Wine-related lifestyle segmentation in the context of urban Indian consumers

Purpose The purpose of this study is to understand consumers in the emerging wine market of India to ensure the best services. To this end, factors were identified to describe Indian wine consumer behavior and further segments for consumers were created based on the factors identified. Design/methodology/approach The research design is descriptive in nature and based on primary data. Data was collected by a structured questionnaire from 232 respondents in five major cities of India (Mumbai, Delhi NCR, Bangalore, Pune and Hyderabad). The scale was mainly adopted from wine-related lifestyle approaches. Findings The principal component factor analysis resulted in six factors, namely, drinking ritual, consumption reason (social), consumption reason (mood, enjoyment and relaxation), consumption practice, consumption planning and quality. Cluster analysis resulted in a three-cluster solution. These clusters were named as cautious social drinker, loner regular drinker and highly engaged drinker based on the attributes possessed. Originality/value The segmentation of urban Indian wine consumers will be helpful for marketers to identity and describe the differences in attributes and behaviors, to create customized promotions to match the needs.

INVOLVEMENT OF ADOLESCENTS FROM NORTHERN PORTUGAL WITH ALCOHOL

ABSTRACT Objective: to analyze the relationship between sociodemographic variables and involvement of adolescents with alcohol. Method: a cross-sectional descriptive and correlational study, with a quantitative approach, was conducted with a sample of 378 students who attended regular high school in the city of Chaves, in Northern Portugal. A questionnaire that included the Adolescent Alcohol Involvement Scale was used as data collection instrument. Results: most students were female (60.8%), aged between 17 and 18 years (53.2%), and fit in the category "Regular drinker without problems" (79.9%). Male adolescents were more commonly involved with alcohol (p=0.010). Conclusion: involvement with alcohol seems to be in an intermediate level, associated with gender, age group, level of schooling, and religious practice. These results justify the development of community interventions, with the aim of preventing alcohol consumption.