title: Generation Y, wine and alcohol. A semantic differential approach to consumption analysis in Tuscany.
abstract: The aim of the study is the elicitation of the consumer's semantic perception of different alcoholic beverages in order to provide information for the definition of communication strategies for both the private sector (and specifically the wine industry) and the public decision maker. Such information can be seen as the basis of a wider social marketing construct aimed at the promotion of responsible drinking among young consumers. The semantic differential approach was used in this study. The data collection was based on a survey to 430 consumers between 18 and 35years old in Tuscany, Italy. The database was organized in a three-way structure, indexing the data in a multiway matrix. The data were processed using a Multiple Factor Analysis (MFA). Moreover, homogeneous clusters of consumers were identified using a Hierarchical Clustering on Principal Components (HCPC) approach. The results of the study highlight that beer and spirits are mainly perceived as "Young", "Social", "Euphoric", "Happy", "Appealing" and "Trendy" beverages, while wine is associated mostly with terms such as "Pleasure", "Quality" and "Comfortable". Furthermore, the cluster analysis allowed for the identification of three groups of individuals with different approaches to alcohol drinking. The results of the study supply a useful information framework for the elaboration of specific communication strategies that, based on the drinking habits of young consumers and their perception of different beverages, can use a language that is very close to the consumer typologies. Such information can be helpful for both private and public communication strategies.
authors.affiliation: GESAAF - University of Florence, Piazzale delle Cascine, 18, 50144 Florence, Italy. Electronic address: nicola.marinelli@unifi.it.
authors.forename: Nicola
authors.initials: N
authors.lastname: Marinelli
authors.affiliation: UniCeSV - University of Florence, Piazzale delle Cascine, 18, 50144 Florence, Italy. Electronic address: sara.fabbrizzi@unifi.it.
authors.forename: Sara
authors.initials: S
authors.lastname: Fabbrizzi
authors.affiliation: GESAAF - University of Florence, Piazzale delle Cascine, 18, 50144 Florence, Italy. Electronic address: veronica.alampi@unifi.it.
authors.forename: Veronica
authors.initials: V
authors.lastname: Alampi Sottini
authors.affiliation: GESAAF - University of Florence, Piazzale delle Cascine, 18, 50144 Florence, Italy. Electronic address: sandro.sacchelli@unifi.it.
authors.forename: Sandro
authors.initials: S
authors.lastname: Sacchelli
authors.affiliation: GESAAF - University of Florence, Piazzale delle Cascine, 18, 50144 Florence, Italy. Electronic address: iacopo.bernetti@unifi.it.
authors.forename: Iacopo
authors.initials: I
authors.lastname: Bernetti
authors.affiliation: UniCeSV - University of Florence, Piazzale delle Cascine, 18, 50144 Florence, Italy. Electronic address: silvio.menghini@unifi.it.
authors.forename: Silvio
authors.initials: S
authors.lastname: Menghini
mesh_terms: D000293:Adolescent; D000428:Alcohol Drinking / Q000523:psychology*; D000434:Alcoholic Beverages; D016000:Cluster Analysis; D003625:Data Collection; D005260:Female; D015438:Health Behavior; D006801:Humans; D007558:Italy; D008297:Male; D010465:Perception; D025341:Principal Component Analysis; D012659:Semantic Differential; D014920:Wine; D055815:Young Adult
keywords: Communication; Consumption; Generation Y; Semantic differential; Wine