Consuming energy drinks-factor that influence university students of Dhaka city, Bangladesh.

1. PRESENTATION ON
CONSUMING ENERGY DRINKS: FACTORS
THAT INFLUENCE UNIVERSITY STUDENTS IN
DHAKA CITY, BANGLADESH
VENUE : DAFFODIL INTERNATIONAL
UNIVERSITY

2. Presented by
Akteruzzaman
ID:142-11-3827
Ashikur Rahman
ID:142-11-3813

3. Abstract
Background & Literature Review
Objectives
Methodology
Data Analysis
Empirical Findings
Summary and Managerial Implications

4. Abstract
energy drink is a type of beverage containing stimulant
drugs, usually including caffeine, which is marketed as
providing mental and physical stimulation.
Coffee tea and other naturally caffeinated beverages are
usually not considered energy drinks. Other soft
drinks such as cola may contain caffeine, but are also
not energy drinks. Some alcoholic beverages, such
as Buck fast Tonic Wine contain caffeine and other
stimulants. According to the Mayo Clinic, it is safe for
the typical healthy adult to consume a total of 400 mg of
caffeine a day.so this research we try to find out which
brand prefer to the customer among four brands and the
customer reaction for drinking habit time.

5. The respondents were chosen randomly. SPSS 20 and MS EXCEL 2013 have been used
to analyze data. Independent Variables were chosen after reviewing relevant and
related literature of previous studies. Stepwise regression model has been used to
analyze the data. Five factors (independent variable) have been tested to find out their
impact on customer purchase intention of energy drinks and use for self-satisfaction.
The research results showed that there is positive and significant relationship between
all of the five factors of purchase decision (taste, brand, caffeine, Prestige, feeling
smart) with the purchase intention and use for self satisfaction by the male and female
consumers of energy drinks in Dhaka city.
Abstract

6. METHODOLOGY
 Research design
 Sampling method
 Sample size
 Primary data
 Secondary data
 Quantitative sampling
 Questionnaires
 Internet, books, journals

7. OBJECTIVES
Broadly this research tries to find out which Factors affect of
consuming energy drinks that influence university students in
Dhaka city, Bangladesh.
Which brand prefer for consuming energy drinks by the young
generation mostly the students of Dhaka city.
Specific objective
 What factors influence to buy energy drinks (purchase intension)
 What factor think to purchase different energy drinks brands(self
satisfaction)

8. DATA ANALYSIS
Analysis tools
Demographic information, chi square test, reliability
test, factor analysis, Regression, ANOVA .
Graphical representation
Table, SPSS, MS Excel

9. Research Subject Consuming energy drinks
Age 20-25
Gender 76% Male
24% Female
Occupation Student (100%)
Mostly preffered energy drinks brand Speed 59%
Empirical Findings

10. EMPIRICAL FINDINGS
Chi-Square Tests result between gender and purchase place choice .000 high significant
Chi-Square Tests between Gender and preferred medium of advertisement .019 moderately significant
Chi-square test between the period of time of consume energy drinks and health conscious .000 High significant

11. Empirical Findings
Factors level of Agreement
 It has great Taste 69% agree
It has high Calories 74% agree
It gives me Energy 75% agree
I drink when hangout with my friends 59% agree
it gives me smartness 64% agree
It makes me feel refreshed 56% agree
It satisfy my thirst 61% agree

12. Empirical Findings
 Dependent variables: Consuming types of energy drinks
 Independent variables: Taste, Refreshment, Caffeine and Brand loyalty
R square change ( correlation) : 49% describes
significant level
Caffeine .942
Refreshment .792
Taste .000
Brand loyalty .000

13. Summary and managerial implications
 Drinking energy drinks is a popular practice among university
students for a variety of situations. Although for the majority of
situations assessed, users consumed one energy drink with a
reported frequency monthly or occasionally. In this research also
find that students who consume energy drinks daily are less health
conscious rather than who drink occasionally. Also help future
researchers to find out the factor by which university students
influence to consume energy drinks.

14. 