Exploring the links between brand choice and consumption situations in a (semi) dark market: A study of premium beer brands in Russia

This paper contains a study where beer consumption situations in Russia are explored, and their relevance for four different premium beer brands is tested. Past research only indirectly examined the effects of consumption situations by identifying products that vary in the conspicuousness of their consumption. This study focuses on the role of consumption situations directly. The approach in this study not only confirmed the importance of consumption situations, but also resulted in actionable steps for the four brands tested in the study. Per brand is described what consumption situations are important to its target group, what the consumers’ needs are in these situations and how the brand can emotionally connect with its consumer using a promotional package uniquely developed for a consumption situation.