Research and managerial implications

Hans Rüdiger Kaufmann, Yianna Orphanidou, Francesco Casarin, Umberto Rosin

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


    The chapter summarizes the project's contribution to knowledge in the field of consumer behaviour and consumer culture, the applied, partially innovative, research methodology, and the major research implications. Furthermore, the key research findings are portrayed with respect to European consumers' preference and motives for different beverage categories, the drivers and places for alcoholic consumption, further aspects of general buying behaviour, and the influence of branding and identity on alcoholic consumption. Concluding from the research findings, it provides practical managerial implications with respect to decisions on market intelligence, segmentation, positioning, and marketing communication with a special emphasis on the influence of health and to what extent these decisions can be standardized or should be culturally adapted. Moreover, innovative market clusters are described based on a variety of criteria to support managers' decisions on market selection and market entry. The chapter finishes with a final note.

    Original languageEnglish
    Title of host publicationConsumption Culture in Europe
    Subtitle of host publicationInsight into the Beverage Industry
    PublisherIGI Global
    Number of pages15
    ISBN (Print)9781466628571
    Publication statusPublished - 2013


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