Technique to uncover customer motivations

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Reference no: EM133778094

Question

You learned about the values-means-end (laddering) technique to uncover customer motivations. Imagine that after interviewing a target customer of the Corona beer brand, you learn that what they like most best about Corona is that the beer is brewed in Mexico. After talking to them some more, you learn that the fact that it's brewed in Mexico is an important feature because it makes them feel like the beer is more authentic. Ultimately, the importance of authenticity is that it makes them feel like they are on vacation in a beach in Mexico and makes them feel relaxed and distracted from their hectic workday. We would classify the "brewed in Mexico" as which part of the laddering process? emotion consequence attribute value.

Reference no: EM133778094

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