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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
OUR SURVEY
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
important to you?
Step3: What does it give
you?
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
No any significant differences between male and female perception of the attributes at this group
Personal happiness
Feel Attractive
Healthy Wellbeing
Less germs
Reputable place
Feel comfortable
Consequences
Cleanliness Attributes
.
Equipment Variety
Socialize
Move Freely
Feeling Young
Building Confidence
Disease Prevention
Consequences
Attributes
.
Body Shaping
Weight Loss
Increase confidence
Networking
To feel important
Feel young
To look handsome
Consequences
Attributes
.
Body Building
Consequence Beauty Medical & Core values and looks reasons Society ladies House wives
Looks
Business people
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-irishconvenience-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=69 3187&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-researchinterview-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/