How carbonated drinks and health drinks affect consumer preferences

RELATIONSHIP BETWEEN CARBONATED DRINKS AND HEALTH DRINKS
TO THE CONSUMER PREFERENCE BY THE SELECTED

HOUSEHOLDS OF BARANGAY MACABLING
IN THE CITY OF SANTA ROSA LAGUNA
An Undergraduate Thesis Proposal Presented to the Faculty of the

Polytechnic University of the Philippines
Santa Rosa, Laguna
In Partial Fulfillment of the Requirements for the

Degree Bachelor in Business Administration
Major in Marketing Management
By
Fevelyn D. Bucio
Jessica Lorraine D. De Borja
Mariel Danica M. Galasao
Ressie S. Orzo
Mark Anthony P. Tambor
Angelita E. Nocon, M
Subject Facilitator
April 2015
1
Chapter I
THE PROBLEM AND ITS BACKGROUND
Introduction
Beverages and drinks are liquids specifically prepared for human consumption. In
addition to basic needs, beverages form part of the culture of human society. Nowadays,
drinks industry comprises companies that manufacture non-alcoholic beverages and
carbonated mineral waters or concentrates and syrups for the manufacture of carbonated
beverages.
Euromonitor International defines carbonated drinks as non-alcoholic drinks into
which carbon dioxide gas has been dissolved. Carbonating beverages, introducing CO2
into the drink mix under pressure, makes the drink slightly more acidic which serves to
sharpen the flavor and produces a slight burning sensation. And, it also helps preserve the
drink longer without going bad while Harvard School of Public Health Nutrition Source
defines health drinks as beverages that are limited or consumed in moderation, including
diet drinks, fruit juice and milk.
Different beverages have been well accepted by consumers. In the midst of the
rapidly growing beverage demand, the industry on the whole is encountering new
opportunities and challenges. Changing consumer demands and preferences require new
ways of maintaining current customers and attracting new ones. Along with ever
increasing competition, beverage companies must intensely court customers, offer high
quality products, efficiently distribute them, ensure safety and keep prices low all while
staying nimble enough to exploit new markets by launching new products. Recent
2
developments in beverage consumption and challenges in marketing have heightened the
need for searching the consumers' needs and preferences.
According to Kotler, the consumer market is very vast, and thus there is great
demand for an enormous variety of goods and services, especially as consumers differ
from one another in that of age, gender, income, education level, and tastes. Moreover,
the relationships between different consumers, as well as their contact with other
elements of the world surroundings, affect their choice of products, services, and
companies.
As a consumer, trends drive innovation and purchase behavior. New product
innovation is driven by consumer demand for more unique and experimental flavor
combinations. Over two thirds of consumers are willing to experiment with new foods
and beverages, offering plenty of opportunity for product development.
Consumer preferences is used primarily to mean to select an option that has the
greatest anticipated value among a number of options by the consumer in order to satisfy
his/her needs or desires. Preferences indicate choices among neutral or more valued
options available. The preference of the consumer is the result of their behavior they
show during searching, purchasing and disposing the products.
Therefore, we came up to the problem of determining the relationship between the
carbonated drinks and health drinks to the consumer preference.
Background of the Study
3
In 1767, carbonated water (also known as soda water) was invented and has
become the main component of most soft drinks. Soft drinks date back to the mineral
water found in natural springs. The earliest soft drinks were developed by Arabic
chemists and were popular in the medieval Near East. The first marketed soft drinks
reached the Western World in the 17th century.
On the other hand, health drinks or juice is the liquid that is naturally contained in
fruit or vegetable tissue. European was fermenting fruit juice into bjorr in 11 th and 12th
century in Scandinavia, Iceland, Greenland and England.
The commercial modern juice industry dated from 1869, when the Welch
Company of Vineland, New Jersey commenced bottling of unfermented grape juice. It
was said that Dr. Thomas B. Welch and his son Charlie started fruit juice processing
industry.
Among the global profile that focuses on the industry trends in soft drinks, the
carbonated drinks and health drinks or fruit/vegetable juice got the highest off-trade
volume. (Euromonitor, 2013) That is why we came up to finding the relationship of these
two beverages.
However, it is somehow questionable why most of the consumers preferred one
drink from the other. The researchers wonder what would be the reason behind this. Are
the factors affects the buying behavior of the consumers? Hence, this study aims to
address the issue.
Theoretical Framework
4
Theory of Consumer Preference
In microeconomics, the theory of consumer preference relates choices (for the
consumption of both goods and services) to consumption expenditures; ultimately, this
relationship between preferences and consumption expenditures is used to relate
preferences to consumer demand curves. The link between personal preferences,
consumption, and the demand curve is one of the most closely studied relations in
economics. Consumer choice theory is a way of analyzing how consumers may
achieve equilibrium between preferences and expenditures by maximizing utility as
subject to consumer budget constraints.
Preferences are the desires by each individual for the consumption of goods and
services that translate into choices based on income or wealth for purchases of goods and
services to be combined with the consumer's time to define consumption activities.
Consumption is separated from production, logically, because two different consumers
are involved. In the first case consumption is by the primary individual; in the second
case, a producer might make something that he would not consume himself. Therefore,
different motivations and abilities are involved. The models that make up consumer
theory are used to represent prospectively observable demand patterns for an individual
buyer on the hypothesis of constrained optimization. Prominent variables used to explain
the rate at which the good is purchased (demanded) are the price per unit of that good,
prices of related goods, and wealth of the consumer.
The fundamental theorem of demand states that the rate of consumption falls as the price
of the good rises; this is called the substitution effect. Clearly, if one does not have
5
enough money to pay the price, then they cannot buy any of that item. As prices rise,
consumers will substitute away from higher priced goods and services, choosing less
costly alternatives. Subsequently, as the wealth of the individual rises, demand increases,
shifting the demand curve higher at all rates of consumption; this is called theincome
effect. As wealth rises, consumers will substitute away from less costly inferior goods and
services, choosing higher priced alternatives.
A Dynamic Theory of Consumers Preference by Herbert Scarf

Theory of Consumers Choice is based on idea of utility maximization, subject to
constraints in expenditures. A description is given of those utility functions for which
future tastes are independent of past consumption, and an even smaller class is described
for which tastes are stationary in time. It is shown that the utility function will have these
properties only of it is a discounted sum of functions pertaining to consumption in the
separate periods. The discount factor leads to the notion of a personal interest rate, which
may be constant, or a function of the consumption level.
The question of whether a decreasing ratio of expenditure to total wealth is
compatible with such a utility function is discussed. The case of constant personal
interest is examined in detail and it is shown that no stationary utility function permits a
decreasing ratio of expenditure to wealth for a sufficiently wide range of market interest
rates. On the other hand, an example is given of utility indicator with a variable personal
interest rate, which predicts a decreasing ratio of expenditure to wealth for all market
interest rates.
6
Jonathan Levin and Paul Milgrom Consumer Theory
Consumer theory is concerned with how a rational consumer would make
consumption decisions. What makes this problem worthy of separate study, apart from
the general problem of choice theory, is its particular structure that allows us to derive
economically meaningful results. The structure arises because the consumers choice sets
sets are assumed to be defined by certain prices and the consumers income or wealth.
INPUT
PROCESS
OUTPUT
Preferred drinks of the

respondents in terms
of:
Assessment of
Factors of
Consumer
Preferences through
Significant
relationship between
the two different
beverages to the
consumer
preference
Carbonated Drinks
Health Drinks
Factors that affect
buying behavior of
Conceptual Framework
consumers between
carbonated drinks and
health drinks
2.1 Price
2.2 Taste
2.3 Color
2.4 Promotion
1.1
Survey
Questionnaires
1.2
Interview
1.3 Observation
FEEDBACK LOOP
Fig. 1 Paradigm of the Study
This study uses input, process, output model. Input includes the preferred drinks
of the respondents and factors that affect the consumer preference of carbonated drinks
and health drinks in terms of price, taste, color, and promotion. Process intends to make
the present study verifiable which includes survey questionnaires, interview and
observation. Output aims to present the expected result of this study based on the
relationship between the two beverages namely: carbonated drinks and health drinks as
perceived by households of Barangay Macabling in the City of Santa Rosa, Laguna.
Statement of the Problem
8
This study aims to determine the relationship between carbonated drinks and
health drinks to the consumer preference as perceived by selected households of
Barangay Macabling in the City of Santa Rosa, Laguna.
Specifically, the researchers intend to answer the following questions:
1
Which of the two drinks the respondents preferred:

1
Carbonated Drinks
Health Drinks
What factors do respondents consider in buying their preferred drinks in terms of:
2.1 Price
2.2 Taste
2.3 Color
2.4 Promotion
3.
Is there any significant relationship between the two different beverages?
Hypothesis
There is no significant relationship between the carbonated drinks and health
drinks to the consumer preference as perceived by selected households of Barangay
Macabling in the City of Santa Rosa, Laguna.
Significance of the Study
Other Researchers
The study will benefit the other researchers that will add to the growing body of
information in the field of educational research. The result of the study will be serving as
a guide and material to a better understanding of other researchers who would like to
embark on a conduct of study of similar nature.
Beverage Companies and Distributors

The study will help the beverage companies and distributors to improve and to
think of new innovations in their products to increase customer satisfaction.
Beverage patrons
The study will help soft drink patrons in their decision making in choosing the
best available options in order for them to be aware in fulfilling their needs.
Scope and Limitations

This research study focus on the relationship between carbonated drinks and
health drinks to the consumer preference as perceived by households of Barangay
Macabling in the City of Santa Rosa, Laguna
in terms of price, taste, color, and
promotion.
The samples were taken from the households with a total of 3920, but only 363
individuals were selected for the study.
Definition of Terms
10
Terms here are conceptually and operationally defined for better understanding of the
readers.
Behavioral variables are the criteria or yardsticks for measuring and comparing among
different individuals.
Mainly observable and measurable characteristics including
gender, income, education, social class, organizational productivity, task orientation,

recall memory, recognition memory, and achievement (Kerlinger & Lee, 2001).
Beverages are any one of various liquids for drinking, usually excluding water
specifically prepared for human consumption.
Consumer Preference is the study of how people buy, what they buy and when they buy.
It involves how consumers select goods and services.
Carbon Dioxide is a naturally occurring chemical compound composed of two oxygen
atoms each covalently double bonded to a single carbon atom.
Carbonated drink is a beverage that has had carbon dioxide dissolved into it for some
reason, most often to improve the taste, texture, or both. It is cold drink that is usually
sweet, does not contain alcohol, and is often sold in bottles or cans.
Embark is to begin a course of action, especially one that is important or demanding.
Enormous is very large in size, quantity, or extent.
Health Drink is a beverage that claims to be beneficial to health.
Outlet is a brick and mortar or online retail store in which manufacturers sell their stock
directly to the public.
11
Product Development is a system of defined steps and tasks such as strategy,
organization,
concept
generation,
marketing
plan
creation,
evaluation,
and
commercialization of a new product.

Purchase Behavior is the decision processes and acts of people involved in buying and using
products.
Vast is of very great extent or quantity, immense.
Chapter II
THE REVIEW OF RELATED LITERATURE AND STUDIES
Foreign Literature
12
(De Mooij, p. 20-21) In his book, he defined Consumer Behavior as the study of
the processes involved when people select, purchase, use, or dispose of products,
services, ideas, or experiences to satisfy needs and desires.
The components of human behavior can be summarized as what people are
(Who am I?), the self and personality, defined by peoples attributes and traits (What
sort of person am I?), how people feel, how people think and learn, and what people do.
The terms of the social sciences for feelings, learning and doing are affect, cognition, and
behavior. These elements are included in the definition of consumer behavior of the
American Marketing Association as the dynamic interaction of affect and cognition,
behavior, and the environment by which human beings conduct exchange aspects of their
lives.
Hawkins and Mothersbaugh (2010) discussed that it is not possible to select target
markets without simultaneously formulating a general marketing strategy for each
segment. Since customer value is delivered by the marketing strategy, the firm must
develop its general marketing strategy as it evaluates potential target markets. It is the
formulation of a consistent marketing mix. The marketing mix is the product, price,
communications, distribution, and services provided to the target market. It is the
combination of these elements that meets customer needs and provides customer value.
Product - is anything a consumer acquires or might acquire to meet a

perceived need. Consumers are generally buying need satisfaction, not
physical product attributes.

Communications Marketing Communications include advertising, the
sales force, public relations, packaging, and any other signal that the firm
13
provides about itself and its products. An effective communications
strategy requires answers to the following questions:
1. With whom, exactly, do we want to communicate?
2. What effect do we want our communication to have on the target
audience?
3. What message will achieve the desired effect on our audience?
4. What means and media should we use to reach the target audience?
5. When should we communicate with the target audience?
Price is the amount of money one must pay to obtain the right to use the
product. One can buy ownership of a product or, for many products, limited usage
rights. Economists often assume that lower prices for the same product will result
in more sales than higher prices. However, price sometimes serves as a signal of
quality. A product priced too low might be perceived as having low quality.
Owning expensive items also provides information about the owner. If nothing
else, it indicates that the owner can afford the expensive item. This is a desirable
feature to some consumers.
It is important to note that the price of a product is not the same as the
cost of the product to the customer. Consumer cost is everything the consumer
must surrender in order to receive the benefits of owning/using the product.
Distribution having the product available where the target customers can buy
it, is essential to success. Only in rare cases will customers go to much trouble to
secure a particular brand. Obviously, good channel decisions require a sound
knowledge of where target customers shop for the product.

Service refers to auxiliary or peripheral activities that are performed to enhance
the primary product or primary service. Auxiliary services cost money to provide.
Therefore, it is essential that the firm furnish only those services that provide
14
value to the the target customers. Providing services that customers do not value
can result in high cost and high prices without a corresponding increase in
customer value.
(Hawkins and Mothersbaugh, p. 23) said that the consumer decision process
intervenes between the marketing strategy and the outcomes. That is, the outcomes of the
firms marketing strategy are determined by its interaction with the consumer decision
process. The firm can succeed only if consumers see a need that its product can solve,
become aware of the product and its capabilities, decide that it is the best available
solution, proceed to buy it, and become satisfied with the results of the purchase.
Rowlands (2013) said that Economic Adversity has intensified price sensitivity
and reduced brand loyalty. More and more consumers are making buying decisions based
purely on value for money. As a result, carbonated drink brand owners are being forced
into a situation where price deals and discounts are becoming the norm, rather than
occasional devices to heighten consumer awareness and raise product loyalty. In respect
of producers, besides reducing prices, another recession-busting strategy has been to
downsize, introducing slightly smaller sized packs to keep prices low without relying on
discounts.
(Oliver, p. 8) defined satisfaction as the consumers fulfillment response. It is a
judgement that a product/ service feature, or the product or service itself, provided (or is
providing) a pleasurable level of consumption-related fulfillment, including levels of
under- or overfulfillment.
Foreign Studies
15
In their perceptual study on the Consumer Preference towards Carbonated Drinks,
Ubeja and Patel (March, 2014) identified many factors related to consumer preferences
and with the help of their method of analyzing the factors, they have found six new
factors, namely: Mental Relaxation, Price, Refreshment, Brand Name, Hygiene and
Taste. These factors mainly affect the buying behavior of the consumers with respect to
the saleability of carbonated drinks in the market.
Redondo (2014) revealed that carbonated drinks are beverages composed of water
and other ingredients that provide specific sensorial attributes. Carbonated drink
consumption patterns have recently been changed partially influenced by an increased
availability of different types of beverages during the last few years. Consumers'
preferences to choose one drink over another are influenced, not only by genetic,
psychological and environmental factors, but also by the beverage's specific attributes. In
fact, beverage consumption is driven by the sensations it gives. Because the main
component of carbonated drink is water, an increase in the intake might improve fluid
intake and the levels of water in the body if it is regarded as an "essential nutrient".
Vijay (2010) revealed that it is inferred that consumption of carbonated drinks
rank first, second is the Attractive package enhancing the consumer to buy and the third,
carbonated drinks really give lift to the consumers. It can be observed that the
respondents preferences on the likeliness of carbonated drinks varied significantly based
on Age. As the age of the consumers ascends, the preferences over the carbonated drinks
come down.
16
Abarajithan and Ragel (2011) studied customer switching behavior toward the
carbonated soft-drink market in Sri Lanka. They showed what factors determine
switching behavior among carbonated soft-drink consumers in Sri Lanka. The authors
proposed that the marketing mix influenced the switching behavior. The marketing mix is
considered to consist out of four Ps. The four Ps are product, price, place and promotion
(Kotler, Armstrong; 2010). The study showed that of these dimensions, the marketers
product mix, promotional mix and distributional strategies have a high influence on the
switching decision, whereas price strategy plays a moderate role.
Another study compared the results of brand loyalty among soft-drink consumers
in Kenya and India (Mise, Nair, Odera, Ogutu, 2013). The findings reveal that the
majority of Indian soft-drink consumers were truly loyal and not brand switchers.
Therefore, Kenyan soft-drink consumers are indifferent buyers compared to Indian
consumers who are mostly truly loyal.
Local Literature
Euromonitor International (2014) revealed that local consumers continue to
purchase soft drinks as beverages to drink during snack and meal times. But price still
remains a key to consideration in purchasing decisions to most Philippine consumers who
are price-conscious and choosing product that are more affordable. Also, the proximity
which dictates the choice of distribution channel affects their buying behavior because
most Filipino tends to buy from retailers that are closest to where they live. It is then
presumed that the industry of soft drinks will continue to grow and gain more profits in
the future.
17
As a result, some governments abroad have banned or limited the sale of soft
drinks in schools. Last May, for example, Peru approved a law designed to reduce child
obesity by encouraging healthier eating habits in schools. It regulated advertising for
fatty foods and fizzy soft drinks in schools, the first step in a plan to ban some junk food
altogether. Some schools in the Philippines have also already taken out soda drinks from
their cafeterias.
Cabiao (2013) said that to understand a Filipino consumer, businesses should
focus on 4 factors: beauty, hygiene, health and convenience. Over the 5 past years,
growth of purchase in ready-to-drink choco drinks, ready-to-drink coffee and ready-todrink energy/sports drinks have increased.
Young and Pagoso (2008) defined Consumer Behavior as the behavior that
consumers exhibit in looking, purchasing, using, evaluating, and disposing products and
services that they expect to satisfy their needs. The study of consumer behavior focuses
on how individuals make decisions to spend their available resources like money, time,
and effort on consumption-related items.
They have also listed the factors that influence consumer behavior, namely:
Culture, Social, Psychological and Personal Factors.
Local Studies
All efforts have been made but no related local studies have been found.
Synthesis of Related Literatures and Studies
18
Rowland (2013) and the Euromonitor InternationaL (2014) revealed that it is the
price that the majority of the consumers are concern. They prefer to buy beverages
depending upon the affordability of the product. They make choices not just by
determining the brand name but by satisfying oneself through the factors that affects the
buying behavior of the consumers.
On the other hand, the present study came out with significant findings that there
are some factors that greatly affect the buying mechanism of consumers with regards to
what kind of carbonated soft drinks to buy and to what extent it would bring the
consumer to the satisfaction level.
The same previously cited study recognized, to a certain level, the factors which
contribute to the buying behavior of the consumers in choosing the kind of soft drinks
especially for thirst-quencher regardless of the brand name. The present study recognizes
the same condition particularly on the preferences of the consumers in their choices of
soft drinks considering the factors that could adversely affect the companys growing
profit in the country.
19
Chapter III
METHODOLOGY OF RESEARCH
This chapter includes the methods of research, population, and sample size,
descriptions of the respondents, instrumentation, data gathering procedure, and statistical
treatment of data.
Research Method
Descriptive Research intends to describe and interpret what is. It reveals
conditions or relationships that exist or do not exist, practices that prevail or do not
prevail, beliefs of points of view or attitudes that are not held, processes that are going
on or otherwise, effects that are being felt, or trends that are developing. It attempts to
interpret the present. In business research, it may reveal status of old and new products,
consumer product acceptance or preferences, advertising schemes, market trends and
other studies pertinent to business operation.
Population and Sample Size
20
The total household of the study is three thousand nine hundred twenty (3920)
respondents in Barangay Macabling City of Santa Rosa, Laguna. The source of the
information is from the Municipal Hall of Barangay Macabling in the City of Santa Rosa,
Laguna.
To determine the sample size of the total population the researcher used:
Slovens Formula
N
n=
1 + Ne2
Where:
n = number of sample
N = total population
1 = constant
e = margin of error (5%)
3920
N=
1 + 3920 (5%)2
3920
=
1 + 3920 (0.05)2
3920
=
1 + 3920 (0.0025)
3920
=
1 + 9.8
3920
=
10.8
n
362.96 or 363
21
Description of the Respondents

The researchers have three hundred sixty-three (363) respondents from the
selected households of Barangay Macabling in the City of Santa Rosa, Laguna.
Instrumentation
The survey questionnaire is use as a research instrument. The questionnaire will
focus in the Relationship of Carbonated Drinks and Health Drinks to the consumer
preference as perceived by selected households of Barangay Macabling in the City of
Santa Rosa, Laguna.
WEIGHTED MEAN
4.50 5.00
3.40 4.49
2.60 3.39
1.80 2.59
1.00 1.79
VERBAL INTERPRETATION
Highly Preferred
Preferred
Slightly Preferred
Less Preferred
Not Preferred
Data Gathering Procedure

The researcher will use the following data gathering procedure for the study. First,
the researchers will observe the consumers of the two beverages in Barangay Tagapo City
of Santa Rosa, Laguna. Then, the group will proceed in survey questionnaire that is focus
on the Relationship of Carbonated Drinks and Health Drinks. The primary data will be
gathering by means of visiting the barangay and conducting a survey questionnaire to the
respondents. The researcher also need the secondary sources of data coming from books
and published materials related to the study. The researcher of the study has chosen the
random sampling.
Statistical Treatment of Data
The researchers will use statistics as the basic tools of measurement research, in
order to analyze the data gathering by the researchers. The researcher will use Slovens
22
formula for the purpose of computing the sample size; Frequency and Percentage
Formula for expressing the relative frequency of survey responses and other data; Likert
Scale for verbal interpretation and to interpret the weighted mean and weighted mean
which is useful indicator of finding the most and at the same time the least favored of the
respondents in the group; and lastly, Chi-square Test Formula for testing goodness of fit
is used to decide whether there is any difference between the observed (experimental)
value and the expected (theoretical) value.
Slovens Formula:
N
n=
1 + Ne2
Where:
n = Number of sample
N = Total population
1 = Constant
e = Margin of error (5%)
Frequency and Percentage Formula:
% = f/n (100)
Where:
% = Percentage
f = Frequency
n = Number of total respondents
Weighted Mean Formula:
WM = fiwi
wi
Where:
f = Frequency
n = Number of samples
w = Weight factor
Chi-square Test Formula:
2
(oe)
2
X =
e
23
Where:
O = Observed frequency
E = Expected frequency
= Summation
X2 = Chi Square value
Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter shows the tabulated, analyzed and interpreted data on the questionnaires
answered by the selected households of Barangay Macabling in the City of Santa Rosa,
Laguna posited in the study.
Table 1
PREFERRED DRINKS OF THE RESPONDENTS
Drinks
Frequency
Percentage
Carbonated Drinks
243
67%
Health Drinks
120
33%
Total
363
100%
The table shows the preferred drinks of the respondents. Out of three hundred sixty three
(363) respondents, two hundred forty three (243) or sixty seven percent (67%) preferred
carbonated drinks; and one hundred twenty (120) or thirty three percent (33%) preferred
health drinks.
24
Table 2
Factors that Affect the Consumers Preferences in Buying Carbonated
Drinks in terms of Price
Level
5
4
3
2
1
Total
Q1
f
18
0
10
1
67
12
3
36
3
Q2
Q3
50
99
18
8
52
21
3
36
3
27
28
18
3
1
100
52
14
6
1
100
F
14
3
11
2
95
4
9
36
3
Q4
%
39
31
26
1
2
100
F
13
2
15
7
46
10
18
36
3
Q5
%
36
43
13
3
5
100
f
14
5
14
0
51
15
12
36
3
%
40
39
14
4
3
100
The table shows the factors that affect the consumers preferences in buying carbonated
drinks in terms of price. In Question 1, out of three hundred sixty three (363)
respondents, one hundred eighty (180) or fifty percent (50%) are highly preferred; and
three (3) or one percent (1%) is not preferred. In Question 2, one hundred eighty eight
(188) or fifty two percent (52%) are preferred; and three (3) or one percent (1%) is not
preferred. In Question 3, one hundred forty three (143) or thirty nine percent (39%) are
highly preferred; and four (4) or 1 percent is less preferred. In Question 4, one hundred
fifty seven (157) or forty three percent (43%) are preferred; and ten (10) or three percent
25
(3%) are less preferred. And in Question 5, one hundred forty five (145) or forty (40%)
are highly preferred; and twelve (12) or three percent (3%) are not preferred.
Table 3
Drinks in terms of Taste
Level
5
4
3
2
1
Total
Q1
f
18
2
12
3
52
3
3
36
3
Q2
%
50
34
14
1
1
100
F
12
4
15
7
64
12
6
36
3
Q3
%
34
43
18
3
2
100
F
13
4
15
3
61
12
3
36
3
Q4
%
37
42
17
3
1
100
F
14
2
14
9
57
9
6
36
3
Q5
%
39
41
16
2
2
100
F
10
8
10
8
98
31
18
36
3
%
30
30
27
9
5
100
drinks in terms of taste. In Question 1, out of three hundred sixty three (363) respondents,
one hundred eighty two (182) or fifty percent (50%) are highly preferred; and three (3) or
one percent (1%) is not preferred. In Question 2, one hundred twenty four (124) or thirty
four percent (34%) are highly preferred; and six (6) or two percent (2%) are not
preferred. In Question 3, one hundred thirty four (134) or thirty seven percent (37%) are
26
highly preferred; and three (3) or one percent (1) is less preferred. In Question 4, one
hundred forty two (142) or thirty nine percent (39%) are preferred; and six (6) or two
percent (2%) are less preferred. And in Question 5, one hundred eight (108) or thirty
(30%) are highly preferred; and eighteen (18) or five percent (5%) are not preferred.
Table 4
Factors that Affect the Co nsumers Preferences in Buying Carbonated
Drinks in terms of Color
Level
5
4
3
2
1
Total
Q1
F
10
2
16
7
65
15
14
36
3
Q2
Q3
28
83
12
4
10
7
37
12
36
3
23
46
18
4
4
100
34
29
10
3
100
F
10
1
15
8
76
16
12
36
3
Q4
%
28
44
21
4
3
100
F
11
7
12
8
72
22
24
36
3
Q5
%
32
77
13
4
10
9
28
15
36
3
21
35
20
6
7
100
37
30
8
4
100
drinks in terms of color. In Question 1, out of three hundred sixty three (363)
respondents, one hundred two (102) or fifty percent (28%) are highly preferred; and
fourteen (14) or four percent (4%) are not preferred. In Question 2, eighty three (83) or
twenty three percent (23%) are highly preferred; and twelve (12) or three percent (3%)
27
are not preferred. In Question 3, one hundred one (101) or twenty eight percent (28%) are
highly preferred; and twelve (12) or three percent (3) are less preferred. In Question 4,
one hundred seventeen (117) or thirty two (32%) are preferred; and twenty four (24) or
seven percent (7%) are less preferred. And in Question 5, seventy seven (77) or twenty
one (21%) are highly preferred; and fifteen (15) or four percent (4%) are not preferred.
Table 5
Drinks in terms of Promotion
Level
5
4
3
2
1
Total
Q1
f
13
3
10
7
82
20
21
36
3
Q2
Q3
37
91
14
6
90
24
12
36
3
25
29
23
6
6
100
40
25
7
3
100
F
11
2
12
9
81
25
16
36
3
Q4
%
30
36
22
7
4
100
F
11
4
14
3
81
19
6
36
3
Q5
%
31
39
22
5
2
100
f
10
6
12
3
98
22
14
36
3
%
29
34
27
6
4
100
drinks in terms of promotion. In Question 1, out of three hundred sixty three (363)
respondents, one hundred thirty three (133) or thirty seven percent (37%) are highly
preferred; and twenty one (21) or six percent (6%) are not preferred. In Question 2,
28
ninety one (91) or twenty five percent (25%) are highly preferred; and twelve (12) three
percent (3%) are not preferred. In Question 3, one hundred twelve (112) or thirty percent
(30%) are highly preferred; and sixteen (16) or four percent (4) are less preferred. In
Question 4, one hundred fourteen (114) or thirty one percent (31%) are preferred; and six
(6) or two percent (2%) are less preferred. And in Question 5, one hundred six (106) or
twenty nine (29%) are highly preferred; and fourteen (14) or four percent (4%) are not
preferred.
Table 6
Factors that Affect the Consumers Preferences in Buying Health Drinks in
terms of Price
Level
5
4
3
2
1
Total
Q1
f
11
9
15
2
71
18
3
36
3
Q2
Q3
33
99
17
6
27
67
12
9
36
3
18
3
2
42
20
5
1
100
48
100
F
11
5
10
6
10
6
24
12
36
3
Q4
%
32
29
29
7
3
100
F
13
7
13
4
59
15
18
36
3
Q5
%
38
37
16
4
5
100
F
10
1
15
5
74
24
9
36
3
%
28
43
20
7
2
100
The table shows the factors that affect the consumers preferences in buying health drinks
in terms of price. In Question 1, out of three hundred sixty three (363) respondents, one
29
hundred nineteen (119) or thirty three percent (33%) are highly preferred; and three (3) or
one percent (1%) is not preferred. In Question 2, ninety nine (99) or twenty seven percent
(27%) are highly preferred; and nine (9) or two percent (2%) are not preferred. In
Question 3, one hundred fifteen (115) or thirty two percent (32%) are highly preferred;
and twelve (12) or three percent (3) are less preferred. In Question 4, one hundred thirty
seven (137) or thirty nine percent (38%) are preferred; and eighteen (18) or five percent
(5%) are less preferred. And in Question 5, one hundred one (101) or twenty eight (28%)
are highly preferred; and nine (9) or two percent (2%) are not preferred.
Table 7
terms of Taste
Level
5
4
3
2
1
Total
Q1
F
14
4
14
4
63
12
0
36
3
Q2
Q3
40
93
19
0
53
12
15
36
3
26
40
17
3
0
100
53
15
3
4
100
F
13
4
13
6
90
3
0
36
3
Q4
Q5
37
94
17
9
69
15
6
36
3
26
37
25
1
0
100
49
19
4
2
100
f
17
6
12
0
45
10
12
36
3
%
48
33
12
3
3
100
30
in terms of taste. In Question 1, out of three hundred sixty three (363) respondents, one
hundred forty four (144) or forty percent (40%) are highly preferred; and zero (0) or zero
percent (0%) is not preferred. In Question 2, ninety three (93) or twenty six percent
(26%) are highly preferred; and fifteen (15) or four percent (4%) are not preferred. In
Question 3, one hundred thirty four (134) or thirty seven percent (37%) are highly
preferred; and zero (0) or zero percent (0) is less preferred. In Question 4, one hundred
thirty seven (137) or twenty six percent (26%) are preferred; and six (6) or two percent
(2%) are less preferred. And in Question 5, one hundred seventy six (176) or forty eight
(48%) are highly preferred; and twelve (12) or three percent (3%) are not preferred.
Table 8
terms of Color
Level
5
4
3
2
1
Total
Q1
Q2
F
99
16
0
%
27
74
24
6
36
3
20
7
2
44
100
Q3
F
85
14
3
%
23
88
25
22
36
3
24
7
6
39
100
F
77
15
1
10
8
12
15
36
3
Q4
%
21
42
30
3
4
100
f
68
14
6
10
9
27
13
36
3
Q5
%
19
40
30
7
4
100
F
80
17
0
%
22
78
26
9
36
3
21
7
2
47
100
31
in terms of color. In Question 1, out of three hundred sixty three (363) respondents,
ninety nine (99) or twenty seven percent (27%) are highly preferred; and six (6) or two
percent (2%) are not preferred. In Question 2, eighty five (85) or twenty three percent
(23%) are highly preferred; and twenty two (22) or six percent (6%) are not preferred. In
Question 3, seventy seven (77) or twenty one percent (21%) are highly preferred; and
fifteen (15) or four percent (4) are less preferred. In Question 4, sixty eight (68) or
nineteen percent (19%) are preferred; and thirteen (13) or four percent (4%) are less
preferred. And in Question 5, eighty (80) or twenty two (22%) are highly preferred; and
nine (9) or two percent (2%) are not preferred.
Table 9
terms of Promotion
Level
5
4
3
2
1
Total
Q1
f
11
5
11
3
86
34
15
36
3
Q2
Q3
Q4
32
87
15
4
24
21
86
21
15
36
3
24
6
4
77
14
4
10
0
33
9
36
3
31
24
9
4
100
42
100
40
28
9
2
100
f
10
3
14
3
67
32
18
36
3
Q5
%
28
76
13
9
21
96
32
20
36
3
26
9
6
39
18
9
5
100
38
100
32
in terms of promotion. In Question 1, out of three hundred sixty three (363) respondents,
one hundred fifteen (115) or thirty two percent (32%) are highly preferred; and fifteen
(15) or four percent (4%) are not preferred. In Question 2, eighty seven (87) or twenty
four percent (24%) are highly preferred; and fifteen (15) or four percent (4%) are not
preferred. In Question 3, seventy seven (77) or twenty one percent (21%) are highly
preferred; and nine (9) or two percent (2) are less preferred. In Question 4, one hundred
three (103) or twenty eight percent (28%) are preferred; and eighteen (18) or five percent
(5%) are less preferred. And in Question 5, seventy six (76) or twenty one (21%) are
highly preferred; and twenty (20) or six percent (6%) are not preferred.
Table 10
Factors that Affect the Consumers Preference in Buying Carbonated Drinks in
Terms of Price
I.
Price
a. I buy this drink because

it is affordable.
b. I buy this drink because
it suits my allowance.
c. I buy this drink because I
can buy a bulk of it with
lower price.
Weighted
Mean
Rank
Verbal
Interpretation
4.22
Preferred
3.99
Preferred
4.04
Preferred
33
d. I buy this drink because
of promos and discounts.
e. I buy this drink because it
is worth the price I pay for
it.
General Weighted Mean
4.03
Preferred
4.08
Preferred
4.07
Preferred
Table 1 shows that the consumer preference in buying carbonated drinks of the
respondents in terms of price is preferred with a general weighted mean of 4.07. The
statement I buy this drink because it is affordable ranked 1 st (WM= 4.22 and VI=
Preferred); I buy this drink because it is worth the price I pay for it ranked 2 nd (WM=
4.08 and VI= Preferred); I buy this drink because I can buy a bulk of it with lower price
ranked 3rd (WM= 4.04 and VI= Preferred); I buy this drink because of promos and
discounts ranked 4th (WM= 4.03 and VI= Preferred); I buy this drink because it suits
my allowance ranked last (WM= 3.99 and VI= Preferred).
Table 11
Terms of Taste
II.
Taste
a. I enjoy this drink because

of its sweet taste.
b. I enjoy this drink because
of its delicious taste.
c. I enjoy this drink because
of my favorite flavor.
d. I enjoy this drink because
Weighted
Mean
Rank
Verbal
Interpretation
4.32
Preferred
4.05
Preferred
4.11
Preferred
4.13
Preferred
34
it meets the taste I want.
e. I enjoy this drink because
it suits to my diet.
3.71
4.06
Preferred
Preferred
respondents in terms of taste is preferred with a general weighted mean of 4.06. the
statement I enjoy this drink because of its sweet taste ranked 1 st (WM= 4.32 and VI=
Preferred); I enjoy this drink because of my favorite flavor ranked 2 nd (WM= 4.11 and
VI= Preferred); I enjoy this drink because it meets the taste I want ranked 3 rd (WM=
4.13 and VI= Preferred); I enjoy this drink because of its delicious taste ranked 4 th
(WM= 4.05 and VI= Preferred); and I enjoy this drink because it suits to my diet
ranked last (WM= 3.71 and VI= Preferred).
Table 12
Terms of Color
III.
Color
a. I like this drink because

of its attractive color.
b. I like this drink because it
is colorless.
c. I like this drink because it
is my favorite color.
Weighted
Mean
Rank
Verbal
Interpretation
3.90
Preferred
3.47
Preferred
3.88
Preferred
35
d. I like this drink because
of its dark color.
e. I like this drink because
of its mild color.
3.80
Preferred
3.63
Preferred
3.74
Preferred
respondents in terms of color is preferred with a general weighted mean of
3.74.
The
statement I like this drink because of its attractive color ranked 1 st (WM= 3.90 and VI=
Preferred); I like this drink because it is my favorite color ranked 2 nd (WM= 3.88 and
VI= Preferred); I like this drink because of its dark color ranked 3 rd (WM= 3.80 and
VI= Preferred); I like this drink because of its mild color ranked 4 th (WM= 3.63 and
VI= Preferred); and I like this drink because it is colorless ranked last (WM= 3.47 and
VI= Preferred).
Table 13
Terms of Promotion
IV.
Promotion
a. I am encouraged to buy
this drink based on the artist
they used as their endorser.
b. I am encouraged to buy
this drink because of their
advertisement.
Weighted
Mean
Rank
Verbal
Interpretation
3.86
Preferred
3.77
Preferred
36
c. I am encouraged to buy
this drink because of its
popular advertisement.
d. I am encouraged to buy
this drink because it is my
favorite brand.
e. I am encouraged to buy
this drink based on what is
being advertised in
television and other forms
of media.
3.72
Preferred
3.94
Preferred
3.79
Preferred
3.81
Preferred
respondents in terms of promotion is preferred with a general weighted mean of 3.81. The
statement I am encouraged to buy this drink because it is my favorite brand ranked 1 st
(WM= 3.94 and VI= Preferred); I am encouraged to buy this drink based on the artist
they used as their endorser ranked 2nd (WM= 3.86 and VI= Preferred); I am encouraged
to buy this drink based on what is being advertised in television and other forms of
media ranked 3rd (WM= 3.79 and VI= Preferred); I am encouraged to buy this drink
because of their advertisement ranked 4th (WM= 3.77 and VI= Preferred); and I am
encouraged to buy this drink because of its popular advertisement ranked last (WM=
3.72 and VI= Preferred).
Table 14
Factors that Affect Consumers Preference in Buying Health Drinks in Terms of
Price
I.
Price
a. I buy this drink because it
Weighted
Mean
4.01
Rank
1
Verbal
Interpretation
Preferred
37
is affordable.
b. I buy this drink because it
suits my allowance.
c. I buy this drink because I
can buy a bulk of it with
lower price.
d. I buy this drink because
of promos and discounts.
e. I buy this drink because it
is worth the price I pay for
it.
3.95
Preferred
3.12
Slightly Preferred
3.98
Preferred
3.87
Preferred
3.78
Preferred
Table 5 shows that the consumer preference in buying health drinks of the
respondents in terms of price is preferred with a general weighted mean of 3.78. the
statement I buy this drink because it is affordable ranked 1 st (WM= 4.01 and VI=
Preferred); I buy this drink because of promos and discounts ranked 2 nd (WM= 3.98
and VI= Preferred); I buy this drink because it suits my allowance ranked 3 rd (WM=
3.95 and VI= Preferred); I buy this drink because it is worth the price I pay for it
ranked 4th (WM= 3.87 and VI= Preferred); and I buy this drink because I can buy a bulk
of it with lower price ranked last (WM= 3.12 and VI= Slightly Preferred).
Table 15
Taste
II.
Taste
a. I enjoy this drink because

of its sweet taste.
b. I enjoy this drink because
of its delicious taste.
c. I enjoy this drink because
of my favorite flavor.
Weighted
Mean
Rank
Verbal
Interpretation
4.16
Preferred
3.92
Preferred
4.10
Preferred
38
d. I enjoy this drink because
it meets the taste I want.
e. I enjoy this drink because
it suits to my diet.
3.94
Preferred
4.21
Preferred
4.07
Preferred
respondents in terms of taste is preferred with a general weighted mean of 4.07. The
statement I enjoy this drink because it suits to my diet ranked 1 st (WM= 4.21 and VI=
Preferred); I enjoy this drink because of its sweet taste ranked 2 nd (WM= 4.16 and VI=
Preferred); I enjoy this drink because of my favorite flavor ranked 3 rd (WM= 4.10 and
VI= Preferred); I enjoy this drink because it meets the taste I want ranked 4 th (WM=
3.94 and VI= Preferred); and I enjoy this drink because of its delicious taste ranked last
(WM= 3.92 and VI= Preferred).
Table 16
Color
III.
Color
a. I like this drink because

of its attractive color.
b. I like this drink because it
is colorless.
c. I like this drink because it
Weighted
Mean
Rank
Verbal
Interpretation
3.89
Preferred
3.67
Preferred
3.72
Preferred
39
is my favorite color.
d. I like this drink because
of its dark color.
e. I like this drink because
of its mild color.
3.63
Preferred
3.79
Preferred
3.74
Preferred
Table 7 shows that the consumer preference in buying health drinks of the respondents
in terms of color is preferred with a general weighted mean of 3.74. The statement I like
this drink because of its attractive color ranked 1 st (WM= 3.89 and VI= Preferred); I
like this drink because of its mild color ranked 2 nd (WM= 3.79 and VI= Preferred); I
like this drink because it is my favorite color ranked 3 rd (WM= 3.72 and VI= Preferred);
I like this drink because it is colorless ranked 4th (WM= 3.67 and VI= Preferred); and I
like this drink because of its dark color ranked last (WM= 3.63 and VI= Preferred).
Table 17
Promotion
IV.
Promotion
a. I am encouraged to buy
this drink based on the artist
they used as their endorser.
b. I am encouraged to buy
this drink because of their
Weighted
Mean
Rank
Verbal
Interpretation
3.77
Preferred
3.76
Preferred
40
advertisement.
c. I am encouraged to buy
this drink because of its
popular advertisement.
d. I am encouraged to buy
this drink because it is my
favorite brand.
e. I am encouraged to buy
this drink based on what is
being advertised in
television and other forms
of media.
3.68
Preferred
3.77
Preferred
3.60
Preferred
3.72
Preferred
respondents in terms of promotion is preferred with a general weighted mean of 3.72. the
statement I am encouraged to buy this drink based on the artist they used as their
endorser ranked first (WM= 3.77 and VI= Preferred); I am encouraged to buy this
drink because it is my favorite brand ranked 2 nd (WM= 3.77 and VI= Preferred); I am
encouraged to buy this drink because of their advertisement ranked 3 rd (WM= 3.76 and
VI= Preferred); I am encouraged to buy this drink because of its popular advertisement
ranked 4th (WM= 3.68 and VI= Preferred); and I am encouraged to buy this drink based
on what is being advertised in television and other forms of media ranked last (WM=
3.60 and VI= Preferred).
Table 18
CHI-SQUARE
df = 3; Tabular Value = 7.81
41
Drinks
Carbonated
Drinks
Price
(O-E)^2/E
0.00203517
6
Taste
(O-E)^2/E
0.00039024
4
Color
(O-E)^2/E
0.00065963
1
Promotion
(O-E)^2/E
0.00000000
0
0.00308505
0
Health
Drinks
0.00209302
3
0.0004
0.00000000
0
0.00249302
3
Total
Total
0.00557807
4
Table 19
DEGREE OF FREEDOM
Test
Is there any significant
relationship between the
different beverages?
Degree
of
Freedom
X2
Hypothesi
s
Interpretation
0.07
0.0056
Accepted
Accept the
Null
Hypothesis
The table shows the degree of freedom with the computed chi-square of 0.0056
with the tabular value of 7.81. This means that the computed chi-square is less than the
tabular value which makes the null hypothesis accepted.
Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
This chapter deals with the summary of the findings together with the conclusions and
recommendations derived from the findings of the study.
42
This study was conducted to identify the relationship between carbonated drinks
and health drinks to the consumer preference as perceived by the selected households of
Specifically, the study sought to answer the following questions:
1. Which of the two drinks the respondents preferred?
1
Carbonated Drinks
Health Drinks
2. What factors do respondents consider in buying their preferred drinks in terms of:
2.1
Price
2.2
Taste
2.3
Color
2.4
Promotion
3. Is there any significant relationship between the two different beverages?
This study made use of the descriptive method of research, the questionnaire as
the primary data gathering instrument. Respondents were from the selected households of
Findings
Based on the data gathered in this study, the following findings were drawn up:
1.
The study revealed that sixty seven percent (67%) of the respondents preferred to
buy carbonated drinks; and thirty three percent (33%) preferred to buy health
drinks.
43
2.
Factors that affect the consumers preferences in buying their preferred drinks in
terms of:
a) Price. It was found out that respondents highly preferred carbonated drinks than
health drinks in terms of price.
b) Taste. It was discovered that respondents highly preferred health drinks than
carbonated drinks in terms of taste.
c) Color. It was revealed that respondents highly preferred both the carbonated
drinks and health drinks in terms of color.
d) Promotion. It was found out that carbonated drinks are highly preferred by the
respondents than health drinks in terms of promotion.
To top it all, the first factor why respondents prefer to buy carbonated drinks was the
price (4.07), followed closely by taste (4.06), then promotion (3.81), and the last factor
they consider was the color (3.74).
The first factor why respondents prefer to buy health drinks was the taste (4.07), next was
the price (3.78), then the color (3.74), last factor they consider was promotion (3.72).
3. There is no significant relationship between the carbonated drinks and health drinks as
to the consumer preference of the respondents. This showed that the relationship between
carbonated drinks and health drinks did not affect their consumer preference.
Conclusions
Preferred Drinks of the Respondents
44
The study shows that out of three hundred sixty three (363) respondents, two
hundred forty three (243) or sixty seven percent (67%) preferred carbonated drinks; and
one hundred twenty (120) or thirty three percent (33%) preferred health drinks.
Meaning, in the said research conducted; there are more consumers who preferred
carbonated drinks in the survey than the health drinks.
Factors that Affect the Consumers Preferences in Buying Carbonated Drinks and Health
Drinks in Terms of Price
In Question 1, the sum of the weighted mean of both carbonated drinks and health
drinks is 8.23, having a weighted mean of 4.07 and interpreted as preferred. While in
Question 2, the sum of the weighted mean of both carbonated drinks and health drinks is
7.94, having a weighted mean of 3.99 and interpreted as preferred. In Question 3, the sum
of the weighted mean of both carbonated drinks and health drinks is 7.16, having a
weighted mean of 4.04 and interpreted as preferred. While in Question 4, the sum of the
weighted mean of both carbonated drinks and health drinks is 8.01, having a weighted
mean of 4.03 and interpreted as preferred. Lastly, in Question 5, the sum of the weighted
mean of both carbonated drinks and health drinks is 7.95, having a weighted mean of
4.08 and interpreted as preferred.
This aspect shows that almost all of the participants mostly preferred carbonated
drinks than health drinks in terms of price.
Drinks in Terms of Taste
45
In Question 1, the sum of the weighted mean of both carbonated drinks
and health drinks is 8.48, having a weighted mean of 4.32 and interpreted as preferred.
While in Question 2, the sum of the weighted mean of both carbonated drinks and health
drinks is 7.97, having a weighted mean of 4.05 and interpreted as preferred. In Question
3, the sum of the weighted mean of both carbonated drinks and health drinks is 8.21,
having a weighted mean of 4.11 and interpreted as preferred. While in Question 4, the
sum of the weighted mean of both carbonated drinks and health drinks is 8.07, having a
weighted mean of 4.13 and interpreted as preferred. Lastly, in Question 5, the sum of the
mean of 4.21 and interpreted as preferred.
This aspect shows that almost all of the participants mostly preferred health drinks
than carbonated drinks in terms of taste.
Drinks in Terms of Color
46
This aspect shows that almost all of the participants both preferred carbonated
drinks and health drinks in terms of color.
Drinks in Terms of Promotion
This aspect shows that almost all of the participants mostly preferred carbonated
drinks than health drinks in terms of promotion.
Recommendations
In view of the findings and conclusions thereof, the following are recommended:
47
Several recommendations can be made as a result for conducting this study. First, the
companies must concentrate on creating more awareness level for health drinks although
it is quite familiar to consumers but not quite as popular as carbonated drinks. Second,
companies should focus in improving and using appropriate marketing techniques in
terms of price, color and promotion thereby increasing the demand for health drinks. And
lastly, in companies aspect, this study is worthy to use to determine and to develop the
possible new marketing strategies and alternatives considering the factors of the two
drinks, namely the carbonated drinks and health drinks.

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RELATIONSHIP BETWEEN CARBONATED DRINKS AND HEALTH DRINKS

TO THE CONSUMER PREFERENCE BY THE SELECTED

An Undergraduate Thesis Proposal Presented to the Faculty of the

In Partial Fulfillment of the Requirements for the

Background of the Study

A Dynamic Theory of Consumers Preference by Herbert Scarf

Preferred drinks of the

Which of the two drinks the respondents preferred:

Is there any significant relationship between the two different beverages?

Significance of the Study

Beverage Companies and Distributors

think of new innovations in their products to increase customer satisfaction.

Scope and Limitations

in terms of price, taste, color, and

Mainly observable and measurable characteristics including

gender, income, education, social class, organizational productivity, task orientation,

commercialization of a new product.

Vast is of very great extent or quantity, immense.

Product - is anything a consumer acquires or might acquire to meet a

physical product attributes.

knowledge of where target customers shop for the product.

Population and Sample Size

Description of the Respondents

Data Gathering Procedure

a. I buy this drink because

a. I enjoy this drink because

a. I like this drink because

a. I buy this drink because it

a. I enjoy this drink because

a. I like this drink because

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