Topic: Annotated Bibliography.

Title:

Is it ethical for retailers to intentionally promote alcohol to young adults? Why, or why not? Would your response vary according to type and/or quantity of alcohol being promoted?

Subject TBS: MARK 936 Name of Subject: Consumer Behaviour Your student name: Prateek Arora Your student number: 4177794 Date: 27 February 2015 th Word Count: 1506

Introduction: There have been a lot of reports and problems being encountered by the society today due to the use of Alcohol, and these problems are specifically relating to alcohol consumption by young adults. Nevertheless, Castilla et al. (1999) in their study suggests that overall consumption of alcohol may be going down but the problem of excessive consumption of alcohol among young adolescents is increasingly taking place in the society. The promotion of alcohol by its manufacturers and retailers is an important factor as irresponsible drinking among young people makes its way towards anti-social behaviour and health problems. Considering alcohol manufacturing and distribution for retailers being a big business all over the world, it is essential for companies to stay ahead between the competition using innovative marketing strategies and campaigns. “There is an ongoing debate regarding the relationship between advertising and alcohol consumption and, importantly, the influence of this advertising on harmful drinking patterns” (Roche, Steenson and Andrew, 2012). The work done in this report contains the connection of ideas presented by authors who already have completed their research on this topic. The main purpose of this paper is to study the patterns used by retailers to intentionally promote alcohol to young adults considering