Exploring Non-Consumption and Consumer Behaviour of Men Age 25-35 Residing in Dublin, on their Attitudes Toward Purchase and Consumption Within the Non-Alcoholic Beverage Industry

Bracken, Kim (2023) Exploring Non-Consumption and Consumer Behaviour of Men Age 25-35 Residing in Dublin, on their Attitudes Toward Purchase and Consumption Within the Non-Alcoholic Beverage Industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

This dissertation explores the attitudes, experiences, and opinions that men age 25-35 living in Dublin have towards non-alcoholic beverages, to understand how their path to purchase is affected in social situations. The research statement and sub-objectives were formed after a deep review of the existing literature and theories were explored around this topic. The ‘Heineken Now You Can Campaign’ provides structure to the research statement, to understand the impact and appeal of non-alcoholic beverage (NAB) advertising. The objectives form a crucial component to support the research statement. This is to greater explore and analyse the findings of this research. Data were collected from eight semi-structured interviews to gather findings and compare them with the literature that was explored.

The researcher is content that this study revealed findings that are informative but also reliable, with the research objective that is primarily addressed. Limitations of the research are noted and recommendations for further studies are highlighted. Findings suggest that health concerns, promotional activity, sports events, and social pressures play a major role in the paths to purchase, or not purchase a NAB. This study expands upon current literature by acknowledging the potential that societal factors hold for consumers and non-consumers of NABs. These findings suggest that a considerable amount of thinking exists behind the reasons for an increase or decrease in sales from each financial year to the next for alcoholic drinks companies that produce NABs, as well as on-trade and off-trade vendors in Dublin.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Macdonald, Robert UNSPECIFIED
Subjects:	H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry > Beverage industry H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HQ The family. Marriage. Woman > Gender H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Tamara Malone
Date Deposited:	22 Aug 2023 15:43
Last Modified:	22 Aug 2023 15:43
URI:	https://norma.ncirl.ie/id/eprint/6808

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