A study on alcohol consumption patterns and preference of liquor over wine amongst the youth in Manipal

Nayak, Naresh P. and Prabhu , Narayan B. M (2013) A study on alcohol consumption patterns and preference of liquor over wine amongst the youth in Manipal. Journal of Hospitality and Tourism (Atithi ), 1 (1). pp. 77-88. ISSN 2347-6907

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A STUDY ON THE ALCOHOL CONSUMPTION PATTERNS AND THEIR PREFERENCE OF LIQUOR OVER WINE AMONGST THE YOUTH IN MANIPAL.pdf

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Abstract

Consumption of alcoholic beverages in different parts of the world is influenced by economic, social, religious, and traditional forces; therefore countries differ significantly in the amount and type of alcohol consumed and in the temporal trends of use of alcoholic beverages. India has the world’s largest youth population which is getting influenced by external factors and has started consuming alcohol at a much higher rate and from a smaller age. Drinking alcohol is a major activity among college students. Excessive research on this subject has focused on students motivations for binge drinking little research has investigated the leisure context in which student’s alcohol drinking patterns, and their preference of alcohol over wine. Wine consumption has witnessed tremendous growth in India over the past 10 years. The Indian players enjoy a large market share of nearly 90% (Sommelier India, 2010) although International brands such as Moet & Hennessey, E&J Gallo are now picking up. There are over 25000 students in Manipal which is a large number for such a small city and therefore is a target market for many industries. Study was to identify alcohol consumption patterns among young people and their preference of liquor over wine of the age group between 18-25 years. A survey research was conducted using questionnaire as a primary tool for data collection which consisted of 19 closed ended questions. The study also tries to identify the importance of certain attributes that may affect youngster‘s alcohol consumption frequency, alcohol purchasing habit and alcohol selection process.

Item Type: Article
Uncontrolled Keywords: alcohol consumption, wine, youth, Manipal
Subjects: Hotel Management > WGSHA Manipal
Depositing User: WGSHA EPrints Administrator
Date Deposited: 06 Jan 2014 07:17
Last Modified: 06 Feb 2014 06:45
URI: http://eprints.manipal.edu/id/eprint/138255

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