|Journal:Business and Economics Research Journal
Title of Article:Means – End Chain Theory and Laddering Technique: Applications in Consumer Behavior Research
Author(s): Ayca Kangal
Means – end chain (MEC) theory and laddering technique uncovers the decision making process of consumers related to marketing offerings such as goods, services and experiences in a cognitive approach from a consumer perspective view which are popularly used approaches in marketing context. The purpose of the study is to discusss and present the laddering techique to Turkish literature, which is a frequently used qualitative research method in consumer behavior, both with related theoretical structure and practice. With this purpose, the overview of the literature within the frame of means – end chain theory, practices in consumer behavior, laddering technique, data collection, data analyze and interperation steps, limits of the laddering technique and alternatives of soft laddering (hard laddering) is discussed. Laddering technique among with alternative data collection tools are anticipated Turkish researchers’ interest.
Keywords:Means – end chain (MEC), laddering technique, hard laddering, qualitative research, consumer behavior.
|JEL Classification:M30, M31|