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Spirits consumption in Germany among young consumers-an analysis of consumption patterns and consumers behaviors for different buying occasions
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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.
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Consumer behavior Young consumer Spirits consumption Tequila category Cluster analysis Linear regression