Spirits consumption in Germany among young consumers-an analysis of consumption patterns and consumers behaviors for different buying occasions

• Autor(a) principal: Merk, Steffen Niklas
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/19423
• topic: Consumer behavior; Young consumer; Spirits consumption; Tequila category; Cluster analysis; Linear regression; Ciências Sociais : Economia e Gestão

The purpose of this study is to analyze consumption patterns and consumer behaviors in different buying situations within the spirits market in Germany. We also look into the propensity for consumption of specific groups of spirits and more specifically tequila. We are specifically interested in the consumption of young consumer. First we identify behavioral patterns and purchasing motivations within the consumption of young consumer of spirits in general, as well as for the tequila category in particular. We found, for example, that the consumers rate the importance of quality and price for alcoholic beverages differently depending on different occasions. For the occasion warm-up or nightclub, consumers rate price as being more important than quality and for the occasion bar or cozy evening, the contrary. Then we analyze if consumers can be clustered into groups that exhibit correlations between different buying situations and their specific consumer profiles. The cluster analysis showed that respondents can be grouped into four individual similar profiles. These four groups result in four different profiles that show different characteristics in rating quality and price in different buying situations. The four existing profiles are defined as Deal Seeking, Price Preference, Hangover Avoiding and Quality Seeking. By adding further external variables such as gender, profession and age, the groups were further distinguished. Finally, we investigate if there are specific consumer groups that respond more likely to the consumption of tequila. We applied a binary logistic regression to identify characteristics, or rather groups of respondents that were more likely to respond to the consumption of tequila. Three cases could be identified with statistical significance: The probability that men consume tequila is higher than the probability that women consume tequila; there is a high probability that respondents who consider price more important than quality, consume tequila on the occasion of a private party; there is a high probability that respondents who consider price more important than quality, consume tequila on the occasion of a club.