TY  - JOUR
AB  - 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.
VL  - 31
IS  - 3
SN  - 1751-1062
DO  - 10.1108/IJWBR-03-2018-0010
UR  - https://doi.org/10.1108/IJWBR-03-2018-0010
AU  - Hernandez Asuncion
AU  - Vila Natalia
AU  - Kuster Ines
AU  - Rodriguez Carmen
PY  - 2019
Y1  - 2019/01/01
TI  - Clustering Spanish alcoholic beverage shoppers to focus marketing strategies
T2  - International Journal of Wine Business Research
PB  - Emerald Publishing Limited
SP  - 362
EP  - 384
Y2  - 2024/05/13
ER  -