This study explores consumer brand preference in the growing health drink market, focusing on the socio-demographic factors, brand attributes, and marketing strategies influencing purchasing decisions. With the rise in health consciousness post-pandemic, demand for nutritional beverages has surged. Data was collected from 73 respondents via structured questionnaires using various question types including Likert scales, ranking, and open-ended responses. The findings reveal that taste, nutritional value, brand trust, pricing strategies, and advertisement significantly affect consumer choice. Additionally, socio-demographic factors such as age, gender, and income levels were analyzed to determine their impact on brand preference. This research provides practical implications for marketers to improve product positioning and engage target audiences more effectively.
Murugan et al. (Fri,) studied this question.
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