Means-end chains analysis online

Beckman and Schroeder applied means-end chains theory to Danish consumers' perceptions of half-ready and ready meals (HRM) using CAWI (computer-assisted web interviews).

Means-End Chains Analysis Online

Suzanne C. BeckmannDepartment of Intercultural Communication and Management, Copenhagen Business School, Denmark.

Morten SchrøderDirector and Partner, Wilke A/S, Denmark.

THE MEANS-END CHAINS APPROACH IN MARKETING RESEARCH

Means-end chains theory recognizes that consumers do not buy products for the product's sake, but for what the product can do for them. The theory relates the product to the consumer by positing a hierarchical cognitive structure involving linkages between attributes of the product, consequences of product use, and personal values of consumers (cf. Gutman, 1982). While attributes are theconcrete, tangiblecharacteristics oftheproduct, consequences refer to what the product...

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