Marketing Mix Effects on Alcohol Consumption Behavior of Population in Nong-Mek Sub-district Mu nicipality, Nong-Han District, Udon Thani Province

Abstract

The current environment contributes to the behavior and attitudes of consumers toward alcohol. New values re-construction, which due to promotion from advertising media, includes the marketing of alcoholic beverages. Therefore, the marketing mix of alcoholic beverages is likely to lead to higher alcohol consumption among consumers. This research aimed to study the importance of marketing mix of alcoholic beverages, and study the consumption behavior of alcoholic beverages, as well as the influence of marketing mix on alcohol consumption behavior. The samples in the study were sample 401 people living in Nong-Mek sub-district Municipality Nong-Han district Udon Thani province. They were recruited through a multi-stage random sampling. Data were analyzed by descriptive statistics using mean score and standard deviation. Inference statistics was used for multiple linear regressions analysis. The study found that the samples emphasized on the alcohol marketing mix at a moderate level, consisting of product, price, place, promotion, people, physical evidence, and process. Although most of the sample gave history of infrequent drinking of alcohol beverage, their drinking behaviour was still influented by the marketing mixes which included process, promotion, and products. The relationship could be described or predicted by the equation:  drinking behaviour = 18.944+0.297 (processes) -0.287 (promotions) + 0.167 (products). There fore, responsible agencies should consider the importance of such incluence in the control of alcohol marketing.