Open AccessSOCIAL CLASS, CONSUMPTION AND CONFLICTS: A QUALITATIVE RESEARCH ON CONSUMERS IN A WEST AFRICAN CHRISTIAN CONTEXT
Author(s) -
Théophile Bindeouè Nassè,
Nicholas Fielmua,
Halidu Musah,
Nicolas Carbonell,
Samuel Marfo
Publication year - 2021
Publication title -
international journal of management and entrepreneurship research
Language(s) - English
Resource type - Journals
eISSN - 2664-3596
pISSN - 2664-3588
DOI - 10.51594/ijmer.v3i10.263
Subject(s) - consumption (sociology) , exploratory research , context (archaeology) , qualitative research , alcohol consumption , class (philosophy) , social psychology , social class , psychology , sociology , alcohol , political science , social science , geography , computer science , artificial intelligence , law , biochemistry , chemistry , archaeology
The relationships between alcohol consumption and conflicts has been explored in several contexts. Little research has been conducted on the subject in Burkina Faso. The purpose of this research is to deeply investigate the relationship between social class and alcohol consumption on one hand, and alcohol consumption and household conflicts on the other in Burkina Faso where alcohol consumption is on the increase. This exploratory research is focused on the constructivist epistemological posture. A qualitative method research design is used to collect data from both primary and secondary sources for analysis. Semi-structured interview guide was used for data collection. The results show that social class moderates the relationship between alcohol consumption and conflicts, and a high relationship between alcohol consumption and household conflicts. The findings imply that there should be a rigorous segmentation and religious hyper-personalisation of the alcohol beverage market in order to meet the local Christian consumers’ core needs and real expectations. To the best of authors’ knowledge, this is an exploratory research in the West African Christianity context that shows the relationship between different social classes and alcohol consumption and conflicts. Keywords: Social class, Alcohol Consumption, Household Conflicts, Ouagadougou