Applying means-end chain theory and laddering interviews to the study of product attributes for Dalat potatoes

Tóm tắt

Dalat potato brand has currently been facing unfair competition from wholesalers using Chinese potatoes labeled with Vietnamese brand to disguise their true origin. Accordingly, potatoes from China are first transported to Lam Dong and then covered by Lam Dong soil to cheat consumers. This study, therefore, aims to explore key attributes of Dalat potatoes, and the benefits and values created by these attributes for consumers of Dalat potatoes. In order to address the research objective, the study uses a qualitative approach based on means-end chain theory and laddering interviews to collect and analyze the data. Eventually, the linkage between attributes, consequences and values are established to help governmental authorities of Lam Dong province to develop strategies for promoting Dalat potato brand. The finding shows that ‘High food value’, ‘Trustful product’ and ‘Tasty and greasy taste’ are key attributes of Dalat potatoes. The linkage between potatoes attributes, benefits and values show that consuming good farm produce like Dalat potatoes help consumers enjoy a better life. This is essential for authorities to position and build a more solid brand for this specialty. To conclude, the paper discusses some managerial implications for promoting and branding Dalat potatoes.