"Why caipirinha?"- the online via chat laddering technique CAN answer

Bordeaux-Rego, Bruno; Nedwed-Machado, Fernanda; Oliveira, Marta Olivia Rovedder de; Alves, Denise Avancini; Slongo, Luiz Antônio

doi:10.1590/s1807-76922011000200003

Cited by 4 publications

(5 citation statements)

References 14 publications

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“…It is known by the authors only one study that deals with the application of the Laddering Technique (Soft) using online and in real‐time chat, with quite satisfactory results (Bordeaux‐Rego, Nedwed‐Machado, Oliveira, Alves, & Slongo, 2011). It is believed that because it is a more structured and self‐administered questionnaire than Soft Laddering, the Hard Laddering technique can be promising in fully online applications, reaching a larger number of respondents, which could even include more representative and segmented analyzes, especially in moments of restricted accessibility to interview spaces.…”

Section: Resultsmentioning

confidence: 99%

Insights of Brazilian consumers' behavior for different coffee presentations: An exploratory study comparing hard laddering and completion task

Sales

Correa

Tavares‐Filho

et al. 2020

Journal of Sensory Studies

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Coffee is one of the most appreciated beverages worldwide. However, little is known about the factors that motivate the consumption of coffee in the form of capsules (CC), roasted beans (CB), and powder (CP). Thus, qualitative methodologies such as of completion task (CT) and hard laddering (HL) were used in this study to help understand the motivations that drive the choice of different coffee presentations. The results obtained show that CP was perceived as traditional, practical, low cost, low quality generating less pleasure during consumption when compared with the others. CC was perceived as more practical, with the practicality and variety of flavors, although the higher price, lower sensory quality and the environmental impacts were relevant perceptions. Although CB was perceived as a high-quality product, generating greater consumer satisfaction, its high cost and lack of convenience stood out. Therefore, both techniques were able to capture the consumers' perception with great similarity between the results; however, it is worth emphasizing that HL was able to achieve deeper values related to food choice and consumption of product. This information can be used by the coffee producers and the processing industries to develop effective marketing strategies to effectively reach market segments. Practical application As the demand for coffee consumption has increased over the years, driven by the diversification of commercial presentations of the product, it is of great value to understand the perception of consumers and the factors involved in purchase and consumption. Laddering is a useful in-depth interviewing technique of qualitative research that unveils opinions, attitudes and beliefs that are part of consumers' cognitive structure. Projective methodologies as completion task use ambiguous and indirect stimuli such as images or stories encourage participants to project their own experience onto the stimuli, allowing that values, ideas, and abstract need to be explored. We believe that the data obtained in such a deep and spontaneous way can be extrapolated to guide actions and can help several decisions of product development, labeling, packaging, and marketing.

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Section: Resultsmentioning

confidence: 99%

Insights of Brazilian consumers' behavior for different coffee presentations: An exploratory study comparing hard laddering and completion task

Sales

Correa

Tavares‐Filho

et al. 2020

Journal of Sensory Studies

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“…All three of these attributes were surface level characteristics that are typically associated to the purchase of alcohol [23]. These considerations have been found in the literature to appear in more general food purchase decisions as well [24,25].…”

Section: Extant Literature On the Key Attributes Consequences And Valmentioning

confidence: 73%

“…This initial identification of codes was both "data-driven" and "theory-driven", meaning that potential codes were firstly identified from the existing literature [14,23], and then new codes were also generated if the data from the interviews did not fit into the existing coding structure.…”

Section: Interview Processmentioning

confidence: 99%

An Exploratory Qualitative Exploration of the Personal Values Underpinning Taiwanese and Malaysians’ Wine Consumption Behaviors

Mirosa

Tang

2016

Beverages

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Augmented buying power of East Asian consumers has resulted in increased interest in these markets. Wine is a particularly promising sector to target as the number of East Asians choosing to drink wine rises. In order to serve these markets, companies must understand factors influencing consumers' choices. The objective of this research was to understand how Taiwanese and Malaysian consumers' personal values influenced their consumption decisions about wine. The means-end chain framework and associated semi-structured interview technique, value laddering, was used to elicit consumers' preferred product attributes, the consequences of these attributes and the values that underpin these consequences. Data collection involved intercepting foreign travelers from Malaysia and Taiwan in New Zealand (20 Taiwanese and 20 Malaysian) to partake in a wine choice interview. The resulting findings are exploratory in nature. Analysis revealed the most preferred wine attributes for Taiwanese were "Price" and "Sensory Aspects"-that these attributes were linked to consequences "Financial Considerations" and "Satisfy Senses"-which in turn were linked to personal values "Self Direction" and "Achievement". For the Malaysian participants, the attribute "Sensory Aspects" of wine was most important, as was the value "Hedonism". This study adds to literature related to beverage consumption decision making by exploring cultural aspects. It also offers suggestions for practitioners interested in targeting these consumers.

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“…Interviews can be conducted face-to-face or using technological resources (Bordeaux-Rego et al, 2011). To facilitate data collection and analysis, a variation known as soft laddering was used.…”

Section: Co-creation Theory: Evolvingmentioning

confidence: 99%

Co-creation: a B2C and B2B comparative analysis

D’Andrea

Rigon

Almeida

et al. 2019

MIP

Self Cite

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Purpose The purpose of this paper is to qualitatively analyze and compare people’s objectives when participating in two sets of co-creation initiatives – business-to-consumer (B2C) and business-to-business (B2B) – to what the theory in the field states about that participation. Design/methodology/approach A qualitative approach has been adopted; it uses laddering, a qualitative technique, in a novel manner through the analysis of an abstract product: the co-creation process. Findings Results in B2C point to a disconnection between the motivation of participants and what the theory suggests that should be expected from a co-creation agenda. In the B2B setting, the disconnections are much smaller. Research limitations/implications The research used small and narrow samples. Additionally, the research considers only the consumers’ perspective. Practical implications Considering the context in which they compete (industrial or consumer market), companies must come up with better selection criteria for co-creators and must be more specific in setting and pursuing the goals of the co-creation projects. By doing so, organizations can achieve more fruitful results in those innovation initiatives. Originality/value The present study is innovative in the use of laddering to understand not a product nor a service, but a process: co-creation. The study reveals that, despite the buzz about co-creation, practical examples suggest that this process may not be as fruitful or satisfying as the theories suggest.

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"Why caipirinha?"- the online via chat laddering technique CAN answer

Cited by 4 publications

References 14 publications

Insights of Brazilian consumers' behavior for different coffee presentations: An exploratory study comparing hard laddering and completion task

Insights of Brazilian consumers' behavior for different coffee presentations: An exploratory study comparing hard laddering and completion task

An Exploratory Qualitative Exploration of the Personal Values Underpinning Taiwanese and Malaysians’ Wine Consumption Behaviors

Co-creation: a B2C and B2B comparative analysis

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