Managing and balancing individual's alcohol consumption in the short and long run - narratives from students' lived experiences

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.authorNäsi, Nina
dc.contributor.departmentDepartment of Marketingen
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2013-12-02T09:16:13Z
dc.date.available2013-12-02T09:16:13Z
dc.date.dateaccepted2013-08-20
dc.date.issued2013
dc.description.abstractOBJECTIVES: The main objective of the study is to illustrate how consumers manage and balance their alcohol consumption in the short and long run and what kind of strategies they employ to do so. The context of this research is particularly university students' alcohol consumption. The aim is to portray how consumers (students) perceive their drinking also in the long run and how drinking is structured: what are the forces fueling but then again obstructing drinking. This research also explores how drinking contributes to students' identity. The study falls into the consumer culture theory (CCT) research. METHODOLOGY: The research is interpretative and qualitative in nature. Six Finnish university students or recently graduated were interviewed and the interview transcriptions formed the empirical data of the study. Interviews, analysis and interpretation followed the existential-phenomenological research approach and method. KEY FINDINGS: The key findings of the study include discovering and describing the strategies consumers employ to manage their drinking and keep control during a specific drinking occasion and also how these individual events contribute to the management of drinking in the long run. Drinking is also noted to be a highly social phenomenon whose effects also extend beyond the frames of just a certain occasion.en
dc.ethesisid13332
dc.format.extent86
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/11699
dc.identifier.urnURN:NBN:fi:aalto-201312038014
dc.language.isoenen
dc.locationP1 I
dc.programme.majorMarketingen
dc.programme.majorMarkkinointifi
dc.subject.heleconmarkkinointi
dc.subject.heleconmarketing
dc.subject.heleconkuluttajakäyttäytyminen
dc.subject.heleconconsumer behaviour
dc.subject.heleconelämäntapa
dc.subject.heleconway of life
dc.subject.heleconalkoholi
dc.subject.heleconalcohol
dc.subject.helecontarina
dc.subject.heleconnarrative
dc.subject.heleconopiskelijat
dc.subject.heleconstudents
dc.subject.keywordconsumer culture
dc.subject.keywordkulutuskulttuuri
dc.subject.keywordalcohol consumption
dc.subject.keywordalkoholinkäyttö
dc.subject.keyworddrinking
dc.subject.keywordjuominen
dc.subject.keywordnarratives
dc.subject.keywordtarinankerronta
dc.subject.keywordconsumer research
dc.subject.keywordkuluttajatutkimus
dc.subject.keywordexistential-phenomenology
dc.subject.keywordeksistentiaalis-fenomenologia
dc.titleManaging and balancing individual's alcohol consumption in the short and long run - narratives from students' lived experiencesen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes13332
local.aalto.openaccessyes
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