Presentation on the comparative perception of vitamin water and energy drinks in Pakistan.

2. PROBLEM STATEMENT:
To understand the comparative perception of
purchase of Energy drinks and of Vitamin water
between young students aged between 15-35 years
and why Vitamin water does not sell despite the fact
fact that energy drinks market is growing.

3. Research Objectives:
To find out the level of purchase of energy drinks amongst young
students with references to
a. Price b. Energy boost level c. Taste d. Packaging e.
Advertisements f. Brand image g. Side effects
2. To find out level of purchase of vitamin water amongst young
students with reference to a. Taste b. Packaging c.
Advertisements d. Brand image

4. Background:
The aim for this research was based on a few
important factors that crossed out way.
1. Assessing Energy Drink market of Pakistan.
2. Growing trends of energy drinks consumption
3. Anticipated growth of the energy drink market4.
Failure of Vitamin water as a energy drink in the
growing market of Pakistan

5. PRICE
BRAND IMAGE
ADVERTISEMEN
T
TASTE
PPACKAGING
‘SIDE EFFECTS
Theoretical framework

6. TASTE
P PACKAGING
HADVERTISEMENT
BRAND IMAGE
PURCHASE OF VITAMIN WATER

7. Hypothesis for Purchase of Energy Drink:
Ho: The Price Level of Energy Drink has no impact on the purchase of Energy Drink among young students.
H1: The Price Level of Energy Drink has an impact on the purchase of Energy Drink among young students.
Ho: Energy Boosting ingredients has no impact on the purchase of Energy Drink among young students.
H2:Energy Boosting ingredients has an impact on the purchase of Energy Drink among Young students.
Ho: Taste has no impact on the purchase of Energy Drink among young students.
H3:Taste has an impact on the purchase of Energy Drink among young students.
Ho:Packaging of Energy Drink has no impact on the purchase of Energy Drink among young students.
H4:Packaging of Energy Drink has an impact on the purchase of Energy Drink among young students.
Ho:Advertisement of Energy Drink has no impact on the purchase of Energy Drink among young students.
H5:Advertisement of Energy Drink has an impact on the purchase of Energy drink among young students.
Ho: Brand image has no impact on the purchase of energy drinks among young students.
H6: Brand image impacts purchase of energy drinks.
Ho: Side effects of energy drink does not impact the purchase of energy drinks.
H7: Side effects of energy drinks has an inverse relationship with purchase of energy drinks.

8. Hypothesis for Purchase of Vitamin Water:
Ho: Taste has no impact on the purchase of vitamin water.
H8: Taste has an impact on the purchase of vitamin water.
Ho: Packaging of vitamin water does not have an impact on the purchase of vitamin
water.
H9: Packaging of vitamin water Hasan impact on the purchase of vitamin water.
Ho: Advertising has no impact on the purchase of vitamin water.
H10: Advertising has an impact on the purchase of vitamin water.
Ho: Brand image of vitamin water has no impact on the purchase of vitamin water.
H11: Brand image of vitamin water has impact on the purchase of vitamin water.

9. RESEARCH DESIGN:
Nature of the study: CP study = descriptive research
Comparative perception of purchase of Energy drink and purchase of Vitamin
water= descriptive research.
Data Collection Method:
Method: Survey
Tool: Questionnaire
Unit of analysis:
Young adults both male and female between 15-35 years, both
consumers and non consumers of energy drinks.

11. Time frame:
The research was carried out for the period of 6
weeks.
4 weeks for planning
1 week for data collection
1 week was for a analysis and findings
Data analysis:
Method:Descriptive Analysis
Tool :Pie-charts
Method: Inferential Analysis
Tool :SPSS

16. Purchase of energy drinks:

23. Thank you