What motivates us to purchase?

The act of purchasing is motivated by many factors including the product proper features, the marketing elements promoting it, as well as many intangibles linked to the buyer itself: his/her involvement with the product, his/mood, his/her values.  We have experimented over the summer a methodology called Means End Chains (MEC) which proposes to identify the ladders waving the path to consumer’s final decision. My colleague Dr Liliane Zoungrana develops the concept of this methodology and why it can provide us with meaningful insights on consumer behaviour. Read Liliane’s post and tell us what you think!

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