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- Title
Measuring Product Meaning for Prescribed Medication Using a Means-End Chain Model.
- Authors
Doucette, William R.; Wiederholt, Joseph B.
- Abstract
On the basis of a means-end chain model, the product attribute and consequence levels of consumers' product meaning for prescribed medication were measured for a sample of 550 consumers. Using exploratory factor analysis on a 30-item scale, the authors identified five product attribute dimensions and three consequence dimensions. The means-end chain model can help marketers of health care learn more about how consumers categorize product meanings, which in turn can be used in the development of marketing strategies.
- Subjects
DRUG prescribing; MEDICAL care; MARKETING research; MARKET segmentation; CUSTOMER satisfaction; CONSUMER preferences; ENDS &; means; VALUE (Economics); ADVERTISING effectiveness; MARKETING strategy
- Publication
Journal of Health Care Marketing, 1992, Vol 12, Issue 1, p48
- ISSN
0737-3252
- Publication type
Article