Open AccessA pilot study investigating of the nature of point‐of‐sale alcohol promotions in bottle shops in a large Australian regional city
Author(s) -
Jones Sandra C.,
Lynch Melissa
Publication year - 2007
Publication title -
australian and new zealand journal of public health
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.946
H-Index - 76
eISSN - 1753-6405
pISSN - 1326-0200
DOI - 10.1111/j.1753-6405.2007.00078.x
Subject(s) - alcohol , point of sale , promotion (chess) , advertising , alcohol consumption , unit of alcohol , consumption (sociology) , point (geometry) , business , marketing , environmental health , observational study , unit price , medicine , economics , political science , sociology , computer science , mathematics , politics , world wide web , law , macroeconomics , social science , biochemistry , chemistry , geometry , pathology
AbstractObjective:The promotion of alcohol by retailers and media can contribute to a culture of excessive alcohol consumption, but the effect of non‐advertising alcohol promotions has largely been neglected. This study sought to gather initial data on this important area.Method:An observational study of alcohol point‐of‐sale promotions in the Wollongong CBD area, conducted in July‐August 2005.Results:We identified 17 different promotions in three categories: gift with purchase; competitions; and buy some, get some free.Conclusions:Given previous research demonstrating the relationship between increased alcohol consumption and both ownership of alcohol‐related merchandise and reduced per unit price, it appears that point‐of‐sale promotions may have the potential to further increase alcohol consumption among young people.Implications:Only when the extent and impact of such promotions is demonstrated will we be in a position to effectively advocate for appropriate regulations to ensure young people are not exposed to marketing strategies that further increase their exposure to alcohol‐related harms.