Abstract
D.Com. (Marketing)
Study Objectives
The primary objective of this study was to validate the consumption value theory developed by Sheth et al (1991), and to extend it to the patronage decision.
Procedure
A comprehensive survey of patronage research was conducted, and all the determinants of shopping- and patronage behaviour were identified. These eterminants were then classified as attribute level, or higher order level
factors. The attribute level factors were used to prompt respondents in the laddering interviews that were conducted.
The interviews were analysed, and the contents of the interviews were coded according to the laddering methodology. This resulted in the generation of a implication matrix, as well as hierarchical value maps the linkages between attributes, consequences and linkages. The results of these qualitative interviews were the identification of further attributes, consequences and values. The consequences so identified were then compared to the results of the extensive literature survey, and then aggregated and evaluated to determine whether they conceivably fit the consumption value categories.
Findings
The consumption value theory (which identifies five value constructs) was triangulated with the means-end theory (which postulates that attributes, consequences and values
form a hierarchical relationship) and it is concluded that both these theories integrate well into an extended consumption value theory. The CVT can then be considered to
be theoretically validated. The validated theory was applied in the context of the patronage (-of shopping centres) decision, and it was found to extend to this
previously untested decision. The research revealed a sixth value construct (significant value), but did not allow for the testing of the conditional value construct.
Conclusion
The consumption value theory is a significant advance in consumer behaviour theory, and has been successfully applied to the patronage decision.