Market Research Presentation was made by 2nd year students in the University of Westminster

1. “The influence of alcohol
consumption on university
students aged 18 to 24”
BKEY501 BUSINESS RESEARCH AND
PROFESSIONAL PRACTICE
Lisa,
Jelizaveta
Amrit Giri
Hyoung-Sob Kim
Jonghwan
Seminar leader -Koko Kondo

2. Introduction
“The influence of alcohol consumption on university
students aged 18 to 24”
In this presentation we are going to analyze primary and
secondary data we have collected in relation to why students
drink
•Drinking alcohol has been a part of the national culture and the
subject of drinking alcohol amongst children and young people
particularly has never failed to appear in the headlines and is a
continuous topic for debate.
•From 'binge Britain' to 'mothers ruin' its impact on individuals and
families is one on which everyone has an opinion. (Guardian,
2014)

3. Objectives
1. To establish the influence of the alcohol on the university
students and evaluate trends in last 5 years.
2. To identify what influences young adults to drink. These
are:
Peer pressure
Exposure to the advertisement
Lack of education
3. To understand how much young adults drink on an
average night out
4. To understand how often young adults tend to drink?
The type of drink they are; social and casual etc.

4. Key Literature Review
 “Motivation to drink alcohol in first year university
students : having a good time or simply coping?”
produced by Mobach, Thomas and Macaskill, Ann.
- Supports objectives 1&2
 “Reported levels of alcohol consumption and binge
drinking within the UK undergraduate student
population over the last 25 years” published by Oxford
Journals
- Supports objectives 1&2 and 3
 “Young people and alcohol factsheet” – published by
Institute of Alcohol Studies
- Supports objectives 1,2,3 and 4

5. Methodology
Qualitative and Quantitative methods: Secondary research
 Articles by: Oxford Journal: “Reported levels of alcohol
consumption and binge drinking within the UK
undergraduate student population over the last 25
years”
 The guardian: “Drink, not fees is the biggest problem at
universities’,
 Institute of alcohol studies: “Young people and alcohol
factsheet”
Reasons:
• Ease of access
• No cost acquired

6. Methodology
Qualitative and Quantitative methods: Primary research
 Use of questionnaires and focus groups for
primary research
• 100 questionnaires explain
• 6 members for the focus group, 3 male and 3
females
Reasons:
• Reliability
• Answers specific questions

7. Questionnaire results
31
69

8. Questionnaire results

9. Questionnaire results

10. Questionnaire results

11. Questionnaire results

12. How much do you spend on a
weekly basis on alcohol?

13. Focus Group
Peer pressure does
not encourage
me to drink…
Laura
Peer pressure
barely has any
effect on binge
drinking…George
I’d rather be sober
than drunk so I
know how my
night went…
Michael

14. Focus group
Advertisement
does not affect
me. I buy the
brands that I am
familiar with…
Anna
Alcohol
advertisement
does not make
me want to drink.
I drink when I
want to…Adam
In my opinion, I
think lower class
people tend to
drink more…
Edward

15. Conclusion
• A overall trend cannot be identified
• Insufficient response rate
• Majority of students drink under 5 units on the
usual night out
• Pricing has no influence on students
• 39 students drink only occasionally
• 73 out of 100 spend less than 50 pounds a week

16. Recommendations
Use different method of research, such as face to
face interview and/or telephone interviews
Survey more people
Have larger focus group
Use more reliable literature reviews

17. Reflection
• Our objectives were not specific enough
• We had to adjust along the way
• For example: the first coursework we talk about
positive and negative effects of alcohol. We had to
eliminate this objective because it was irrelevant.
• Before we had 3 objectives whereas now we have 4.
• Second coursework helped us to understand the
importance of both primary and secondary research.
• We thought the use of internet-mediated
questionnaires would give us the most respondents.

18. References
Advantages and disadvantages of observation - University of Strathclyde.
2014. Advantages and disadvantages of observation - University of Strathclyde.
[ONLINE] Available
at:http://www.strath.ac.uk/aer/materials/3datacollection/unit5/advantagesanddisa
dvantagesofobservation/. [Accessed 02 April 2014].
Developing autonomous learning in first year university students using
perspectives from positive psychology. 2014. [Online] Available at
http://shura.shu.ac.uk/5767/1/Macaskill_Autonomous_learning_in_first_year__uni
versity_students.pdf [Accessed 01 April 2014]
Introduction | Society | theguardian.com . 2014. Introduction | Society |
theguardian.com . [ONLINE] Available at:
http://www.theguardian.com/alcoholandyoungpeople/introduction. [Accessed 25
March 2014].
Reported levels of alcohol consumption and binge drinking within the uk
undergraduate student population over the last 25 years. 2014. Reported level of
alcohol consumption and binge drinking within the UK undergraduate student
population over last 25 years. [ONLINE] Available at:
http://alcalc.oxfordjournals.org/content/37/2/109.full. [Accessed 02 April 2014].
Young people and alcohol - IAS . 2014. Young people and alcohol – IAS.
[ONLINE] Available at: http://www.ias.org.uk/Alcohol-knowledge-centre/Young-people-
and-alcohol.aspx. [Accessed 12 February 2014].