Consumer Buying Behaviour Towards Energy Drinks in Malaysia

Abstract

The busy lives of people worldwide have led to the production and consumption of convenient and readily available food and drinks which can satisfy the need for energy to go on. However, some claim that these processed consumables are not necessarily nutritious and sometimes even harmful to the body, especially energy drinks loaded with a vast amount of sugar. This paper investigates consumer buying behaviour towards consuming two types of energy drinks, i.e., artificial and herbal energy drinks. Questionnaire surveys were used to collect the data from 450 respondents among the urban area residents in Selangor and Kuala Lumpur. Chi-square analyses were conducted to see the relationship between the demographic profiles of consumer buying behaviour towards energy drinks, showing a significant value of .000 for artificial energy drinks and .023 for herbal energy drinks. Whilst factor analysis were run to examine the factors influencing consumer buying behaviour toward energy drinks. The data reveal that lifestyle, age, preferences, price, and customer trust impact consumers' energy drink purchasing decisions. To improve the production of herbal energy drinks so they may be sold at a reduced price, manufacturers should be honest about the ingredients of artificial or herbal energy drinks.