The document discusses the means-end-chain framework and applies it to laptops. It introduces means-end-chain theory, then discusses a laptop product by outlining its concrete and abstract attributes, functional and psycho-social benefits, and instrumental and terminal values according to the means-end-chain model. The document aims to analyze how attributes, benefits, and values are related for laptops using the means-end-chain approach.

1. Means-End-Chain
Presented by-
Shishir Ramkumar
Sharath Ghosh
Nahid Anjum
Diya Mazumder
Rakesh Gakare

2. Agenda
• Means-end-chain
• Our product
• Attributes
• Benefit
• Values

3. Means-end-chain
Product
Knowledge
Attributes Benefit Values
Concrete Abstract Functional Psycho-social Instrumental Terminal

4. Our product
• Laptop
• Sample size-8

5. Attributes
Concrete
• Battery back-up
• Sound quality
Abstract
• Performance
• Value for money
• Student friendly
• After sales services

6. Benefit
Functional
• Safety
• Speed
Psycho-social
• Economical
• ROI
• Opportunity cost
• Satisfaction
• Entertainment
• Responsibility

7. Values
Instrumental
• Status
• Stand apart from crowd
Terminal
• Happiness
• Mental peace