Consumer cognitions. Mapping Personal Benefits Relating to Perfume Purchase in the United Kingdom and Germany
SusanBaker Cranfield University, United Kingdom
INTRODUCTION
Marketers are familiar with the notion that,
People spend their money not for goods and services, but to get value satisfactions they believe are bestowed by what they are buying
Source: Levitt, 1969
Levitt illustrated this concept of the augmented product with the now renowned phrase,
buyers do not buy quarter-inch drills; they buy quarter-inch holes
Source: Levitt, 1969
Understanding the benefits...