Do promotional strategies of alcohol do more harm than good; A study of social marketing brand immage on nightclubs in Cardiff
Cardiff Metropolitan University
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The primary focus for this dissertation was to better understand the underlying effects of alcohol promotion in regards to the venues equity and sales levels, as well as evaluating the consumer's perception of these venues and what actions they take towards these promotions. Such a study is of importance due to the increasing concern surrounding alcohol abuse and over-consumption, contributing to the rise in alcohol related crime, health risks and overall concern amongst society, with the blame being placed upon the venues offering alcohol and their promotions, but is this accusation correct? The research approach adopted in this dissertation was based on a review of current literature and a combination of collecting quantitative data, through surveying consumers, and qualitative data, through interviewing drink-in venue representatives, therefore allowing for the triangulation of data and well structured arguments
BA (Hons) Business and Management
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