A grounded therory of beer consumption in Australia

Authors

Simone Pettigrew, Edith Cowan University

Document Type

Journal Article

Publisher

Emerald

Faculty

Faculty of Business and Public Management

School

School of Marketing, Tourism and Leisure

RAS ID

213

Comments

Pettigrew, S. (2002). A grounded theory of beer consumption in Australia. Qualitative Market Research: An International Journal, 5(2), 112-122. Available here

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.

DOI

10.1108/13522750210423814