Using Means-End Chains for Analysing Occasions - Not Buyers

Abstract

Understanding consumer's behaviour must take into account both product usage and the situation in which it is used. Little research has combined these two areas. Means-end chains are used to gather information on the attributes, consequences and values associated with product choice and how the use of these vary across occasions. We categorise over 600 chains derived from wine purchases into eight occasions. Our analysis shows the most important elements for each occasion and demonstrates the dominant means-end chains for three occasions and the use of the major chains for positioning and promotion. We conclude that situation-based usage behaviour can be analysed using the means-end chain methodology.