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I will have two documents uploaded one id the instructions and the other one is the sample paper that you can use the same one just delete the other work thats on there.

Laddering Interview Assignment
Consumer Behavior
Purpose of Assignment
● Understand that all consumer purchases can be traced to underlying motivations (values, goals, needs).
● Get hands-on experience with conducting a laddering interview.
Instructions
● Conduct a laddering interview with a consumer of your choice on one of their favorite brands. Steps outlined below.
● The process you go through to do this assignment will be a lot less structured than your other assignments since this is qualitative
research. So, allow yourself some creativity and freedom.
Interview Steps
Take good notes or record your interview so you can analyze it later. During the interview, reflect back what you’re understanding to make
sure you are on the right track. Also, ask questions like, “Can you tell me more?” or “Is there anything else that is coming up?” to make sure
you’re going deep enough. Silence and pausing can also help your consumer dig deeper on their own.
●
Step 1: Choose a Consumer and Brand
Choose a consumer who is very loyal to a particular brand. You are likely to find “juicer” underlying motivations if they brand is not
preferred for purely functional reasons.
●
Step 2: Generate Alternate Brands List
Ask consumer to list a few other brands in the same category that they specifically would not purchase or do not like.
●
Step 3: Generate Distinguishing Attributes
Ask consumer what the differences are between their brand and the brands listed in Step 2. They should list as many as they can;
give them time and ask, “anything else?” Then, they can indicate which 2-4 are the most important to them.
●
Step 4: Researcher Chooses Focal Attributes
Choose which attributes you want to dig deeper on. Give yourself some time to choose those attributes you think have the most
potential for yielding unique underlying motivations.
●
Step 5: Discover Motivations
Ask questions to uncover the means-end chains for each of the focal attributes. In other words, what are the associated functional
and/or psychosocial consequences and the underlying motivations for each attribute? I’ve pasted the slides talking about various
motivations below for your convenience. Do not skip straight to needs but try to pause on values and goals as well. Experiment
with different ways of getting the information you are looking for; it will be different for each consumer. You may not be able to
uncover the means-end chains for each attribute, but you should be able to uncover at least two attributes’ means-end chains.
What to Turn In
Follow the sample paper for all the content I want you to turn in and for formatting. Download the file as a Word Document and then you
can edit it with your content. Everything highlighted should remain and everything else should be replaced with your own work.
For the “Summary of Means-End Chains” section, you can either create it digitally like the sample submission or draw it out by hand and
take a picture to import into your Word Document.
Step 1: Choose a Consumer and Brand
My husband Matt is pretty loyal to the Uniqlo clothing brand, so I interviewed him about his
affinity for Uniqlo.
Step 2: Generate Alternate Brands List
When I asked Matt to list other brands of clothing that he chooses not to buy, he listed:
1. Banana Republic
2. Gap
3. Old Navy
4. Adidas
5. Wrangler
6. L.L. Bean
7. Tommy Hilfiger
Step 3: Generate Distinguishing Attributes
I asked Matt what about Uniqlo makes it different from these other brands. He listed the
following attributes. I have bolded the ones he said were most important to him.
1. Better Sizing/Git
2. Understated, Not Flashy
3. Relatively Inexpensive
4. Decent Quality
5. Lots of Types of Clothes
6. Basics – Mix & Match
7. Fashion Aware
Step 4: Researcher Chooses Focal Attributes
I wanted to choose items that seemed would yield deeper insight, so I decided against the
inexpensive and decent quality (value) attributes. These are the ones I chose to focus on:
1. Better Sizing/Fit
2. Understated, Not Flashy
3. Basics – Mix & Match
4. Fashion Aware
Step 5: Discover Motivations
I started by asking Matt why he likes basics. He revealed that he liked basics because it allowed
him to mix and match his clothing. So, it took less time to get dressed, which is related to his
need for ease. He also said he wanted to look good but not like he tried too hard, and also not
spend a lot of money, and that was related to his need for acceptance and belonging. He also
said that if he looks like he tries too hard, it might signal to others that he is superficial and that
doesn’t represent who he is, which is related to his need for self expression. He also mentioned
that he liked the styles and colors that Uniqlo offered because they matched his identity, so I
thought that was tied to his need for self expression again.
I then asked Matt why he preferred clothes that were not flashy. He said he didn’t want to
stand out, and when I asked him why, he said he’d rather be valued for his merits rather than
what he’s wearing. He wanted people to listen to what he’s saying and to see him for who he is.
So this was related to his needs for being seen and for authenticity.
I could have continued asking him about why he enjoys the sizing and fit of Uniqlo, and why he
likes that the brand is fashion aware, but I figured we would get to similar places as where we
had already arrived, so I stopped the interview there.
Reflections on Experience
Matt was really good at self-reflecting and exploring the motivations beneath his behavior. We
didn’t get stuck even once! I felt like I learned more about him and it was overall an enjoyable
experience.
Summary of Means-End Chains
I summarized the means-end chains using a PowerPoint slide and exported the image below.
Marketing Recommendations if Consumer was Target Segment
Though I was able to get to the underlying needs of ease, acceptance, belonging, selfexpression, being seen, authenticity and comfort, I don’t think Uniqlo’s marketing
communications should focus on all of those. I think ease and authenticity would be the most
appropriate to pursue. Also useful might be some of the points Matt made before we arrived at
the deep underlying needs, like looking good without trying too hard, and not appearing
superficial.
To reach Matt’s consumer segment, Uniqlo’s marketing communications should focus on
looking good without trying too hard. It should feature people who don’t have time to
overthink their wardrobe and who value authenticity and quality, deep connections with
others. These communications should not feature overly-stylized models, over-the-top
statements, or fashionable, flashy lifestyles. Simple, authentic, laid back, and easy is the way to
go.

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