Abstract:
This paper reports on a research study using a mental mapping technique, involving laddering interviews, which makes the link between perfume brands and the benefits derived from the purchase, and how these benefits in turn satisfy the purchaser's personal values. The research was carried out in the UK and Germany, among 24 respondents, and the paper discusses the findings in relation to managing the marketing mix across more than one market.
Research Papers
Accident, fact or fiction?
Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
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Research Papers
Butterflies and tortoises
Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
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Research Papers
Sniff tests
Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Authors: Atul Sinha, Shobha Subramanian, Manjunath Desai
 
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