A Conjoint analysis of Turkish consumer preferences for energy drinks

The objective of this study is to examine the importance of product attributes of energy drinks in consumer choice. A conjoint based survey was administered to 126 Turkish consumers to examine how they made energy drink choice decisions. Our results indicate that Turkish consumers valued brand name, price and taste as the most important product attributes for their choices while energy drink content such as caffeine and carbohydrate levels were not considered as important. However, consumers with high involvement levels indicated that caffeine and carbonation content, packaging, purpose of use as well as brand name, and price were significant predictors for their choice of energy drinks. We also clustered consumers using conjoint generated utilities to identify different energy drink market segments. The findings of this study can assist producers to better design alternative products, provide guidance for effective product positioning, and pricing strategies for energy drinks.