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A grounded theory of beer consumption in Australia

A grounded theory of beer consumption in Australia This study applied the grounded theory method of data collection and analysis to the social phenomenon of beer consumption in Australia. The aim was to explore a popular Australian consumption activity to provide an insight into the consumption process in general, and the consumption of beer in particular. The output is a substantive theory of beer consumption that describes the specific cognitive and emotional processes involved in the selection and consumption of particular brands of beer amongst members of the Australian culture. Image management was found to be the core category pertaining to Australian beer consumption, with the associated properties being monitoring, analysing, and communicating. The implications of the category and properties for current consumer behaviour theories are outlined. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research An International Journal Emerald Publishing

A grounded theory of beer consumption in Australia

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References (60)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750210423814
Publisher site
See Article on Publisher Site

Abstract

This study applied the grounded theory method of data collection and analysis to the social phenomenon of beer consumption in Australia. The aim was to explore a popular Australian consumption activity to provide an insight into the consumption process in general, and the consumption of beer in particular. The output is a substantive theory of beer consumption that describes the specific cognitive and emotional processes involved in the selection and consumption of particular brands of beer amongst members of the Australian culture. Image management was found to be the core category pertaining to Australian beer consumption, with the associated properties being monitoring, analysing, and communicating. The implications of the category and properties for current consumer behaviour theories are outlined.

Journal

Qualitative Market Research An International JournalEmerald Publishing

Published: Jun 1, 2002

Keywords: Grounded theory; Brewing industry; Consumer behaviour; Corporate image; Austrailia

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