Customer personal values of hygiene product consumption: a means-end analytic approach

Purpose Deodorant, as a hygienic product, becomes a daily necessity product and has significant benefits to its users. Yet, the real motivation for consuming deodorant is not fully understood, and therefore, this study aims to join the extant literature in this context by investigating the effect of personal values. Design/methodology/approach A qualitative study using the laddering approach (means-end analytic) was used and 50 college students participated in this study. Findings The hierarchical value maps show that achievement, power, security and benevolent personal values are responsible for millennials deodorant consumption behavior. Fragrance, price and antiperspirant are the most important attributes that appeal to such consumption. Practical implications The findings also suggested that three different situational factors generated these different personal values. It includes a pre-career environment, puberty and maintaining self-stability. The strongest attributes that appeal to millennials are fragrance, price, antiperspirant, brand, long-lasting quality and packaging. Originality/value This study offers the means-end approach to the framework of millennials deodorant consumption behavior and which can be implemented to investigate millennials consumption decision-making processes.