Values

Values is stated by Ries and Trout (1982) as 'if we believe our overall values drive our behaviour, then we should be concentrating on the important, underlying motives that drive consumers to make product or service choices rather than simply product attributes'. Wilkie also describes values as 'values are our ideas about what is desirable'








Values are an integral part of every culture. Along with beliefs and worldview assumptions, they generate behavior. Being part of a culture that shares a common core set of values creates expectations and predictability without which a culture would disintegrate and its members would lose their personal identity and sense of worth. Values tell people what is good, beneficial, important, useful, beautiful, desirable, appropriate...etc. They answer the question of why people do what they do.

Kahles list of values (1983)

1. Self respect
2. Excitement
3. Being well respected
4. Self-fulfillment
5. Sense of accomplishment
6. Warm relationship with others
7. Security
8. Fun and enjoyment
9. Sense of belonging



Laddering

People have specific terminal values. e.g. self respect. People choose amongst alternative actions to achieve these end states.

Products become a means to achieving these end states. e.g. weight watchers meals.

Laddering techniques enables us to identify the links between functional product attributes and desired end states.



Laddering in a marketing context

The concept of laddering has it's appication in the positioning of a product. When any brand or product, the attention will be on its attributes and benefits. As soon as this is inprinted into the consumers brain, a deeper meaning has to be associated with the brand. For example, doves marketing has changed from just soap, to 'celebrating real beauty'. Nike is now about athletic performance.

Laddering can only work if the consumer is convinced by the basic functions of the product. The advantages of laddering is that the brand will hopefully break free from the product restrictions