The perception of youth toward alcohol advertising: A case study of Phranakhon Si Ayutthaya District, Phranakhon Si Ayutthaya Province

Abstract

               Research "The perception of youth toward alcohol advertising: A case study of Phranakhon Si Ayutthaya District, Phranakhon Si Ayutthaya Province” This is aimed to study the differences in demographic characteristics of youth to influence the advertising of alcoholic beverages and to study the perception of youth toward the advertising of alcoholic drinks. The population was 26,963 youths in Phranakhon Si Ayutthaya at Secondary Level. The samplings were collected 400 people by using means of selecting multi-stage sampling. The questionnaire was our survey method. The data were analyzed by frequency distribution, percentage, mean, standard deviation, statistical t- tests andone-way ANOVA at statistically significant 0.05 levels. The results demonstrated that: 1) The perception of the youth about the advertising of alcoholic drinks are moderate in all aspects, however; it found that alcohol ads make them know brand of products are increasing at a high level. 2) There were different demographic characteristics of youth affect the recognition of alcohol advertising as 2.1) Gender showed the 4 variables such as product admiration, product demand, advertising impression and want to try. 2.2) Age showed the 7 variables as known product widely, product admiration, product demand, advertising impression, social assistance, be aware of drinking alcohol and want to try. 2.3) Educational Level showed the 9 variables like known product widely, product admiration, product demand, advertising impression, high level of luxury, excitement and challenge, support for sports or concerts, social assistance and do not encourage the social problems using statistically significant level at 0.05.