Another policy measure that has played an instrumental role in controlling the availability of alcohol is taxes. To this end, an increase in taxes on this beverage has the ability to increase the unit price and therefore reduce consumption. Particularly, Leon (1997) argues that this can be very effective in reducing alcohol abuse amongst the unemployed because they have limited resources to spare for the same. However, White (1996) indicates that the moderate drinkers are more responsive to changes in price than the light and heavy drinkers. In this regard, he noted that such cases are contributed to by lack of enough information about the health implications of intensive drinking amongst both groups. In his study, Lee (2000) ascertained that more informed alcohol consumers responded to changes in price more than their counterparts. Additionally, the cost of brands differed considerably and the unemployment often opted for cheap brands, which have more detrimental effects than the more competitive brands. Also, Ryan (2004) argues that the competition between retailers influences the changes in prices. To this end, in an effort to increase sales, some retailers offer incentives and reduce the price of the beverage. Hence it becomes more affordable to the community and consumption increases too.
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