Alcohol consumption motivations and behaviours in Hong Kong

被引:21
作者
Pettigrew, Simone [1 ]
Charters, Steve [2 ]
机构
[1] Univ Western Australia, UWA Business Sch, Mkt, Crawley, Australia
[2] Reims Management Sch, Champagne Management, Reims, France
关键词
China; Hong Kong; Alcoholic drinks; Consumer behaviour; Symbolism;
D O I
10.1108/13555851011026953
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:210 / 221
页数:12
相关论文
共 50 条
  • [41] ORGANIC FOODS CONSUMERS IN HONG KONG
    Yap, Matthew H. T.
    TOURISM AND HOSPITALITY MANAGEMENT-CROATIA, 2012, 18 (01): : 141 - 146
  • [42] A contribution to the Mutillidae (Hymenoptera) of Hong Kong
    Barthelemy, Christophe
    Lelej, Arkady S.
    Loktionov, Valery M.
    ZOOTAXA, 2018, 4514 (02) : 230 - 242
  • [43] Hong Kong: An Eastern or Western Pearl?
    Altemani de Oliveira, Henrique
    MERIDIANO 47-JOURNAL OF GLOBAL STUDIES, 2021, 22
  • [44] Nursing in Hong Kong: Issues and challenges
    Thompson, DR
    NURSING SCIENCE QUARTERLY, 2006, 19 (02) : 158 - 162
  • [45] IPO waves in China and Hong Kong
    Guecbilmez, Ufuk
    INTERNATIONAL REVIEW OF FINANCIAL ANALYSIS, 2015, 40 : 14 - 26
  • [46] Spaces of consumption and senses of place: a geosemiotic analysis of three markets in Hong Kong
    Lou, Jackie Jia
    SOCIAL SEMIOTICS, 2017, 27 (04) : 513 - 531
  • [47] Recovery systems in Guangzhou and Hong Kong
    Chung, SS
    Poon, CS
    RESOURCES CONSERVATION AND RECYCLING, 1998, 23 (1-2) : 29 - 45
  • [48] Hong Kong in the world: continuities and changes
    Chan, Kenneth Ka Lok
    ASIAN EDUCATION AND DEVELOPMENT STUDIES, 2019, 8 (02) : 197 - 207
  • [49] Sinophobia in Hong Kong News Media
    Lin, Cong
    Jackson, Liz
    EDUCATIONAL PHILOSOPHY AND THEORY, 2022, 54 (05) : 568 - 580
  • [50] Housing wealth, stock wealth and consumption expenditure: a dynamic analysis for Hong Kong
    Hui, Eddie
    Zheng, Xian
    Zuo, Wen-juan
    PROPERTY MANAGEMENT, 2012, 30 (05) : 435 - +