Brand Preference of Gym Enthusiasts on Energy Drink Products
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
Brand preference is one of the most important factors to consider in having a product competition in the market. Most of the company tries to use their brand image, brand name, and brand uniqueness as their competitive advantage, to make their product be on top of the list of other existing brand. Other companies also tries to use advertising that may be of higher cost but may recommend that it will catch the attention of the viewer and be the consumer of such product, especially with exaggerated advertisement. Advertising gives a variety of information about a certain product, and can be the basis on how consumers choose their preference of the brand that they will purchase. This study may try to find out how consumers choose their brand, especially in many preferences. Will the advertisement of a product affect their buying behaviour, will the consumer reject or be discouraged to buy the product or may be encouraged to buy in a way of overstated advertising of a certain product. It is important to study the brand preference of gym enthusiasts on energy drink product, in this research we will focus on how gym enthusiasts choose the brand of energy drink they will purchase. Brand preference is a degree by which the consumers prefer one brand over the other. It also provides some information needed by the buyer, like how consumers choose the kind of product. It is important to study how brand preference may affect the consumer’s buying behaviour in choosing and using their product and in accepting the variety of brand other may offer to the consumers. This research may also be helpful to the consumers for them to be aware of how consumers choose products among other products and what is their main factor in choosing such brand. The reason why we chose the topic, “Brand Preference of Gym Enthusiasts on Energy Drink Product.” is to know why consumers choose the product they will buy even though there are
THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
Brand preference is one of the most important factors to consider in having a product competition in the market. Most of the company tries to use their brand image, brand name, and brand uniqueness as their competitive advantage, to make their product be on top of the list of other existing brand. Other companies also tries to use advertising that may be of higher cost but may recommend that it will catch the attention of the viewer and be the consumer of such product, especially with exaggerated advertisement. Advertising gives a variety of information about a certain product, and can be the basis on how consumers choose their preference of the brand that they will purchase. This study may try to find out how consumers choose their brand, especially in many preferences. Will the advertisement of a product affect their buying behaviour, will the consumer reject or be discouraged to buy the product or may be encouraged to buy in a way of overstated advertising of a certain product. It is important to study the brand preference of gym enthusiasts on energy drink product, in this research we will focus on how gym enthusiasts choose the brand of energy drink they will purchase. Brand preference is a degree by which the consumers prefer one brand over the other. It also provides some information needed by the buyer, like how consumers choose the kind of product. It is important to study how brand preference may affect the consumer’s buying behaviour in choosing and using their product and in accepting the variety of brand other may offer to the consumers. This research may also be helpful to the consumers for them to be aware of how consumers choose products among other products and what is their main factor in choosing such brand. The reason why we chose the topic, “Brand Preference of Gym Enthusiasts on Energy Drink Product.” is to know why consumers choose the product they will buy even though there are