Patterns of alcohol consumption as a social group indicator in modern Russian cities
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This article analyzes the correlation between alcohol consumption patterns in
Russian cities and the characteristics of consumers, including their social status.
The empirical dataset used in this study was generated from the Russian Target
Group Index for 2000–2010 and produced by Synovate Comcon. The methods used
in the study include correlation analyses, cluster analyses and correspondence
analyses. The results of the study confirm that differences in alcohol consumption
patterns are important characteristics of social groups— stratified by gender, age, education and income— in Russia. Beer, vodka and other spirits are typically
consumed by men, whereas wine, champagne and liquors are typical consumed by women. The different social classes also have different chosen beverages: the highest social classes prefer wine, champagne, cognac, whisky and exotic beverages such as rum and tequila. The volume of consumed alcohol is not an
indicator of social class. Beer and vodka
— beverages consumed by all social
groups— are mostly consumed by the poorer and less educated. This study also
identified the following consumer clusters: “light drink lovers” (beer-oriented consumption), the “masculine consumer” (consumption of beer and vodka),
the “feminine consumer” (wine- and champagne-oriented consumption), and
the “eclectic type” (multi-oriented consumption). These clusters have different social and demographic characteristics. In modern Russia, patterns of alcohol consumption and the social class of the consumer tend to be highly correlated. Variegated consumption patterns associated with the postmodern lifestyle were detected in fewer than 5% consumers of alcohol; these consumers tended to be educated, well-off, young and employed in executive positions.
JOUR
Martynenko, Peter Alexandrovich
Roshchina, Yana Mikhailovna
2014
Economic Sociology
15
1
134
2288
