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Examining price promotions, venue and place of residence as predictors of alcohol consumption

Maria Raciti (Faculty of Business, University of the Sunshine Coast, Maroochydore, Australia)
Rebecca O'Hara (Diabetes Australia – Queensland, Brisbane, Australia)
Bishnu Sharma (Faculty of Business, University of the Sunshine Coast, Maroochydore, Australia)
Karin Reinhard (Baden‐Württemberg Cooperative State University, Ravensberg, Germany)
Fiona Davies (Cardiff Business School, Cardiff University, Cardiff, UK)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 8 February 2013

1197

Abstract

Purpose

The purpose of this study is to understand the effect of price promotions, venue and place of residence on low‐risk, risky and high‐risk alcohol consumption behaviour of young women between 18 and 24 years of age who attend university in Australia, Wales and Germany.

Design/methodology/approach

The quantitative, self‐administered questionnaire collected data from a convenience sample of three universities in three OECD countries with high alcohol consumption being: a regional Australian university (n=305), a city Welsh university (n=354) and a rural German university (n=325).

Findings

First, the multinomial logistic regression results revealed that price promotions and venue influenced alcohol consumption in Wales alone while place of residence influenced alcohol consumption in Australia; however, price promotions, venue and place of residence had no effect on young women attending university in Germany. Second, the binomial logistic regression results for Wales reported a sensitivity to price promotions for all three alcohol consumption risk classifications; however, location was of little consequence to risky drinkers when compared to high risk drinkers. For Australia, the place of residence did not influence alcohol consumption for both risky and high‐risk drinkers.

Originality/value

The value of this study lies in the examination of three levels of alcohol consumption – low‐risk, risky and high‐risk – for the same cohort across three countries using the same test instrument and standard alcohol consumption metrics. As such, this study provides a more meaningful macro view of alcohol consumption; thus has the capacity to contribute to effectual intervention strategies.

Keywords

Citation

Raciti, M., O'Hara, R., Sharma, B., Reinhard, K. and Davies, F. (2013), "Examining price promotions, venue and place of residence as predictors of alcohol consumption", Journal of Social Marketing, Vol. 3 No. 1, pp. 8-27. https://doi.org/10.1108/20426761311297207

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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