ISSN 2736-1721
Global Journal of Business Management ISSN 6731-4538 Vol. 3 (11), pp. 001-009, November, 2009. © International Scholars Journals
Full Length Research Paper
Business strategy- youth subculture relationship: An investigation of free gift combinations
Lin, Chin-Feng1* and Liao, Yu-Ni2
1Department of Leisure Management, National Pingtung Institute of Commerce, 51, Minsheng E. Road, Pingtung City, Pingtung County 900, Taiwan.
2National Tsaotun Commercial and Industrial Vocational Senior High School, No.20, Lane 412, Side Road, Wufeng Shiang, Taichung County 413, Taiwan.
Accepted 3 August, 2009
Abstract
Adolescents easily shift their attentions to popular goods on the market; therefore marketers are used to providing lovely free gifts as their marketing tools to attract the adolescents’ attentions. This study based on the means-end chain (MEC) methodology tends to reveal adolescent perceptions toward the “dollar-quantity” combinations of free-gifts provided by the convenience stores. Applying the variables obtained from three surveys, factor analysis and MEC methodology were used to derive the factor hierarchical value map. The new map can provide marketers with information of adolescents’ perceptions for developing effective promotion activities.
Keywords: Free gift, laddering, hierarchical value map, means-end chain.