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Situational factors in alcoholic beverage consumption: Examining the influence of the place of consumption

Cristina Calvo-Porral (Department of Marketing, University of La Coruña, La Coruña, Spain)
Jean-Pierre Levy-Mangin (Department of Marketing, University of Quebec, Gatineau, Canada)

British Food Journal

ISSN: 0007-070X

Article publication date: 1 August 2019

Issue publication date: 1 August 2019

Abstract

Purpose

Situational factors influence food and drink consumption, being how, when and where, not fully researched. In this context, the purpose of this paper is to address the influence of “where” in alcoholic beverage consumption. That is, the authors examine the influence of the place of consumption, comparing consumer behaviour at home and at hostelry outlets.

Design/methodology/approach

For this purpose, beer was selected as the alcoholic beverage category. Then, a conceptual model of consumer behaviour was proposed and empirically tested through multi-group structural equation modelling (SEM) on a sample of 525 beer consumers (home consumers=209 and hostelry consumers=316.

Findings

The findings show that the place of consumption influences alcoholic beverage consumer behaviour. While home consumers demand value for money, hostelry consumers seek for product perceived quality.

Practical implications

This research suggests the applicability of situational factors to the beverages market, providing a starting point for situational segmentation.

Originality/value

The authors’ major contribution is the empirical examination into how alcoholic beverage consumption behaviour is situational dependent.

Keywords

Citation

Calvo-Porral, C. and Levy-Mangin, J.-P. (2019), "Situational factors in alcoholic beverage consumption: Examining the influence of the place of consumption", British Food Journal, Vol. 121 No. 9, pp. 2086-2101. https://doi.org/10.1108/BFJ-01-2019-0002

Publisher

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Emerald Publishing Limited

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