The Impact of Alcoholic Beverage Advertisement on Student’s Purchasing Behaviour at Sunyani Technical University

Main Article Content

Victor Adoma
Maxwell Adom Darko

Abstract

The marketing and sale of alcoholic drinks have of late, witnessed an irresistible boom and alcoholic producing firms are enjoying field days. Drinking of alcohol has become a significant part in the social lives of most young people even though the abusive use of alcohol has been known as a key problem of young people in many societies. A case study design was employed in the research. This research investigates the impacts of alcohol beverage advertisement on the purchasing behaviour of students at Sunyani Technical University. A probability sampling technique was used to select the 300 respondents to participate in the research. Microsoft Excel was used to import data from the Statistical Package for Social Sciences (SPSS). The analysis from the survey data indicates that most of the male students contributed and 18-35 years age category dominated in the study. The survey data designates that students do not take in alcohol and most drink alcohol during special occasions and few take it heavily. The present study explored the impact of alcohol beverage advertisement as a predictor variable on the purchasing behaviour of students at Sunyani Technical University. This means that alcohol beverage advertisement plays a vital role in students' alcoholic purchasing behaviour. Therefore, alcohol producers and marketers should incorporate these elements in adverts intended to attract their targets. The study, therefore, recommended, Alcohol manufacturers and dealers should integrate these elements in adverts intended to attract their targets, most advertisements must be run on televisions, radio, music video, billboard and movies as it is most effective introducing products to consumers, policymakers and all stakeholders in education and health should also take into consideration when planning to introduce policies to control alcohol consumption.

Keywords:
Alcoholic beverage, student’s purchasing behaviour, alcohol, stakeholders.

Article Details

How to Cite
Adoma, V., & Darko, M. A. (2020). The Impact of Alcoholic Beverage Advertisement on Student’s Purchasing Behaviour at Sunyani Technical University. Journal of Economics, Management and Trade, 26(2), 26-42. https://doi.org/10.9734/jemt/2020/v26i230225
Section
Original Research Article

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