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The influence of price-related point-of-sale promotions on bottle shop purchases of young adults

Journal Article


Abstract


  • Introduction 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 Australia.

    Design and Methods. A crosssectional interviewer-completed survey conducted at 24 bottle shops (liquor stores), 12 each in the capital cities of Sydney, New South Wales and Perth, Western Australia. 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.

UOW Authors


  •   Jones, Sandra C. (external author)
  •   Barrie, Lance R.
  •   Gregory, Parriel (external author)
  •   Allsop, Steve (external author)
  •   Chikritzhs, Tanya (external author)

Publication Date


  • 2015

Citation


  • Jones, S. C., Barrie, L., Gregory, P., Allsop, S. & Chikritzhs, T. (2015). The influence of price-related point-of-sale promotions on bottle shop purchases of young adults. Drug and Alcohol Review, 34 (2), 170-176.

Scopus Eid


  • 2-s2.0-84924757555

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/1430

Has Global Citation Frequency


Number Of Pages


  • 6

Start Page


  • 170

End Page


  • 176

Volume


  • 34

Issue


  • 2

Place Of Publication


  • United Kingdom

Abstract


  • Introduction 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 Australia.

    Design and Methods. A crosssectional interviewer-completed survey conducted at 24 bottle shops (liquor stores), 12 each in the capital cities of Sydney, New South Wales and Perth, Western Australia. 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.

UOW Authors


  •   Jones, Sandra C. (external author)
  •   Barrie, Lance R.
  •   Gregory, Parriel (external author)
  •   Allsop, Steve (external author)
  •   Chikritzhs, Tanya (external author)

Publication Date


  • 2015

Citation


  • Jones, S. C., Barrie, L., Gregory, P., Allsop, S. & Chikritzhs, T. (2015). The influence of price-related point-of-sale promotions on bottle shop purchases of young adults. Drug and Alcohol Review, 34 (2), 170-176.

Scopus Eid


  • 2-s2.0-84924757555

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/1430

Has Global Citation Frequency


Number Of Pages


  • 6

Start Page


  • 170

End Page


  • 176

Volume


  • 34

Issue


  • 2

Place Of Publication


  • United Kingdom