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Information Technology Journal

Year: 2011 | Volume: 10 | Issue: 8 | Page No.: 1563-1570
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Authors

Kuei-Feng Chang

Hao-Wei Yang

Keywords

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.
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