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Contextual evaluation of canned lagers using repertory grid method
Author(s) -
GAINS N.,
THOMSON D. M. H.
Publication year - 1990
Publication title -
international journal of food science and technology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.831
H-Index - 96
eISSN - 1365-2621
pISSN - 0950-5423
DOI - 10.1111/j.1365-2621.1990.tb01131.x
Subject(s) - repertory grid , grid , perception , advertising , principal (computer security) , psychology , range (aeronautics) , marketing , computer science , business , mathematics , social psychology , engineering , computer security , geometry , neuroscience , aerospace engineering
Summary The contexts in which 20 consumers typically consumed a range of 17 canned lagers were investigated using the repertory grid method, and three principal axes were found to describe the perceptual dimensions common to most people. Super‐strength and premium canned lagers were considered more self‐indulgent, whilst ordinary lagers were considered more appropriate for refreshment. Premium canned lagers were considered appropriate for drinking away from the home, whilst super‐strength canned lagers are more typically drunk at home. The investigation demonstrates the use of this method to identify contrasting contexts of use in a narrow range of highly branded products, and provides information which has implications for advertising and marketing.