University students' perceived susceptibility to alcohol retail sales promotions

Sharma, Bishnu, Raciti, Maria, O'Hara, Rebecca, Reinhard, Karin, and Davies, Fiona (2013) University students' perceived susceptibility to alcohol retail sales promotions. Journal of Consumer Marketing, 30 (3). pp. 283-294.

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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.

Item ID: 33375
Item Type: Article (Research - C1)
ISSN: 1736-3761
Keywords: Australia, Germany, Wales, students, women, alcoholic drinks, sales campaigns, alcohol consumption, binge drinking, university students, young women
Date Deposited: 27 May 2014 05:54
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement @ 30%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 40%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development @ 30%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9102 Microeconomics > 910209 Preference, Behaviour and Welfare @ 50%
91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 50%
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