University students' perceived susceptibility to alcohol retail sales promotions

Abstract

Purpose

The purpose of this paper is to examine the relationship between perceived susceptibility to alcohol retailers' sales promotion strategies and young, female university students' intention to buy alcohol and attitude towards alcohol consumption.

Design/methodology/approach

Data were collected from a convenience sample of three universities in three OECD countries with high alcohol consumption per capita: Australia (n=305), Germany (n=323) and Wales (n=361). A self‐administered survey approach was used to collect data from female university students between the ages of 18 and 24 years in one university in each country. The four alcohol sales promotion strategies of interest were price reductions, quantity specials whereby the more you buy the less you pay on a pro rata basis, bulk purchasing of alcohol, and purchasing from more than one store to take advantage of low prices.

Findings

The study found that except for retailer price reductions, the association between Welsh university students' intentions to buy alcohol and their susceptibility to the remaining retailers' sales promotions was greater than that of university students in Australia and Germany, respectively. Significant differences between the countries were found in terms of the salience of perceived susceptibility to retail sales promotion strategies and their correlation with students' attitude towards alcohol consumption.

Originality/value

The paper's findings provide insights particularly for upstream, legislative strategic interventions to combat the issue of alcohol drinking of young female university students.

Citation

Sharma, B., Raciti, M., O'Hara, R., Reinhard, K. and Davies, F. (2013), "University students' perceived susceptibility to alcohol retail sales promotions", Journal of Consumer Marketing, Vol. 30 No. 3, pp. 283-294. https://doi.org/10.1108/07363761311328955