Explore values of traditional fish sauce consumers by mean-end chain theory

In recent years, dipping sauce products (also known as industrial fish sauce) have had a significant development with various brands, which has gradually taken the place of traditional in market. The main purpose this study is to identify values that users receive, thereby helping businesses focus on producing and communicating these important customers. To determine values, present employs Mean-End Chain theory soft-laddering interview technique following objectives: (i) attributes leading consumers' decisions use; (ii) explore link between through chains attribute (A) - consequence (C) value (V) according MEC theory. Research findings shown 17 sauce, 20 consequences (including 13 functional 07 psychosocial consequences), 12 4 including Mental comfort; Good health; Trust; Loyalty. From research's results, managerial implications are proposed promote production consumption sauce.