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Present by Orratai WaleewongInternational Health Policy Program
(IHPP)Ministry of Public Health, Thailand
The Influence of Alcohol Beverage The Influence of Alcohol Beverage marketing marketing
on Drinking Behavior of Youthson Drinking Behavior of Youths: Case study Chiang Mai City: Case study Chiang Mai City
9-JAN-10
Kanittha ThaiklaResearch Institute for Health Sciences, Chiang Mai University
กนิ�ษฐา ไทยกล้�า สถาบั�นิวิ�จั�ยวิ�ทยาศาสต์�ส�ขภาพ มหาวิ�ทยาล้�ยเชี�ยงใหม
อิ�ทธิ�พล้ทางการต์ล้าดขอิงเคร&'อิงด&'มท�'ม�แอิล้กอิฮอิล้�ท�'ม�ผล้ต์ อิพฤต์�กรรมการด&'มขอิงเยาวิชีนิ
: กรณี�ศ-กษาพ&.นิท�'เชี�ยงใหม
Chiang Mai Municipal areas4 zones
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Objectives
• To study how to youth choose to buy alcoholic beverages and their drinking practice in different context of alcohol outlets around campus/university
- To study related factors that make decision to buy and drink
• To study the influence of alcohol marketing and promotion that impact on youth drinking practice in different context
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Density, Clustering, DistributionOf Alcohol Outlets
• Alcohol outlets & colleges were mapped though use of a hand held GPS (Global Positioning Satellite) unit.
• Nearest -neighbor analysis:a statistical method for evaluating the geographic distribution
:examines the distances between each point and the closest point to it
: describe distribution >>Random, Clustered, Regular
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Alcohol outlets: around campus/university
- 997 alcohol outlets- Clustered distribution = 704 (70.6%) outlets are in 500 meters around
campus.
= 80 Campuses/universities= Area of 500
meters around campus
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Alcohol outlets around university
High density 83 outlets around university
Low density3 outlets around university
= Alcohol outlets= Area of 500 meters around
campus
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Early 2009 Lately 2009
15.7% increasing (997 1186 outlets)
1 outlet per 124 people
or 1 outlet per km2
Increasing alcohol outlets in 2009
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Note Lhao-Tong: Alcohol that sale divided by specific container (North people
called “Tong”, cc) 70 % of “Lhao-Tong” shops are in area of 500 meters around campus.
263 grocery stores >209 restaurants>
168 “Lhao- Tong” shops
Type & Numbers of alcohol outlets
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Youth Drinking Practice
1606 students in high density area53+21.3=74.3% drinking
53% Always
21.3% Sometimes
20.4% Never
66.4% Always
20.7% Sometimes
14.2% Never
732 students in low density area66.4+20.7=87.1% drinking
Note: It’s not compare the resident of students,
but it’s compare between their campus.
Sample: 2,338 Students (male 1488, female 850) based on the survey of alcohol consumption in North(male 50.1%,female 16.9 %)
>
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Drinking factors & drinking indices High VS Low density area
Age of drinking initiation Different, Sig.
Reasons for drinking during the first drinking
Different, Sig.
Average daily consumption (g/day) Not Sig.
Average drinking intensity (g/drinking day)
Not Sig.
Annual total consumption (g)
Frequency of binge drinking per year
High&Very high-Risk drinking (Average daily intake)
Not different , Sig
Alcohol use disorders (AUDIT) Not different , Sig
How to get alcoholic beverages Different, Sig.
Compare youth drinking practice in different outlets density
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Age 15.98
(range 8-23)
Age 15.42
(range 6-20)
High density Low density
Ag
e o
f d
rin
king
init
iati
on Male
Female
Age of drinking initiation in different outlets density
Different, Sig.
<
Age of drinking initiation
male < female
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Billboards and Advertisement
: around campus/university• Advertisement are where the shops are. Advertisement mean that “ Alcohol available here” • 1,010 of advertisement tag (934 in high density+77 in low
density)
• Flag tag (51.5 %) > Light tag (16.8%) >Fabric tag with name’s shop (6.6%)
• The others (16.4 %): Owners of alcohol branded merchandise
Tissue holder > Table cover= Umbrella > Lamp
> >
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Alcohol Marketing High VS Low density area
Promotion(Discount, Free gift, Promotion girl)
Not different , Sig
Alcohol Products(Variety*, Physical appearance*, Package/Container)
Different, Sig.
Price( Discount, Cost effectiveness, Free mixer, Price quote)
Different, Sig.
Environment of outlets(Good atmosphere, Transportation*, Anytime to get)
Sig.=0.249
Media , Communication channel(TV, billboards, Mobile media, Internet*)
Sig.0* Adjust Odds ratios (95% confidence interval)These factors influence to drinking behavior of students
Relationship between alcohol marketing & youth drinking practice
in different outlets density