The study seeks to examine the consumers’ buying decision process of spirituous beverages to get insight in the multichannel communication. A quantitative study in Austria is performed. A survey is developed by the researchers being online for three weeks where a total of 200 persons respond. Descriptive statistics and Chi2-tests are performed to test for differences in the population. The study identifies the main communication channels: stores, word-of-mouth and gastronomy. Bearing in mind, however, events are important throughout the whole buying decision process, especially for young target groups. Internet and classical communication channels such as TV and flyers support multichannel communication.
28 Jun 2013
International Conference on Research in Advertising