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Segmenting Excessive Alcohol Consumers: Implications for Social Marketing

Author

Listed:
  • Sunil Sahadev
  • Neeru Malhotra
  • Avinandan (Avi) Mukherjee

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 for future research, public policy and social marketing.

Suggested Citation

  • Sunil Sahadev & Neeru Malhotra & Avinandan (Avi) Mukherjee, 2020. "Segmenting Excessive Alcohol Consumers: Implications for Social Marketing," IIM Kozhikode Society & Management Review, , vol. 9(2), pages 213-225, July.
    • Handle: RePEc:sae:iimkoz:v:9:y:2020:i:2:p:213-225
    DOI: 10.1177/2277975220913366
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    References listed on IDEAS

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    Cited by:

    1. Onur Akdaş & Magdalena Cismaru, 2022. "Promoting mental health during the COVID-19 pandemic: the transtheoretical model of change and social marketing approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 447-474, September.
    2. Aravind Reghunathan, 2021. "Branding of Government Services: Benefits and Challenges," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 232-235, July.

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