with participants, with promotions which offered free alcohol or free gifts perceived as sufficiently appealing to encourage many participants to purchase a different brand, or a greater quantity, of alcohol. However, they were divided as to whether this would result in increased consumption, with many suggesting that they would consume all that they had purchased but others perceiving that they would, or at least would intend to, keep the ‘extra’ alcohol for another drinking occasion. Both in the general discussions and the reactions to specific promotions, competition-based promotions were the least popular (and thus the least likely to influence purchase and consumption decisions) due to the perceived low likelihood of winning and the effort required to participate. This attitude towards competitions was consistent across all of the groups, with participants showing a high level of awareness regarding the low likelihood of success, the lack of real, immediate benefit and the low desirability of the possible prize. There were differences in responses across the groups that show marked behavioural patterns relating to age, gender and location. Younger respondents were less likely to be motivated by promotions that offered extra volumes of alcohol because of difficulties in storage, and needing to hide alcohol from parents. Regional respondents were markedly more motivated by promotions that offered price reductions, for example, 2 for 1 offers. This was particularly evident in Dubbo, not surprising given it is a large rural town with a number of social and economic problems, including rates of youth unemployment above the state average. POS promotions were also differentially effective along clear gender lines, with males showing higher recall and preference for gifts, whereas females generally thought these were less socially acceptable. Many of the participant’s responses also demonstrate that marketing does not act in isolation from other influences on alcohol consumption, including the family. Responses demonstrate that there is a complex relationship between alcohol marketing, family and purchasing and consumption behaviours.