MKTG 4204 Chapter Notes - Chapter 4: Deeper Understanding, Caffeine, Aspirin
28 Jan 2020
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Gillette example about consumer reactions with the mach 3, product attributes, benefits, and values --> means-end chain. Means-end chain: provides a deep understanding of how consumers think and feel about products and brands, helps explain consumers feelings of involvement. Links consumers knowledge about product attributes with their knowledge about consequences and values. Even deeper understanding of consumers by identifying the metaphors they use to think about products and brands. Levels of product knowledge: used to interpret new information and make purchase choices. Formed when people acquire separate meaning concepts and combine them into larger more abstract categories of knowledge. Specific example of a brand that has one or more unique product features or attributes. Broader category that includes several brands that are similar in some important way - usually by physical form. Product class broadest and most inclusive level of product.
