What Are Mecs in Consumer Behaviour
The Associations in the Mind of the Consumer Between A’s, C’s and V’s Are Labelled Means-End Chains (Mec). These Chains Are Often Seen as a Representation of...
The associations in the mind of the consumer between A’s, C’s and V’s are labelled means-end chains (MEC). These chains are often seen as a representation of the basic drive that motivates consumer behaviour. Numerous studies have shown that techniques using MEC are suitable for a wide range of marketing applications.
What is the means-end chain?
A means-end chain, therefore, is a structure that connects product or service attributes to consequences produced by these and the latter to values (Mulvey et al., 1994; Reynolds & Gutman, 1988). For example, the attribute quality can lead to a consequence of optimizing time, which can also lead to the value security.
What is the means-end chain analysis?
Means-end chain analysis refers to a set of techniques for interviewing individual consumers about the reasons for their product choice and interpreting consumers’ responses in terms of generalizable linkages between outcomes (Olson & Reynolds, 2001).
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