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ADMS 4220 Consumer Behavior

MEASURING MEANS-END CHAINS

AGENDA
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Introduction Means-end chain overview About our survey Survey results Consumers and marketers standpoint Conclusion

INTRODUCTION Among the many marketing research techniques. one such method that aims to understand consumer behaviour is the Means End Chain Model .

consumers’ instrumental and terminal values. functional and psychosocial consequences linked with product use and.MEANS-END CHAIN OVERVIEW The model explores the connection between consumer and product through the construction of a simple associative network between concrete and abstract product attributes. finally. Attributes Consequences Core Values .

Core values: “The feel of youth makes me feel attractive”.MEANS-END CHAIN OVERVIEW Attributes: “I like this car because it is convertible”. Consequences: “ I feel young and free when I drive this convertible car”. .

OUR SURVEY Category product: Fitness/ sport clubs .

16 females.OUR SURVEY Method: Personal interviews with 31 respondents between 18 and 70 years Respondents: 15 males. . 13 students and 18 working respondents Place: Greater Toronto Area 3 Focus groups: 18 to 25 year olds 26 to 50 year olds 51 to 70 year olds.

QUESTIONNAIRE Laddering: Step1: What factors do you consider when you are deciding what brand to buy? Step 2: Why is that important to you? Step3: What does it give you? .

to use additional facilities as means to socialize Core Values Girls: feel to be attractive Men: feel to be self-confident Other Findings Price is the biggest influential factor Socializing with friends and family takes prevalence over joining a fitness club on any given day .SURVEY RESULTS: 18-25 AGE GROUP Female and male on a total of 10 Similarities: want to lose weight and look attractive attributed towards additional facilities to be available at the gym Differences: Girls.to develop healthy lifestyle Men .

SURVEY RESULTS: 18-25 AGE GROUP .

SURVEY RESULTS: 26-50 AGE GROUP Survey of 10 people 5 Females 5 Males No any significant differences between male and female perception of the attributes at this group .

Equipment Variety .Survey Results: 26-50 AGE group Healthy wellbeing High Selfesteem Personal happiness Feel Attractive Healthy Wellbeing Core Values Build different muscles Variety of exercise Less germs Reputable place Feel comfortable Consequences Cleanliness Attributes .

SURVEY RESULTS: 51-70 AGE GROUP Survey of 11 people were done: 6 Females 5 Males .

Body Shaping Weight Loss .FEMALES (AGE 51-70) Core Values Maintain Beauty Live Longer Socialize Reduce Medication Dependency Move Freely Improve Skin Texture/ Complexion Feeling Young Building Confidence Disease Prevention Reduce pressure on the legs Consequences Attributes .

MALES (AGE 51-70) Core Values Enjoy life without sweating on machine Business promotion To become well known Increase confidence To attract opposite sex Relax and Time pass Networking To feel important Feel young To look handsome Consequences Attributes . Use of other facilities like sauna and pool Body Building .

.51-70 Age Group Female Female 3 People 3 People Attributes Body shaping Weight loss Male 2 People Other facilities Network Male 3 People Body building. Consequence Beauty Medical & Core values and looks reasons Society ladies House wives Looks Business people Hospitality and show business executives.

youtube.com/watch?v=ytc0fGz3mLo 2 example: “Girl with nuts” http://viad.CONSUMERS AND MARKETERS STANDPOINT Relationships between product attributes and core values are used to develop an advertising strategy: 1 example : “Get in shape” http://www.tv/video-13013/orange-fitness-girl-withnuts/ .

CONSUMERS AND MARKETERS STANDPOINT Example 3: Body shaping – Feel Young – Live Long/ Feel Attractive .

CONCLUSION  Means End Chain is a unique marketing technique to understand and deliver on consumer behaviour. Why? A simple question coupled with some intelligent probing can accomplish a pool of beneficial information that marketers can use to target anywhere from an entire demographics or to a particular segment etc. .

QUESTIONS .

 Thank you! .

<http://http://www." Proceeding of the Beeronomics Conference (2009): 1-10.thefreedictionary.php> 5) http://www. "A Means-End-Chain Analysis of Pub Visits in Belgium. <http://www. 2007. 2002. <http://www. 3) Weijters.REFERENCES 1) "Why.uxmatters.tv/video-13013/orange-fitness-girl-with-nuts/ . Farlex. <http://https://biblio." (2009): 1-7. Web. Web. "Means-End Chain Theory Applied to Irish Convenience Food Consumers. Web. "Laddering: A Research Interview Techinque for Uncovering Core Values. 06 Mar. Web. 06 Mar. 2012.mendeley.youtube. Michael.com/research/meansend-chain-theory-applied-irishconvenience-food-consumers-1/>.com/why>." Mendeley Research Networks.be/input/download?func=downloadFile&recordOId=69 3187&fileOId=967702>.com/mt/archives/2009/07/laddering-a-researchinterview-technique-for-uncovering-core-values. 2) Boer.ugent. Martine De. 2012. 4) Hawley. Bert.com/watch?v=ytc0fGz3mLo 6) http://viad." The Free Dictionary.