Segmenting excessive alcohol consumers : implications for social marketing

Sahadev, S; Malhotra, N; Mukherjee, A

Abstract

While extant studies have mainly investigated differences between drinkers and non-drinkers, the literature on segmenting heavy drinkers and profiling them is surprisingly scarce. This study makes a significant contribution to the social marketing literature by illustrating a novel way of targeting heavy drinkers by utilizing their health management styles and provides useful insights into understanding how segmentation could be a valuable tool for developing effective social marketing programmes that are aimed at reducing excessive alcohol consumption. Analysis of data collected through the HINTS study reveals a two-cluster segmentation model. The two segments of heavy drinkers distinctly differ in terms of the extent of reliance and trust they place on health service professionals. Hence, the segmentation analysis provides interesting and novel insights into the level of dependence of heavy drinkers on the health care system and their health management styles. The study provides an actionable perspective for future research, public policy and social marketing.

Citation

Sahadev, S., Malhotra, N., & Mukherjee, A. (2020). Segmenting excessive alcohol consumers : implications for social marketing. IIM Kozhikode Society & Management Review, 9(2), 213-225. https://doi.org/10.1177/2277975220913366

• Journal Article Type: Article
• Online Publication Date: Jun 3, 2020
• Publication Date: Jul 1, 2020
• Deposit Date: Jun 12, 2020
• Publicly Available Date: Jun 12, 2020
• Journal: IIM Kozhikode Society & Management Review
• Print ISSN: 2277-9752
• Electronic ISSN: 2321-029X
• Publisher: SAGE Publications
• Volume: 9
• Issue: 2
• Pages: 213-225
• DOI: https://doi.org/10.1177/2277975220913366
• Publisher URL: https://doi.org/10.1177/2277975220913366
• Related Public URLs: http://www.sagepub.com/journals/Journal202133
• Additional Information: Additional Information : ** From Crossref via Jisc Publications Router **Journal IDs: pissn 2277-9752; eissn 2321-029X **History: issued 03-06-2020; published_online 03-06-2020; Access Information : Users who receive access to an article through a repository are reminded that the article is protected by copyright and reuse is restricted to non-commercial and no derivative uses. Users may also download and save a local copy of an article accessed in an institutional repository for the user's personal reference.