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Gambling in Ireland: An investigation into the behaviour and attitudes of 18-25-year-old males in the Dublin area

Hanratty, Jack (2015) Gambling in Ireland: An investigation into the behaviour and attitudes of 18-25-year-old males in the Dublin area. Masters thesis, Dublin, National College of Ireland.

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The gambling industry is huge in Ireland. Paddy Power alone had an operating profit of €163.8million (€15.6million for Irish retail stores alone) in 2014. The activity has become more popular and accessible in recent years due to its move online. In fact, anybody with a smartphone can gamble wherever they may be whether it be on a train or in college. Recent years have seen more opportunities become available to gamblers. Instead of betting on the single outcome of a sporting event there are now multiple choice available to gamblers for each event. Instead of betting on the final score of a match people can bet on the goal scorers, bookings etc. The 18-25-year-old generation have a greater disposable income than any before them meaning they have a greater means for gambling itself. The whole activity of gambling has change in its nature over time. It is no longer deemed to be a solo activity. It has become more social acceptable with communities being built around it.

This dissertation is concerned with investigating the reasoning behind its popularity. Explorations are carried out into areas including social media, advertising, attitude formation, and consumer behaviour. It is important to note that these explorations are being used to discover how important these factors are in relation to the gambling culture in Ireland. In addition to this, the dissertation will explore the effects these have, not only on the gambling industry as a whole but on individuals. The bookmaker Paddy Power has been chosen by the researcher. The investigation will examine the company’s advertising strategy and how this sets them apart from their competition.

The method of research chosen by the researcher is qualitative and exploratory in its nature. Here, the researcher utilised the semi-structured interview technique to allow for probing questions and opinion based responses. The final result of this study should prove to be a stepping stone for future academic research in this area.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
G Geography. Anthropology. Recreation > GV Recreation Leisure > Games and Amusements > Gambling
Divisions: School of Business > Master of Science in Marketing
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 12 Oct 2015 09:16
Last Modified: 12 Oct 2015 09:17

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