Peer pressure and the perception of drinking being a helpful tool in socialising has more city women saying cheers.
Peer pressure and the perception of drinking being a helpful tool in socialising has more city women saying cheers
KOLKATA: Who says Kolkata’s fairer sex is bashful when it comes to raising a glass or two? High on liberalism, itself an offshoot of a buoyant economy, Cal gals are living it up, and how. Home is where the cup that cheers is!
A healthy 31% of them, aged between 20-40 years, said in a survey conducted as part of a marketing research event organised by IIM-Calcutta’s Team Census that they drank with their family, when they did so for the first time. The corresponding percentage for males was 14%.
And let’s raise a toast to the jijaji. Brothers-in-law emerged as a major influence in inducing the city’s women to drink.
Around 23% prefer vodka while wine is emerging as a drink growing in popularity across gender and age.
The study, conducted across 1,300 men and women, was undertaken to gauge the drinking habits of youth of Kolkata. Census however implemented disguised market research tools to elicit information from the respondents.
A hefty 65% of the respondents said their friends and family were aware of their drinking habits and did not have any problems with it. Still only 11% of the males prefer drinking at home compared to 20% females.
Almost 36% of the respondents said they had their first drink when they were still in school while 85% said they had started drinking by the time they graduated.
Surprisingly, only 50% were aware that heavy drinking can result in kidney failure, brain damage and, in extreme cases, loss of life. Interestingly, people now consider social drinking as a very helpful tool in socialising and forging business networks.
Almost all the respondents agreed that people who drink can form friendships and contacts amongst themselves more easily. Fun and excitement are the major motivators to drinking, cited by 72%. Shantanu, head of the organising committee of Census, told DNA: “Interestingly, the age at which women start drinking, as well as the motivators, run counter to traditional views.”
A city-based sociologist added: “Peer pressure often pushes young people into taking their first drink, whether it is a boy or a girl.”
m_madhumita@dnaindia.net
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}