MARKETING EXPOSURE AND YOUTHS’ ALCOHOL CONSUMPTION BEHAVIOUR IN ANAMBRA AND EDO STATES

Abstract

The main objective of this research work was to develop a framework for interrogating the nexus between alcohol marketing exposure and youth consumption behaviour on youth in two states located in the southern part of Nigeria representing two geo political regions in southern Nigeria. Extensive literature review was conducted and this helped to dissect and define the key variables and the constructs of the study. The population of the study was the university students; and to achieve this objective, survey research was employed on a statistical determined sample of 400 respondents drawn from four universities in Anambra and Edo States. Questionnaire was used to collect primary data from the students and the questions range from dichotomous to multiple choice and to scaled questions. Face and content validity were assured by giving out copies of the questionnaire prior to the study to experts and the researcher’s supervisor whose comments helped in drafting the final instrument. Two marketing exposure constructs: sponsorships and branded promotional items were used as the independent variables; alcohol consumption behaviour was the dependent variable. The hypotheses formulated around the two IVs and the analysis was done with the aid of Multiple Regression Analysis (MRA) using SPSS 25. The finding of this study established. It was also found that sponsorship of events and donations by alcoholic firms significantly and positively influence youth alcohol consumption behaviour. Conclusions and recommendations were drawn based on these findings while practical implications as well as implications for further study were discussed.