• [email protected]
  • +971 507 888 742
Submit Manuscript
SciAlert
  • Home
  • Journals
  • Information
    • For Authors
    • For Referees
    • For Librarian
    • For Societies
  • Contact
  1. Information Technology Journal
  2. Vol 10 (8), 2011
  3. 1563-1570
  • Online First
  • Current Issue
  • Previous Issues
  • More Information
    Aims and Scope Editorial Board Guide to Authors Article Processing Charges
    Submit a Manuscript

Information Technology Journal

Year: 2011 | Volume: 10 | Issue: 8 | Page No.: 1563-1570
DOI: 10.3923/itj.2011.1563.1570

Facebook Twitter Digg Reddit Linkedin StumbleUpon E-mail

Article Trend



Total views 319

Authors


Kuei-Feng Chang

Country: China

Hao-Wei Yang

Country: China

Keywords


  • functional value
  • cosmetic bundle
  • means-end chain
  • customer value
  • appeal strategy
  • Product bundle
Research Article

Utilizing Means-end Chain to Explore Customers’ Preference in Purchasing Bundle

Kuei-Feng Chang and Hao-Wei Yang
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.
PDF Fulltext XML References Citation

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

Related Articles

The Impact of Price Discount, Product Complementarity and Relational Investment on Customer Loyalty: Empirical Evidence from China’s Telecommunications Industry
Integrate Kano`s Model and IPA to Improve Order-Winner Criteria: A Study of Computer Industry
Market Segmentation Models to Obtain Different Kinds of Customer Loyalty
Service Quality Measurement in Indian Retail Banking Sector: CA Approach
Mechanisms of Customer Knowledge Management in E-Commerce Websites

Leave a Comment


Your email address will not be published. Required fields are marked *

Useful Links

  • Journals
  • For Authors
  • For Referees
  • For Librarian
  • For Socities

Contact Us

Office Number 1128,
Tamani Arts Building,
Business Bay,
Deira, Dubai, UAE

Phone: +971 507 888 742
Email: [email protected]

About Science Alert

Science Alert is a technology platform and service provider for scholarly publishers, helping them to publish and distribute their content online. We provide a range of services, including hosting, design, and digital marketing, as well as analytics and other tools to help publishers understand their audience and optimize their content. Science Alert works with a wide variety of publishers, including academic societies, universities, and commercial publishers.

Follow Us
© Copyright Science Alert. All Rights Reserved