Bébiételek vizsgálata a „means-end chain” elmélet és a „létrázás” módszerének alkalmazásával

Absztrakt

„Means-end chain” theory is a widely used model abroad which has already appeared in Hungary. This theory reveals the chains from product properties through benefits to values using the „laddering” method. The consumers consider glass-jar baby foods have favourable effects on human health among all canned food industrial products, which gave reasons to have a closer look into the causes of purchases. The main product properties, benefits and values that are behind baby food purchases were revealed in our research. According to our results, the main values young mothers receive from baby foods are: healthy development of the kid, mother feels safe, expression of mother’s love, the kid will not be choosy about his/her food, as well as keeping national jobs by purchasing Hungarian products. As a result of our research, the Hierarchical Value Map of baby foods was drawn. In this way, the product properties, the benefits and the values regarding the product-group and enhanced by the „customers” are well comprehendible. These can help companies from segmentation through product planning to promotion.