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1. Means-End-Chain analysis
Example research questions:
• How does the algorithm used to create the hierarchical value
map influence the results?
• Which differences between consumers and farmers have to be
taken into consideration when methods from the field of
consumer studies are applied in a farmers context?
• Does cultivation history, production scale and gender influence
how farmers perceive different formal and informal sources for
banana planting material?
The Means-End Chain method was developed to understand how consumers
evaluate, and why consumers value, the products or services they purchase.
The method has recently ben used in the field of agriculture to understand
farmers decision making. We have used and evaluated the method applied
in a farmers context. Banana farmers with different production scales and
from different regions in Uganda were asked about their perception of
formal and informal seed sources for banana planting material.
Means-end chain
analysis and the
laddering method link
individually salient
concrete product
attributes, through
subjectively perceived
or expected
consequences, to
personal values
(Reynolds & Gutman,
1988; Walker & Olson,
1991). These linkages
between attributed,
consequences and
values are presented
in a hierarchical value
map (image left).
Attributes
Consequences
Values
