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Alcohol purchase 2.0. Premise purchase preferences of adolescents for conventional and digital purchase possibilities for alcohol

Strump, Tanja (2014) Alcohol purchase 2.0. Premise purchase preferences of adolescents for conventional and digital purchase possibilities for alcohol.

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Abstract:This study investigates the determinants that adolescents consider important for selecting different premise locations for alcohol purchase. Their experiences and preferences are a central aspect of this qualitative study, which is the first research project that investigates adolescents’ purchase preferences on a conceptual level: based on the framework of the availability theory, on- and off-premise locations and the Internet are compared with each other. For the data collection, 14 focus group discussions with pupils of two age levels and three educational levels were conducted. The results show that adolescents consider not all determinants of the availability theory equally important: age verification by vendors, the product price and waiting time are the most important determinants of adolescents’ purchase preferences, leading to a conceptual order of both positive and negative determinants of the availability theory. Additionally, this study shows that adolescents do not consider buying alcoholic products on the Internet but prefer off-premise locations for several reasons.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/65022
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