Laddering technique

Market Research March 1, 2017 Laddering Technique Self Esteem

 Prestige

 WTP (quality)

 “Meaner” look and sound

 More Horsepower I decided to interview my boyfriend who just recently purchased an $800 exhaust for his

Subaru WRX, which he got on sale and was willing to pay more for. I was very interested to see

what this technique revealed about this purchase. He had already changed his intake and this

exhaust was going to enhance what the new intake was already doing for the car, so that was a

main component in purchasing a quality exhaust to get the most out of the intake as well.

When asking “Why is this product important to you”, Will replied that he wants to get the most

out of his car and the money that he has already put into it. Also, that car season is around the

corner. Up until this interview I was unaware there was a “car season”.

Managerial actions that can be taken based on my findings would be to promote

products at “car meets” and to easily promote the benefits of the products not just the way the

exhaust is going to sound. Social Media pages are another key place that “car people” find out

about what products that other people have used on the same type of car as well. My

boyfriend follows a bunch of Subaru WRX pages on twitter and Instagram so he can see what

other people are doing with their cars. In this car would it is very important to keep up with

other people in your circle. Being quick with upgrading your car is a way to be accepted into this

world. A large majority of his friends are all part of this group and when one of them does

something to their car the rest follow.

A marketing manager in this field should definitely pay a heavy attention to social

media, and online promotion. If you got a promoter on Instagram for example that only

upgraded their car with your products it would be a great benefit to the company because

other people could see how the products are working for someone else. It’s hard when buying

car parts when you can’t hear or see them on the vehicle. It’s an expensive hobby so people do

a lot of research into what they purchase and if you make your products information readily

available I feel you would have a competitive advantage as a company.