The MECCA model provides a framework that allows marketers to use a feedback loop to conduct consumer research and build a brand strategy simultaneously. In the process, viable alternative marketing positions can be created and tested.
The MECCA model is based on the Means- End theory. This theory states that consumers have abstract ideals that guide their purchasing decisions (Reynolds et al. p. 164). Values such as happiness and success are end-states. Products and their attributes that can help the consumer achieve an end-state are valued as instruments, or means to achieve the desired end-state. Consumers also identify with attributes of the products that help them achieve end-states on several levels. The ways that the consumer identifies with these attributes set the product apart from all others in the same function category in the consumer’s mind.
The model is useful in the development of a product strategy because it shows key elements that motivate consumers and what the connections are between the motivators and the more tangible product attributes.
Reynolds, Thomas and Olson, Jerry. Understanding Consumer Decision Making; The
Means-End Approach to Marketing and Advertising Strategy. Lawrence Erlbaum