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Analyzing consumer orientations toward beverages through means–end chain analysis
Author(s) -
Gutman Jonathan
Publication year - 1984
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220010305
Subject(s) - product (mathematics) , advertising , value (mathematics) , chain (unit) , marketing , psychology , business , mathematics , statistics , physics , geometry , astronomy
The choice of a brand, and most particularly a beverage type, depends on the consequences it produces for the beverage consumer. Means‐end chain theory provides an approach for linking product values. This article demonstrates a methodology for constructing hierarchical value structure maps for beverages in general and individually for several different types of beverages. The implications of this approach for creating advertising strategy are also demonstrated and discussed.