INFLUENTAL FACTORS ON BRAND CHOICE AND CONSUMPTION BEHAVIORS AN EXPLORATORY STUDY ON COLLEGE STUDENTS AND BEER
INFLUENTAL FACTORS ON BRAND CHOICE AND CONSUMPTION BEHAVIORS: AN
EXPLORATORY STUDY ON COLLEGE STUDENTS AND BEER
By
DAVE RITTER
A THESIS PRESENTED TO THE GRADUATE SCHOOL
OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULLFILLMENT
OF THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF ADVERTISING
UNIVERSITY OF FLORIDA
2008
1
© 2008 Dave Ritter
2
To my family, friends, educators, and colleagues, cheers! Without your love, support, and guidance none of this would be possible.
3
ACKNOWLEDGEMENTS
I would like to thank my entire family for supporting my education and research at the
University of Florida. I would like to thank Lakeland College, the University of Illinois, and the
University of Florida for providing me with the skills and education possible to complete this document. I also would like to express my gratitude to all of my committee members for their help, guidance, and comments throughout this process. In addition, I would like to give a special thank-you to my thesis chair, Hyojin Kim. Finally, I would like to thank God for giving me faith, ability, and opportunity to persevere.
4
TABLE OF CONTENTS page ACKNOWLEDGEMENTS.............................................................................................................4
LIST OF TABLES...........................................................................................................................7
LIST OF FIGURES .........................................................................................................................8
ABSTRACT.....................................................................................................................................9
CHAPTER
1
INTRODUCTION ..................................................................................................................10
2
LITERATURE REVIEW .......................................................................................................13
Brand
EXPLORATORY STUDY ON COLLEGE STUDENTS AND BEER
By
DAVE RITTER
A THESIS PRESENTED TO THE GRADUATE SCHOOL
OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULLFILLMENT
OF THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF ADVERTISING
UNIVERSITY OF FLORIDA
2008
1
© 2008 Dave Ritter
2
To my family, friends, educators, and colleagues, cheers! Without your love, support, and guidance none of this would be possible.
3
ACKNOWLEDGEMENTS
I would like to thank my entire family for supporting my education and research at the
University of Florida. I would like to thank Lakeland College, the University of Illinois, and the
University of Florida for providing me with the skills and education possible to complete this document. I also would like to express my gratitude to all of my committee members for their help, guidance, and comments throughout this process. In addition, I would like to give a special thank-you to my thesis chair, Hyojin Kim. Finally, I would like to thank God for giving me faith, ability, and opportunity to persevere.
4
TABLE OF CONTENTS page ACKNOWLEDGEMENTS.............................................................................................................4
LIST OF TABLES...........................................................................................................................7
LIST OF FIGURES .........................................................................................................................8
ABSTRACT.....................................................................................................................................9
CHAPTER
1
INTRODUCTION ..................................................................................................................10
2
LITERATURE REVIEW .......................................................................................................13
Brand