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Information Technology Journal
  Year: 2011 | Volume: 10 | Issue: 8 | Page No.: 1563-1570
DOI: 10.3923/itj.2011.1563.1570
 
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Utilizing Means-end Chain to Explore Customers’ Preference in Purchasing Bundle

Kuei-Feng Chang and Hao-Wei Yang

Abstract:
It is a hard task for manufacturers or marketers to understand customer requirements about linguistic imprecision, multiple needs and complex interactions. This research utilized Means-End Chain (MEC) to explore customer preferences in purchasing bundle. Based on the calculations results, a valuable cosmetic bundle should provide functional value as the first priority but transaction value is the last one. Manufacturers and marketers should focus on the priority attributes that customers require. Marketers could base on this information to develop appeal and communication strategy.
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How to cite this article:

Kuei-Feng Chang and Hao-Wei Yang, 2011. Utilizing Means-end Chain to Explore Customers’ Preference in Purchasing Bundle. Information Technology Journal, 10: 1563-1570.

DOI: 10.3923/itj.2011.1563.1570

URL: https://scialert.net/abstract/?doi=itj.2011.1563.1570

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