Article2010

Alcohol consumption motivations and behaviours in Hong Kong

31 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Wine Industry and Tourism

Abstract

Purpose The purpose of this paper is to investigate the way Hong Kong drinkers have internalised the meanings associated with alcoholic beverages and how these meanings influence the motivation to drink. Also of interest was how symbolic meanings and motivations are similar or different to those in Western nations and the implications for the marketing of alcohol products. Design/methodology/approach An ethnographic approach comprising participant observations and interviews is used to generate data relating to alcohol consumption. Observations are conducted at 11 venues including pubs, clubs, restaurants, and a convention centre. More than 40 h of observations yield data pertaining to public drinking while the interview data also provides insight into the nature of private drinking in Hong Kong. Findings Alcohol consumption in Hong Kong may be primarily a function of the need to convey desired images to specific and generalised others. The finding that product symbolism dominates taste considerations supports previous research relating to beer consumption but varies somewhat from identified motivations for wine consumption in developed markets. Practical implications Alcohol marketers may benefit from adapting their products to suit the specific taste preferences of Chinese consumers, although care would need to be taken to ensure the symbolic value of the beverage is not diminished in the process. A focus on the situational context and moderate consumption in promotional messages may increase perceived salience. Originality/value Little previous research on alcohol consumption motivations has been conducted in Hong Kong. The findings provide insight into likely characteristics of the future alcohol market in mainland China.

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References

2017The Discovery of Grounded Theory 2018Distinction: A Social Critique of the Judgement of Taste*1988Possessions and the Extended Self 1994Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation 1991"We Gather Together": Consumption Rituals of Thanksgiving Day 1989Assessing Trustworthiness in Naturalistic Consumer Research 2004An Integrative Review of Material Possession Attachment 1998The influence of consumption situation and product involvement over consumers’ use of product attribute

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