Abstract

In recent years, dipping sauce products (also known as industrial fish sauce) have had a significant development with various brands, which has gradually taken the place of traditional fish sauce products in the market. The main purpose of this study is to identify the values that traditional fish sauce users receive, thereby helping traditional fish sauce businesses to focus on producing and communicating these important values to customers. To determine these values, the present study employs Mean-End Chain theory and soft-laddering interview technique with the following objectives: (i) identify the attributes of traditional fish sauce leading consumers' decisions of use; (ii) explore the link between these attributes and consumers' values through chains of the attribute (A) - consequence (C) - value (V) according to MEC theory. Research findings have shown 17 attributes of traditional fish sauce, 20 consequences (including 13 functional consequences and 07 psychosocial consequences), and 12 values, in which 4 important values including Mental comfort; Good health; Trust; and Loyalty. From the research's results, managerial implications are proposed to promote the production and consumption of traditional fish sauce.