Value MeansEnd Analysis Part 2

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Value (Means-End) AnalysisPart 2

• Turning Features to Benefits to Maximize
  Communications Effectiveness

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Developing a New Credit CardUsing Laddering

• Identify the attributes customers are looking for
  in a credit card are
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• competitive interest rate
• fair or no annual fee
• acceptability of card
• quality customer service including 800 number
• good overall value for the money
• 30 day grace period
• 24 hour card replacement
• error free billing

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Desired Card Enhancements

• Greater spending power
• Purchase protection
• Card registration service
• No-fee travelers cheques
• Increase manufacture warranty

• Worldwide offices and travel insurance
• Cash Rebates
• Rental car insurance including
• Personal Injury
• Frequent Flyer Miles

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The 9 Salient Attributes

•          no annual fee
•          status
•          low interest rate
•          added value
•          acceptability
•          credit limit
•          must pay balance
•          location
•    availability.

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12 Behavioral Consequences

•          not cheated
•          independence
•          convenience
•          dependability
•          save money
•          financial responsibility
•          freedom
•          credit history
•          power
•          security
•          supporting community
•          confidence.

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4 Personal Values

• family concerns
•  improved self-esteem
•  improved quality of life
•  peace of mind.

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Card Attributes Ranked by Consumers
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