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Types of female drinkers: a multivariate study.

C Martin1, S Casswell

  • 1Alcohol Research Unit, School of Medicine, University of Auckland, New Zealand.

Journal of Studies on Alcohol
|May 1, 1988
PubMed
Summary

This study identified seven distinct drinker segments among New Zealand women based on consumption patterns and demographics. Understanding these female drinker types can inform targeted public health and marketing strategies.

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Area of Science:

  • Social Science
  • Psychology
  • Public Health

Background:

  • Understanding diverse drinking behaviors is crucial for public health initiatives.
  • Previous research has often treated female drinking patterns monolithically.

Purpose of the Study:

  • To identify and characterize distinct drinker segments among recent female alcohol consumers in New Zealand.
  • To utilize data reduction and clustering techniques for nuanced drinker typologies.

Main Methods:

  • Factor analysis was employed for data reduction on attitudinal, motivational, situational, and consumption variables.
  • Cluster analysis was used to group 1,055 recent female drinkers into distinct segments.
  • Final cluster solutions were cross-tabulated with consumption and demographic data.

Main Results:

  • Seven distinct female drinker segments were identified, including infrequent light drinkers (43%) and liberal light drinkers (35%).
  • Other identified segments were casual drinkers (7%), frequent early evening drinkers (6%), nightclubbers (5%), heavy hotel-tavern drinkers (2%), and solitary drinkers (2%).

Conclusions:

  • The study successfully segmented female drinkers, revealing significant heterogeneity in drinking habits.
  • These findings provide a foundation for developing more targeted interventions and policies related to alcohol consumption in women.

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