Abstract
The consumer's behaviour is something complex to define and to understand. In fact, various reasons influence the consumer's choices, like his personal values, education, product attributes and its benefits. Therefore, in order to help and to organise this complex attitude, some authors established a theoretical framework, called Means-End Theory. According to Gutman (1, 1982), means-end theory "identifies three levels of abstraction: attributes, consequences, and values associated with the use of products, representing the process by which physical attributes of products gain personal meaning for users" (Subramony, Deepak Prem, 2, 2002). To give precise details about the Means-End Theory concept, the "means" can be define as the product's intrinsic and/or extrinsic attributes, and the "end" as the subsequent consequences for the consumer associated with his personal values. By the way, we can understand consumer's way of thinking about product choice and even predict it, by linking the means with the ends.
