CONFIRMATION

I confirm that this study is all of my own work and that the sources throughout are fully referenced and acknowledged.

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ACKNOWLEDGEMENTS

I would like to take this opportunity to extend my gratitude to the various people who have supported me throughout the duration of this dissertation. Firstly, I would like to thank Emma Giles for her fantastic support and guidance throughout. I would also like to show my gratitude for my teachers, particularly Sue Dobson and Sharon Kuznesof, who gave me a sound understanding of how to tackle the project. I would finally like to show my appreciation for all of the people who participated in my primary research.

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CONTENTS PAGE CONFIRMATION ACKNOWLEDGEMENTS CONTENTS LIST OF FIGURES LIST OF TABLES ABSTRACT CHAPTER 1.0 INTRODUCTION TO STUDY 1.1 1.2 1.3 1.4 INTRODUCTION AIMS AND OBJECTIVES RESEARCH JUSTIFICATION RESEARCH CONTEXT 1.4.1 1.4.2 1.4.3 1.5 2.0 BINGE DRINKING IN THE UNITED KINGDOM GOVERNMENT INITIATIVES PROMOTING RESPONSIBLE DRINKING NEWCASTLE STUDENTS 1 1 1 1 3 3 4 4 5 6 6 6 8 10
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I II III V V
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RESEARCH STRUCTURE

BINGE DRINKING 2.1 2.2 2.3 2.4 INTRODUCTION WHAT IS BINGE DRINKING? STATISTICS, PATTERNS AND TRENDS THE IMPACTS OF BINGE DRINKING

2.4.1 2.4.2 2.5 2.6 2.7 4.0

HEALTH CONSEQUENCES SOCIAL IMPLICATIONS

11 12 13 15 17 19 19 19 19 20 22 24 24 24 25 26 26 26 27 29 33 34 38
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REASONS FOR BINGE DRINKING GOVERNMENT MARKETING INITIATIVES SUMMARY

METHODOLOGY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 INTRODUCTION PRIMARY DATA COLLECTION SAMPLING RESEARCH METHOD RESEARCH PROCEDURE DATA ANALYSIS ETHICAL CONSIDERATIONS LIMITATIONS OF THE METHODOLOGY SUMMARY

5.0

RESULTS 5.1 5.2 5.3 5.4 5.5 5.6 5.7 INTRODUCTION STUDENT DRINKING BEHAVIOUR STUDENT ATTITUDES TOWARDS BINGE DRINKING MOTIVATIONS AND REASONS FOR STUDENT BINGE DRINKING STUDENT AWARENESS OF RESPONSIBLE DRINKING INITIATIVES ATTITUDES TOWARDS RESPONSIBLE DRINKING INITIATIVES SUMMARY

6.0

DISCUSSION 6.1 6.2 6.3 6.4 6.5 INTRODUCTION DISCUSSION LIMITATIONS FUTURE RESEARCH CONCLUSION

39 39 39 45 46 46 47 53 53 54 55 60 61

7.0 8.0

REFERENCES APPENDICES 7.1 7.2 7.3 7.4 7.5 Appendix 1 Table for alcoholic drinks and units Appendix 2 Design of the research study Appendix 3 Focus group discussion guide Appendix 4 Focus group profiles Appendix 5 - Illustration of initial coding steps using parts of the Group 1 transcript 7.6 7.7 Appendix 6 Ethical consent form Appendix 7 Ethical approval form

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LIST OF FIGURES PAGE Figure 1: Knowledge of alcohol units and government recommendations, by gender Figure 2: Number of hospital admissions for alcohol-related diseases or injuries 2002/03 to 2007/08 Figure 3: Annual estimated costs of alcohol harm to the NHS, 2006-07 Figure 4: Regional comparison of drinking, relative to the national average Figure 5: Regional variations in binge drinking in the North East Figure 6: Crime among 18-24 year olds by binge drinking Figure 7: The cost of standard alcoholic, low alcohol and alcohol free drinks at a leading supermarket (Tesco) Figure 8: Examples of the creative for 100m anti-binge drinking campaign Figure 9: The planning and preparation procedure for qualitative interviews Figure 10: Average weekly consumption of alcohol by students Figure 11: Frequency of student binge drinking Figure 12: Summary of student attitudes towards binge drinking Figure 13: Student recognition of government responsible drinking adverts Figure 14: Summary of student attitudes towards government responsible drinking initiatives 16 23 26 27 32 33 37 4 9 10 12 15 2 3

LIST OF TABLES Table 1: The objectives of the study Table 2: Common definitions of binge drinking Table 3: The advantages and disadvantages of Focus Groups as a qualitative research technique
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ABSTRACT

Binge drinking is a major problem in todays society and it has significant medical and social implications. In order to address the issue, a greater understanding of both the reasons behind binge drinking and the attitudes towards it is necessary to inform government initiatives which endeavour to reduce it. This study investigates student attitudes towards binge drinking at Newcastle University and considers how effective government marketing efforts are in affecting their attitudes. A review of the literature on binge drinking considers the various aspects of the topic area in order to inform the research process. Qualitative research was undertaken in the form of four exploratory focus groups, which involved a total of 18 students. The data was then coded by theme and presented. Findings from the primary research are combined with themes from past literature in order to address the research question. Three main factors which influenced student binge drinking were identified; personal, financial and situational. Results found attitudes towards government initiatives to be negative and it was evident from that marketing efforts were not effective in impacting student attitudes and behaviour towards binge drinking. However, four areas of improvement were identified with regards to responsible drinking initiatives; more shock tactics, greater relevance to the audience, increased message frequency and feasible alternatives. Based on the literature and primary research findings, the paper concludes that student attitudes towards binge drinking are deep-seated and therefore government marketers ARE fighting a losing battle in terms of reducing student binge drinking.

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