Percepção de Valor Através da Técnica Laddering: Uma Análise dos Clientes de Caminhonetes Picapes Médias

Wagner Junior Ladeira; Anderson Zancheta

doi:10.5585/remark.v10i1.2178

Authors

Wagner Junior Ladeira Universidade Federal do Rio Grande do Sul
Anderson Zancheta UNISINOS

DOI:

https://doi.org/10.5585/remark.v10i1.2178

Keywords:

Laddering, Attributes, Consequences, Perceived Value.

Abstract

The objective of the article is to identify the perceived value of average consumers of pickup trucks. We conducted exploratory, qualitative research with consumers located in the Greater Porto Alegre-RS. We used laddering as a technique for collecting and analyzing data. The survey sample consisted of 13 respondents, this number being determined through theoretical saturation of the responses, with the identification of complete value chains. Data analysis was divided into four key steps: (a) compile data on individual attributes, consequences and values, (b) drafting table ladders, (c) creation of the matrix of commitment and hierarchical map of values and (d) definition of prevailing perceptions and the relationship that creates the perceived value of average consumers of pickup trucks.

<br> Doi:10.5585/Remark.V10i1.2178

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Author Biographies

Wagner Junior Ladeira, Universidade Federal do Rio Grande do Sul

Possui graduação em Administração de Empresas pela Universidade Federal de Viçosa (2003) e mestrado em Administração pela Universidade Federal do Rio Grande do Sul (2006). Atualmente esta fazendo doutorado na Universidade Federal do Rio Grande do Sul na área de Gestão de Tecnologia e Inovação. É também professor do Centro Universitário La Salle e da UNISINOS.