Guinness and Me
What is the nature of the brand-consumer relationship between Guinness and its customers and what role does consumer identity play in this relationship
Robert McGovern
C05576342 Marketing DT341, 4th Year; Group A2 -------------------------------------------------------------------------------------------------Aidan Kelly – Consumer Research Continuous Assessment Thursday 12th March 2009
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Table of Contents
1. Introduction 2. Literature Review Brand-Consumer Relationships Consumption and Self-identity 3. Methodology 4. Data Analysis – Findings 5. Conclusions 6. Recommendations 7. Bibliography 8. Appendices Appendix 1; Focus Group Appendix 2; Interview – Brendan Curtin Appendix 3; Interview – Brian Leahy Appendix 4; Interview – Joe Fitzgerald Appendix 5; Focus Group Theme Sheet Appendix 6; Interview Question Sheet Appendix 7; Guinness Advertisement Images p20 p48 p61 p69 p77 p82 p84 p4 p6 p8 p10 p17 p18 p19 p3
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Introduction
The purpose of this study is to explore the nature of the brand-consumer relationship between Guinness and its customers and the role that consumer identity plays in this relationship. We wanted to find out how Guinness drinkers see their relationship with the Guinness brand and identify what impact Guinness drinker's consumption identity has in this relationship and what factors influence their sense of self. We also wanted to see how elements such as age, cultural identity and social interaction influenced the brand-consumer relationship. A subobjective was to see if there is any difference in the way that this relationship differs between younger and older Guinness drinkers. The two main theories that we have focused on in this study are brand-consumer relationships and consumption and self identity with other concepts including customer loyalty and iconic branding. The Guinness brand is held in very high regard all over the world, no more so than in Ireland. It is a product that is steeped in tradition and would be considered to be an iconic brand with a loyal customer base.

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