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| Tekijä: | Herrmann, A. |
| Otsikko: | Wertorientierte Produkt- und Werbegestaltung |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1996 : 3. QUARTAL, VOL. 18:3, p. 153-163 |
| Asiasana: | CONSUMERS PRODUCTS CONSUMER BEHAVIOUR QUALITY SUCCESS COMPANIES |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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