THE IMPACT OF THE SIGN VALUE ON BEER CONSUMPTION IN THE UK
Introduction
It has been realized that beer as a product has proved to be appealing to a wide range of people. It is also notable that since the 1990s, a number of brands have been introduced into the Thai market to be able to meet and cater to the desire of every class of society. This has led to an increase of beer consumption tremendously. The hypothesis of this paper shows that one of the major reasons for the increase in beer consumption in Thailand and the UK is because of the creation and acceptance of the sign value behind the brands. This paper has made use advertisements by the beer companies to be able to comprehend the message that the brands try to create to the public. A questionnaire has been dispatched to 120 people to interview them about the reasons that make them consume certain beer brands and establish the essence of the sign value to them.
Objectives
The main objectives of this paper are study and analyze the sign value of beer and how this has impacted on the beer consumption in the UK. The hypothesis is thus sign value plays an integral role in the consumption of beer daily. The sign value framework in this paper is proposed by the French academician Jean Baudrillard who argues that the essence of people to consume certain types of goods is to differentiate them from the rest of the people. To enable the investigation of sign value, the study will dwell mainly on two beer brands: Singha and Chang. Here, investigations will be made on the construction of the sign value behind each brand. The second reason for this study will dwell on factors and the general reasons that lead to beer consumption in UK.
Theoretical framework and concept map
The French academician Jean Baudrillard who argues that the essence of people to consume certain types of goods is to differentiate them from the rest of the people proposes the sign value framework in this paper. Theory that will guide us through, here we discuss will be the Baudrillard theory, which explores the impact of sign value on the beer consumption. Baudrillard argues that some people will consume certain brands not because they are cheap but because of the sign value associated with the brand therefore; these becomes one of the reasons why different beer manufacturers have different promotional strategies that mainly target the sign value. In this study we have noted that sign value has greater impact on the beer consumption. The theory therefore shows as the most important aspect or factors that influence consumers to buy a given product as illustrated in the concept map below.
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