Abstract:
The study investigated the effect of time-based advertisement of alcoholic beverage on the consumer behaviour of young people and was aimed specifically at investigating the effect of time-based advertisement on the attitude towards alcoholic beverage advertisement and brand awareness. Data was sampled from 200 respondents within the age range of twenty and forty-nine years. Using explanatory study design, the study used SPSS version 21 to achieve factor analysis and inferential statistical techniques. The study revealed that the relationship between time-based advertisement and attitude of young people towards alcoholic beverage advertisement is a mixed one depending on the component of attitude under consideration. The study also found that time-based advertisement is inversely related to two dimensions of attitude towards advertisement whilst time based-advertisement was found to be positively related to one dimensions of attitude towards alcoholic beverage advertisement. The study also revealed that time-based advertisement is inversely related to brand image awareness, however, the other dimensions of brand awareness were found to be insignificantly related to time-based advertisement. In relation to the relationship between attitude towards advertisement and brand awareness, the study revealed that some dimensions of purchase intention are positive and significantly related to time-based advertisement whilst other dimensions are not significantly related to time-based advertisement. The study therefore concluded that generally time-based advertisement adversely affect young people’s behaviour towards alcoholic beverage. The study therefore recommends that players in the alcoholic beverage industry must find other means to communicate brand information to young people.
