The implementation of L-O-V in Venezuela

This paper demonstrates the applicability of the L-O-V (List of Values) in Venezuela as a means of consumer classification, as well as the steps taken for its adaptation to the local context.

The implementation of L-O-V in Venezuela

Gilbert Bergna, Orlando M. Riebman, Susana Arreaza, and James Baskin, Statmark SA, Venezuela

This paper demonstrates the applicability of the L-O-V (List of Values) in Venezuela as a means of consumer classification, as well as the steps taken for its adaptation to the local context. To test initial applicability within the marketing con