Eliciting The Salient Attributes of Chinese Consumers’ Skincare Choices: An Application of Repertory Testing and Laddering Techniques
(A2025-130299)

AUTHORS

Shuyu Wan, Bournemouth University; Guljira Manimont, Bournemouth University; Samreen Ashraf, Bournemouth University; Jeffery Bray, Bournemouth University

ABSTRACT

To cope with information overload, consumers often rely on brand attributes as heuristics to perceive brands. Guided by the Means-end Chain Theory, this research seeks to uncover how salient attributes shape consumers' skincare brand choices by comparing ‘foreign-branding’ Chinese brands blurring their country-of-origin images with other foreign and Chinese brands. Using Repertory Testing and Laddering Techniques, this research identifies 15 salient attributes (e.g. Premium) of Chinese consumers’ skincare choices and explores the pathways from attributes to personal values. Findings suggest that personal values, ‘A sense of security’ and ‘A comfortable life’, dominantly motivate Chinese consumers to purchase skincare products and indicate that a personal value subsumes more than one attribute. This study contributes to extending the application of Repertory Testing to the skincare category and providing directions for skincare marketers to ensure impactful connections with consumers.