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Measuring Inherent Product Values

Measuring Inherent Product Values Values have become a subject of growing interest, and are now generally accepted as an important factor in marketing research. However, value research that relies solely on a simple first‐order value paradigm, faces certain conceptual difficulties. By using a radically different formal value theory in a new approach to values, a method for measuring inherent product values directly as perceived by buyer groups is developed. The discriminatory power of this method has been tested on seven small samples of two product classes and two different models of the same brands. Clear discriminatory results were generated between product classes and brands but slight differences only were found between models of the same brand. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Measuring Inherent Product Values

Jan Mattsson
European Journal of Marketing , Volume 24 (9): 14 – Sep 1, 1990
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14 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 1990 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569010003257
Publisher site
See Article on Publisher Site

Abstract

Values have become a subject of growing interest, and are now generally accepted as an important factor in marketing research. However, value research that relies solely on a simple first‐order value paradigm, faces certain conceptual difficulties. By using a radically different formal value theory in a new approach to values, a method for measuring inherent product values directly as perceived by buyer groups is developed. The discriminatory power of this method has been tested on seven small samples of two product classes and two different models of the same brands. Clear discriminatory results were generated between product classes and brands but slight differences only were found between models of the same brand.

Journal

European Journal of Marketing – Emerald Publishing

Published: Sep 1, 1990

Keywords: Marketing; Marketing research; Value analysis; Products

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