MAJCAFE

Hamza Salim Khraim
Department of Marketing, Faculty of Business, Amman Arab University

---

Abstract

The energy drinks market is witnessing a massive increase in terms of sales volume all over the world. Understanding factors that affect consumers’ behavior in the energy drinks market can be very beneficial for marketing managers in many areas. This research will explore the influence of perceived benefits, knowledge, energy drink attributes, and reference groups on young Jordanian consumers’ attitudes towards energy drinks consumption. Also, it will highlight the consumption patterns of energy drinks in the Jordanian market. A quantitative research method was employed to answer the research questions, and a questionnaire was distributed to solicit the required data from respondents. To collect the necessary data, the researcher used convenience random sampling; about 302 questionnaires were completed and used in data analysis. Results show that young Jordanian consumers’ attitude is positive and relatively moderate. Price emerged as the most important attribute for energy drinks, and among the reference group, peer influence was the highest among other groups. Staying awake to study statement emerged as the main perceived benefit. Regression analysis results confirmed that perceived benefits, energy drinks attributes, and reference groups have a significant effect on young Jordanian consumers’ attitudes, while knowledge shows no significant effect. For future research, we recommend researching on how to de-market energy drinks.

Keywords: Energy drinks, Young consumers, Knowledge, Reference groups, Attitude, Perceived benefits, Jordan