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Research Propsal: Awareness of Energy Drinks

This research proposal aims to analyze awareness of energy drinks among consumers in Karachi. The researcher will conduct interviews with shopkeepers and distribute questionnaires to assess perceptions of energy drink benefits and health risks. The literature review discusses marketing of energy drinks to young adults and debates around whether they provide energy boosts or pose health issues like nausea and abnormal heart rhythms. The methods section outlines a descriptive study using stratified sampling of students, health professionals, and shopkeepers to understand consumer behaviors and attitudes.

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665 views

Research Propsal: Awareness of Energy Drinks

This research proposal aims to analyze awareness of energy drinks among consumers in Karachi. The researcher will conduct interviews with shopkeepers and distribute questionnaires to assess perceptions of energy drink benefits and health risks. The literature review discusses marketing of energy drinks to young adults and debates around whether they provide energy boosts or pose health issues like nausea and abnormal heart rhythms. The methods section outlines a descriptive study using stratified sampling of students, health professionals, and shopkeepers to understand consumer behaviors and attitudes.

Uploaded by

henatabassum
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 9

RESEARCH PROPSAL

Awareness of Energy Drinks

SUBMITTED BY

Asma Haleem
10533

SUBMITTED TO

Ms. Kausar Saeed


RESEARCH PROPOSAL

Table of Contents

EXECUTIVE SUMMARY...........................................................Error! Bookmark not defined.


INTRODUCTION...........................................................................................................................4
Statement of the problem.............................................................................................................4
Importance of Research...............................................................................................................5
LITERATURE REVIEW................................................................................................................6
METHODS......................................................................................................................................7
RESULTS........................................................................................................................................8
BIBLIOGRAPHY............................................................................................................................9

ABSTRACT

2
RESEARCH PROPOSAL

Energy drinks are soft drinks advertised as providing energy to improve physical activity of the
drinker. These are energy boosting drinks.

This research thoroughly analyzes the usage of Energy drinks among consumers, and the effect
on their health. The report includes the different types of Energy Drinks and the users of these
drinks. The main theme of this research is to analyze the usage of Energy drinks among
consumers, and the effect on their health.

The information for this report will be obtained through descriptive and exploratory research,
interviews will be taken of various shopkeepers in order to check the consumer response towards
Energy Drink and questionnaires will be filled by people located at different places of Karachi.

INTRODUCTION

3
RESEARCH PROPOSAL

In recent years, there has been a growing demand for alternatives to soft drinks containing sugar.
"Regular" soft drinks today contain high fructose corn syrup, and have been blamed in recent
years for contributing to obesity. Sugars, like carbohydrates, stimulate the production of the
hormone insulin, which causes the body to store fat rather than burn it. Energy drinks are soft
drinks advertised as boosting energy.  The central ingredient in most energy drinks is caffeine,
the same stimulant found in coffee or tea, often in the form of Guarana or mate. These artificial
energy boosters are also controversial, as many of them are subject to claims that they may cause
nervousness, irritability, sleeplessness, increased urination, abnormal heart rhythms and stomach
upset.

This research report measures the level of awareness of Energy Drinks available in the market
among the consumers and highlights its pros and cons.

Statement of the problem

The topic of this report is “Awareness of Energy Soft Drinks among Consumers in Karachi”. This
report covers

 Are people really using Energy drinks?


 Who are the users of these Energy drinks and what are the reasons for which they are using these
drinks?
 What are the perceived benefits they find in having an Energy soft drink and how it has helped
them in their lives?
 What are the views of people and doctors about Energy Drinks and are they harmful for health or
not.

Importance of Research

The research analyzes the usage of Energy Drink among people of Karachi. It assesses the attitudes of the
people. The result of this research can benefit people who are not using it, as it gives a clear picture and

4
RESEARCH PROPOSAL

better information about the harmful and useful effects of these drinks . This research may be beneficial
to the beverage industry, as it will help them to get an insight into people’s attitudes and
awareness level towards Energy drink.

LITERATURE REVIEW

5
RESEARCH PROPOSAL

Energy drinks are carbonated drinks that contain large amounts of caffeine and sugar with
additional ingredients, such as B vitamins, amino acids (e.g. taurine), and herbal stimulants such
as guarana. 

Energy drinks are marketed primarily to people between the ages of 18 and 30 as a stimulant,
which is why energy drinks have names that convey strength, power, and speed, and sexuality.
The energy drinks has high percentage of caffeine and the amount of caffeine in an energy drink
isn't always indicated on the label, so it is difficult to gauge how much one is consuming. Energy
drinks are marketed as all natural energy boosters loaded with exotic ingredients that popular
culture believes healthy.

Data suggests that these energy drinks are marketed to youngsters pushing them as performance
enhancers without warning them of side effects like nausea, vomiting, high blood pressures,
tremors, dizziness and numbness.

On the contrary, another data analyzes that energy drinks really boosts your energy level, and
there is a significant gains in both endurance and mental sharpness, and relieves the stress after
training sessions

However, the long term effects of energy drink ingreadients, are still not known, and whether
they are harmful or not is yet to be researched and infact, its different from person to person and
depends on the level of consumption.

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RESEARCH PROPOSAL

METHODS

 The research is a descriptive and exploratory study as it explores the attitude and
awareness level of people towards the Energy drink.
 The data collected will be from secondary sources and through a survey. Questionnaires
and interviews will be used to gather information.
 The respondents of this study will be students, health conscious people, doctors and shop
keepers of Karachi.
 Shopkeepers will be interviewed to investigate the consumer behavior about the Energy
drinks, whether the trend of Energy drinks is decreasing or increasing.
 Stratified Sampling method will be used.

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RESEARCH PROPOSAL

RESULTS

Statistical tools will then be used to analyze the data obtained these tools can be graphs, tables,
pie charts, and illustrations.

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RESEARCH PROPOSAL

BIBLIOGRAPHY

1. David Gutierrez (2009), Energy Drinks Causing Caffeine Intoxication,


http://www.naturalnews.com/025529_caffeine_energy_drinks_alcohol.html
2. Micheal Mason (2006), The Energy-Drink Buzz is Unmistakable. The health Impact Is
Unknown, http://www.nytimes.com/2006/12/12/health/12cons.html?_r=1
3. Kathleen Doheny (2008), Energy Drinks: Hazardous to Your Health?,
http://www.webmd.com/food-recipes/news/20080924/energy-drinks-hazardous-to-your-
health
4. Acer News Release (2004), Energy drinks donot help maintain alchohol buzz,
http://alcoholism.about.com/od/college/a/blacer0409017.htm

5. BrainX (2004), Energy Drinks: Ingredients and Dangers,


http://brianx.com/nightlife/energy-drinks.html

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