|
Abstract:
The interest of researchers on alcohol consumption and conflicts is explained by the fact that people consume alcohol, and this consumption behavior leads to conflicts (Nasse, Ouedraogo and Diop, 2016). Most of the studies on the topic are done in other contexts. Little research on the subject has been conducted in Africa and particularly in Burkina Faso. Therefore, this study aims to explore the concepts of alcohol consumption and conflicts in Burkina Faso to consider the role of culture in management and marketing products. Burkina Faso is a country where religious beliefs plays a significant role while some believers contribute to increase the consumption of alcohol, and ignorance in the sector of marketing seems to reduce the production and the consumption of non-alcoholic drinks. The research is a qualitative one. Thus, qualitative data collection is performed with a voice recorder by the means of some semi-structured interviews. Then, the qualitative data is transcribed by hand. The qualitative data is performed using the qualitative version of sphinx IQ software. The results show that alcohol consumption generates conflicts and that conflicts also affect consumer alcohol consumption.
|
