Energy Drink Brand Perceptions

Goals

To understand how consumers view different brands of energy drinks; develop attribute lists.



Early Findings

In general, it appears that energy drinks have had mixed perceptions as a result of negative publicity at times due to health risks from the high-levels of caffeine. There was a decline in the market through a low point in 2012, but it appears that this has to some extent turned around since, with a focus on charitable work and educating the public on healthy consumption.

Here are some top brands currently on the market and some brand perceptions about them.

Research proposal:

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