The paper "Target Market & Rationale for Selection of the Target Market" is an outstanding example of a marketing literature review. According to statistics, many drinkers don’ t even know that they binge drink since many don’ t even know the true definition of binge drinking. But among those who are aware of what binge drinking means, many, up to 20% go beyond the limits, consuming more than 10 or 15 drinks in a single session. (06/2006 Alcoholism: Clinical & Experimental Research). The outcomes of binge drinking and yet drinking above the limit are numerous, ranging from, fights, accidents, to sexual assaults and blackouts and still more, dying from an overdose, etc.
Therefore binge drinking is a very serious problem and it needs to be taken care of responsibly. 1.2 Target Market & Rationale for selection of the Target Market The target markets chosen here are Australia and the UK. The reason for choosing these two cultural clusters is that binge drinking rates of these two cultural clusters are among the highest in the world. According to Arjun Chaudhuri (2006), in Australia, statistics show that this form of excessive drinking starts from ages as low as 12-16, and it is also widely accepted, whereas the legal drinking age is 18.
According to statistics from the National Health Survey, it is evident, that among the people aged over 18, 48% of males who were found binge drinking in 2004, among them 12% did excessive drinking at least once a week, and among 30% of the females that were found to be engaged in binge drinking at least once in 2004, among them 4% were doing so at least once a week.
At the time when the survey was taken, ‘ binge drinking’ was considered to be 7 or more standard Australian drinks per occasion for males and 5 or more for females. Binge drinking in women: According to a Roy Morgan survey for the Salvation Army, the findings were that binge drinking by young women had decreased, although a huge number of twelve % were drinking nine to 30 drinks on a regular basis and about 5 million Australians were regularly drinking almost 6 to 30 drinks in one session at least once a month.
The survey was based on a random sample of 1331 people from all over Australia (17/9/04: Canberra Times, p.7; Age, p.5; Adelaide Advertiser, p.15; Australian, p.3).
1. Yiannis Gabriel, Tim Lang (2006) The unmanageable consumer, Icon Group International
2. Yuan Gao, (2004) Web systems design and online consumer behavior, Idea Group Inc.
4. Arjun Chaudhuri (2006) Emotion and Reason in Consumer Behavior, Elsevier Butterworth-Heinemann
5. Michael R. Solomon (2004) Consumer behavior: buying, having, and being, Pearson/Prentice Hall, 2004