4.1 Response to RQ1
RQ1. Do young female university students’ intentions to buy
alcohol vary by perceived susceptibility to retail sales
promotions across countries?
To investigate whether there is a difference in university
student’s intention across the three countries to buy alcohol
according to their perceived susceptibility to various retail
sales promotions, the statistical technique analysis of variance
(ANOVA) was used. The results of the ANOVA analysis are
presented in Table II. The figures show that there is a highly
significant difference between countries in terms of the
association between university students’ intention to buy
alcohol and their perceived susceptibility to the four retail
sales promotion types, with F values ranging from 26.653
(p , 0:001) to 81.501 (p , 0:001). For example, the
association between Australian university students’ intention
to buy alcohol and their perceived susceptibility to retail sales
promotions is significantly different from that of German
students. Likewise the association between intention to buy
alcohol and perceived susceptibility to retail sales promotion
for students from the Welsh university is significantly different
to the association reported for German students. However,
there is no significant difference in the buying intention of
Australian students from those of Welsh students (see
Table II). In terms of perceived susceptibility to the last
retail sales promotion, being to buy alcohol from different
retail stores to take advantage of low prices, the figures reveal
that university students from Wales (mean ¼ 4:30) have a
significantly different buying intention compared with
students from both Australia (mean ¼ 3:22) and Germany
(mean ¼ 2:91), and Australian students have a significantly
different buying intention from German students.