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Marketing policy Mk 32003: The means-end theory and converse

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  1. Means-End Theory and its relevance.
    1. The Means- End theory concept.
    2. The Means-End-theory and the brand management.
  2. Converse and the Means-End theory.
    1. Converse: Hierarchical value map and it's analysis.
    2. Converse: Specific recommendations for the future of the brand.
  3. Conclusion.
  4. Bibliography.

The consumer's behaviour is something complex to define and to understand. In fact, various reasons influence the consumer's choices, like his personal values, education, product attributes and its benefits. Therefore, in order to help and to organise this complex attitude, some authors established a theoretical framework, called Means-End Theory. According to Gutman (1, 1982), means-end theory ?identifies three levels of abstraction: attributes, consequences, and values associated with the use of products, representing the process by which physical attributes of products gain personal meaning for users? (Subramony, Deepak Prem, 2, 2002). To give precise details about the Means-End Theory concept, the ?means? can be define as the product's intrinsic and/or extrinsic attributes, and the ?end? as the subsequent consequences for the consumer associated with his personal values. By the way, we can understand consumer's way of thinking about product choice and even predict it, by linking the means with the ends.

[...] To follow its successful development, Converse is able to emphasize his values to satisfy the consumers. Actually, his constant innovation and originality are really appropriate with the consumers demand, and the products are as always amazing. They are adapted at the fashion movement (mangas, zebra clothes) and they deal with the ephemeral trend situation. Moreover, Converse conceived an attractive Internet site quite adapted to young people or teenagers whom appreciate and use this media (possibility to personalize their shoes, writing their name). [...]

[...] the basis of the laddering process, which is the principal methodological manifestation of means-end theory. Thanks to this process, we can establish the Hierarchical Value Map which represents the linkages between attribute and consequences, and then consequences and values. The Means-End-Theory and the brand management As everybody knows, it's essential for a brand to meet consumers' needs in order to satisfy them when they purchase an item. That's why Means- End-Theory constitutes one of the most important contributions to brand management, brand development and also brand loyalty. [...]

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