MEASURING MEANS-END CHAINS

ADMS 4220 Consumer Behavior

AGENDA

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

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, functional and psychosocial

consequences linked with product use and, finally, consumers’ instrumental

and terminal values.

Attributes Consequences Core Values

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”.

Core values: “The feel of

youth makes me feel

attractive”.

OUR SURVEY

Category product:

Fitness/ sport clubs

OUR SURVEY

Method:

Personal interviews with 31 respondents between 18 and 70 years

Respondents:

15 males, 16 females, 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?

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 - 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

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

.

Cleanliness

Less germs Feel

comfortable

Reputable

place

Healthy

wellbeing

Personal

happiness High Self-

esteem

Core Values

Consequences

Attributes

Equipment Variety

Build

different

muscles

Variety of

exercise

Feel

Attractive

Healthy

Wellbeing

Survey Results: 26-50 AGE group

SURVEY RESULTS: 51-70 AGE GROUP

Survey of 11 people

were done:

6 Females

5 Males

FEMALES (AGE 51-70)

.

Body Shaping Weight Loss

Improve Skin

Texture/

Complexion

Reduce

pressure on

the legs

Building

Confidence

Feeling

Young

Disease

Prevention

Maintain

Beauty

Move

Freely Socialize Live Longer

Reduce

Medication

Dependency

Core Values

Consequences

Attributes

MALES (AGE 51-70)

.

Use of other facilities

like sauna and pool Body Building

Relax and Time

pass

To look

handsome To feel

important Networking Feel young

Enjoy life

without

sweating on

machine

To attract

opposite

sex

To become

well known Business

promotion

Increase

confidence

Core Values

Consequences

Attributes

Female

3 People

Female

3 People

Male

2 People

Male

3 People

Attributes Body

shaping

Weight

loss

Other

facilities

Body building.

Consequence

& Core values

Beauty

and looks

Medical

reasons

Network Looks

Society

ladies

House

wives

Business

people

Hospitality and

show business

executives.

51-70 Age Group

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.youtube.com/watch?v=ytc0fGz3mLo

2 example: “Girl with nuts”

http://viad.tv/video-13013/orange-fitness-girl-with-

nuts/

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!

REFERENCES

1) "Why." The Free Dictionary. Farlex, 2007. Web. 06 Mar. 2012. <http://www.thefreedictionary.com/why>.

2) Boer, Martine De. "Means-End Chain Theory Applied to Irish Convenience Food Consumers." Mendeley Research Networks. 2002. Web. 06 Mar. 2012. <http://www.mendeley.com/research/meansend-chain-theory-applied-irish-convenience-food-consumers-1/>.

3) Weijters, Bert. "A Means-End-Chain Analysis of Pub Visits in Belgium." Proceeding of the Beeronomics Conference (2009): 1-10. Web. <http://https://biblio.ugent.be/input/download?func=downloadFile&recordOId=693187&fileOId=967702>.

4) Hawley, Michael. "Laddering: A Research Interview Techinque for Uncovering Core Values." (2009): 1-7. Web. <http://http://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.php>

5) http://www.youtube.com/watch?v=ytc0fGz3mLo

6) http://viad.tv/video-13013/orange-fitness-girl-with-nuts/