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KMID : 1134820150440010152
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Journal of the Korean Society of Food Science and Nutrition
2015 Volume.44 No. 1 p.152 ~ p.159
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Means-End Chain Approach to Understand Consumer Motivation Towards Convenience Meat Products: Focus on New York City in US Market
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Jung Yoo-Jin
Lee Min-A
Cho Eun-Kyung
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Abstract
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The purpose of this study was to analyze how consumers make links between convenience meat products and self-relevant consequences and value. Surveys on convenience meat product consumption patterns and hard laddering based on means-end chain theory were conducted from April 21 to April 25, 2014 and targeted 200 consumers in the US. The most preferred cooking method of convenience meat product was roast (25.9%) and the most common information medium was suggestions by friends and parents (37.1%). The main as well as desired places of purchasing were both the supermarket (33.6% and 27.3%, respectively). The most preferred promotion method was free sample events (38.5%). From analyzing means-end chains of convenience meat products, the most dominant value chain was ‘taste (A)’－‘good taste (C)’－‘feel good (V)’. These results show that consumption of convenience meat products will increase when consumer expectations of taste and satisfaction are met. Further, results of the value measurement provide information on consumer satisfaction and needs and can be applied to set marketing strategies for Korean style convenience meat products.
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KEYWORD
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convenience meat product, means-end chains analysis, laddering, personal value, consumer
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