SOCIAL CLASS, CONSUMPTION AND CONFLICTS: A QUALITATIVE RESEARCH ON CONSUMERS IN A WEST AFRICAN CHRISTIAN CONTEXT
The relationships between alcohol consumption and conflicts has been explored in several contexts. Little research has been conducted on the subject in Burkina Faso. The purpose of this research is to deeply investigate the relationship between social class and alcohol consumption on one hand, and alcohol consumption and household conflicts on the other in Burkina Faso where alcohol consumption is on the increase. This exploratory research is focused on the constructivist epistemological posture. A qualitative method research design is used to collect data from both primary and secondary sources for analysis. Semi-structured interview guide was used for data collection. The results show that social class moderates the relationship between alcohol consumption and conflicts, and a high relationship between alcohol consumption and household conflicts. The findings imply that there should be a rigorous segmentation and religious hyper-personalisation of the alcohol beverage market in order to meet the local Christian consumers’ core needs and real expectations.
To the best of authors’ knowledge, this is an exploratory research in the West African Christianity context that shows the relationship between different social classes and alcohol consumption and conflicts.
Keywords: Social class, Alcohol Consumption, Household Conflicts, Ouagadougou
Copyright (c) 2021 Dr. Théophile Bindeouè Nassè, Dr. Nicholas Fielmua, Dr. Halidu Musah, Nicolas Carbonell, Dr. Samuel Marfo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.Fair East Publishing has chosen to apply for the Creative Common Attribution Noncommercial 4.0 Licence (CC BY) license on our published work. Authors who wish to publish their manuscript in our journal agree on the following terms:
1. Authors retain the copyright and grant us (Fair East Publishing and its subsidiary journals) the right for first publication with the work licensed under a Creative Commons Attribution (CC BY) License which permits others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal. Under this license, author retains the ownership of the copyright of their content, but anyone is allowed to download, reuse, reprint, modify, distribute, and/or copy the contents as long as the original authors and source are cited. No permission is required from the publishers or authors.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (for example, publishing it as a book or submitting it to an institutional repository), with an acknowledgment of its initial publication in Fair East Publishing owned journals.
3. We encourage our authors/contributors to post their work online (such as posting it on their website or some institutional repositories) prior to and during the submission process since it produces scholarly exchange and greater and earlier citation of published work.