Consumer purchase motives and product perceptions: a laddering study on vegetable oil in three countries

Abstract

A means-end approach is proposed to analyse cross-cultural differences in product preferences, product perception and purchase motives. Using a modified version of the laddering technique, data on consumer preference, perception and purchase motives concerning vegetable oil were collected in Denmark, England and France. The results show considerable differences between the three consumer groups both with regard to general knowledge about vegetable oil and with regard to product-specific preferences and purchase motives.