http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
Understanding the purchase behaviour of small car users using means and end chain theory
Sanjiv Mittal,Sushma Muralie 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.4
Small cars represent a fast growing segment of the passenger vehicle market in developing countries such as India. Yet very little information is available on the purchase behaviour of customers in this segment. This qualitative research uses the means and end chain theory and corresponding laddering interviewing technique to establish links between the attributes, the consequences derived from these attributes and personal values in consumer purchases of small cars. This complex set of links,which represents cognitive structures, provides meaningful inputs on purchase behaviour. The 14 personal values identified in this research guide small car purchasers’ choices. The results of this research can be used in promotion and marketing positioning for small cars.