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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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Research Papers

How to make good dough

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Sinéad Twomey, Pia de Wit

Companies: Unilever, SKIM

April 18, 2004

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Citation

Twomey and de Wit (2004a, April 18). How to make good dough. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/how-to-make-good-dough


Research Papers

Means-end chains analysis online

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Morten Schroder, Suzanne Beckmann

Company: Wilke Research

October 10, 2004

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Citation

Schroder and Beckmann (2004a, October 10). Means-end chains analysis online. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/means-end-chains-analysis-online


Research Papers

A consumer-oriented approach to the marketing of food products

Catalogue: Seminar 1996: European Agri-Business Under Pressure

Authors: Anke Audenaert, Jan-Benedict Steenkamp

 

February 1, 1996

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Citation

Audenaert and Steenkamp (1996a, February 01). A consumer-oriented approach to the marketing of food products . ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/a-consumer-oriented-approach-to-the-marketing-of-food-products-


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Citation

Feunekes and den Hoed (2000a, November 01). Quantifying consumers' motivational structures for food products . ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/a-consumer-oriented-approach-to-the-marketing-of-food-products-