Understanding consumer's behaviour must take into account both product usage and the situation in which it is used. Little research has combined these two areas. Means-end chains are used to gather information on the attributes, consequences and values associated with product choice and how the use of these vary across occasions. We categorise over 600 chains derived from wine purchases into eight occasions. Our analysis shows the most important elements for each occasion and demonstrates the dominant means-end chains for three occasions and the use of the major chains for positioning and promotion. We conclude that situation-based usage behaviour can be analysed using the means-end chain methodology.
Get full access to this article
View all access options for this article.
References
1.
AurifeilleJacques-MarieMeaning Based Segmentation: An Empirical Study of Three Means-End Segmentation ApproachesThe TIMS Marketing Science ConferenceSydney, Australia1995
2.
AurifeilleJacques-MarieValette-FlorencePierreAn Empirical Investigation of the Predictive Validity of Micro versus Macro Approaches in Consumer Value ResearchMarketing Review211992128–137
3.
BeattySharon E.KahleLynHomerPamelaMisraShekharAlternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value SystemPsychology and Marketing21985181–200Fall
4.
BelkRussell W.An Exploratory Assessment of Situational Effects in Buyer BehaviorJournal of Marketing Research111974156–163
5.
BelkRussell W.Application and Analysis of the Behavioural Differential Inventory for Assessing Situational Effects in Consumer BehaviorWardS.WrightP.Advances in Consumer Research, 11974Association for Consumer ResearchUrbana37–388
6.
BlarneyR.K.BraithwaiteV.A.A Social Values Segmentation of the Potential Ecotourism MarketJournal of Sustainable Tourism5199729–45No. l
7.
BooteA.S.Market Segmentation by Personal Values and Salient Product AttributesJournal of Advertising Research21198129–35
8.
BrunswickE.Perception of the Representative Design of Psychological Experiments1956University of California PressBerkeley, CA
9.
DalenE.Research into Values and Consumer Trends in NorwayTourism Management101989183–186
10.
DicksonPeter R.Person-Situation: Segmentation's Missing LinkJournal of Marketing198246, Fall, 56-54
11.
DubowJ.Occasion Based vs User Based SegmentationJournal of Advertising Research199211–18March/April
12.
FeatherN.The Measurement of Values: Effects of Different Assessment ProceduresAustralian Journal of Psychology2531973221–231
13.
GenglerC.ReynoldsT.Means End Structural Analysis: Computer Generated Hierarchical Value MapsWorkshop on Consumer Behavior, Extending the Cognitive Structure Perspective1989European Institute for Advanced Studies in ManagementBrussels
14.
GluckmanR.L.A Consumer Approach to Branded WinesEuropean Journal of Marketing24199027–464
15.
GreenPaul E.RaoVithaloConfiguration Synthesis in Multidimensional ScalingJournal of Marketing Research9197265–68February
16.
GutmanJ.A Means-end Chain Model Based on Consumer Categorisation ProcessesJournal of Marketing462198260–72
17.
GutmanJ.Analysing Consumer Orientation Toward Beverages Through Means-end Chain AnalysisPsychology and Marketing13198423–43
18.
HallJ.DooleI.ShawM.Cross Culluial Segmentation of the Wine MarketInternational Journal of Wine Marketing92/3199783–90
19.
HolmanR.H.A Values and Lifestyles Perspective on Human BehaviorPittsR.E.WoodsideA.G.Personal Values and Consumer Psychology1984Lexington BooksLexington, MA35–54
20.
HowardJ.A.Consumer Beltavior: Application of Theory1977McGraw-HillNew York
21.
JagoLeo (1998), The Analysis of Values in Major Events, Unpublished Doctoral Thesis, Victoria University of Technology.
22.
JohnsonM.D.On the Nature of Product Attributes and Attribute RelationshipsSrullAdvances in Consumer Research161989598–604
23.
JudicaFedericaSteven PerkinsW.A Means-End Approach to the Marker for Sparkling WinesInternational-Journal of Wine Marketing41199310–18
24.
KahleL.R.The Nine Nations of North America and the Value Basis of Geographic SegmenlationJournal of Marteting50198637–47(April)
25.
KahleL.R.Social Values in the Eighties: A Special IssuePsychology and Marketing21985598–604
26.
KahleL.R.Social Values and Social Change: Adoption to life in America1983WarnerNew York
27.
KamakuraWagner A.MazzonJose A.Value Segmentation: A Model for the Measurement of Values and Value SystemsJournal of Consumer Research181991208–213(September)
28.
KamakuraWagner A.NovakThomas P.Value-System Segmentation: Exploring the Meaning of LOVJournal of Consumer Research191992119–132(June)
29.
KoewnCarolineCaseyMuraPurchasing Behaviour in the Northern Ireland Wine MarketBritish Food Journal9711199517–20
30.
LewinKurtPrinciples of Topologicai Psychology1936McGraw HillNew York
31.
LockshinL.SpawtonA.L.MacintoshG.Using Product, Brand, and Purchasing Involvement for Retail SegmentationJournal of Retailing and Consumer Services431997171–183
32.
MitchellVincent WayneGreatorexMikeConsumer Risk Perception in the UK Wine MarketEuropean Journal of Marketing22919885–15
33.
MitchellVincent WayneGratorexMikeRisk Reducing Strategies Used in the Purchase of Wine in the UKEuropean Journal of Marketing239198931–46
34.
MullerThomas E.Using Personal Values to Define Segments in an International Tourism MarketInternational Marketing Review81199157–70
35.
MullerThomas E.The Two Nations of Canada versus The Nine Nations of North America: A Cross-cultural Analysis of Consumer's Personal ValuesJournal of international Consumer Marketing14198957–79
36.
MyersH.H.ShockerA.D.The Nature of Product-Related AttributesShethJ.N.Research in Marketing51981211–236
37.
NovakThomasMacEvoyBruceAlternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)Journal of Consumer Research171990105–109(June)
38.
PittsR.E.WoodsideA.G.Personal Value Influences on Consumer Product Class and Brand PreferencesThe Journal of Social Psychology119198337–53
39.
ReynoldsT.GutmanJ.Advertising is Image ManagementJournal of Advertising Research24193427–36
40.
ReynoldsT.PerkinsW.S.Cognitive Differentiation Analysis: A New Methodology for Assessing the Validity of Means-End HierarchiesAdvances in Consumer Research141987109–113
41.
ReynoldsThomas J.GutmanJonathonLaddering Theory, Method, Analysis and InterpretationJournal of Advertising Research28198811–31(February)
42.
RokeachM.Beliefs, Attitudes and Values1968Jossey BassSan Fransisco
43.
RokeachM.The Nature of Human Values1973Coilier MacmillanLondon
44.
SandellR.G.The Effects of Attitudinal and Situational Factors on Reported Choice BehaviorJournal of Marketing Research41968405–408
45.
SharpA.SmithJ.Champagne's Sparkling SuccessInternational Journal of Wine Marketing31199113–19
46.
SharpB.Marketing Orientation: More than Just Customer FocusInternational Journal of Wine Marketing31199120–25
47.
SpawtonT.Marketing Planning for WineEuropean Journal of Marketing253.19912–48
48.
SrivastavaRajendra K.Ussge-Situational Influences on the Perceptions of Product Markets Response Homogeneity and Its Implications for Consumer ResearchOlsonJerry C.Advances in Consumer Research1980Association for Consumer ResearchAnn Arbor, MI644–649
49.
SrivastavaRajendra K.ShockerAllan D.DayGeorge S.An Exploratory Study of the Influences of Usage Situation on Perceptions of Product Markets1978Advances in Consumer Research, Association for Consumer Research32-38
50.
ThompsonK.VourvachisA.Social and Attitudinal Influences on the intention to Drink WineInternational Journal of Wine Marketing72194535–45
51.
ThraneChristerValues as Segmentation Criteria in Tourism Research: The Norwegian Monitor ApproachTourism Management1821997111–113
52.
Vallette-FlorencePierreRapacchiBarnardImprovements in Means-End Chain AnalysisJournal of Advertising Research31199130–45(February/March)
53.
VincentDonald E.ScottJerome E.LamontLawrence M.The Role of Personal Values In Marketing and Consumer BehaviorJournal of Marketing41197744–50(April)
54.
WilliamsR.M.Jr.Change and Stability in Values and Value Perspectives: A Sociological PerspectiveRokeachM.Understanding Human Values: Individual and Societal1979Free PressNew York15–16
