The paper "Impact of Culture on Consumers’ Behaviour " is a good example of business coursework. Culture is said to have a huge impact on the decision made by consumers concerning different product categories (Naele 2015, p. 1). The general values, beliefs and customs of a person will influence their decision on the quality of a product and its country of origin (Roach 2013, p. 1). This essay will discuss the impact of culture on consumers’ behaviour in the energy drinks industry. The essay will also be comparing and contrasting cultural differences and how they impact consumer behaviour between two different countries.
The countries for comparison are the UK and China. The essay will evaluate various cultural factors such as; beliefs, values and customs and how they impact on consumer preferences and behaviour in regard to energy drinks. The beliefs of consumers do impact on their choice of products. In the UK, many of the consumers consume energy drinks because of the belief that it contains caffeine that can energise the body (European Commission 2003, p. 1). Caffeine is highly recommended for fluid-electrolyte balance, exercise heat tolerance and the regulation of temperature (Armstrong, Casa, Maresh & Ganio 2007, p. 135).
A study carried out by Canadean revealed that consumers who take drinks after an exercise believe that one energy drink is enough to replenish their energy. This is a major reason as to why the consumption of energy drinks in the UK is now at its highest (Perreau 2014, p. 1). Currently, the maximum record of energy drink consumption was in the year 2013 when 500 million litres of energy drink was consumed in the UK. On the other hand, consumers will not purchase or consume energy drinks if they believe that it is bad for their health (Buchanan 2012, p. 21).
Consumption of energy drinks by consumers in the UK is driven by the belief that they are fine in moderation and for boosting energy (Mintel Group Limited 2012, p. 4). In the Canadean report, 6 out of 10 consumers said that the reason for not consuming energy drinks was because they believed these drinks were bad. Additionally, some customers do not trust the ingredients that are used in the manufacture of energy drinks (Robinson 2014, p. 1).
Users in the UK will also not allow their children to have energy drinks since they believe that these drinks are harmful to children. In China, a high proportion of consumers usually use energy drinks since they believe that they contain ingredients that are essential for the nervous system. For example, consumers think that as energy drinks have caffeine they serve to cool the nervous system (Heckman, herry, & Mejia (2010, 307). Table 1 presents the caffeine concentration in various energy drinks.
Additionally, consumers in China believe that the Ginseng herb that is contained in these drinks is healthy and a remedy for different diseases (Cheng, Shen, & Zhang 2005, p. 143). According to Lee, Johnke, Allison, Obrien, & Dobbs (2005, p. 237), consumers in China usually consume energy drinks in high volumes since they believe that such drinks promote longevity. Additionally, they believe that the vegetable protein found in some of the energy drinks have the capacity to prevent obesity (Feliciano 2014, p. 1).
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Naele, M, 2015, Factors Influencing Buyer Behaviour, Learn Marketing, Available at: http://www.learnmarketing.net/Factors%20influencing%20consumer%20buying%20behaviour.html
Robinson, N, 2014, Negative Press Could Dent Energy Drink Sales, Food Ingredients, Health & Nutrition, Available at: http://www.foodmanufacture.co.uk/Supplements/Food-Ingredients-Health-Nutrition/Energy-drink-sales-on-the-rise
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