Alcohol Consumption among Management Students in Delhi: Role of Peer Pressure and Social Norms

College students are more prone to exposure of alcohol consumption which is one of common addictions. The major reason of alcohol consumption are peer pressure and social norms of the society. The research aims to understand the alcohol consumption behavior amongst management students of Delhi. This paper also explored how alcohol consumptions behavior is influenced by peer pressure and social norms. The study is based on quantitative cross sectional survey design. Primary data is collected through questionnaire. Total 375 respondents were contacted. Finally data analysis was done on 293 respondents only Chi square test, and t-test are done using SPSS v 20. About 40.6 % male and 44.2 % female drinks 3-4 times a week. Birthday is one of the important occasions for the students to drink. Majority of respondents (46.6 %) are binge drinkers. Students feel peer pressure is main reason for their alcohol consumption while in Indian context social norms does not much influence drinking behavior among students. This study can be useful to understand the behavior of students towards products like tobacco products, smoking, performance in studies, and illness, etc. It can be used in Education, psychology, medicine and health. There is no study on consumption of alcohol among management study and there is scant study in India. This study may be helpful to educator, and parents to understand the behavior of students towards drinking. Role of factors other than peer pressure and social norms can be explored. New ways and means can be identified to curb the problem of alcohol consumptions.