Date: 2011-05-25 Program: MIMA-International Marketing Course name: Master Thesis (EFO705) Title: Changing consumer’s attitude of energy drinks in Thailand market. Acase study of Thai consumer behavior toward energy drinks. Authors: Suratssawadee Kuptanon (870113)Thanathorn Pichittachakul (831226) Supervisor: Peter SelegårdProblem: How to change the attitude of Thai young adult consumer regarding toenergy drink? Purpose: To describe and analyze the attitude of Thai young adult consumer thateffect to the energy drink market in order to develop and change theirattitude in the positive way. Furthermore, give the recommendationabout the appropriate way to maintain and increase the market shareand customer for the marketer. Method: This research use both qualitative and quantitative in the questionnairesurvey to conduct the real behavior and attitude of young adult inThailand market. Basically, the data collection method also dividedinto two sources which are primary data and secondary data.Moreover, the total respondents in this research are 400 who are youngadult and live in Bangkok, Thailand. Also, the theories of attitudechange strategies, attitudes and consumer perception are use in thisresearch. Conclusion: The results from the survey show the opportunities for marketer tochange their customer attitude by use the main instruments which areadvertising and marketing campaigns. Keyword: consumer behavior, change attitude, change behavior, energybeverage, and social drinking

Thesis (M.S.), Wellness Management--University of Central Oklahoma, 2007. / Includes bibliographical references (leaves 52-58 ).

The combined use of alcohol and caffeine has been identified as a public health concern, and yet, our knowledge of this type of use and how it relates to the risk of incurring an alcohol-related injury remains limited. Study 1 is a systematic review examining and critically analyzing the literature on the combined use of alcohol with energy drinks and the risk of injury. Studies 2 and 3 use data from a controlled Emergency Department (ED) study that was collected over 1.5 years from 3 separate hospitals in British Columbia. There was a total of 2804 participants across the ages of 18-98. Given the strengths and limitations of these different methodologies, both case-crossover and case-control analyses were performed in order to test for consistency of results. Study 2 examined the temporal association between alcohol and caffeine and use (Alc+Caff) and the risk of injury, as well as the potential moderating role of risk-taking propensity and mediating role of Alc+Caff between risk-taking propensity and injury risk. The combined use of alcohol and caffeine was found to be associated with a higher risk of injury, even after controlling for dose of alcohol and caffeine, other substance use, location at time of injury, risk-taking propensity, and sociodemographic variables. Alcohol and caffeine use was also found to partially mediate the relationship between risk-taking propensity and injury. Study 3 examined gender differences in the risk-relationship of Alc+Caff use and injury by testing the interaction between gender and Alc+Caff use and then examining the risk of injury following Alc+Caff use separately for men and women. Women were found to have a significantly higher risk of injury following alcohol use and Alc+Caff use relative to men. These results were found in both the case-crossover and case-control analyses. The findings from these studies indicate a relationship between Alc+Caff use and an increased risk of injury, especially for women, which is supported by previous research. The results are supportive of differential low-risk drinking guidelines for men and women. The findings also offer a significant contribution to our knowledge base, as the use of standardized measures and inclusion of multiple confounding variables allowed for the examination of the unique effect of Alc+Caff use. Alc+Caff use is associated with an increased risk of injury that cannot solely be explained by increased alcohol consumption, other substance use, risk-taking propensity, location at time of injury, or sociodemographic factors. Based on the epidemiological criteria of causation, the findings contribute evidence supportive of an inference of causality between Alc+Caff use and injury. The results of the current studies also offer suggestions for future research needed in this area, and provide recommendations for policy prevention and intervention efforts to reduce the harm associated with this type of consumption. / Graduate / 2020-07-01

Kaffet började ursprungligen konsumeras för koffeinets effekter, vidare utvecklades kaffet och blev en social dryck. Kaffe spreds runt hela världen och koffeinet användes som tillsatts i energidryck och andra livsmedel. Syftet är att undersöka utvecklingen av koffeinets konsumtionsmönster och sociala roll i kaffe och energidryck. Arbetet är en litteraturstudie baserad på fyra vetenskapliga artiklar som samlats in genom två olika databaser. Urvalet av artiklar skedde med hjälp av förbestämda kriterier. Resultatet visar att koffein i dryck ger njutningsfyllda effekter men även bieffekter finns. Koffeinet har utvecklats som tillsatts i bland annat energidryck samt läsk och konsumtion av energidryck kopplas till problembeteenden. Detta livsmedel konsumeras ibland med alkohol och det finns konsekvenser med denna konsumtion. Kaffet har utvecklats till en social dryck och det går koppla denna dryck samt te till olika livsstilar. I diskussionen påvisas det att kaffe och te har en stors ocial roll i samhället. Energidryck och läskedryck visar sig inte ha någon förankring som en social dryck. Vidare talas det om konsumtionen av kaffe, energidryck, te och läskedryck. Konsumtionen av koffeinhaltiga drycker ökar men huruvida kaffet kommer ha en central roll  bland de sociala dryckerna i framtiden är osäkert. / B-uppsatser

The energy drink market increased 240% between the years 2004 and 2008 and is expected to continue to grow. Growth of this market is concerning because energy drink consumption has been associated with a variety of health risk behaviors including increased marijuana use, sexual risk-taking, fighting, alcohol consumption, but little research has explored the relationship between energy drinks and dietary behaviors of emerging adults. Therefore, the purpose of this study was to explore the relationship between energy drink consumption and diet among a sample of emerging adults. Participants included 585 undergraduate students from a large, public US university (m age=18.7; 47% non-Hispanic White, 20.9% Hispanic, 25.5% Asian, 2.7% non-Hispanic Black, and 4.4% other; 56% Female). Using an online survey, students self-reported energy drink consumption and dietary behaviors. Past week and past month energy drink consumption was measured with single items asking the number of times and the number of days the student consumed an energy drink, respectively. Dietary behaviors measured included soda, diet soda, milk, sweet snacks, salty snacks, fruits, vegetables, breakfast, frozen food meals, fast food meals, and restaurant meals consumption in a usual week. Summing responses to items including weekly consumption of milk, fruits, vegetables, and breakfast created a healthy eating index. Similarly, summing responses on items including weekly consumption of soda, diet soda, sweet snacks, salty snacks, frozen food, fast food, and restaurant food created an unhealthy eating index. Linear regression analyses were run to determine the associations between energy drink consumption and the individual dietary behaviors as well as the healthy and unhealthy eating indices. All analyses controlled for gender, race/ethnicity, and body mass index (BMI). Additional models were run with gender as a moderator to determine if the associations between energy drink consumption and dietary behaviors differed by gender. Overall, 17.5% of students consumed energy drinks at least one time in the past week (12.6% male, 5.0% female), and 38.1% consumed energy drinks on at least one day in the past month (22.7% male, 15.4% female). Increased past month energy drink consumption was associated with a higher score on the unhealthy eating scale (B=0.25 (SE =0.13), p=0.001), soda consumption (B=0.11 (SE =0.05), p=<0.001), and diet soda consumption (B=0.07 (SE =0.04), p=0.007), and a lower score on the healthy eating scale (B=-0.27 (SE=0.17), p<0.05). Increased past week energy drink consumption was associated with a higher score on the unhealthy eating score (B=0.80 (SE =0.28), p=<0.001), soda (B=0.25 (SE =0.10), p=0.003), diet soda (B=0.20 (SE =0.09), p=0.003), pre-packaged salty snacks (B=0.16 (SE =0.09), p=0.04), and frozen meal consumption (B=0.16 (SE =0.05), p=<0.002). No moderation effect was found by gender. Results suggest that those students who consume more energy drinks also consume more unhealthy foods and beverages. Given these associations, it is important that interventions aimed at addressing diet quality, overweight, or obesity rates within this population also consider the implications of energy drink consumption as a risk factor. / text

Thesis (Ph.D.)(Food Science))--University of Pretoria, 2008. / Includes bibliographical references. Available on the Internet via the World Wide Web.

Thesis (M.A.)--Bowling Green State University, 2010. / Document formatted into pages; contains vii, 106 p. ; ill. Includes bibliographical references.

No description available.

Introduction: Consuming alcohol mixed with energy drinks (AmED) has become a growing and popular trend among young adults worldwide. Although there have been some mixed findings, generally AmED use is associated with heavy drinking, risky behaviours and more negative outcomes, compared to alcohol use alone. Little research has been done outside of college samples and few researchers have investigated motivations for consuming AmED. Purpose: The purpose of the current research was to expand on previous research by investigating motivations for AmED use and the associations between AmED use and heavy drinking, alcohol use disorders, risky behaviours, and negative outcomes in community samples, while controlling for potentially important third variables, like sensation seeking. Methods: Using multivariate regression analyses the associations between AmED use and other variables were investigated in a randomly selected Canadian sample (n = 13,615) and a Canadian community young adult sample (n = 456). As well, an in-depth qualitative investigation of university students’ (n = 465) reported motivations for AmED and energy drink use was investigated using content analysis. Results: Compared to alcohol only, AmED use was found to be associated with heavy alcohol use, increased risk for alcohol use disorders, and increased risky behaviours and negative consequences (e.g., being a passenger in a vehicle with a drunk driver; drinking and driving; being involved in physical aggression; having harmful effects on relationships, health, employment) in both the Canadian and community samples. More frequent AmED use (e.g., weekly or more) was associated with ever having had a sexually transmitted infection. These relationships remained significant even after controlling for demographic variables and sensation seeking personality in the Canadian community sample. The most commonly reported motivations for AmED use were due to the taste of the beverage, enjoyment of a particular AmED (e.g., Jagerbomb), for increased stimulation (e.g., wakefulness, energy, alertness) while drinking, to facilitate “partying” or staying out late when drinking, to counteract the depressant effects of alcohol, for social purposes, and because of ease of availability (e.g., purchased by others/ given for free). Conclusions: This research has contributed to a better understanding of the relationships between AmED use and personality traits, drinking behaviours, and risk behaviours in two relatively large community samples. It has contributed to a better understanding of the motivations for AmED use and how these motivations may be related to heavy drinking and risky behaviours. Taken together, this research indicates that there may be something about AmED use which puts people at an increased risk of drinking heavily, engaging in risky behaviours, and experiencing harms, compared to alcohol use alone. Along with the accumulating research in this area, the current research could be valuable for directing and planning future research studies which are designed to investigate causative relationships and for formulating effective policies and intervention programs. / Graduate / 0621 / 0573 / kbrache@uvic.ca

Adolescents are labeled as sensitive to caffeine, though despite this predisposition, consumption is high among this population. Energy drinks are a current trend in soft-drink-like beverages and are marketed to 11-35 year olds. However, unlike soft drinks, energy drinks are not regulated by the Food and Drug Administration, and therefore do not have to limit their caffeine content. This cross-sectional, correlational study sought to identify the role that knowledge, attitudes, and peers play in adolescent energy drink consumption. Adolescents (n = 199), ages 18 to 21, at a university in the west were surveyed. Descriptive statistics revealed that 25% of the surveyed population reported consuming at least one energy drink in the last 30 days. Using binary logistic regression, it was determined that having seen warning labels on energy drink cans significantly reduced the odds that the participant would consume energy drinks (p < .01). Interestingly, having more negative attitudes toward caffeine increased the odds the individual would consume energy drinks (p < .01). Additionally, the more individuals disagreed that they drank energy drinks with friends, the more likely they were to drink energy drinks (p < .01). Being male significantly increased the odds that the individual would consume energy drinks (p < .01). Moreover, there was a significant interactive effect between having a negative attitude toward caffeine and the fewer friends they had that drank energy drinks, resulting in an increased odds the individual consumed energy drinks (p < .05). Hopefully, the results from this study will contribute to the current energy drink research.