Posted in Marketing and Strategy Terms, Total Reads: 385
Definition: Mean End Chain Theory
Mean end chain theory is a marketing research technique where the researcher generally tries to probe the mind of the customer in order to bring out the nuances of consumer behaviour. It is a combination of both qualitative and quantitative research method to bring out the latent need of the customers.
Use of Laddering Interview Technique in Mean end chain theory
Laddering technique has been used in mean end chain theory. The researchers are highly qualified and trained to take the interviews and bring out the attributes that customer value while ordering or selecting the good.
Suppose that a customer values organic food compared to everyday regular food. The product attribute is that it is organic and healthy. Due to this product attribute the functional consequence is a healthy life and a healthy food. This leads to a satisfied customer who is emotionally happy and satisfied with his lifestyle. This step by step analysis gives valuable insight to consumer behaviour and provides an opportunity to design marketing plans for influencing customer decisions.