INFLUENTAL FACTORS ON BRAND CHOICE AND CONSUMPTION BEHAVIORS AN EXPLORATORY STUDY ON COLLEGE STUDENTS AND BEER

Topics: Alcoholic beverage, Brand, Branding Pages: 102 (13305 words) Published: April 11, 2014
INFLUENTAL FACTORS ON BRAND CHOICE AND CONSUMPTION BEHAVIORS: AN EXPLORATORY STUDY ON COLLEGE STUDENTS AND BEER

By
DAVE RITTER

A THESIS PRESENTED TO THE GRADUATE SCHOOL
OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULLFILLMENT
OF THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF ADVERTISING
UNIVERSITY OF FLORIDA
2008
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© 2008 Dave Ritter

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To my family, friends, educators, and colleagues, cheers! Without your love, support, and guidance none of this would be possible.

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ACKNOWLEDGEMENTS
I would like to thank my entire family for supporting my education and research at the University of Florida. I would like to thank Lakeland College, the University of Illinois, and the University of Florida for providing me with the skills and education possible to complete this document. I also would like to express my gratitude to all of my committee members for their help, guidance, and comments throughout this process. In addition, I would like to give a special thank-you to my thesis chair, Hyojin Kim. Finally, I would like to thank God for giving me faith, ability, and opportunity to persevere.

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TABLE OF CONTENTS
page
ACKNOWLEDGEMENTS.............................................................................................................4 LIST OF TABLES...........................................................................................................................7 LIST OF FIGURES .........................................................................................................................8 ABSTRACT.....................................................................................................................................9 CHAPTER

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INTRODUCTION ..................................................................................................................10

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LITERATURE REVIEW .......................................................................................................13 Brand Choice ..........................................................................................................................13 Desired Brand Benefits...........................................................................................................19 Performance/Quality........................................................................................................20 Price/Value for Money ....................................................................................................22 Emotions..........................................................................................................................23 Normative/Personal (Social) ...........................................................................................23 Environment (Stewardship).............................................................................................24 Health ..............................................................................................................................25 Situational Factors ..................................................................................................................27 Consumer Factors ...................................................................................................................29 Exploratory Shopping Behaviors ....................................................................................30 Interpersonal Influence....................................................................................................30 Consumption Behaviors ..................................................................................................31 Product Category Involvement........................................................................................32 Demographics..................................................................................................................32 Theory of Reasoned Action...
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