Customer personal values of hygiene product consumption: a means-end analytic approach
ISSN: 1747-3616
Article publication date: 3 August 2021
Issue publication date: 23 March 2022
Abstract
Purpose
Deodorant, as a hygienic product, becomes a daily necessity product and has significant benefits to its users. Yet, the real motivation for consuming deodorant is not fully understood, and therefore, this study aims to join the extant literature in this context by investigating the effect of personal values.
Design/methodology/approach
A qualitative study using the laddering approach (means-end analytic) was used and 50 college students participated in this study.
Findings
The hierarchical value maps show that achievement, power, security and benevolent personal values are responsible for millennials deodorant consumption behavior. Fragrance, price and antiperspirant are the most important attributes that appeal to such consumption.
Practical implications
The findings also suggested that three different situational factors generated these different personal values. It includes a pre-career environment, puberty and maintaining self-stability. The strongest attributes that appeal to millennials are fragrance, price, antiperspirant, brand, long-lasting quality and packaging.
Originality/value
This study offers the means-end approach to the framework of millennials deodorant consumption behavior and which can be implemented to investigate millennials consumption decision-making processes.
Keywords
Citation
Herjanto, H. and Amin, M. (2022), "Customer personal values of hygiene product consumption: a means-end analytic approach", Young Consumers, Vol. 23 No. 1, pp. 112-128. https://doi.org/10.1108/YC-03-2021-1298
Publisher
:Emerald Publishing Limited
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