Consumer perception on caffeine-containing energy drinks and their influence on purchasing decisions of athletes at Cavite State University-Bacoor Campus.
Type
Thesis
Authors
Category
Thesis-BSBM
[ Browse Items ]
Publication Year
2022
Pages
x, 141p.
Tags
Abstract
The Philippines has numerous caffeine-containing energy drinks on the
market today that offer energizing effects to the body, such as Cobra, Sting, Red
Bull, Monster, Extra Joss, Energy Shot, etc. The athletes of Cavite State University –
Bacoor Campus' opinions, thought, awareness, and feelings about the product were
percepts in terms of the intrinsic cues, extrinsic cues, and consumers' attitude in
identifying personal and social factors that influence their decision to purchase their
particular and preferred energy drink.
Among 140 respondents, 88 people were Gen Z athletes aged 22-24 and
millennial athletes aged 25. Most of them were male (77 respondents) while 51
people preferred Cobra as their beverage when playing sports. The perception of
athletes regarding intrinsic cues, extrinsic cues, and consumers' attitudes influences
the personal and social factors in their decision to purchase caffeine-containing
energy drinks. Results revealed that athletes showed a very positive perception that
moderately influenced them in buying energy drinks.
The researchers recommend to businesses that offer caffeine-containing
energy drinks pay close attention to creating more advertisements. People close to
athletes should guide them about the risk and benefits of caffeinated energy drinks.
The probable effect of this study is for researchers to identify the perception of
consumers on what influences them in purchasing caffeine-containing energy drinks.
This may be why Asia Brewery Inc. is one of the leading manufacturers that produce
energy and beverages in the market.
market today that offer energizing effects to the body, such as Cobra, Sting, Red
Bull, Monster, Extra Joss, Energy Shot, etc. The athletes of Cavite State University –
Bacoor Campus' opinions, thought, awareness, and feelings about the product were
percepts in terms of the intrinsic cues, extrinsic cues, and consumers' attitude in
identifying personal and social factors that influence their decision to purchase their
particular and preferred energy drink.
Among 140 respondents, 88 people were Gen Z athletes aged 22-24 and
millennial athletes aged 25. Most of them were male (77 respondents) while 51
people preferred Cobra as their beverage when playing sports. The perception of
athletes regarding intrinsic cues, extrinsic cues, and consumers' attitudes influences
the personal and social factors in their decision to purchase caffeine-containing
energy drinks. Results revealed that athletes showed a very positive perception that
moderately influenced them in buying energy drinks.
The researchers recommend to businesses that offer caffeine-containing
energy drinks pay close attention to creating more advertisements. People close to
athletes should guide them about the risk and benefits of caffeinated energy drinks.
The probable effect of this study is for researchers to identify the perception of
consumers on what influences them in purchasing caffeine-containing energy drinks.
This may be why Asia Brewery Inc. is one of the leading manufacturers that produce
energy and beverages in the market.
Description
x, 141p.; cm.
Biblio Notes
Includes reference and appendices.
JAVELOSA, MICHELLE MARIE G., SUNGA, ANGELA MAE M., VILLARIN, MARK
LAURENCE D. Consumer Perceptions on Caffeine-Containing Energy Drinks
and Their Influence on Purchasing Decisions of Athletes at Cavite State
University - Bacoor Campus. Undergraduate Thesis. Bachelor of Science in
Business Management major in Marketing Management. Cavite State University –
Bacoor City Campus, City of Bacoor, Cavite. June 2022. Adviser: Ms. Janice A.
Nealega.
JAVELOSA, MICHELLE MARIE G., SUNGA, ANGELA MAE M., VILLARIN, MARK
LAURENCE D. Consumer Perceptions on Caffeine-Containing Energy Drinks
and Their Influence on Purchasing Decisions of Athletes at Cavite State
University - Bacoor Campus. Undergraduate Thesis. Bachelor of Science in
Business Management major in Marketing Management. Cavite State University –
Bacoor City Campus, City of Bacoor, Cavite. June 2022. Adviser: Ms. Janice A.
Nealega.
Number of Copies
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