Treno Andrew J, Gruenewald Paul J, Wood Darryl S, Ponicki William R
Prevention Research Center, Berkeley, California 94704, USA.
Alcohol Clin Exp Res. 2006 Oct;30(10):1734-42. doi: 10.1111/j.1530-0277.2006.00207.x.
The current study considers the determinants of prices charged for alcoholic beverages by on-premise and off-premise outlets in Alaska. Alcohol outlet densities, a surrogate measure for local retail competition, are expected to be negatively associated with prices while costs associated with distribution are expected to be positively related to prices. Community demographic and economic characteristics may affect observed local prices via the level of demand, retail costs borne by retailers, or the quality of brands offered for sale.
The core data for these analyses came from a telephone survey of Alaskan retail establishments licensed to serve alcohol. This survey utilized computer-assisted telephone interviewing (CATI) techniques to collect alcohol-pricing information from on-premise (i.e., establishments where alcohol is consumed at the point of purchase such as bars and restaurants) and off-premise (i.e., establishments such as grocery stores and convenience markets where consumption occurs in other locations) alcohol retailers throughout the state of Alaska. Price estimates were developed for each beverage-type based on alcohol content. Separate regression analyses were used to model each of the 8 price indices (on-premise and off-premise measures for beer, spirits, wine, and the average price across beverage types). All regressions also controlled for a set of zip-code level indicators of community economic and demographic characteristics based on census data.
Outlet density per roadway mile was unrelated to price for both on- and off-premise establishments, either across or between beverage types. In contrast, overall distribution costs did appear to be related to alcohol price. The demographic and economic variables, as a group, were significantly related to observed prices.
More attention needs to be directed to the manner in which sellers and buyers behave relative to alcoholic beverages. Alcohol demand remains responsive to prices; yet, consumers have considerable latitude in determining the price that they pay for alcohol.
本研究探讨了阿拉斯加境内酒类饮品在店内消费场所和店外销售场所的定价决定因素。酒类销售场所密度是当地零售竞争的一项替代指标，预计与价格呈负相关，而与分销相关的成本预计与价格呈正相关。社区人口和经济特征可能会通过需求水平、零售商承担的零售成本或所售品牌的质量来影响当地观察到的价格。
这些分析的核心数据来自对阿拉斯加有酒类销售许可证的零售企业的电话调查。该调查采用计算机辅助电话访谈（CATI）技术，从阿拉斯加州各地的店内（即购买时可在店内消费酒类的场所，如酒吧和餐馆）和店外（即杂货店和便利店等在其他地点消费酒类的场所）酒类零售商处收集酒类定价信息。根据酒精含量为每种饮料类型制定价格估计。分别使用回归分析对8个价格指数（啤酒、烈酒、葡萄酒的店内和店外衡量指标以及各类饮料的平均价格）进行建模。所有回归分析还基于人口普查数据，对一组邮政编码级别的社区经济和人口特征指标进行了控制。
无论是各类饮料之间还是各类饮料内部，每英里道路的销售场所密度与店内和店外场所的价格均无关。相比之下，总体分销成本似乎与酒类价格相关。人口和经济变量作为一个整体，与观察到的价格显著相关。
需要更多关注买卖双方在酒类饮品方面的行为方式。酒类需求对价格仍有反应；然而，消费者在决定为酒类支付的价格方面有相当大的自由度。
