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A conceptual framework of intangible product design: applying means‐end measurement

A conceptual framework of intangible product design: applying means‐end measurement A new integrated method based on the means‐end chain (MEC) analysis and factor analysis is proposed for developing intangible product‐mix strategies for convenience store (CVS) chains. With variables obtained from a survey on CVS service items, both analyses were used to derive the hierarchical value factor map (HVFM). The new map can handle and develop strategies for product differentiation, advertising and market segmentation. The purpose of this article is two‐fold: to propose improvements for the traditional MEC method of constructing the service hierarchical value map (HVM) and to formulate effective intangible‐product strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

A conceptual framework of intangible product design: applying means‐end measurement

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Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555850510672412
Publisher site
See Article on Publisher Site

Abstract

A new integrated method based on the means‐end chain (MEC) analysis and factor analysis is proposed for developing intangible product‐mix strategies for convenience store (CVS) chains. With variables obtained from a survey on CVS service items, both analyses were used to derive the hierarchical value factor map (HVFM). The new map can handle and develop strategies for product differentiation, advertising and market segmentation. The purpose of this article is two‐fold: to propose improvements for the traditional MEC method of constructing the service hierarchical value map (HVM) and to formulate effective intangible‐product strategies.

Journal

Asia Pacific Journal of Marketing and Logistics – Emerald Publishing

Published: Dec 1, 2005

Keywords: Means‐end chains; Hierarchical value map; Hierarchical value factor map; Convenience store; Services

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