As Gutman points out in the introduction to his early article on consumer categorization processes, “knowing that consumers want to look well dressed doesn’t tell us much unless we know why they want to look that way” (Gutman, 1982). Specifically, this points towards the problem of identifying the value-level considerations of consumers. The underlying assumption is that consumers have different reasons to buy a certain product, in the case of clothing for instance, these include but are not limited to wanting to express sexual attractiveness, accomplishment or neatness (Gutman, 1982) While these general problems are not new to marketers, they are enhanced by rapid developments towards two opposing forces in the market place that create additional complexity: on the one hand, tendencies towards a global-consumer culture with similar demands, while at the same time some aspects call for a higher tendency to localize products and to tailor them around the needs for given cultural segments. Consumer research is undoubtedly one of the key elements in informing marketing strategy and a key factor in the battle for competitive advantage. In fact this is only heightened by a growing, globalizing competition in retailing and other sectors alike. Therefore, consumer research and the need for insightful research approaches has probably never been greater than at this point (Devlin, 2005). Marketing failures in the product design or in the positioning phase must be prevented at all costs, as ill-designed or positioned products can be the cause of tremendous financial and reputational losses, especially if the product is launched globally. Thus, of particular value to retailers would be a more sophisticated research approach that helps gain a deeper and more meaningful understanding of the dynamics of consumer's perceptual orientations and the heuristics that govern their store choice (Devlin, 2005). All in all, “one of the central functions of marketing is to create […] a psychological relationship between consumers and a product (Walker & Olson, 1991) and from this perspective, models should give the marketer an idea how the consumer perceives a product or a service. In this light, this essay will discuss the value of the so-called means-end chain approach to positioning products and new-product development, with a separate focus on the use of hierarchical-value map.
Table of Contents
- 1. Introduction
- 2. Means-End Chain Theory
- Laddering Interviews
- Association-Pattern Technique
Objectives and Key Themes
This essay examines the value of means-end chain (MEC) theory and its associated tools, particularly hierarchical value maps (HVMs), in product design and positioning within global markets. It addresses the challenges of understanding diverse consumer motivations in a globalized yet culturally fragmented marketplace. The essay explores the strengths and weaknesses of different MEC research methods, aiming to provide practical guidance for marketers.
- Understanding consumer motivations in product choice
- The application of means-end chain theory in marketing research
- Evaluation of laddering interviews and the association pattern technique
- The use of hierarchical value maps for product positioning
- The challenges of applying MEC theory in global markets
Chapter Summaries
1. Introduction: This introductory chapter establishes the central problem: the need for deeper understanding of consumer motivations in global marketing to avoid costly product design and positioning failures. It highlights the tension between global consumer trends and the necessity of cultural adaptation, emphasizing the crucial role of consumer research in navigating this complexity. The chapter introduces the means-end chain (MEC) approach as a potential solution, defining positioning and outlining the essay's structure and focus on the application of hierarchical value maps (HVMs).
2. Means-End Chain Theory: This chapter delves into the theoretical underpinnings of MEC theory. It explains the core assumptions that consumers buy products not for the products themselves but for the benefits and values they represent. The chapter defines key concepts like attributes, consequences (benefits), and values, illustrating how these elements form interconnected "chains" representing consumer cognition. The chapter lays the groundwork for understanding the subsequent discussion of the methodological approaches to uncovering these means-end chains.
Laddering Interviews: This section focuses on laddering interviews as a qualitative method for eliciting consumer cognitive structures. It explains the process of probing respondents to understand their motivations, tracing the links from product attributes to consequences and ultimately to values. However, it also critically assesses the limitations of this approach, such as interviewer bias, the difficulty of obtaining comprehensive responses from all consumers, the time-consuming nature of the process, and challenges in clearly defining the boundaries between attributes, consequences, and values. The chapter concludes by questioning the applicability of laddering beyond the exploratory stages of research due to its limitations in data collection and analysis for large-scale studies.
Association-Pattern Technique: This section introduces the Association Pattern Technique (APT) as an alternative to laddering interviews. APT offers a more quantitative approach, treating means-end chains as independent links between attributes, consequences, and values. The chapter discusses the advantages of APT in enabling quantitative analysis and highlights its potential for large-scale studies. However, it also acknowledges potential limitations, such as the assumption of independence between different links in the chain, which might not always hold true in reality.
Keywords
Means-end chain theory, hierarchical value maps, consumer research, global marketing, product positioning, product development, laddering interviews, association pattern technique, consumer motivation, cultural adaptation.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this document?
This document provides a comprehensive overview of Means-End Chain (MEC) theory and its application in global marketing research. It focuses on understanding consumer motivations in product choice and utilizes hierarchical value maps (HVMs) for effective product positioning.
What are the key themes explored in this document?
The key themes revolve around understanding consumer motivations in product choice within a globalized yet culturally fragmented marketplace. It explores the application of MEC theory in marketing research, evaluates laddering interviews and the association pattern technique, and addresses the challenges of applying MEC theory in global markets. The use of hierarchical value maps for product positioning is also a central theme.
What methods for understanding consumer motivations are discussed?
The document primarily discusses two methods: Laddering Interviews and the Association Pattern Technique (APT). Laddering interviews are presented as a qualitative approach for eliciting consumer cognitive structures by tracing links from product attributes to values. APT is introduced as a more quantitative alternative, suitable for large-scale studies.
What are the strengths and weaknesses of Laddering Interviews?
Strengths: Provides in-depth qualitative understanding of consumer motivations. Weaknesses: Interviewer bias, difficulty obtaining comprehensive responses from all consumers, time-consuming nature, challenges in defining boundaries between attributes, consequences, and values, and limited applicability beyond exploratory research due to limitations in data collection and analysis for large-scale studies.
What are the strengths and weaknesses of the Association Pattern Technique (APT)?
Strengths: Offers a more quantitative approach enabling large-scale studies and quantitative analysis. Weaknesses: Assumes independence between different links in the means-end chain, which might not always hold true in reality.
What is the role of Hierarchical Value Maps (HVMs)?
HVMs are a key tool in visualizing and analyzing the means-end chains, facilitating understanding of consumer motivations and informing product positioning strategies.
What are the challenges of applying MEC theory in global markets?
The document highlights the tension between global consumer trends and the necessity of cultural adaptation. Applying MEC theory effectively requires careful consideration of cultural differences in consumer values and motivations.
What is the overall objective of this document?
The objective is to provide practical guidance for marketers by examining the value of MEC theory and its associated tools in product design and positioning within global markets. It aims to help marketers better understand and address diverse consumer motivations in a globalized marketplace.
What are the key chapters covered?
The document includes an introduction, a chapter on Means-End Chain theory, sections on Laddering Interviews and the Association Pattern Technique, and a concluding summary of key findings.
What are the keywords associated with this document?
Means-end chain theory, hierarchical value maps, consumer research, global marketing, product positioning, product development, laddering interviews, association pattern technique, consumer motivation, cultural adaptation.
- Citation du texte
- Jan-Christoph Kischkewitz (Auteur), 2006, Using means-end chains and hierarchical value-maps, Munich, GRIN Verlag, https://www.grin.com/document/58678
