An examination of energy drinks in terms of brand performance and consumer trends: The case of Tirana market

Abstract

This dissertation aimed to bring a clear idea of the energy drinks tendency regarding young consumer attitude in Tirana market and showing also the brand performance based on two empirical generalizations. At first, in the literature review was presented with the theoretical part such as: branding, consumer behavior & empowerment, country of origin, the role of energy drinks and NBD dirichlet model along with repertoire buying and double jeopardy. Likewise, the quantitative research method was applied for gathering and analyzing the data in an accurate way. The usage of SPSS made this study analyze the data deeper. The data analysis had shown interesting results of buyer’s behavior towards energy drinks, where the heaviest users were distinguished to base their consumption on weekly and bi-weekly basis. In spite of their age, gender or occupation they attitude was not different between the groups. Moreover, the repertoire buying model was applied which it demonstrated negative results because the consumer loyalty was strong towards the brands. To the other hand, double jeopardy was the other method applied and it was concluded that despite how weak or strong a brand was, the loyalty of consumers was undoubted. Thus, the two empirical generalizations didn’t stand for the market of energy drinks in Tirana.