Factors that Influence the Purchase and Consumption of Alcoholic Drinks in Malawi Particularly among University Students

  • Eliam Y.Z. Kamanga Malawi National AIDS Commission,
Keywords: Alcohol consumption, Culture, Interpersonal factors, Marketing, Peer Pressure, Place, Product, Promotion

Abstract

The purpose of this study was to explore the factors that influence the purchase and consumption of alcohol among university students in Malawi. The study sought to recommend strategies that can promote the marketing of alcohol among university students aged 18 and above. Results show that of the 138 respondents, 109 (72% males and 28% females) agreed that they consume alcohol. The study indicates that quality of alcohol influences most students to consume alcohol. In addition, promotions that emphasise on price cuts and special offers have a positive impact on the marketing of alcohol among students. Notable also are subjective social norms which play a significant role in influencing students to consume alcohol with friends other than alone.

DOI: http://dx.doi.org/10.3126/ijssm.v2i1.11682     

Int. J. Soc. Sci. Manage. Vol-2, issue-1: 52-67

 

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Author Biography

Eliam Y.Z. Kamanga, Malawi National AIDS Commission,

Information, Education and Communications Manager,

PO Box 30622

Lilongwe

Published
2015-01-25
How to Cite
Kamanga, E. Y. (2015). Factors that Influence the Purchase and Consumption of Alcoholic Drinks in Malawi Particularly among University Students. International Journal of Social Sciences and Management, 2(1), 52-67. https://doi.org/10.3126/ijssm.v2i1.11682
Section
Research Articles