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Abfolge von konkreten bzw. The thinking behind the Means End Chain is quite simple.
One is the crystallization of values to the point where they become capable of articulation into goals or valued states.
Means end chain model. Ends are valued states of being such as happiness security accomplishment. A means-end chain is a model that seeks to explain how a product or service selection facilitates the achievement of de-sired end states. Such a model consists of elements that represent the major consumer processes that link values to behavior.
The means-end chain concept offers marketing. Die Means-End-Chain Theorie stellt grundlegend dar wie ein Produkt mit dem Konsumenten interagiert. Es basiert darauf dass Kunden mit der Motivation zum Erwerb eines Produktes eine positive Emotion verknüpfen.
Grafische Darstellung der Theorie. The Means-end model or MECCAS model provides a framework that allows marketers to use a feedback loop to conduct consumer research and build a brand strategy simultaneously. In the process viable alternative marketing positions can be created and tested.
The MECCAS model is based on the Means- End theory. The immediate End of the purchase is the Benefit provided by the features and attributes of the product or service. That is an intermediate End the first link in the Means-End chain.
Once the functional benefit is chosen by the consumer they experience an emotional benefit they feel better as a result of the functional benefit. Description of Means-End Chain Model. Two major events occur in the development of a means-end chain.
One is the crystallization of values to the point where they become capable of articulation into goals or valued states. This event occurs at the top of the chain. At the bottom of the chain individual products have to be arrayed into product classes to limit the complexity of the choice.
On Means-End Chain theory after the ground-breaking book Understanding Consumer Decision Making. The Means-End Approach to Marketing and Advertising Strategy by Olson and Reynolds 2001. Die Means-End-Chain-Theorie basiert auf der Annahme dass Konsumenten die Motivation zum Kauf eines Produktes mit positiven Emotionen verbinden.
Eine hierarchische Werthaltung zB. Komfort der Konsumenten gegenüber einem Produkt führen dazu dass Nachfrager Marken als Bündel von Eigenschaften Means nachfragen um wünschenswerte Zustände Ends zu. Means-end is a rigorous research method that employs the laddering interviewing technique.
It is used to uncover the underlying emotions consequences and personal values that drive consumer choice. It is a hybrid of qualitative and quantitative research approaches. A means-end chain is a model that seeks to explain how a product or service selection facilitates the achievement of desired end states.
Such a model consists of elements that represent the major consumer processes that link values to behavior. Abfolge von konkreten bzw. PS-Zahl bei einem Auto funktionalem bzw.
Unlike some tools and methodologies which fall into and out of favor the Means-End Chain MEC is a classic model and one that has grown in popularity and refinement over the years. The thinking behind the Means End Chain is quite simple. That we as humans may think that we hire a product or service to do a tangible job for us but that there are very important emotional drivers underlying all of it.
The meansend chain most known as a theory of consumer behaviour is a framework for understanding the associations that groups of consumers make between products attributes and more personally relevant and abstract consequences and values. What is Mean End Chain Theory. Mean end chain theory is a marketing research technique where the researcher generally tries to probe the mind of the customer in order to bring out the nuances of consumer behaviour.
It is a combination of both qualitative and quantitative research method to bring out the latent need of the customers. 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.
Means-end-chain model A model that depicts the relation of the level of abstractness of attributes to the consequences of a behaviour and to the values expressed by the behaviour.