Behavioural Analysis of Energy Drink Consumers in India

Behavioural Analysis of Energy Drink Consumers in India

Behavioural Analysis of Energy Drink Consumers in India

Behavioural Analysis of Energy Drink Consumers in India

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.

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