Means-end Chain Research Articles

What are the odds of being an organic or local food shopper? Multivariate analysis of US food shopper lifestyle segments

The growth in organic and local foods consumption has been examined using two different approaches to identify characteristics and motivations of food shoppers: market segmentation and economic models using multivariate analysis. The former approach, based on Means-end Chain theory, examines how intrinsic characteristics of foods affect food choices. The latter microeconomic approach examines economic constraints and extrinsic factors. This study demonstrates value in combining the two approaches to generate better empirical predictions of who buys organic and local food. It also supports a broader theoretical framework to explain behavior in terms of intrinsic and extrinsic motivations. Using US data, an adaptation of the Food Related Lifestyle model yields four consumer lifestyles segmented by intrinsic motivations related to food. Each consumer segment exhibits distinct organic and local foods consumption behaviors. A multinomial logit model is estimated to examine the probability of being in one of these four groups as a function of extrinsic variables and economic constraints. In support of Alphabet theory and Regulatory Focus theory, we find that inclusion of extrinsic factors improves prediction of behavior and the ability to explain why they buy organic and local foods. The extrinsic variables that significantly increase the probability of being in a particular consumer food lifestyle segment include: environmental concerns, health practices, race, the presence of a farmers’ market, and to a lesser degree, family composition and income. We also find regulatory focus is most pronounced among the most active organic and local food shoppers.

Plastic Dreams: consumption goals of Melissa collectors

The purpose of this essay is to understand the behaviour of brand collectors and to identify the goal hierarchy behind it. Melissa was the brand used as study object.We performed a literature review and two surveys, qualitative and quantitative, with collectors of the brand. The Means-End Chain Model was used and the Hierarchical Value Map was outlined as a result of the likelihood of relationships between different “having”, “doing” and “being” goals answered by each interviewee. In the qualitative phase, it was discovered that, in order to characterize a Melissa collection, the consumer must take care and preserve items long after they have lost their original purpose, describing them affectionately and associating them to symbolic representations. The quantitative phase showed that the strongest life goals are the Search for Pleasure and for Modernity, and that one of the main concerns and consumption intention of the consumers is to “show they are in the know regarding trends”.

Atividades Física, Educativa e de Dança: Um Estudo dos Valores Pessoais dos Consumidores Idosos

Este artigo apresenta como objetivo principal identificar os valores pessoais dos consumidores idosos dos servios de atividades fsica, educativa e de dana, sob o aspecto motivacional hednico e utilitrio. Adotou-se o modelo de cadeia meios-fim de Gutman (1982), o qual sugere que a pesquisa deve utilizar uma abordagem qualitativa atravs da entrevista em profundidade no levantamento dos dados e da anlise de contedo. Uma fase da metodologia quantitativa, decorrente da tabulao das conseqncias e valores em tabelas, visando construir os mapas hierrquicos, os quais se constituem em diagramas de freqncia. Por meio dos resultados indicados nos mapas hierrquicos de valor foi possvel observar que os valores e benefcios associados participao em cada atividade so tanto de interesse individual quanto coletivo, e tanto de natureza hednica quanto utilitria. Constatou-se atravs dos resultados, a identificao de valores convergentes e divergentes apontando o perfil heterogneo do consumidor idoso indicando que a cultura, as vivncias, as experincias e as realidades atuais corroboram para a manifestao de um valor pessoal caracterstico na sua vida. E nas situaes de compra e utilizao de servios, apresentam como meta a aquisio de novas amizades e a experimentao de momentos variados (com novidades) na vida diria. DOI: 10.5585/remark.v10i3.2251

Analyzing Students’ Technology Use Motivations: An Interpretive Structural Modeling Approach

Despite being more meaningful and accurate to consider student technology use motivations as a set of interactive needs and expectations, the possible underlying hierarchical relationships among motivations receive little attention. Drawn from Uses and Gratifications (U&G) approach and from Means-End Chain (MEC) theory, this study investigates how student technology use motivations can be represented as a set of interrelated and hierarchically organized elements. A set of relevant data concerning students’ technology use motivations was collected by the Repertory Grid Interview Technique (RGT) and analyzed qualitatively using content analysis. Eleven identified student technology use motivations were structured by adopting interpretive structure modeling (ISM) technique. By using Multiplication Applied to Classification (MICMAC) technique, eleven identified factors were further classified into three different types of variables: means, consequences, and ends. The findings of this study have significant theoretical and practical implications to both researchers and managers.

Motivational Factors Influencing Housing Interior Finish Choice and Preference

For any product to command the attention of prospects depends on the quality of its finishing. Housing interior quality depends on the quality of its finishes. This paper presents part findings of housing interior finishes choice and preference among prospective house owners in Nigeria. The study was conducted within the methodological and conceptual frameworks of Means-End Chain (MEC) and Stated Housing Preference and Housing Choice (SHPHC) models. Questionnaire survey and semi-structured interviews were used and data analyzed by content analysis. The result showed that 71.95% ceramic tiles floor finish were preferred by respondents for various motivational factors.

Housing Choice and Preference: Theory and Measurement

Preferences and choices in a society are constant dynamic operations, based upon the behavioral dynamism of people. Housing preferences and choices operate within the framework of preferences and choices for housing attributes. There are underlying motivations that make it possible for an individual to choose from available alternatives within a given product field. This paper examines and outlines the methodological and theoretical framework of housing preferences and choices, based on the theory of means-end chain (MEC). In dealing with user preference of housing, there is a need for research for a development of a technological tool for the identification of user needs and preference.

International Segmentation: Towards a Third Path between Global and National

This paper aims to advance segmentation methodology in international settings. We suggest two techniques that, inserted in current international segmentation methodology, can help researchers find and validate possible transnational segments using various consumption dimensions. In order to facilitate the choice of an appropriate path, we suggest comparing the international segmentation to the country-based segmentation by using the η2 test. Then, if needed, in order to bring out the underlying logics of product consumption in various countries, we suggest comparing the correlations between consumer motivations and product attributes (based on Means–End Chains theory) among the target countries. We provide evidence of the effectiveness of these techniques in the case of an international study of the wine market in China, Chile and France, and conclude with a research agenda.

Linking Personal Values to Energy-Efficient Behaviors in the Home

Laddering techniques are used to identify personal values underlying a range of 21 potential energy-saving behaviors or purchases. At an individual level, ladders (or means-end chains) are quite simple; when aggregated, however, they are complex and show many different paths between underlying values and behaviors. The values identified can promote energy-efficient behaviors or act as obstacles to change. The value “pleasure,” for example, was found to influence energy-efficient behavior, such as hanging the laundry on the line, and inefficient behavior, such as taking long showers. Results show that values relating to “achievement” are most influential on the way people use energy in the home. Thus, social marketing campaigns promoting energy efficiency and conservation should tap into achievement values such as capability and intelligence because these campaigns are more likely to be effective than those that use other types of appeal.

The values of college students in business simulation game: A means-end chain approach

Business simulation games (BSGs) enable students to practice making decisions in a virtual environment, accumulate experience in application of strategies, and train themselves in modes of decision-making. This study examines the value sought by players of BSG. In this study, a means-end chain (MEC) model was adopted as the basis, and ladder method soft laddering was used to conduct in-depth interviews with students who had experience in using BSGs. The chain concept of ''attribute-consequence-value'' was used to understand students' value cognition structures. Content analysis was used to analyze the attributes-consequences-values for BSGs players, then converted into a Hierarchical Value Map (HVM). The results showed that students consider teamwork and market diversity as the most important attributes, and the consequences of a cooperative approach and market diversity are emotional exchange and multi-thinking, with the ultimate value brought to users by exchanges between teams and constant thinking being interpersonal relationships and a sense of accomplishment.

Combining means-end chain and fuzzy ANP to explore customers’ decision process in selecting bundles

Although some researches had submitted the hierarchical model of customer value, there are still questions remaining in the model. How to achieve a more effective method for obtaining and analyzing data from customers concerning their expectations is still lacking. Therefore, this research first applied the modification of the means-end chain (MEC) to construct a hierarchy framework of customer value to allow product attributes to be linked. Next, this research combined fuzzy analytic network process (FANP) in exploring customer preference to catch the multiple needs of customers. Meanwhile, in the measurement of customer preference, fuzzy logic and linguistic variables are utilized to overcome human subjective and imprecise thinking. Overall, this research proposes the hierarchy framework of customer value including the causal relationships of attributes–consequence–value to fill previous model's gap, and identified the factors which could enhance the value of bundle, in contrast to the many monetary research treatments of product bundles. Finally, this research presented the value implications of cosmetics bundles and implication for management and marketing.

A construction of consumer cognitive structures and their implications in furniture shopping decisions: a means-end chain approach

The main purpose of this study is to construct a hierarchical value map (HVM) based on an investigation of how consumers in Taiwan link attributes of furniture and home accessories stores with particular consequences, and how these consequences satisfy their personal values. Further, this study compares differences in consumer HVMs in terms of gender, as well as across different chain stores. This study used the means-end chain approach and laddering technique to interview 40 consumers of furniture and home accessories stores in Taiwan. We obtained six ladders regarding furniture and home accessories store consumption. From these ladders, this study found three critical store attributes (function, facility convenience, and price), four consequences that consumers care most about (shopping ease, comfort and pleasure, practicality, and integrated design), and three dominant values that consumers wish to achieve (warm family, pleasurable life, and security). The findings of this study can be used as a basis for market segmentation and the development of retail service marketing strategies.

The Role of Satisfaction and Emotional Response in the Choice Mechanisms of Suburban Natural-Areas Users

The unique observations and experiences of users of suburban natural areas lead them to perceive their surroundings in a manner associated with their personal values. It follows that every individual has a unique cognitive decision-making structure. This paper examines users' affective and cognitive evaluation of a particular suburban natural area by applying the means-end chain method to reveal the cognitive mechanism by which users link the attributes and benefits of an environmental public good with their own personal values. Analysis of a survey conducted of visitors to a Spanish suburban natural area (park) reveals the main attributes to be the opportunity to practice sports and proximity of the park and the main potential benefits to be the improvement of physical and psychological well-being. The desired personal values include fun, quality of life and self-fulfillment at the individual level and improved social relationships at the collective level. The paper also tests for cross-group, cognitive-structure differences in visitor groups, segmented by level of satisfaction and reported range of emotions, and finds that perceived physical and psychological health improvements and individual and social awareness increase with higher levels of satisfaction and emotional response. Therefore, the recommendations for natural area management suggested by these findings include enhancing the scenic beauty and peacefulness of suburban natural areas in order to improve the affective state of visitors because this could contribute to reducing social costs (including health care) within the area of influence of the natural area.

Identificando Valores de Estudantes de Cursos de Pós-Graduação Lato Sensu a Distância: Uma Abordagem Teórico-Metodológica da Means-End Chain

A proposta central do conceito de valor em estudos de consumo de que os clientes buscam a satisfao dos seus valores pessoais, que so os verdadeiros determinantes do comportamento de consumo. Nessa perspectiva, o objetivo do trabalho identificar os valores de estudantes de cursos de ps-graduao lato sensu a distncia. Para tanto, utilizou-se a abordagem terico-metodolgica da Means-End Chains e o mtodo de escalonamento Laddering. As anlises dos resultados indicam que os estudantes esto interessados em criar as condies para o estabelecimento de uma famlia ou de assegurar condies dignas de sobrevivncia, como garantir bons estudos para os filhos, acesso a sade de qualidade, possuir casa prpria e ter um excedente financeiro para atividades de lazer. No obstante, valores de cunho individual tambm foram identificados, estudantes que possuem o valor reconhecimento possuem motivaes por sucesso pessoal atravs da demonstrao de competncia e reconhecimento social. O valor aproveitar a vida desperta nos indivduos o desejo de promover a gratificao e o prazer pessoal. Ambos esto relacionados com reconhecimento social, diverso, prazer e auto-realizao, onde as preferncias so os prprios interesses pessoais em detrimento do coletivo. DOI: 10.5585/remark.v10i1.2214

Fuzzy Nonlinear Models for New Product Development Using Four-Phase Quality Function Deployment Processes

Quality function deployment (QFD) frameworks are useful tools for constructing a new product development (NPD) plan that enables the clear itemization of customer needs and the systematic evaluation of each solution to maximize customer satisfaction. A complete QFD process includes four sequential phases in which four important decision outcomes are determined for NPD, namely, the fulfillment levels of design requirements (DRs), part characteristics, process parameters, and production requirements. Unlike prior studies which have focused only on determining DRs, this paper extends Chen and Ko's models to consider the close link between the four phases in NPD using the means-end chain concept to build up a series of fuzzy nonlinear programming models for determining the fulfillment levels of each decision outcome for customer satisfaction. In addition, this paper incorporates risk analysis, which is treated as the constraint in the models, into the QFD process. To deal with the vague nature of product development processes, fuzzy sets are applied for both QFD and risk analysis. A numerical example is used to demonstrate the applicability of the proposed model.

The analysis of risk perception with fuzzy means-end approach

Visitors’ risk perceptions have been found to influence the on-site behavior of tourists and their intention to return to a destination or to recommend it to others. This study discusses how the uses of a means-end approach with fuzzy conceptualization in eliciting the perception of tourism risks in a better understanding of the visitors’ perceptual orientation toward the tourism values. We provide a hierarchy value map that fuses the attribute–consequence–value (A–C–V) and fuzzy linguistics to effectively and efficiently understand vacation risks and risk characteristics. Fuzzy logic is also adopted to deal with the ill-defined nature of the tourist linguistic judgments required in the proposed means-end chain. This research findings suggest that additionally to managing the most likely risks, tourist resorts should be prepared to cope with worst case scenarios such as “Thunderstorm”, “Bus accident”, “Food poisoning” and “Cable car accident”. From an overall risk perceptive, tourists are most concerned with dominant perceptual orientation of risk delivers being “Bus accident” → “Decrease of trust in the safety management as a result of the event of damage” → “Anger”.

Consumer perception of Karoo lamb as a product of origin and their consequent willingness to purchase

Consumers are increasingly concerned to know where food comes from and how it is produced. Since South African lamb is usually produced on natural pastures and in arid areas, certain breeds have been specifically bred for arid areas, such as the Karoo region, renowned for its high quality lamb. Consumer's perceptions of Karoo lamb (bred in the Karoo region) and non-Karoo lamb (bred on other areas in South Africa) were studied using means-end chain theory, focusing on the association pattern technique (APT). The main aim of the study was to determine consumer's perceptions of Karoo lamb as a product of origin and furthermore to determine consumer's willingness to purchase product of origin. The motivational structures show perceived differences between Karoo and non-Karoo lamb consumers. Karoo lamb is preferred mainly due to its brand which signifies confidence in local produce, its taste and high quality. Non-Karoo lamb was seen as good value for money that satisfies the required values of consumers not interested in knowing the origin. Results suggest that consumers are willing to pay a premium for product of origin.

Utilizing Means-end Chain to Explore Customers’ Preference in Purchasing Bundle

Utilizing Means-end Chain to Explore Customers’ Preference in Purchasing Bundle

A study on the goal value for massively multiplayer online role-playing games players

This study examines the goal of value sought by players of the massively multiplayer online role playing games (MMORPGs). We drew on the Means-end Chains (MECs) model frequently used in marketing as a theoretical basis. Soft laddering method was also adopted as a tool for in-depth interviews. Content analysis was used to analyze the “Attributes–Consequences–Values” for MMORPGs players, then converted into a hierarchical value map (HVM). The study found that role-playing, interface design, multiplayer gaming, independent play, popularity and virtual pets were the order of game attributes users took into consideration when playing MMORPGs. The consequences benefits for the users were, in order, enhanced interaction, more fun, enhanced efficiency, fantasy fulfillment, winning, novelty, more insurance, increased wealth and stress relief. The value targets sought by players were concluded to be fun and enjoyment in life, sense of accomplishment, warm relationships with others, sense of belonging and security in order of importance.

Functional ingredients and food choice: Results from a dual-mode study employing means-end-chain analysis and a choice experiment

In this paper we present the results of a choice experiment (CE) conducted to examine how the inclusion of a functional ingredient (to increase the quantity and effectiveness of fibre) affects consumer attitudes towards bread. An novel feature of the design of our CE was that it was informed by a means-end-chain (MEC) to reveal key attributes to be included in the CE. In addition, we included the Dutch eating behaviour questionnaire (DEBQ) to collect information on all participants underlying eating behaviours. We find that bread type is a major factor in determining choice, and that the inclusion of a functional ingredient yielded relatively small measures of value. We also find that there are differences in willingness-to-pay (WTP) between respondent segments and that segment membership is explained by the DEBQ information. Finally, we find that respondents have a stronger preference for a simple health statement compared to, or in addition to, the implied benefits that result from consuming a functional food product. These findings are important in informing both pricing and promotional messages for a functional bread product.

병원 선택 속성간의 계층적 구조 분석

As the competition among hospitals become intensified, hospital management is required to carry out more effective marketing and positioning of the hospital. Successful positioning of a hospital requires the knowledge about how the concrete attributes inherent in the medical service associated with the customer values that customers seek eventually in the medical service. Thus, it is required for hospital management to understand which hospital attributes should be emphasized in order to improve the customer values. The hierarchical structure of service attributes can provide valuable information about effective positioning and advertising. To obtain such knowledge, we employed the order analysis technique as an objective means-end chain method. Order analysis is useful for identifying the causal structure among attributes. Thus, we can examine the underlying causal relationship and eventually the vertical structure of hospital selection attributes. For this study, we conducted a survey to obtain 370 responses for the analysis. The result suggests that hospital management had better increase the scale of hospital, improve the services of health care providers, and modernize the hospital facilities and equipments so as to enhance customer values and eventually to lead them to recommend the hospital to others. Our findings would provide the valuable information for hospital management to develop the more effective hospital positioning and marketing strategies.