Customer behavior

Please read the question below and make sure read all the lecture notes before you start answering the questions. Also make sure apply the theories that learnt in there lecture notes to answer the questions. Please read the question below and read all the lecture notes I send and make sure you have use the theory that have taught in the lecture notes, apply it on the assignment . The assignment file is the one names : assignment 2 . The assignment file is named as assignment 2 . hand in the assignment by 12 april 1:30 pm hong kong time

Question:
Please conduct a means-end chain analysis on a product of your choice. Interview a friend or relative who is loyal to that brand. Record the questions that have been asked and answered and point out the product, attributes, benefits, instrumental values and terminal values that are revealed in this analysis. In addition, design and describe (briefly) an advertising campaign that would appeal to such values. Examples of instrumental values:

Ambitious, Broad-minded, Capable, Cheerful, Clean, Courageous, Forgiving, Helpful, Honest, Imaginative, Independent, Intellectual, Logical, Loving, Obedient, Polite, Responsible, Self-controlled, healthy, pretty, saves time, fun

Examples of terminal values:

A comfortable life, An exciting life, A sense of accomplishment, A world at peace, A world of beauty, Equality, Family, security, Fr eedom, Happiness, Inner harmony, Mature love, National security, Pleasure, Salvation, Self-respect, Social recognition, True friendship, Wisdom

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