After conducting a survey of over 300 young people from various departments in France, we were able to analyze our findings, and to eventually build a decision tree describing consumer behavior when purchasing alcohol. Below is a presentation of our findings, as well as a copy of the final decision tree.
I. Consumer Behavior:
The results of the survey revealed several trends in consumer behavoir, that, while they do not directly fit into the Decision tree, do influence the buying patterns of the Millennium Generation, and remain extremely important.
1) Purchasing for Same-Day Consumption
When asked about their buying habits, an overwhelming 41% of survey respondents replied that they buy spirits with the intention of consuming them that evening. Another 25% told us that they buy for “family events”, such as a birthday party or group dinner. Interestingly, there did not seem to be a difference beween age groups, both students and young professionals buy for immediate consumption.
II. Inviting Guests vs. Being Invited
One of the first things that stood out to us directly when reviwing the survey responses is that there is a change in consumer behaviour and in purchasing habits depending on whether the individual is hosting a party (inviting guests to drink in their home) or being invited.
1) Hosting a Party or “Recevoir”
When receiving in their home hosts responded that their Budget varied according to the size of the event. They normally purchased the same formats of alcohol as they would have if they had been invited as a guest, but they bought more alcohol and were willing to spend more money if they were hosting the event.
2)Being Invited or “Etre Invité”
When invited to a party or a cocktail in someones home as a guest, survey respondents replied that their budget was fixed. When asked about different types of parties varying from a small soirée to a large party, responses were the same. The budget that they are willing to spend does not change, it stays fixed at between 10 – 15 €. The most logical explanation that we have heard thus far when questioning consumers about this is that they purchase enough for their own consumption at the party, plus a little bit extra. They assume if everyone brings enough for themselves, there will be too much to drink. This could explain why the same person will spend 10-15€ for a dinner with four friends as he would for a larger event with more then 10 people.
II. The Decision Tree: