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Linking Products and Consumers: The Consumer Benefit Ladder ...
Moore, Marian C.
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Linking Products and Consumers: The Consumer Benefit Ladder Approach
Moore, Marian C. Technical Note M-0750 / Published September 19, 2008 / 6 pages.
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Product Overview

This note provides a brief overview of the consumer benefit ladder (CBL) technique, a tool used to uncover why consumers buy particular products or services. CBLs are similar to means-end chains, hierarchical value maps, and so forth.



Learning Objectives

Provide an explanation of the Consumer Benefit Ladder Technique Provide enough direction for students to use the CBL technique in research for class projects


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  • Overview

    This note provides a brief overview of the consumer benefit ladder (CBL) technique, a tool used to uncover why consumers buy particular products or services. CBLs are similar to means-end chains, hierarchical value maps, and so forth.

  • Learning Objectives

    Learning Objectives

    Provide an explanation of the Consumer Benefit Ladder Technique Provide enough direction for students to use the CBL technique in research for class projects