Clustering Spanish alcoholic beverage shoppers to focus marketing strategies

Asuncion Hernandez (Department of Marketing, Facultad de Economia, University of Valencia, Valencia, Spain)
Natalia Vila (Facultad de Economia, University of Valencia, Valencia, Spain)
Ines Kuster (Facultad de Economia, University of Valencia, Valencia, Spain)
Carmen Rodriguez (University of Leon, Leon, Spain)

International Journal of Wine Business Research

ISSN: 1751-1062

Publication date: 14 June 2019

Abstract

Purpose

The purpose of this study is twofold: to analyse the influence of both individual and environmental factors in order to explain alcoholic spending and to identify different groups of alcoholic beverage shoppers.

Design/methodology/approach

For the research, an online questionnaire was distributed among 1,023 Spanish participants of age more than 18 years. Multivariance techniques were used for analysis, and the results show significant influence of specific motivational domains, brand awareness, perceived culture, socio-demographic variables and purchasing environment. With these results, a cluster analysis was carried out identifying seven groups of alcoholic beverage shoppers.

Findings

This research confirmed the influence of both individual and environmental factors, and the authors have identified seven different groups of alcoholic beverage shoppers: prosperous, social, non-conformist, postmodern, communities, controllers and planners. This led to the consideration of various management implications, which would boost the success of the beverage industry.

Originality/value

The originality of this research focuses on identifying different cluster of shoppers who purchase alcoholic beverages and on revealing the characteristics of each identified cluster. Based on the exact profile proposed, the alcoholic beverage industry should design more appropriate marketing strategies to achieve competitive advantage and to reinforce purchasing because in today’s markets, there are fewer and fewer situations where a mass marketing approach is feasible.

Keywords

Citation

Asuncion Hernandez, Natalia Vila, Ines Kuster and Carmen Rodriguez (2019) "Clustering Spanish alcoholic beverage shoppers to focus marketing strategies", International Journal of Wine Business Research, Vol. ahead-of-print No. ahead-of-print

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DOI

: https://doi.org/10.1108/IJWBR-03-2018-0010

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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