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Journal of Tea Science ›› 2013, Vol. 33 ›› Issue (5): 449-456.doi: 10.13305/j.cnki.jts.2013.05.004

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Study of the Anji White Tea Regional Brand′s Consumer Cognitive Structure Based on MEC Model

ZHANG Yue-li   

  1. Zhejiang Agriculture and Forestry University, Lin′an 311300, China
  • Received:2013-05-07 Revised:2013-07-11 Online:2013-10-30 Published:2019-09-04

Abstract: Under the research paradigm of means-end chain(MEC) model,the consumer cognitive structure about regional brand of Anji white tea is studied. Through soft laddering, we conduct in-depth interviews with 46 consumers of Anji white tea to find out three levels of this chain including attributes, consequences and values. Based on interviews, Implication Matrix is constructed and Hierarchical Value Map is described step by step to be quite clear on the subjective value orientation of respondents. The results of study will provide theoretical guidance for the market segmenting and brand positioning of Anji white tea.

Key words: means-end chain, laddering, consumer cognitive structure, Anji white tea, regional brand

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