AGENDA Introduction Means-end chain overview About our survey Survey results Consumers and marketers standpoint Conclusion
INTRODUCTION Among the many marketing researchtechniques, 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 OVERVIEWAttributes: “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 SURVEYCategory product:Fitness/ sport clubs
OUR SURVEYMethod:Personal interviews with 31 respondents between 18 and 70 yearsRespondents:15 males, 16 females, 13 students and 18 working respondentsPlace:Greater Toronto Area3 Focus groups:18 to 25 year olds26 to 50 year olds51 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 GROUPFemale and male on a total of 10 Similarities:want to lose weight and look attractiveattributed towards additional facilities to be available at the gymDifferences:Girls- to develop healthy lifestyleMen - to use additional facilities as means to socializeCore ValuesGirls: feel to be attractiveMen: feel to be self-confidentOther FindingsPrice is the biggest influential factorSocializing with friends and family takes prevalence over joining a fitness club on any given day
SURVEY RESULTS: 26-50 AGE GROUPSurvey of 10 people5 Females5 MalesNo any significant differences between male and female perception of the attributes at this group
Survey Results: 26-50 AGE group Healthy High Self- Personal Feel Healthy wellbeing esteem happiness Attractive WellbeingCore Values Build Variety of different Less germs Reputable Feel exercise place comfortable musclesConsequences Cleanliness Equipment VarietyAttributes .
SURVEY RESULTS: 51-70 AGE GROUPSurvey of 11 people were done:6 Females5 Males
FEMALES (AGE 51-70) Core Values Maintain Reduce Move Beauty Live Longer Medication Socialize Dependency Freely Improve Skin Reduce Texture/ Feeling Building Disease pressure on Complexion Young Confidence Prevention the legsConsequencesAttributes Body Shaping Weight Loss .
MALES (AGE 51-70) Core Values To attract Enjoy life Business To become Increase opposite without sweating on promotion well known confidence sex machine Relax and Time To feel To look pass Networking Feel young handsome importantConsequences Use of other facilitiesAttributes like sauna and pool Body Building .
51-70 Age Group Female Female Male Male 3 People 3 People 2 People 3 PeopleAttributes Body Weight Other Body building. shaping loss facilitiesConsequence Beauty Medical Network Looks& Core values and looks reasons Society House Business Hospitality and ladies wives people show business executives.
CONSUMERS AND MARKETERS STANDPOINTRelationships between product attributes and core values are used to develop an advertising strategy:1 example : “Get in shape”http://www.youtube.com/watch?v=ytc0fGz3mLo2 example: “Girl with nuts”http://viad.tv/video-13013/orange-fitness-girl-with- nuts/
CONSUMERS AND MARKETERS STANDPOINTExample 3: Body shaping – Feel Young – Live Long/ FeelAttractive
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.
REFERENCES1) "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=69 3187&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/
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