Conduct a means-end chain analysis to identify the values associated with a recent purchase
Beginning with at least two (2) product attributes you associate with the product in question, move from instrumental values to terminal values providing a description of each step in the chain. At least two (2) instrumental values and one (1) terminal value must be discussed. Using PowerPoint, construct a hierarchical value map to illustrate the value relationships you describe in the analysis.
A sample diagram can be found at: Solomon, M. (2013). Consumer behavior: Buying, having, and being (10th ed.). Upper Saddle River, NJ: Prentice-Hall.
(Like the one illustrated in Figure 4.4 on page 143 of the text)
2) Based upon two different levels, describe how a man’s level of involvement with his car would affect how he is influenced by different marketing stimuli. How might you design a strategy for a line of car batteries for a segment of low-involvement consumers, and how would this strategy differ from your attempts to reach a segment of men who are very involved in working on their cars?
Reference: Solomon, M. (2013). Consumer behavior: Buying, having, and being (10th ed.). Upper Saddle River, NJ: Prentice-Hall.
