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means-end chain analysis (MECA) - Coggle Diagram
means-end chain analysis (MECA)
attributes, consequences and values
better product positioning
linking product benefits (consequences)
advertising strategies
emphasizing values
market segmentation
guide
formulate management problem and question
design study
collect data
consideration set
alternatives/consumer shortlist
influence of marketing
dynamic nature
attribute elicitation
triadic sorting
laddering interview
aided vs unaided
analyze data
coding
laddering
soft vs hard
implication matrix
hierarchical value map
report insights and formulate recommendations
Schwartz value typology
values
universalism
benevolence
conformity
tradition
security
power
achievement
hedonism
stimulation
self-direction
axes
self-transcendence
self-enhancement
conservation
openness to change