Journal article
University Students' Perceived Susceptibility to Alcohol Retail Sales Promotions
Journal of Consumer Marketing, Vol.30(3), pp.283-294
2013
Abstract
Purpose: This study examines 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. Methodology: Data collected from a convenience sample of three universities in three OECD countries with high alcohol consumption per capita, being Australia (n = 305), Germany (n = 323) and Wales (n = 361). We used a self-administered survey approach 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 a) price reductions, b) quantity specials whereby the more you buy less you pay on a pro-rata basis, c) bulk purchasing of alcohol; and d) 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 student's attitude towards alcohol consumption. Value: Our findings provide insights particularly for upstream, legislative strategic interventions to combat the issue of alcohol drinking of young female university students.
Details
- Title
- University Students' Perceived Susceptibility to Alcohol Retail Sales Promotions
- Authors
- Bishnu Sharma (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessMaria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessRebecca O'Hara (Author) - James Cook UniversityK Reinhard (Author) - Baden-Württemberg Cooperative State University, GermanyF Davies (Author) - Cardiff University, United Kingdom
- Publication details
- Journal of Consumer Marketing, Vol.30(3), pp.283-294
- Publisher
- Emerald Group Publishing Ltd.
- Date published
- 2013
- DOI
- 10.1108/07363761311328955
- ISSN
- 0736-3761; 0736-3761
- Copyright note
- Copyright © 2013 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99450233102621
- Output Type
- Journal article
- Research Statement
- false
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