Hierarchical value map

Means-End Chain Analysis & Laddering Interview

Due on February 26th, 2:00pm

Group Project 1

According to means-end chain theory, there is a hierarchy of consumer perceptions and product knowledge that ranges from attributes (A) to consumption consequences (C) to personal values (V) or A-C-V, as follows:

What Is the Means-End Chain Theory?

For each product (service), an A-C-V sequence forms a chain or ladder, that indicates the relationship between a product attribute and a core value.

To tap into this relationship, laddering interview is conducted, which aims to uncover the why and how products are important in an individual consumer’s life, going beyond a simple description of functional attributes or features.

Using the data from the laddering interview, we can also construct a Hierarchical Value Map, that illustrates the connections among a consumer’s values, product attributes, and behavior.

Means-End Value Chain

Attributes: “I like this car because it’s all electric.”

Consequences: “I feel I’m helping the environment when I drive this car.”

Values: “Knowing that I’m polluting less when I drive makes me feel as a responsible person.”

Choosing a Product

You can choose the product/service for the project from the following options:

Option 1: A fitness gym

Option 2: You have to consult with the professor if you want to propose a different product/service

Finding Participants

Once your group picks the product, find participants to interview

You have to interview:

5 consumers in the age range of 20-35

5 consumers in the age range of 40-55 (or older)

Conducting Laddering Interviews

Each group member must conduct 2 interviews

Record the interviews (Voice Record Pro is a free app)

Ask your informants questions that cover a range of their motivations for working out at the gym

Suggested Interview Questions

Obtain age, education, job, and marital status info

When did you start working out?

How often do you work out?

How disciplined are you about working out?

What makes working out important to you:

As a person?

How do you feel when/after you work out?

Why is that important to you?

What are some of the things your workout helps you accomplish?

For every things listed, ask why it is important

What factors do/did you consider when choosing a gym?

For every factor (attribute) listed, ask why that is important

For every factor listed, also ask how the gym helps fulfil that factor (attribute)

Hierarchical Value Map Example

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