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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/