ASSESSEMENT OF CONSUMER BEHAVIOUR TOWARDS FOOD AND MEDICINE CONTROL PROCLAMTION 1112/2019: THE CASE OF DASHEN BEER CONSUMERS, IN ADDIS ABABA, ETHIOPIA

Abstract

The general objective of the study was to assess the law against alcohol towards Dashen Beer consumers in A.A. To meet the research objective, both primary and secondary data were used. The researcher used non-probability sampling approach from the infinite consumers, specifically convenient sampling technique, to gather data from 346 beer consumers in A.A. Descriptive analysis was used to analyze the data using statistical tools mainly frequencies, percentages, mean and standard deviation. Methodologically; this research was based on questionnaire survey and interview to collect data for the study purpose. The research finds that Dashen beer consumers perceived ban on advertisement decreases and change in product label decrease consumption. Increasing the minimum legal alcohol drinking age from 18 to 21 years old has not significantly decreased the sales volume of the company. Thus, the researcher forwarded recommendations to strictly implement the law against alcohol, to oversee other methods in order to balance public health and business performance to minimize the negative effect on alcohol manufacturing companies and lastly both manufacturing and regulatory bodies should give updates on mandatory health warnings on product label.