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Quantifying consumers' motivational structures for food products

Date of publication: November 1, 2000

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Company: Unilever

Authors: Gerda I.J. Feunekes, Wilma den Hoed

Abstract:

This paper describes methodological issues concerning the Association Pattern Technique, a method to quantify means-end chain structures. The method provides understanding in the way consumers are motivated to choose specific products. The main focus is on the experience and difficulties encountered, in using this method in Europe and China. The topics addressed include development of the questionnaire; analysis of the data; application for the business; and challenges ahead.

Gerda I.J. Feunekes

Author

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Wilma den Hoed

Author

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Feunekes and den Hoed (2000a, November 01). Quantifying consumers' motivational structures for food products . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/searching-for-fast-food-segments