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A construction of consumer cognitive structures and their implications in furniture shopping decisions: a means-end chain approach

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  • Hsin-Hui Lin
  • Joan Chang

Abstract

The main purpose of this study is to construct a hierarchical value map (HVM) based on an investigation of how consumers in Taiwan link attributes of furniture and home accessories stores with particular consequences, and how these consequences satisfy their personal values. Further, this study compares differences in consumer HVMs in terms of gender, as well as across different chain stores. This study used the means-end chain approach and laddering technique to interview 40 consumers of furniture and home accessories stores in Taiwan. We obtained six ladders regarding furniture and home accessories store consumption. From these ladders, this study found three critical store attributes (function, facility convenience, and price), four consequences that consumers care most about (shopping ease, comfort and pleasure, practicality, and integrated design), and three dominant values that consumers wish to achieve (warm family, pleasurable life, and security). The findings of this study can be used as a basis for market segmentation and the development of retail service marketing strategies. Copyright Springer-Verlag 2012

Suggested Citation

  • Hsin-Hui Lin & Joan Chang, 2012. "A construction of consumer cognitive structures and their implications in furniture shopping decisions: a means-end chain approach," Service Business, Springer;Pan-Pacific Business Association, vol. 6(2), pages 197-218, June.
    • Handle: RePEc:spr:svcbiz:v:6:y:2012:i:2:p:197-218
    DOI: 10.1007/s11628-011-0127-5
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    References listed on IDEAS

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    1. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    2. Barrena Figueroa, Ramo & Sanchez Garcia, Mercedes, 2007. "Connecting Product Attributes with Emotional Benefits. Analysis of a Mediterranean product across consumer age segments," 103rd Seminar, April 23-25, 2007, Barcelona, Spain 9435, European Association of Agricultural Economists.
    3. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
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    1. Alev Kocak Alan & Ebru Tumer Kabadayi & Cengiz Yilmaz, 2016. "Cognitive and affective constituents of the consumption experience in retail service settings: effects on store loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 715-735, December.

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