USING THE LIST OF VALUES (LOV) TO UNDERSTAND CONSUMERS

1 April 1988

journal article
Published by Emerald Publishing in Journal of Services Marketing

Vol. 2 (4) , 49-56
https://doi.org/10.1108/eb024742

Abstract

Research on social values has been shown to be beneficial in market segmentation. This article describes the List of Values (LOV), a methodology that may allow comparison and contrast of values. Details of the methodology and recent research using it are described, and data analysis strategies are discussed.

Keywords

LOV
SEGMENTATION
MARKET
BENEFICIAL
UNDERSTAND CONSUMERS RESEARCH
LIST OF VALUES
RESEARCH USING

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