THE EFFECT OF DEMARKETING ADVERTISEMENTS ON DECREASING ALCOHOLIC DRINK CONSUMPTION AMONG TEENAGERS

Abstract

This study examined the effect of demarketing advertisements on decreasing alcoholic drink consumption among teenagers. However, the study specifically investigated the effect of advertisement on alcoholic drink consumption among teenagers in Nigeria; determined the correlation between demarketing advertisement and decreasing alcoholic drink consumption among teenagers in Nigeria; and examined the impact of demarketing advertisement on alcoholic drink among teenagers in Nigeria. Primary sources of data were used in this study which were sourced from the selected elements of the population. Pearson correlation and regression analysis were used as the estimation techniques in the study. The result of the correlation depicted that all the variables are positively related and they all are significant against each other while regression analysis showed that advertisement means of alcohol drink has a positive and significant impact on Alcohol Drink Consumption among Teens. Demarketing of advertisement exerts a positive and significant influence on ADC and television advertisement of alcohol has a positive and significant impact on alcohol drink consumption among teens.