TITLE:
Effect of Marketing on Alcohol Consumption among Young People in Brazzaville: An Approach by the AFCM
AUTHORS:
Oniangue Kouta Emérence, Itaddy Fred Fortuné, Ndour Ndiouma
KEYWORDS:
Consumption, Alcohol Marketing, Young People, Brazzaville
JOURNAL NAME:
Open Journal of Business and Management,
Vol.14 No.1,
January
28,
2026
ABSTRACT: The objective of this research is to analyse the effects of marketing on alcohol consumption among young people in Brazzaville, according to consumer profiles, in the nine districts of Brazzaville. Primary data were collected from 880 young people. A descriptive research plan was used to better characterise and identify the profile of young people according to their sensitivity to marketing. The results of this study revealed a paradoxical effect of marketing on alcohol consumption by young people in Brazzaville. Those who are supposed to be most influenced deny it, while those who are influenced resist this influence. Therefore, in order to combat alcohol marketing, a social marketing strategy must be implemented, targeting actions in places where alcohol is commonly consumed, and developing alcohol-free leisure activities to strengthen the psychosocial skills of occasional consumers.