Contextual evaluation of canned lagers using repertory grid method

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Abstract
Summary: The contexts in which 20 consumers typically consumed a range of 17 canned lagers were investigated using the repertory grid method, and three principal axes were found to describe the perceptual dimensions common to most people. Super‐strength and premium canned lagers were considered more self‐indulgent, whilst ordinary lagers were considered more appropriate for refreshment. Premium canned lagers were considered appropriate for drinking away from the home, whilst super‐strength canned lagers are more typically drunk at home. The investigation demonstrates the use of this method to identify contrasting contexts of use in a narrow range of highly branded products, and provides information which has implications for advertising and marketing.