Attitudes towards Alcohol consumption amongst University of West London Students

ACKNOWLEDGEMENT

I would like to thank everyone who helps me completing this research including my supervision, family, friends and supportive staff of University of West London. Without their guidance and support, the effort made in this research would not have possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification.

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ABSTRACT

The growing number of marketing researchers identified that students and young people of age group in 21-28 in UK are the most promising consumer category of alcohol products and consumption. Similar to many developed and western societies, where alcohol consumption is usually attached with social norms and considered as necessity and more important as luxury product in most societies. The popularity, availability and range of many local inexpensive and international brands of alcoholic beverages have also found increased simultaneously across UK. The college students frequently consume many alcoholic products in the form of lemonades, wines and other fruity beverages which are popularized among them as alcopops beverages. The alcopos drinks are usually sweeter in taste and have less effect hard drink as compared other alcoholic beverages drinks. The research will provide the valuable insights into identify those factors which influence the drinking behaviour of students of University of West London. The sample has been collected in total of 100 from both male and female, part time/full time students of university. The research indicate the both age and gender is highly significant with alcohol consumption, while price and income remains the most important factor in brand preferences and purchases of alcohol products.

TABLE OF CONTENTS

ACKNOWLEDGEMENTI

DECLARATIONII

ABSTRACTIII

LIST OF TABLESVI

LIST OF FIGURESVIII

CHAPTER 1: INTRODUCTION1

1.1 Outline of the Study1

1.2 Background of the Study1

1.3 Aims and Objectives2

1.4 Research questions/Hypothesis3

1.5 Rationale of the study3

CHAPTER 2: LITERATURE REVIEW4

2.1 Consumer Behaviour of Young People and Alcoholic Products4

2.2 Factors Influencing Young People's Decisions of Alcohol5

2.2.1 Age Influences6

2.2.2 Cultural Influences7

2.2.3 Social Status Influences8

2.2.4 Marital Status and Parenthood Influences9

2.2.5 Gender Influences10

2.2.6 Income Influences11

2.2.7 Advertising Influences12

2.2.7.1 Advertising Influences and Brand Preferences13

2.2.8 Positive Expectation Influence13

CHAPTER 3: METHODOLOGY15

3.1 Research Design15

3.2 Quantitative Research15

3.3 Primary Data17

3.4 Secondary Data18

3.5 Sample Size19

3.6 Sampling Method19

3.7 Instrument19

3.7.1 Validity and Reliability of Questionnaire20

CHAPTER 4: ANALYSIS AND DISCUSSION22

4.1 Analysis of Survey Questionnaire22

4.1.1 Q1/Q2: What is age and Gender of Students of University of West London?22

4.1.2 Q.3 Do you currently consume alcohol?24

4.1.3 Q4: How many units of alcohol do you consume per week?25

4.1.4 Q.5 how many units of alcohol do you consume per month?28

4.1.5 Q.6 how often do you drink a week?30

4.1.6 Q.7 how often do you drink a month?32

4.1.7 Q.8 what type of alcohol do you consume?34

4.1.8 Q.9 where do you normally consume alcohol?35

4.1.9 Q.10 Have you ever engaged in binge drinking?36

4.1.10 Q.11/14 what is the most important factor you take into account when purchasing alcohol?38

4.1.11 Q.12 what is the most important factor that deters or limit your alcohol consumption?40

4.1.12 Q.13 what is the most important reason ...