Means – End Chain Theory and Laddering Technique: Applications in Consumer Behavior Research
@article{Kangal2013MeansE, title={Means – End Chain Theory and Laddering Technique: Applications in Consumer Behavior Research}, author={Ayça Kangal}, journal={Business and Economics Research Journal}, year={2013}, volume={4}, pages={55-78} }
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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