A means-end chain approach to consumer goal structures
نویسندگان
چکیده
منابع مشابه
Consumer Motivations in Online Group Buying: A Means-End Chain Approach
The Internet enables low-cost transaction-making via a variety of market mechanisms. It also facilitates the exchange of information between buyers and sellers more quickly without the limitations of time and space. Among the many new and innovative online business models, the online group buying model is an especially interesting one. Despite the enormous growth and significant impacts of grou...
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Few disagree on the advantage of market oriented product development. However, can a well-known theory on consumer behaviour be used as a catalyst for achieving it? This paper describes a case study where a means-end chain (MEC) approach was introduced to a crossfunctional development team at two different stages of the development process. Results show that MEC data is perceived as a good way ...
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ژورنال
عنوان ژورنال: International Journal of Research in Marketing
سال: 1995
ISSN: 0167-8116
DOI: 10.1016/0167-8116(95)00023-u