A conceptual framework of intangible product design: applying means‐end measurement

A new integrated method based on the means‐end chain (MEC) analysis and factor analysis is proposed for developing intangible product‐mix strategies for convenience store (CVS) chains. With variables obtained from a survey on CVS service items, both analyses were used to derive the hierarchical value factor map (HVFM). The new map can handle and develop strategies for product differentiation, advertising and market segmentation. The purpose of this article is two‐fold: to propose improvements for the traditional MEC method of constructing the service hierarchical value map (HVM) and to formulate effective intangible‐product strategies.