2.0 Customer Analysis
2.1 customer research
Energy drinks consumers are generally bellow 35 years of age. The industry targets teenagers, young adults and athletes. Workers are also included in the market segment for this product. As regards to customers description, recent studies has pointed out that 65% of energy markets are male (Energy Drinks Market, n.d).Consumers are usually single with an average income (Central Information Organization, 2009, p.8). Nowadays, energy drinks are very popular among teenager students. As confirmed by Bahrain Central Information Organization webpage (CIO), students’ rate is 174.98 per 1000 population. This is a large percent taking into account the very small population of Bahrain. Furthermore, people at this period of age are well known to be very outgoing and active but with increasing burdens of daily studies they become very busy and in need for a fast and effective boost for their energy. Similarly, athletes are mostly young adults and students at the same time. They surely need energy drinks to build their bodies and to provide them with more strength to exercise their favorite sport. Added to that, workers constitute the third part of energy drinks customers. They use energy drinks quite often, especially the ones with two jobs or more or a full time job. Working in these fields becomes so exhausting which creates a need for more energy and it is obtained by energy drink consumption. For students energy drinks are intensively consumed during midterm or final exams period. Teenagers become nervous and very tired due to the great pressure provoked by hard work studying. A recent study shows that one-half of college students consume at least 1 energy drink per month (M.A. Heckman, K. Sherry, and E. Gonzalez de Mejia, 2010). Students expect that this would help them gain more energy in compensate of the amount they have lost. Added to that, athletes need energy drinks before big matches or during tournaments. They aim to...
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