Breathing Life into Research Data
Shirley Acreman Allied Domecq Spirits & WinesLouise Bahns Pegram Walters International United Kingdom
INTRODUCTION
Markets are becoming ever more competitive, with new brands competing for consumers' share of mind and heart. Building a relationship with consumers is a challenge facing all organisations, but particularly so in the case of Emergent Drinkers, defined as consumers from legal drinking age up to 25 years. This paper provides a model designed not to to understand a current user group per se, but rather to gain insight into the factors influencing brand adoption as these...