TY  - JOUR
AB  - Examines some of the applications of repertory grid technique and theory to qualitative market research. In particular, it shows how together they can be used to explore five basic components of the network of subjective meanings that consumers attach to their consumption experiences, what are termed here consumers’ product construct systems (PCSs): consumption domains: how do consumers categorise different products and services?; decision rules: what search strategies and evaluative criteria are employed for each category?; values: what core beliefs underpin different decision rules?; construct complexity: how discriminating are consumer’s decision rules and values?; and construct commonalities: what are the similarities and differences in consumers’ PCSs and how are they mediated by their demographic backgrounds?
VL  - 3
IS  - 3
SN  - 1352-2752
DO  - 10.1108/13522750010333889
UR  - https://doi.org/10.1108/13522750010333889
AU  - Marsden David
AU  - Littler Dale
PY  - 2000
Y1  - 2000/01/01
TI  - Exploring consumer product construct systems with the repertory grid technique
T2  - Qualitative Market Research: An International Journal
PB  - MCB UP Ltd
SP  - 127
EP  - 144
Y2  - 2024/04/26
ER  -