What is a means-end chain analysis?
Mean end chain theory is a marketing research technique where the researcher generally tries to probe the mind of the customer in order to bring out the nuances of consumer behaviour. It is a combination of both qualitative and quantitative research method to bring out the latent need of the customers.
What are the 6 components of the mean end chain?
… has been argued that the means-end method consists of six aspects or levels of a hierarchy: concrete attributes, abstract attributes, functional consequences, psychosocial consequences, instrumental values and terminal values as described by many researchers (Gutman, 1982(Gutman, , 1997Mulvey et al., 1994;Olson and …
What is the structure of the means-end chain?
The Means-End Chain Theory (MEC) is a value-based, cognitive model that. facilitates the better understanding of decision-making and consumer behaviour. It. connects the tangible attributes of a product (the means) to highly abstract and. intangible personal and emotional values (the ends) (Olson and Reynolds, 2001).
What means-end chain framework?
The means-end chain model developed by Gutman (1982) sustains the supposition that values are dominant factors in the pattern of consumer purchase; that these consider products or services based on the function of satisfying values; that all actions have consequences (desired or not); and, finally, that there is a …
What is means-end chain with example?
Refers to the end states of being and preferred modes of behavior. Self-esteem is an example. Examples of Means-End Chains. Here are several means-end chains that represent one consumer’s product knowledge for a product class (hair spray), a product form (flavored potato chips), and a brand (Scope mouthwash).
Why is means-end chain important?
Means-End Chain Theory has been developed in order to understand how consumers link attributes (A) of products with particular consequences (C), and how these consequences satisfy their personal values (V). These chains are often seen as a representation of the basic drive that motivates consumer behaviour.
What is the main concept of the means-end theory?
The means-end approach is based on a theory that product and service attributes are associated with consequences, or product benefits and risks, and even the personal values the product can help consumers fulfill.
What is a means-end model?
A means-end. chain is a model that seeks to explain how a product. or service selection facilitates the achievement of de- sired end states.
What means-end approach?
Means-end is a rigorous research method that employs the laddering interviewing technique. The means-end approach is based on a theory that product and service attributes are associated with consequences, or product benefits and risks, and even the personal values the product can help consumers fulfill.
How can marketers use means-end chain analysis?
The Means-end Approach Using Laddering. It is used to uncover the underlying emotions, consequences, and personal values that drive consumer choice. Market researchers use the approach to understand consumer choices, and design advertising and communications messaging to influence them to choose their product or brand.
What is a means-end approach?
How does means-end analysis help in effective decision making?
Means-end theory embodies the two key dimensions of persuasion: understanding the target audience’s personal values and understanding the emotional links that tie those values to a specific decision. A decision becomes more personally relevant when people perceive that the decision will help them realize their values.