Sahadev, Sunil ORCID: https://orcid.org/0000-0001-9648-8079, Malhotra, Neeru ORCID: https://orcid.org/0000-0002-1351-9202 and Mukherjee, Avinandan (Avi) (2020) Segmenting excessive alcohol consumers: implications for social marketing. IIM Kozhikode Society & Management Review, 9 (2). pp. 213-225. ISSN 2277-9752 (Print), 2321-029X (Online) (doi:10.1177/2277975220913366)

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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 fo

Item Type:	Article
Uncontrolled Keywords:	segmentation, excessive alcohol consumption, social marketing, health management style, cluster analysis
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing
Last Modified:	08 Jan 2025 17:03
URI:	http://gala.gre.ac.uk/id/eprint/49205

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