Alcohol may also cause one’s death. Most common risk of alcohol is intoxication which can result in road accidents, child abuses, suicides, falls and drawings, fire injuries and also industrial injuries. Long term effects may comprise of heart damage, cancer, risk of breast cancer among women, damage of livers and brains, memory loss are few among other problems (Government of Australia, n.d.).
It has been observed that during the fresher’s week or in the periods after and before examinations, pub culture dominates. Lack of parental supervision, stress associated with studies, peer pressure, stress of living away from home are few of the other reasons that lead to the initiation of drinking behavior. Heavy drinking among students can cause low academic performance because of reduced concentration level, high risk of accidents and sexual transmitted diseases like HIV AIDs (Gill, 2001).
People, irrespective of age, prefer drinking alcohol because of many reasons. Reasons can be social custom, relaxation, enjoyment trends, and peer pressure, additional pleasure, escaping problems from life, to overcome loneliness and also to boost self confidence (Oracle Think Quest, n.d.).
Reasons behind initiation of consuming alcohol can be related to psychological problems, sexual abuses in family and working environment, unsuccessful attempts to succeed in life, problems in relationship, job, dependence, and pre disposition (Kelebek, 2009).
The other major influencing factor among adults and teenagers is that the alcoholic industries are directly focusing the youth segment as their target market and conducting wild marketing through mass media promotion through televisions, films and banners (Boseley, 2010).
Another important reason, why adults go for alcoholism might be because of family ambience. The family might comprise of alcoholic parents, parents not able to fulfill domestic