The effects of advertising on alcohol consumption: a case of perceptions of women in Spruitview, South Africa
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Authors
Dilebo, Loveness Reitumetse
Issue Date
2021
Type
Research Report
Language
Keywords
Alcohol advertising , alcohol consumption , Spruitview , women
Alternative Title
Abstract
The primary research objective of this study was to investigate the perceptions of
women in Spruitview, South Africa towards alcohol advertising. Literature review
revealed that alcohol beverage companies use different strategies to target women in
an attempt of enticing them to consume more and more alcohol.
The research approach of this study was qualitative, and the target population
comprised of twelve women residing in Spruitview, South Africa. Because of the
Covid-19 pandemic, online interviews were utilised by the researcher, and the semistructured interview framework to solicit data from the participants was employed.
Data collected was analysed manually and was interpreted and categorised into
themes.
The findings of this study indicated that there are positive and significant relationships
between alcohol advertising and alcohol consumption practises by women in
Spruitview. In light of those findings, this study presented appropriate
recommendations to the law makers, the alcohol beverage industry, as well as to
women in Spruitview. A number of gaps in this study were outlined that require further
investigation to allow for a better understanding of the impact of alcohol advertising on
women and the society in general.
Description
Citation
Dilebo, L.R. 2021. The effects of advertising on alcohol consumption: a case of perceptions of women in Spruitview, South Africa. MBA Research Report. Midrand: Unisa's Graduate School of Business Leadership.