A customer value analysis of Taiwan ice cream market: a means-end chain approach across consumption situations.

Yan-Kwang Chen,Fei-Rung Chiu,Pei-Shan Tsai

doi:10.1186/s40064-015-1564-8

Yan-Kwang Chen, Fei-Rung Chiu + Show 1 more

Open Access

https://doi.org/10.1186/s40064-015-1564-8

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Abstract

In the highly competitive market, it is increasingly hard for ice cream stores to develop creative marketing strategies to retain existing customers and attract new ones. This study applies the means–end chain approach to identify the customer value, consequences, and attributes of ice cream and to suggest useful information for ice cream sellers to develop differential marketing strategies across various consumption situations (i.e. on a date, gathering with friends, craving for ice cream). This study conducted one-on-one in-depth interviews with participants. The interview content was subsequently analyzed and coded to produce an implication matrix and a hierarchical value map, which was further used to determine customers’ value perceptions. The results indicate the terminal values of the highest strength comprised economy, pleasure, and efficiency. Pleasure was emphasized among consumers who were on a date or gathering with friends, whereas satisfaction was emphasized among consumers who craved ice cream. Based on the results, the study also provides suggestions to the industry and future researchers.

Highlights

According to Customs Administration, Ministry of Finance of Taiwan, the volume of ice cream imports has increased 56 % over the last decade, from 3399 tons in 2005 to 5316 tons in 2014
Because we are researching customer value in different consumption situations, we logically focus on people who visited the store for a date, people for meeting friends, and people for ice cream
In this study, we used a means-end chain approach to examine the expected values underlying in ice cream consumers in three different consumption situations

Summary

Introduction

According to Customs Administration, Ministry of Finance of Taiwan, the volume of ice cream imports has increased 56 % over the last decade, from 3399 tons in 2005 to 5316 tons in 2014. This lucrative business opportunity has intensified the competition in the ice cream market, motivating all ice cream stores to create uniqueness in their products to differentiate their market or use marketing strategies to attract new customers. Cold Stone allows customers to create their ice cream mix using a wide variety of cookies, nuts, Brownie cakes, and other ingredients with as many as 12000 combinations. Movenpick claims to be dedicated to 100 % customer satisfaction by providing 100 % natural ice cream

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