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The influence of price‐related point‐of‐sale promotions on bottle shop purchases of young adults
Author(s) -
Jones Sandra C.,
Barrie Lance,
Gregory Parri,
Allsop Steve,
Chikritzhs Tanya
Publication year - 2015
Publication title -
drug and alcohol review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.018
H-Index - 74
eISSN - 1465-3362
pISSN - 0959-5236
DOI - 10.1111/dar.12181
Subject(s) - purchasing , point of sale , advertising , product (mathematics) , consumption (sociology) , business , bottle , point (geometry) , promotion (chess) , marketing , mathematics , engineering , mechanical engineering , social science , geometry , sociology , politics , world wide web , computer science , law , political science
and Aims To investigate the impact of point‐of‐sale promotions on product choice, brand choice and purchase quantity of young adults purchasing alcohol for off‐premise consumption in A ustralia. Design and Methods A cross‐sectional interviewer‐completed survey conducted at 24 bottle shops (liquor stores), 12 each in the capital cities of S ydney, N ew S outh W ales and P erth, W estern A ustralia. Participants were 509 adults (18 and over) exiting bottle shops having purchased alcohol. Results When prompted, 26.5% indicated that there was a special offer, price discount, or special promotion connected with a product that they had purchased. Those who participated in point‐of‐sale promotions purchased a greater quantity of alcohol than those who did not participate: ready to drink, an average of 11.5 standard drinks ( SD ) compared with an average of 8.9 SD ( t = 1.320, P = 0.190); beer, an average of 26.8 SD compared with an average of 16.4 SD ; wine, an average of 16.1 SD compared with an average of 13.8 SD ( t = 0.924, P = 0.357). Discussion and Conclusions Participation in point‐of‐sale promotions may be associated with increased purchase quantities, not solely shifting between brands. There is a need for further research to explore changes in purchase and consumption patterns as a result of the availability of price‐based promotions. The results of this study, combined with previous research, suggest that regulators—and marketers—should consider the immediate and cumulative effect of point‐of‐sale promotions on drinking patterns, particularly those of younger drinkers. [Jones SC, Barrie L, Gregory P, Allsop S, Chikritzhs T. The influence of price‐related point‐of‐sale (POS) promotions on bottle shop purchases of young adults. Drug Alcohol Rev 2015;43:170–176]