search query: @journal_id 490 / total: 305
reference: 16 / 305
| Author: | Herrmann, A. |
| Title: | Wertorientierte Produkt- und Werbegestaltung |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1996 : 3. QUARTAL, VOL. 18:3, p. 153-163 |
| Index terms: | CONSUMERS PRODUCTS CONSUMER BEHAVIOUR QUALITY SUCCESS COMPANIES |
| Language: | eng |
| Abstract: | Marketing activities are based on the idea that product attibutes determine the consumers' overall product quality judgement. However, some authors argue that consumers buy a benefit bundle rather than attributes bundle. Some authors regard that attitudes, values, and motifs are the forces of human purchasing behaviour. Means-end theory provides a conceptual framework for linking values with benefits and attributes. This enables the marketer to connect the characteristics of a product with the drivers of behaviour. |
SCIMA