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Profiling Consumers Based on Their Beverage Consumption Patterns. A Cross-Cultural Study by Cohorts

Johan van Berkel (Lid Lectoraat); Ana Pertejo; Martin de Boer (Lid Lectoraat); Alexandra Kenyon

The purpose of the research we undertook for this Conference Paper was to investigate whether marketing campaigns for specific types of drinks could be directed towards age cohorts rather than towards intercultural differences between countries. We developed consumer profiles based on drinking motives …

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Profiling Consumers Based on Their Beverage Consumption Patterns. A Cross-Cultural Study by Cohorts

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