Description
Project explaining what are the Effects of Consumption of Different types of Alcohol on Motivational and Behavioral factors of college going students.. IN DETAIL..
PROJECT ON-
MOTIVATIONAL BEHAVIOURAL FACTORS ALCOHOL
AND
AFFECTING
CONSUMPTION AMONG COLLEGE STUDENTS GOING
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OVERVIEW The global distribution of average volume of alcohol consumption and patterns of drinking.
Patterns of drinking were measured by an index composed of several indicators for heavy drinking occasions, an indicator of drinking with meals and an indicator of public drinking. Average volume of consumption was assessed by sex and age within each country, and patterns of drinking only by country; estimates for the global sub regions were derived from the population-weighted average of the countries. For more than 90% of the world population, per capita consumption was known, and for more than 80% of the world population, survey data were available. FINDINGS: On the country level, average volume of alcohol consumption and patterns of drinking were independent. There was marked variation between WHO sub regions on both dimensions. Average volume of drinking was highest in established market economies in Western Europe and the former Socialist economies in the Eastern part of Europe and in North America and lowest in the Eastern Mediterranean region and parts of Southeast Asia including India. Patterns were most detrimental in the former Socialist economies in the Eastern part of Europe, in Middle and South America and parts of Africa. Patterns were least detrimental in Western Europe and in developed countries in the Western Pacific region (e.g., Japan). CONCLUSIONS: Although exposure to alcohol varies considerably between regions, the overall exposure by volume is quite
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high and patterns are relatively detrimental. The predictions for the future are not favorable, both with respect to average volume and to patterns of drinking.
Alcohol consumption may be considered a taboo in our part of the world but still it always catches the fantasy of a majority of the people. Alcohol available in the market is of various types, however here we have tried to bring details of the few that have been consumed frequently across all nations.
Beer
Along with wine, beer is probably one of the oldest alcoholic beverages known to man and the most popular one at that. All over the world, with the possible exception of France, Italy and Portugal, people guzzle beer in copious quantities. Even in India, beer is one of the fastest growing segments within the liquor industry. But it is in England and Germany where beer drinking takes on an entirely new meaning. It is, in fact, almost a religion. Consider the numerous English pubs with their individualistic styles of beers; the stein wielding barmaids at a German beer garden. It is a way of life rather than the road to destruction. You could go on a `beer trail' and drink zillion different kinds of `tap' in one evening, then wonder how the simple beer could reach heights thought unattainable. Read on to figure out the basics about beer, how it's
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made, what the different types of beer are, what's the best way to drink it, so on and so forth. Technically speaking, there are two basic styles of beer - lagers and ales different in the type of yeast used to brew it. This is what gives ales (top fermenting yeast) its characteristic hoppy (bitter) tastes, thicker texture and darker colour. Lagers (bottom fermenting yeast) are lighter and they are what we get in India. What then is a Pilsner? A lager made in the style of that brewed in the Czechoslovakian town of Pilsen. A simple breakdown might make this easier. Lagers (3.2 - 4.5% alcohol) light-coloured lager dark lager Pilsner light/diet beer malt liquor (strong beer over 5% alcohol) Bock beer (sweet, heavy lager with a max of 3.5%alcohol) Ales (4.4 - 6% alcohol) Pale ale Brown ale Porter Stout Draught is unpasteurised beer, fresh though faintly yeasty and keeps for about a week. Ice Beer is a new addition with a curious process - the brew is brought down to freezing temperature which concentrates it, increases the alcoholic content and imparts a crisp, clean flavour to the beer. Unlike wines, most beers do not keep and are best consumed within six months (bottles). Some big international names in beers are Budweiser, Heineken, Fosters, Coors, Carlsberg, Michelob, Amstel, Guiness, Oranjeboom, San Miguel, Stella Artois, Kirin, Tiger, and Anchor amongst a host of brands. After the
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commercial beer boom of recent years, there has been a decided shift in the focus to small `microbreweries' both in the US as well as Europe. These small units are committed to reviving the old, individual style of beers, which have greater depth and character than the mass-produced `lights'. Rather than just purely refresh, these micro beers are appreciated for their finesse and `breeding'. A concept not likely to arrive in India in the near future.
Indian Scene
Not that we haven't had our share of innovation. Years ago, in the early eighties, Associated Breweries (of London Pilsner fame) launched London Stout into a market not quite ready for such adventure. It was soon shelved. They were also the first to introduce the concept of `diet' beer. This time they were just about there and the consumers were more accepting, albeit slowly. Soon after came the first cans in Seagull (Doburg Breweries) and Jubilee (UB) to a still adolescent market. Both crashed. Breweries already operate on much smaller margins than the IMFL market. Setting up a beer plant is very expensive and at this rate, the industry is likely to show no appreciable growth. It is already exaggerated at 10%. Maharashtra is the highest consumer of beer and has registered a rise from 100-lakh cases in '91 to 120 lakh cases in '96, an average growth of 3%. Draught beer is around 10% of the beer market here with all three major players enjoying a similar share. Nationally, the draught beer and canned beer shares are under
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5%. The only beers that consistently fared well were the strong or fermented beers, which gave rise to the spurt in the category. Khajuraho, Haywards 2000 and 5000, and others of this ilk flourished and continue to do so. In fact, the strong beer segment is growing at a much faster rate than the mild. From a market share of 28% in 1991, it has cornered between 35 - 40% by the end of '97. In the mild beer segment, the UB group is the market leader once more with strength of 12 breweries nationally and a market share of over 40% of the approximately 55 million case beer industry. Their two biggest brands are Kingfisher and Kalyani Black labels. Mohan Meakins with its flagship Golden Eagle and others attracts an 18 - 20% market share followed by Shaw Wallace with Haywards and Royal Challenge premium lager at around 15%. Then comes Associated Breweries with London Pilsner at 6%. Mysore Breweries with Knockout, Cobra and Pal's is a serious contender as are Arlem, Mount Shivalik and a plethora of regional brands. Sandpiper from Inertia Industries, a beer that stormed the Indian market with its aggressive marketing, was thrown by the imposition of prohibition in Haryana where its lone brewery was located. With Haryana’s return to the real world, this young brand has its second lease to make it big. Our first taste of an international beer came in a can. Stroh's, the great American beer, stormed the market and within a short period has established itself as a force to reckon with. Hakke Beck in collaboration with Him Neel Breweries has yet to make a dent while San Miguel, the Fillipino giant working with Associated Breweries,
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is seriously making its presence felt. Its advertising campaign though raises an eyebrow or two! Foster's, Australia's mega brand, has also thrown its hat into the ring and its logos alone have given it great visibility. The ad campaign reinforces the distinct Australian identity of the brand.
Vodka
There is a small section of historians who strongly support the theory that it was vodka that was in great measure responsible for the `bloody' end of the Czarist regime in Russia! The Reds, it appears, made up for lost drinking time imposed by the imperial ban of 1914 (as a war-time measure), fuelling the already existing mayhem. Crazy idea, what? Not quite. Attempts to re-impose the ban on vodka after the revolution in 1917 failed miserably with Lenin resignedly saying, "Drunkenness is better than slavery!" Vodka has its origins in Russia, but it has been distilled in Poland and Finland as well since forever. The base is usually grain (wheat, rye, corn), though in Scandinavia they use a lot of potato - and call their drink `aquavit'. In Denmark and certain parts of Central Europe it is known as `schnapps'. Schnapps and aquavit are quite often flavoured, but are drunk much in the same way as vodka is - ice-cold in small shooter glasses, and neat; accompanied by caviar and other strong fishy stuff.
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Tequila
If there ever was a spirit replete with history, mystery and intrigue, it must be tequila. Even today, years after its arrival on bar shelves, tequila is often regarded as a strange Mexican potion containing worms, hallucinogens, et al. And these same wondrous attributes have probably contributed towards establishing tequila as the most `hip' liquor to drink. Almost everyone I meet seems to want to know where they can find a bottle of this happening liquor. Yet most are uncertain about what it really is. There seems to be a strange fascination for drinking something which might have a worm floating in it. Yuck! Does it really?? Let's discover the inside story. Tequila-like spirits have been produced in Mexico from the age of the Aztecs, long before the arrival of its Spanish conquerors in the 16th century. It was in 1795 that Jose Cuervo, under a license from the government, began distilling tequila in the region of Jalisco (which includes the town of Tequila), where there was an ample supply of the Weber blue agave `cactus'. Actually, the agave is not a cactus at all but a sort of succulent, related to the aloe and lily family! Jose Cuervo is still one of the foremost brands of tequila in the world. Types: Silver: Most silver tequila is filtered, brought to potable strength with demineralized water and bottled straight from the still. Ultra premium silver tequila is often left unfiltered. El Tesoro, 100% blue agave tequila, is not
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diluted at all - distilled to proof. Fine silver tequilas can be surprisingly smooth and peppery. Gold: the colour of gold tequila comes from the addition of caramel to silver tequila and not from age. Reposados: This tequila is aged in wooden barrels for between two months to a year and is mellow enough without losing the fresh spiritless of the silver. Anejos (aneho): To be eligible for the anejo label, the tequila must be aged in oak barrels for over a year. The ageing leaves the tequila smooth and lush with a warm amber hue. Much like whisky, anejos show characteristic tannin flavours with a hint of vanilla. A deep golden colour often indicates the addition of caramel.
Rum
The name is doubtless American. A manuscript description of Barbadoes, written twenty-five years after the English settlement of the island in 1651, is thus quoted in The Academy: "The chief fudling they make in the island is Rumbullion, alias Kill-Divil, and this is made of sugar canes distilled, a hot, hellish, and terrible liquor." This is the earliest-known allusion to the liquor rum; the word is held by some antiquaries in what seems rather a strained explanation to be the gypsy rum, meaning potent, or mighty. The word rum was at a very early date adopted and used as English university slang. The
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oldest American reference to the word rum (meaning the liquor) which I have found is in the act of the General Court of Massachusetts in May, 1657, prohibiting the sale of strong liquors "whether known by the name of rumme, strong water, wine, brandy, etc., etc." The traveler Josselyn wrote of it, terming it that "cursed liquor rum, rum bullion or kill-devil." English sailors still call their grog rum bowling. But the word rum in this word and in rum booze and in rum fustian did not mean rum; it meant the gypsy adjective powerful. Rum booze or ram booze, distinctly a gypsy word, and an English university drink also, is made of eggs, ale, wine, and sugar. Rum fustian was made of a quart of strong beer, a bottle of white wine or sherry, half a pint of gin, the yolks of twelve eggs, orange peel, nutmeg, spices, and sugar. Rumbarge is another mixed drink of gypsy name. It will be noted that none of these contains any rum.
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Executive Summary:
1. The research was conducted with a prime objective of finding out the factors motivating the consumption of alcohol 2. The study clearly shows 3 major reasons for the consumption of alcohol among college going students. They are: • Peer pressure: pressure from friends who are already consuming alcohol • To give company: to those friends who consume just in order to spend time with them as a majority of the respondents have more than 5 friends who consume alcohol. • Pretend to be tough: since the teens today consider those who do not consume alcohols as not “cool” and also consider them as sissy. 3. The study was conducted among college going
students right from the junior level to the last year of senior college
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Problem Statement:
To find out the motivational & behavioral factors affecting alcohol consumption amongst college-going students.
Research Objective:
To find out: 1. consumption of alcohol 2. difference in consumption between the heavy and light consumers 3. motivational factors affecting the decision to consume 4. behavioral factors affecting the decision to consume Among the college going students
Sampling Design:
The following are the types of sampling techniques ? Non-probability following ? Convenience Sampling ? Judgmental sampling ? Quota Sampling ? Probability Techniques: it consist of the following ? Simple Random Sampling ? Systematic sampling techniques: it consists of the
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? Stratified Random Sampling ? Cluster Sampling As per our survey requirements we selected
Convenience Sampling. Sampling requires the following 2 characteristics for a good overall result: 1. Accuracy: The degree to which bias is absent from the sample. 2. Precision: It should fully represent its population in all respects
Relevant population:
The relevant population in our research study is college going students who consume as well as do not consume alcohol.
Data source
The background 100 information respondents. was We collected also by interviewing collected
information regarding the various types of alcohol that are most frequently consumed by the masses from the website Tulleeho.com.
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RESEARCH DESIGN
A research design is the detailed blueprint guide a research study toward its objectives. The many process of designing a research The study used to
involves
interrelated
decisions.
most
significant
decision is the choice of research approach, because it determines how the information will be obtained. Our research aims to give answers to the following questions ? ? Do people consume alcohol or not Distinguishing consumption patterns on the basis of gender ? The reasons for consuming alcohol as also the reasons for not consuming alcohol ? Further detailed questions on the various reasons short listed ? ? Consumption of the people on an average basis Problems encountered after consumption of alcohol(aimed for the heavy drinkers)
Instrument
The instrument used of for the the research is the of questionnaire. thorough The questionnaire was prepared after a overall consumption
knowledge
alcohol in India. The basic aim was to find the factors
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which lead the college going students into consuming alcohol.
DATA COLLECTION
The questionnaire was prepared by the members of the group collectively and the administration of the survey was carried out by the same group. Location The survey was conducted among college of Andheri & Juhu. Data collection time The questionnaires were administered from the second week of January to the second week of February 2004 to collect the response. The team took around 4 weeks of time to gather all the relevant information. Field instructions The team conducting the interview was expected to explain the questions properly to the respondents so as to obtain accurate data.
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DATA ANALYSIS;
Data handling: The collected data was handled carefully in the form of filled-up questionnaires. The response was then transferred manually to a paper spread sheet that is Microsoft Excel. Software’s used for the analysis SPSS & Microsoft Excel package was extensively used to analyze the data. Data presentation The collected graphs, data is presented in the form of Bar and tables according to the
Pie-chart
requirement of the project.
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FINDINGS
Number of people consuming alcohol
90 80 70 60 50 40 30 20 10 0 yes no 17 83
Out of the total number of students surveyed 83% of them consume alcohol, thus showing a pattern that a majority of the individuals consume alcohol on the whole in addition to the other non-alcoholic beverages.
Not consuming but willing to consume
90 80 70 60 50 40 30 20 10 0 yes no n/a 1 16 83
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Out of those who do not consume alcohol, 1% are willing to try (N/A refers to those who are already consuming alcohol)
Gender and Consumption patterns of the respondants
70 60 50 40 30 20 10 0 yes no 22 13 4 male female 61
This graph suggests that 61 out of 74 males consume alcohol whereas 22 females out of 26 consume alcohol. It shows a pattern that a high percentage of the alcohol consumers were males but then we cannot hide the fact that the rate of females consuming alcohol is also on the rise. It also suggests that 13 out of 74 males and 4 out of 26 females don’t consume alcohol.
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Comparison of the ages when males and females started consumption
20 15 10 5 1 0 12 1 14 4 2 15 16 age 17 18 5 3 2 19 1 20 20 15 10 male female 19
This graph suggest that most of the males in the survey have started consuming alcohol at the age 16, followed by the age group of 18 years and then followed by the males at the age of 17 years. The maximum number of females have started consuming alcohol at the age of 17 years and then by females at the age of 16 years. It shows a very interesting fact that the females have started consumption only after entering into the junior college while a few of the male population have stared consuming alcohol in their school days as well.
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Consume for tasting purposes or not
no tasting
23
yes
60
0
10
20
30
40
50
60
In the survey out of total number of individuals 60 are willing to consume alcohol only for tasting purpose whereas 23 individual are heavy drinkers and are not concerned about the taste of the alcohol.
Preference for a particular alcoholic beverage
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40 35 30 25 20 15 10 5 0 BEER 19
10
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VODKA
RUM
WHISKEY
This graph shows that Maximum number of respondents prefer vodka followed by beer, rum and whiskey. Among the vodka drinkers a majority have shown preference for the Smirnoff brand closely followed by the Romanov brand. Beer drinkers have shown a very high preference for the Fosters brand while the Haywards brand is not too
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far away. Rum drinkers have shown high preference for the Old Monk brand, while whiskey drinkers prefer local or Indian brands rather than the expensive foreign brands.
frequency of consumption
13% 43% 3 months monthly weekly 24% > once a week parties 12% 8%
From the above graph the following can be inferred: • • • • 13% are the rare drinkers. 24% drink monthly. 43% consume alcohol at specific occasions or parties. 12% are heavy drinkers.
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quantity consume last month
5% 24%
1%
1-2 drinks 3-4 drinks 5-6 drinks > 6 drinks 70%
This pie chart explains that in the previous month maximum number of the respondents had consumed on an average only 1-2 drinks, whereas the heavy drinker’s consumption was only 1%.
quantity usually consumed
10%
29%
1-2 drinks 3-4 drinks 5-6 drinks 61%
From the above graph the following is evident: • • • maximum number of the respondents consume only 1 or 2 drinks the heavy drinkers are only 10% who consume 5 or more drinks 29% are medium drinkers with an average consumption of 3-4 drinks
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Factors affecting decision to consume
45 40 35 30 25 20 15 10 5 0
PEER PRETEND PRESSURE TO BE TOUGH
GIVE PLEASURE COMPANY
NONE
The above given bar chart is extremely important from the viewpoint of our research study. It shows us that the major factor contributing towards consumption of alcohol is to give company to others drinking. The second highest reason given by the respondents as to what is the motivating factor behind them towards consuming alcohol is “for pleasure”. The other reasons specified by the respondents are pressure from friends and pretend to be tough. A few of the people have specified no specific reason as to the motivating factor for their consumption. Peer pressure refers to the fact that the current generation of teenagers feel that if you do not consume alcohol then you are considered to be “uncoil” or an outcaste. Such a peer pressure leads to the consumption of alcohol among those who want to be considered as one of the members of the “cool” present generations. This pressure also leads to the non-consumers to consume in order to be pretending to be tough.
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Another major factor that has been observed is that people consume alcohol to enjoy the sheer pleasure of the drinks. Respondents have been found to consume alcohol to enjoy the reaction of these drinks. They say that it leads to a good feeling of relieved mental status; it gives a feeling of being on top of the world.
number of friends of respondant that consume
60 50 40 30 20 10 0 1-2 friends 3-5 friends > 5 friends 6 20 57
This graph has been provided with intent to make a further inroad into the investigation which would prove that on the major factors for consumption of alcohol is the company of friends. Here the graph clearly shows a majority of the friends of the respondents are involved in consuming alcohol.
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do friends force for consumption?
35 30 25 20 15 10 5 0 a lot some not much not at all 10 16 25 32
This graph shows us the quite a high percentage of the friends of the respondent do not force or force not a great deal for consumption of alcohol. There are also quite a few cases of respondents where their friends force them a lot towards consumption of alcohol.
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Place of consumption of alcohol
9% 28% HOME FRIENDS PLACE BAR PARTY 13% 50%
The above given graph is one of the most important research objectives since it show the “fear factor” clearly among the consuming masses. The graph shows that a majority of the respondents consume alcohol not at their homes, but instead at a friend’s place which is empty in the sense that the friend’s parents are out of town. Those who are consuming alcohol at their homes do so only when their house is empty or when the respondent’s parents are aware of their child’s consumption of alcohol. The other considerably high percentage of place of consumption is the parties which is expected as earlier it has been seen that a high percentage of respondents consume alcohol at special occasions and at parties.
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Amounts that the respondant spends on alcohol in a month
> Rs 350
Rs 200 - 350
Rs 100 - 200
< Rs 100 0 5 10 15 20 25 30 35 40 45 50
This chart shows the amount of money spent on consumption of alcohol among the consuming class. A majority of them a re within the range of rs.100 or less which refers basically to those consuming 1-2 drinks. The no. of people spending between the range of rs.100-200 and 200-350 are almost same. These respondents may be linked to the and have a preference for beer which is cheaper than the others. Ones who consume 3-4 drinks and have a preference for vodka and rum which is comparatively expansive than the beer. Those spending more than rs.350 monthly are those who consume alcohol on more than once a week and consume 5 or more drinks.
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do parents of respondants consume?
60 50 40 30 20 10 0 yes no
This chart shows us how many of the parents of the respondents consume alcohol or not.
are parents aware of the consumption?
43 42 41 40 39 38 yes no
This graph shows us that a staggering number of parents are aware of their child’s consumption of alcohol.
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CONSUME * PARENTS Cross tabulation
PARENTS yes 45 45 Total no 38 17 55 83 17 100
CONSUME Total
yes no
The above given table shows an important cross tabulation in the research process. It shows an important relationship between the 2 variables. It shows the number of respondents and the parents both consume or not. The above table shows that there are 45% respondents whose parents also consume alcohol while 38 are those who are consuming even though their parents are not consuming alcohol. This shows that one of the major factors may be that the respondents try to imitate their parents who are often their role models as is normally been observed in the Indian scenario. Those whose parents are not consuming but then also the respondents consume may be due to the factors that have been discussed above.
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consumption pattern of respondant & friends
60 50 40 30 20 10 0 1-2 friends 3-5 friends > 5 friends yes no
This graph shows that a majority of the respondents who are having 5 or more friends who consume alcohol are also consuming alcohol. This proves one of the points that one of the motivating factors is peer pressure.
start age of respondants consuming alcohol
30 25 20 15 10 5 0 12 14 15 16 age 17 18 19 20
This graph shows that on the whole respondents consuming alcohol have begun their consumption on the ages of 16, 17 and 18. These are the most
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vulnerable ages as these are the ages when an ordinary teenager crosses the bounds of the school and enters an entire new world of college going students.
Some
interesting
facts
about
alcohol
consumption Alcohol consumption creates poverty
Information presented to us indicates that our poor and our rural communities are more seriously affected. Alcohol consumption exacerbates poverty.
In Sri Lanka and Malaysia alcohol consumption is higher among poor families. In the rural areas in both countries, those who drink do so heavily, mainly locally produced alcohol. Poor households tend to spend a greater percentage of their income on alcohol. A study on the urban poor in Sri Lanka showed families that consumed alcohol spend more than 30 per cent of their total expenditure on alcohol. Another survey conducted in six Sri Lankan districts found that between 30 and 50 per cent of the income of low-income families was spent on alcohol and tobacco. Another 1997 survey found that the total expenditure on tobacco and alcohol exceeded the amount of government assistance given to the community under the government's poverty alleviation programmed.
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In India household expenditure on alcohol varies between 3–45 per cent of their income. Alcohol misuse is one of the main killers of young men in India today. But its real impact is on the social and family dynamics that underlie its communities. Domestic violence and an exacerbation of poverty have made alcohol misuse the single most important problem for women in India.
In Thailand, household expenditure on alcohol has increased from 1.2 to 2.5 per cent. Though the figure is small at the moment, it is on an upward trend.
In Malaysia, the biggest victims of alcohol are the poor, particularly the rural Indian laborers who work in rubber and oil palm estates. Here alcohol is a major factor in exacerbating poverty. They drink samsu, (a locally distilled potent spirit) and toddy. Of the 200,000 drinkers, 75 per cent are samsu drinkers. A regular drinker can down six bottles a day, which works out to RM9.00 or about three-quarters of his daily pay. In a month he can spend about RM300 on samsu which is about how much he earns.
The samsu menace ruins families and contributes to the breakdown of the basic social fabric of society. Often it is the women who bear the brunt of this problem – wife battery, discord in the home, abused and deprived children, non-working or chronically ill husbands who become a burden to both the family and society. Besides loss in family income, the burden on the family is worsened when the drinker falls ill, cannot work and needs medical treatment.
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This pattern of locally brewed alcohol gripping the lives of poor people is evident in other developing countries around Asia.
Children and alcohol
In Western Europe there is a trend where more teenagers are turning to alcohol at a younger and younger age. This trend is also creeping into Asia. In Thailand, Malaysia, and the Philippines more teenagers are starting to drink alcoholic beverages at an earlier age. In the Philippines 15-16 year olds are drinking and the age is dropping to 12 years. In Thailand 50 per cent of children start drinking before the age of 15 years. 45 per cent of Malaysian youth fewer than 18 consume alcohol regularly. Of all the legal and illegal drugs, alcohol is by far the most widely used by teenagers, and according to a national survey many are regularly drinking to excess.
In 1997 Alcopops, or alcoholic lemonades and sodas with 4-5 per cent alcohol hit Malaysia and targeted the youths. They went by brand names such as Hooch, Stinger, DNA and Two Dogs and the bottles were colourful with cartoon characters which clearly indicated they were designed to appeal to youth. They were initially sold in nightspots and soon made their way to supermarkets and sold along with soft drinks. In the UK alcopops have been in the centre of controversies and studies show that they contribute to an increase in underage drinking.
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Loss for the nation
Drinking costs a nation billions of dollars. While the hidden cost has not been calculated for many of our countries, the burden on any nation is bound to be substantial when the cost of medical care, lost productivity through absenteeism, accidents at work, loss of job skills, salaries for police and social workers, court costs, damage to property and cars, insurance payments, etc. are added together.
Some figures: Malaysia - 38 per cent of those who died in road accidents; 30 per cent of hospital admissions for head injuries, 25 per cent below average in work performance of alcoholics ; 10 per cent reported having health problems; Alcoholics are 16 times more likely to be absent from their jobs Thailand – 62 per cent of traffic accident victims; India – 300 die from methanol poisoning; 3000 suffer long term disabilities such as blindness; 10 per cent of male suicides; Sri Lanka – the number of liver cirrhosis patients is increasing, among oral cancer patients 68 per cent were alcohol users; driving under influence of alcohol is 20 per 100,000 Myanmar (Burma) – 11 per cent of psychiatric inpatients received primary diagnosis of alcohol dependence.
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Prohibition – India's experience
In Asia's context, India's experience serves as a good reference as to whether prohibition is the right strategy to adopt. Prohibition is enshrined in the Constitution of India and the states of Andhra Pradesh, Haryana and Gujarat have imposed it. The Andhra people were formerly among the heaviest drinkers in India.
The women blamed arrack, the local liquor popular among the rural folk, for rising domestic violence and the impoverishment of families. A grassroots movement led by women led to prohibition, which brought a dramatic effect on society. However, Andhra Pradesh had to reverse the prohibition policy for several reasons including smuggling, failure of the state agencies to monitor the state's long border, illicit brewing, which had gone up by 20-30 times, and loss of revenue. What is clear is there must be well-grounded economic policy in place such as taxation of various kinds, safeguards against corruption, measures to deter illegal production, promotion of a social climate which discourages drinking, along with efficient enforcement, if prohibitions are to work.
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Conclusion
The conclusions observed by the group after conducting the analysis of the data collected are given below. More and more people are indulging in consumption of alcohol. The prime reason has been peer pressure and as a result giving company to the friends. It has been observed that friends of the respondents consuming alcohol are for a majority more than 5. Thus as a result, the respondent also starts consuming alcohol to be part of that group of people who are often looked up to by the rest of the fraternity. Another possible reason for giving company would be that the respondent does not want to felt left out of the discussions that usually follow these booze parties where maximum consumption of alcohol takes place and are arranged by those who are either living alone or have the house empty for a few days. Another very important factor that has come to light that the college students consume alcohol because they want to feel the “kick” that these beverages deliver. A large number of respondents have responded that they consume alcohol for the pleasure that drinking alcohol delivers. They do so in order to lose their senses on purpose in order to enjoy their own fantasy world which they might develop after the influence of intoxicants. They feel like they are on the top of the world as they lose all their senses and in the process also forget any worries of studies that may have been generated due to exposure to higher competition and also higher level of education.
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This point can be proved as the maximum number of respondents has started consumption of alcohol at the age of 16 when they must have freshly graduated from high school, being exposed to the cruel and competitive world for the first time in their lives. In order to forget all this and relieve the extra burden or pressure an average youth may start consuming alcohol. Friends forcing one to consume alcohol have also been seen on the higher side which may also lead to the consumption of alcohol. Alcohol consumption has also lead to various problems to the respondents but then also these people are not willing to give up their new addiction. A major problem that has been observed is the shortage of money due to excessive spending on the alcohol consumption. This proves a point that the factors explained above are stronger influences than the factors which would prevent one from consuming alcohol. An important point that has been revealed in the course of the study was that those who do not consume alcohol do so because of the following reasons: • • • • fear of parents fear of disappointing parents parents themselves do not consume alcohol do not want to get addicted to any intoxicant
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Limitations:
1. Small size of the samples 2. This results in a high variance of errors 3. Convenience sampling method used which may not find much fondness with other researchers. 4. Error sizes may be very huge due to this method of sampling
Annexures:
MOTIVATIONAL & BEHAVIORAL FACTORS AFFECTING ALCOHOL CONSUMPTION AMONGST COLLEGE-GOING STUDENTS.
1. 2. 3. 4. 5. 6. Name: Gender: College: Class Level: Pocket Money: Have you consumed alcohol before: If No, then go to 8. 7. Have you consumed alcohol for other than tasting purposes: 8. Are you willing to try: If Yes, then go to 10. 9. If No, then why not: 10. At what age did you start consumption: 11. Which of the following types of alcohol have you tried: 12. Of those specified in 11, which do you prefer to consume the most: 13. Any brand in particular: 14. Why: 15. How frequently do you consume alcohol: 16. How much do you drink at a given point of time:
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17. How often in the last month have you had alcohol to drink: 18. Which of the following factors affect your decision to consume alcohol: 19. How many of your friends consume alcohol: 20. How often have your friends asked you to consume alcohol: 21. How much would your friends stop you from consuming alcohol: 22. Of the following, where do you normally consume alcohol: 23. How much do you spend on alcohol in one month: 24. Has your drinking alcohol caused you any of the following problems: 25. Do any of your parents consume alcohol: 26. Are your parents aware about your alcohol consumption 27. Have you tried to quit: 28. If Yes, how successful was it: Other charts and cross tabulations that were used in the research process have been provided in the work sheets attached
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doc_573441662.doc
Project explaining what are the Effects of Consumption of Different types of Alcohol on Motivational and Behavioral factors of college going students.. IN DETAIL..
PROJECT ON-
MOTIVATIONAL BEHAVIOURAL FACTORS ALCOHOL
AND
AFFECTING
CONSUMPTION AMONG COLLEGE STUDENTS GOING
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OVERVIEW The global distribution of average volume of alcohol consumption and patterns of drinking.
Patterns of drinking were measured by an index composed of several indicators for heavy drinking occasions, an indicator of drinking with meals and an indicator of public drinking. Average volume of consumption was assessed by sex and age within each country, and patterns of drinking only by country; estimates for the global sub regions were derived from the population-weighted average of the countries. For more than 90% of the world population, per capita consumption was known, and for more than 80% of the world population, survey data were available. FINDINGS: On the country level, average volume of alcohol consumption and patterns of drinking were independent. There was marked variation between WHO sub regions on both dimensions. Average volume of drinking was highest in established market economies in Western Europe and the former Socialist economies in the Eastern part of Europe and in North America and lowest in the Eastern Mediterranean region and parts of Southeast Asia including India. Patterns were most detrimental in the former Socialist economies in the Eastern part of Europe, in Middle and South America and parts of Africa. Patterns were least detrimental in Western Europe and in developed countries in the Western Pacific region (e.g., Japan). CONCLUSIONS: Although exposure to alcohol varies considerably between regions, the overall exposure by volume is quite
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high and patterns are relatively detrimental. The predictions for the future are not favorable, both with respect to average volume and to patterns of drinking.
Alcohol consumption may be considered a taboo in our part of the world but still it always catches the fantasy of a majority of the people. Alcohol available in the market is of various types, however here we have tried to bring details of the few that have been consumed frequently across all nations.
Beer
Along with wine, beer is probably one of the oldest alcoholic beverages known to man and the most popular one at that. All over the world, with the possible exception of France, Italy and Portugal, people guzzle beer in copious quantities. Even in India, beer is one of the fastest growing segments within the liquor industry. But it is in England and Germany where beer drinking takes on an entirely new meaning. It is, in fact, almost a religion. Consider the numerous English pubs with their individualistic styles of beers; the stein wielding barmaids at a German beer garden. It is a way of life rather than the road to destruction. You could go on a `beer trail' and drink zillion different kinds of `tap' in one evening, then wonder how the simple beer could reach heights thought unattainable. Read on to figure out the basics about beer, how it's
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made, what the different types of beer are, what's the best way to drink it, so on and so forth. Technically speaking, there are two basic styles of beer - lagers and ales different in the type of yeast used to brew it. This is what gives ales (top fermenting yeast) its characteristic hoppy (bitter) tastes, thicker texture and darker colour. Lagers (bottom fermenting yeast) are lighter and they are what we get in India. What then is a Pilsner? A lager made in the style of that brewed in the Czechoslovakian town of Pilsen. A simple breakdown might make this easier. Lagers (3.2 - 4.5% alcohol) light-coloured lager dark lager Pilsner light/diet beer malt liquor (strong beer over 5% alcohol) Bock beer (sweet, heavy lager with a max of 3.5%alcohol) Ales (4.4 - 6% alcohol) Pale ale Brown ale Porter Stout Draught is unpasteurised beer, fresh though faintly yeasty and keeps for about a week. Ice Beer is a new addition with a curious process - the brew is brought down to freezing temperature which concentrates it, increases the alcoholic content and imparts a crisp, clean flavour to the beer. Unlike wines, most beers do not keep and are best consumed within six months (bottles). Some big international names in beers are Budweiser, Heineken, Fosters, Coors, Carlsberg, Michelob, Amstel, Guiness, Oranjeboom, San Miguel, Stella Artois, Kirin, Tiger, and Anchor amongst a host of brands. After the
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commercial beer boom of recent years, there has been a decided shift in the focus to small `microbreweries' both in the US as well as Europe. These small units are committed to reviving the old, individual style of beers, which have greater depth and character than the mass-produced `lights'. Rather than just purely refresh, these micro beers are appreciated for their finesse and `breeding'. A concept not likely to arrive in India in the near future.
Indian Scene
Not that we haven't had our share of innovation. Years ago, in the early eighties, Associated Breweries (of London Pilsner fame) launched London Stout into a market not quite ready for such adventure. It was soon shelved. They were also the first to introduce the concept of `diet' beer. This time they were just about there and the consumers were more accepting, albeit slowly. Soon after came the first cans in Seagull (Doburg Breweries) and Jubilee (UB) to a still adolescent market. Both crashed. Breweries already operate on much smaller margins than the IMFL market. Setting up a beer plant is very expensive and at this rate, the industry is likely to show no appreciable growth. It is already exaggerated at 10%. Maharashtra is the highest consumer of beer and has registered a rise from 100-lakh cases in '91 to 120 lakh cases in '96, an average growth of 3%. Draught beer is around 10% of the beer market here with all three major players enjoying a similar share. Nationally, the draught beer and canned beer shares are under
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5%. The only beers that consistently fared well were the strong or fermented beers, which gave rise to the spurt in the category. Khajuraho, Haywards 2000 and 5000, and others of this ilk flourished and continue to do so. In fact, the strong beer segment is growing at a much faster rate than the mild. From a market share of 28% in 1991, it has cornered between 35 - 40% by the end of '97. In the mild beer segment, the UB group is the market leader once more with strength of 12 breweries nationally and a market share of over 40% of the approximately 55 million case beer industry. Their two biggest brands are Kingfisher and Kalyani Black labels. Mohan Meakins with its flagship Golden Eagle and others attracts an 18 - 20% market share followed by Shaw Wallace with Haywards and Royal Challenge premium lager at around 15%. Then comes Associated Breweries with London Pilsner at 6%. Mysore Breweries with Knockout, Cobra and Pal's is a serious contender as are Arlem, Mount Shivalik and a plethora of regional brands. Sandpiper from Inertia Industries, a beer that stormed the Indian market with its aggressive marketing, was thrown by the imposition of prohibition in Haryana where its lone brewery was located. With Haryana’s return to the real world, this young brand has its second lease to make it big. Our first taste of an international beer came in a can. Stroh's, the great American beer, stormed the market and within a short period has established itself as a force to reckon with. Hakke Beck in collaboration with Him Neel Breweries has yet to make a dent while San Miguel, the Fillipino giant working with Associated Breweries,
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is seriously making its presence felt. Its advertising campaign though raises an eyebrow or two! Foster's, Australia's mega brand, has also thrown its hat into the ring and its logos alone have given it great visibility. The ad campaign reinforces the distinct Australian identity of the brand.
Vodka
There is a small section of historians who strongly support the theory that it was vodka that was in great measure responsible for the `bloody' end of the Czarist regime in Russia! The Reds, it appears, made up for lost drinking time imposed by the imperial ban of 1914 (as a war-time measure), fuelling the already existing mayhem. Crazy idea, what? Not quite. Attempts to re-impose the ban on vodka after the revolution in 1917 failed miserably with Lenin resignedly saying, "Drunkenness is better than slavery!" Vodka has its origins in Russia, but it has been distilled in Poland and Finland as well since forever. The base is usually grain (wheat, rye, corn), though in Scandinavia they use a lot of potato - and call their drink `aquavit'. In Denmark and certain parts of Central Europe it is known as `schnapps'. Schnapps and aquavit are quite often flavoured, but are drunk much in the same way as vodka is - ice-cold in small shooter glasses, and neat; accompanied by caviar and other strong fishy stuff.
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Tequila
If there ever was a spirit replete with history, mystery and intrigue, it must be tequila. Even today, years after its arrival on bar shelves, tequila is often regarded as a strange Mexican potion containing worms, hallucinogens, et al. And these same wondrous attributes have probably contributed towards establishing tequila as the most `hip' liquor to drink. Almost everyone I meet seems to want to know where they can find a bottle of this happening liquor. Yet most are uncertain about what it really is. There seems to be a strange fascination for drinking something which might have a worm floating in it. Yuck! Does it really?? Let's discover the inside story. Tequila-like spirits have been produced in Mexico from the age of the Aztecs, long before the arrival of its Spanish conquerors in the 16th century. It was in 1795 that Jose Cuervo, under a license from the government, began distilling tequila in the region of Jalisco (which includes the town of Tequila), where there was an ample supply of the Weber blue agave `cactus'. Actually, the agave is not a cactus at all but a sort of succulent, related to the aloe and lily family! Jose Cuervo is still one of the foremost brands of tequila in the world. Types: Silver: Most silver tequila is filtered, brought to potable strength with demineralized water and bottled straight from the still. Ultra premium silver tequila is often left unfiltered. El Tesoro, 100% blue agave tequila, is not
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diluted at all - distilled to proof. Fine silver tequilas can be surprisingly smooth and peppery. Gold: the colour of gold tequila comes from the addition of caramel to silver tequila and not from age. Reposados: This tequila is aged in wooden barrels for between two months to a year and is mellow enough without losing the fresh spiritless of the silver. Anejos (aneho): To be eligible for the anejo label, the tequila must be aged in oak barrels for over a year. The ageing leaves the tequila smooth and lush with a warm amber hue. Much like whisky, anejos show characteristic tannin flavours with a hint of vanilla. A deep golden colour often indicates the addition of caramel.
Rum
The name is doubtless American. A manuscript description of Barbadoes, written twenty-five years after the English settlement of the island in 1651, is thus quoted in The Academy: "The chief fudling they make in the island is Rumbullion, alias Kill-Divil, and this is made of sugar canes distilled, a hot, hellish, and terrible liquor." This is the earliest-known allusion to the liquor rum; the word is held by some antiquaries in what seems rather a strained explanation to be the gypsy rum, meaning potent, or mighty. The word rum was at a very early date adopted and used as English university slang. The
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oldest American reference to the word rum (meaning the liquor) which I have found is in the act of the General Court of Massachusetts in May, 1657, prohibiting the sale of strong liquors "whether known by the name of rumme, strong water, wine, brandy, etc., etc." The traveler Josselyn wrote of it, terming it that "cursed liquor rum, rum bullion or kill-devil." English sailors still call their grog rum bowling. But the word rum in this word and in rum booze and in rum fustian did not mean rum; it meant the gypsy adjective powerful. Rum booze or ram booze, distinctly a gypsy word, and an English university drink also, is made of eggs, ale, wine, and sugar. Rum fustian was made of a quart of strong beer, a bottle of white wine or sherry, half a pint of gin, the yolks of twelve eggs, orange peel, nutmeg, spices, and sugar. Rumbarge is another mixed drink of gypsy name. It will be noted that none of these contains any rum.
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Executive Summary:
1. The research was conducted with a prime objective of finding out the factors motivating the consumption of alcohol 2. The study clearly shows 3 major reasons for the consumption of alcohol among college going students. They are: • Peer pressure: pressure from friends who are already consuming alcohol • To give company: to those friends who consume just in order to spend time with them as a majority of the respondents have more than 5 friends who consume alcohol. • Pretend to be tough: since the teens today consider those who do not consume alcohols as not “cool” and also consider them as sissy. 3. The study was conducted among college going
students right from the junior level to the last year of senior college
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Problem Statement:
To find out the motivational & behavioral factors affecting alcohol consumption amongst college-going students.
Research Objective:
To find out: 1. consumption of alcohol 2. difference in consumption between the heavy and light consumers 3. motivational factors affecting the decision to consume 4. behavioral factors affecting the decision to consume Among the college going students
Sampling Design:
The following are the types of sampling techniques ? Non-probability following ? Convenience Sampling ? Judgmental sampling ? Quota Sampling ? Probability Techniques: it consist of the following ? Simple Random Sampling ? Systematic sampling techniques: it consists of the
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? Stratified Random Sampling ? Cluster Sampling As per our survey requirements we selected
Convenience Sampling. Sampling requires the following 2 characteristics for a good overall result: 1. Accuracy: The degree to which bias is absent from the sample. 2. Precision: It should fully represent its population in all respects
Relevant population:
The relevant population in our research study is college going students who consume as well as do not consume alcohol.
Data source
The background 100 information respondents. was We collected also by interviewing collected
information regarding the various types of alcohol that are most frequently consumed by the masses from the website Tulleeho.com.
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RESEARCH DESIGN
A research design is the detailed blueprint guide a research study toward its objectives. The many process of designing a research The study used to
involves
interrelated
decisions.
most
significant
decision is the choice of research approach, because it determines how the information will be obtained. Our research aims to give answers to the following questions ? ? Do people consume alcohol or not Distinguishing consumption patterns on the basis of gender ? The reasons for consuming alcohol as also the reasons for not consuming alcohol ? Further detailed questions on the various reasons short listed ? ? Consumption of the people on an average basis Problems encountered after consumption of alcohol(aimed for the heavy drinkers)
Instrument
The instrument used of for the the research is the of questionnaire. thorough The questionnaire was prepared after a overall consumption
knowledge
alcohol in India. The basic aim was to find the factors
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which lead the college going students into consuming alcohol.
DATA COLLECTION
The questionnaire was prepared by the members of the group collectively and the administration of the survey was carried out by the same group. Location The survey was conducted among college of Andheri & Juhu. Data collection time The questionnaires were administered from the second week of January to the second week of February 2004 to collect the response. The team took around 4 weeks of time to gather all the relevant information. Field instructions The team conducting the interview was expected to explain the questions properly to the respondents so as to obtain accurate data.
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DATA ANALYSIS;
Data handling: The collected data was handled carefully in the form of filled-up questionnaires. The response was then transferred manually to a paper spread sheet that is Microsoft Excel. Software’s used for the analysis SPSS & Microsoft Excel package was extensively used to analyze the data. Data presentation The collected graphs, data is presented in the form of Bar and tables according to the
Pie-chart
requirement of the project.
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FINDINGS
Number of people consuming alcohol
90 80 70 60 50 40 30 20 10 0 yes no 17 83
Out of the total number of students surveyed 83% of them consume alcohol, thus showing a pattern that a majority of the individuals consume alcohol on the whole in addition to the other non-alcoholic beverages.
Not consuming but willing to consume
90 80 70 60 50 40 30 20 10 0 yes no n/a 1 16 83
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Out of those who do not consume alcohol, 1% are willing to try (N/A refers to those who are already consuming alcohol)
Gender and Consumption patterns of the respondants
70 60 50 40 30 20 10 0 yes no 22 13 4 male female 61
This graph suggests that 61 out of 74 males consume alcohol whereas 22 females out of 26 consume alcohol. It shows a pattern that a high percentage of the alcohol consumers were males but then we cannot hide the fact that the rate of females consuming alcohol is also on the rise. It also suggests that 13 out of 74 males and 4 out of 26 females don’t consume alcohol.
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Comparison of the ages when males and females started consumption
20 15 10 5 1 0 12 1 14 4 2 15 16 age 17 18 5 3 2 19 1 20 20 15 10 male female 19
This graph suggest that most of the males in the survey have started consuming alcohol at the age 16, followed by the age group of 18 years and then followed by the males at the age of 17 years. The maximum number of females have started consuming alcohol at the age of 17 years and then by females at the age of 16 years. It shows a very interesting fact that the females have started consumption only after entering into the junior college while a few of the male population have stared consuming alcohol in their school days as well.
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Consume for tasting purposes or not
no tasting
23
yes
60
0
10
20
30
40
50
60
In the survey out of total number of individuals 60 are willing to consume alcohol only for tasting purpose whereas 23 individual are heavy drinkers and are not concerned about the taste of the alcohol.
Preference for a particular alcoholic beverage
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40 35 30 25 20 15 10 5 0 BEER 19
10
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VODKA
RUM
WHISKEY
This graph shows that Maximum number of respondents prefer vodka followed by beer, rum and whiskey. Among the vodka drinkers a majority have shown preference for the Smirnoff brand closely followed by the Romanov brand. Beer drinkers have shown a very high preference for the Fosters brand while the Haywards brand is not too
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far away. Rum drinkers have shown high preference for the Old Monk brand, while whiskey drinkers prefer local or Indian brands rather than the expensive foreign brands.
frequency of consumption
13% 43% 3 months monthly weekly 24% > once a week parties 12% 8%
From the above graph the following can be inferred: • • • • 13% are the rare drinkers. 24% drink monthly. 43% consume alcohol at specific occasions or parties. 12% are heavy drinkers.
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quantity consume last month
5% 24%
1%
1-2 drinks 3-4 drinks 5-6 drinks > 6 drinks 70%
This pie chart explains that in the previous month maximum number of the respondents had consumed on an average only 1-2 drinks, whereas the heavy drinker’s consumption was only 1%.
quantity usually consumed
10%
29%
1-2 drinks 3-4 drinks 5-6 drinks 61%
From the above graph the following is evident: • • • maximum number of the respondents consume only 1 or 2 drinks the heavy drinkers are only 10% who consume 5 or more drinks 29% are medium drinkers with an average consumption of 3-4 drinks
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Factors affecting decision to consume
45 40 35 30 25 20 15 10 5 0
PEER PRETEND PRESSURE TO BE TOUGH
GIVE PLEASURE COMPANY
NONE
The above given bar chart is extremely important from the viewpoint of our research study. It shows us that the major factor contributing towards consumption of alcohol is to give company to others drinking. The second highest reason given by the respondents as to what is the motivating factor behind them towards consuming alcohol is “for pleasure”. The other reasons specified by the respondents are pressure from friends and pretend to be tough. A few of the people have specified no specific reason as to the motivating factor for their consumption. Peer pressure refers to the fact that the current generation of teenagers feel that if you do not consume alcohol then you are considered to be “uncoil” or an outcaste. Such a peer pressure leads to the consumption of alcohol among those who want to be considered as one of the members of the “cool” present generations. This pressure also leads to the non-consumers to consume in order to be pretending to be tough.
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Another major factor that has been observed is that people consume alcohol to enjoy the sheer pleasure of the drinks. Respondents have been found to consume alcohol to enjoy the reaction of these drinks. They say that it leads to a good feeling of relieved mental status; it gives a feeling of being on top of the world.
number of friends of respondant that consume
60 50 40 30 20 10 0 1-2 friends 3-5 friends > 5 friends 6 20 57
This graph has been provided with intent to make a further inroad into the investigation which would prove that on the major factors for consumption of alcohol is the company of friends. Here the graph clearly shows a majority of the friends of the respondents are involved in consuming alcohol.
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do friends force for consumption?
35 30 25 20 15 10 5 0 a lot some not much not at all 10 16 25 32
This graph shows us the quite a high percentage of the friends of the respondent do not force or force not a great deal for consumption of alcohol. There are also quite a few cases of respondents where their friends force them a lot towards consumption of alcohol.
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Place of consumption of alcohol
9% 28% HOME FRIENDS PLACE BAR PARTY 13% 50%
The above given graph is one of the most important research objectives since it show the “fear factor” clearly among the consuming masses. The graph shows that a majority of the respondents consume alcohol not at their homes, but instead at a friend’s place which is empty in the sense that the friend’s parents are out of town. Those who are consuming alcohol at their homes do so only when their house is empty or when the respondent’s parents are aware of their child’s consumption of alcohol. The other considerably high percentage of place of consumption is the parties which is expected as earlier it has been seen that a high percentage of respondents consume alcohol at special occasions and at parties.
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Amounts that the respondant spends on alcohol in a month
> Rs 350
Rs 200 - 350
Rs 100 - 200
< Rs 100 0 5 10 15 20 25 30 35 40 45 50
This chart shows the amount of money spent on consumption of alcohol among the consuming class. A majority of them a re within the range of rs.100 or less which refers basically to those consuming 1-2 drinks. The no. of people spending between the range of rs.100-200 and 200-350 are almost same. These respondents may be linked to the and have a preference for beer which is cheaper than the others. Ones who consume 3-4 drinks and have a preference for vodka and rum which is comparatively expansive than the beer. Those spending more than rs.350 monthly are those who consume alcohol on more than once a week and consume 5 or more drinks.
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do parents of respondants consume?
60 50 40 30 20 10 0 yes no
This chart shows us how many of the parents of the respondents consume alcohol or not.
are parents aware of the consumption?
43 42 41 40 39 38 yes no
This graph shows us that a staggering number of parents are aware of their child’s consumption of alcohol.
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CONSUME * PARENTS Cross tabulation
PARENTS yes 45 45 Total no 38 17 55 83 17 100
CONSUME Total
yes no
The above given table shows an important cross tabulation in the research process. It shows an important relationship between the 2 variables. It shows the number of respondents and the parents both consume or not. The above table shows that there are 45% respondents whose parents also consume alcohol while 38 are those who are consuming even though their parents are not consuming alcohol. This shows that one of the major factors may be that the respondents try to imitate their parents who are often their role models as is normally been observed in the Indian scenario. Those whose parents are not consuming but then also the respondents consume may be due to the factors that have been discussed above.
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consumption pattern of respondant & friends
60 50 40 30 20 10 0 1-2 friends 3-5 friends > 5 friends yes no
This graph shows that a majority of the respondents who are having 5 or more friends who consume alcohol are also consuming alcohol. This proves one of the points that one of the motivating factors is peer pressure.
start age of respondants consuming alcohol
30 25 20 15 10 5 0 12 14 15 16 age 17 18 19 20
This graph shows that on the whole respondents consuming alcohol have begun their consumption on the ages of 16, 17 and 18. These are the most
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vulnerable ages as these are the ages when an ordinary teenager crosses the bounds of the school and enters an entire new world of college going students.
Some
interesting
facts
about
alcohol
consumption Alcohol consumption creates poverty
Information presented to us indicates that our poor and our rural communities are more seriously affected. Alcohol consumption exacerbates poverty.
In Sri Lanka and Malaysia alcohol consumption is higher among poor families. In the rural areas in both countries, those who drink do so heavily, mainly locally produced alcohol. Poor households tend to spend a greater percentage of their income on alcohol. A study on the urban poor in Sri Lanka showed families that consumed alcohol spend more than 30 per cent of their total expenditure on alcohol. Another survey conducted in six Sri Lankan districts found that between 30 and 50 per cent of the income of low-income families was spent on alcohol and tobacco. Another 1997 survey found that the total expenditure on tobacco and alcohol exceeded the amount of government assistance given to the community under the government's poverty alleviation programmed.
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In India household expenditure on alcohol varies between 3–45 per cent of their income. Alcohol misuse is one of the main killers of young men in India today. But its real impact is on the social and family dynamics that underlie its communities. Domestic violence and an exacerbation of poverty have made alcohol misuse the single most important problem for women in India.
In Thailand, household expenditure on alcohol has increased from 1.2 to 2.5 per cent. Though the figure is small at the moment, it is on an upward trend.
In Malaysia, the biggest victims of alcohol are the poor, particularly the rural Indian laborers who work in rubber and oil palm estates. Here alcohol is a major factor in exacerbating poverty. They drink samsu, (a locally distilled potent spirit) and toddy. Of the 200,000 drinkers, 75 per cent are samsu drinkers. A regular drinker can down six bottles a day, which works out to RM9.00 or about three-quarters of his daily pay. In a month he can spend about RM300 on samsu which is about how much he earns.
The samsu menace ruins families and contributes to the breakdown of the basic social fabric of society. Often it is the women who bear the brunt of this problem – wife battery, discord in the home, abused and deprived children, non-working or chronically ill husbands who become a burden to both the family and society. Besides loss in family income, the burden on the family is worsened when the drinker falls ill, cannot work and needs medical treatment.
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This pattern of locally brewed alcohol gripping the lives of poor people is evident in other developing countries around Asia.
Children and alcohol
In Western Europe there is a trend where more teenagers are turning to alcohol at a younger and younger age. This trend is also creeping into Asia. In Thailand, Malaysia, and the Philippines more teenagers are starting to drink alcoholic beverages at an earlier age. In the Philippines 15-16 year olds are drinking and the age is dropping to 12 years. In Thailand 50 per cent of children start drinking before the age of 15 years. 45 per cent of Malaysian youth fewer than 18 consume alcohol regularly. Of all the legal and illegal drugs, alcohol is by far the most widely used by teenagers, and according to a national survey many are regularly drinking to excess.
In 1997 Alcopops, or alcoholic lemonades and sodas with 4-5 per cent alcohol hit Malaysia and targeted the youths. They went by brand names such as Hooch, Stinger, DNA and Two Dogs and the bottles were colourful with cartoon characters which clearly indicated they were designed to appeal to youth. They were initially sold in nightspots and soon made their way to supermarkets and sold along with soft drinks. In the UK alcopops have been in the centre of controversies and studies show that they contribute to an increase in underage drinking.
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Loss for the nation
Drinking costs a nation billions of dollars. While the hidden cost has not been calculated for many of our countries, the burden on any nation is bound to be substantial when the cost of medical care, lost productivity through absenteeism, accidents at work, loss of job skills, salaries for police and social workers, court costs, damage to property and cars, insurance payments, etc. are added together.
Some figures: Malaysia - 38 per cent of those who died in road accidents; 30 per cent of hospital admissions for head injuries, 25 per cent below average in work performance of alcoholics ; 10 per cent reported having health problems; Alcoholics are 16 times more likely to be absent from their jobs Thailand – 62 per cent of traffic accident victims; India – 300 die from methanol poisoning; 3000 suffer long term disabilities such as blindness; 10 per cent of male suicides; Sri Lanka – the number of liver cirrhosis patients is increasing, among oral cancer patients 68 per cent were alcohol users; driving under influence of alcohol is 20 per 100,000 Myanmar (Burma) – 11 per cent of psychiatric inpatients received primary diagnosis of alcohol dependence.
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Prohibition – India's experience
In Asia's context, India's experience serves as a good reference as to whether prohibition is the right strategy to adopt. Prohibition is enshrined in the Constitution of India and the states of Andhra Pradesh, Haryana and Gujarat have imposed it. The Andhra people were formerly among the heaviest drinkers in India.
The women blamed arrack, the local liquor popular among the rural folk, for rising domestic violence and the impoverishment of families. A grassroots movement led by women led to prohibition, which brought a dramatic effect on society. However, Andhra Pradesh had to reverse the prohibition policy for several reasons including smuggling, failure of the state agencies to monitor the state's long border, illicit brewing, which had gone up by 20-30 times, and loss of revenue. What is clear is there must be well-grounded economic policy in place such as taxation of various kinds, safeguards against corruption, measures to deter illegal production, promotion of a social climate which discourages drinking, along with efficient enforcement, if prohibitions are to work.
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Conclusion
The conclusions observed by the group after conducting the analysis of the data collected are given below. More and more people are indulging in consumption of alcohol. The prime reason has been peer pressure and as a result giving company to the friends. It has been observed that friends of the respondents consuming alcohol are for a majority more than 5. Thus as a result, the respondent also starts consuming alcohol to be part of that group of people who are often looked up to by the rest of the fraternity. Another possible reason for giving company would be that the respondent does not want to felt left out of the discussions that usually follow these booze parties where maximum consumption of alcohol takes place and are arranged by those who are either living alone or have the house empty for a few days. Another very important factor that has come to light that the college students consume alcohol because they want to feel the “kick” that these beverages deliver. A large number of respondents have responded that they consume alcohol for the pleasure that drinking alcohol delivers. They do so in order to lose their senses on purpose in order to enjoy their own fantasy world which they might develop after the influence of intoxicants. They feel like they are on the top of the world as they lose all their senses and in the process also forget any worries of studies that may have been generated due to exposure to higher competition and also higher level of education.
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This point can be proved as the maximum number of respondents has started consumption of alcohol at the age of 16 when they must have freshly graduated from high school, being exposed to the cruel and competitive world for the first time in their lives. In order to forget all this and relieve the extra burden or pressure an average youth may start consuming alcohol. Friends forcing one to consume alcohol have also been seen on the higher side which may also lead to the consumption of alcohol. Alcohol consumption has also lead to various problems to the respondents but then also these people are not willing to give up their new addiction. A major problem that has been observed is the shortage of money due to excessive spending on the alcohol consumption. This proves a point that the factors explained above are stronger influences than the factors which would prevent one from consuming alcohol. An important point that has been revealed in the course of the study was that those who do not consume alcohol do so because of the following reasons: • • • • fear of parents fear of disappointing parents parents themselves do not consume alcohol do not want to get addicted to any intoxicant
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Limitations:
1. Small size of the samples 2. This results in a high variance of errors 3. Convenience sampling method used which may not find much fondness with other researchers. 4. Error sizes may be very huge due to this method of sampling
Annexures:
MOTIVATIONAL & BEHAVIORAL FACTORS AFFECTING ALCOHOL CONSUMPTION AMONGST COLLEGE-GOING STUDENTS.
1. 2. 3. 4. 5. 6. Name: Gender: College: Class Level: Pocket Money: Have you consumed alcohol before: If No, then go to 8. 7. Have you consumed alcohol for other than tasting purposes: 8. Are you willing to try: If Yes, then go to 10. 9. If No, then why not: 10. At what age did you start consumption: 11. Which of the following types of alcohol have you tried: 12. Of those specified in 11, which do you prefer to consume the most: 13. Any brand in particular: 14. Why: 15. How frequently do you consume alcohol: 16. How much do you drink at a given point of time:
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17. How often in the last month have you had alcohol to drink: 18. Which of the following factors affect your decision to consume alcohol: 19. How many of your friends consume alcohol: 20. How often have your friends asked you to consume alcohol: 21. How much would your friends stop you from consuming alcohol: 22. Of the following, where do you normally consume alcohol: 23. How much do you spend on alcohol in one month: 24. Has your drinking alcohol caused you any of the following problems: 25. Do any of your parents consume alcohol: 26. Are your parents aware about your alcohol consumption 27. Have you tried to quit: 28. If Yes, how successful was it: Other charts and cross tabulations that were used in the research process have been provided in the work sheets attached
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