Energy drinks consumption among different social groups: motivations, factors and norms
Analysis of forum materials and marketing research, survey database analysis. Theoretical framework, empirical evidence. Marketing reports, theoretical thematic analysis of qualitative data themes and sub-themes. Hard studying and working periods.
Рубрика | Маркетинг, реклама и торговля |
Вид | дипломная работа |
Язык | английский |
Дата добавления | 15.09.2020 |
Размер файла | 86,2 K |
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52. Анализ рынка энергетических напитков в России в 2007-2011 гг, прогноз на 2012-2016 гг. (2012). РБК Магазин Исследований. https://marketing.rbc.ru/research/28152/
53. Бурдье, П. (1998). Структура, габитус, практика. http://www.old.jourssa.ru/1998/2/4bourd.html
54. Ерицян, К., &Колпакова, О. (2017). Современные подходы к изучению употребления энергетических напитков. Петербургская Социология Сегодня, 8. https://cyberleninka.ru/article/n/sovremennye-podhody-k-izucheniyu-upotrebleniya-energeticheskih-napitkov
55. Пресс-релиз рынка энергетических напитков в России. (n.d.). Retrieved May 19, 2020, from https://drgroup.ru/press-reliz-rinka-energeticheskix-napitkov-v-rossii.html
56. Российский рынок энерготоников. (n.d.). RetrievedMay 19, 2020, from https://www.marketing.spb.ru/mr/food/energy_drink.htm
Appendix A
Table A1
Descriptive statistics of forum data
Link |
№ |
Number of answers |
Year (last answer) |
|
discussion club, “chatterers” |
||||
https://forums.rusmedserv.com/showthread.php?t=19678 |
1 |
31 |
2006 |
|
https://www.friends-forum.com/forum/showthread.php?t=72814 |
2 |
39 |
2018 |
|
https://forum.cofe.ru/showthread.php?t=91142 |
3 |
19 |
2006 |
|
http://freemindforum.3bb.ru/viewtopic.php?id=496 |
4 |
96 |
2011 |
|
http://forum-obscheniya.ru/viewtopic.php?id=671 |
5 |
74 |
2019 |
|
women's forum |
||||
http://www.woman.ru/health/medley7/thread/4052242/2/ |
6 |
109 |
2011 |
|
http://forum.cosmetic.ua/topic185682start20.html |
7 |
66 |
2014 |
|
maternity |
||||
https://khabmama.ru/forum/viewtopic.php?t=32422 |
8 |
66 |
2012 |
|
video games, technologies, and gadgets |
||||
https://forums.playground.ru/talk/energeticheskie_napitki-147762/ |
9 |
187 |
2017 |
|
https://forum.ixbt.com/topic.cgi?id=15:44826-3 |
10 |
155 |
2008 |
|
https://dota2.ru/forum/threads/energeticheskie-napitki.1124381/ |
11 |
32 |
2017 |
|
https://forums.playground.ru/talk/kakoj_energeticheskij_napitok_samyj_luchshij-576915/ |
12 |
250 |
2020 |
|
https://sonic-world.ru/forum/topic/9927-пьёте-ли-вы-энергетики/?page=6 |
13 |
357 |
2013 |
|
pickup forum |
||||
http://forum.bealpha.com/index.php?showtopic=2434 |
14 |
15 |
2010 |
|
https://www.pickupforum.ru/index.php?showtopic=82606&page=3 |
15 |
54 |
2007 |
|
cars and driving |
||||
https://www.e1.ru/talk/forum/read.php?f=67&i=1388896&t=1388896 |
16 |
57 |
2015 |
|
https://forums.drom.ru/garazh/t1151064896.html |
17 |
49 |
2008 |
|
reviews |
||||
https://irecommend.ru/taxonomy/term/939/reviews?tid=92186 |
18 |
200 |
2020 |
|
https://irecommend.ru/content/napitok-energeticheskii-kokakola-kompani-bern-energiya-tsitrusa |
19 |
90 |
2020 |
|
https://market.yandex.ru/product--energeticheskii-napitok-monster-energy-green/169415222/reviews |
20 |
65 |
2020 |
|
healthy lifestyle and sports |
||||
https://ne-kurim.ru/forum/threads/ehnergetiki.58870/ |
21 |
3 |
2019 |
|
http://snowboarding.com.ua/forum/topic/44841-энергетические-напитки-могут-вызвать-летальный-исход/ |
22 |
23 |
2013 |
|
https://www.sports.ru/tribuna/blogs/streamofconsciousness/2566394.html |
23 |
250 |
2019 |
|
city forum |
||||
https://www.nn.ru/community/gorod/main/?do=read&thread=2157106&topic_id=47306257 |
24 |
172 |
2012 |
|
https://forum.ngs.ru/board/health/flat/1877570308/?per-page=50&fpart=1 |
25 |
75 |
2011 |
|
religion |
||||
https://asar-forum.uk/viewtopic.php?t=10460 |
26 |
7 |
2019 |
Appendix B
Guide of interview
Blocks |
Questions |
|
Block 1: Beginning |
Hello! How do you want me to address you?How old are you? Tell me a little about yourself. Do you work or study? |
|
Screening (inclusion criteria) |
Have you ever consumed energy drinks? (if not, finish the interview) Remember, how many times you have consumed energy drinks in the past 30 days? |
|
Block 2: Attitude to energy drinks |
How would you define what energy drinks are?People have different attitudes to the use of energy drinks. Tell me, what do you think about energy drinks? What is the reason for this attitude?What do you think, why people use energy drinks?Who (which groups of people) are the main consumers of energy drinks? Why they are?Do you think some professions are more related to energy drinks than others? What? |
|
Block 3: The first usage |
Do you remember when you learned about energy drinks for the first time? Tell me about it. Do you remember the moment when you tried an energy drink for the first time? Tell me about it. |
|
Block 4: The practices of consumption |
Tell me, in what situations do you usually use energy drinks? (Development: why in a particular situation, how much is it usually, whether it mixes with something, whether there is any norm of use) How many times per month do you consume energy drinks? If you compare the period now and earlier - did you start using energy drinks more or less? Why? What effect do you expect from taking an energy drink? What effect do you usually have after drinking energy beverages? What is more important to you - the effect or taste? If at some point energy drink is unavailable for some reason, what do you usually do? (Development: do you think you can replace energy drinks with something else? Why did you choose an energy drink?) How often do these situations occur? Do you prefer any particular energy drink, or what comes to hand, then take it? (Development: if yes, why) Do you have any personal restrictions on use/dose? Why? |
|
Unit 5: The Environment/norms |
How does your environment feel about your consumption of energy drinks? (Development: find out about friends, relatives, colleagues/classmates) Does someone from your environment use energy drinks? (Development: who and in what situations, how does it differ from your usual usage) Did you have to hide the use of energy drinks from anyone (parents/caregivers)? Tell me more. Are there any situations in which it is inappropriate or undesirable to use energy? (Development: let's imagine a person of your age drinking energy beverages in the following situations, what would you think: - In a lesson/in university; - At work when communicating with clients; - On the street; - When playing sports;- On vacation with friends; - On a date; |
|
Block 6: Energy drinks and alcohol |
Do you drink alcohol? If yes, how many times have you used it in the last 30 days? Have you tried mixing energy drinks and alcohol? If yes: how often do you mix? What effect do you expect? When did you try mixing it for the first time? (Development: effect, consequences/safety) What alcohol and energy drink do you prefer to mix? Have you seen other people mix alcohol and energy? In what situations? What were the consequences/effects? Have you tried mixing energy drinks with other drugs? Tell me about this experience (Development: When? How often do you do this? effect/consequences) |
|
Block 7: Negative effects for health |
Have you noticed any negative effects of energy drinks on your health? What kind? Do you know anyone who has experienced any negative effects of drinking energy drinks? What kind? |
|
Block 8: Barriers |
Where do you usually get energy drinks? Do you buy them yourself, are you treated, or something else?Where do you buy energy drinks?What difficulties did you encounter when purchasing energy drinks?Have you heard that the government wants to ban the sale of energy drinks? What do you think about this situation?In your opinion, at what age can people start using energy drinks? Who can and cannot use them? |
Table B1
Description of the secondary data: interview and respondents
Interview |
Respondent |
|||||||||||
№ |
Year |
Dura-tion (min) |
Type |
Context |
Interviewer |
Sex |
Age |
Educational status |
Circumstances |
Frequency of use |
Negative experience |
|
1 |
2018 |
na |
semi-structu-red |
research project* |
member of project team |
female |
19 |
student, law |
studying, mixing with alcohol |
2 times per month |
no |
|
2 |
2018 |
na |
semi-structured |
research project |
member of project team |
male |
20 |
student, sociology |
at sports events, mixing with alcohol |
1 time per month |
addiction, sleep problems |
|
3 |
2018 |
na |
semi-structured |
research project |
member of project team |
male |
20 |
student |
studying, work, mixing with alcohol |
10 times per month |
no |
|
4 |
2018 |
na |
semi-structured |
research project |
member of project team |
female |
19 |
student |
studying, work |
self-reported as “often” |
no |
|
5 |
2018 |
na |
semi-structured |
research project |
member of project team |
female |
20 |
student |
studying, at parties |
self-reported as “often” |
no |
|
6 |
2018 |
na |
semi-structured |
research project |
member of project team |
male |
20 |
student |
at parties, studying, driving |
self-reported as “often” |
no; an exhausted body after mixing with alcohol |
|
7 |
2018 |
23 |
semi-structured |
research project |
member of project team |
female |
19 |
student, sociology |
at parties, studying |
3 times per month |
no |
|
8 |
2018 |
24 |
semi-structured |
research project |
member of project team |
female |
19 |
student |
studying |
1-2 times per month |
no |
|
9 |
2018 |
19 |
semi-structured |
research project |
member of project team |
female |
20 |
student, sociology |
beginning of a hard day, mood-boosting, at parties |
10 times per month |
no |
|
10 |
2018 |
23 |
semi-structured |
research project |
member of project team |
female |
19 |
student, economy |
studying, work, at parties |
4 times per week |
no |
|
11 |
2018 |
10 |
semi-structured |
research project |
member of project team |
male |
19 |
student, management |
beginning of a hard day, to stay awake |
1-2 times per month |
no |
|
12 |
2018 |
8,5 |
semi-structured |
research project |
member of project team |
male |
21 |
student, economics |
studying |
3 times per month |
no |
|
13 |
2018 |
na |
semi-structured |
research project |
member of project team |
male |
19 |
student, management |
studying, to stay awake |
2-3 times per month |
stomach pain after use |
|
14 |
2018 |
na |
semi-structured |
research project |
member of project team |
female |
19 |
student, management |
mixing with alcohol |
3-4 times per month |
no, but believes that addiction and health problems are possible |
|
15 |
2018 |
na |
semi-structured |
research project |
member of project team |
female |
17 |
student, sociology |
to stay awake |
4 times per month |
difficulty breathing and heart problems after use |
|
16 |
2018 |
22 |
semi-structured |
research project |
Serafima Pikunova |
male |
19 |
student, sociology |
studying |
3 times per month |
heart problems after use |
|
17 |
2018 |
23 |
semi-structured |
research project |
Serafima Pikunova |
female |
19 |
student, sociology |
studying, mixing with alcohol |
8 times per month |
no, but friend vomited after mixing with alcohol |
|
18 |
2018 |
19 |
semi-structured |
research project |
Serafima Pikunova |
female |
20 |
student, sociology |
studying, work |
2 times per month |
no, but friend had liver disorder after long-term use |
|
19 |
2019 |
45 |
semi-structured |
course paper** |
Serafima Pikunova |
female |
22 |
student, sociology |
studying, work, at parties |
self-reported as “rarely” |
addiction, sleep problems |
|
20 |
2019 |
39 |
semi-structured |
course paper |
Serafima Pikunova |
female |
22 |
student, sociology |
at parties/raves, studying |
self-reported as “rarely” |
loss of consciousness after mixing with alcohol |
Appendix C
Questionnaire
Variable |
Question |
Answer |
|
Sex |
what is your gender? |
male, female |
|
Age |
how old are you? |
17-25 |
|
Income level |
what opportunities does your personal (or family) income provide to meet your needs (your family's needs)? |
1) I live from paycheck to paycheck, sometimes not enough for the most necessary things;2) There is enough money for daily expenses, but buying clothes and shoes is already problematic;3) Income is enough for a normal life, you can save something, including for the purchase of durable goods;4) I can save up for an apartment or a car;5)At present, I cannot deny myself anything. |
|
Academic performance |
your academic performance can be described as … |
1) unsatisfactory2) satisfactory3) good4) excellent |
|
Job |
do you currently work in parallel with your studies in any paid job? |
no; yes |
|
Self-reported bad habits |
do you have bad habits? |
no; yes |
|
Level of smoking |
how many times in your life (year, month) have you smoked cigarettes? |
“0”, “1-2”, “3-5”, “6-9”, “10-19”, “20-39”, “40 and more” |
|
Level of drinking alcohol |
how many times in your life (year, month) have you drunk alcoholic beverages? |
“0”, “1-2”, “3-5”, “6-9”, “10-19”, “20-39”, “40 and more” |
|
Level of drinking energy beverages |
how many times in your life (year, month) have you consumed energy drinks? |
“0”, “1-2”, “3-5”, “6-9”, “10-19”, “20-39”, “40 and more” |
|
Mixing alcohol and energy drinks |
how many times in your life (year, month) have you consumed energy drinks mixed with alcohol? |
“0”, “1-2”, “3-5”, “6-9”, “10-19”, “20-39”, “40 and more” |
|
Context of energy drinks usage/alcohol usage/mixing of alcohol and energy drinks |
can you remember any situations when you have consumed energy drinks/alcohol/energy drinks mixed with alcohol in the past 30 days? |
meeting with friends; visiting clubs, concerts, parties; celebration of something; need to cheer up or overcome drowsiness; on Friday; fatigue, desire to relieve tension; attending or watching sports events; after strenuous mental activity (for example, preparing for exams); trip to the countryside; in solitude; during sports; eating; during work; tried for the first time; use as medicine (for insomnia, colds, pain, nervousness, etc.); during computer games; during a romantic date or sex; no reason; just interest; driving |
Appendix D
Table D1
Linear regression analysis of level of energy drinks consumption and mixing per life, year, month
Model 1 (ED, month) |
Model 2 (ED, year) |
Model 3 (ED, life) |
Model 4 (mix, month) |
Model 5 (mix, year) |
Model 6 (mix, life) |
||
(Intercept) |
0.45 ***(0.09) |
1.13 ***(0.14) |
1.89 *** (0.17) |
0.06 (0.03) |
0.15 *(0.06) |
0.35 *** (0.10) |
|
sex |
-0.21 **(0.08) |
-0.39 **(0.13) |
-0.26 (0.15) |
-0.01 (0.03) |
-0.01 (0.05) |
0.00 (0.09) |
|
age |
-0.04 (0.03) |
-0.11 * (0.05) |
-0.00 (0.07) |
-0.00 (0.01) |
-0.00 (0.02) |
0.05 (0.04) |
|
study form |
0.06 (0.07) |
0.04 (0.10) |
0.02 (0.13) |
0.03 (0.02) |
0.02 (0.04) |
0.01 (0.08) |
|
income level |
-0.05 (0.03) |
-0.10 * (0.05) |
-0.08 (0.06) |
-0.01 (0.01) |
0.02 (0.02) |
0.07 (0.04) |
|
academicperform |
-0.03 (0.03) |
-0.06 (0.05) |
-0.14 *(0.06) |
0.02 (0.01) |
0.02 (0.02) |
0.05 (0.04) |
|
presence of job |
0.03 (0.07) |
0.10 (0.11) |
0.05 (0.14) |
-0.04 (0.02) |
-0.03 (0.05) |
0.03(0.08) |
|
self-expressed badhabits |
0.12 (0.08) |
0.29 * (0.12) |
0.29 * (0.14) |
0.01 (0.03) |
0.12 * (0.05) |
0.39 ***(0.09) |
|
level of smoking (life) |
0.63 ***(0.09) |
0.15 ** (0.05) |
|||||
level of alcohol consumption (life) |
0.43 ***(0.08) |
0.22 ***(0.05) |
|||||
level of smoking (year) |
0.30 ***(0.07) |
0.02 (0.03) |
|||||
level of alcohol consumption (year) |
0.26 ***(0.06) |
0.16 ***(0.03) |
|||||
level of smoking (month) |
0.11 ** (0.04) |
0.00 (0.01) |
|||||
level of alcohol consumption (month) |
0.03 (0.03) |
0.07 *** (0.01) |
|||||
N |
663 |
663 |
663 |
663 |
663 |
663 |
|
R2 |
0.07 |
0.20 |
0.33 |
0.06 |
0.12 |
0.19 |
|
Note. All continuous predictors are mean-centered and scaled by 1 standard deviation. *** p < 0.001; ** p < 0.01; * p < 0.05. |
Table D2
Logistic regression analysis of Predictors of energy drinks usage and mixing at least once per life, year, month
Model 1 (ED, life) |
Model 2 (ED, year) |
Model 3 (ED, month) |
Model 4 (mix, life) |
Model 5 (mix, year) |
Model 6 (mix, month) |
||
(Intercept) |
0.76 **(0.27) |
-0.14(0.24) |
-1.10 ***(0.26) |
-1.43 ***(0.28) |
-2.07 ***(0.34) |
-2.91 ***(0.52) |
|
sex |
0.05(0.24) |
-0.27 (0.22) |
-0.59 **(0.23) |
-0.13(0.24) |
-0.39(0.30) |
-0.48 (0.46) |
|
age |
-0.02(0.10) |
-0.22 *(0.09) |
-0.15(0.11) |
0.07(0.11) |
-0.10(0.14) |
-0.05(0.24) |
|
study form |
0.08(0.19) |
0.03(0.18) |
0.31(0.20) |
0.10(0.20) |
0.15(0.26) |
0.25(0.42) |
|
income level |
-0.13(0.09) |
-0.22 *(0.09) |
-0.21 *(0.10) |
0.12(0.10) |
-0.02(0.13) |
0.00(0.20) |
|
academicperform |
-0.16(0.10) |
-0.10(0.09) |
-0.12(0.10) |
0.04(0.10) |
0.14(0.13) |
0.20(0.21) |
|
presence of job |
0.15(0.21) |
0.09(0.19) |
-0.04(0.22) |
0.19(0.21) |
-0.05(0.28) |
-0.97(0.52) |
|
self-expressed badhabits |
0.17(0.23) |
0.36(0.20) |
0.38(0.24) |
0.66 **(0.22) |
0.40(0.29) |
-0.02(0.51) |
|
level of smoking (life) |
0.74 ***(0.15) |
0.33 *(0.13) |
|||||
level of alcohol consumption (life) |
0.42 ***(0.12) |
0.50 ***(0.14) |
|||||
level of smoking (year) |
0.29 *(0.11) |
-0.01(0.15) |
|||||
level of alcohol consumption (year) |
0.44 ***(0.10) |
0.84 ***(0.14) |
|||||
level of smoking (month) |
0.19(0.11) |
0.04(0.22) |
|||||
level of alcohol consumption (month) |
0.16(0.10) |
0.79 ***(0.18) |
|||||
N |
663 |
663 |
663 |
663 |
663 |
663 |
|
AIC |
724.41 |
838.61 |
687.78 |
688.29 |
471.93 |
228.21 |
|
BIC |
769.38 |
883.58 |
732.75 |
733.25 |
516.90 |
273.18 |
|
Pseudo R2 |
0.26 |
0.18 |
0.11 |
0.21 |
0.17 |
0.15 |
|
Note. All continuous predictors are mean-centered and scaled by 1 standard deviation. *** p < 0.001; ** p < 0.01; * p < 0.05. |
Table D3
Context of usage of different substances: number and proportion of reported situation
Context |
Energy drinks (n, %) |
Alcohol (n, %) |
Mixing (n, %) |
|
meeting with friends |
41 (10,79%) |
294 (27,2%) |
45 (37,82%) |
|
visiting clubs, concerts, parties |
15 (3,95%) |
75 (6.94%) |
19 (15,97%) |
|
celebration of something |
13 (3,42%) |
276 (25,53%) |
33 (27,73%) |
|
need to cheer up or overcome drowsiness |
149 (39,21%) |
11 (1,02%) |
4 (3,36%) |
|
on the weekend |
8 (2,11%) |
63 (5,83%) |
7 (5,88%) |
|
fatigue, desire to relieve tension |
39 (10,26%) |
82 (7,59%) |
3 (2,52%) |
|
attending or watching sports events |
2 (0,53%) |
5 (0,46%) |
1 (0,84%) |
|
after strenuous mental activity (for example, preparing for exams) |
33 (8,68%) |
30 (2,78%) |
2 (1,68%) |
|
trip to the countryside |
10 (2,63%) |
38 (3,52%) |
1 (0,84%) |
|
in solitude |
11 (2,89%) |
37 (3,42%) |
0 |
|
during sports |
13 (3,42%) |
1 (0,09%) |
0 |
|
eating |
14 (3,68%) |
44 (4,07%) |
2 (1,68%) |
|
during work |
11 (2,89%) |
37 (3,42%) |
0 |
|
tried for the first time |
2 (0,53%) |
0 |
0 |
|
use as medicine (for insomnia, colds, pain, nervousness, etc.) |
2 (0,53%) |
11 (1,02%) |
0 |
|
during computer games |
10 (2,63%) |
5 (0,46%) |
1 (0,84%) |
|
during a romantic date or sex |
2 (0,53%) |
71 (6,57%) |
1 (0,84%) |
|
no reason |
2 (0,53%) |
1 (0,09%) |
0 |
|
just interest |
1 (0,26%) |
0 |
0 |
|
driving |
2 (0,53%) |
0 |
0 |
|
TOTAL |
380 (100%) |
1081 (100%) |
119 (100%) |
Table D4
Context by Frequency: proportion by group who drink less/more than 10 times per year
Context |
Proportion for the group who drink more (%) |
Proportion for the group who drink less (%) |
|
meeting with friends |
12,50 |
21,82 |
|
visiting clubs, concerts, parties |
10,42 |
7,27 |
|
celebration of something |
4,17 |
5,45 |
|
need to cheer up or overcome drowsiness |
70,83 |
60,91 |
|
on the weekend |
8,33* |
0,00* |
|
fatigue, desire to relieve tension |
31,25 |
17,27 |
|
attending or watching sports events |
0,00 |
0,91 |
|
after strenuous mental activity (for example, preparing for exams) |
20,83 |
15,45 |
|
trip to the countryside |
8,33 |
4,55 |
|
in solitude |
14,58* |
2,73* |
|
during sports |
10,42 |
7,27 |
|
eating |
12,50 |
6,36 |
|
during work |
0,00 |
1,82 |
|
tried for the first time |
0,00 |
1,82 |
|
use as medicine (for insomnia, colds, pain, nervousness, etc.) |
0,00 |
1,82 |
|
during computer games |
4,17 |
2,73 |
|
during a romantic date or sex |
2,08 |
0,91 |
|
no reason |
0,00 |
3,64 |
Note. Pearson's Chi-squared test with Yates' continuity correction was used.
* p <.05
Table D5
Chi-squared test of Context by Frequency: residuals by group of usage per year
Context |
Answer |
0 |
1-2 times |
3-5 times |
6-9 times |
10-19 times |
20-39 times |
40 and more |
|
on the weekend |
no |
0.06 |
0.17 |
0.15 |
0.13 |
-0.05 |
-0.26 |
-0.56 |
|
yes |
-0.38 |
-1.03 |
-0.95 |
-0.81 |
0.31 |
1.62 |
3.47 |
||
fatigue, desire to relieve tension |
no |
0.13 |
1.05 |
-0.05 |
-0.31 |
-0.37 |
0.35 |
-1.37 |
|
yes |
-0.26 |
-2.01 |
0.09 |
0.59 |
0.70 |
-0.67 |
2.62 |
||
after strenuous mental activity (for example, preparing for exams) |
no |
0.46 |
1.05 |
-0.70 |
-0.34 |
-0.42 |
-0.17 |
0.25 |
|
yes |
-1.01 |
-2.31 |
1.55 |
0.74 |
0.92 |
0.37 |
-0.54 |
Note. Only significant cases of context are presented.
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