Linking Products and Consumers: The Cons...
Moore, Marian Chap...
Linking Products and Consumers: The Consumer Benefit Ladder Approach
M-0750 | Published September 19, 2007 | 6 pages Technical Note
Collection: Darden School of Business
Product Details
This note provides a brief overview of the consumer benefit ladder (CBL) technique, a tool used to uncover why consumers buy particular products or services. CBLs are similar to means-end chains, hierarchical value maps, and so forth.
Provide an explanation of the Consumer Benefit Ladder Technique Provide enough direction for students to use the CBL technique in research for class projects
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