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Understanding Consumer Knowledge of Product

Yazdani, Elham | 2009

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 39507 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Modares Yazdi, Abdolhamid
  7. Abstract:
  8. Human beings have always been tried to make new, innovative things to benefit from. The new things have been improved from a wheel to a smart car and the benefits have been improved from survival to survival plus fitness, happiness, sense of belonging, security and etc. Companies which have been following the human nature, and thinking of new, innovative products and consumers’ benefits cohesively, could gain competitive advantages. But the process of new product development has always been costly and due to the high failure rate it is risky. One of the main challenges in NPD projects is understanding consumer's behavior. Most companies try to identify consumer's needs by knowledge management tools. It is important to understand what consumer requires which is saved by the name of knowledge associative network in the memory. Means-end theory is used to elicit these networks by hierarchical value maps. In this research, we use Kelly repertory grid and laddering techniques to elicit the map for strawberry yoghurt of KALEH. The result map has many applications; we focus on designing advertising strategy and suggestions for improvement. For advertising strategy, we use the data set including positive ladder concepts and to develop improve
  9. Keywords:
  10. Consumer Behavior ; Consumer Knowledge Management ; Means-End Chain Theory

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