Carmen Rodríguez Santos

Consumption Culture in Europe: insight into the beverage industry

This book offers the most relevant theories about culture and European market segmentation as well as providing updated data for the evaluation and analyses of the European consumption patterns in the beverage market.

What are you?: pragmatic, self-confident, #hashtag or a vital senior? Using marketing to curb alcoholism and encourage healthy consumption!

ABSTRACT From a public administration approach, alcohol consumption is responsible for 3.8% of overall mortality. From a private approach, companies in the alcohol industry are faced with increasing competition, which forces them to focus their business more while promoting responsible consumption. In this scene, an empirical investigation was carried out to determine the individual and environmental factors with most impact on alcohol consumption in the Spanish market. 1031 valid responses were obtained. Using multivariate techniques, four different consumer groups of highly alcoholic vs. slightly alcoholic beverages were identified: Pragmatic group; Self-confident group; #hashtag group and Vital Seniors group. Based on the variables (individual and environmental) that significantly define each cluster, two groups of managerial implications were stated: (i) four to recommend private managers how to reach each cluster of alcohol consumers; (ii) three to recommend public authorities how to deal with the most problematic areas (curb alcoholism & encourage healthy consumption).

Temporary Involvement with Appellation of Origin

The aim of the current research is to analyse the effect that the individuals temporary involvement with the appellation of origin has on the process of the decision to purchase agro-food products. To examine this influence, we consider the cognitive, affective and behavioural responses that make up this process. Here, the analysis focuses on the product category of wine.