Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck Customers

Detalhes bibliográficos
Autor(a) principal: Ladeira, Wagner Junior
Data de Publicação: 2011
Outros Autores: Zancheta, Anderson
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12537
Resumo: The objective of the article is to identify the perceived value of average consumers of pickup trucks. We conducted exploratory, qualitative research with consumers located in the Greater Porto Alegre-RS. We used laddering as a technique for collecting and analyzing data. The survey sample consisted of 13 respondents, this number being determined through theoretical saturation of the responses, with the identification of complete value chains. Data analysis was divided into four key steps: (a) compile data on individual attributes, consequences and values, (b) drafting table ladders, (c) creation of the matrix of commitment and hierarchical map of values and (d) definition of prevailing perceptions and the relationship that creates the perceived value of average consumers of pickup trucks.br Doi:10.5585/Remark.V10i1.2178
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spelling Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck CustomersPercepção de Valor Através da Técnica Laddering: Uma Análise dos Clientes de Caminhonetes Picapes MédiasLaddering; Attributes; Consequences; Perceived Value.Laddering; Atributos; Consequências e Valor Percebido.The objective of the article is to identify the perceived value of average consumers of pickup trucks. We conducted exploratory, qualitative research with consumers located in the Greater Porto Alegre-RS. We used laddering as a technique for collecting and analyzing data. The survey sample consisted of 13 respondents, this number being determined through theoretical saturation of the responses, with the identification of complete value chains. Data analysis was divided into four key steps: (a) compile data on individual attributes, consequences and values, (b) drafting table ladders, (c) creation of the matrix of commitment and hierarchical map of values and (d) definition of prevailing perceptions and the relationship that creates the perceived value of average consumers of pickup trucks.br Doi:10.5585/Remark.V10i1.2178O presente artigo traz como objetivo identificar a percepo de valor nos consumidores de caminhonetes picapes mdias. Para isto, foi realizada uma pesquisa qualitativa exploratria com consumidores localizados na regio da grande Porto Alegre-RS. Para tanto, utilizou-se como tcnica de coleta e anlise dados a laddering. A amostra da pesquisa contou com 13 entrevistados, sendo este nmero determinado aps atingir a saturao terica das respostas, com a identificao de cadeias completas de valor. A anlise dos dados foi divida em quatro etapas centrais: (a) compilao dos dados isolados em atributos, consequncias e valores; (b) elaborao da tabela de ladders, (c) criao da matriz de implicao e mapa hierrquico de valores e (d) definio das percepes dominantes e do relacionamento que gera o valor percebido para os consumidores de caminhonetes picapes mdias. Logo aps, foram feitas as consideraes finais do trabalho. DOI: 10.5585/remark.v10i1.2178Universidade Nove de Julho - Uninove2011-09-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1253710.5585/remark.v10i1.2178ReMark - Revista Brasileira de Marketing; v. 10, n. 1 (2011): janeiro - abril; 73-962177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12537/6091Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessLadeira, Wagner JuniorZancheta, Anderson2022-01-18T14:52:16Zoai:https://periodicos.uninove.br:article/12537Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T14:52:16REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck Customers
Percepção de Valor Através da Técnica Laddering: Uma Análise dos Clientes de Caminhonetes Picapes Médias
title Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck Customers
spellingShingle Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck Customers
Ladeira, Wagner Junior
Laddering; Attributes; Consequences; Perceived Value.
Laddering; Atributos; Consequências e Valor Percebido.
title_short Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck Customers
title_full Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck Customers
title_fullStr Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck Customers
title_full_unstemmed Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck Customers
title_sort Perception of Value Through the Laddering Technique: Analysis of the Average Pickup Truck Customers
author Ladeira, Wagner Junior
author_facet Ladeira, Wagner Junior
Zancheta, Anderson
author_role author
author2 Zancheta, Anderson
author2_role author
dc.contributor.author.fl_str_mv Ladeira, Wagner Junior
Zancheta, Anderson
dc.subject.por.fl_str_mv Laddering; Attributes; Consequences; Perceived Value.
Laddering; Atributos; Consequências e Valor Percebido.
topic Laddering; Attributes; Consequences; Perceived Value.
Laddering; Atributos; Consequências e Valor Percebido.
description The objective of the article is to identify the perceived value of average consumers of pickup trucks. We conducted exploratory, qualitative research with consumers located in the Greater Porto Alegre-RS. We used laddering as a technique for collecting and analyzing data. The survey sample consisted of 13 respondents, this number being determined through theoretical saturation of the responses, with the identification of complete value chains. Data analysis was divided into four key steps: (a) compile data on individual attributes, consequences and values, (b) drafting table ladders, (c) creation of the matrix of commitment and hierarchical map of values and (d) definition of prevailing perceptions and the relationship that creates the perceived value of average consumers of pickup trucks.br Doi:10.5585/Remark.V10i1.2178
publishDate 2011
dc.date.none.fl_str_mv 2011-09-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12537
10.5585/remark.v10i1.2178
url https://periodicos.uninove.br/remark/article/view/12537
identifier_str_mv 10.5585/remark.v10i1.2178
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12537/6091
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 10, n. 1 (2011): janeiro - abril; 73-96
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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