The Marketing of Alcoholic Beverages. Phase II: An Analytical Framework for Information About Marketing Practices and Consumer Purchasing of Beverage Alcohol Products

摘要

Phase II of a two-phase study designed to assist the National Institute on Alcohol Abuse and Alcoholism (NIAAA) in understanding both marketing practices and consumer purchasing of alcoholic beverages is presented. This report contains an analytical framework (set of basic concepts, analytical perspectives, and practical procedures) that provides a systematic way of attempting to answer questions which may arise concerning industry practices or consumer purchasing. Components and the application of this framework are described.