Foster, the most famous Australian beer, with over 100 million cases of Foster’s currently sold annually in more than 155 countries around the world, can be say that isn’t being consume by the Australians. ( Fostergroup, 2004 )
Analyze this current strange factor has been taken as the main point of this paper, as well as analyze the factors involved in the consumption and purchase process of beer in Australia. Beer consumption in Australian has been suggested to communicate the social categories of Gender ( Conway, 1985 ), age ( Fiske et al., 1987 ), and social class ( Horne, 1988; King, 1978 ), therefore these variable would be analyze more in detail, in terms of personal context and characteristics.
The personal context, are those socioeconocultural characteristics of the consumers’ environment, which influences them, in terms of resources, taste and preferences; These factors could be classify as culture, reference groups and personal worth; Factors that help consumers’ to define what they want to use, pay for and finally buy. ( Widing, Sheth, Pulendran, Mittal, Newman, 2003 )
The Personal Characteristics, are physiological and biological characteristics that consumers’ possess and affect their decision process, a classification of theses characteristics can be made, in terms of group and individual traits.
- Group traits, would be those characteristics like race, gender and age; which are not unique to an individual.
- Individual traits, Could be consider those characteristics which are unique to an individual person, these traits are the result of combining individual and family characteristics, plus the environment influence. ( Widing, Sheth, Pulendran, Mittal, Newman, 2003 )
It has been believed that this classification of variables, which affect and influences consumers’ in their process of decision making, is useful and acceptable in theory, but in the reality it has been though; that all these factors are mixed, and variations in the classification can be found depending on the product and the context; therefore for the particular case of beer in Australia, it has found the classification below more appropriate.
Self image
Gender
Culture
Social Class
fecha: 08/06/2010
Link to the full document.
Analyze this current strange factor has been taken as the main point of this paper, as well as analyze the factors involved in the consumption and purchase process of beer in Australia. Beer consumption in Australian has been suggested to communicate the social categories of Gender ( Conway, 1985 ), age ( Fiske et al., 1987 ), and social class ( Horne, 1988; King, 1978 ), therefore these variable would be analyze more in detail, in terms of personal context and characteristics.
The personal context, are those socioeconocultural characteristics of the consumers’ environment, which influences them, in terms of resources, taste and preferences; These factors could be classify as culture, reference groups and personal worth; Factors that help consumers’ to define what they want to use, pay for and finally buy. ( Widing, Sheth, Pulendran, Mittal, Newman, 2003 )
The Personal Characteristics, are physiological and biological characteristics that consumers’ possess and affect their decision process, a classification of theses characteristics can be made, in terms of group and individual traits.
- Group traits, would be those characteristics like race, gender and age; which are not unique to an individual.
- Individual traits, Could be consider those characteristics which are unique to an individual person, these traits are the result of combining individual and family characteristics, plus the environment influence. ( Widing, Sheth, Pulendran, Mittal, Newman, 2003 )
It has been believed that this classification of variables, which affect and influences consumers’ in their process of decision making, is useful and acceptable in theory, but in the reality it has been though; that all these factors are mixed, and variations in the classification can be found depending on the product and the context; therefore for the particular case of beer in Australia, it has found the classification below more appropriate.
Self image
Gender
Culture
Social Class
fecha: 08/06/2010
Link to the full document.
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