Alcohol consumption in UK

intoxicant function in UKCase Study 5- The grammatical case of a young snag plighterIntroductionAlcohol consumption in the UK has increased rapidly in recent years, not middling among young people but across society. In this report we willing focus onConsumer behaviour theories explaining Melanies binge drinking.Recollect reference groups who play Melanies attitudes.Discuss Government strategies and campaigns such as the Portman sort.The alcoholic drinkic beverage industry provides enjoyment to over a million people, so the government is reluctant to veto the product. However, the case study recognises there is a huge implication with uplifted alcohol consumption resulting in dysfunctional behaviour ranging from psychological and kind harm to damaged lives and deaths. An increase in alcohol consumption has been goaded by vast promotional and marketing campaigns with the UK alcohol industry spending 800m annually. Studies have shown that half of the University students in the UK regularly binge drink. Consumer Behaviour TheoriesAlcohol Abuse A World Wide PerspectiveHigh alcohol consumption is prominent in the UK, Ireland, Denmark, Russia and a few other European countries. Whereas, North African nations have the least consumption.Alcohol consumption has produce more acceptable in Western societies, while its outlawed in places like Arabia. Alcohol has different meanings in different societies. E.g. Islam prohibits the consumption of alcohol alternatively, wine is savoured by Christians and no celebration can be have intercourse without popping open a bottle of champagne in the West. just close examples of excessive binge drinking in the UK involve Stacey Rhymes, a 24 year old who died after drinking herself to death on put down price bottles of wine. Philip Laing, a student from Sheffield Hallam University, who is sentenced to community service after urinating on a war memorial, on a Carnage bar crawl.Portman Group and DrinkawareThe Portman Gr oup is supported by the UKs leading drink producers and is concerned solo with the social responsibility issues surrounding alcohol. Their role is to encourage and challenge drink producers to promote their products responsibly.Drinkaware was established to improve the public awareness and understanding of obligated drinking and to change the nations drinking behaviour for the better. They do this through advance(a) campaigns online, in print and communities worldwide.ConclusionBehavioural theories suggest that Melanies consistent binge drinking is due(p) to the decreed attitudes that she possesses in addition to seeking the positive effects that it has upon her. Melanies reference groups havent persuaded her to drink responsibly and she still believes her reason about being a student once, justifies everything. We believe that the Portman Group and Drinkaware.co.uk plus the non-homogeneous government strategies are effective in influencing the drinking habits of our own help mate group. The advertisements reach consumers on an emotional level allowing them to empathise with the situations that the vast volume of us have been present in. Furthermore, drinks producers have begun to promote their drinks more responsibly.though we believe these campaigns are effective there are challenges faced by marketers. For example consumers vary in their commitment in attitudes towards alcohol. Those attitudes that have arrest internalized and part of the persons value system are difficult to change due to the fact that they are important to the individual, for example Melanie has a usual rule of going out with her friends and being an accepted member of the group.