To read the full version of this content please select one of the options below:

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

Article publication date: 19 June 2019

Issue publication date: 19 August 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

Acknowledgements

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.

Citation

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-03-2018-0010

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited