Laddering Interviews Essay Example | Topics and Well Written Essays - 750 words

Laddering Interviews - Essay Example This helped with clear articulation about the qualities of a backpack which stimulates purchase. The other two participants were light users of backpacks, meaning, they were not avid users of backpacks and as such did not know much about the brands that offer backpacks. These two respondents were essentially insensitive to brand name implying they had a preference for generic backpacks. The interview was dissected into questions that inquired about the reasons the participants bought backpacks and the associated characteristics of the backpacks which led them to do so. Next the interview progressed to go deeper to relate the consequences of the characteristics. Lastly, the interview attempted to link how the consequences were influenced by the values each respondent held with respect to backpacks. The responses to the interview showed that most of the participants sought value in the backpacks. A lower price was an attractive characteristic if the backpack was also complimented by greater quality. The more heavy users of backpacks preferred backpacks with high quality fabric, finishing, and water proof lining. This was more common among participants who did sports. On the other hand, participants whose needs were simple preferred lower prices backpacks. This is because the generic backpacks – as opposed to branded backpacks – met their daily needs which included spaciousness to accommodate books, pockets to keep laptop and other accessories, and partitions to keep notes and other books. The size of a backpack was also another important attribute which determined if participants bought the backpack. Size was related to the usage of different participants. Participants who used backpacks for sports needed a larger space to accommodate clothes, equipments, and other necessary accessories. Durability was also identified as a critical attribute