The consumer's behaviour is something complex to define and to understand. In fact, various reasons influence the consumer's choices, like his personal values, education, product attributes and its benefits. Therefore, in order to help and to organise this complex attitude, some authors established a theoretical framework, called Means-End Theory. According to Gutman (1, 1982), means-end theory "identifies three levels of abstraction: attributes, consequences, and values associated with the use of products, representing the process by which physical attributes of products gain personal meaning for users" (Subramony, Deepak Prem, 2, 2002). To give precise details about the Means-End Theory concept, the "means" can be define as the product's intrinsic and/or extrinsic attributes, and the "end" as the subsequent consequences for the consumer associated with his personal values. By the way, we can understand consumer's way of thinking about product choice and even predict it, by linking the means with the ends.
[...] To follow its successful development, Converse is able to emphasize his values to satisfy the consumers. Actually, his constant innovation and originality are really appropriate with the consumers demand, and the products are as always amazing. They are adapted at the fashion movement (mangas, zebra clothes) and they deal with the ephemeral trend situation. Moreover, Converse conceived an attractive Internet site quite adapted to young people or teenagers whom appreciate and use this media (possibility to personalize their shoes, writing their name). [...]
[...] the basis of the laddering process, which is the principal methodological manifestation of means-end theory. Thanks to this process, we can establish the Hierarchical Value Map which represents the linkages between attribute and consequences, and then consequences and values. The Means-End-Theory and the brand management As everybody knows, it's essential for a brand to meet consumers' needs in order to satisfy them when they purchase an item. That's why Means- End-Theory constitutes one of the most important contributions to brand management, brand development and also brand loyalty. [...]
[...] In fact, Converse doesn't have to communicate about the products to preserve the originality and the mystery of the shoes. To use the black and white for example would be a good idea, to remember childhood memories, and catching a glimpse of flashy colours of the shoes, to keep the dynamism of the brand. In this way, communication targets all kind of consumers. These future recommendations could allow to Converse to maintain his prestigious image, and to be efficient in his segmentation. [...]
[...] Therefore, from a concrete tool like M.E.T., companies can segment and target their potential market according to their positioning. Then, they are able to communicate about their competitive advantage in the purpose to keep a high standard of customer loyalty. II ) Converse and the Means-End Theory Converse : Hierarchical value map and it's analyse Converse Means-End Theory gives off some values able to reflect the consumer behaviour, and which permit to have a good segmentation. Indeed and thanks to these charts, Converse can target two kinds of consumers, notably teenagers and adults. [...]
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