Clustering Spanish alcoholic beverage shoppers to focus marketing strategies

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.

Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products

“…Prior research on brand love and purchase loyalty has enhanced knowledge of both hedonic and functional products in individual countries (Carroll and Ahuvia, 2006; Bruwer and Alant, 2009). Similarly, previous research on wine marketing and branding across cultures and markets advanced theory and practice (Johnson and Bruwer, 2007; Cohen et al , 2009; Mueller et al , 2011; Drennan, et al , 2015; Velikova et al , 2015; Hernández et al , 2019). To the authors’ knowledge, however, this study is one of few comparing hedonic product consumption in an economically developed and emerging country with differing cultural consumer-relationships for a spirit (tequila).…”

“…Considering the purchase of hedonic products such as wine or cognac, the research found that brand was the most important factor influencing consumers’ choice (Lockshin et al , 2009; Drennan et al , 2015). While the study of wine branding and marketing has matured significantly (Ellis and Caruana, 2018), there is a paucity of research examining consumer-brand relationships across multiple nations in other alcohol products, such as tequila [1] (Hernández et al , 2019; Wei et al , 2019). Furthermore, tequila is an appropriate product to study as its recent sales growth has outpaced that of other spirits categories (Monllos, 2016).…”

Biodegradable Antimicrobial Food Packaging: Trends and Perspectives

“…The packaging is one of the most powerful tools in food industry as it acts also as a communication and branding medium beside its traditional role. As a marketing tool the packaging can promote a healthier lifestyle and change by itself the consumer habits [ 7 , 8 , 9 , 10 , 11 , 12 ].…”