MASTER’S THESIS

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Master thesis: sport spectator preferences map, the map is getting unclear. The reduction of complexity inside the map can be done by defining the cut-off level. (Grundert & Grundert, 1995). The cut-off level can be fixed by the researcher and depends on the volume of interview data. The cut-off level reduces the volume of linkages and categories which are visualized in the hieratical value map. (Rewerts, 2009) Means-end chains is one approach to retrieve consumer insights. Cohen and Warlop (2001) mention that means-end chains are “a bit over-sold”. “Its proponents have not lacked for enthusiasm in describing how the approach helps us to understand the motivational antecedents of customers’ behavior as well as their organization of product knowledge and brand meanings.” They remind reader that no approach have the ultimate solution to understand why consumers buy products, because it is a complex research field and even means-end chain can catch just one small part out of the consumer association networks. But they name laddering method as useful tool, to explain questions why consumers buy certain products. 3.1.3 Practice relevance of means-end theory This chapter introduces some practice relevance of means-end theory. As mentioned before, the means-end approach can help marketing managers to understand consumer purchase decisions and customer motivations. This research knowledge can guide managers through a thinking process of new marketing strategies. “Each means-end chain defines a particular form of customer-product relationship or a particular sense for personal relevance for the target consumer. Selecting an appropriate means-end basis for the consumer-brand relationship is the essence of a marketing strategy.” (Olson & Reynolds, 2001, pp. 265) Market segmentation Market segmentation is grouping customer into different categories. These categories or segments offer key factors for marketing strategies (Kotler, et al., 2009) Segmentation by Means-end chains summarizes customers of similar cognitive structures. The end values are a theoretical the important purchase decision factor. Linkages between the attributes and consequences can support further segmentation possibilities. (Rewerts, 200) Methodology page 44
Master thesis: sport spectator preferences Kotler, et al (2009) mentions two broad groups for research in segmentation. The first group describes characteristics: geographic, demographic and psychographic and the second group are led by behavioral considerations. Behavioral considerations are based on consumer knowledge towards attitude and use of products. Olson and Reynolds (2001) think that many segmentation approaches are limited and provide not reality facts. “Therefore, we believe tha segmentation schemes school include both attitudes and behavior variables to allow management to efficiently target customers with appropriate communications” (Olson & Reynolds, 2001, pp. 285) Using means-end theory for building up good consumer segmentation as marketing strategy Olson and Reynolds (2001) appoint a process with five elements steps. Development of understanding consumer purchase decision insights, by laddering interviews Analyzing of various consumer segments in relation of company potential Development of specific strategies and tactics based on the new information Proofing cost-structures for each strategy Implementation of strategies in pilot markets and measuring customer response. Communicaiton strategies and MECCAS Model The MECCAS model is a tool to put means.-end research results into practice action. The main idea is to communicate means-end results as source for ideas and creative marketing thinking. (Gengler and Reynolds, 2001) The MECCAS support emotional product differentiation on saturated markets. Emotional product differentiation can be developed by the linkages of the meansend chains and offers the consumer emotional experiences by consuming the product (Rewerts, 2009). The MECCAS model consists of five points: Driving force: Endl-level, similar to the end-value in the means-end theory. Leverage Point: bridge between product and person. Activates end-level and can be an implementation link for advertising strategy Consumer Benefit: positive and functional consequences of means-end chains. Consumer benefit can be transmitted verbal and visual by advertising Message Elements: Specifies attributes of products Methodology page 45
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MASTER’S THESIS

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