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ALCOHOL CONSUMPTION
Task 1
INTRODUCTION
The purpose of this project is to put into practice the knowledge being acquired during the course, based on analysis of a consumption product. We have decided that alcohol beverages will be the subject of our study.
Alcohol has been widely consumed since prehistoric times by people around the world, as a component of the standard diet, for hygienic or medical reasons, for its relaxant and euphoric effects, for recreational purposes, for artistic inspiration, as an aphrodisiac and for other reasons. Accordingly, its market continues to grow at an impressive rate even during economic recession.
We are focusing on an industry where brands, marketing knowledge and distribution networks have been important determinants in the growth and survival of firms. Therefore, we believe our study will be able to reach distinct conclusions.
The data collection was conducted through a survey on Google Drive. In consequence, we cannot consider it quite as accurate as we would wish it to be. The majority of the survey respondents were our acquaintances, so this is not a representative sample of the universe of the study.
The sample included 260 people of different ages and nationalities. We are very grateful to the hundreds of survey respondents who took part in this study. Their involvement has contributed significantly to ensuring that the study was high quality and completed on time. Without them this study would not have been possible.
MAIN OBJECTIVES
The demand for alcohol is influenced by a greater set of factors than many other consumption goods. As well as price and income, alcohol consumption is influenced by licensing restrictions, taxation, advertising restrictions, minimum age requirements, social factors, peer group pressure, habit formation, underlying health concerns, location, sex, age, religion, marital status and so on.
As our resources are insufficient to enable us to examine all converging factors, our centre of attention focuses on the following questions in our survey:
1. Which country are you from?
2. What is your gender?
3. What is your age?
4. What type of alcohol in the options do you prefer?
5. How often do you have drinks that contain alcohol?
6. How many standard drinks containing alcohol do you have on a typical day when
drinking?
7. Do you work or study?
The main objective we intend to attain is to examine the factors influencing the consumer’s choice of alcoholic beverages and to study the behavioural aspects of consumers, such as frequency of consumption and quantity of consumption. Our observations will centre on the following aspects:
Graph 1: Analysis on the basis of nationality
Regarding gender, we collected information on 170 female and 90 male subjects. We must take this fact into account and calculate the pertinent conversion in order to make correlations that can be studied correctly.
Graph 2: Analysis on the basis of gender
Sixty eight per cent of the total respondents were in the 18-21 year age group, followed by fourteen per cent in the under 18 age group. Eight per cent of the total were over 30 years of age and seven per cent were between 22 and 25 years old. Only three per cent were in the 26-29 age group. This reveals that maximum number of respondents were in the 18-21 years age group. In order to adapt to the data obtained, we will be focusing on the young consumers, particularly those who belong to the 18-21 group.
Graph 3: Analysis based on age group
Graph 4 shows the preferences regarding alcoholic beverage among the sample group. We notice that the most favourite categorical variable is beer. The 30.4% of respondents marked this option. Beer is followed by vodka and wine. There is quite a large number of respondents who state that they don’t drink. We assume this fact is due to the 14% of respondents who are still minors.
Beer 79 30.4% Wine 35 13.5% Vodka 37 14.2% Whisky 10 4.2% Rum 26 10% Tequila 14 5.4% Gin 21 8.1% I don’t drink 29 11.5% Other 6 2.7%
Graph 4: Analysis on the basis of alcoholic beverage of preference
In order to make an analysis of the quantity of alcohol that a normal consumer drinks we posed two questions: “How often do you have drinks that contain alcohol?” and “How many standard drinks containing alcohol do you have on a typical day when drinking?”.
Firstly, we observed that the majority consumes alcohol between two and four times a month.
Graph 5: Analysis on the basis of frequency of alcohol consumption
Secondly, we observed that most of the survey respondents have between one and three drinks containing alcohol per month.
Graph 6: Analysis on the basis of quantity of alcohol consumption
Our product is designed for success. Its greatest strength lies in the fact that it attracts the majorities without forgetting the minorities.
ANALYSIS
In order to target our potential consumer be have compared the difference within gender related to frequency and amount of alcohol consumption.
Graph 7: Female frequency of consumption Graph 8: Male frequency of consumption
Graph 9: Quantity of female consumption Graph 10: Quantity of male consumption
