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

Chin-Feng Lin1, Hsin-Chung Huang2
1National Pingtung Institute of Commerce, Taiwan
2National Chin-Yi University of Technology, Taiwan
Cite this article:  Lin, C., & Huang, H. (2009). Variable assessment of product benefits in consumer behavior using a means-end approach. Social Behavior and Personality: An international journal, 37, 577-582.

Volume 37 Issue 5 | e1874 | Published: June 2009 | DOI: https://doi.org/10.2224/sbp.2009.37.5.577

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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.

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