Analyzing consumer orientations toward beverages through means–end chain analysis

The choice of a brand, and most particularly a beverage type, depends on the consequences it produces for the beverage consumer. Means‐end chain theory provides an approach for linking product values. This article demonstrates a methodology for constructing hierarchical value structure maps for beverages in general and individually for several different types of beverages. The implications of this approach for creating advertising strategy are also demonstrated and discussed.