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An investigation into key influences on soft drinks consumption across different age groups in relation to the Irish soft drinks market

Forde, Kieran (2014) An investigation into key influences on soft drinks consumption across different age groups in relation to the Irish soft drinks market. Masters thesis, Dublin, National College of Ireland.

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This research report investigates how and why the Irish soft drinks market has been in decline during the past seven years, by examining the differences in consumption habits across different age groups – with a main focus on consumers aged over fifty five. It takes into account the effects of the domestic recession and also the fact that Ireland has an ageing population. The complexities involved in identifying and addressing key motivating factors of personal soft drinks consumption are considered through the lens of brand loyalty, brand repertoire and the underlying influence of personal health on soft drink purchasing decisions.

Quantitative data was gathered through a structured survey using online questionnaires. The sample was made up of Irish people, aged 18 to 74 years old, with 210 respondents completing the survey in full.

The report demonstrates that there are differences in consumption patterns by age, which remain an important variable in overall consumption trends. In the light of the evidence gathered, results support existing studies which show out of home consumption of soft drinks declines with age, however older consumers still represent an important group of consumers for in-home consumption. This concurrent approach to investigating consumption location was an advancement of reviewed research data and literature.

The study also supports existing theory which suggests older consumers are as likely as younger consumers to be promiscuous in their brand choices and that they have a repertoire of brands as wide as the younger cohort. An important finding is that health concerns around soft drinks are a prevalent worry across all age groups. As these are shown to be having a negative impact on stated consumption habits, strategies for addressing this issue are suggested. The report concludes that there is scope for soft drinks brands to create an upturn in current market trends by strategically targeting older consumers and suggests ways in which this may be done.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Claire Wallnutt
Date Deposited: 15 Nov 2014 15:39
Last Modified: 15 Nov 2014 15:39

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