Factors Associated with Alcohol Consumption During Festival among the People of Kathmandu

Abstract

Any managers of any liquor selling organization or companies commonly perform market demand analysis by making use of fundamental analysis, technical analysis and judgment. This study aims to examine factors that influence the consumption of liquors during festivals in Kathmandu. In the study, four variables are taken as independent variables: availability of liquors, Caste/Ethnicity, alcohol brand and friends/family, and consumption of liquors during festivals is taken as the dependent variable. The main purpose of the study was to describe the relationship, among independent variables and dependent variable in Kathmandu. Data collection is made with the help of structured questionnaires. The study was conducted on the 106 respondents out of 106 respondents that constituted the sample size. The research design adopted in the study consists of descriptive research designs. Various tools used for data analysis were mean, median, mode, standard deviation, correlation and variance. Based on the result of ranking question and likert scale question, friends/family was considered as the first important factor, Caste/Ethnicity as second important factor, alcohol brand as the third important factor and demand of liquors as the least important factor influencing the consumption of liquors during festivals in Kathmandu. Key words: Demand of liquors, Caste, Alcohol brand, Friends/family.