Research Brief

Energy drinks have become increasingly popular in India, catering to a diverse range of consumers seeking a quick boost of energy. Understanding the preferences, dreams, dreads, motives, and behaviours of these consumers is crucial for tailoring marketing strategies and product development.

1. Preferences: Identify the key factors that influence consumer preferences for energy drinks.

2. Dreams: Understand the aspirations and lifestyle goals that drive consumers to choose energy drinks.

3. Dreads: Determine the concerns and fears consumers have regarding energy drink consumption.

4. Motives: Explore the underlying motives behind the purchase and consumption of energy drinks.

5.Behaviours: Analyze the consumption patterns, frequency, and situational contexts in which energy drinks are consumed.

Target Group

• Demographics: Consumers aged 15-45 years.
• Geography: Urban and semi-urban areas in India.
• Psychographics: Individuals with active lifestyles, including students, professionals, athletes, and fitness enthusiasts.