Grounded theory is a systematic qualitative research methodology developed by Glaser and Strauss that generates theory from data collected in the field, rather than starting with a hypothesis to confirm or reject. In qualitative research practice, grounded theory involves iterative cycles of data collection, open coding, axial coding, and constant comparison until theoretical saturation is reached. It is particularly valuable for exploring consumer behavior, brand perception, and decision-making processes where existing frameworks may not fully explain what is happening. Because grounded theory follows the data rather than leading it, findings tend to reflect genuine participant experience with high fidelity to real-world context.