The Means-end chain model is one of the mechanism to understand how cusomers behavies when they make a decision to buy a product or not.
Buying a product is typically the means to achieve the ends.
For example, to relax before your important meeting, you go to Starbacks to buy a coffee.
At the next level, the reason why you would like to be relaxed is probably because you would like to be more productive and close your deal with an important client.
At the next level, the reason why you would like to close your deal with the important client is because you would like to achieve your commitment and be promoted. And so on...
As mentioned above, we can endlessly chase the chain of the means and the ends. To understand the hidden needs of consumers is important in marketing. However, it is difficult to identify such a need for the following reasons.
- Never end
As mentioned, this can continue forever. It is difficult which one is the actual and important needs for consumers.
By making the ends the means at the next level, we can notice that the ends was one of the means at the next level, which is relativized against other means to ahieve your ends.