Measuring Consumer Personal Values to Create Product Positioning
The function of marketing is to help consumers meet their values and designing the right positioning of a company’s product is imperative in marketing activity. Utilizing consumer personal values to create product positioning is advantageous. By employing List of Values (LOV)
the research measures the personal values of Indonesian mall shopper and organizes it into rank order. Nine hundred mall shoppers completed self-administered surveys regarding their personal values. The result indicates a unique hierarchy of personal values of Indonesians, followed by discussions
of alternative product positioning which is desirable for the values.
Keywords: Consumer Personal Values; List of Values (LOV); Product Positioning
Document Type: Research Article
Affiliations: University of Padjadjaran, Bandung, Indonesia
Publication date: 01 September 2017
- ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
- Editorial Board
- Information for Authors
- Subscribe to this Title
- Ingenta Connect is not responsible for the content or availability of external websites
- Access Key
- Free content
- Partial Free content
- New content
- Open access content
- Partial Open access content
- Subscribed content
- Partial Subscribed content
- Free trial content