ABSTRACT
The research was the analysis of the effect of increasing alcohol excise tax on the drinking behavior of people in Mueang District, Yala province. The objectives of this study were 1) to study the effect of increasing alcohol excise tax on the drinking behavior starting from 16 September 2017 of alcohol excise tax increase, 2) to compare the amount of alcohol consumed before and after the alcohol excise tax increase, 3) to compare the factors in decision making on drinking alcohol before and after the alcohol tax increase. Quantitative research was done by using questionnaires for data collection, and the data were analyzed by using percentage, arithmetic mean, standard deviation, and Paired Samples t-test. The results of the research revealed that before the increase in alcohol excise tax, the average drinking was once a week and only a-half-bottle of alcohol was consumed each time. Drinkers acknowledged the increase in the tax but it did not have any effect on their drinking behavior. After the increase in alcohol excise tax, the average drinking still was less than one bottle each time of drinking. However, they turned to drink other types of alcohol instead. Moreover, it also showed that the increase in tax did not have any impact (effect) on the amount of alcohol consumed as well as no any effect on taste, price, brand (image of the brand) and types of alcohol (white spirits, color spirits). However, the tax increase had an effect on other influencers; promotion (discount, premium) seller�s recommendation, and convenience and distribution channels.
KEYWORDS
Effect, Excise Tax, Alcohol