TITLE

To understand consumers, understand their values

PUB. DATE
August 1987
SOURCE
Marketing News;8/28/1987, Vol. 21 Issue 18, p38
SOURCE TYPE
Trade Publication
DOC. TYPE
Proceeding
ABSTRACT
The article focuses on discussions regarding a market segmentation tool called List of Values (LOV) during the 18th Attitude Research Conference of the American Marketing Association. The LOV tool is designed to help marketers understand the nature of consumers that they are trying to reach. According to associate marketing professor Lynn Kahle, values determine the meanings and motives behind many consumer activities.
ACCESSION #
19146479

 

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