International Journal of Research in Marketing Management and Sales
2020, Vol. 2, Issue 2, Part A
Do situational factors impact alcoholic beverage choice
Dr. Russell J Zwanka
Alcohol consumption, primarily spirits, wine, hard seltzers and beer, is consumed for multiple reasons, including enjoyment, refreshment, socialization, and relaxation. This study was developed to understand the various activities’ impact on the type or choice of alcohol being consumed. This study was conducted to reveal that situations and social settings affect what people choose to consume, and was an attempt to understand influential factors in consumer alcohol decisions. This observational research, conducted through a consumer survey, showed strong correlational relationships between social situations and types of alcohol. This study helps speculate different circumstances and the strong correlation between variables and beverage, and can help marketers in focusing their message around occasions in order to further drive sales of their type of alcoholic beverage.