Analysing different consumption practices among different settings

The chapter's main aim is to provide evidence for the need to differentiate consumer behaviour exemplified by drinking patterns and the various factors influencing these patterns as to different European clusters. These clusters emerged from the empirical research stage of the COBEREN project. They are compared to currently well-known European cluster differentiations (i.e. geographic clusters, cultural clusters, or Established European Economic Settings vs. Transitional European Settings in Central and Eastern Europe). This research aims to investigate European consumer behaviour on drinking, hypothesizing that other than the traditional cultural and/or geographical clusters, differentiated explanatory factors emerge calling for more localized strategies of the beverage industry. A new contribution to knowledge relating to differentiated consumer behaviour patterns not existing so far could eventually be provided. This new knowledge contribution is reflected by a triangulation of qualitatively (picture selection analyzed by Sphinx software) and quantitatively derived explanatory factors of drinking behaviour (i.e. content analysis, correlation, and multiple regression analysis). Very interesting in this context is the discussion as to if the often currently cited differentiation of settings based on mainstream cultural and geographical categories correspond with the actual behavioural patterns, or if new insights could be won for a different, and eventually, more localized differentiation of European clusters. A variety of innovative cluster profiles and the explanatory factors on budget expenditure provided are regarded as very useful for informing managerial strategies (see also the chapter on managerial implications) regarding, for example, the often existing strategic dilemma as to standardization and/or adaptation.