Research Tips

Means-End Chains

Products and services are frequently described by their attributes. For example, a notebook computer could be described as having a 1.6 GHz Pentium 4 processor with 256MB of RAM, a 30GB hard disk, and a 16.1 inch active-matrix display. While attributes like these undoubtedly influence purchase decisions, in many cases their influence is indirect.

Often, consumers are interested in the benefits provided by particular attributes rather than the attributes themselves. For example, a person buying a computer may want a large hard drive because they plan to store a lot of data. The benefits a given individual is seeking may relate to such functional considerations, but they may also relate to higher-order values. For example, the computer buyer may want to store a lot of data in order to be better organized and thereby gain the respect of his or her colleagues.

A qualitative technique called laddering can be used to identify the linkages between attributes, benefits, and values. Implementation of this technique results in the creation of “means-end chains” for individuals or market segments. These chains can be extremely useful in designing new products and for creating promotional campaigns that tap into customers’ true motivations.