ผลกระทบของนโยบายจำกัดเวลาโฆษณาต่ออุปสงค์การบริโภคเครื่องดื่มแอลกอฮอล์ / เอกรินทร์ วาณิชย์เจริญ = The impact of time limitation policy of alcohol beverage advertisement on its demand / Eakarin Vanitcharoen
The objectives of this thesis are to study the Time Limitation Policy of alcohol beverage and analyze the impact of Time Limitation Policy of alcohol beverage advertisement on its demand and some types of alcohol beverage by analyzing market demand and market supply with Seemingly Unrelated Regression Estimated Model and also observe the change in consumption behavior between spirits and beer. The results in the laws and policy of alcohol consumption restriction analysis show that alcohol consumption restriction policy, especially Time Limitation Policy of alcohol beverage advertisement in the past has no effect to change consumers' behavior. In the other hand, producers use the others media to advertise their products instead of using television advertise. The results in quatitative analysis show that advertising expenditure has been related to alcohol price in supply equation; meanwhile, there exists the direct variation with alcoholic price in demand equation. It can be concluded that there has effect of Time Limitation Policy of alcohol beverage advertisement in changing consumers' behavior; moreover, only spirit consumer had Rational Addiction behavior, and the relation between spirit and beer is substitute goods. Policy Implications of this study are that the government should raise beer's tax up and also raise tax of the others up to their ceiling. Furthermore, the government should support Time Limitation Policy of alcohol beverage advertisement in order to make the consumer realize about the social cost of consuming alcohol beverage.
