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

Eliam Y.Z. Kamanga

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

 

Keywords

Alcohol consumption; Culture; Interpersonal factors; Marketing; Peer Pressure; Place; Product; Promotion

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

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