Determinants of consumers' behaviour toward alcohol drinks: the case of Greek millennials

An issue that often engages researchers in recent years is the study of consumer behaviour. Due to the economic crisis in Greece, consumers' preferences and habits are constantly changing. More specifically, with regard to alcohol drinks, consumers tend to decrease alcohol drinks consumption. The alcohol drinks is a highly growing sector of the Greek economy, as there are too many firms operating in the field of imported and domestic products. As time goes by, competition intensifies more and more due to the entry of new brands in the market. There is a wide variety of products, so that even the most 'demanding' consumers can satisfy their preferences. The purpose of this paper is to analyse Greek millennials behaviour towards alcohol drinks. The research tool is a questionnaire distributed to Greek millennial consumers in the area of Athens. The main conclusions drawn from the survey is that Greek millennials despite the economic crisis which has led to a decrease in purchases, they tend to consume alcohol drinks about 1-2 times a week. Therefore, this tendency shows that the evolution of the alcohol drinks industry is possible.