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Measuring product meaning for prescribed medication using a means-end chain model
Journal of Health Care Marketing
|February 8, 1992
Summary
This study explored consumer understanding of prescribed medications using a means-end chain model. Findings reveal key product attributes and consequences influencing consumer perceptions, aiding healthcare marketing strategies.
Area of Science:
- Consumer Psychology
- Health Services Marketing
- Behavioral Economics
Background:
- Understanding consumer perceptions of prescribed medication is crucial for effective healthcare marketing.
- The means-end chain (MEC) model provides a framework for exploring the links between product attributes and consumer values.
- Limited research exists on applying the MEC model to prescribed medications.
Purpose of the Study:
- To investigate the product attribute and consequence levels of consumers' product meaning for prescribed medication.
- To apply the means-end chain model to understand how consumers categorize the meaning of prescription drugs.
- To inform the development of targeted marketing strategies in the healthcare sector.
Main Methods:
- A sample of 550 consumers participated in the study.
- A 30-item scale was developed to measure product attributes and consequences.
- Exploratory factor analysis was employed to identify underlying dimensions.
Main Results:
- Five distinct product attribute dimensions were identified.
- Three significant consequence dimensions were uncovered.
- The study established a clear structure of consumer-derived meanings for prescribed medications.
Conclusions:
- The means-end chain model effectively elucidates consumer categorization of prescribed medication meanings.
- Healthcare marketers can leverage these identified dimensions to develop more resonant marketing strategies.
- Understanding consumer-perceived attributes and consequences is key to improving patient engagement and adherence.