Understanding the purchase behaviour of small car users using means and end chain theory
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Small cars represent a fast growing segment of the passenger vehicle market in developing countries such as India. Yet very little information is available on the purchase behaviour of customers in this segment. This qualitative research uses the means and end chain theory and corresponding laddering interviewing technique to establish links between the attributes, the consequences derived from these attributes and personal values in consumer purchases of small cars. This complex set of links,which represents cognitive structures, provides meaningful inputs on purchase behaviour. The 14 personal values identified in this research guide small car purchasers’ choices. The results of this research can be used in promotion and marketing positioning for small cars.
Abstract
Small cars represent a fast growing segment of the passenger vehicle market in developing countries such as India. Yet very little information is available on the purchase behaviour of customers in this segment. This qualitative research uses the means and end chain theory and corresponding laddering interviewing technique to establish links between the attributes, the consequences derived from these attributes and personal values in consumer purchases of small cars. This complex set of links,which represents cognitive structures, provides meaningful inputs on purchase behaviour. The 14 personal values identified in this research guide small car purchasers’ choices. The results of this research can be used in promotion and marketing positioning for small cars.
참고문헌 (23)
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