Abstract copyright UK Data Service and data collection copyright owner.

The purpose of this study was to provide a practical exercise for students of market research. Alcoholic drinks were chosen as the subject area, because most people are involved as consumers and because it is a market with high consumer interest and sharply differentiated, image-intensive products.

Main Topics:

Variables Cigarette consumption; drinking in pubs and bars; drinks consumed; whether drinks are 'masculine' or 'feminine'; expenditure in pubs and bars; images.

Quota sample

58% male, 42% female

Face-to-face interview