Paper Key : IRJ************320
Author: Bansi Patel,Dr. Anil Sharma,Badasinghani Parvindersingh
Date Published: 14 Apr 2024
Abstract
This research investigates critical determinants influencing brand image and consumer recommendations within the dynamic landscape of the energy drink market. Employing multiple linear regression analysis, we explore the impact of various factors, including testimonials, unique selling propositions (USP), trust-building initiatives, and niche market development, on the creation of brand image. Additionally, we analyze the combined effects of factors such as Brand Ambassador, Packaging, Taste, Flavor, and Price on the likelihood of consumers recommending energy drinks. The findings contribute valuable insights for strategic decision-making within the beverage industry, highlighting the significance of positive testimonials and unique selling propositions in shaping brand image. The research also sheds light on the complex dynamics between factors influencing energy drink consumption and subsequent recommendations, emphasizing the need for nuanced marketing strategies. Overall, this study provides a comprehensive understanding of key determinants influencing consumer perceptions and behaviors in the energy drink sector, offering practical implications for brand management and marketing strategies.