Means End Chain
Means End Chain Model
Dealing with real estate purchase are considered high involvement goods that require complex decision-making. However, in order to understand consumers’ cognitive structures and to extract the deeper motives behind an individual behaviour in buying houses using Means end Chain model and laddering helped us to understand the why and how products are important in an individual’s life.
The means end chain interview sample size was 10 and the respondents were couples, all aged between 24 - 45. During one to one in-depth interviews, questions posed to the consumer was mostly about why they think these attributes are important when buying a house from a real estate agency and by this sequence of in-depth probes, thus identifies one or more ladders for each consumer by revealing what those attributes mean to the them in terms of consequences and values.
After analysing the results by reducing data originated from interviews, we conceived almost each and every possible attributes which consumers could relate to the benefits and values which they are expecting to achieve. The table below shows the content analysis results of consumer’s main concern towards estate agencies when buying a house.
Consumers’ Attitudes Towards Real Estate Agencies Concrete Attributes | Abstract Attributes | Functional Conseq. | Infrastructure | Reputation | No hustle | Management | Brand image | Time Saving | Fee/Cost | Services | Convenient | Publications | Large Database for Selection | | | | |
Psychosocial Conseq. | Instrumental Value | Terminal Value | Piece of mind | Reliable | Self Esteem | Product Assurance | Happiness | | Feeling of intelligence | Security | | | | |
Laddering Technique
As we know attributes of products are assumed to lead to various consequences of product use or consumption which in turn satisfy consumers’ values. Such connections can be identified using the laddering technique, an interviewing method
Dealing with real estate purchase are considered high involvement goods that require complex decision-making. However, in order to understand consumers’ cognitive structures and to extract the deeper motives behind an individual behaviour in buying houses using Means end Chain model and laddering helped us to understand the why and how products are important in an individual’s life.
The means end chain interview sample size was 10 and the respondents were couples, all aged between 24 - 45. During one to one in-depth interviews, questions posed to the consumer was mostly about why they think these attributes are important when buying a house from a real estate agency and by this sequence of in-depth probes, thus identifies one or more ladders for each consumer by revealing what those attributes mean to the them in terms of consequences and values.
After analysing the results by reducing data originated from interviews, we conceived almost each and every possible attributes which consumers could relate to the benefits and values which they are expecting to achieve. The table below shows the content analysis results of consumer’s main concern towards estate agencies when buying a house.
Consumers’ Attitudes Towards Real Estate Agencies Concrete Attributes | Abstract Attributes | Functional Conseq. | Infrastructure | Reputation | No hustle | Management | Brand image | Time Saving | Fee/Cost | Services | Convenient | Publications | Large Database for Selection | | | | |
Psychosocial Conseq. | Instrumental Value | Terminal Value | Piece of mind | Reliable | Self Esteem | Product Assurance | Happiness | | Feeling of intelligence | Security | | | | |
Laddering Technique
As we know attributes of products are assumed to lead to various consequences of product use or consumption which in turn satisfy consumers’ values. Such connections can be identified using the laddering technique, an interviewing method