Abstract:
Kerala has become very materialistic. Rapid changes have taken place in the material culture, but there has been no change at all in the State's non-material culture. Kerala society is caught in a cultural lag. The alcohol consumption rate in the state has increased manifold and it is today one of the highest in the country. The per capita consumption of alcohol in the state stands at 8.3 litres, according to the Alcohol and Drug Information Centre (ADIC), India. Twenty per cent of the population consumes alcohol. The average age of first consumption of liquor came down below 13yrs. The review of literature had revealed that most of the studies related to alcohol markets are confined to the study of the influence of rate of alcohol consumption due to changes in price at various levels, pattern of drinking levels, consequence of drinking, gender differences in drinking habits. Many studies also attempted to analyse pattern of preference between different alcohol types, influence of ...
