Can one Target Perceived Value? An Study of Consumers of Classical Music Education

Abstract

The purpose of this study is to verify the possibility of classifying values as perceived by consumers. A sample of 240 consumers of classical music education was subjected to interviews based on the Means-End Chains Model. It was possible to check the associative relationships between personal values of consumers, the benefits, and perceived attributes according to the Technical Standards Association, which resulted in two groups of consumers. The first group is the "sensitive", who have low identification with classical music, related to personal values, warm relationships and high respect, and associated emotional influence and security. The second is the "introspective", with high identification with classical music, related to the size and power formed by individuals motivated by the characteristic sound. This group externalizes, through music, their feelings, their way of feeling the world around them, and without the aid of others. The results of this empirical application of the study suggest that targeting perceived value can be validated by other research and build the way for more specific marketing actions.