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' motivational structures for specific foods, the newly developed method Association Pattern Technique (APT) has been applied. This method provides understanding in the way that consumers are motivated to choose specific products. It can be applied to give direction to both, product development and marketing. This method has been developed and used for foods in Europe (Ter Hofstede et al. 1998, Ter Hofstede...