The author would like to thank the following people for their contributions toward planning this study, and for collecting the data and helping with the analysis of the findings: Christine Barry, Michael Bylinkin, Karen Epps, Kim Fujikawa, Deborach Kallick, Tamara Smith, and Steve Warner.
Analyzing consumer orientations toward beverages through means–end chain analysis
Article first published online: 5 SEP 2006
Copyright © 1984 Wiley Periodicals, Inc., A Wiley Company
Psychology & Marketing
Volume 1, Issue 3-4, pages 23–43, Autumn (Fall) - Winter 1984
How to Cite
Gutman, J. (1984), Analyzing consumer orientations toward beverages through means–end chain analysis. Psychol. Mark., 1: 23–43. doi: 10.1002/mar.4220010305
- Issue published online: 5 SEP 2006
- Article first published online: 5 SEP 2006
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.