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Consumer cognitions

Date of publication: December 1, 1996

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: Susan Baker

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.

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