Sandra C. Jones BA, MBA, MPH, MAssessEval, PhD, Professor and Director, Lance Barrie BSc, MPH, Research Manager, Parri Gregory BSc(Hons), Research Associate, Steve Allsop BSc (Hons) Psych, PGDip Alcohol Studies, PhD, Professor and Director, Tanya Chikritzhs BA (Hons), PGDip Epid BioStats, PhD, Professor.
The influence of price-related point-of-sale promotions on bottle shop purchases of young adults
Article first published online: 5 AUG 2014
© 2014 Australasian Professional Society on Alcohol and other Drugs
Drug and Alcohol Review
Volume 34, Issue 2, pages 170–176, March 2015
How to Cite
Jones, S. C., Barrie, L., Gregory, P., Allsop, S. and Chikritzhs, T. (2015), The influence of price-related point-of-sale promotions on bottle shop purchases of young adults. Drug and Alcohol Review, 34: 170–176. doi: 10.1111/dar.12181
- Issue published online: 10 MAR 2015
- Article first published online: 5 AUG 2014
- Manuscript Accepted: 5 JUN 2014
- Manuscript Received: 5 FEB 2014
- Australian Research Council Linkage Grant. Grant Number: LP0883729
- Australian Research Council Future Fellowship. Grant Number: FT120100932
- Substance Misuse Prevention and Service Improvement Grants Fund
- alcohol consumption;
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 cross-sectional 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.
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]