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Present by Orratai WaleewongInternational Health Policy Program

(IHPP)Ministry of Public Health, Thailand

The Influence of Alcohol Beverage The Influence of Alcohol Beverage marketing marketing

on Drinking Behavior of Youthson Drinking Behavior of Youths: Case study Chiang Mai City: Case study Chiang Mai City

9-JAN-10

Kanittha ThaiklaResearch Institute for Health Sciences, Chiang Mai University

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อิ�ทธิ�พล้ทางการต์ล้าดขอิงเคร&'อิงด&'มท�'ม�แอิล้กอิฮอิล้�ท�'ม�ผล้ต์ อิพฤต์�กรรมการด&'มขอิงเยาวิชีนิ

: กรณี�ศ-กษาพ&.นิท�'เชี�ยงใหม

Chiang Mai Municipal areas4 zones

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Objectives

• To study how to youth choose to buy alcoholic beverages and their drinking practice in different context of alcohol outlets around campus/university

- To study related factors that make decision to buy and drink

• To study the influence of alcohol marketing and promotion that impact on youth drinking practice in different context

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Density, Clustering, DistributionOf Alcohol Outlets

• Alcohol outlets & colleges were mapped though use of a hand held GPS (Global Positioning Satellite) unit.

• Nearest -neighbor analysis:a statistical method for evaluating the geographic distribution

:examines the distances between each point and the closest point to it

: describe distribution >>Random, Clustered, Regular

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Alcohol outlets: around campus/university

- 997 alcohol outlets- Clustered distribution = 704 (70.6%) outlets are in 500 meters around

campus.

= 80 Campuses/universities= Area of 500

meters around campus

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Alcohol outlets around university

High density 83 outlets around university

Low density3 outlets around university

= Alcohol outlets= Area of 500 meters around

campus

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Early 2009 Lately 2009

15.7% increasing (997 1186 outlets)

1 outlet per 124 people

or 1 outlet per km2

Increasing alcohol outlets in 2009

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Note Lhao-Tong: Alcohol that sale divided by specific container (North people

called “Tong”, cc) 70 % of “Lhao-Tong” shops are in area of 500 meters around campus.

263 grocery stores >209 restaurants>

168 “Lhao- Tong” shops

Type & Numbers of alcohol outlets

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Youth Drinking Practice

1606 students in high density area53+21.3=74.3% drinking

53% Always

21.3% Sometimes

20.4% Never

66.4% Always

20.7% Sometimes

14.2% Never

732 students in low density area66.4+20.7=87.1% drinking

Note: It’s not compare the resident of students,

but it’s compare between their campus.

Sample: 2,338 Students (male 1488, female 850) based on the survey of alcohol consumption in North(male 50.1%,female 16.9 %)

>

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Drinking factors & drinking indices High VS Low density area

Age of drinking initiation Different, Sig.

Reasons for drinking during the first drinking

Different, Sig.

Average daily consumption (g/day) Not Sig.

Average drinking intensity (g/drinking day)

Not Sig.

Annual total consumption (g)

Frequency of binge drinking per year

High&Very high-Risk drinking (Average daily intake)

Not different , Sig

Alcohol use disorders (AUDIT) Not different , Sig

How to get alcoholic beverages Different, Sig.

Compare youth drinking practice in different outlets density

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Age 15.98

(range 8-23)

Age 15.42

(range 6-20)

High density Low density

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Female

Age of drinking initiation in different outlets density

Different, Sig.

<

Age of drinking initiation

male < female

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Billboards and Advertisement

: around campus/university• Advertisement are where the shops are. Advertisement mean that “ Alcohol available here” • 1,010 of advertisement tag (934 in high density+77 in low

density)

• Flag tag (51.5 %) > Light tag (16.8%) >Fabric tag with name’s shop (6.6%)

• The others (16.4 %): Owners of alcohol branded merchandise

Tissue holder > Table cover= Umbrella > Lamp

> >

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Alcohol Marketing High VS Low density area

Promotion(Discount, Free gift, Promotion girl)

Not different , Sig

Alcohol Products(Variety*, Physical appearance*, Package/Container)

Different, Sig.

Price( Discount, Cost effectiveness, Free mixer, Price quote)

Different, Sig.

Environment of outlets(Good atmosphere, Transportation*, Anytime to get)

Sig.=0.249

Media , Communication channel(TV, billboards, Mobile media, Internet*)

Sig.0* Adjust Odds ratios (95% confidence interval)These factors influence to drinking behavior of students

Relationship between alcohol marketing & youth drinking practice

in different outlets density