• Corpus ID: 167111796

Means – End Chain Theory and Laddering Technique: Applications in Consumer Behavior Research

  title={Means – End Chain Theory and Laddering Technique: Applications in Consumer Behavior Research},
  author={Ayça Kangal},
  journal={Business and Economics Research Journal},
  • A. Kangal
  • Published 1 April 2013
  • Business
  • Business and Economics Research Journal
Means – end chain (MEC) theory and laddering technique uncovers the decision making process of consumers related to marketing offerings such as goods, services and experiences in a cognitive approach from a consumer perspective view which are popularly used approaches in marketing context. The purpose of the study is to discusss and present the laddering techique to Turkish literature, which is a frequently used qualitative research method in consumer behavior, both with related theoretical… 

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Managing risk under climate change inKenyaMultiple shocks, poverty, gender,and potential for group-based approaches

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Discussing Laddering Application by the Means-End Chain Theory

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This study focuses on two food-related lifestyle consumer segments that were identified as high frequency purchasers of convenience foods on the Irish market; the hedonistic and the adventurous


When making purchasing decisions, customers evaluate products from the perspective of the benefits they provide and values that they hold. Means-end theory implies that the efficiency of marketing

Laddering theory, method, analysis, and interpretation.

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