Using means-end chain analysis to reveal consumers' motivation for buying local foods: An exploratory study

https://doi.org/10.22146/gamaijb.6061

Poppy Arsil(1*), Elton Li(2), Johan Bruwer(3)

(1) 1) The University of Adelaide School of Agriculture, Food and Wine Urrbrae, South Australia 5064 2) Jenderal Soedirman University, Lv. 2 Agricultural Technology Building Department of Agricultural Technology Dr. Soeparno St, Karangwangkal Jenderal Soedirman University Purwokerto 53123, Central Java, Indonesia Phone : +62 281 621094 ext 107 Mobile : +62 822 21886005 E-mail : poppy74arsil@gmail.com, poppy.arsil@unsoed.ac.id
(2) The University of Adelaide School of Agriculture, Food and Wine Urrbrae, South Australia, 5064
(3) 1) School of Marketing, University of South Australia, City West Campus, Adelaide, SA 5000, Australia.
(*) Corresponding Author

Abstract


This article utilizes and discusses specific aspects of Means-End Chain (MEC) analysis for understanding of the motives of Indonesian consumers who are involved in purchasing local foods. The MEC theory is used as a measure of attributes, consequences, and values of locally produced products involving specific aspects of this theory namely laddering methods of administration, content analysis procedure, constructing and interpreting Hierarchy Value Map (HVM). The results of the study indicate that MEC approach is a powerful method to reveal consumer motivation of local foods when associated with the various cultural groupings identified by the study particular between Javanese and Non-Javanese consumers. This study offers a practical implication and source of knowledge for other future studies and policies in term of (a) a new approach for understanding the motives behind purchasing local foods for Indonesia consumers, and (b) developing new categories of attributes, consequences and values of local foods.

Full Text:

PDF


References

Arsil, P., E. Li, and J. Bruwer. 2014a. Perspectives on Consumer Perceptions of Local Foods: A View from Indonesia. Journal of International Food & Agribusiness Marketing 26(2):107-124.

Arsil, P., E. Li, J. Bruwer, and G. Lyons. 2014b. Exploring consumer motivations towards buying local fresh food products: A means-end chain approach. British Food Journal 116 (10): 1533 – 1549.

Aurifeille, J-M., and P. Valette-Florence. 1995. Determination of the dominant means-end chains: A constrained clustering approach. International Journal of Research in Marketing 12(3): 267-278.

Bagozzi, R.P., and P.A. Dabholkar. 1994. Consumer recycling goals and their effect on decisions to recycle: A means-end chain analysis. Psychology and Marketing 11 (4): 313-341.

Bagozzi, R.P., and P.A. Dabholkar. 2000. Discursive psychology: An alternative conceptual foundation to means–end chain theory. Psychology and Marketing 17(7): 535-586.

Baker, S., K.E. Thompson, J. Engelken, and K. Huntley. 2004. Mapping the values driving organic food choice: Germany vs the UK. European Journal of Marketing 38(8): 995-1012.

Barrena, R., and M. Sanchez. 2010. Frequency of consumption and changing determinants of purchase decision: from attributes to values in organic food market. Spanish Journal of Agricultural Research 8(2): 251-272.

Bech-Larsen, T., N.A. Nielsen, K.G. Grunert, and E. Sorensen. 1996. Means-end chains for low involment food products-A study of danish consumers' cognitions regarding different applications of vegetable oil. Working paper, The Aarhus School of Business.

Bonne, K., and W. Verbeke. 2006. Muslim consumer’s motivations towards meat consumption in Belgium: qualitative exploratory insights from means-end chain analysis. Anthropology of Food 5: 1-24.

Botschen, G,. and A. Hemetsberger. 1998. Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization. Journal of Business Research. 42(2): 151-159.

Botschen, G., E.M. Thelen, and R. Pieters. 1999. Using means-end structures for benefit segmentation an application to services. European Journal of Marketing 33(1-2): 38-58.

Bredahl, Lone. 1999. Consumers cognitions with regard to genetically modified foods. Results of a qualitative study in four countries. Appetite 33(3): 343-360.

Costa, A.I.A., M. Dekker, and W.M.F. Jongen. 2004. An overview of means-end theory: potential application in consumer-oriented food product design. Trends in Food Science & Technology 15(7–8): 403-415.

Fotopoulos, C., A. Krystallis, and M. Ness. 2003. Wine produced by organic grapes in Greece: using means-end chains analysis to reveal organic buyers' purchasing motives in comparison to the Non-buyers. Food Quality and Preference 14(7): 549-566.

Gengler, C.E., D.B. Klenosky. and M.S. Mulvey. 1995. Improving the graphic representation of means-end results. International Journal of Research in Marketing 12(3): 245-256.

Gengler, C.E., M.S. Mulvey, and J.E. Oglethorpe. 1999. Means-End Analysis of mothers' infant feeding choices. Journal of Public Policy and Marketing 18(2): 172-188.

Grantham, Susan. 2007. 'But what do they really think? Identifying consumers' values relevant to adopting biotechnologically produced foods. Journal of Public Affairs 7(4): 372-382.

Grunert, Klaus G. 1997. What's in a steak? A cross-cultural study on the quality perception of beef. Food Quality and Preference 8(3): 157-174.

Grunert, K.G., and S.C. Grunert. 1995. Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems. International Journal of Research in Marketing 12(3): 209-225.

Grunert, K.G., L., Lähteenmäki, N.A. Nielsen, J.B. Poulsen, O. Ueland, and A. Åström. 2001. Consumer perceptions of food products involving genetic modification-results from a qualitative study in four Nordic countries. Food Quality and Preference 12(8): 527-542.

Gutman, Jonathan. 1982. A Means-End Chain Model Based on Consumer Categorization Processes. The Journal of Marketing 46(2): 60-72.

Gutman, Jonathan. 1984. Analysing Consumer Orientations Toward Beverages Through Means-End Chain Analysis. Psychology and Marketing 1(3/4): 23-43.

Hall, J. and L. Lockshin. 2000. Using Means-End Chains for Analysing Occasions - Not Buyers. Australasian Marketing Journal (AMJ) 8(1): 45-54.

Hofstede, F.t., A. Audenaert, J.B.E.M. Steenkamp, and M. Wedel. 1998. An investigation into the association pattern technique as a quantitative approach to measuring means-end chains. International Journal of Research in Marketing 15(1): 37-50.

Kaciak, E., and C.W. Cullen. 2006. Analysis of means-end chain data in marketing research. Journal of Targeting, Measurement and Analysis for Marketing 15(1): 12-20.

Kassarjian, Harold H. 1977. Content Analysis in Consumer Research. Journal of Consumer Research 4(1): 8-18.

Kirchhoff, S., H.Smyth, J. Sanderson, Y. Sultanbawa, and K. Gething, 2011. Increasing vegetable consumption: a means-end chain approach. British Food Journal 113(8): 1031-1044.

Kolbe, R.H., and M.S. Burnett. 1991. Content-analysis research: An examination of applications with directives for improving research reliability and objectivity. Journal of Consumer Research 18: 243-250.

Krystallis, A., G. Maglaras, and S. Mamalis. 2008. Motivations and cognitive structures of consumers in their purchasing of functional foods. Food Quality and Preference 19(6): 525-538.

Leppard, P., C.G. Russell, and D.N. Cox. 2004. Improving means-end-chain studies by using a ranking method to construct hierarchical value maps. Food Quality and Preference 15(5): 489-497.

Lin, Chen. 2002. Attribute-consequence-value linkages: a new technique for understanding customers' product knowlegde. Journal of Targeting, Measurement and Analysis for Marketing 10: 339-352.

Lind, Lena Westerlund. 2007. Consumer involvement and perceived differentiation of different kinds of pork – a Means-End Chain analysis. Food Quality and Preference 18(4): 690-700.

Makatouni, Aikaterini. 2002. What motivates consumers to buy organic food in the UK? Results from a qualitative study. British Food Journal 104(3/4/5): 345-352.

Naspetti, S, and R. Zanoli. 2009. Organic food quality and safety perception throughout Europe. Journal of Food Products Marketing 159(3): 249-266.

Olson, J.C. and T.J. Reynolds. 2003. ‘Understanding consumers' cognitive structures: Implication for advertising strategy’. in Percy, L. and Woodside, A. (eds), Advertising and consumer psychology, Lexington, MA, Lexinton Books, 77-91.

Padel, S., and C. Foster, C. 2005. Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal 107(8): 606-625.

Phillips, J.M., and T.J. Reynolds. 2009. A hard look at hard laddering: A comparison of studies examining the hierarchical structure of means-end theory. Qualitative Market Research: An International Journal 12(1): 83-99.

Pieters, R., H. Baumgartner, and D. Allen. 1995. A means-end chain approach to consumer goal structures. International Journal of Research in Marketing 12(3): 227-244.

Prescott, J., O. Young, L. O'Neill, N.J.N. Yau, and R. Stevens. 2002. Motives for food choice: a comparison of consumers from Japan, Taiwan, Malaysia and New Zealand. Food Quality and Preference 13(7–8): 489-495.

Reynolds, Thomas J. 2006. Methodological and Strategy Development Implications of Decision Segmentation. Journal of Advertising Research 46(4): 445-461.

Reynolds, T.J. and J. Gutman. 1988. Laddering theory, method, analysis, and interpretation. Journal of Advertising Research 28(1): 11-31.

Roininen, K., A. Arvola, and L. Lähteenmäki. 2006. Exploring consumers’ perceptions of local food with two different qualitative techniques: Laddering and word association. Food Quality and Preference 17(1–2): 20-30.

Russell, C.G., A. Busson, I. Flight, J. Brian, J.A.v.L. van Pabst, and D.N. Cox. 2004a. A comparison of three laddering techniques applied to an example of a complex food choice. Food Quality and Preference 15: 569-583.

Russell, C.G., I. Flight, P. Leppard, J.A.v.L. van Pabst, J.A. Syrette, and D.N. Cox. 2004b. A comparison of paper-and-pencil and computerised methods of “hard” laddering. Food Quality and Preference 15(3): 279-291.

Schiffman, Leon G, and Leslie Lazar Kanuk. 2010. Consumer behaviour, Sixth Edition edn, New Jersey: Prentice Hall.

Suryadinata, L., E.N. Arifin, and A. Ananta. 2003. Indonesia's population: Ethnicity and religion in a changing political landscape. Singapore: Institute of Southeast Asian Studies.

Urala, N., and L. Lähteenmäki. 2003. Reasons behind consumers' functional food choice. Nutrition and Food Science 33(4): 148-158.

Valette-FIorence, P., and B. Rapacchi. 1991. Improving Means-End Chain Analysis Using Graph Theory and Correspondence Analysis. Journal of Advertising Research 31(1): 30-45.

Valette-Florence, P., L. Sirieix., K. Grunert, and N. Nielsen. 2000. Means-End Chain Analyses of Fish Consumption in Denmark and France: A Multidimensional Perspective. Journal of Euromarketing 8(1-2): 15-27.

van Rekom, J. and B. Wierenga. 2007. On the hierarchical nature of means–end relationships in laddering data. Journal of Business Research 60(4): 401-410.

Veludo-de-Oliveira, T.M., A.A. Ikeda, and M.C. Campomar. 2006. Laddering in the practice of marketing research: barriers and solutions. Qualitative Market Research: An International Journal 9(3): 297-306.

Vriens, M., and F.T. Hofstede. 2000. Linking attributes, benefits, and consumer values. Journal of Marketing Research 12(3): 4-10.



DOI: https://doi.org/10.22146/gamaijb.6061

Article Metrics

Abstract views : 1204 | views : 1873

Refbacks

  • There are currently no refbacks.




Copyright (c) 2017 Gadjah Mada International Journal of Business

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.