Consumerbehaviour Measuringmeans Endchains 121205065042 Phpapp01
Transcript of Consumerbehaviour Measuringmeans Endchains 121205065042 Phpapp01
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MEASURING MEANS-END CHAINS
ADMS 4220 Consumer Behavior
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AGENDA
Introduction
Means-end chain overview
About our survey Survey results
Consumers and marketers standpoint
Conclusion
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INTRODUCTION
Among the many marketing research
techniques, one such method that aims to
understand consumer behaviour is the
Means End Chain Model
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MEANS-END CHAIN OVERVIEW
The model explores the connection between consumer and product
through the construction of a simple
associative network between concreteand abstract product attributes,functional and psychosocial
consequences linked with product useand, finally, consumers’ instrumental
and terminal values.
Attributes Consequences Core Values
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MEANS-END CHAIN OVERVIEW
Attributes: “I like this car
because it is
convertible”.
Consequences: “ I feelyoung and free when I
drive this convertible
car”.
Core values: “The feel of
youth makes me feel
attractive”.
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OUR SURVEY
Category product:
Fitness/ sport clubs
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OUR SURVEY
Method:Personal interviews with 31 respondents between 18 and 70
years
Respondents:
15 males, 16 females, 13 students and 18 workingrespondents
Place:
Greater Toronto Area
3 Focus groups: 18 to 25 year olds
26 to 50 year olds
51 to 70 year olds.
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SURVEY RESULTS: 18-25 AGE GROUP
Female and male on a total of 10Similarities:
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
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SURVEY RESULTS: 18-25 AGE GROUP
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SURVEY RESULTS: 26-50 AGE GROUP
Survey of 10 people
5 Females
5 Males
No any significant differences between male andfemale perception of the attributes at this group
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.
Cleanliness
Less germs Feelcomfortable
Reputable place
Healthywellbeing
Personalhappiness
High Self-esteem
Core Values
Consequences
Attributes
Equipment Variety
Build
differentmuscles
Variety of
exercise
FeelAttractive
HealthyWellbeing
Survey Results: 26-50 AGE group
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SURVEY RESULTS: 51-70 AGE GROUP
Survey of 11 people
were done:
6 Females
5 Males
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FEMALES (AGE 51-70)
.
Body Shaping Weight Loss
Improve SkinTexture/
Complexion
Reduce
pressure on
the legs
BuildingConfidence
FeelingYoung
DiseasePrevention
MaintainBeauty
MoveFreelySocialize
Live Longer Reduce
Medication
Dependency
Core Values
Consequences
Attributes
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MALES (AGE 51-70)
.
Use of other facilitieslike sauna and pool
Body Building
Relax and Time pass
To look handsome
To feelimportant
Networking Feel young
Enjoy lifewithout
sweating on
machine
To attract
oppositesex
To becomewell known
Business
promotion
Increase
confidence
Core Values
Consequences
Attributes
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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
Societyladies House
wives Business people Hospitality and
show business
executives.
51-70 Age Group
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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/
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CONSUMERS AND MARKETERS
STANDPOINT
Example 3: Body shaping –
Feel Young –
Live Long/ FeelAttractive
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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.
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QUESTIONS
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Thank you!
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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 FoodConsumers." 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 UncoveringCore 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/