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Consumer Value Analysis Techniques

The document discusses consumer behavior and is authored by a group including Amit Dangi, Rohit Dhaula, and Saurav Kalia. It covers determinants of customer delivered value, including image value, personal value, service value, and product value, as well as total customer cost factors like monetary cost and time cost. The document also discusses laddering theory as a technique used to understand how consumers translate product attributes into meaningful self-associations, and how laddering can be applied to segment consumers, assess brands, and develop advertising strategies.

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Rohit Dhaula
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8 views11 pages

Consumer Value Analysis Techniques

The document discusses consumer behavior and is authored by a group including Amit Dangi, Rohit Dhaula, and Saurav Kalia. It covers determinants of customer delivered value, including image value, personal value, service value, and product value, as well as total customer cost factors like monetary cost and time cost. The document also discusses laddering theory as a technique used to understand how consumers translate product attributes into meaningful self-associations, and how laddering can be applied to segment consumers, assess brands, and develop advertising strategies.

Uploaded by

Rohit Dhaula
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Consumer Behavior

Group Members:
Amit Dangi
Rohit Dhaula
Saurav Kalia
We Don’t Sell Soap
But Also Sell Hope
Determinants of Customer Delivered Value

Image value

Personnel value
Total
customer
Services value value

Product value
Customer
delivered
value
Monetary cost

Time cost
Total
customer
Energy cost cost

Psychic cost
Customer Delivered Value

Image Value

Personal Value
Cont…

Service Value

Product Value
Total Customer Cost

Monetary Cost

Time Cost
Cont…

Energy Cost

Physic Cost
Laddering Theory

One-on-one interviewing technique used to develop


an understanding of how consumers translate the
attributes of products into meaningful associations
with respect to self, following Means-End Theory.
Application

1. Segmenting consumers with respect to their values


orientations for a product class or brand.
2. Helps in assessing brands or products in a fashion
similar to the use of more traditional ratings.
3. Used as a basis for developing advertising
strategies.
Thank You

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