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Measuring Consumer Personal Values To Create Product Positioning

Measuring Consumer Personal Values To Create Product Positioning
Arief Helmi
Universitas Padjadjaran, Advanced Science Letters, Volume 23, Number 9, September 2017, pp. 8276-8279(4), https://www.ingentaconnect.com/contentone/asp/asl/2017/00000023/00000009/art00050, DOI: https://doi.org/10.1166/asl.2017.9876
Bahasa Inggris
Universitas Padjadjaran, Advanced Science Letters, Volume 23, Number 9, September 2017, pp. 8276-8279(4), https://www.ingentaconnect.com/contentone/asp/asl/2017/00000023/00000009/art00050, DOI: https://doi.org/10.1166/asl.2017.9876
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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.

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