“Values are our ideas about what is desirable” (Wilkie)
Values are a key aspect when customers decide on what products, brands or companies to use. There are a wide range of different values that can be brought upon companies, with environmetal issues and recycling, organic produce or those which don't use animals for experimentation. These values can come from many different triggers throughout someones life, this can include family lifestyle and the way in which they were brought up, and also their family values.
Kahle's made a list of values that were seen to drive someone's lifestyle these were:
1. Self Respect
2. Excitement
3. Being Well Respected
4. Self-fulfilment
5. Sense of accomplishment
6. Warm relationship with others
7. Security
8. Fun & enjoyment
9. Sense of belonging
These are all key when reaching certain goals within your lifestyles, they help to realise what you need to reach those end states.
Laddering techniques are the ways in which people will buy or use specific products to lead to some of Kahle's list of values. It means that people have goals to achieve these end states, and by reaching those they use certain products, laddering techniques enable us to identify the links between functional product attributes & desired end states. An example of this would be slim-fast diet products including milk shakes and even full meals with low calories to reach and end state of weight loss.
These laddering techniques can help marketing agencies to create a USP and marketing strategy to enable them to reach a specific target audience by way of knowing the 'end states'. There are two main different values that is key within marketing these are terminal values which are relationships with others and family, where as instrumental value is where a product is used to 'show off' an example of this would be the typical stereotype of a care being used to attract women a 'babe magnet'.
Values are a key aspect when customers decide on what products, brands or companies to use. There are a wide range of different values that can be brought upon companies, with environmetal issues and recycling, organic produce or those which don't use animals for experimentation. These values can come from many different triggers throughout someones life, this can include family lifestyle and the way in which they were brought up, and also their family values.
Kahle's made a list of values that were seen to drive someone's lifestyle these were:
1. Self Respect
2. Excitement
3. Being Well Respected
4. Self-fulfilment
5. Sense of accomplishment
6. Warm relationship with others
7. Security
8. Fun & enjoyment
9. Sense of belonging
These are all key when reaching certain goals within your lifestyles, they help to realise what you need to reach those end states.
Laddering techniques are the ways in which people will buy or use specific products to lead to some of Kahle's list of values. It means that people have goals to achieve these end states, and by reaching those they use certain products, laddering techniques enable us to identify the links between functional product attributes & desired end states. An example of this would be slim-fast diet products including milk shakes and even full meals with low calories to reach and end state of weight loss.These laddering techniques can help marketing agencies to create a USP and marketing strategy to enable them to reach a specific target audience by way of knowing the 'end states'. There are two main different values that is key within marketing these are terminal values which are relationships with others and family, where as instrumental value is where a product is used to 'show off' an example of this would be the typical stereotype of a care being used to attract women a 'babe magnet'.
1 comment:
Good reflection of lecture content but try to spread the research a bit wider and find some new stuff as well
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