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Variable Assessment of Product Benefits in Consumer Behavior Using a Means-End Approach

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Perceived benefits associated with product consumption are the main consideration for consumers when purchasing particular products or services. Taking perfume as an example, the authors applied Means-End chain theory to establish attribute-benefit-value (A-B-V) hierarchies, and further adopted centrality and prestige indices to assess the variable assessment of product benefits. Analytical results indicate that consumers are primarily concerned with personal feeling, seduction and self-imagery benefits. Marketers can utilize analytical results of benefit-variable assessment for product design and marketing strategy formation.
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Keywords: BENEFITS; CONSUMER; HIERARCHICAL VALUES; MARKETING STRATEGY; MEANS-END APPROACH; PRODUCT

Document Type: Research Article

Publication date: 2009-08-01

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