Abstract:

Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements. This holds true even for the complex and traditional categories of food and beverages, not to mention many other categories of products and services. Thus, eliciting these patterns will help to understand why certain food and beverage products and brands typically appear in certain eating and drinking situations, and how marketing and advertising can strategically address these situations and their Verfassungen.