Market Segmentation Based on Consumers' Cognitive-Motivational Structures

• Authors: Eugene Kaciak
• Languages of publication: EN

Abstracts

EN

The article is devoted to the subject matter of means-end chain-based approaches to market segmentation, which are critically viewed from the perspective of their ability to yield properly defined market segments. There are emphasised in it these approaches, grounded in the means-end chain (MEC) theory that was developed to better understand how consumers link attributes of products with particular consequences and how these consequences satisfy personal values. The author's whole deliberations confirm that the means-end chains are often seen as a representation of the basic drives that motivate consumer behaviour.

Keywords

EN

consumer; market segmentation; means-end chains; cognitive-motivational structures

• Publisher: Instytut Badań Rynku, Konsumpcji i Koniunktur
• Journal: Konsumpcja i Rozwój
• Year: 2011
• Issue: 1
• Pages: 77-92

Dates

published

2011

Contributors

author

Eugene Kaciak

• Brock University (Canada)

Identifiers

ISSN

2083-6929