Laddering Interviews Essay Example | Topics and Well Written Essays - 750 words

Laddering Interviews - evidence ExampleThis helped with clear articulation about the qualities of a backpack which stimulates purchase. The other two participants were light users of backpacks, meaning, they were non avid users of backpacks and as such did not know much about the brands that offer backpacks. These two respondents were essentially insensitive to brand name implying they had a preference for generic backpacks.The interview was dissected into questions that inquired about the reasons the participants bought backpacks and the associated characteristics of the backpacks which light-emitting diode them to do so. Next the interview progressed to go deeper to relate the consequences of the characteristics. Lastly, the interview attempted to link how the consequences were influenced by the determine each respondent held with respect to backpacks.The responses to the interview showed that most of the participants sought value in the backpacks. A light price was an attract ive characteristic if the backpack was similarly complimented by greater quality. The more heavy users of backpacks pet backpacks with high quality fabric, finishing, and water proof lining. This was more common among participants who did sports. On the other hand, participants whose needs were wide preferred lower prices backpacks. This is because the generic backpacks as opposed to branded backpacks met their daily needs which included capaciousness to accommodate books, pockets to keep laptop and other accessories, and partitions to keep notes and other books.The size of a backpack was also another important attribute which determined if participants bought the backpack. Size was related to the usage of different participants. Participants who used backpacks for sports infallible a larger space to accommodate clothes, equipments, and other necessary accessories. Durability was also identified as a critical attribute