The effect of point of sale promotions on the alcohol purchasing behaviour of young people in metropolitan, regional and rural Australia

Abstract

This study, part of a larger project examining marketing and alcohol, looked specifically at the effects of point of sale (POS) promotions on young people, with a view to providing evidence which could be used to inform policy and regulation in this area. A series of focus groups were conducted in three different locations with young people aged 16–25 years, separated by age and gender, with a total of 85 participants. Participants were asked questions about their recollection of various POS promotions and the effect of these promotions on their alcohol purchasing and consumption behaviour. The majority of participants indicated a strong link between POS promotions and alcohol purchasing and consumption behaviour. A majority of participants demonstrated a strong recall of previous promotions and almost all participants indicated they had been influenced to buy more or a particular brand of alcohol because of a promotion. Specifically, the results of the study indicate that POS promotions involving price or volume discounts have a strong impact on young people, and are particularly effective in encouraging the purchase of increased volumes of alcohol, suggesting a need for regulation in this area.

Keywords:

• alcohol
• marketing
• point of sale
• drinking behaviours
• consumption
• attitudes
• media
• young adulthood

Notes

1. The term ‘bottle shop’ is the Australian form of the USA ‘liquor store’, referring to an outlet that specialises in alcohol, which it sells to take-away and consume elsewhere.

2. ‘Badder’ in this sense refers to being edgy or cool (a ‘bad-ass’) rather than the original negative meaning of the word ‘bad’.