Factors Influencing Alcohol Consumption of Students from One University in Phitsanulok
The purposes of this study were, firstly, to study the marketing factors that affect the decision to drink alcohol of Naresuan University students. Secondly, to study the demographic factors that affect the decision to drink alcohol of Naresuan University students. The samples of this study were 100 Naresuan University students. The majority of this study was female students. Most of the respondents were students who aged 20 – 22 years old. This study used descriptive statistics and inferential statistics in order to analyse the information. The results revealed that there were several factors that can affect alcohol consumption; demographic factors included gender, monthly income, age, and academic year and marketing factors included promotion, product, price and place. The strongest marketing factor was price. This study would help people who want to start up alcohol business close to Naresuan University understand better about students as the customer and also help existing alcohol store to develop their business. In addition, people can use the information from this thesis to find the way to prevent or reduce alcohol consumption of students.
Keywords - Alcohol consumption, Alcohol, Demographic factors, Marketing factors