Variable assessment of product benefits in consumer behavior using a means-end approach

Perceived benefits associated with product consumption are the main consideration for consumers when purchasing particular products or services. Taking perfume as an example, the authors applied Means-End chain theory to establish attribute-benefit-value (A-B-V) hierarchies, and further adopted centrality and prestige indices to assess the variable assessment of product benefits. Analytical results indicate that consumers are primarily concerned with personal feeling, seduction and self-imagery benefits. Marketers can utilize analytical results of benefit-variable assessment for product design and marketing strategy formation.