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Evaluate consumer drinking habits, to consider what elements encourage people to select their choice of drink and method of drinking.
All references in Harvard reference style please.
Introduction
In the modern society, the pattern of living and lifestyle of consumers have changed from earlier times. Drinks, especially the soft drinks are drunk and preferred by all sects of society. Also, with the changing lifestyles and income levels of consumers, there has been shifts in the patterns of consumption. Presently, the market for drinks is one of the most competitive markets. A huge amount of money is being invested in this for advertisements and promotions(Sdrali et al., 2010). The eating and drinking habits are changing due to the awareness about healthier habits, and people are changing their preferences which in turn are affecting the manufacturers and marketers of the product.
The research aims to find out that which drink is preferred the most in the UK, whether it is the soft drink with carbohydrates, or is it the soft drink without carbohydrates, or do they prefer juices, water, etc. Then the study tries to find the factors that encourage people to select a drink. It may be the taste of drink, brand, advertisement, quality, availability, packaging, discounts, etc. The research also aims to find that which is the method of drinking that is preferred by the customers like whether they prefer to drink it in glass or directly through a bottle or do they pour ice in it and drink it ‘on the rocks' or they simply have it chilled without ice or at room temperature. Then the drinking habits of the consumer can also be determined by finding out their buying patterns of drinks. If they purchase it very frequently, that means, they have it as a part of their routine, if they purchase it during parties and celebrations, so that means that drinking their favorite drinks is a way to celebrate, and there may be several other patterns that will be discovered in this study. Finally, the study will determine the drinking pattern of customers. In this, the frequency of consumption will be identified like whether they drink their preferred drink once in a day, twice in a day, once in a week and so on. This will help us toevaluate further the drinking habits of the customer. So the major purpose of this study is to evaluate the drinking habits of consumers.
The research aims to find out that which drink is preferred the most in the UK, whether it is the soft drink with carbohydrates, or is it the soft drink without carbohydrates, or do they prefer juices, water, etc. Then the study tries to find the factors that encourage people to select a drink. It may be the taste of drink, brand, advertisement, quality, availability, packaging, discounts, etc. The research also aims to find that which is the method of drinking that is preferred by the customers like whether they prefer to drink it in glass or directly through a bottle or do they pour ice in it and drink it ‘on the rocks' or they simply have it chilled without ice or at room temperature. Then the drinking habits of the consumer can also be determined by finding out their buying patterns of drinks. If they purchase it very frequently, that means, they have it as a part of their routine, if they purchase it during parties and celebrations, so that means that drinking their favorite drinks is a way to celebrate, and there may be several other patterns that will be discovered in this study. Finally, the study will determine the drinking pattern of customers. In this, the frequency of consumption will be identified like whether they drink their preferred drink once in a day, twice in a day, once in a week and so on. This will help us toevaluate further the drinking habits of the customer. So the major purpose of this study is to evaluate the drinking habits of consumers.
This study is important to conduct because the market for a soft drink and other drink companies is highly competitive. The lifestyle of consumers are changing very fast and organizations are getting tough competition from other brands in this changing environment. It has become necessary for the drink companies to consider the preferences of consumers and to find out their drinking habits if they want to become the kings of the market. Though the soft drink sector of UK is flourishing very well but they still need to understand the right preferences of a customer as the awareness about healthy eating and drinking habits is changing so that consumers may move from soft drinks containing soda to other healthier drinks in the market. This study is significant to the manufacturers of drinks, marketers of a product, the bottlers, and retailers. There are many new entrants who are entering into this sector; then various companies have developed close substitutes for some drinks like Coca-Cola and Pepsi are close substitutes of each other, so the companies are facing difficulty in differentiating their brand with other brands of drinks. Therefore, this study is helpful for the current companies of drinks in the UK as well as those who aspire to enter into this sector. Also, it will give a perspective on the drinking habits of consumers to the people and companies worldwide. The health companies can make use of it, the trend of the market will be known, and the consumers themselves will understand their true preferences that would have been hidden till now. This research is not limited to a particular type of drink like soft drinks only, it will capture soft drinks, juices, and water, etc. so an understanding can be developed to find out the desires of consumers and products can be designed accordingly.
When the evaluation of drinking habits are done, then the products could be easily directed to particular consumers. As the buying patterns will be identified, so the marketers can develop their strategies accordingly. For example, if it is found that most of the buying are done during the festival season, so marketers can advertise the products by directing the audience towards celebrating their festivals with ‘their drink.' Similarly, the drinking pattern can help the retailers to know that how much stock they should keep with them as per the frequency of purchase(Wolde, n.d.). This study is also beneficial to the marketing officers, students who study marketing, the researchers in this area, various authors, and manufacturers of drinks to enhance their knowledge about drinking habits of consumers and know what elements encourage them to select the drink and what method of drink is adopted by them.
Literature review
(Satnam, 2014) has researched on the preference of consumers towards soft drinks. He has mentioned that there has been a significant transformation in the beverage sector, and there has been tremendous growth in the industry of carbonated and non-carbonated drinks. Since the past, the preferences of consumers have become more complex, and it has gained more importance for the retailers. The researcher identified the factors the impacted the preference of consumers towards the drinks and he also measured it gender wise. He surveyed 150 shoppers in the mall using a structured questionnaire. It was found that six major factor made consumers prefer a particular drink. They were- the satisfaction of thirst, the price of drink, availability, brand, reliability and taste of the drink.The purpose of the study was to help the retailers and manufacturers of drinks to find the preferences of consumers and which factor played the major role so that they could market their strategies accordingly. Also, when consumers are profiled as per their preferences then, meaningful ways can be identified to understand the segments of consumers and develop marketing strategies accordingly. In the current study, the scope of research is in the marketplace of UK as people of various age groups and sections would be present there. This idea has been taken from the mentioned research paper as it was found to be very useful and relevant. Also, few factors were also picked from here.
(Anojan & Subaskaran, 2015)studied Consumer’s Preference and Consumer’s Buying Behavior on Soft Drinks in Sri Lanka. Two variables were established for preference of consumers and buying behavior of consumers and then four sub-variables were established in consumer's preference that was perceived the product, perceived price, perceived place, perceived promotion. Four sub-variables were established in buying behavior that was as the culture, Social factors, personal factors, psychological factors. The purpose of this study was to evaluate this preference of consumers towards the drinks and their buying behavior. Various personal information has also been included in this study related to the gender of consumers, business location, income, a period of consumption, a brand of drink, advertisements, etc. The dimensions of all variables were included in it. The researcher used a sample of 300 to collect the relevant information and used a structured questionnaire to conduct the research. Data analysis was done in SPSS and results were displayed using tables. The results showed that the level of Necto was effective, and Pepsi and Coke were moderate. The author also recommended some measures to increase the effectiveness of variables by which problems could be eradicated. The relation between preference and buying was found using correlation technique, and there was a significant relation between the two. The data that will be analyzed in the current research will use SPSS and results will be displayed using tables. So this idea was taken from the mentioned research as here it was successful in analyzing the data.
(Nashath, n.d.) conducted a study in which the researcher found the impact of some independent factors like a brand of drink, price, taste, quality, availability, variety, offers on the overall preference of consumers for drinks. Multiple regressions were used in SPSS to analyze the data and demographical factors were examined to determine the preference of consumers for drinks. Frequency table and chi-square were used to analyze the data further. It was found that all variables that were mentioned in the study previously have a significant impact on the overall preference of the consumer. There have been many factors that are included in the current study for determining that what impacts the decision of a consumer to buy a particular drink. So, the factors have been referred from this research paper.
In another study(Sdrali et al., 2010), the influence of the dynamic preferences of consumers on the competitive strategy of marketers was studied. The author tried to evaluate that the perpetual dominance of a pioneer into the customer segment is successful to what extent and how much the managerial decision making impacts it. It was found that brand plays an important role in consumer preferences. Marketers select attractive competitive strategies to compete with the brands successfully. In the current study, one of the purposes of research that is mentioned in the introduction is that this study will help the marketers to develop appropriate strategiesso that they can promote their product in a better way as per the drinking habits of consumers. So this purpose has been taken from the mentioned research paper.
(Adriant, 1998) in his research mentioned that consumer liking for a drink depends on the taste of it and health considerations. He evaluated adults and took 305 people as the sample. A short questionnaire was prepared on drinking habits of consumers and factor analysis was conducted on the data collected. The data showed that people were conscious of their health. So the tastes remained a secondary preference for the people. This research was done mainly on cola drinks. In extension to this, another research was conducted by (Banumathy and Hemameena, 2006) who studied the preference of brand when talking about drinks. It was found that after the phase of globalization, the consumers started liking the international brands like coke and Pepsi. These were preferred because it gave them good taste and they were very refreshing. In the current study, there are some factors that have been included in the questionnaire to determine that what influences the consumer preference for a particular drink. one of the factors is ‘brand’ in it which was taken from this research as it was found that brand plays a major role in determining the preference of consumers. Though these researchers focus on soft drinks only but brands are also present in juices and water.
Objectives of the study:
The study focuses on fulfilling the following objectives
1. To find out the preferred drink of consumers in the UK
2. To identify the factor(s) that encourage people to select a drink of their choice.
3. To find out consumer’s preferred method of drinking.
4. To determine customer’s buying pattern for the drinks.
5. To determine customer’s drinking pattern of their preferred drink.
2. To identify the factor(s) that encourage people to select a drink of their choice.
3. To find out consumer’s preferred method of drinking.
4. To determine customer’s buying pattern for the drinks.
5. To determine customer’s drinking pattern of their preferred drink.
Research methodology
Research design:
This is a descriptive study. The major idea behind this study is to define the behavior and preference of consumers towards their drinking habits and choice of drink. Here the characteristics of consumers will be studied i.e. their preference, choices, patterns of consumption, etc. In this, the information is gathered by keeping the environment constant; no manipulation is done. This is not experimental in a true sense. In this study, a one-time interaction is required with the people using surveys and interviews. These studies are the best way to gather information and establish relationships for describing the world and variables. It forms the basis for experiments as one can know that what specific things need to be done and what all is to be manipulated. Through this kind of study, one can describe the sample which takes part in the study and survey is a technique of the study. Our study is descriptive as we aim to define the characteristics of consumers in terms of evaluating their preferences for drinks. The study is mainly quantitative as respondents will be made to answer the questions from certain categories that are pre-defined in the questionnaire.
Participants:
A sample of 300 is estimated to participate in the study. The study will be conducted in the popular shopping places of UK because it will be easier to reach the people there. Also, people of all age groups can be found there. They consume drinks while shopping so in the marketplace if a consumer is found to consume any drink so he can be reached and asked on the spot that why he prefers that particular drink and other information can also be obtained then and there only.Though people of all age groups will be included in the study but more focus will be given to the youth as they are the trend setters in today's world, and they are the future consumers of major products. Simple random sampling will be used to gather data. Every individual will have an equal chance of getting selected in the study, but majorly the youth will be targeted.
Research ethics:
This research will be conducted in an ethical way. It will serve its purpose in the right manner. All the objectives will be targeted and fulfilled in the study. The research will give an insight to the people who are associated with it. The data will be collected in a genuine way, and Cronbach's Alpha will be used to determine that how much is the data reliable. This will help in testing the internal consistency of data. The literature that will be reviewed in this will relate to the current study and will be relevant to it. This can be tested by looking at the references in the bibliography and in-text citations. The confidentiality and privacy of the respondents will be maintained.
This research will be conducted in an ethical way. It will serve its purpose in the right manner. All the objectives will be targeted and fulfilled in the study. The research will give an insight to the people who are associated with it. The data will be collected in a genuine way, and Cronbach's Alpha will be used to determine that how much is the data reliable. This will help in testing the internal consistency of data. The literature that will be reviewed in this will relate to the current study and will be relevant to it. This can be tested by looking at the references in the bibliography and in-text citations. The confidentiality and privacy of the respondents will be maintained.
Data collection:
In the current study, both primary and secondary source will be used. A questionnaire will be designed to conduct primary research. Secondary sources will be used too like journals, research papers and books that will review the literature. Both the methods are suitable for this study. The questionnaire will be used to fulfill the objectives of study as it will give a perspective of the preferences of the consumers about their drinking habits. The literature that will be reviewed will be used as a base for this study.
In the current study, both primary and secondary source will be used. A questionnaire will be designed to conduct primary research. Secondary sources will be used too like journals, research papers and books that will review the literature. Both the methods are suitable for this study. The questionnaire will be used to fulfill the objectives of study as it will give a perspective of the preferences of the consumers about their drinking habits. The literature that will be reviewed will be used as a base for this study.
Data analysis:
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Place Your OrderData will be analyzed using two software- SPSS and MS Excel. In SPSS, the reliability of data will be tested, impacts can be determined. In Excel, the bar graphs, pie charts, etc. will be made that will display the results in a proper way. Also, various calculations regarding the numbers, frequency, can be done in this software. SPSS is recommended for advanced analysis, but reliability can be tested here only. Graphs can also be made in SPSS, but Excel will give a more good presentation to the work. MS Excel software will also be used for making bar graphs and for applying functions to ‘sum’; ‘if’; ‘count if’ on the data.
Appendix-1
Questionnaire
This questionnaire is designed purely for academic purpose.
Name of respondent:
Age:
Occupation:
Gender:
1. Do you consume drinks?
a. Yes
b. No
2. Which drink do you consume most frequently?
a. Soft drink containing carbohydrates
b. Soft drink without carbohydrates
c. Juices
d. Water
3. How frequently do you consume your preferred drink?
a. Once in a day
b. Twice in a day
c. More than twice in a day
d. Four times in a month
e. More than four times in a month
4. On what occasions do you consume your preferred drink the most?
a. While feeling thirsty
b. During parties and celebrations
c. Just for the sake of drinking something
d. Others (Please specify your reason) …………………………………………………………………..
5. How frequently do you buy your preferred drink?
a. One bottle/can per day
b. Two bottles/cans per week
c. Ten bottles/can per month
d. More than that
6. What encourages you to select the drink of your choice? (You can tick more than one option)
a. Brand
b. Price
c. Taste
d. Availability
e. Variety
f. Advertisement
g. Quality
h. Discounts and offers
7. How do you wish to consume your favorite drink?
a. By pouring it in glass or cup
b. Directly through bottle or pack
c. With ice/ ‘On the rocks.'
d. Any container but it should be at room temperature
8. Rate the following factors in terms of their importance when you make choice of consuming a drink (1 is the highest, 8 is the lowest):
a. Brand
b. Price
c. Taste
d. Availability
e. Variety
f. Advertisement
g. Quality
h. Discounts and offers
This questionnaire is designed purely for academic purpose.
Name of respondent:
Age:
Occupation:
Gender:
1. Do you consume drinks?
a. Yes
b. No
2. Which drink do you consume most frequently?
a. Soft drink containing carbohydrates
b. Soft drink without carbohydrates
c. Juices
d. Water
3. How frequently do you consume your preferred drink?
a. Once in a day
b. Twice in a day
c. More than twice in a day
d. Four times in a month
e. More than four times in a month
4. On what occasions do you consume your preferred drink the most?
a. While feeling thirsty
b. During parties and celebrations
c. Just for the sake of drinking something
d. Others (Please specify your reason) …………………………………………………………………..
5. How frequently do you buy your preferred drink?
a. One bottle/can per day
b. Two bottles/cans per week
c. Ten bottles/can per month
d. More than that
6. What encourages you to select the drink of your choice? (You can tick more than one option)
a. Brand
b. Price
c. Taste
d. Availability
e. Variety
f. Advertisement
g. Quality
h. Discounts and offers
7. How do you wish to consume your favorite drink?
a. By pouring it in glass or cup
b. Directly through bottle or pack
c. With ice/ ‘On the rocks.'
d. Any container but it should be at room temperature
8. Rate the following factors in terms of their importance when you make choice of consuming a drink (1 is the highest, 8 is the lowest):
a. Brand
b. Price
c. Taste
d. Availability
e. Variety
f. Advertisement
g. Quality
h. Discounts and offers
Appendix-2
List of resources required to conduct the survey:
1. Photocopying facility- for copying the questionnaires
2. Envelops
3. Stamps
4. Food
5. Stationery
Timetable
Task start date end date Duration(in days)
Questionnaire formulation and sample distribution 2
Testing reliability of questionnaire 3
Data collection 10
Writing introduction 11
Literature review 5
Data analysis 1
Findings and conclusion 2
Final editing 2
1. Photocopying facility- for copying the questionnaires
2. Envelops
3. Stamps
4. Food
5. Stationery
Timetable
Task start date end date Duration(in days)
Questionnaire formulation and sample distribution 2
Testing reliability of questionnaire 3
Data collection 10
Writing introduction 11
Literature review 5
Data analysis 1
Findings and conclusion 2
Final editing 2
References:
Anon, (2016). [online] Available at: http://THE STUDY OF CONSUMER’S ATTITUDES AND BEHAVIORS TOWARDS CARBONATE SOFT DRINKS [Accessed 13 Apr. 2016].
Adriant.Beverly (1998), Sources of Customer preferences with soft drinks: A Comparative Study of Different Customer Segments. Int. Rev. of Retail, Distribution and Consumer Research, Vol. 16, No. 1, 115
Banumathy and Hemameena (2006), Customer satisfaction and customer preferences towards soft drinks. Total Quality Management & Business Excellence, Jul/Aug, Vol. 19 Issue 7/8
Bergh, V., Bruce, G. and Katz, H. (1999). Advertising Principles: Choice, Challenge, Change, Lincolnwood, And 2nd ed., Contemporary Publishing Group, IL: NTC.
Finlayson, D. (2005). Market development of bottled waters. In D. Senior and N. Dege (2nd ed.), Technology of bottled water (p.6). UK: Blackwell Publishing.
Manoj Patwardhan (2007) carbonated and non-carbonated drinks in India- An Empirical Study of Appropriate Formats and Expected Trends. Global Journal of Business Research, Volume 3, No. 2.
Scribd. (2016). “A detailed study of consumer attitude & behavior towards carbonated drinks”. [online] Available at: https://www.scribd.com/doc/16587905/A-detailed-study-of-consumer-attitude-behavior-towards-carbonated-drinks [Accessed 13 Apr. 2016].
Sdrali, D., Anisiadou, M., Goussia-Rizou, M. and Costarelli, V. (2010). Adolescents' soft drinks consumption in family environment: a case study in Northern Greece. International Journal of Consumer Studies, 34(6), pp.684-690.
Surveymonkey.com. (2016). Consumer Behavior towards soft drink Survey. [online] Available at: https://www.surveymonkey.com/r/?sm=ltQcIuMsZ6Iad6JFQG4OsA%3D%3D [Accessed 13 Apr. 2016].
Wolde, T. (n.d.). Brand Awareness and Brand Preference for Carbonated Soft Drinks: Evidence from Cadbury Schweppes Ethiopia. SSRN Electronic Journal.
Surveymonkey.com. (2016). Consumer Behavior towards soft drink Survey. [online] Available at: https://www.surveymonkey.com/r/?sm=ltQcIuMsZ6Iad6JFQG4OsA%3D%3D [Accessed 13 Apr. 2016].
Wolde, T. (n.d.). Brand Awareness and Brand Preference for Carbonated Soft Drinks: Evidence from Cadbury Schweppes Ethiopia. SSRN Electronic Journal.
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