ADMS 4220 Consumer Behavior

MEASURING MEANS-END CHAINS

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

Survey Results: 26-50 AGE group

Healthy wellbeing
High Selfesteem

Personal happiness

Feel Attractive

Healthy Wellbeing

Core Values Build different muscles Variety of exercise

Less germs

Reputable place

Feel comfortable

Consequences

Cleanliness Attributes
.

Equipment Variety

SURVEY RESULTS: 51-70 AGE GROUP

Survey of 11 people were done: 6 Females 5 Males

FEMALES (AGE 51-70)

Core Values
Maintain Beauty Live Longer

Socialize

Reduce Medication Dependency

Move Freely

Improve Skin Texture/ Complexion

Feeling Young

Building Confidence

Disease Prevention

Reduce pressure on the legs

Consequences

Attributes
.

Body Shaping

Weight Loss

MALES (AGE 51-70)

Core Values
Enjoy life without sweating on machine Business promotion

To become well known

Increase confidence

To attract opposite sex

Relax and Time pass

Networking

To feel important

Feel young

To look handsome

Consequences

Attributes
.

Use of other facilities like sauna and pool

Body Building

51-70 Age Group

Female Female 3 People 3 People Attributes Body shaping Weight loss Male 2 People Other facilities Network Male 3 People Body building.

Consequence Beauty Medical & Core values and looks reasons Society ladies House wives

Looks

Business people

Hospitality and show business executives.

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-withnuts/

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-irishconvenience-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-researchinterview-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/