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BRIEF ANALYSIS OF A SURVEY ON THE CONSUMPTION OF ENERGY DRINKS IN ITALY

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Author(s): Maurizio LANFRANCHI | Carlo GIANNETTO | Ionela-Carmen PIRNEA

Journal: Management Strategies Journal
ISSN 1844-668X

Volume: V;
Issue: 3(17);
Start page: 15;
Date: 2012;
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Keywords: Energy drinks | consumption trends | Italy

ABSTRACT
The methodology followed to conduct the survey was quantitative and random. To conduct the survey research was conducted on motivational revelations through a methodology that refers to the survey done by questionnaire. Preliminary members of the research team have defined and developed the research hypotheses, identified the survey questions and put together the questionnaire to be administered to the sample of consumers. The compiling of the questionnaire has led to questions on the definition of perceived quality, the habitual consumption, the price-quality of products defined Energy drinks. The survey was conducted in the period between November and December 2011, on a sample of 120 Italian consumers. The revelations by administering the product was mainly conducted at outlets, such as supermarkets, clubs, pubs and bars, interviewing a sample of consumers directly with the method "face to face". The purpose of the survey was conducted to understand the needs, habits and buying preferences of the consumer of Energy drinks, as well as the degree of appreciation. In this paper we describe only briefly and partially the results of the survey.
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