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York University Consumer Behaviour Final project
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MEASURING MEANS-END CHAINS
ADMS 4220 Consumer Behavior
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
.
Cleanliness
Less germs Feel
comfortable
Reputable
place
Healthy
wellbeing
Personal
happiness High Self-
esteem
Core Values
Consequences
Attributes
Equipment Variety
Build
different
muscles
Variety of
exercise
Feel
Attractive
Healthy
Wellbeing
Survey Results: 26-50 AGE group
SURVEY RESULTS: 51-70 AGE GROUP
Survey of 11 people
were done:
6 Females
5 Males
FEMALES (AGE 51-70)
.
Body Shaping Weight Loss
Improve Skin
Texture/
Complexion
Reduce
pressure on
the legs
Building
Confidence
Feeling
Young
Disease
Prevention
Maintain
Beauty
Move
Freely Socialize Live Longer
Reduce
Medication
Dependency
Core Values
Consequences
Attributes
MALES (AGE 51-70)
.
Use of other facilities
like sauna and pool Body Building
Relax and Time
pass
To look
handsome To feel
important Networking Feel young
Enjoy life
without
sweating on
machine
To attract
opposite
sex
To become
well known Business
promotion
Increase
confidence
Core Values
Consequences
Attributes
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
Society
ladies
House
wives
Business
people
Hospitality and
show business
executives.
51-70 Age Group
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/
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-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 Uncovering Core 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/