J.B. Luten, Torger Børresen, J. Oehlenschläger (eds)
Consumer motives for buying or not buying a seafood product can be analysed in terms of means-end chain theory. According to this theory, con-su-mers are motivated to buy a product to the extent that it, in the mind of the con-sumer, contributes t fulfilment of personal life values. Means-end chains are used as a model of how consumers perceive the link between pro-ducts and life values; more specifically, they show how consumers link pro-duct attributes to self-relevant consequences and li values. Such chains are usually measured by a qualitative interviewing procedure called ladde-ring. In our study, 90 laddering interviews were made in Copenhagen among married women with at least one child living at home. The respondents were show seafood products: fresh, whole, cleaned plaice and a package of frozen fillets of plaice. 444 ladders, each representing a specific means-end chain, were ascertained and coded. The coded data form the basis for the derivation of hierarchical value which present the information of the laddering-inter-views in a compressed form. The hierarchical value maps show that con-su-mers perceive the two seafood products to be substantially different in terms of taste, wholesomeness, convenience, and p Different levels of expe-rience with seafood influence how consumers perceive the two products. Accor-ding to our investigation, the main life values motivating or demotiva-ting consumers to buy seafood are care for the family, health, and joy/ happiness.
Seafood From Producer To Consumer - Integrated Approach To Quality, 1997, p. 31-43