Marketing

In: Business and Management

Submitted By roksolana
Words 3517
Pages 15
Title Page
1. Introduction 3
1.2. Current Study 5
2.1. Means-end Chain Theory 5
2.2. The laddering technique 6
2.3.1 Recruitment of respondents for individual laddering interview 7
2.3.2 Analysis of laddering data 8
3.1 Attributes, Consequences and Values 9
3.2.1 Results: Marriage Segment 9
3.2.2 Results: Relationship Segment 10
3.2.3. Results: Single Segment 11
4. Discussion and Conclusion 12
References 13

1. Introduction

The consumption of alcoholic beverages is an old habit that has been around for thousands of years. It differs in the kind of alcohol consumed from country, culture, social status, age and many other factors. Many studies have been and are still being conducted on the correlation of any of these factors with the consumption of alcohol.
According to the latest statistical data from the OECD, the average pure alcohol consumption in Canada was reported at 8.2 litre per capita, compared to the 9.1 litre OECD average (Alcohol Consumption, 2011-2012).

Alcoholic beverages are consumed under the main following categories: Beer, wine and spirits. The data provided by Statistics Canada shows a growing preference for wine (3.4% increase in terms of volume sold), while the consumption of beer is currently declining (1.4 % in terms of volume sold). However, beer was still the preferred and most consumed kind of alcohol in 2010 (2,4 billion litres sold). Similar to beer, spirit sales noted a slight decline (-0.7% in terms of volume sold). In total, Canadians consumed 229.5 million litres of alcoholic beverages in 2010. (The Daily, 2010).

The present report examines consumption of alcoholic beverages in the main categories given, related to the consumer’s marital status. The latter was divided into “single”, “in a relationship” and “married”. The focus of this subject was preceded by the thought…...

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