Abstract:
This paper describes methodological issues concerning the Association Pattern Technique, a method to quantify means-end chain structures. The method provides understanding in the way consumers are motivated to choose specific products. The main focus is on the experience and difficulties encountered, in using this method in Europe and China. The topics addressed include development of the questionnaire; analysis of the data; application for the business; and challenges ahead.
Research Papers
How to make good dough
Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004
Authors: Sinéad Twomey, Pia de Wit
Companies: Unilever, SKIM
April 18, 2004
Research Papers
Means-end chains analysis online
Catalogue: ESOMAR Conference on Marketing 2004
Authors: Morten Schroder, Suzanne Beckmann
Company: Wilke Research
October 10, 2004
Research Papers
A consumer-oriented approach to the marketing of food products
Catalogue: Seminar 1996: European Agri-Business Under Pressure
Authors: Anke Audenaert, Jan-Benedict Steenkamp
 
February 1, 1996
