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INTRODUCTION AND BACK GROUND

The report helps us analyze whether the consumer has a high level of awareness regarding side effects of energy drinks Energy drink promises to energize the spirit, body and mind to release the latent energy within youngsters. Due to the fast growing environment the trends are changing continuously and Consumer is trying to follow the western culture rapidly. Lately, consumption of energy drink has become a fashion statement. Since the lifestyle in urban areas have changed drastically within the past few years, with the passage of time usage of energy drinks is increasing in Pakistan. Male and female both are using energy drinks now. Energy drinks got their own side effects as well. These circumstances motivated team members to study the awareness about and the side effects of energy drinks among the university students and professionals. Team members conducted this research in order to come to know about the awareness of energy drinks among the consumers and also to check their awareness level. Energy drinks are soft drinks advertised as being specifically designed to provide energy. The amount of quantitative 'energy' (as measured in Calories) found in these drinks is often lower than that found in regular soft drinks and currently there is no scientific basis for concluding that the non-caffeine elements in these drinks contribute to either short-term mental alertness or physical performance. The drinks include a variety of ingredients in different combinations: plantbased stimulants like gaurana, herbs like ginkgo and ginseng, sugar, amino acids including taurine as well as vitamins. But the main active ingredient is caffeine .Loaded with sugar and short on protein they give the body a quick lift without providing any real nourishment. The lift soon gives way to a letdown and you feel hungrier than before. This can be the beginning of the vicious cycle. In real terms energy drinks do not provide lasting energy. They artificially and temporarily cover the human weaknesses and boost cognitive and physical performance temporarily. Humans are not naturally lethargic or sluggish. Sluggishness is brought about due to lack of sleep, a poor diet, stress etc. Thus, when humans rely on energy drinks to boost performance they are actually neglecting the root causes and covering up the problems temporarily. This in turn can be the beginning of a vicious cycle whereby temporal fitness is achieved at the expense of real sustainable health and fitness. These beverages also contain herbs that may have been grown with pesticides. Moreover, they add

the industry caters to a younger market. giant companies like the soft-drink industry. improved memory. gastrointestinal.an Austrian entrepreneur who developed Red Bull based on the Thai drink Krating Daeng. It is a small segment of society and seemingly very tight market.In 1995. In sum. the risks of high blood pressure. such as extreme sports enthusiasts. As a whole. anxiety. particularly among young women and among those with chronic episodic headaches and of recent onset. itself based on Lipovitan. which has to work harder in order to expel them. In fact. with a market share of approximately 47%. Excessive use of energy drinks before physical activity is more likely to have a negative impact on the performance and the health of the participant. all catering to a very select consumer base. PepsiCo launched Josta. Red Bull was introduced to the US in 1997 and is the dominant brand there. the first energy drink introduced by a major US beverage company. Central nervous system. and renal dysfunction have been associated with chronic caffeine ingestion. The primary target for the majority of energy drink companies is male teenagers and young Consumer. and some energy drink brands aim their products at a health-conscious crowd. but instead characterized by stiff competition between an increasing number of smaller companies. the caffeine in energy drinks will provide the consumer the desirable effects of increased alertness. caffeine can have harmful physical consequences. Additionally. many of the names of the beverages clearly relate to one of . Moreover high intake of caffeine has been linked to the damaging of blood vessels and a loss of aortic elasticity. cardiovascular. video game players. The energy drink industry is not dominated by large. expanding. However. shaking. elevated heart rate and increased urine discharge (which in turn increases the risk of dehydration) are associated with high intakes of such energy drinks. and enhanced mood.toxins to your body. mostly in the 20s age bracket. Caffeine boosts the levels of free fatty acids and an increase in the blood level of the hormone. but these potential consumer share so far been exceptionally receptive to energy drink products. and using innovative marketing techniques. energy drinks were pioneered by Dietrich Mateschitz . High caffeine consumption is associated with chronic daily headaches. In Europe. Industry Overview The energy drink industry is a smart industry that is continually developing.Many energy drink companies are directing their products at very specific groups of consumers. or the hip-hop crowd.

A good number of the companies sponsor extreme events and publicity stunts to promote awareness of their product to the desired consumer group. amino acids such as taurine. such as extreme sporting contests or video game championships. Amp. including caffeine. advertising for most of these energy drinks is done with television ads. It is predicted that by 2010 the energy drink industry will reach 10 billion dollars. if any. Since 2002. Energy drinks. Rock Star. the number of energy drink brands has been . They increased the number of servings per container and made concentrated energy shots . Major Players Because of the growing craze over energy drinks.In 2007 the energy drink industry introduced powders and effervescent tablets to beaded to water.these areas . and ginkgo biloba. and sugar derivatives. herbal extracts such as gaurana. B vitamins.More than 500 new energy drinks were launched worldwide in 2006 and beverage companies are reaping the financial rewards of the 5. including glucuronalactone and ribose .Little. which made them even more portable and convenient . amino acid derivatives such as carnitine. health risks involved with using these high-powered liquids is changing the history of energy drinks. In addition to sponsoring public events. ginseng. They are safe and have healthy ingredients that promote well-being. including Red Bull.7 billion dollar energy drink industry. other energy drink companies rely on celebrity endorsements to promote their beverages. These drinks do not contain the stimulants associated with dangerous energy drinks. There have been many creative efforts in packaging to get Consumer to buy energy drinks and take advantage of this growing market. Monster. Rip It. are designed to give the consumer a "jolt" of energy provided by the combination of stimulants and "energy boosters" that they provide. The use of natural energy drinks is starting to be a more amore popular solution. and Cocaine. the energy drink industry has focused its market on the young generations a way to stay up to get your studies completed or to work late hours. Full Throttle.Recently.

and as a result. The majority of the sales are coming from urban areas where Consumer has greater purchasing power and awareness of such drinks. leaving little time for rest. Sales of energy drinks are limited in rural areas although they are growing. Sheezan introduced its new brand of energy drink ³Speed´. many firms has decided to enter this . and most have few recognizable negative side effects. The primary difference that distinguishes many energy drinks is the ingredient list. All of this activity causes stress and fatigue. the daily schedules can become quite overwhelming. In Pakistan with the increasing trends of using energy drinks number of brands available are increasing. All energy drinks must contain something that results in an increase of energy. and OZO. To distribute their product in Pakistan they have granted the rights to Ghani Group of Industries.Recently. many of the other options have been hidden in RedBull’s shadow. As Consumer fill their lives to capacity and then add even more responsibilities. The demand for energy drinks could be a direct result of Consumer’s lives becoming busier. from there importers import in bulk and then distribute in their target areas. This is the only brand that distributors import it directly from the manufacturer and they make its packaging accordingly then. Energy drink market being a very attractive market for business. PepsiCo introduced its brand of energy drink ³Sting´ in Pakistan. Energy drinks are one of the more popular ³stimulants´ because they are quick and easy. Main market to import energy drinks is UAE. There are distributors who import these ready to drink around the world. but most do not buy energy drinks as they are too expensive . there is no manufacturer here. Word of mouth has been a big part of RedBull’s advertising. but there are various ways to achieve this effect. adding higher concentrations of some and lower concentrations of others. As a result. there are obviously some differences. Around 66% of the Pakistani population resides in rural areas. With the advent of bombarding various brand of energy drink in the market like bomba. The number of energy drink brands is actually much greater than Consumer realize. relaxation. Consumer often turns to stimulants to keep them going throughout the day and give them the energy they need to complete everything they need to do. probably because it was one of the first energy drinks developed. RedBull has been the dominant brand for many years. but there is no time to stop for a moment and recharge the batteries. or sleep. Generally. Although there are many similarities between all the different energy drink brands. All of the energy drink brands experiment with their own unique mixture of ingredients. booster.increasing steadily as everyone wants to take advantage of the expanding market. OZO Switzerland is a beverage company with the most extensive distribution system in the world.

In general. 2008) Caffeine also causes insomnia. as healthy adults can usually handle a momentary spike in blood pressure. One concern about the drinks is that because they are served cold. they may be consumed in larger amounts and more quickly than hot coffee drinks. Some students use caffeine to avoid sleepiness. The addition of caffeine can make alcohol users feel less drunk. A moderate amount of caffeine. isn’t dangerous for healthy adults. Consumers do abstain from its consumption. Energy drinks can also make you feel tired and lazy . Another worry is the increasing popularity of mixing energy drinks with alcohol. or if normally healthy Consumer drink too much. The major issue here is the awareness of what is being marketed. which is the primary source of caffeine. But when you start creeping up to about 500-600 mg of caffeine. about 2-3 cups of coffee a day. but motor coordination and visual reaction time are just as impaired as when they drink alcohol by itself. 2008) The American Beverage Association says its members don’t market energy drinks to teenagers. headaches. and abnormal heart rhythms. irritability. The price is also a highlighting factor in the Pakistani market. gastrointestinal problems. There are some energy drinks which have more caffeine than coffee. until there is an external influence or peer pressure among teenagers. Consumers who can actually afford these expensive beverages are the intended buyers of the products. The intended audience is adults. according to an April 2006 study in the medical journal Alcoholism: Clinical and Experimental Research. there could be dangers. Literature review A study by the American Heart Association found that healthy participants who drank two energy drinks daily experienced blood pressure and heart rate increases. But.(Reissig. or between 4-7 cups. for Consumer with cardiac issues. so that they can keep studying throughout the night. the public opinion on the consumption of such beverages is not positive. so if you have trouble sleeping.industry. whether the purpose of such a product is explained in detail or will it be only composed to a fashion statement. you run the risk of side effects such as anxiety. (Parker. the problem could be caffeinated drinks. sleeplessness. so don't believe the hype created by energy drink manufacturers. That alone isn’t necessarily alarming. There may be reservations about the quality of such products and what kind of impact will it be making on the behavior of the youth. which are sipped. Energy drinks won't help you concentrate while studying.

2005) Taurine is probably fine in small doses. but chug too many energy drinks and the picture become had less clear. either. The primary components are caffeine and sugar (in the form of glucose. According to a recent case report from St. users consumed one energy drink with a reported . Of course. However. Another energy drink side effect is that it is diuretic. This is an important issue that must be addressed promptly Though the names are different but almost all of the energy drinks have similar ingredients. Although for the majority of situations assessed. Other popular ingredients are herbal supplements. (Malik. vitamins. Some fitness freaks consume energy drinks before exercising. Arizona. (Loeb. They won't help you lift more weights or improve your stamina. means that you should not consume energy drinks while exercising. there's no strong evidence to support its role as an energy booster.in addition to the fact that you lose water because you sweat during a workout. so it's impossible to conclude whether it's safe to consume in high doses. a person urinates more. amino acids (such as taurine) and gaurana (a South American berry which has a stimulant effect similar to that of caffeine). This . but today there are a large variety of energy drink brands in the country.and it becomes difficult to concentrate after consuming energy drinks. nausea and vomiting. which can cause dizziness. so don't consider them as sport drinks. Though they were introduced late in Pakistan. the researchers don't know whether to blame the taurine or the caffeine. The sale of these drinks has been gaining momentum and more and more Consumer want to try them out (that’s what is called The Bandwagon Effect in business studies). sucrose and glucuronalactone). three Consumers seizures after drinking approximately two24-ounce energy drinks in a short period of time. that is. 2009) Using energy drinks is a popular practice among college students for a variety of situations. 2009) Amidst their growing popularity there is a considerable amount of doubt concerning their side effects on heath. a number of these ignorant Consumers are not taking an important fact into consideration and that is the side effect of these drinks. Joseph's Hospital in Phoenix. or what role preexisting health conditions may have played. which causes the kidneys to get rid of extra water. However. (Deshpande. The fact is that there's been little research on taurine consumption in humans.

Further. Caffeine in energy drinks can excrete water from the body which can lead to dehydration. abnormal heart rhythms and emergency room visits. 2005) Sports drinks provide electrolytes and a high concentration of carbohydrates which are beneficial for the athlete’s body and performance. (Parker. . 18. agitation. many users consumed three or more when combining with alcohol while partying. Monster. and have a higher likelihood of an energy ³crash-and-burn´ effect. Lyondell Contain. and a significant dose effect was found with jolt and crash episodes. An inquest into his death ruled that he died from Sudden Adult Death Syndrome. performance is decreased by up to 10%. a dietician. 2009] One can of Red Bull contains 80mg of caffeine . About a third of 12. died after he shared four cans of Red Bull and played in a basketball match. The trend has been the source of growing concern among health researchers and school officials. & Jaberi. Three years ago. If the body is dehydrated by 1%. Full Throttle and Amp.equivalent to one cup of coffee.Hardwick. said: 'The problem with caffeine is that the effects can vary. the amounts of caffeine that they are consuming in various situations. High levels of caffeine can be dangerous for Consumer with high blood pressure or anxiety disorders. so it is difficult to say what a safe level is. Ross Cooney.frequency of 1 ± 4 days per month. (Winston. side effects from consuming energy drinks are fairly common. Around the country. The potential harmful effects of caffeine have long been recognized. from Ireland. Not much is known about taurine and glucuronalactone. (Malinauskas. with names like Red Bull. Energy drinks do not provide electrolytes. Excessive ingestion leads to a state of intoxication known as caffeinism. & Overton. and the physical side effects associated with caffeine consumption. Future research should identify if college students recognize the amounts of caffeine that are present in the wide variety of caffeinecontaining products that they are consuming. excitement. 2007) Super-caffeinated energy drinks. the drinks have been linked with reports of nausea. which account for more than $3 billion in annual sales in the United States. rambling thought and speech. These symptoms clearly overlap with those of many psychiatric disorders. Aeby. 2008) The primary effect of caffeine is to relieve fatigue and enhance mental performance.to 24-year-oldssay they regularly down energy drinks. which is characterized by restlessness. and insomnia. have surged in popularity in the past decade.[Sports diet Dilemmas.

soft drinks . 2004) Drug Education in UK. One big mistake that most Consumer make is that energy drinks will have the same effect on them. you may become addicted to caffeine and ultimately suffer from the effects of the addiction. 2004) Energy drinks all try to stimulate something in your body that leads to your awakening and feeling as though you have more energy. and other organ problems. Energy drinks must be taken properly because if not it can affect your body. contain about the same amount of caffeine as a cup of coffee and are not aimed at children. many wonder about their addictive properties. So if you drink enough cans. and are not required to display warning labels advising proper use. skin problems. Energy drinks are designed to increase mental awareness and physical performance. kidney failures. Since consumption of energy drinks is so prevalent among youth and frequently associated with raves and the nightclub scene. Never use energy drinks during a physical activity. There are many long term effects of drinking energy drinks. The makers of energy drinks have say that their products can boost concentration. warned that the drinks could make pupils disruptive and hyperactive. The caffeine in your energy drink will leave a dehydrated feeling. (BrianX. Consumers may be completely unaware of the amount of caffeine they are ingesting. If you were to drink energy drinks the psychological effects that you might experience would include.and tea.' (Nordqvist. Being addicted to anything is very dangerous. The consumption of energy drinks may increase the risk for caffeine overdose in caffeine abstainers as well as habitual consumers of caffeine from coffee. regardless of the choice of drink. increased alertness. The potential for acute caffeine toxicity due to consumption of energy drinks may be greater than other dietary sources of caffeine for several reasons:(1) Lack of adequate labeling: As mentioned earlier. Your heartbeat and blood pressure can also be affected by the ingredients in energy drinks. heart problems. decreased memory. In fact. Energy drinks could also lead to cavities. which delivers drug-awareness classes in schools. The sugar will make them skyrocket. and ignoring an individual’s unique body chemical make-up.(2) Advertising: Many energy drinks are marketed with claims of performance enhancing effects . Addiction is one of them. the only truly addictive part of energy drink ingredients appears to be caffeine.but high levels of them could affect the body. many energy drinks do not label their product with the amount of caffeine. When you try to quit drinking these drinks you will experience withdrawal symptoms if you are addicted. and a head rush.

Red Bull.(3) Consumer demographics: Since there are no restrictions on the sale of energy drinks. endurance.although the existence and extent of such effects is subject to debate. 2008) POBLEM STARTEMENT: The purpose is to analyze the awareness level of consumers at FEDERAL URDU UNIVERSITY regarding energy drink’s side effects. Consumers may falsely believe that ³more is better´ and ingest multiple servings of these products. and increased metabolism. concentration and reaction speed. some energy rinks encourage rapid consumption of their products.Strain. Research Question: . advertises several benefits of consumption including improved performance. & Griffiths. adolescents and children (who may be inexperienced and less tolerant to the effects of caffeine) may be at an increased risk for caffeine intoxication. for example. (Reissig. As an added risk.

What is the level of awareness among consumers about energy drink? Research Objectives How many times usually a respondent consumes an energy drink? What are the different energy drink companies in the market? Which brand they prefer in energy drinks? What is the reason for preference of that brand? Is the energy derived from consumption related to satisfaction level? What is the consumption and awareness level among male and female? Any side effect due to use of energy drink? What is the level of awareness regarding ingredients of energy drinks? Who are more aware students or professionals? What age group is more aware about side effects of energy drinks? Is the recommendation based on the satisfaction level of the consumer? What are the most commonly experiences side effects? RESEARCH VARIABLES: The variables of the research will be: Consumer’s awareness about energy drinks Consumer’s awareness about ingredients of the different brands Consumers' awareness about abnormalities caused by energy drinks Consumer’s frequency of consumption of energy drinks Consumer’s reason for choice of their preferred brand of energy drinks Consumer’s attitude towards consumption of energy drinks Consumer’s urging to consume energy drinks .

4 .and the level of awareness regarding the ingredients of energy drinks and their side-effects.Age dominance in awareness level Gender dominance in awareness level Status dominance in awareness level PPuurrppoossee 4 . frequency of consumption. 4 . 3 H ypothesis H 0 : Con sumers do NOT have a high level of awareness regarding side effects of energy drinks.1 Objectives To assess how aware consumers are about energy drinks.H .2 Scope The findings of this study will be applicable to the regular energy drink consumerswho are completely aware about the products attributes and features.

H 1 : Con sumers assign a high level of importance to the side effects of energy drinks. 4 .1 : Con sumers have a high level of awareness regarding side effects of energy drinks.H 0 : Con sumers do NOT assign a high level of importance to the side effects of energy drinks. 4 Methodology The data will be collected through primary sources by surveying Iqra UniversityMain/E D C campus & secondary data from the internet. S AMPLING U NIT : .

The pace at which people in the city are functioning createsexhaustion and makes them lethargic to work energetically. Apart from naturalingredients used to enhance performance. is a beverage that can be used for aninstant energy boost. with a consistent level of energy drink consumption. . S AMPLE S IZE : A sample of 150 Consumer in Iqra University will be drawn. Energy drinks providesthat solution. Energy drink.The sample unit consists of professionals & students at IqraUniversity. do they give weightage to suchelements or are they indifferent to it. the advent of energy drink is a recent highlight of a urban city dwellersdaily life. artificial or medicated toxins are also beingused in such drinks which may have adverse effects. as the name suggests. Now we might need to knowwhether or not the consumer is aware of such aspects. but the question arises that what causes such a boost. 55 RReessuullt t ss In Pakistan. There is a need of sumsupplement that can improve their performance capabilities.