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.
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.
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.
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.
This work has been developed in the framework of the European Project COBEREN (COnsumer BEhaviouR Erasmus Network) [156089-LLP-1-2009-1-ESERASMUS-ENWA1. The authors acknowledge the support received for sample collection. COBEREN had no role in the analysis or interpretation of the data, writing the manuscript or the decision to submit the paper for publication.
Hernandez, A., Vila, N., Kuster, I. and Rodriguez, C. (2019), "Clustering Spanish alcoholic beverage shoppers to focus marketing strategies", International Journal of Wine Business Research, Vol. 31 No. 3, pp. 362-384. https://doi.org/10.1108/IJWBR-03-2018-0010Download as .RIS
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