Abstract
The study is a research to find out the differences among households that consume alcoholic beverages and those that do not, and also aims to find out the determinants that affect the likelihood of alcoholic beverage consumption of households. It is aimed to find out the features of households that consume alcoholic beverages, of what’s marketing activities are restricted by law. Study is conducted based on 2019 data obtained from Turkish Statistics Institute (TÜİK) yearly household spending research data. The data obtained from the dataset are examined using a probit model, and results are analysed separately. Based on the results obtained from the study, demographic factors such as gender, marital status, education level, income level are found to be among the affecting factors for the presence of alcoholic beverage consumption, besides behavioral factors like out of the house food consumption, paid gym membership, car ownership, and cigarette consumption. In this study, in a product group where there are similar products and similar prices due to taxes and competition conditions, promotion activities are determined by law and are more difficult than many other products, marketers could use distribution channels more effectively in reaching households that are more inclined to spend alcohol consumption in physical and/or online environments. Similarly, households with a higher likelihood to spend on alcoholic beverages can be targeted in the fight against alcohol addiction in terms of public policy according to the results of this study. The results of the study are largely parallel with the results of other studies examining the same subject before, and it aims to improve and update it in terms of method and result.
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