Session 6_student slides_ZMET

Session 6_student slides_ZMET - MKT 313 CONSUMER BEHAVIOR...

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1 MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 6 Monday, January 31 Winter 2011 © Copyright 2011 by Carolyn Yoon. All rights reserved
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Group Project Description Develop your own or Choose a “real world” topic • Real-world topics available on Feb. 2 • Bid by 5 pm on Feb. 4 Deadline extended to Feb. 7 2
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3 ZMET Combines Projectives and Laddering Pictures, sounds, scents, and scenes are used to illicit “constructs.” “Constructs” are basically jargon for concepts. They are important ideas that consumers associate with a product or category. Laddering is used to connect constructs to each other.
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Creating Ladders: Building Means-End Chains Attributes Psychosocial consequences Functional consequences Values Bubblegum flavor Fluoride Pink & sparkly Barbie picture Tastes good Cleans teeth No cavities Looks pretty Parents & dentist happy Brushing is fun Be like Barbie Sense of accomplish- ment Self- esteem Product: Colgate’s Barbie toothpaste Demographic profile: 8 yr old girl
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5 Nestle Crunch Consensus Map
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6 Today’s Exercise Break into teams. Each student will be interviewed
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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Session 6_student slides_ZMET - MKT 313 CONSUMER BEHAVIOR...

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