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Health Promotion International, Vol. 8, No. 4, 249-261, 1993
© Oxford University Press 1993

research-article

Identifying target segments of male drinkers for health promotion

ALLAN WYLLIE and SALLY CASSWELL

Alcohol and Public Health Research Unit, University of Auckland New Zealand

Address for correspondence: Address for correspondence: Allan Wyllie, Alcohol and Public Health Research Unit, University of Auckland, Private Bag 92019, Auckland, New Zealand

Data from a 1988 national drinking survey was cluster analysed to identify different types of male drinkers, to assist in the targeting of health promotion strategies. Of the five segments generated by the clustering, one labelled Young Heavy Drinking Males was identified as the most appropriate target segment, because although they were the segment reporting the highest level of alcohol-related problems they were also the segment most likely to feel they were drinking too much They were therefore the segment most likely to be responsive to advertising that sought to support people who wanted to change their drinking habits. They were also the most appropriate target for the longer-term goal of changing the climate of opinion regarding the acceptability of more moderate drinking. Comparisons with two previous cluster analyses showed a high degree of similarity, suggesting that clustering is a reliable vehicle for identifying drinker types.

Key words: cluster analysis; alcohol; targeting


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