WEEK 4 - Five elements of the laddering process

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Five elements of the laddering process:

A laddering process is a tool used in marketing research method which can find out the customers’ purchasing behaviour by buying the products and services. There are five elements of the laddering process which consist of attributes, feature, product benefit, customer benefit, and value.

Attributes: Attributes describes how the individuals recognize a product or service. For example, “I want to buy this bag because it is a convertible.”

Feature: By telling the consumer of your feature and function of the product. It shows what is different from others in the market. For example, the shoe is comfortable and soft.

Product benefit: Product benefit included the differences of product or service that the features are experienced and used by the customers. 

Customer benefit: Customer benefit describes how customers feel after experiencing the products or services. They may focus on what is the benefit for them so that they will know how to choose a specific product.

Value: The value is linked to the person’s life as their own beliefs and perspectives. The strong emotional impact will help them to make the decision such as happiness, fun, and enjoyment.

 By: Ting Yie Chee


References:

Hawley, M. (2009) Laddering: A Research Interview Technique for Uncovering Core Values. Available from: https://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.php [Accessed 30 September 2017].

Nuys, D. (2017). Laddering Technique in Market Research. Available at: http://e-focusgroups.com/laddering-technique-market-research/ [Accessed 30 September 2017].





Comments

  1. yinweichiewOctober 3, 2017 at 10:34 PM

    After reading this article, I realised that laddering process in marketing is definitely for marketers in order to create a powerful ads. By using the laddering technique, it will definitely helps to build your relationship with customers because you will understand their values and see ways that you can fulfills their needs. 

    Editor: Chiew Yin Wei

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