Consumer behaviour
Süžeeskeem Tekst
- The History of alcohol
- Why alcohol become so popular in society
- Introduction of pandemic changes the way customers drink alcohol
- BREAKINGNEWS!COVID-19
- Boyle et al., (2013), The earliest alcoholic drink may have been made from berries or honey but no one know exactly when the first time humans made alcohol. However, the discovery of lateStone Age beer containers dating back to 8000 BCE demonstrates that humans have been fermenting alcoholic drinks for at least 10,000 years (Boyle et al., 2013)
- Consumers motivation towards alcohol consumption during pandemic
- At first, the alcohol are used for the medical purpose (Phillips, 2020). European brought gin and spirits and trade it with ensleved people, land and goods (Phillips, 2020). The sailors brings alcohol from Europe to East Asia for trading and exploration. Furthermore, it became a good form of money ( Philips, 2020). As time went on, people mostly drink alcohol to be social able, to relax, the way alcohol tasted or makes them feels ( Science animated, 2020)
- How entertainnment and socialization changed during pandemic influence alcohol consumption
- As the UK and most other countries went into lockdown, the need to save lives from covid-19 rightly took priority over longer term health concerns. Many people reacted to the closure of pubs and restaurants by stocking up to drink at home in isolation, and alcohol, along with household items and store cupboard food, disappeared from supermarket shelves (Finlay & Gilmore, 2020)
- Comparison of subculture and cross-culture consumption on alcohol during pandemic.
- McPhee et al., (2020) Several motivation to drink alcohol during pandemic came from depression severity, coping motives, and some indices of alcohol consumption) environmental reward and other drinking motives (social, enhancement, and conformity) Functional theory of attitudes from Daniel katz ( Salomon, 2019)Factor affecting a customers choice ( Salomon, 2019)
- The restriction of direct socializing during pandemic makes people to stay at home during lockdown. This leads changed customers to find alternatives for entertainment. The content of video-on-demand (VOD) services such as Netflix and Amazon Prime Instant Video, which are becoming increasingly popular ( Alfayad et al., 2021) VOD films are a potential source of exposure to tobacco, alcohol and HFSS content, which likely leads to increased use and uptake among adolescents (Alfayad et al., 2021)The Elaboration Likehood Model of persuasion (Petty & Cacioppo (1986); Salomon (2014))
- This research will show the comparison on alcohol consumption during pandemic in UNI europa and Asia. Since Every country have different belief, values and social norm. This, become the influence on customers decisions on drinking alcohol during pandemic. The theoretical model of cultures influence on behaviours based on Schiffman & Kanuk (2007) frameworks.
- UNI Europa
- Asia
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