Attitude towards soft drinks and its consumption pattern: a study of Gen Y consumers of India

Abstract

Purpose

The purpose of this paper is to examine the consumption patterns and attitudes towards soft drinks among Indian youth.

Design/methodology/approach

A questionnaire was used to investigate consumption patterns, attitudes, and socio-demographic profiles of college-attending respondents between the ages of 18 and 30. Cluster analysis and factor analysis were undertaken to obtain a better understanding of the attitudes among young consumers towards soft drinks. A logistic regression model was used as a predictor to distinguish between frequent and non-frequent soft drink consumers.

Findings

Indian youths preferred diet drinks and fruit juices more than regular soft drinks. Soft drinks were mostly consumed as distinct drinks (not as substitutes) and on specific occasions. Easy availability of soft drinks at the locations closure to consumers was a critical factor in determining consumers’ purchase and consumption level. Attitude towards the utility and nutritional dimensions of soft drinks had a positive and significant influence on the frequency of consumption.

Practical implications

To remain competitive, soft drinks’ companies need to focus more on healthy products and those that are refreshing and relaxing.

Social implications

Regulating the availability of soft drinks in and around educational institutions will affect consumption of soft drinks and reduce diseases.

Originality/value

Only a few studies investigating consumption patterns and attitudes among Indian youth towards soft drinks. This study attempts to fill the gap.

Citation

Kumar, N. and Ray, S. (2018), "Attitude towards soft drinks and its consumption pattern: a study of Gen Y consumers of India", British Food Journal, Vol. 120 No. 2, pp. 355-366. https://doi.org/10.1108/BFJ-05-2017-0320