Quantifying consumers' motivational structures for food products

Wilma den Hoed and Gerda I. J. Feunekes

This paper describes methodological issues concerning the Association Pattern Technique, a method to quantify means-end chain structures.

Quantifying Consumers' Motivational Structures for Food Products

The Association Pattern Technique

Gerda I. J. Feunekes Unilever Research Vlaardingen andWilma den Hoed Unilever Research Vlaardingen

INTRODUCTION

In order to get a quantitative description of consumers'...

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