SOCIAL CLASS, CONSUMPTION AND CONFLICTS: A QUALITATIVE RESEARCH ON CONSUMERS IN A WEST AFRICAN CHRISTIAN CONTEXT

Abstract

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