Analysis of means-end chain data in marketing research

Means-End Chain Theory has been developed in order to understand how consumers link attributes (A) of products with particular consequences (C), and how these consequences satisfy their personal values (V). The associations in the mind of the consumer between A's, C's and V's are labelled means-end chains (MEC). These chains are often seen as a representation of the basic drive that motivates consumer behaviour. Numerous studies have shown that techniques using MEC are suitable for a wide range of marketing applications. But there is no agreement among researchers as to the way MEC observations should be analysed. In this paper, we review methods of analysis of such observations and suggest the most appropriate procedures. Data from a study of smokers’ perceptions of cigarettes in a European city are used for illustration purposes.

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