The 9th - Values

"Values are our ideas about what is desirable". Wilkie

“If we believe our overall values drive our behaviour, then we should be concentrating on the important, underlying motives that drive consumers to make product or service choices rather than simply product attributes” (Ries & Trout 1982)

I think value is what we hold important to ourselves, to some people certain things are of very much value and to other people those exact things may not be of any importance at all. Many people will find family to be important to them. Some will see other things as of great importance to them:

1. Self Respect
2. Excitement
3. Being Well Respected
4. Self-fulfilment
5. Sense of accomplishment
6. Warm relationship with others
7. Security
8. Fun & enjoyment
9. Sense of belonging

A wife might find that a good relationship with her husband is of importance and value to her. Marketers can use this and they may have adverts which target husbands and wives. This would be a good advert for a wife!

This advert is clearly targeting a wife. It is also meeting the need of a wife and also the values of a women, i.e. I don't want to make a sweeping comment but she would want her husband to do the cooking for once as she might do it usually. This advert from IKEA would, I think, definitely get the women interested and she will be interested in the product.