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Means-End-Chain



             Presented by-
           Shishir Ramkumar
            Sharath Ghosh
             Nahid Anjum
            Diya Mazumder
            Rakesh Gakare
Agenda
•   Means-end-chain
•   Our product
•   Attributes
•   Benefit
•   Values
Means-end-chain


                                            Product
                                           Knowledge




           Attributes                           Benefit                          Values




Concrete                Abstract   Functional         Psycho-social   Instrumental        Terminal
Our product
• Laptop
• Sample size-8
Attributes

Concrete
• Battery back-up
• Sound quality

Abstract
• Performance
• Value for money
• Student friendly
• After sales services
Benefit
Functional
• Safety
• Speed

Psycho-social
• Economical
• ROI
• Opportunity cost
• Satisfaction
• Entertainment
• Responsibility
Values

Instrumental
• Status
• Stand apart from crowd


Terminal
• Happiness
• Mental peace
Means end chain

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Means end chain