Answer to Question #239332 in Marketing for hadassa

Question

Explain the theory behind the MECCAS model and the laddering technique. Using a product, explain levels of the MECCAS model and how that product fits into those levels. 

Answer 1

The MECCAS model is a strategy that utilizes the customer's feedback in designing consumer research and building a brand marketing strategy that accommodates the consumer's needs. The method creates a lucrative marketing position and robust profits can be made.

he MECCAS model is based on the Means- End theory. This theory states that consumers have abstract ideals that guide their purchasing decisions (Reynolds et al. p. 164)

MECCAS attributes is can be designed in different forms, basing on the consumer's attributes about a product.

The example below shows the different levels; the product used is chocolate

terminal value: Personal Gratification

instrumental value: Pleasure

psychosocial consequences: Indulgence

functional consequences: Luxuriant taste

abstract consequences: Rich Flavor

concrete consequences (descriptive attributes): Dark Chocolate