The main objective of this work is to contribute theoretically and methodologically to consumer goal-oriented behavioral research, using the Means-End Chains (MEC) proposition and checking how applicable this approach is for analyzing the hierarchy of goals. Included in the model were a fourth level of complexity ("doing" goals) and an evolution of the Association Pattern Technique (APT), which extend the analysis capacity to more complex chains. The study was carried out with consumers who buy sports utility automobiles. They were characterized using the Latent Class model, allowing them to be classified into two groups: the "safety and well-being" group, which prioritizes values related to safety in the various aspects of life, and the "individuality and hedonism" group, which seeks values related to pleasure and is open to risks.
Means-End Chains (MEC); Association Pattern Technique (APT); consumer goals; goals hierarchy; automobile consumption
