Segmenting excessive alcohol consumers : implications for social marketing

Sahadev, Sunil, Malhotra, Neeru and Mukherjee, Avinandan (2020) Segmenting excessive alcohol consumers : implications for social marketing. IIM Kozhikode Society and Management Review, 9(2), pp. 213-225. ISSN (print) 2277-9752


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 utilising 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 the 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.

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