A study of consumers’ understanding, attitudes, and behavior towards sugar content in soft drinks

This research had as its objective to study consumers’ attitudes toward sugar and soft drinks, understanding of consumers related to recommended sugar consumption and influential-situation factors affecting consumers’ soft-drink-consuming behaviour. The independent factors of this research were demographic and psychographic data of 225 soft-drink consumers, age 25 to 45 years old who consumed a soft drink at least once a month. The data analysis in the study analysed the demographic and psychographic factors in light of the objectives. Then, all three objectives were analysed to check for relationships with the soft-drink-consumption rate. According to the study, results showed that health consciousness of consumers was a factor that related to soft-drink consumption. Moreover, situations in which the consumer needed sugar or a soft drink as a solution led to more soft-drink consumption.