Comsumer Behaviour Report

1. The binge-drinking problems

Drinking alcohol beverages which can use an accepted and often enjoyable in people lives, no matter people go into club, pub, disco, alcohol can make such nice atmosphere surrounding in anywhere. However, alcohol beverages is good for maintaining relationship with others when they are chatting and which can maintain such a good atmosphere in party and club etc, but also binge drinking alcohol beverages are also exist many negative things surrounding in any country.

According to the research from Australian Bureau Of statistic, the following table has showing the alcohol drinking status of Middle Ages group between the ages of 18 and above in 1995-2007. The proportions of males and females drinking at risky and high risk levels were highest in the middle age groups and this proportion has increased over time. In 2004-05, 18% of males aged 45-54 years were high risk level drinkers. This compares to 15% in 2001 and 12% in 1995. In 2004-05, 13% of females aged 45-54 years were risky/high risk level drinkers. This compares to 10% in 2001 and 6.7% in 1995.

Not just in Australia, binge drinking is also an issue in other countries. Let see the consumption of alcohol beverages in China. According to the research of the World Health Organisation (2004), the annual consumption per capita in pure alcohol among all respondents was 4.47 litres. Men drank 13.4 times more than woman. The average annual consumption in pure alcohol for male, female and total 1-year drinkers was 10.1, 1.5 and 7.6 litres respectively. As the below table has showed the consumption of alcohol in China.

When looking at those tables, these alarming statistics indicate that binge-drinking is evidently an important topic for both the government and commercial marketers to address as it can continue to have detrimental long term effect.

Moreover, There are some actual evidences and statistics have proof that binge alcohol beverage will cause many problems. According to the research from World Health Organisation (2004), there were 616 971 road accidents, killings 98853 and injuring 418 721 people in the year 2000, up 49%, 12% and 46% respectively from the previous year’’ (World Health Organization, 2004, p. 4). With a many numbers as a road accident, the problem will be kept increasing in China. On the other hand, with increasing diseases, binge drinking alcohol is one of the factor causes many kind of diseases, such as, brain damage, alcohol poisoning and heart diseases and so on; increasing the binge drinking among young women will lead to a significant increase in breast cancer in the next half century (Institute Of Alcohol Studies, 2007, p. 3) For woman, who are pregnant or breastfeeding, drinking alcohol during the pregnancy can cause abnormalities to baby, such as abnormal facial features (The right mix, your