Analyzing Energy Drink Preferences Among College Students In Selected Districts Of Haryana

Abstract

The consumption of energy drinks has become a growing trend among Indian youth, especially college students seeking instant energy and alertness. Haryana, with its mix of urban centers like Gurugram and semi-urban areas like Rohtak, provides an ideal setting to study these patterns. This study focuses on 400 college students from both districts to understand their motivations, attitudes, and behaviors toward energy drinks. Using a structured questionnaire, the research applied segment marketing based on demographic, psychographic, and behavioral factors. Cluster analysis identified distinct consumer groups, revealing that price, peer influence, and lifestyle aspirations significantly affect choices. Gurugram students favored premium international brands like Red Bull and Monster, while Rohtak students preferred affordable options like Sting. Overall, awareness of health risks was low, suggesting strong marketing influence. The findings highlight the need for region-specific marketing strategies and awareness programs promoting responsible consumption. The study contributes to segment marketing research and supports the development of culturally sensitive and health-conscious marketing practices.