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ANNA UNIVERSITY
CHENNAI 600 025
Office of the Distance Education E-mail: Cegset25mba@gmail.com
Study Centre - College of Engineering

REVIEW REPORT 1
NAME : ROSHINI
ROLL NO : 1925MBA0066
CONTACT NO : 9789878040
SPECIALIZATION OPTED : MARKETING MANAGEMENT
BATCH NO : SET 25- B1
EMAIL-ID : Roshini.chandrasekar@gmail.com
Company project : NO
ONLINE STATUS : 1
TITLE OF THE PROJECT (online registered) : TO STUDY THE CONSUMERS
PREFERENCE OF HEALTH DRINK (MALT-BASED) BRANDS IN CHENNAI

If company project, Permission letter submitted: No

For Status 2 to 5 Modified Title :

Signature of the Guide: Guide Name and Designation:

Institution:

REMARKS (by Project Monitoring Committee)

RECOMMENDED / NOT RECOMMENDED TO PROCEED WITH THE PROJECT

Problem Literature Methodology: Guide Total:100
Definition: 10 Review: 30 30 Marks:30 Marks

Signature of the PMC In-charge Signature of the PMC Member

TO STUDY THE CONSUMERS PREFERENCE OF HEALTH DRINK (MALT-BASED) BRANDS IN
CHENNAI
A first review report

(Submitted by ROSHINI, Roll No: 1925MBA0066, Reg No: 68919100011)

1. NEED FOR THE STUDY

➢ The current Covid pandemic has pushed consumers to be more specific on their
health drink and the situation as forced them to depend on additional supplemental
products like health drinks
➢ India, the largest health drink-based market, accounts for 22% of worlds volume
sales for malt-based/nutritious health drinks. Due to technical development and
due to the influence of mass media, there is an increased health consciousness in
the society
➢ This study will brief about the consumer expectation along with satisfactory level
based on the various Health drinks available in the market
➢ To understand the different aspects that affect consumers in their choice, which
may include social and personal factors and their beliefs
➢ To analyze the impact of Media and advertisements which plays decisive factor in
purchasing a product and also to determine the consumer loyalty, as well as gifts
offered by manufacturers

2. REVIEW OF LITERATURE

Article 1
Author: Beşir KOÇ, Aykut GÜL, M. Göksel AKPINAR and Hilal Yilmaz
Journal: Journal of Nutrition & Food Sciences
Published: November 2016
Title: Determining Consumers’ Preferences for Energy Drinks Consumption: A Cross
Section Study from East Mediterranean, Turkey

This study aimed to determine profile and purchasing preferences of a target consumer group
who prefer and purchase energy drinks marketed under different names. The study was
carried out in Adana province, which is one of the largest cities of Eastern Mediterranean
Region of Turkey.

Article 2
Author: Seyhan Hidiroglu, Ozlem Tanriover, Sule Unaldi, Serdar Sulun and Melda
Karavus
Journal: Pakistan Armed Forces Medical Journal
Published: 2018
Title: Perception and practice of energy drinks consumption by medical students of
WAH medical college

To determine the frequency of use of energy drinks, to assess gender, residence and
year of education difference with the usage of energy drinks and the perception of
students about benefits of energy drinks consumption. Study Design: Cross sectional
study. Place and Duration of Study: Wah Medical College (WMC), from Jan to Jun
2016.Material and Methods: The 369 students of WMC from all years of MBBS course
were selected through convenient sampling technique. After obtaining verbal consent
the data were collected using a self-administered closed ended questionnaire and
analyzed by using SPSS version 19.

Article 3
Author: Gayathri Kumar, Sohyun Park, Stephen Onufrak
Journal: PubMed
Published: March 2015
Title: Perceptions about Energy Drinks are Associated with Energy Drink Intake
among U.S. Youth

Energy drinks are growing in popularity among youth because of their stimulant properties.
However, they can increase blood pressure and are associated with serious consequences
such as cardiac arrest. This study examined the associations between energy drink
perceptions and energy drink consumption among youth.
Article 4
Author: Shelina Visram, Stephen J. Crossley, Mandy Cheetham and Amelia Lake
Journal: PLOS One
Published: November 2017
Title: Children and young people’s perceptions of energy drinks: A qualitative study

This study aimed to explore children and young people’s attitudes and perceptions in
relation to energy drinks in a UK context. Consumption of soft drinks is declining in
many countries, yet energy drink sales continue to increase, particularly amongst young
consumers. Little is currently known about the drivers behind these trends. Energy drinks
are high in sugar and caffeine, and evidence indicates that regular or heavy use by under
18s is likely to be detrimental to health.

Article 5
Author: Malake Ghozayel, Ali Ghaddar, Ghada Farhat, Lara Nasreddine, Janine Kara,
Lamis Jomaa
Journal: PLOS One
Published: April 2020
Title: Energy drinks consumption and perceptions among University Students in Beirut,
Lebanon: A mixed methods approach

This study aimed to explore the consumption patterns and correlates of ED consumption,
as well as the perceptions and experiences of university students in Lebanon towards
these beverages.

Article 6
Author: Luigi Gallimberti, Alessandra Buja, Sonia Chindamo, Angela Vinelli, Gianna
Lazzarin, Alberto Terraneo, Emauele Scafato & Vincenzo Baldo
Journal: European Journal of Pediatrics
Published: May 2013
Title: Energy drink consumption in children and early adolescents

The aim of this study was to investigate the prevalence of energy drink consumption in
children and very young adolescents and to study the sociodemographic and environmental–
behavioral factors associated with regular, at least once a week, energy drink consumption in
early adolescence. This survey was conducted during the 2011–2012 school year in the
Province of Rovigo, in the Veneto Region (northeastern Italy), and involved a sample of 916
students.

Article 7
Author: Manal Itany, Batoul Diab, Samar Rachidi, Sanaa Awada, Amal Al Hajje, Wafaa
Bawab, Pascale Salameh
Journal: International Journal of High Risk Behaviors and Addiction
Published: May 2014
Title: Consumption of Energy Drinks Among Lebanese Youth: A Pilot Study on the
Prevalence and Side Effects

This research aimed to determine patterns of energy drink consumption and to assess the
prevalence of adverse side effects among energy drink users. A pilot cross-sectional study
survey was undertaken on students aged between 3 and 30 years in private and public
schools and universities in Lebanon over 5 months.

Article 8
Author: Sema Attila, Banu Çakir
Journal: Nutrition
Published: March 2011
Title: Energy-drink consumption in college students and associated factors

To investigate the frequency of energy-drink consumption and associated factors in a

group of college students. A cross-sectional study was conducted in Hacettepe University
(Ankara, Turkey) and included 439 students pursuing a career in medicine, sports, and
arts. Only fourth-year students were approached. Data were collected using a self-
administered standard questionnaire.

Article 9
Author: Richard Hardy, Nathalie Kliemann, Taylor Evansen, Jefferson Brand
Journal: Journal of Nutrition Education and Behavior
Published: January 2017
Title: Relationship Between Energy Drink Consumption and Nutrition Knowledge in
Student-Athletes

To identify the relationships between energy drink consumption, nutrition knowledge,

and socio-demographic characteristics in a convenience sample of student-athletes.

Article 10
Author: Marcie Beth Schneider, Holly J. Benjamin
Journal: Pediatrics
Published: June 2011
Title: Sports Drinks and Energy Drinks for Children and Adolescents: Are They
Appropriate?

The primary objectives of this clinical report are to define the ingredients of sports and
energy drinks, categorize the similarities and differences between the products, and
discuss misuses and abuses. Secondary objectives are to encourage screening during
annual physical examinations for sports and energy drink use, to understand the reasons
why youth consumption is widespread, and to improve education aimed at decreasing
or eliminating the inappropriate use of these beverages by children and adolescents

Article 11
Author: Brenda M Malinauskas, Victor G Aeby, Reginald F Overton, Tracy Carpenter-
Aeby & Kimberly Barber-Heidal
Journal: Nutrition
Published: Oct 2007
Title: A survey of energy drink consumption patterns among college students

The purpose of this study was to determine energy drink consumption patterns among
college students, prevalence and frequency of energy drink use for six situations,
namely for insufficient sleep, to increase energy (in general), while studying, driving
long periods of time, drinking with alcohol while partying, and to treat a hangover, and
prevalence of adverse side effects and energy drink use dose effects among college
energy drink users.
Article 12
Author: Celile ÖZÇİÇEK DÖLEKOĞLU, Ali KARA, Gürkan EREL, Oscar W
DeShields
Journal: Iktisat Isletme ve Finans
Published: 2001
Title: A Conjoint analysis of Turkish consumer preferences for energy drinks

The objective of this study is to examine the importance of product attributes of energy
drinks in consumer choice. A conjoint based survey was administered to 26 Turkish
consumers to examine how they made energy drink choice decisions.

3. OBJECTIVE OF THE STUDY

3.1 PRIMARY OBJECTIVE

➢ To study the consumers preference of malt-based health drinks and various factors
influencing in Chennai area.

3.2 SECONDARY OBJECTIVES

➢ Various analytical study about the consumer behavior of the Chennai region prove
the mentality of consumers that they need health drinks at an affordable price with
maximum quality
➢ To analyze the factors that influence consumers on their brand preference on
selection of Malt based Health Drinks
➢ To find why certain brand malt-based health drinks are alone preferred by various
consumers
➢ To study the problems faced by consumer while selecting the health drink

4 METHODOLOGY

➢ Population- Customers visit to selected outlet locations

➢ Sample Size- 200
➢ Sampling method- Non probability sampling
➢ Sampling technique- Convenience sampling
 ➢ Study area- Anna nagar east and Chromepet.
➢ Types of data- Primary and Secondary data
➢ Type of instrument- Questionnaire, information, and figures from published
journals
➢ Data collection- Distributing questionnaire, information collated from journals
pertaining to key sectors.
➢ Data coding- Primary data information collected from questionnaire will be coded
in Microsoft excel
➢ Data analysis- Conjoint analysis
➢ Statistical tests- Appropriate statistical tests to draw meaningful conclusion on the
secondary data

5. WORK DONE SO FAR

Data with regards to Chapters 1 to 3 have been gathered. With regards to Chapter 4 i.e..:
Methodology, data relating to population up to type of instrument has to be decided
upon. A draft copy of the questionnaire has also been prepared. A list of references has
also been compiled and will be modified when further articles are reviewed

6 WORK TO BE DONE

The remaining of Chapter 3 is to be dealt with. Work on Chapters 4 and 5 viz. Data
analysis & interpretation and Conclusions is yet to commence. Progress on these
three chapters is expected to be made once the questionnaire is distributed and after
appropriate responses are obtained from the respondents within the next month. The
Appendix would be worked on parallelly.

7 LIMITATIONS

This study is based on facts and circumstances as available till the date this paper
was completed. All information and data are available as per the current situation
as materialized. Pandemics are expected to have a severe negative impact on the
economy in the short run. Lockdowns and restrictions in local provision stores,
super markets and hyper markets operating time makes difficult to anticipate/predict
 the further challenges that could be posed by the pandemic.

Hence the result may vary on the basis of extension of the lockdown period, number of
infected cases, recovery rate, death rate, government policies decided from time-to-time
etc.

8 EXPECTED DELIVERABLES

An overview of how the consumers select their preferred brand of health drink and
consumer experience, expectation on the nutrition-based drinks. Based on the
findings, the manufacturers need to concentrate on quality, price and requirements
of the products. This study will also suggest means to mitigate the turbulence faced
by these industries with their competitors in the market. This also allow us to
understand the factors that affect consumers and their expectation towards various
health drink options they have in the market.

REFERENCES

Journal of Nutrition & Food Sciences (November 206), Determining Consumers’

Preferences for Energy Drinks Consumption: A Cross Section Study from East
Mediterranean, Turkey, https://www.longdom.org/open-access/determining-consumers-
preferences-for-energy-drinks-consumption-with-conjoint-analysis-a-cross-section-study-
from-east-mediterranean-turkey-255-9600.000324.pdf

Journal of Pakistan Medical Association (July 203), A survey of energy-drink

consumption among medical students, https://jpma.org.pk/article-
details/4290?article_id=4290

PubMed (March 205), Perceptions about Energy Drinks are Associated with Energy
Drink Intake among U.S. Youth, https://pubmed.ncbi.nlm.nih.gov/24460002/

PLOS One (November 207), Children and young people’s perceptions of energy drinks:
A qualitative study,
https://journals.plos.org/plosone/article?id=0.37/journal.pone.088668

PLOS One (April 2020), Energy drinks consumption and perceptions among University
Students in Beirut, Lebanon: A mixed methods approach,
https://journals.plos.org/plosone/article?id=0.37/journal.pone.023299

European Journal of Pediatrics (May 203), Energy drink consumption in children and
early adolescents, https://link.springer.com/article/0.007%2Fs0043-03-2036-

International Journal of High Risk Behaviors and Addiction (May 204), Consumption of
Energy Drinks Among Lebanese Youth: A Pilot Study on the Prevalence and Side
Effects, https://sites.kowsarpub.com/ijhrba/articles/9627.html

Nutrition (March 20), Energy-drink consumption in college students and associated

factors,
https://www.sciencedirect.com/science/article/abs/pii/S089990070000675?via%3Dihub

Journal of Nutrition Education and Behavior (January 207), Relationship Between

Energy Drink Consumption and Nutrition Knowledge in Student-Athletes,
https://www.sciencedirect.com/science/article/abs/pii/S49940466307345#:~:text=Stude
nt-
athletes%20tend%20to%20refrain%20from%20energy%20drink%20use,the%20benefit
s%20of%20collegiate%20athletes%20consuming%20energy%20drinks.

Pediatrics (June 20), Sports Drinks and Energy Drinks for Children and Adolescents: Are
They Appropriate?, https://pediatrics.aappublications.org/content/27/6/82

Nutrition (Oct 2007), A survey of energy drink consumption patterns among college
students, https://nutritionj.biomedcentral.com/articles/0.86/475-289-6-35

Iktisat Isletme ve Finans (200), A Conjoint analysis of Turkish consumer preferences

for energy drinks, http://www.iif.com.tr/index.php/iif/article/view/iif.200.290.2526

(SIGNATURE OF STUDENT) (SIGNATURE OF GUIDE)