I need help with means-end chain assignment.

Anonymous
timer Asked: Oct 17th, 2018
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Question Description

Please find attached a copy of the assignment's instructor. also attached chapter 4 which explains the means-end chain idea + the result of the 4 interviews. I need help completing some of the means-end chain, analyzing the result, compare and contrast them and answer the questions at the end of the assignment

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Assignment 2: Means-End Chain Assignment The purpose of this assignment is to gain insight into how consumers view products. In fact, it is to gain insight into the potentially differing views consumers can have of the same product. The assignment asks you to find four consumers with whom you can talk to for about 5-10 minutes each. You will interview each consumer regarding a recent product purchase. The interview will be conducted in such a way so that you can develop a means-end chain at interview’s end. One important point is to find four consumers who have made a recent purchase in the same product category. So, for example, facial tissues, sports watches, socket wrenches, bath towels, toasters, dress socks, etc. are all product categories. Now, within product categories there are always different brands. Here is where you can have some fun. You may either interview your four individuals who have all bought the same brand, or you can find two individuals who bought one brand and two individuals who bought a different brand. So, if your product category is facial tissues, you can interview four people who recently bought the Puffs brand of facial tissues, or you could interview two individuals who bought Puffs and two individuals who bought Kleenex. You get the idea I’m sure. Please follow the following guidelines for the interview Begin the interview by asking the person to list all the product attributes that they thought were most important to them when they bought the product. (This is why a relatively recent purchase works best here.) This could be a list of varying lengths. Sometimes the list is long, other times short. (After the interview is completed, ask yourself: What does this list immediately tell me about the two consumers?) Then ask the person to choose the two attributes which they think are the most important to them. You will use these two attributes in the rest of the interview. The “laddering” part of the interview now begins. Ask the person: Why is [attribute 1] so important to you? What does [attribute 1] give you or do for you? Using the answer to the above question, ask: So why is so important to you? Now using the answer just given, ask: So why is , then, so important to you? Continue on in this fashion until the person cannot answer any more, or just gets frustrated and says, “Because!” Now, ask your interviewee about attribute 2. Proceed just as you have done with attribute 1. You have just completed your laddering interview. Now comes the really “fun” part: Analyzing the interviews. For this part, you will need to do the following: • • • • • Describe each person in terms of demographics (gender, age, family life cycle, income, etc.) Give each consumer a name (it does not have to be their real name); this will make it easier to refer to each person Draw the four means-end chains; one for each person interviewed Analyze the means-end chains for each consumer Contrast and compare the means-end chains between all four consumers Reach some conclusions about what you learned about your four consumers and what the product and/or brand means to these four individuals. This should include things like the number of attributes each person named, which two attributes were the most important, each person’s attitudes toward the product, their product knowledge, etc. Most importantly, make sure you answer these questions: (1) Do all four consumers derive the same meaning from the product or do different consumers derive different meanings? (2) What unique insights are gained from a means-end chain analysis? and (3) How can marketers use the means-end chain to develop marketing strategies? Please hand-draw your means-end chains. You do not need to spend hours making it “look nice” – unless, of course, you can easily use some graphic’s program to do so. Suggestion: please keep the product simple. Avoid using complex products like cars, computers, smartphones, etc. Have fun with the product. ...
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Tutor Answer

MrMark
School: University of Virginia

Hello, find the completed assignment attached.Regards

1
Running head: MEANS END CHAIN

Means End Chain
Student’s name
Affiliation institution

2
MEANS END CHAIN
Shoe Customers Means End Chains
Attributed

Janet

Functional
Consequence
s

Fit

Psychology
Consequence
s

Run Faster

Value

Healthy

Self controlled

Nike Shoe
Quality
Jose

Price (high)

Michael Kors
Shoe
Alfred

Brand
Price (Low)

Last Longer
Impress Others

well shaped
Look Great

Durable

Social Recognition

Unique

light and can stay long

Self esteem

Feeling Special

Sense of belonging

Greatness

Feel Positive

Be happy

Nike Shoe
Comfort

Musab

Can Walk easily

High quality material

multipurpose

Attractive

Beauty

Michael Kors
Price

Used under any terrain

Attain Confidence

Self Esteem.

Means End Chain Analysis
Our interview with involved four participants named Janet, Jose, Alfred and Musab as
should in the above means-end chain. The interview established that Janet had bought a pair of
Nike branded shoe. She noted that th...

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Anonymous
Excellent job

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