ISSN:
1365-2621
Source:
Blackwell Publishing Journal Backfiles 1879-2005
Topics:
Process Engineering, Biotechnology, Nutrition Technology
Notes:
The contexts in which 20 consumers typically consumed a range of 17 canned lagers were investigated using the repertory grid method, and three principal axes were found to describe the perceptual dimensions common to most people. Super-strength and premium canned lagers were considered more self-indulgent, whilst ordinary lagers were considered more appropriate for refreshment. Premium canned lagers were considered appropriate for drinking away from the home, whilst super-strength canned lagers are more typically drunk at home. The investigation demonstrates the use of this method to identify contrasting contexts of use in a narrow range of highly branded products, and provides information which has implications for advertising and marketing.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1111/j.1365-2621.1990.tb01131.x
