ABSRJ 2020 Volume 11, Number 2

Consumer perception of the taste quality of a drink and its effectiveness according to the brand and type of glass in which it is served: the case of an energy drink

Andrej Pompe
GEA College, Slovenia

Manca Rizvič
GEA College, Slovenia


The brand has an impact on the consumer, on his perception of product quality and the expected user experience. In the present study, we investigated the impact of the brand on consumer’s perception of taste and energy efficiency of tested energy drinks and wanted to confirm the impact of irrational (emotional) perception of taste quality of tested energy drinks and their energy efficiency. The testes were users of energy drinks and were familiar with the energy drinks they tested. Their decisions relied solely on their own experience and knowledge. We investigated the impact of properties that are not related to product components and confirmed the assumption that these properties play an important role in developing a competitive advantage. A study of S-Budget, Monster and Red Bull energy drinks showed the influential power of the brand in all cases. It also demonstrated how the perception of the taste quality and energy efficiency of the tested beverages is affected by the shape of the glass in which a particular brand is tested.

Keywords: brand; perception; taste quality; energy efficiency; energy drink

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