An Investigation of Values: Laddering with Cosmetic Products Consumers
Identifying the customer's values, needs, and goals is one of the key issues affecting successful marketing. Cosmetics products are of utmost importance among business sectors that have attracted the attention of companies. The purpose of this study is to identify the behavior of consumers buyi...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2018-06-01
|
| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_66314_271f5dc217c8308140cdeb4c009b295b.pdf |
| _version_ | 1828864801621671936 |
|---|---|
| author | ESFANDYAR Mohammadi Sedigheh Moradi Ghasemali Shiri Yasanollah Porashraf |
| author_facet | ESFANDYAR Mohammadi Sedigheh Moradi Ghasemali Shiri Yasanollah Porashraf |
| author_sort | ESFANDYAR Mohammadi |
| collection | DOAJ |
| description | Identifying the customer's values, needs, and goals is one of the key issues affecting successful marketing. Cosmetics products are of utmost importance among business sectors that have attracted the attention of companies. The purpose of this study is to identify the behavior of consumers buying hair color in Kermanshah city using a laddering technique. This research is applied in terms of goals and is qualitative and exploratory as regards with the methodology. The data were collected using interviews. The statistical population consisted of 30 customers of Kermanshah cosmetic labors who have been selected based on targeted method and interviewed afterwards. The laddering technique chosen for this research was straightforward technique. This means that, in reviewing customer purchasing behavior, at first, the essential characteristics of the product (hair color) for the customer were obtained, then the product benefits associated with those characteristics were extracted, and ultimately the instrumental and ultimate values regarding the purchasing of the products were analyzed. In order to identify the ultimate values of consumers, the Rokich endpoint and instrumental value checklist has been used. The findings of this study showed that “beauty”, “health”, “financial security”, “self-esteem” and “happiness” are the most important values among consumers of color products, respectively. In addition, “cost-effectiveness”, “unrepeated use of hair colors”, “less damage to skin and hair”, and “high shelf-life, softness and shining characteristics” were among the most important benefits to the consumers. |
| first_indexed | 2024-12-13T04:15:18Z |
| format | Article |
| id | doaj.art-5e77ed0c7d6b434ca7207069b89f169b |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-12-13T04:15:18Z |
| publishDate | 2018-06-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-5e77ed0c7d6b434ca7207069b89f169b2022-12-21T23:59:55ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912018-06-0110244146010.22059/jibm.2018.226290.246666314An Investigation of Values: Laddering with Cosmetic Products ConsumersESFANDYAR Mohammadi0Sedigheh Moradi1Ghasemali Shiri2Yasanollah Porashraf3Associate Prof. in Management, Ilam University, Ilam, IranMSc. in Business Management, Ilam University, Kermanshah, IranAssistant Prof. in Management, Ilam University, Ilam, IranAssociate Prof. in Management, Ilam University, , IranIdentifying the customer's values, needs, and goals is one of the key issues affecting successful marketing. Cosmetics products are of utmost importance among business sectors that have attracted the attention of companies. The purpose of this study is to identify the behavior of consumers buying hair color in Kermanshah city using a laddering technique. This research is applied in terms of goals and is qualitative and exploratory as regards with the methodology. The data were collected using interviews. The statistical population consisted of 30 customers of Kermanshah cosmetic labors who have been selected based on targeted method and interviewed afterwards. The laddering technique chosen for this research was straightforward technique. This means that, in reviewing customer purchasing behavior, at first, the essential characteristics of the product (hair color) for the customer were obtained, then the product benefits associated with those characteristics were extracted, and ultimately the instrumental and ultimate values regarding the purchasing of the products were analyzed. In order to identify the ultimate values of consumers, the Rokich endpoint and instrumental value checklist has been used. The findings of this study showed that “beauty”, “health”, “financial security”, “self-esteem” and “happiness” are the most important values among consumers of color products, respectively. In addition, “cost-effectiveness”, “unrepeated use of hair colors”, “less damage to skin and hair”, and “high shelf-life, softness and shining characteristics” were among the most important benefits to the consumers.https://jibm.ut.ac.ir/article_66314_271f5dc217c8308140cdeb4c009b295b.pdfattributebenefitCosmetic productsLaddering techniqueMeans-end chainValue |
| spellingShingle | ESFANDYAR Mohammadi Sedigheh Moradi Ghasemali Shiri Yasanollah Porashraf An Investigation of Values: Laddering with Cosmetic Products Consumers مدیریت بازرگانی attribute benefit Cosmetic products Laddering technique Means-end chain Value |
| title | An Investigation of Values: Laddering with Cosmetic Products Consumers |
| title_full | An Investigation of Values: Laddering with Cosmetic Products Consumers |
| title_fullStr | An Investigation of Values: Laddering with Cosmetic Products Consumers |
| title_full_unstemmed | An Investigation of Values: Laddering with Cosmetic Products Consumers |
| title_short | An Investigation of Values: Laddering with Cosmetic Products Consumers |
| title_sort | investigation of values laddering with cosmetic products consumers |
| topic | attribute benefit Cosmetic products Laddering technique Means-end chain Value |
| url | https://jibm.ut.ac.ir/article_66314_271f5dc217c8308140cdeb4c009b295b.pdf |
| work_keys_str_mv | AT esfandyarmohammadi aninvestigationofvaluesladderingwithcosmeticproductsconsumers AT sedighehmoradi aninvestigationofvaluesladderingwithcosmeticproductsconsumers AT ghasemalishiri aninvestigationofvaluesladderingwithcosmeticproductsconsumers AT yasanollahporashraf aninvestigationofvaluesladderingwithcosmeticproductsconsumers AT esfandyarmohammadi investigationofvaluesladderingwithcosmeticproductsconsumers AT sedighehmoradi investigationofvaluesladderingwithcosmeticproductsconsumers AT ghasemalishiri investigationofvaluesladderingwithcosmeticproductsconsumers AT yasanollahporashraf investigationofvaluesladderingwithcosmeticproductsconsumers |