The implementation of L-O-V in Venezuela

Date of publication: June 15, 1997


This paper demonstrates the applicability of the L-O-V (List of Values) in Venezuela as a means of consumer classification, as well as the steps taken for its adaptation to the local context. To test initial applicability within the marketing context, it was applied to help describe possible purchase and/or usage motivations for some key state-of the-art consumer durables among middle and upscale urban respondents.

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