Abstract
Adolescents easily shift their attentions to popular goods on the market; therefore marketers are used to providing lovely free gifts as their marketing tools to attract the adolescents’ attentions. This study based on the means-end chain (MEC) methodology tends to reveal adolescent perceptions toward the “dollar-quantity” combinations of free-gifts provided by the convenience stores. Applying the variables obtained from three surveys, factor analysis and MEC methodology were used to derive the factor hierarchical value map. The new map can provide marketers with information of adolescents’ perceptions for developing effective promotion activities. Key words: Free gift, laddering, hierarchical value map, means-end chain
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