A contextual evaluation of alcoholic beverages using the repertory grid method

  1. F. M. SCRIVEN1,
  2. N. GAINS1,2,
  3. S. R. GREEN1,2,
  4. D. M. H. THOMSON2,*

Article first published online: 28 JUN 2007

DOI: 10.1111/j.1365-2621.1989.tb00631.x

Issue

International Journal of Food Science & Technology

International Journal of Food Science & Technology

Volume 24, Issue 2, pages 173–182, April 1989

Additional Information

How to Cite

SCRIVEN, F. M., GAINS, N., GREEN, S. R. and THOMSON, D. M. H. (1989), A contextual evaluation of alcoholic beverages using the repertory grid method. International Journal of Food Science & Technology, 24: 173–182. doi: 10.1111/j.1365-2621.1989.tb00631.x

Author Information

  1. 1

    Authors' addresses: University of New South Wales, School of Food Technology, PO Box 1, Kensington, NSW 2033, Australia

  2. 2

    Department of Food Science and Technology, University of Reading, Whiteknights, PO Box 226, Reading, RG6 2AP, U.K.

* †Correspondent.

Publication History

  1. Issue published online: 28 JUN 2007
  2. Article first published online: 28 JUN 2007
  3. (Received 18 August, accepted 26 November 1988)

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Keywords:

  • Consumer-use;
  • contexts;
  • generalized Procrustes analysis;
  • marketing;
  • perceptual dimensions

Summary

Twenty subjects were used to investigate the contexts in which they typically consumed a range of alcoholic beverages. Contexts were elicited using the repertory grid method, and five principal components were found to describe the perceptual dimensions common to most people. The poles of these dimensions are summarily interpreted as: thirstquenching vs. not; formal meal vs. social drinking environment; before meals vs. after meals; in a pub vs. outside a pub; consumed neat vs. mixed. The ways in which this information can be used to develop marketing strategies and influence product development are discussed.

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