The implementation of L-O-V in Venezuela

Gilbert Bergna, Orlando M. Riebman, Susana Arreaza, and James Baskin,
Statmark SA, Venezuela

This paper demonstrates the applicability of the L-O-V (List of Values) in Venezuela as a means of consumer classification, as well as the steps taken for its adaptation to the local context. To test initial applicability within the marketing context, it was applied to help describe possible purchase and/or usage motivations for some key state–of the–art consumer durables among middle and upscale urban respondents.

The List of Values methodology was initially developed by social researchers of the University of Michigan Survey Research Center (Kahle 1983, Veroff, Douvan and Kulka 1981).

Increasingly, during the last decade there has been growing interest in understanding the influence of values and value systems on consumer decision making, as can be evidenced by several pieces of applied research which link consumer behavior to different buying situations, consumers' motives (Munson 1984, Dichter 1984) and for categories such as automobiles (Henry 1976), gift giving (Beatty, Kahle and Homer 1991), natural food (Homer and Kahle) 1988), leisure activities (Beatty et al, 1985, Boote 1981, Jackson 1973), vacations (Madrigal and Kahle 1994, Muller 1991, Dalen 1989, Pitts and Woodside 1986, Shih 1986) and beer (Hawkins, Best and Coney 1995). Furthermore, there is evidence that values influence brand choice, companies, market place alternatives (Perkins and Reynolds 1988), Reynolds and Gutman 1984) as well as product expectations (Prakash 1984).