Laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services.
Based on the means end theory, there is hierarchical organization between the consumer perception and knowledge and it contains the following parameter.
Attributes
Consequences
Value
Laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services.
Based on the means end theory, there is hierarchical organization between the consumer perception and knowledge and it contains the following parameter.
Attributes
Consequences
Value
