The family grilling consumption experience in Mexico

Abstract

Purpose

The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico.

Design/methodology/approach

This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations during family grilling experiences.

Findings

Based on an examination of the phases, symbolic meanings, and ritual elements of grilling events in Mexico, the results of this study identify a third type of family food consumption ritual, the escape ritual, which has different characteristics than routine and festive family food consumption rituals.

Practical implications

The findings indicate the emergence of a more sophisticated family grilling experience that uses new accessories and products. Companies could align their marketing strategies for grilling products and segment their communication messages based on the roles of participants and the symbolic meanings identified in this study.

Originality/value

This research studies an experience in light of both ritual and escapism literature.

Citation

Morton, F., Treviño, T. and Quintanilla, C. (2020), "The family grilling consumption experience in Mexico", Journal of Consumer Marketing, Vol. 37 No. 5, pp. 559-567. https://doi.org/10.1108/JCM-04-2019-3160