Female students' drinking seen through collages and diaries

Dariusz Siemieniako; Krzysztof Kubacki

doi:10.1108/13522751311326116

Female students' drinking seen through collages and diaries

Dariusz Siemieniako^*, Krzysztof Kubacki

^*Corresponding author for this work

Plymouth Business School

Research output: Contribution to journal › Article › peer-review

Abstract

PurposeThe purpose of this paper is to investigate young female consumers' motivations and perceptions of their alcohol consumption in the context of the changing drinking culture among women.Design/methodology/approachAll the data were collected on a university campus in Poland. The research was conducted in two phases, using two research methods: consumer diaries and consumer collages. In Phase 1, purposive sampling was used to establish a group of five female students, all aged 22, who were asked to keep individual written diaries. In Phase 2, consumer collages were prepared and interpreted by four groups consisting of 24 female students.FindingsBoth sets of data were thematically analysed, and the emerging themes were divided into two major issues: drinking motives and control and limits.Research limitations/implicationsThis research is limited by a small sample recruited from one university, and the indicative findings should be used in further research.Practical implicationsBetter understanding of female students' drinking culture will help to develop more targeted and effective policies and social marketing programmes to prevent further rise in alcohol consumption among female students.Originality/valueThis research contributes to the existing literature by deepening our understanding of the unique characteristics of female undergraduate students' drinking, and identifying the areas of convergence between male and female alcohol consumption. It also explores the motivations behind these convergence processes and highlights areas in which differences between genders are still strong.

Original language	English
Pages (from-to)	296-314
Number of pages	0
Journal	Qualitative Market Research: An International Journal
Volume	16
Issue number	3
DOIs	https://doi.org/10.1108/13522751311326116
Publication status	Published - 7 Jun 2013

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10.1108/13522751311326116

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title = "Female students' drinking seen through collages and diaries",

abstract = "PurposeThe purpose of this paper is to investigate young female consumers' motivations and perceptions of their alcohol consumption in the context of the changing drinking culture among women.Design/methodology/approachAll the data were collected on a university campus in Poland. The research was conducted in two phases, using two research methods: consumer diaries and consumer collages. In Phase 1, purposive sampling was used to establish a group of five female students, all aged 22, who were asked to keep individual written diaries. In Phase 2, consumer collages were prepared and interpreted by four groups consisting of 24 female students.FindingsBoth sets of data were thematically analysed, and the emerging themes were divided into two major issues: drinking motives and control and limits.Research limitations/implicationsThis research is limited by a small sample recruited from one university, and the indicative findings should be used in further research.Practical implicationsBetter understanding of female students' drinking culture will help to develop more targeted and effective policies and social marketing programmes to prevent further rise in alcohol consumption among female students.Originality/valueThis research contributes to the existing literature by deepening our understanding of the unique characteristics of female undergraduate students' drinking, and identifying the areas of convergence between male and female alcohol consumption. It also explores the motivations behind these convergence processes and highlights areas in which differences between genders are still strong.",

author = "Dariusz Siemieniako and Krzysztof Kubacki",

year = "2013",

month = jun,

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doi = "10.1108/13522751311326116",

language = "English",

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pages = "296--314",

journal = "Qualitative Market Research: An International Journal",

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AU - Siemieniako, Dariusz

AU - Kubacki, Krzysztof

PY - 2013/6/7

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N2 - PurposeThe purpose of this paper is to investigate young female consumers' motivations and perceptions of their alcohol consumption in the context of the changing drinking culture among women.Design/methodology/approachAll the data were collected on a university campus in Poland. The research was conducted in two phases, using two research methods: consumer diaries and consumer collages. In Phase 1, purposive sampling was used to establish a group of five female students, all aged 22, who were asked to keep individual written diaries. In Phase 2, consumer collages were prepared and interpreted by four groups consisting of 24 female students.FindingsBoth sets of data were thematically analysed, and the emerging themes were divided into two major issues: drinking motives and control and limits.Research limitations/implicationsThis research is limited by a small sample recruited from one university, and the indicative findings should be used in further research.Practical implicationsBetter understanding of female students' drinking culture will help to develop more targeted and effective policies and social marketing programmes to prevent further rise in alcohol consumption among female students.Originality/valueThis research contributes to the existing literature by deepening our understanding of the unique characteristics of female undergraduate students' drinking, and identifying the areas of convergence between male and female alcohol consumption. It also explores the motivations behind these convergence processes and highlights areas in which differences between genders are still strong.

AB - PurposeThe purpose of this paper is to investigate young female consumers' motivations and perceptions of their alcohol consumption in the context of the changing drinking culture among women.Design/methodology/approachAll the data were collected on a university campus in Poland. The research was conducted in two phases, using two research methods: consumer diaries and consumer collages. In Phase 1, purposive sampling was used to establish a group of five female students, all aged 22, who were asked to keep individual written diaries. In Phase 2, consumer collages were prepared and interpreted by four groups consisting of 24 female students.FindingsBoth sets of data were thematically analysed, and the emerging themes were divided into two major issues: drinking motives and control and limits.Research limitations/implicationsThis research is limited by a small sample recruited from one university, and the indicative findings should be used in further research.Practical implicationsBetter understanding of female students' drinking culture will help to develop more targeted and effective policies and social marketing programmes to prevent further rise in alcohol consumption among female students.Originality/valueThis research contributes to the existing literature by deepening our understanding of the unique characteristics of female undergraduate students' drinking, and identifying the areas of convergence between male and female alcohol consumption. It also explores the motivations behind these convergence processes and highlights areas in which differences between genders are still strong.

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DO - 10.1108/13522751311326116

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JO - Qualitative Market Research: An International Journal

JF - Qualitative Market Research: An International Journal

IS - 3

ER -

Female students' drinking seen through collages and diaries

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