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Keywords Food products, Retailing, Marketing strategy
Abstract This research conducts a means-end chain analysis of the food sector and explores the extent to which the findings made can be used to inform the retail positioning strategy of food retailers. Using means-end theory as the theoretical underpinning of the study, the paper employs laddering methodology to identify the linkages between food retail store attributes and personal values. The findings of the paper present a more personally relevant representation of consumer's perceptual orientations towards food retail store image. At the attribute level `good quality products"; '; `good reputation"; "store has additional services" and "value for money" are most sought after. These were linked to the consequences `feel good" and to "save time" Overall, the findings support previous value driven research, concluding that "happiness" and "quality of fife" are the most strived for personal values. Strategic implications for retailers are discussed and future research recommendations are made.
Introduction
Consumer research is undoubtedly one of the key elements in informing retail strategy and a key facilitator in the race for competitive advantage. Given the highly competitive climate that currently exists within the UK food sector, the need for innovative and insightful consumer research has never been greater. Of particular value to retailers would be a more sophisticated research approach that helps gain a deeper and more meaningful understanding of the dynamics of consumer's perceptual orientations and the heuristics that govern their store choice (Mitchell, 2001).
Means-end chain analysis (Gutman, 1982) has been identified as one such research approach that is believed to provide all of the aforementioned characteristics and, when applied correctly, will produce clear strategic outcomes for food retailers and marketing managers alike. Means-end theory provides a framework explaining how concrete attributes of a product or service (the means) are related to abstract personal values (the ends) by eliciting the perceived consequences of these attributes for the consumer. The theory shares many similarities with that of attitude research presented in Rosenberg's (1956) expectancy-value theory, with the premise in both theories being that consumer actions incur consequences, with specific product or service attributes that have been reinforced through their buying behaviour. Based on the assumption that consumers will rationally choose the product or service that more closely...