Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy

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The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy. The authors discuss methodological issues regarding interviewing and coding, present applications of the means-end approach to marketing and advertising problems, and describe the conceptual foundations of the means-end approach.

This book is of interest to academic researchers in marketing and related fields, graduate students in business, marketing research professionals, and business managers. It is intended as a reference book containing ideas about the means-end approach and its applications.

Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy Review

The book deals with a relatively little publicised method for understanding consumer decision making, called means-end approach. The main idea is that consumers make decisions to solve problems or to obtain desired consequences, which are relevant because of their perceived relation with the goals or values that are salient in the decision context. This approach has some similitudes with the utility function in macroeconomics.
The approach has 5 steps: 4 framing issues which define the context of a defined decision and determining the reasons of relevance:
1. Identify the choice set of alternatives- the triad (Brand A, B, C)
2. Eliciting Choice Criteria (A preffered to B preffered to C)
3. Identifying Equities (basis for brand equity)
4. Identifying Disequities
5. Understanding Personal Relevance
6. Grounding in context (not linked to particular brands)
The book also introduces a personal interviewing procedure called laddering.
Considering the applications in defining marketing strategy for a brand, I hghly recommand this book to all marketing professionals who, like myself, will find this book illuminating

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