Energy drinks research methodology | Thesis Marketing

TOPIC : Impact of advertisement of energy drinks on consumer buying

decision.

RESEARCH OBJECTIVES

- To gather the extent of consumer awareness regarding the claims that energy drink’s

advertisement make.

- To understand how advertisements influence the consumers preference in choosing energy

drinks over soft drinks

- To understand what factors affect a typical consumers buying decision.

RESEARCH DESIGN

Research design is a framework of research methods and techniques used by the researcher in

making various decisions about the type of data required, the target audience and the source

through which the research is procured. This section mentions the techniques which have been

used to identify, select, process and analyze the data which has been included in the research. It

validates the data and helps the reader learn the credibility and reliability of this research paper.

For this study, the research design chosen by the group is descriptive cross-sectional research

data to understand the prevalence of an outcome in a population. This is done by studying

multiple groups in the population at the same time. This will allow us to focus on independent

and dependent variables; as different groups will have different age, income, education,

background, occupations. This helps in making the research more detailed.

The approaches of marketing research which the group have chosen to use for our research

purpose is quantitative method. Quantitative research demonstrates into numbers and statistics.

This research methodology can be used in our research, as it is both effective and efficient.

Quantitative research should be viewed as complementary. The primary data can be collected

through specified research methods. This is the most suitable option, apparently to know about

the awareness, preference, perception, attitude. This can be termed under quantitative experience

data, for instance, the data would aim to generalise information, as this requires careful study.

Primary data is any original information that is being collected for the purposes of answering the

research question (e.g. through surveys, observations and experiments).primary data is time

consuming but the gathered information can be controlled over the sampling and measurements.

Quantitative strategies permit to test a theory by methodically gathering and dissecting

information. It is used to analyse data collected in a statistically valid manner (e.g., from

experiments, surveys, and observations). Our aim is to know where the energy drink stands in the

market, are people aware, what is the perception regarding this specific term, to gather this

source of information we have taken quantitative approach and would use primary method.

Quantitative experimental study research will the most appropriate method as it produces

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TOPIC : Impact of advertisement of energy drinks on consumer buying

decision.

RESEARCH OBJECTIVES

(^) To gather the extent of consumer awareness regarding the claims that energy drink’s advertisement make.
(^) To understand how advertisements influence the consumers preference in choosing energy drinks over soft drinks
(^) To understand what factors affect a typical consumers buying decision. RESEARCH DESIGN Research design is a framework of research methods and techniques used by the researcher in making various decisions about the type of data required, the target audience and the source through which the research is procured. This section mentions the techniques which have been used to identify, select, process and analyze the data which has been included in the research. It validates the data and helps the reader learn the credibility and reliability of this research paper. For this study, the research design chosen by the group is descriptive cross-sectional research data to understand the prevalence of an outcome in a population. This is done by studying multiple groups in the population at the same time. This will allow us to focus on independent and dependent variables; as different groups will have different age, income, education, background, occupations. This helps in making the research more detailed. The approaches of marketing research which the group have chosen to use for our research purpose is quantitative method. Quantitative research demonstrates into numbers and statistics. This research methodology can be used in our research, as it is both effective and efficient. Quantitative research should be viewed as complementary. The primary data can be collected through specified research methods. This is the most suitable option, apparently to know about the awareness, preference, perception, attitude. This can be termed under quantitative experience data, for instance, the data would aim to generalise information, as this requires careful study. Primary data is any original information that is being collected for the purposes of answering the research question (e.g. through surveys, observations and experiments).primary data is time consuming but the gathered information can be controlled over the sampling and measurements. Quantitative strategies permit to test a theory by methodically gathering and dissecting information. It is used to analyse data collected in a statistically valid manner (e.g., from experiments, surveys, and observations). Our aim is to know where the energy drink stands in the market, are people aware, what is the perception regarding this specific term, to gather this source of information we have taken quantitative approach and would use primary method. Quantitative experimental study research will the most appropriate method as it produces

generalise knowledge about the topic. According to our research objective, we focus on the false advertisements which energy drinks demonstrates. The survey could conclude the following answers through detailed questionnaire. The sampling unit would consist of consumption unit by man and women. The data would be collected through multiple close-ended questionnaire, answers to which would be collected using google forms. The sample size of the research would consist of 250-300 respondents, from diverse backgrounds, ethnicity, comprising the demographics like, age, gender, and occupation. It could also be collected through trending social-media platforms (e.g., Instagram, Facebook, twitter, etc) since, various social media influencers and actors/actress come up with raising issues with brands of energy drinks. They act for them through paid partnership and sponsorships. The questions asked are majorly based around the objectives of our research study which consist of gathering the extent of consumer awareness regarding the advertisements of energy drinks, preferences of consumers for specific brands, and to understand their typical buying decision. The questionnaire is divided into four different parts. We firstly began with questions related to awareness to meet our first research objective. However, this section of questionnaire will give a point of view and answers to the questions related to consumer’s awareness about various energy drinks brands, their association brands, and the reactions to it. The second part of our questionnaire includes preferences and perceptions related questions to meet our second objective. This will form how the consumers make sense of the cognitive stimuli, and what they perceive from individual preferences. The third part includes purchase intension questions, the buying decision of consumers with respect to abrasive advertisements. The fourth part will include questions based on the demographics. ADVANTAGES AND LIMITATIONS OF CERTAIN RESEARCH METHODOLOGY QUANTITATIVE RESEARCH METHOD Quantitative research rotates around the collection of certain statistical data and analysing them through statistical techniques to explain a phenomenon. The information is gathered through surveys, polls, studies and so on, utilising computational strategies. It is then analysed by utilising numerical or measurable systems. Advantages :

When the selection process is well mapped and designed & the sample represents the examination populace, the findings can be effectively summed up.
It is relatively easy to analyse as compared to other methods.
Data turns out to be very relevant, reliable & precise.

forward it as much as possible. As the technique we have used it random sampling, and our target consumers are anyone between the age of 0-50, this method has been very effective and has helped us collect data very quickly. However, at times a lot of people just fill the form for the sake of it and do it in a very haphazard way. Therefore we have come up with a way that we will use to filter the unneeded or forced forms; this will result to make our data more reliable and validate our end results. We are doing the same by skimming through every form individually. It is time consuming but this ensures a better end result. SOFTWARE : SPSS SPSS is the short form of Statistical Package for the Social Sciences. It is one of the most popular statistical tools used for performing complex statistical analysis. SPSS is beneficial for both qualitative and quantitative data equal importance is been given for both data sets, about 85% of the research scholars carry quantitative data for their further analysis, so the layman thinks that the SPSS software is more beneficial in quantitative data than qualitative one but no SPSS gives equal weight age for both data sets. Even if there are several software’s available in market to analyze quantitative data SPSS is more preferable than other software’s. Since SPSS is user friendly software & ease to use for the beginners and also helps in analysis even when the data set goes larger. (Admin, 2017) For our research purpose we can use SPSS as it has various programs which can help us analyze and visualize our data easily. SPSS’s statistics program gives a large number of basic statistical functionality; some of them include frequencies, cross tabulation, and bivariate statistics, etc. It also builds and validates predictive models with the help of advanced statistical procedures. It gives robust feedback analysis which in turn gets a vision for the actual plan. Researchers found this visual designer data to create a wide variety of visuals like density charts and radial box plots. CONSTRUCTS USED FOR THE RESEARCH METHODOLOGY-

Consumer preference and attitude : The main objective of the marketing is to satisfy target customers and their needs, wants, perception and preference as well as their buying behaviour. For the studying of the consumers buying behaviour and their patterns we have taken into consideration the selected brand (RedBull, Sting) the most popular brands available in the market. The existence of these energy drinks is led by the young adolescents who need caffeine to stay awake at night or to reduce tiredness. These Energy drinks are very popular amongst the youth. The objective of this research paper is to know the consumer preference for the energy drink products that are popular amongst the youngsters. This paper will follow a quantitative approach, with data collection as a survey method. This would help us know

the most preferred energy drink. The study's primary objectives are to figure out the consumption patterns and the likability among the selected energy drink brands available in the area.

Consumer awareness : The deceptive statements made by these advertisements purely for the intent of marketing their brand is gravely unethical because they tend to confuse the customers. Consumer complaints about the performance of these products, as well as their side effects are often ignored. The survey questions are designed in a way to study the extent of awareness regarding the misleading advertisements and to learn about the perception the consumers have around It. The survey begins with questions about advertisements and the brands that promote it. Mental functioning are one of the interests amongst the youth, many suffer from sleep deprivation and hence we have asked questions about the sugar levels and the ingredients they are aware about that may potentially be harmful to the body. HYPOTHESIS

Energy drinks research methodology, Thesis of Marketing

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Partial preview of the text

Download Energy drinks research methodology and more Thesis Marketing in PDF only on Docsity!

TOPIC : Impact of advertisement of energy drinks on consumer buying

decision.

RESEARCH OBJECTIVES