EFFECT OF ALCOHOL BEVERAGE ADVERTISMENT ON THE DRINKING BEHAVIOUR OF THE YOUTH: A CASE STUDY OF ADDIS ABABA.

Abstract

This study examined the effect of alcohol advertisement in youth behaviour Advertisements in Addis Ababa Consumers with the theoretical frame work of hierarchy of effects. The goal of the study has been to identify how Addis Ababa consumers (youth) rely on alcohol Advertisements and how does that influence their buying habits. In addition to this, the study has also attempted to find out how alcohol Advertisements creating perception and awareness on Addis Ababa consumers. In this study 375 consumers in Addis Ababa have been selected from four sub cities and 3 professionals were selected purposively. However, these numbers of the respondents is few to represent Addis Ababa alcoholic Advertisement viewers, due to the constraints of time and money the researcher limited the number of respondents to this figure. In order to analyse the responses of the items in the questionnaires descriptive analysis using frequency and percentage were employed. Besides, the responses of the in-depth interviews which were obtained from 1 media and advertising professionals and 4 individual business man .were tapes - recorded and analysed. The result of the study reveals that alcohol Advertisement influences Addis Ababa youth consumers buying behaviour and it encourages them to buy a product or service. Overall, the older groups were far less negative about alcohol than the younger groups. While the number of positive beliefs was similar in both age groups for both genders, the amount of negative belief expressed was substantially less in the older age groups. The younger group also expressed a far greater number of 'neutral' comments than the older groups. Most of the positive beliefs were concerned with mood or feelings such as 'feel happy', 'feel relaxed' and 'feel more confident'. The most often mentioned belief common to all four groups was that 'having fun' was perceived as a key benefit of alcohol use. This belief was particularly strong amongst the older girls. The negative beliefs tended to be about behavioural or physical effects, such as 'feel sick to your stomach' and 'do something you'd regret'. The most common to both age groups and both genders were 'get a hangover', 'feel sick to your stomach', 'get into trouble with your parents', 'do something you'd regret', and 'alcohol is expensive'. The older boys had the fewest negative beliefs of all the groups. Producers should have to answer what’s alcohol advertisements, how do they produce, how many level message does it has, how’s the creativity, how’s the cultural sensitivity. In general we need to learn about alcohol and be professional before we become alcohol advertisements makers. Alcohol advertisements should be accomplished by professionals. Alcohol distribution or drinking Stations should have to give awareness about alcohol .The aforementioned predictors should be practiced to include awareness for more youth consumers.