The push for holistic perspectives
From consumers ot people
Ick-Sang Roh & Jay W. ShimAbstract
Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning. Considerations of price and quality matter for consumers, but, in many instances, value orientation also affects everyday choices made by consumers in favor of particular products and brands.
As such, it is not enough to identify ‘needs’ that a consumer is trying to satisfy, and both researchers and marketers have to understand ‘values’ that consumers take into account when they make a choice with regard to brand preference, price sensitivity and other related purchasing decisions.
This study presents a comparative study of value orientation and consumer choice in major cities of Asia, Europe and North America applying the two different approaches of value segmentation to map the different social and cultural terrain of value orientation and its impact on consumer choice.
Ick-Sang Roh
President, Hankook Research, Korea
Dr. Ick-Sang Roh (Ph. D. in sociology, Korea University) is a CEO and President of Hankook Research, the largest marketing and opinion research firm in Korea, which he founded in 1978. Dr. Roh has served as President of Korean Society of Marketing and Opinion Research (KOSOMAR) and Korean National Representative to ESOMAR. Dr. Roh is also an adjunct professor of sociology at Hanyang University.
Jay W. Shim
Executive Research Director and Head of Public Opinion Research Division, Hankook Research, Korea
Mr. Jay W. Shim is an Executive Research Director and Head of Public Opinion Research Division at Hankook Research. Mr. Shim studied sociology at the Seoul National University and the University of Wisconsin-Madison. Mr. Shim currently teaches courses on public opinion, survey method and social marketing at Kookmin University.
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