RIS ID

34804

Publication Details

Jones, S. C. & Barrie, L. R. (2010). Point-of-sale alcohol promotions in the Perth and Sydney metropolitan areas. In P. Ballantine & J. Finsterwalder (Eds.), ANZMAC 2010: Australian and New Zealand Marketing Academy Conference: 'Doing More With Less' (pp. 1-9). Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury.

Abstract

There is considerable evidence that reducing the price of alcohol increases the amount consumed, particularly among young people. However, there is an absence of research on other point-of-sale (POS) alcohol marketing strategies - such as those that ‘reward’ purchasers with free gifts. The purpose of the present study was to document the nature and extent of POS alcohol promotions in bottle shops in two Australian capital cities. An audit tool was developed and point-of-sale promotions were found to be ubiquitous, with 416 promotions identified across 24 audits (an average of 17.3 promotions per outlet; 19.8 in Sydney and 14.9 in Perth). The most concerning finding was that these promotions appear to provide an incentive for (young) consumers to increase their purchase quantity.