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Hard Seltzers In Europe: A Sparkling Opportunity? An Analysis Of The Market Potential For Hard Seltzers In Europe, Amanda R. Harper
Hard Seltzers In Europe: A Sparkling Opportunity? An Analysis Of The Market Potential For Hard Seltzers In Europe, Amanda R. Harper
Senior Theses
This thesis seeks to uncover the potential for the hard seltzer category in the European alcohol market. First, through secondary research, it establishes the conditions of entering the European alcohol market by looking at the challenges of entering markets abroad, the challenges of entering the European market, and the history and current state of alcohol in Europe. Second, this thesis will analyze the history and characteristics of the hard seltzer category. This will include profiles of seven key brands: White Claw, Truly, Bud Light Seltzer, Vizzy, Topo Chico, Mike’s Hard Seltzer, and Pure Piraña. Next, this thesis will analyze primary …
Differences In Consumers’ Green Consumption Mindsets And Behavior Across South Africa, South Korea And The United States Based Upon Measures Of Hofstede’S Cultural Dimensions Theory, Sam Fullerton, Estelle Van Tonder, Jungki Lee
Differences In Consumers’ Green Consumption Mindsets And Behavior Across South Africa, South Korea And The United States Based Upon Measures Of Hofstede’S Cultural Dimensions Theory, Sam Fullerton, Estelle Van Tonder, Jungki Lee
Association of Marketing Theory and Practice Proceedings 2023
Samples of 513 South African consumers, 292 South Korean consumers, and 938 consumers in the United States were drawn using identical, but appropriately translated, questionnaires. The data collection instrument addressed a number of psychographic considerations germane to consumption – and anti-consumption – decisions. Using the index scores from Hofstede’s Theory of Cultural Dimensions as bases for differentiating among the three countries, meaningful differences related to issues germane to sustainability were identified. The three cultural dimensions used for comparative purposes were individualism (versus collectivism), indulgence (versus restraint) and long-term (versus short-term) orientation. Differences were documented for all eight of the sustainability-related …