The influence of local gin bitters advertisements on the consumption behaviour of Ghanaians

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Periodical article

Title:	The influence of local gin bitters advertisements on the consumption behaviour of Ghanaians
Author:	Ofori-Kwakye, Eric
Year:	2010
Periodical:	Legon Journal of Sociology (ISSN 0855-6261)
Volume:	4
Issue:	1
Pages:	1-18
Language:	English
Geographic term:	Ghana
Subjects:	alcoholic beverages advertising consumption
Abstract:	The purpose of this study is to determine whether local gin bitters adverts influence the consumption behaviour of Ghanaians. The study uses a mixed methods approach though it remains largely quantitative. A semi-structured questionnaire comprising mainly of open-ended and some closed-ended questions was used to gather data from 160 alcohol users. The major finding indicates that consumers of local gin bitters, irrespective of their level of education, were not influenced by their knowledge of the alcohol content of the drink and as such followed the 'peripheral route' to drinking. Bibliogr., notes, sum. [Journal abstract, edited]