Abstract
This research investigates the effect of alcohol product marketing within the motorsports industry on the lifestyle choices of adolescents and young adults in India. Employing qualitative in-depth interviews, the study included experts such as professional motorcycle racers, racing team coordinators, sponsors, organizers, journalists, and parents aged 13 to 45, who attended Bharath GP in Delhi from various locations. Thematic analysis was applied to the interview data, revealing key themes related to the influence of alcohol advertising on lifestyle choices, brand loyalty, and purchasing behavior of young consumers. Findings indicate a pervasive influence on lifestyle choices and increased alcohol consumption associated with alcohol product marketing at Bharath GP. The study underscores the necessity of regulatory frameworks for alcohol marketing in motorsports events, specifically emphasizing the importance of responsible advertising strategies within the context of Bharath GP.
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