarchical structure of means-end theory”, Qualitative Market Research: An International Journal, Vol. 12(1), PP. 83-99.
Pike, S. (2012). “Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis”, Tourism Management, Vol. 33, PP. 100-107.
Reynolds, T.J. & Gutman, J. (1988). “Laddering theory, method, analysis, and interpretation”, Journal of Advertising Research, Vol. 28, PP. 11-29.
Reynolds, T.J. & Phillips, J.M. (2008). “A review & comparative analysis of laddering research methods: recommendations for quality metrics”, Review of Marketing Research, Vol. 5, PP. 130-174.
Reynolds, T.J. & Whitlark, D. (1995). “Applying laddering data to communications strategy and advertising practice”, Journal of Advertising Research, Vol. 35, PP. 9-16.
Saaka, A., Sidon, C. & Blake, B.F. (2004). “Laddering: A “How to Do It” Manual–with a Note of Caution”, Research Reports in Consumer Behavior, Cleveland State University.
Shimp, T.A. (2013). “Advertising Promotion and Other Aspects of Integrated Marketing Communications”, South-Western College Pub.
Thyne, M. (2001). “The importance of values research for non-profit organizations: the motivation-based values of museum visitors”, International Journal of Nonprofit & Voluntary Sector Marketing, Vol. 6(2), PP. 116-130.
Veludo-de-Oliveira, T.M. & Ikeda, A.A. (2004). “Student value in marketing education”, Proceeding of Summer Marketing Educator’s Conference, American Marketing Association, Boston, MA.
Veludo-de-Oliveira, T.M., Ikeda, A.A. & Campomar, M.C. (2006). “Laddering in the practice of marketing research: barriers and solutions”, Qualitative Market Research: An International Journal, Vol. 9(3), PP. 297-306.
Vriens, M. & Hofstede, F.T. (2000). “Linking attributes, benefits and consumer values”, Journal of Marketing Research, Vol. 12(3), PP. 4-10.
Wansink, B. (2000). “New techniques to generate key marketing insights”, Marketing Research, Vol. 12(2), PP. 28-36.
Wansink, B. (2003). “Using laddering to understand and leverage a brand’s equity”, Qualitative Market Research: An International Journal, Vol. 6(2), PP. 111-118.
Woodruff, R.B. & Gardial, S.F. (1996). “Know your Customer: New Approaches to Understanding Customer Value and Satisfaction”, Blackwell, MA: Malden.