Breathing Life into Research Data

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...