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Determining Consumers’ Preferences for Energy Drinks Consumption with Conjoint Analysis: A Cross Section Study from East Mediterranean, Turkey

Beşir KOÇ, Aykut GÜL, M. Göksel AKPINAR and Hilal Yilmaz

Purpose: 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. Design/methodology/approach: Results of questionnaires administered to a total of 300 consumers through face-to-face interviews were evaluated in the study. Conjoint Analysis was used for data analysis. Conjoint analysis is a multivariate analysis technique commonly used in marketing research. Conjoint Analysis is a method for systematic evaluation and prediction of limited number of alternative choices of a consumer or decision-maker. Findings: It was found that the majority of the consumers consuming energy drinks were males in 18-24 age group. According to the results, packaging was the most influential factor affecting the consumers’ choices and preferences for energy drinks, and accounted for 31.78% of purchasing decisions. Other factors in purchasing decisions were price, the amount of caffeine and brand, respectively. Originality/value: Determining Consumers’ Preferences for Energy Drinks Consumption with Conjoint Analysis.