BIBLIOGRAPHY CASIONAN, ALONA L. APRIL...
BIBLIOGRAPHY
CASIONAN, ALONA L. APRIL 2010. A Study on the Perception of College
Students on Energy Drink in La Trinidad, Benguet. Benguet State University, La
Trinidad, Benguet.
Adviser: Evangeline Cungihan, MSc.
ABSTRACT
The study was conducted to identify the perception of college students in La
Trinidad, Benguet on energy drink. It aimed to determine the level of consumption of
college students in La Trinidad, Benguet, the level of awareness of students on the
desirable and adverse effect of energy drink, the level of acceptability of energy drinks by
students in La Trinidad Benguet, to be able to identify the factors affecting the
consuming or buying decision of college students in drinking Energy Drink.
The 250 respondents of the study were composed of the following schools:
Benguet Sate University (BSU), Benguet Vocational School (BVS), Eastern Luzon
College (ELC), Trinidad Valley of Institute Technology (TVIT) and Cordillera Courier
Development College (CCDC). Out of the 250 respondents, 58% consume energy drink.
Most of the respondents consume 240ml of energy drink a week. They commonly
buy in grocery stores and only a few buying from school canteens, sari-sari stores and
bars. Most of them preferred the chilled energy drink and sweet taste of the drinks.
The factors influencing the respondents who purchase or consume energy drink
includes: influence of any family member, suggestion of friends, availability of the
product in the market, self interest and influence by advertisement. The factors
influencing the respondents who does not able to purchase or consume energy drink
includes: expensiveness of the product, high caffeine content, not aware of the product
and no interest at all.
For those who consume energy drinks the slightly accepted the products, the
reason for accepting the product were the following: energy drinks gives extra energy and
it is good for body conditioning. However some of them do not want the product because
it will damage the health. Some are not interested in the product. The respondents were
slightly aware on the desirable effect such as: increase body energy, increase mental
alertness, increase physical performance and prevent sleepiness. They are not aware of
the adver4se effect like head ache and abnormal hearth rhythm. In like manner they were
they were slightly aware of the nervousness, sleepiness and increase urination effects.
ii
TABLE OF CONTENTS
Page
Title Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Objective of the study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Scope and Delimitations of the Study . . . . . . . . . . . . . . . . . . . .
3
REVIEW OF LITERATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
A Brief History of Energy Drink . . . . . . . . . . . . . . . . . . . . . . . .
4
Energy Drink Attribute . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Caffeine Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Perception . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Local and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
iii
RESULT AND DISCUSSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
11
Socio Demographic Profile of
the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
11
Drinking Energy Drinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
14
Consumption Pattern . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
14
Place of Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Other Consumer within the Family . . . . . . . . . . . . . . . . . . . . . .
16
Kinds of Energy Drinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
Temperature of Energy Drink
Preferred . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Taste Preferred . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Effect of Consuming Energy Drink . . . . . . . . . . . . . . . . . . . . .
19
Using Energy Drink as Chaser . . . . . . . . . . . . . . . . . . . . . . . . .
20
Different
Factors
Influencing Students . . . . . . . . . . . . . . . . . . .
21
Energy Drinks by the Respondents . . . . . . . . . . . . . . . . . . . . . .
22
Factor Influencing Students Not to
Drink Energy Drinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
Alternative Drink for Non Drinker
of Energy Drinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
Willingness of Non Consumer to
Drink if they were Given a Chance . . . . . . . . . . . . . . . . . . . . . .
24
Perceived Benefits from Energy Drinks . . . . . . . . . . . . . . . . . .
24
Source of Information Regarding
Energy Drinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
26
Awareness on Desirable and
Adverse Effect of Energy Drinks . . . . . . . . . . . . . . . . . . . . . . .
27
iv
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS . . . . . . . .
29
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
29
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
30
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
31
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
32
APPENDICES
A. Letter to the Respondent . . . . . . . . . . . . . . . . . . . . . . . . . . .
33
B. Survey Questionnaires . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
34
v
INTRODUCTION
Rationale
Life style is changeable; people nowadays are prone to luxury, pleasure and
leisure. They want an easy but efficient and convenient life. Because of busy life and
tight schedule, people now resort to “push buttons” for food and drinks. Different
alternatives for an easy energy supplement for the body are made like energy drink which
is effective 30 to 60 minutes after consumption. Beverages that are canned or bottled sold
are now in convenience stores, grocery stores, bars and night clubs. Most energy drinks
are carbonated drink that contain large amount of caffeine and sugar with additional
ingredients, such as Vitamin B, amino acids ( e.g taurine) and herbal stimulants such as
guarana like Red Bull, Venum, ISO sprint and others. Rather than providing food energy
(as measured in calories) these drinks are design to increase user’s mental alertness and
physical performance as cited by Cathy Wong
On the other hand, business minded people start on what other people want. They
developed products and promote it to have a market. More often than not people,
especially the young ones, buy new products out of curiosity or according to what other
people say about it. Energy drinks of different brands are becoming popular among the
young ones, college students. They use these products for different purposes. This study
was conducted to get the perceptions of the students about the product
A Study on the Perception of College Students on Energy Drink
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Statement of the Problem
The study focused on the students perceptions on the beneficial and adverse of
energy drinks on their health. It answered the following questions.
1. What is the consumption pattern of college students in La Trinidad,
Benguet?
2. What factors affect the buying decision of college students toward energy
Drinks?
3. What is the level of acceptability of energy drinks among college students.
4. What is the level of awareness of students on the desirable and adverse
effect of energy drinks?
Objectives of the Study
1. To be able to determine the consumption pattern of college students in La
Trinidad, Benguet.
2. To be able to identify the factors affecting the buying decision of college
students on energy drinks.
3. To be able to know the level of acceptability of energy drinks among college
students and energy drinks in La Trinidad, Benguet
4. To be able to know the level of awareness of students on the desirable and
adverse effects of energy drink.
Importance of the Study
This survey on the perception of college students on energy drinks at La Trinidad,
A Study on the Perception of College Students on Energy Drink
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Benguet served as basis for every individual to understand, and know their corresponding
acceptance toward its adverse and its desirable effect. In addition, it would provide
information to manufacturers or producers and business which they could use to improve
their products and other related organization.
Scope and Delimitations of the Study
This research covered five tertiary schools in La Trinidad, Benguet. It only looked
at the perception of college students about energy drinks.
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REVIEW OF LITERATURE
A Brief History of Energy Drinks
As an observation sociology major SUNY Potsdam,C.J. Rapp noticed that the
students were constantly concocting beverages designed to help them stay awake to finish
term papers, complete projects, or study for exams. In 1985, the student turned beverages
inventor unleashed Jolt Cola, not an energy drink but high caffeine, high sugar brand of
Cola. Rapp promoted his cola by emphasizing that it had twice the caffeine found in
other Colas. It pioneered a marketing strategy still widely in use by energy drink
producers today, targeting a generally younger audience, mostly students and young
professionals, billing itself as something not necessarily healthy but which will allow
then to cram more hours into their day (Anonymous, 2007).
Energy Drink Attributes
Zeratsk (2008) cited that energy drinks may give you a temporary energy boost.
However, this boost” which may last as long as few hours, typically result from the large
amount of sugar and caffeine these drink contain (Sugar- free versions of much energy
drink contain-large amount of caffeine). Although the various sugar used to sweeten the
energy drinks can briefly increase energy, consuming large quantities of sugar is likely to
cause weight again. Caffeine is a stimulant, which also can temporarily perk you up as to
it increase body energy, physical performance, mental alertness and can avoid from
sleepiness. But too much caffeine can cause adverse effects, such as nervousness,
irritability, increase blood pressure and insomnia. Caffeine can also make your heart beat
faster and triggers.
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And also abnormal heart rhythms, which is especially dangerous if you have any
type of heart disease. If you are consuming energy drinks because you’re frequently tire
or run down, consider a better and healthier way to boost your energy. Get adequate
sleep, exercise regularly and eat a healthy diet. This strategy will not increase you’re
energy in short run, but also will help you’re over all physical and mental fitness in long
run.
The caffeine content of energy drinks varies over a 10-fold range, with some
containing the equivalent of 14 cans of Coca Lola. Yet the caffeine amounts are often
unlabeled and few include warnings about the potential health risk for caffeine
intoxication. Caffeine content in energy drinks range between 580 or more milligrams
(for a 12- ounce Cola drinks it is 35 milligrams, and it’s about 80 to 150 milligram for a
brewed 6-ouncecup of coffee). However energy drinks are marketed as ‘dietary
supplements’ and the food and Drug Administration’s caffeine content limit of 71
milligrams per 12-ounce can doesn’t apply .As a result, consumers who continue to
consume energy drinks are in danger of: (1) Dental decay (2) Energy high and crashes
(3) Head ache and Heart palpitations (4) Poor perception of intoxication (5) Higher risk
of injury (6) Increased risk taking and the others that is associated with caffeine
consumption in amounts greater than 400
mg include nervousness, irritability,
sleeplessness, increased urination, abnormal heart rhythms (arrhythmia), and stomach
upset, (Griffiths, 2009).
Caffeine Content
According to Daniel (2008), caffeine is a stimulant and some studies show that
small amounts of caffeine may increase your mental response time. Other studies show
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that the cognitive improvements and mood elevation may not really be due to the
beneficial aspects of caffeine as much as ending the withdrawal symptoms we feel when
we haven't had our morning "fix" yet. Increasing the amount of caffeine you take in over
300 mg per day may give you "caffeine jitters." Larger amounts of caffeine may make
you irritable, sleepless and may even trigger anxiety and cause diarrhea.
On the other hand, kicking the caffeine habit isn't so good either. Caffeine
withdrawal can give you headaches, make you crabby, give you muscle aches and
generally you may feel miserable for a few days. However, after a week or so, the
withdrawal symptoms will pass.
He further stated that caffeine is not only found in coffee, it is also found in black
tea, green tea, chocolate, some soft drinks, energy drinks and over the counter medicines.
Perception
Perception is the process by which an individual selects, organizes and interprets
stimuli into a meaningful and coherent picture of the world. It is described as “how we
see the world around us”. Individuals may exposed to the same stimuli under the same
apparent condition but now each person recognize, select, organize and contributes
differently to stability in the market place . A consumer move directly from evaluation to
a long term commitment (Schiffman and Kanuk, 2007).
Marketers sometimes forget vulnerable consumers such as children, teenagers,
and the elderly, who may not have the knowledge or experience to evaluate the product
or services being promoted. Many national advertisers are voluntarily retesting these
questionable marketing practices, in order to maintain and enhance their images with
their target public. Although marketers may not be able to sell consumers things they do
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not truly need, advertising often motivates consumers to buy and consume larger amount
of certain products (Schiffman and Kanuk, 2007).
Dowling and Staelin (1994) defined as consumer perception as the uncertainty
and adverse effect consequences of engaging in an activity. Consumer behavior is
motivated to reduce risk when consumers intend to buy a product or a service; they often
hesitate to make the final decision because they can’t sure that all of their buying goals
will be accomplished with the purchased, (Bauer, 1960, and Tailor 1974).
Abraham Maslow’s theory states that human needs are arrange in hierarchy from
the most possessing to the least pressing. In order of importance, they are psychological
need first when person succeeds in satisfying an important need he or she will then try to
satisfy the next most important need (Kotler and Keller, 2006).
A buyer decisions are also influenced by personal characteristics. This includes
the buyer’s age and stage, in the cycle, and values. Age and stage in the life cycle explain
that adult experience certain ‘passages’ or transformation” as they go through life.
Occupation and economic circumstances, marketers try to identify the occupational group
that have above average interest in their product and service. Personality is often
described in terms of traits as self confidence, dominance, autonomy, deference,
sociability and adaptability; this can be useful in analyzing consumer brands choices
(Kotler P., 2006).
A Study on the Perception of College Students on Energy Drink
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Definition of Terms
Aggressive. It is the act of being energetic or sometimes too much active
Consume. Individual who uses goods and services for their needs, wants and their
satisfaction.
Caffeine. A chemical substance found from tea leaves and acts as stimulants that
increase body ability.
Dehydration. This is the removal or loss of water from the body due to
sweetening or insufficient water intake.
Energy
drink. A product that in liquid form with different ingredient to stimulate
the body.
Energy. Considered as power to do action and a capacity to become strong and
active.
Energy
Booster. Is a stimulant that increase energy for a good performance as
well as increase subjective alertness.
Perception. An interpretation, observation and idea that each individual posses
regarding a situation and case.
Stimulant. Something that is added to complete or make things larger and have
better result.
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METHODOLOGY
Locale and Time of the Study
This research study was conducted at La Trinidad, Benguet from December to
January 2010. It covered five schools of La Trinidad, Benguet namely: Benguet State
University (BSU), Cordillera Carrier Development College (CCDC), Trinidad Valley
Institute and Technology (TVIT), Benguet Vocational School (BVS), and Eastern Luzon
College (ELC).
Respondent of the Study
The respondent of this study were the college students of the different schools in
La Trinidad Benguet, fifty respondents has been taken from each of the five schools.
Data Collection
In gathering the information and data needed, a survey questionnaire was used.
The questionnaire has been formally administered by the researcher. And direct interview
has applied in some cases where the researcher was the one who fill up the questionnaire
base from the answer of the person interviewed.
Data Gathered
The data gathered include the following: consumption level of the college
students drinking energy drinks, the level of awareness of students in the desirable and
adverse effect of energy drinks, the level of acceptability of students toward the
A Study on the Perception of College Students on Energy Drink
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said energy drink and the factors affecting the buying decision of college students toward
energy drink.
Data Analysis
The data gathered has analyzed using simple statistical tools such as frequency,
percentage and mean.
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RESULTS AND DISCUSSION
Socio Demographic Profile of the Respondents
Table 1 presents the profile of the respondents in terms of gender, civil status,
ethnic affiliation, religion, educational level, daily allowances and health status.
Gender. In terms of gender of the respondents it shows that 48.8% are females
and 41.6% are males while the 9.6% did not indicate their gender. This shows that most
of the respondents are female.
Civil status. Of the 250 respondents 87.2% were single and 2.8% were married
while 10% did not dictate their status. This presents that some students were married.
Place of origin. Of the 250 respondents, 61.6% were from Benguet, 22% were
from Mt. Province, 4.8% from Ilocos Region, .8% from Tagalog Region, and 7.2 % did
not indicate their origin. This shows that most of the students are from Benguet
considering that the schools selected are located in the area of La. Trinidad, Benguet.
Religion. Considering the religion of the respondents, majority or 57.6% were
Roman Catholic, 10.4% Anglican, .4% Iglesia ni Cristo, 2% Jehovah’s Witnesses, 4.8%
Assembly of God and 21.6% were other type of religion while 3.2% did not indicate their
religion.
Educational level. The table shows that majority or 25.6% were first year, 19.2%
were second year, 14.4% were third year, 16% were fourth yea and 24.4% vocational,
one respondent did not indicate his or her educational level.
Daily
allowance. Based on the given allowances of the students, most 31% of
them received an amount of less than Php. 25. Next is Php. 26-50 with 24.4%, Php. 51-75
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Table 1. Socio demographic profile of the respondents
PARTICULARS
FREQUENCY PERCENTAGE
Gender
Female
122
48.8
Male
104
41.6
No answered
24
9.6
Total
250
100.0
Civil Status
Single
218
87.2
Married
7
2.8
No answer
25
10.0
TOTAL
250
100.0
Ethnic Affiliation
Benguet
154
61.6
Mt. Province
57
22.8
Ilocos Region
12
4.8
Tagalog Region
2
0.8
Others
18
7.2
No answer
7
2.8
TOTAL
250
100.0
Religion Affiliation
Anlican
26
10.4
Roman
Catholic
144
57.6
Iglesia Ni Cristo
1
0.4
Jehovah Witnesses
5
2.0
Penticos
12
4.8
Others
54
21.6
No answered
8
3.2
TOTAL
250
100.0
Educational Level
First Year
64
25.6
Second Year
48
19.2
Third Year
36
14.4
Fourth Year
40
16.0
Vocational
61
24.4
No answer
1
0.4
TOTAL
250
100.0
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Table 1 csontinued…
PARTICULARS
FREQUENCY
PERCENTAGE
Daily Allowance
Less than Php. 25
79
31.6
Php. 26-50
61
24.4
Php. 51-75
41
16.4
Php. 76-100
41
16.4
More than Php. 100
17
6.8
No answer
11
4.4
TOTAL
250
100.0
Heath Status
Sickly
3
1.2
Not so Healthy
39
15.6
Healthy
173
69.2
Very Healthy
33
13.2
No answered
2
0.8
TOTAL
250
100.0
with 16.4%, Php 76-100. with 16.4% and 6.8% from the respondents received an
allowance of more than Php. 100 while 4.4% from the respondents did not indicate their
daily allowance that they are receiving. This shows that most of the student has low or
exact money for their school needs only.
Health status. The table shows that 69.2% considered their self as healthy person,
15.6% not so healthy, 13.2% very healthy, 1.2% for sickly while .08% did not indicate
their general health status. It implies that most of the students from the different school
were in good condition or healthy.
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Drinking Energy Drink
Table 2 shows that out of the 250 respondent only 58% stated that they were
drinking energy drink and 42% were not dinking. It implies that majority of the
respondents drink energy drinks.
Consumption Pattern
Table 3 shows that 25 respondents drink energy drinks daily with an average of
240 and 591 ml. There were 58 respondents who drink an average of 240 and 591 ml.
weekly, 34 respondents drink an average of 350 ml. twice a week and 22 drink an
average of 240 ml. per month . The over all average is 271.63 ml. This implies that on
the average, students take in energy drinks on a weekly basis. Caffeine level of the
specified volume is not bad to health because it is less 300 mg.
Table 2. Number of respondents drinking and not drinking energy drink
PARTICULAR FREQUENCY
PERCENTAGE
Drinking energy drink
145
58
Not drinking energy drink
105
42
TOTAL 250
100
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Table 3. Frequency of consumer
VOLUME OF
DAILY
ONCE A WEEK TWICE A
MONTHLY
ENERGY
WEEK
DRINKS IN
(ml)
(F)
(%)
(F)
(%)
(F)
(%) (F)
(%)
350
2
8
10
10
10
24
-
-
250
1
4
-
-
3
9
-
-
240
6
24
20
20
4
12
12
35
100
-
-
4
4
1
3
-
-
50
3
12
1
1
-
-
1
3
237
-
-
2
2
-
-
-
-
355
1
4
1
1
-
-
1
3
591
6
24
4
4
2
6
1
3
No specified
6
24
16
16
14
41
7
21
volume
Total
25 100 58
100 34 100 22 100
Average Volume- 271.63
Place of Purchase
Table 4 shows that 7.6% buy in sari-sari store, 53.10% in grocery store, 33.10%
in school canteen, 2.06% in bars, 2.7% and from other sources like through street vendors
while 1.37% did not answer. This implies that most of the students prefer to buy in
grocery store considering that price in grocery store is cheaper.
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Table 4. Place of buying energy drinks
PARTICULARS FREQUENCY
PERCENTAGE
Sari-sari Store
11
7.59
Grocery Store
82
56.55
School Canteen
59
40.69
Bars
3
2.07
No answer
6
4.12
*Multiple response
Other Consumers in the Family
Table 5 shows that aside from the students themselves, there are other members of
the family who drink energy drinks. 20% of the respondents said the parents are also
drinking energy drinks, 47.5% mentioned their brothers, 26.21% their sisters, while
28.97% said no other members of the family take in energy drinks. These findings shows
that some members of the family drink energy drinks and this may have influence them
to drink too.
Kinds of Energy Drink
From Table 6 it can be seen that Red Bull is consumed by majority 57.93% of the
respondents. This was followed by Cobra with 26.90%, Extra joss 22.07%, Blue Men
11.72%, Sting 6.90%, Lipovitan 5.52%, Samurai 3.45%, Power Gold and I-on .69% each.
There were 7.59% who did not answer. This finding implies that the Red Bull, Cobra and
Extra joss were the brands of energy drinks usually consumed by the students.
A Study on the Perception of College Students on Energy Drink
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Table 5. Other consumers in the family
OTHER CONSUMER IN THE FAMILY
FREQUENCY
PERCENTAGE
Parents
29
20. 0
Brother 69
47.59
Sister 38
26.21
None 42
28.97
*Multiple response
Table 6. Different kind of energy drinks consumed
BRAND FREQUENCY
PERCENTAGE
Red Bull
84
57.93
Cobra 39
26.90
Extra joss
32
22.07
Blue Men
17
11.72
Sting
10
6.90
Lipovitan
8
5.52
Others
7
4.83
Samurai
5
3.45
I-On
1
0.69
Power Gold
1
0.69
No answered
11
7.59
*Multiple response
A Study on the Perception of College Students on Energy Drink
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Temperature of Energy Drink Preferred
Table 7 shows that the temperature of energy drinks refers to whether it is chilled
or not chilled. The result shows that majority (70.34%) of the respondents preferred
chilled energy drinks and 24.83% preferred the not chilled while one percent did not give
any answer. The finding implies that majority of the students consume energy drinks that
are chilled.
Taste Preferred
Table 8 shows that majority (75.17%) wanted the sweet taste of energy drink,
10.34% for very sweet, 6.90% for bitter and 5.52% for others like sour taste. There were
2.07% who did not indicate the taste of energy drink they preferred. This shows that the
young ones prefer to drink sweet drinks. Sugar contributes in increasing energy but this is
likely to cause weight and tooth decay if consumed too much according to (Griffiths,
2009).
Table 7. Temperature preferred
TEMPERATURE PREFERRED
FREQUENCY
PERCENTAGE
Chilled 102
70.34
Not chilled
36
24.83
In different
5
3.45
No answer
2
1.38
TOTAL
145
100.0
A Study on the Perception of College Students on Energy Drink
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19
Table 8. Taste preferred
TASTE PREFERRED
FREQUENCY
PERCENTAGE
Bitter
10
6.90
Sweet 109
75.17
Very Sweet
15
10.34
Others (Sour)
8
5.52
No answer
3
2.07
TOTAL
145
100.0
Effect of Consuming Energy Drink
Table 9 shows that the respondents have different reaction as to the effect of
energy drinks in their body after 15 to 30 minutes from drinking. It presents the feeling of
the respondents after drinking energy drinks. About 15.17% there was no change in their
feelings but 28.28% had active body, 13.19% feel stronger, 8.97% had alert mind and
33.10% said their body had good condition. This implies that the caffeine content of
energy drink had an effect to consumers while others just fulfill their satisfaction.
A Study on the Perception of College Students on Energy Drink
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Table 9. Effect of energy drink after 15 to 30 minutes
EFFECT FREQUENCY
PERCENTAGE
The same
22
15.17
Active body
41
28.28
Strong body
20
13.79
Alertness of the mind
13
8.97
Good condition
48
33.10
*Multiple response
Using Energy Drink as Chaser
Chaser refers to something that liquor drinkers mixed with their drinks to dilute
the alcohol content of the liquor. This may be soft drinks, water or energy drinks. Table
10 presents that only 24.14% use energy drinks as chaser while majority (69.66%) just
take it as pure drink. There were 6.21% who did not give their response.
Table 10 further present the effect when the drinkers use it as chaser. These were
as follows: not easily get drunk by 31.43%, bitter taste and odor reduced by 22.86%,
active feelings by 14.29% strong body by 2.86% but 2.86% felt bad (head ache) where
they mix the energy drinks with liquor.
This finding reveals that energy drinks when used as chaser had different effects
to each drinker.
A Study on the Perception of College Students on Energy Drink
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Table 10. Energy drink as chaser and its effects
PARTICULAR FREQUENCY
PERCENTAGE
As chaser
Use energy drink as chaser
35
24.14
Do not use energy drink as chaser
101
69.66
No answer
9
6.21
TOTAL
145
100.0
Effects
Do not easily drunk
11
31.43
8
22.86
Reduces the bitter taste and odor
Feeling active
5
14.29
Make body strong
1
2.86
Feel bad
1
2.86
No answer
9
25.71
TOTAL
35
100.0
Different Factors Influencing Students
Table 11 shows that most of the respondents were not influenced by outside
factors in order to drink energy drinks. According to them, they drink it because they
want or it’s their own desire. However, some of them were influenced by outside factors
like: influence of family members by 8.97%, suggestion of friends by 17.93%, product
availability in the market by 4.14% and influence of advertisement by 13.80%.
A Study on the Perception of College Students on Energy Drink
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Table 11. Different factors influencing students in drinking energy drink
FACTORS
FREQUENCY
PERCENTAGE
Influence of any family member
13
8.97
Suggestion of friends
26
17.93
Availability of the product in the market
6
4.14
Self interest
66
45.52
Influence by advertisement
20
13.80
*Multiple response
Energy Drinks by the Respondents
Table 12 shows that 62.07% the respondents slightly accepted energy drinks as
their regular drink while 18.63% accepted it very much and 1.38% do not accept energy
drinks as their regular drink, there were some that they did not give their response.
The reasons of the respondents for accepting the product as their drink as follows:
it has good effect to the body as mentioned by 45.52%, it is now the trend to drink energy
drinks by 10.34%, it can quench thirst by 4.14% and reason that it is expensive was
1.38% and it can cause illness was 8.28%.
Factors Influencing Students Not to Drink Energy Drinks
Table 13 shows that 40% were not interested at all, 24.76% said that energy drink
is high in caffeine content, 20% said that they are not aware about the product, 17.42%
said that it is expensive and one respondent said he is healthy so he does not need energy
drink. While 8.57% did not indicate the factors why they are not drinking energy drink.
This implies that some want to consume energy drink but it is expensive. Most of the
A Study on the Perception of College Students on Energy Drink
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23
students have an allowance of less than Php. 25 thus it is not enough to set extra budget
just to buy energy drink.
Table 12. Acceptability of energy drinks by the respondents
PARTICULARS FREQUENCY
PERCENTAGE
Acceptability of consumer
Very much accepted
27
18.62
Slightly accepted
90
62.07
Do not accept
2
1.38
Totally do not accept
0
0
No answered
26
17.93
TOTAL
145
100.0
Reasons
It has a good effect on the body
66
45.52
Affordable to buy
4
2.76
It is now the trend to drink energy
15
10.34
drinks
It can quench thirst
6
4.14
Expensive
2
1.38
Cause illnesses
12
8.28
*Multiple response
A Study on the Perception of College Students on Energy Drink
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Table 13. Factors affecting students not to drink
FACTORS IN NOT DRINKING
FREQUENCY
PERCENTAGE
ENERGY DRINK
Expensive 18
17.14
High caffeine content
26
24.76
Healthy anyway
1
0.95
Not aware
21
20.0
No interest at all
42
40.0
*Multiple answer
Alternative Drinks for non Drinkers of Energy Drinks
Table 14 shows that majority (62%) drinks water instead of energy drinks, 18%
drink coffee, other alternative drinks mentioned by a few respondents were: C2, milo,
yogurt, soft drinks, vitamins and juices. This implies that they prefer water as an
alternatives knowing that it is healthful, serve as cleanser, avoid dehydration and cheaper.
Willingness of Non Consumer to Drink if they were Given a Chance
Table 15 shows that majority (62%) don’t want to drink even if they were given
opportunities and while 39.05% want to drink. This shows that many students do not
want to consume energy drinks of any kind.
Perceived Benefits from Energy Drinks
Table 16 shows that most of the respondents (41.40%) perceived that energy
drinks increase their body energy, 25.81% increased mental alertness, 18.82% increase
physical performance, 13.98% prevent them from sleepiness, and 5.38% avoided
A Study on the Perception of College Students on Energy Drink
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dehydration. There were 24.73% that did not respond. This finding implies that people
wants to drink energy drinks to gain more energy in their body.
Other benefits of energy drinks claimed by a few of the respondents were as
follows: it acts as body cleanser, alleviate hang over from alcoholic intoxication, quench
thirst, faster metabolism, and lessen sleeping habits.
Table 14. Different alternatives for energy drink
ALTERNATIVE DRINKS
FREQUENCY
PERCENTAGE
Water 31
62
Coffee
9
18
C2
2
4
Milo
1
2
Yugurt
2
4
Soft Drinks
3
2
Vitamins (Enervon tablet)
2
4
Juice (calamansi, orange etc.)
2
4
*multiple response
Table 15. Willingness of non consumer to d rink energy drink if they were given a
chance, like when their allowance increase and others.
WILLINGNESS FREQUENCY
PERCENTAGE
Yes
41
39.05
No
62
59.05
No answer
2
1.90
TOTAL
105
100.0
A Study on the Perception of College Students on Energy Drink
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26
Table 16. Benefits that can be perceived from energy drink
BENEFITS
FREQUENCY
PERCENTAGE
Increase body energy
77
41.40
Increase mental alertness
48
25.81
Increase physical performance
35
18.82
Prevent sleep
26
13.98
Other benefits
Act as cleanser
4
2.15
Alleviate Hang Over
1
0.52
Quench thirst
3
1.61
For faster metabolism or
2
1.08
digestion
Lessen sleeping habit
2
1.08
None
85
45.70
No
answer
89
47.85
*Multiple response
Sources of Information Regarding Energy Drink
It can be noted from Table 17 that most of the students got the information about
energy drinks from advertisement (46.24%), 31.14% from their friends, 9.14% from
brochures and articles they read, and 5.38% from promo information drives. This finding
shows that students were informed about energy drinks from various sources.
A Study on the Perception of College Students on Energy Drink
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Table 17. Source of information regarding energy drink
SOURCE OF INFORMATION
FREQUENCY
PERCENTAGE
Promotion 10
5.38
Brochures and articles
17
9.14
Advertisement (TV and Radio)
86
46.24
Shared by friends
58
31.18
*Multiple response
Awareness on the Desirable and Adverse
Effects of Energy Drinks
Table 18 shows that for the desirable effects mentioned by Zeratsk were as
follows: increase body energy, increase mental alertness, increase physical performance,
and prevent sleepiness. The result of the analysis showed that the respondents were just
slightly aware of this effect. However, as found earlier, most of the respondents
themselves experienced these effects.
The adverse effects as mentioned by Griffiths were nervousness, head ache,
sleepiness, abnormal heart rhythm, and increase urination. The results showed that the
respondents were slightly aware on the nervousness effect, sleepiness, and increase
urination but were not aware on the following effects: headache, and abnormal heart
rhythm.
A Study on the Perception of College Students on Energy Drink
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Table 18. Respondents level of awareness on the desirable and adverse effect of energy
drink
PARTICU-
1
2 3 4
Mean Descrip-
LARS
(u)
tion
F (%) F
(%) F (%) F (%)
Desirable Effect
Increase Body 54 81
29 43.55 14 7.53
3
1.61
1.78
Slightly
Energy
aware
Increase
30 16.1 79 42.47 32 17.2 3
1.61
2.06 Slightly
mental
aware
alertness
Inc. Physical
39 21
80 43.01 19 10.22
6
3.23
1.95 Slightly
Performance
aware
Prevent
Sleep 43 23.1 66 35.48 24 12.9 11
5.91
2.02 Slightly
aware
Adverse Effect
Nervousness 20 10.8 51 27.42 47 25.27 21 11.29
2.5
Slightly
aware
Head ache
22 11.8
37 19.89 52 27.96 24
1.9 2.58
Not aware
Sleepiness
27 14.5 45 24.19 42 22.58 25 13.44
2.47 Slightly
aware
Abnormal
17 9.14 37 19.89 43 26.34 35 18.82 2.84
Slightly
Heart Rhythm
aware
Increase
42 22.6
57 30.65 26 13.98 14 7.53 2.07
Slightly
Urination
aware
Others
1 100.0 4.0
Totally
(Diabetic)
not aware
Legend: 1-Very much aware
Range: 1-1.8=1
2-Slightly
aware
1.8-2.6=2
3-Not
aware
2.6-3.4=3
4-Totally
not
aware
3.4-4.2=4
A Study on the Perception of College Students on Energy Drink
in La Trinidad, Benguet / Alona L. Casionan. 2010
29
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to identify the perception of college students in La
Trinidad, Benguet on energy drink. It aimed to determine the level of consumption of
college students in La Trinidad, Benguet, the level of awareness of students on the
desirable and adverse effect of energy drink, the level of acceptability of energy drinks by
students in La Trinidad Benguet, to be able to identify the factors affecting the
consuming or buying decision of college students in drinking Energy Drink.
The 250 respondents of the study were composed of the following schools:
Benguet Sate University (BSU), Benguet Vocational School (BVS), Eastern Luzon
College (ELC), Trinidad Valley of Institute Technology (TVIT) and Cordillera Courier
Development College (CCDC). Out of the 250 respondents, 58% consume energy drink.
Most of the respondents consume 240ml of energy drink a week. They commonly
buy in grocery stores and only a few buying from school canteens, sari-sari stores and
bars. Most of them preferred the chilled energy drink and sweet taste of the drinks.
The factors influencing the respondents who purchase or consume energy drink
includes: influence of any family member, suggestion of friends, availability of the
product in the market, self interest and influence by advertisement. The factors
influencing the respondents who does not able to purchase or consume energy drink
includes: expensiveness of the product, high caffeine content, not aware of the product
and no interest at all.
A Study on the Perception of College Students on Energy Drink
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For those who consume energy drinks the slightly accepted the products, the
reason for accepting the product were the following: energy drinks gives extra energy and
it is good for body conditioning. However some of them do not want the product because
it will damage the health. Some are not interested in the product. The respondents were
slightly aware on the desirable effect such as: increase body energy, increase mental
alertness, increase physical performance and prevent sleepiness. They are not aware of
the adver4se effect like head ache and abnormal hearth rhythm. In like manner they were
slightly aware of the nervousness, sleepiness and increase urination effects.
Conclusions
The following conclusion was made based on the findings of the study:
1. Most of the respondents or consumers consume energy drinks moderately
which is not delicate to the health of any consumers.
2. Groceries are more preferred by the students to buy energy drink. This is
because groceries offer a lesser price for their products than those of the mini stores.
3. Mixing energy drinks and alcohol is done by the students.
4. Energy drink is slightly accepted by most students.
5. Increasing body energy is the well known benefits of energy drink that the
students perceived. This is because of the influence of advertisements.
6. Some students have better alternatives for energy drink, which is healthier and
less expensive like water, milo and juice.
7. Most students are not aware to the adverse effect of energy drink. Sometimes
consumers are mostly looking only on the favorable effects while ignoring its adverse
effect, the important is that they are comfortable and satisfied.
A Study on the Perception of College Students on Energy Drink
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Recommendations
1. Energy drink is preferred to consume only when needed because this kind of
products has a high content of caffeine that is not good when too much consume.
2. Mixing energy drink and alcohol must not be done because this could fall into
possible addiction of the students.
3. To accept or reject a certain product is normal even this is already proven by
the trusted units of government like Department of Health (DOH). But customers should
know that anything taken in too much is not good for the body.
4. Energy drinks may give some temporary good effect to the consumers but
consumers should also be aware of the adverse effect because they may out weigh the
beneficial effect in the long run.
5. In buying or consuming of any foods and drinks, consumers should become
aware to its desirable and adverse effect before consuming the product to have a healthy
body instead of a weak body.
A Study on the Perception of College Students on Energy Drink
in La Trinidad, Benguet / Alona L. Casionan. 2010
32
LITERATURE CITED
ANONYMOUS. 2007. A Brief History of Energy Drinks. Retrieved September 29, 2009
from
http://www.energysip.com/history.html.
BAUER, R. 1960. Determinants of perceive health and safety risks. Retrieved December
5, 2009 from http://www.allbusiness.com.
DOWLING, G. R., and R. STAELIN 1994. On-line Shopping Behavior. Retrieved
December 5, 2009 from http://www.cluteinstitute-onlinejournals.com.
DANIEL J. S. 2008. What is the safe or recommended amount of caffeine one should
take in one day? Retrieved on February 5, 2010 from http://nutrition.about.com
GRIFFITHS, R. 2009. Quality health’s Medical Advisory Board. Retrieved September
29, 2009 from http://www.qualityhealth.com.
KOTLER, P. and K. KELLER 2006. Marketing Management 12 edition. Pearson
Education Inc., New Jersey. 07458 P. 175.
KOTLER, P., S. ANG, K. KELLER, and C. TION TAN 2006. Marketing Management.
(4 ed). Prentice Hall Pearson Education. South Asia, Jurong Singapore. 629733.
Pp. 185-186.
SCHIFFMAN, L. and L.KANUK 2007. Consumer Behavior.9th edition. Pearson
Education, Inc., New Jersey, 07458. Pp. 109-110, Pp. 446, Pp. 527-528.
SCHIFFMAN, L. and L. KANUK 2001. Consumer Behavior. (7 ed). Prentice Hall, Inc.,
New Jersey , 07458. Pp. 459-460.
STEIRNET, B. 2008. Energy drink ingredients, caffeine spark health concerns.
Retreived October 3, 2009 from http://www.ksatecollegian.com.
TAYLOR, L. 1974. Scientific Management. Retrieved December 5, 2009 from
http://www.answers.com /topic/scientific-management.
WIKIPEDIA, N.D. 2009. Perception. Retrieved September 30, 2009 from
http://en.wikipedia.org/wiki/perception .com.
ZERATSKY, K. 2008. Can energy drinks really boost my energy? Retrieved
September 29, 2009 from http//:www.nutition.com.
A Study on the Perception of College Students on Energy Drink
in La Trinidad, Benguet / Alona L. Casionan. 2010
33
APPENNDIX A
Letter to the Respondent
Republic of the Philippines
Benguet State University
DEPARTMENT OF AGRICULTURAL ECONOMICS
AND AGRIBUSINESS MANAGEMENT
La Trinidad, Benguet
December, 2009
Dear Students:
I am a fourth year students of Benguet State University, taking up Bachelor of
Science in Agribusiness Enterprise Management. I am conducting a research study
entitled “A Survey on the Perception of the College Students in La Trinidad, Benguet on
Energy Drink”.
In this regard, may I ask for your participation toward the success of my study by
answering the survey questionnaire honestly and accurate base from your perception as a
respondent. And I assure that your answers will be respected and will be kept in touch.
Thus, your support will be very much appreciated.
Respectfully
yours,
ALONA L. CASIONAN
Researcher
Noted by:
EVANGELINE CUNGIHAN
Adviser
A Study on the Perception of College Students on Energy Drink
in La Trinidad, Benguet / Alona L. Casionan. 2010
34
APPENDIX B
Survey Questionnaire
A Survey on the Perception of College Students in
La Trinidad, Benguet on Energy Drink
Name (Optional): _________________________________
Sex: _____________
Address: ________________________________________
Civil Status: _______
Note: Check the appropriate answers from the following question and please
specify what is asked.
2. Ethnic Affiliations/Origin:
( ) Benguet
( ) Tagalog
( ) Mt.Province
( ) Others (Pls.specify) __________
( ) Ilocos Region
3. Religion Affiliation:
( ) Anglican
( ) Jehovah Witnesses
( ) roman Catholic
( ) Assembly of God
( ) Iglesia ni Cristo
( ) Others (Pls. specify) _________
4. Education Level:
( ) First Year College
( ) Fourth Year College
( ) Second Year College
( ) Vocational
( ) third year
( ) Others (Pls. specify) _________
5. Daily Allowances:
( ) Less than P25
( ) P75-P100
( ) P25-P50 ( ) More than P 100
( ) P50- P75
6. How do you consider your general status?
( ) Sickly
( ) Very Healthy
( ) Not so healthy
( ) Others (Pls. specify) _________
( ) Healthy
7. Do you drink Energy Drink?
( ) Yes
( ) No
If No, proceed to number 18.
A Study on the Perception of College Students on Energy Drink
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35
8. Consumption pattern?
How often
Size in ml.
Daily
Once a week
Twice a week
Monthly
9. Where do you commonly buy Energy drinks?
( ) School Canteen
( ) Bars
( ) Sari- Sari Stores
( ) Others (Pls. specify) _________
( ) Grocery Stores
10. Who are the consumers with in the family?
( ) Parents
( ) None
( ) Brother
( ) Others (Pls. specify) _________
( ) Sister
Consumer Perception
11. Thus, what kind of Energy drink do you prefer?
( ) Red Bull
( ) Samurai
( ) Blue Men
( ) Cobra
( ) Lipovitan
( ) Power Gold
( ) Extra Joss
( ) I-on
( ) Sting
( ) Others (Pls. specify) _________
12. What is your preference as to its temperature?
( ) Cold
( ) Others (Pls. specify) _________
( ) Warm
13. How does it appeal to you?
( ) Bitter
( ) Very sweet
( ) Sweet
( ) Others (Pls. specify) _________
14. After drinking energy drink for about 15 to 30 minutes, what did you feel?
( ) The same
( ) Active body
( ) Strong body
( ) Alertness of the mind
( ) Good condition
( ) Others (pls. specify) ___________________________________________________
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15. Have you tried to mix it with alcohol?
( ) Yes
( ) No
If yes, how does it feel or how does it affect you? Pls. specify
________________________________________________________________________
________________________________________________________________________
16. What factors influence you to drink Energy Drink?
( ) Influence of any family member
( ) Suggestion of friends
( ) Availability of the product in the market
( ) Self interest
( ) Influence by advertisement
( ) Others (Pls. specify) ___________________________________________________
17. How is your acceptability on drinking energy drink? Pls. check and state the reason.
For Consumer of Energy
Level of acceptability Possible
reason
Drink
Very much accepted
Slightly accepted
Do not accept
Totally do not accept
For consumer of energy drinks proceed to number 22.
18. What is your reason of not consuming Energy Drink?
( ) Expensive
( ) High caffeine content
( ) Not aware
( ) No interest at all
( ) Others (Pls. specify)
19. Do you have any alternatives for energy drink?
( ) Yes
( ) No
If yes, please specify.
________________________________________________________________________
20. Willingness of non Consumer to drink if they were given a chance
( ) Yes
( ) No
If Yes continue if No end.
A Study on the Perception of College Students on Energy Drink
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37
21. After drinking energy drink for about 15 to 30 minutes, what did you feel?
( ) the same
( ) Active body
( ) Strong body
( ) Alertness of the mind
( ) Good condition
( ) Others (Pls. specify)
22 What are your sources of knowing its benefits?
( ) Promotion
( ) Shared by friends
( ) Brochures and Articles
( ) Others (Pls. specify)
( ) Advertisement (TV and Radio)
23. How is your level of awareness on drinking energy drink towards its desirable and
adverse effect?
Desirable Effect
Level of awareness
Increase body energy
Increase mental alertness
Increase physical performance
Prevent sleep
Adverse effect
Level of awareness
Nervousness
Head ache
Sleepiness
Abnormal hearth rhythm
Increased urination
Others:
24. Is there any other benefits of energy Drinks you are aware? Pls. specify:
________________________________________________________________________
________________________________________________________________________
A Study on the Perception of College Students on Energy Drink
in La Trinidad, Benguet / Alona L. Casionan. 2010
Document Outline
- A Study on the Perception of College
Students on Energy Drink in La Trinidad, Benguet
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Delimitations of the Study
- REVIEW OF LITERATURE
- A Brief History of Energy Drinks
- Energy Drink Attributes
- Caffeine Content
- Definition of Terms
- METHODOLOGY
- Locale and Time of the Study
- Respondent of the Study
- Data Collection
- Data Gathered
- Data Analysis
- RESULTS AND DISCUSSION
- Socio Demographic Profile of the Respondents
- Drinking Energy Drink
- Consumption Pattern
- Place of Purchase
- Other Consumers in the Family
- Kinds of Energy Drink
- Temperature of Energy Drink Preferred
- Taste Preferred
- Effect of Consuming Energy Drink
- Using Energy Drink as Chaser
- Different Factors Influencing Students
- Energy Drinks by the Respondents
- Factors Influencing Students Not to Drink Energy Drinks
- Alternative Drinks for non Drinkers of Energy Drinks
- Willingness of Non Consumer to Drink if they were Given a Chance
- Perceived Benefits from Energy Drinks
- Sources of Information Regarding Energy Drink
- Awareness on the Desirable and AdverseEffects of Energy Drinks
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENNDICES