Aug 12, 2015 - Pettigrew et al, (2000) highlighted that alcohol is known for its effect in ... Pettigrew and Charters, (2006) Measham, (2008) & Ormrod, (2009) ...
Original Paper
Volume 2
Issue 12
August 2015
International Journal of Informative & Futuristic Research
ISSN (Online): 2347-1697
Alcoholic Beverage Drinking Pattern Among Gender Paper ID Key Words
IJIFR/ V2/ E12/ 007
Page No.
4393-4406 Subject Area
Tourism, Hospitality & Hotel Mgmt.
Drinking Preferences, Alcoholic Beverages, Consumption, Patiala (Punjab)
Hardaman Singh Bhinder Assistant Professor Department of Tourism, Hospitality & Hotel Management Punjabi University, Patiala Abstract Due to changes occurring in societal norms, people attitude towards consuming alcoholic drinks are now socially acceptable. This leads to females/youngsters drinking in family environment or at commercially catering outlets. In India there is no uniform drinking pattern found among gender in different regions of India. Consumption of alcohol in India has been reported since ancient times however trends in the pattern and frequency of use have not been systematically studied. Present paper is an attempt to explore frequency and pattern of alcoholic beverage drinking among gender. The objective is to gather sufficient information on respondents drinking preferences and pattern. The sample was selected from the city of Patiala (Punjab). The sample size was 100 with a response rate of 75 %. The population sampled was urban males and females. Data collection was through questionnaire survey by direct observation method. The sample population studied consisted of a non-probability sampling. Convenience sampling was used to collect data from the respondents .The questionnaire was designed following a review of existing work in the field. The questionnaire was given to fill up to only those who consume alcoholic beverages. Independent variables that were assessed in this study were gender, age and income level. Dependent variables were frequency of consumption, place of purchase, time of consumption, reasons for consumptions, purchase criteria’s, preferences and reasons for purchase. Respondents were asked to select their answers from given options. For descriptive analysis purpose frequency and percentage was used. Chi Square test was applied for testing framed hypothesis.. Still there are gender differences on drinking pattern .In India there is no uniform drinking pattern found among gender in different regions of India. Drinking behavior pattern across India is changing with differences narrowing among gender. In the present paper, it has been observed there are significant difference exist among gender in terms of frequency of consumption .Similarly differences also exist among gender in terms of place from where they prefer to consume alcoholic beverages.
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406 1. Introduction Indian Alcoholic industry has an important role in economy as alcoholic beverage consumers are increasing in numbers. Indian alcoholic beverage manufactures are capturing international markets due to many joint ventures are taking place. Manufactures are coming up with different brands to cover preferences of different market segments .Due to changes occurring in societal norms, people attitude towards consuming alcoholic drinks are now socially acceptable. This leads to females/youngsters drinking in family environment or at commercially catering outlets. In India there is no uniform drinking pattern found among gender in different regions of India. Consumption of alcohol in India has been reported since ancient times however trends in the pattern and frequency of use have not been systematically studied. It was observed generally that some of the gender differences in drinking are cultural. Society differentiates gender roles for examples forbidding women to drink as a symbol of subservience. Present paper is an attempt to explore frequency and pattern of alcoholic beverage drinking among gender. The objective is to gather sufficient information on respondents drinking preferences and pattern.
2. Review of Literature
Cooper ML (1994) highlighted four drinking motives in his model among adolescents that is social, mood enhancement, coping and conformity. Social and mood enhancement motives meant to enhance positive states (reinforcement) and coping and conformity motives are intended to reduce negative states (reinforcement). Calahan et al., (1969) emphasized that Drinking practices have been found to vary according to age, sex, socio-economic status, income, education, ethnicity, religious affiliation, marital status, and urbanization Pettigrew et al, (2000) highlighted that alcohol is known for its effect in enhancing ones Sociability, as consuming alcohol could be a symbol of good fellowship and companionship. Drinking is an important element that symbolizes togetherness. Institute of Alcohol Studies, (2006) pointed out that other social reasons for drinking include to have fun, conform to peers, increase confidence in a social situation and so on. Bengal Vivek at el. (2005) conducted research study in southern India, 1471 female interviewed across urban and rural areas. Research highlighted that women drank significantly less than men on typical drinking occasions .Weekend drinking (after 5 p.m.) was the most frequent event for both men and women. An equal proportion of men and women users reported drinking every evening or almost every evening. This accounted for a fifth of both male and female users. But regular heavy drinking, probably qualifying for alcohol dependence, was also common. Kumar (1997) reported that a fifth of young people who frequented pubs on weekends were girls aged between 13-19 years. Interviews with women drinkers identified boredom and lack of work at home as factors for drinking among the high-income group; the lowincome group identified fatigue and spousal violence as triggers for drinking. Pettigrew and Charters, (2006) Measham, (2008) & Ormrod, (2009) stressed that Alcohol arguably is both the oldest social beverage and the substance most widely used by human beings. Its power to change behaviors positively and negatively is extraordinary, although both the reasons and effects for drinking vary widely from culture to culture.
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406
According to Wilsnack and Wilsnack (1997), gender differences in alcohol consumption are based on the ways each culture sees male and female roles. Consequently, gender differences in drinking vary according to cultural differences in social roles. Also, differences in alcohol use reflect the broader behavioral aspects of gender roles. Research on drinking patterns among women generally shows that women drink less than men (Wilsnack, 1996), across the developing (Assanang kornchai et al., 2003, Wei et al., 1999) and the developed world (Kraus et al., 2000). In fact, in all countries and historical periods studied, men have consumed more alcohol and reported more alcohol related problems than women (Fillmore et al., 1997). Reports from India on women’s drinking are sparse. Whatever data exists suggests that there are extreme gender differences in the prevalence of alcohol use.
3. Objectives Of The Present Research i.) To explore the responses of stakeholders on key determinants of industrial training effectiveness. ii.) To explore alcoholic beverage drinking pattern among gender wise
4. Research Questions
What is the frequency of alcoholic beverage consumption among gender? Where they prefer to purchase /consume alcoholic beverages? When they would like to consume? What purchase criteria’s they consider while purchasing alcoholic beverages? What are their reasons for consumptions? What are their drink preferences? What are their reasons for purchasing alcoholic beverages?
5. Research Hypothesis Based on the literature review and the key research questions of the present study, the following research hypothesis have been established and will be tested in this study. There is no significant difference exist on frequency of alcoholic beverage consumption patterns among gender. There is no significant difference exist among gender on place preferences for purchasing alcoholic beverages. There is no significant difference exists among gender on consumption time of alcoholic beverages. There is no significant differences exist for purchase criteria’s consideration among gender. There is no significant difference exists among gender on their reasons for consumption of alcoholic beverages. There is no significant difference exist among gender on preferences for alcoholic beverages. There is no significant difference exists among gender on reason marked for purchasing alcoholic beverages.
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406 6. Research Methodology This study is about a descriptive research which aims to explore alcohol consumption patterns among gender. The sample was selected from the city of Patiala (Punjab). The sample size was 100 with a response rate of 75 %. The population sampled was urban males and females. Data collection was through questionnaire survey by direct observation method. The sample population studied consisted of a non-probability sampling. Convenience sampling was used to collect data from the respondents .The questionnaire was designed following a review of existing work in the field .Research questions were developed based on previous research studies. In developing the questionnaire, the researcher adhered to the research questions. The questionnaire was given to fill up to only those who consume alcoholic beverages. Independent variables that were assessed in this study were gender, age and income level. Dependent variables were frequency of consumption, place of purchase, time of consumption, reasons for consumptions, purchase criteria’s, preferences and reasons for purchase. Respondents were asked to select their answers from given options. Questionnaire was distributed at public places such as mall, wine shops and eating joints. For descriptive analysis purpose frequency and percentage was used. Chi Square test was applied for testing framed hypothesis.
7. Results Analysis Table 1: Shows Gender Wise Profile of Respondents
Demographic
Frequency
Percentage
Male
50
67%
Female
25
33%
Sex
Frequency Distribution SEX Male
SEX Female
25 33%
50 67%
Figure 1: Gender wise % of Respondents.
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406 7.1 Frequency of consumption Majority of respondents marked their frequency of consumption of alcoholic beverage only during weekends and special occasions.
Every Days 9 12%
Once in a Week 11 15%
Frequency Distribution Frequency Of Consumption Special Occasion 15 20%
Weekends 29 38%
Alternative Days 11 15% Figure 2: Shows Respondents Frequency of Consumption
7.2 Gender Wise
Variables
Table 2: Gender wise Frequency of Consumption SEX Chi Test Male Female Chi P Table df f(%) f(%) Test Value Value
Special Occasion Weekends Alternative Frequency Of Days Consumption Every Days Once in a Week
6(8%)
9(12%)
18(24%)
11(14.7%)
11(14.7%)
0(0%)
9(12%)
0(0%)
6(8%)
5(6.7%)
16.251
0.003
4
9.488
Result
Significant
Among Males, it was found that majority of them reported to consume alcoholic beverages during weekends and some on alternative days. It was also observed that there were few respondents who take drinks every day. In case of females respondent’s majority of them take alcoholic beverages on weekends followed by special occasions. Whereas none of the female respondents were found having practice of consuming alcoholic beverages on alternative and every day basis.
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406 Hence there is a significant difference exist on frequency of alcoholic beverage consumption patterns among gender X2(4, N=75) =16.251, p=.003.
7.3 Place of Purchase Table 2: Respondents responses on their prefer place of purchase (Alcoholic Beverages )
Place
Place Of Purchase (Alcoholic Beverage)
f
%
Bar
21
28%
Wine Shop
27
36%
Restaurant
12
16%
Banquet
3
4%
Discotheque
11
15%
Others
1
1%
Majority of respondents preferred to purchase alcoholic beverage from Wine shops and bar. Discotheque Banquet
Others
Frequency Distribution
1%
15% Bar 28%
4%
Wine Shop 36% Restaurant 16% Figure 3: Shows Respondents Place of Purchase (Alcoholic Beverage)
Table 4: Respondents frequency of consumption.
Frequency Of Consumption
Pattern Special Occasion Weekends Alternative Days Every Days Once in a Week
f 15 29 11 9 11
% 20% 39% 15% 12% 15%
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406 Gender: SEX Variables
Female f(%)
Male f(%)
Chi Test
P Value
Chi Test Table df Value
Result
20(26.7%) 1(1.3%) Bar 20(26.7%) 7(9.3%) Wine Shop Place Of 3(4%) 9(12%) Restaurant Purchase 20.272 0.001 5 11.070 Significant (Alcoholic 1(1.3%) 2(2.7%) Banquet Beverage ) Discotheque 5(6.7%) 6(8%) 1(1.3%) 0(0%) Others Among Males, Majority of them prefer to purchase alcoholic beverages from Bar, Wine shops and Discotheque outlets. Very less percentage of respondents were reported that they purchased Alcoholic beverages /drinks from restaurant. In case of female’s respondent’s majority of them prefer to purchase it from restaurant outlets .By applying Chi square test ,it was found there is a significant difference exist among gender on place preferences for purchasing alcoholic beverages X2(5, N=75) =20.272, p=.001. 7.4 Time of Consumption Table 3 : Shows respondents responses on when they would like to consume Alcoholic Beverage
Time Of Consumption
Time
F
%
With Meals
33
44%
With Snacks
27
36%
Without any thing
2
3%
Others
13
17%
Majority of respondents preferred to have alcoholic beverages along with meals and snacks.
Frequency Distribution
Others Without any thing 3%
17%
With Meals 44% With Snacks 36%
Figure 3: Shows respondent responses break up (When they would like to consume)
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406 Gender SEX Variables
Male f(%)
Female f(%)
Chi Test
Chi Test P Table df Value Value
Result
With 23(30.7%) 10(13.3%) Meals With 17(22.7%) 10(13.3%) Snacks Not Time Of 1.458 0.692 3 7.815 Significant Consumption Without 2(2.7%) 0(0%) any thing 8(10.7%) 5(6.7%) Others In Both cases it was found that there is no significant difference exists among gender on consumption time of alcoholic beverages. Both groups would like to have alcoholic beverages along with meals and snacks X2(3, N=75) =1.458, p=.692.
8 Purchasing (Consideration Criteria) Table 4: Shows Respondents responses on purchase consideration criteria of Alcoholic Beverages
Criteria Brand Purchasing Price (Consideration Criteria) Varietal
f
%
21 28% 19 25% 21 28%
Alcohol Level 14 19% Purchasing (Criteria): It was observed that majority of respondents were marked equal consideration to Brand and Varietal criteria while purchasing alcoholic beverages. Alcohol Level
Frequency Distribution Brand
19%
28%
Varietal
Price 28% 25%
Figure 4: shows respondents break up on criteria consideration, while purchasing alcoholic beverages
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406 SEX Variables
Purchase Criteria’s
Brand Price Varietal Alcohol Level
Male f(%) 14(18.7%) 16(21.3%) 12(16%)
Female f(%) 7(9.3%) 3(4%) 9(12%)
8(10.7%)
6(8%)
Chi Test
P Value
Chi Test Table df Value
4.061
0.255
3
7.815
Result
Not Significant
Purchase Criteria’s: Among males, it was found that majority of respondents consider price criteria of alcoholic beverages followed by brand. Less percentage of respondents marked their purchase consideration for beverage alcoholic level at time of purchase. In case of females majority of them consider beverage varietal and followed by brand .Less percentage of female respondents marked their price criteria consideration for alcoholic beverage at time of purchase. It was found that there is no significant differences exist for purchase criteria’s consideration among gender. X2(3, N=75) =4.061, p=.255.
9 Reason for Consumption Table 5 Shows respondents responses on Reasons marked for Consuming Alcoholic Beverages Reasons
Reason for Consumption
For Fun
F 10
% 13%
For Relaxing
19
25%
Nothing Better to Do To overcome Stress
10 14
13% 19%
To Reduce Anxiety Level
8
11%
14 19% Feel Good Reason for Consumption: Major reason for consuming alcoholic beverages marked by respondents is for relaxing purpose and to feel good. SEX Chi Test Variables Male Female Chi P Table df Result f(%) f(%) Test Value Value 4(5.3%) 6(8%) For Fun For 12(16%) 7(9.3%) Relaxation Nothing 8(10.7%) 2(2.7%) Better to Do Not ReasonTo 5.200 0.392 5 11.070 Significant Consumption overcome 11(14.7%) 3(4%) Stress To Reduce 5(6.7%) 3(4%) Anxiety Level 10(13.3%) 4(5.3%) Feel Good
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406
Feel Good Reduce Anxiety Level
19%
Frequency Distribution
For Fun 13%
11% For Relaxing 19 25%
To overcome Stress
Nothing Better to Do
19%
13%
Figure 5: Shows Respondents responses on various reasons for consuming alcoholic beverages
Reasons for Consumption: It was found there is no significant difference exists among gender on their reasons for consumption of alcoholic beverages. Majority of Both males and females marked similar reasons for the consumption of alcoholic beverages .Both takes for relaxation, feel good ,to overcome stress and for fun X2(5, N=75) =5.200, p=.392.
10 Preference Table 6 Shows respondents Preferences for various Types of Alcoholic Beverages f % Beverages 3 4% Regular Bear 5 7% Light Bear 6 8% Strong 7 9% Gin 6 8% Vodka 7 9% Whisky Preference 4 5% Rum 9 Tequila 12% 4 5% Brandy 11 Wine 15% 5 7% Premixes 8 Cocktail 11% 0 0% Others
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Preference: Majority of respondents preferred to have Tequila, Wine and Cocktails.
Premixes
Cocktail 8 11%
Others 0 0%
Frequency Distribution
Regular Light Bear Bear 7%
4%
Strong
7%
8% Gin
Wine
9%
15%
Tequilla 12%
Rum 5%
Vodka
Brandy 4 5%
PREFRENCE Whisky 7 9%
8%
Figure 6: shows respondents responses on their preferred choice of Alcoholic Beverage
Variables Regular Bear Light Bear Strong Gin Vodka Whisky Preference Rum Tequila Brandy Wine Premixes Cocktail Others
SEX Male Female f(%) f(%) 2(2.7%)
1(1.3%)
4(5.3%) 5(6.7%) 6(8%) 3(4%) 5(6.7%) 4(5.3%) 6(8%) 3(4%) 5(6.7%) 3(4%) 4(5.3%) 0(0%)
1(1.3%) 1(1.3%) 1(1.3%) 3(4%) 2(2.7%) 0(0%) 3(4%) 1(1.3%) 6(8%) 2(2.7%) 4(5.3%) 0(0%)
Chi Test
P Value
Chi Test Table df Value
8.565
0.662
11
19.675
Result
Not Significant
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406 Preferences: There is no significant difference exist among gender on preferences for alcoholic beverages. Majority of males preferred tequila, Gin and Wine as their preferred choice of beverage .Whereas Females preferred cocktails, Vodka. X2(11, N=75) =8.565, p=.662.
11 Reason for Purchase Table7 : Shows respondents response on various reason for purchasing Alcoholic Beverage f Reasons % 30 Taste 40% 15 Less on pocket 20% 14 Reason for Purchase Peer Choice 19% 8 11% Get intoxicated Slowly 2 3% Others 6 8% To Get intoxicated Quickly Reason for Purchase: It was found that majority of respondents quoted taste and less on pocket factor for purchasing alcoholic beverages. To Get intoxicated Quickly
Frequency Distribution Others Taste
3% 8%
40%
Get intoxicated Slowly 10%
Peer Choice
Less on pocket
19%
20%
Figure 7 : Shows response on various reason for purchasing Alcoholic Beverage
Variables
ReasonPurchase
Taste Less on pocket Peer Choice Get intoxicated Slowly Others To Get intoxicated Quickly
SEX Male Female f(%) f(%) 21(28%) 9(12%) 12(16%)
3(4%)
7(9.3%)
7(9.3%)
6(8%)
2(2.7%)
2(2.7%)
0(0%)
2(2.7%)
4(5.3%)
Chi Test
P Value
Chi Test Table df Value
7.348
0.196
5
11.070
Result
Not Significant
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International Journal of Informative & Futuristic Research (IJIFR) Volume - 2, Issue - 12, August 2015 24th Edition, Page No: 4393-4406 Reasons –Purchase: It was found that there is no significant difference exists among gender on reason marked for purchasing alcoholic beverages. Both case respondents marked taste factor for purchasing their preferred alcoholic beverage. X2(5, N=75) =7.348, p=196. 12. Discussion Results coincide with research findings of (Wilsnack, 1996), research highlighted that drinking patterns among women generally shows that women drink less than men (Wilsnack, 1996), across the developing (Assanang kornchai et al., 2003, Wei et al., 1999) and the developed world (Kraus et al., 2000).In the present paper it has been observed that female’s respondents prefer to consume alcoholic beverages on weekends and special occasions .Where as males prefer to consume on alternative days. Females prefer to consume alcoholic beverages at restaurants .None of the female respondents prefer to buy from wine shops. In terms of purchase criteria’s males have more consideration on brand than on alcoholic level and females purchase consideration is on alcoholic level of the alcoholic beverage. Both males and females have similar reasons for consuming alcoholic beverages. Institute of Alcohol Studies, (2006) pointed out that other social reasons for drinking include to have fun, conform to peers, increase confidence in a social situation and so on. Females prefer to drink wine and cocktails whereas males respondents have preferences for whisky, gin and wine.
13. Conclusion Due to changes occurring in societal norms, people attitude towards consuming alcoholic drinks are now socially acceptable. Still there are gender differences on drinking pattern .In India there is no uniform drinking pattern found among gender in different regions of India.. Drinking behavior pattern across India is changing with differences narrowing among gender. In the present paper, it has been observed there are significant difference exist among gender in terms of frequency of consumption .Similarly differences also exist among gender in terms of place from where they prefer to consume alcoholic beverages.
Limitations
A survey sample consists of sample size and not to a wide variety of people. It must be admitted that some of the observations made in this paper are based on very small sample sizes Results will not directly relate to an entire population. Marital status of the respondents was not considered as a variable in the study
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