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