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| Author: | Herrmann, A. |
| Title: | Wertorientierte Produktpositionierung. |
| Journal: | Journal für Betriebswirtschaft
1997 : VOL. 47:3, p. 136-153 |
| Index terms: | PRODUCTS POSITIONING CONSUMER BEHAVIOUR LOGIT MODELS |
| Language: | ger |
| Abstract: | Value-oriented product positioning Product positioning is based on the idea , that product attributes determine the consumers' overall product quality judgement. However some authors argue, that consumers buy a benefit bundle rather than attributes bundle. Whereas others regard attitudes, values and motifs as the forces of human (purchasing) behavior. Means-end theory provides a conceptual framework for linking values with benefits and attributes. This enables the marketer when dealing with positioning issues to connect the characteristics of a product with the drivers of behavior. |
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