Lojalność konsumentów alkoholu w kontekście pijackiego stylu spośycia w świetle badań metodą wywiadu biograficznego
Alcohol consumers’ loyalty in the binge drinking context in the light of biographical interview study

Summary/Abstract: In the paper it is presented the issue of alcohol loyalty of young consumers in the binge drinking context in social marketing perspective. The specificity of loyalty behaviors towards alcohol is presented basing on empirical study using biographical interview method with 10 interviewees. Majority of interviewee perceive the adequacy of using loyalty term in relation to alcohol. There are identified three areas of alcohol consumers’ loyalty: consumers’ loyalty as a result on alcohol characteristics, consumers’ loyalty towards alcohol brand and place of shopping and consumers’ loyalty in the social context – occasions, ritual, and prestige. Deeper understanding of issue of alcohol young consumers’ loyalty should enable more adequate social marketing interventions which goal is to limitation of scale of binge drinking.

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