British Journal of Marketing Studies Vol.5, No.3, pp.32-50, April 2017 Published by European Centre for Research Training and Development UK (www.eajournals.org) THE BUYING PATTERN OF ENERGY DRINK AND ITS USE AMONG THE YOUNG GENERATION OF SAUDI ARABIA Dr. Mohammad Zulfeequar Alam* * Department of Marketing, College of Business Administration (CBA), University of Business & Technology (UBT), Dahban Campus, P.O. Box- 110200, Jeddah, 21361, Kingdom of Saudi Arabia. ABSTRACT: Energy drink intake has to turn into a favorite exercise around the world, in particular among the younger generation. In Saudi Arabia, there are significant limitations in energy drinks – in abstract, tastes, advertising, the attention of sponsorship, are not permitted," however, it is not limited to the use of social media. The core purpose of this study is to investigate the consumption patterns of energy drinks among young people in Saudi Arabia even after partial restrictions on the promotion of energy drinks. This method of the research was used an exploratory approach in nature with the data collection through survey method (Maxim, 1999) were gathered from the respondents. A self-administered structured questionnaire was developed using survey monkey online services. After getting the responses, the data were edited, tabulated and analyzed using descriptive statistics (Frequency distribution) through the excel sheet and the result was explained accordingly. The result reveals that there is a trend of widespread use of energy drinks among young people, especially students in the age group 23-27 (72.10%). It also indicates that there is a high level of social acceptance of energy drink consumption in the region. The respondents showed a tendency towards buying decisions of it, but between the choice of brands, a certain degree of loyalty was shown. There is a call of some awareness program to increase the knowledge among the youth about the consumption of energy drinks and their effects on health. KEYWORDS: Energy Drinks, Power Drink, Consumer Behavior, Buying Pattern, Youth, Saudi Arabia, INTRODUCTION Beverage industry and perhaps broader and deeper base in the world in particular among the younger generation. Energy drinks are energy-enhancing products, which aim to increase mental or physical energy and improve alertness. In 1962, a Japanese pharmaceutical company, Taisho, launched Lipovitan D, one of the first energy drinks that still dominate the Japanese market. Lipovitan D contains B, taurine and ginseng vitamins, which are common elements of traditional energy drinks for the consumer with sustainable energy and reduce mental and physical fatigue (Taisho Pharmaceutical Co., Ltd., 2009). It has been confirmed viable energy drinks are to be applied in the beverage market, as shown by the combined consumption of morning, afternoon 32 ISSN 2053-4043(Print), ISSN 2053-4051(Online) British Journal of Marketing Studies Vol.5, No.3, pp.32-50, April 2017 Published by European Centre for Research Training and Development UK (www.eajournals.org) and evening, not only for the consumer in general but also for those aged 18-34 in particular (Lal, 2007). Energy drinks are in the functional beverage category, which also covers sports and food drinks (Datamonitor 2008A). Games juices are designed to be consumed before or during exercise to prevent dehydration, providing carbohydrates and salts usually contain caffeine (Coombes and Hamilton 2000)). Energy drinks part covers a broad range of options, including ready-to-drink (RTD), clips, and in powder form. Globally, energy drinks account for 47.3% of the global market share of functional beverages, while in the United States they represent 62.6% (Datamonitor 2008a, 2008b). The remarkable growth of more than 240% in the US and abroad between 2004 and 2009 was particularly energy drinks((Mintel, 2009)). In 2008, sales of the functional beverage industry worldwide reached 26900 million at a CAGR of 8.6% 2004-2008. Energy consumption having made a significant announcement for these drinks is easy and straightforward to easily access grocery supermarkets and supermarkets, which are acceptable and can reach all age groups of the population (Babu et al., 2008). It deserves considering that energy drinks are sold in more than 140 countries, and the other half of the consumers of these drinks consist of children, adolescents and young people (Seifert et al., 2011). The rise in the expenditure of power drinks, promotion of these products and marketing across all channels of communication, including the Internet, may be intended to encourage adolescents to obtain benefits (Hendrick et al., 2006). It may also be increasingly popular because of sleep pattern. On the other hand, for students to take in the morning before going to school to increase vigilance and concentration (Yeomans et al., 2002; Kapner, 2004). In the marketing of these, energy drinks countries that provide instant energy, reduce fatigue and improve performance (Reissig et al., 2009). This data may encourage consumers to increase their consumption of energy drinks. About 51% of college students in the United States drink energy drinks more than once a month (Malinauskas et al. 2007) and the United Arab Emirates, and 92% of university students consume energy drinks (Jacob et al.). Sportspersons are initially the main consumers of energy drinks companies. However, because the energy drinks market has grown rapidly and expanded, athletes are no longer the main target. Today, manufacturers of energy drinks are aimed at adolescents and young people (18-34 years) (Heckman et al., 2010). For example, 34% of young people aged 18-24 in the United States are energy drinkers such as attendees (O'Brien et al., 2008; Gallimberti et al., 2013). While athletes are the main goals of the energy market demands have shown that adolescents and young people aged, 16 to 35 became the main target (Babu et al., 2008); Miller, 2008; Bunting et al. 2013). Notwithstanding, up to one in three young people aged among the regular consumption of energy drinks (Goldman 2013). With easy access to energy, drinks between children and adolescents grow and sources of concern, especially in the UK. "In Saudi Arabia, there are significant limitations in energy drinks – in abstract, tastes, advertising, the attention of sponsorship, are not permitted," however, it is not limited to the use of social media. According to the report of Euro Controller, despite restrictions, the Saudi Arabian market has continued to grow rapidly. "In the last five years, the energy drink market increased by 11% of the value of RCA", it is expected to grow this category is complex value terms of 9% of CAGR 33 ISSN 2053-4043(Print), ISSN 2053-4051(Online) British Journal of Marketing Studies Vol.5, No.3, pp.32-50, April 2017 Published by European Centre for Research Training and Development UK (www.eajournals.org) during 2015-2020. The growth of this will fall lowest due to the prohibition of distribution in the years in the area next five years. (www.foodnavigator.com) In addition to a partial prohibition of energy drink products in Saudi Arabia warns of "Significant Losses" In Industry because of new rules that have been prevented in selling energy drinks at sports clubs, government, health and educational institutes. This rule came after studying a partial prohibition from government side on the "negative effects of energy drinks" on health, a category that includes the main brands like Red Bull, Monster, Horse, and Bourne. Experts say that restrictions will have a significant impact on the lucrative Saudi Arabian market, which has one of the top ten ranks of energy drinks market in the World (Al Arabiya News). The consumer is the heart and king of any marketing effort in the modern marketing world. The consumer behavior is a process that allows the organization to understand how consumers choose, buy or sell goods, services, ideas or ideas that suit the needs and wishes to them (Kotler & Keller 2009). The organization should follow a detailed investigation into the fundamental processes of consumer behavior (perception, learning, attitudes, and motivation) to make appropriate marketing decisions. It also helps to understand the consumer behavior and the place to learn about effective techniques and strategies for sellers to achieve a significant competitive advantage in the market. In the modern and competitive world, people must make mental and physical rigor to survive successfully. According to (Flynn, 1995), age is a vital demographic factor that affects decision-making on the process of purchasing, and it is easy to measure and use many social science theories. People of different ages have different needs, desires, and purchase of various goods and services throughout their lives (Flynn, 1995). Engel et al., 2008 indicated that consumer-purchasing behavior is directly related to the consumption of products and services resulting from the decision-making process before and after it. According to East et al. 2008; it is imperative to know the buying behavior of the consumer, and it has been the most common purchasing element of rational decision-making. Therefore, the main objective of this study is to investigate the patterns of consumption of energy drinks among young people and the use pattern, preferences and reasons for use after partial restrictions on the promotion of energy drinks in Saudi Arabia. LITERATURE REVIEW Energy drinks (ED) carbonated beverages, which usually contain large amounts/concentrations of caffeine (Babu et al., 2008; Reissig et al., 2009; Roussos et al., 2009). Several studies have agreed that the effects of these drinks provide greater stamina, maintain vigilance and mood, improve reaction time, concentration, memory, cognitive performance and drive drowsiness reduction during long periods of conduction. These effects may be related, firstly, to the presence of caffeine or synergies with other ingredients such as taurine and glucuronolactone (Heckman et al., 2010; Ballisteri et al., 2010; Van et al., 2008; Alford et al., 2011 and Mets et al., 2011).