Application and procedure of grounded theory: gaining insight into brand choices
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(Published version)
Date
2010
Authors
Villani, C.
Kapulski, N.
Bogomolova, S.
Editors
Ballantine, P.
Finsterwalder, J.
Finsterwalder, J.
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Conference paper
Citation
ANZMAC 2010, 2010 / Ballantine, P., Finsterwalder, J. (ed./s), pp.1-8
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Australian and New Zealand Marketing Academy Conference (29 Nov 2010 - 1 Dec 2010 : Christchurch, New Zealand)
Abstract
Using a Grounded Theory approach, this article demonstrates step-by-step how marketing academics can gain fresh insights into consumer behaviour. By using this methodology, researchers analysed 42 in-depth interviews in six product categories - cars, financial services, toothpastes, breakfast cereals, mobile phone providers and TV sets. This approach allowed the development of new knowledge about the relationships between consumer life stages and the brand choices consumers make throughout their lives. The researchers identified distinct stages in consumers' lives when they re-evaluate previous choices, particularly those not made by them. Understanding when those re-evaluations occur, and what drives new decisions, gives marketers opportunities to acquire new, or re-capture 'lost' customers.
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Copyright 2010 ANZMAC