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Unpacking Value: Exploring What Value Means to Consumers

UNPACKING VALUE EXPLORING WHAT VALUE MEANS TO CONSUMERS THROUGH ... IMAGERY DESCRIPTORS ATTRIBUTES INDUSTRIES BRANDS IMAGERY Family Nature "When I think of value, I think more than just about $$$. The images above show things that I value as a person: my family "I feel that family and loved ones are the greatest value, but there are other things we should value highly. These 1+1=3 and friends, nature, the environ- things being our fragile Earth, the beauty of Nature, an educa- tion and the knowledge it ment, fresh homemade foods, my sleep, my time, animals, helping other people, my safety, my country." brings." Measured Value Emotions "Value to me means finding a balance between price and "Finding good value makes me happy and serene. It feels like getting something extra and finding a wish fulfilled." quality. It's more than just saving money, but it's about feeling good about getting the Four main dimensions of value - Measured Value, Emotions, Family, and Nature right product/service at the right price." Images shown reflect the eCollage images most used to describe what Value means to them. DESCRIPTORS useful bargain, lastingworth priceservice family affordable 1. discount moñey quality durability Pričeservice cost usefulness longevity made reliabilityproduct quantity fair happy warranty lasts fun brand cheap durable reputation savings me sale happiness bulk sturdy e«reliable alue inexpensive deal ATTRIBUTES DURABILITY LONGEVITY CONSISTENCY WILL USE OFTEN INDUSTRIES AUTOMOBILES 42% 17% ELECTRONICS INSURANCE SERVICES 11% Automobiles are probably the second most expensive item most people buy. Getting the best price and quality makes a big difference. SHOES & 6% APPAREL BEAUTY & PERSONAL CARE 5% BRANDS SONY APPLE TOYOTA HONDA SONY Best in class Well-made High quality performance Long-lasting Well-known brand name Customer care Long established brand Trustworthy Innovative Fair price Well-designed products Aesthetically appealing Dependable Reliable High-tech Durable Reliable Durable Built to last Safe Survey included 500 US citizens, ages 18+. Results also available for UK and China consumers. © 2012 BuzzBack LLC For more information, email

Unpacking Value: Exploring What Value Means to Consumers

shared by BuzzBack on Nov 17
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When BuzzBack reached out to an international group of marketing and insight professionals and asked what theme they were most interested in learning more about, the ‘winner’ was Value. It’s not...


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