Research Information System
4th Annual International Conference on Social Sciences, Athens, Greece, 24 - 27 July 2017, pp.44
To emphasize “why” and “how” a product is important in
individuals‟ life, it‟s necessary to understand consequences of product
attributes, named product goals. Laddering known as research
interview technique was used to undercover the underlying goals for
purchase or use of the product. Also, Expectancy Value Model was
used to explore how consumers evaluate product goals, referring the
multiplicative function of the importance and the probability of the
goals occuring. A smart socks product is administered by conducting 80
persons studying in Nottingham Trent University, UK, in 2016.
Corresponded to each product attribute, a complied list of product
goals is reported and their expected value to consumers are weighed.