Affiliation:
1. Shri Jairam Bhai Patel Institute of Business Management and Computer Applications, Affiliated to Gujarat Technological University
Abstract
Since 1997, when Red Bull made its debut in the market, energy drink consumption has continued to increase. Energy drinks are marketed to young adults, yet there is little research about how energy drinks are consumed in Gandhinagar, Gujarat, among college students. The purpose of this study was to track college students' consumption patterns of energy drinks. The data was collected randomly from 500 college students. The collected data was analysed using descriptive and inferential statistical analysis to identify the potential reasons for the consumption of energy drinks and the most popular energy drink among college students. It was found that energy drink consumption is common among college students, especially if they are sleep-deprived, if they need extra energy during study sessions also when driving an automobile for such an extended time. The findings from this study revealed that Redbull is clearly leading the energy drink market among the competitors. As it has more recall value than other brands in the segment, it clearly hits the right spot. The brand Redbull is very strong and effective. Yet there are some things which can be improved like high price, taste of the drink can be better and Redbull can provide more clear information about the ingredients used in the product as consumers give more importance to those factors while purchasing Redbull.