Breathing Life into Research Data

Shirley Acreman and Louise Bahns

This article focuses on a segment of the alcoholic drinks market known as 'emergent drinkers' - 18-25 year olds - and aims to provide a model to gain an insght into the factors that influence their brand adoption.

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...

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