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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66424
Volume:
10 |
7 |
Jul 2026
Pages:
1-9
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Computer Science and Engineering
Indore Institute of Science and Technology
Management
Indore Institute of Management and Research
Management
Indore Institute of Management and Research
Management
Indore Institute of Management and Research
This study examines the demographic, behavioral, and perceptual factors associated with soft drink consumption frequency among 301 consumers in Indore city and nearby areas, spanning a broad age range. Primary data were collected through a structured questionnaire administered via Google Forms using convenience sampling, and analysed using descriptive statistics, exploratory factor analysis (EFA), and ordinal logistic regression, with the proportional odds assumption tested using the Brant test. None of the six attitudinal and perceptual items examined brand reputation, price importance, availability, advertising influence, modern lifestyle linkage, and perceived commercialization significantly predicted consumption frequency, although advertising influence showed a marginal positive trend (p = 0.089). Age and gender emerged as significant predictors: respondents below 18 years had significantly higher odds of frequent consumption than those aged 18–25 (OR = 2.74, 95% CI [1.51, 5.01]), and female respondents showed significantly lower odds of frequent consumption than male respondents (OR = 0.64, 95% CI [0.42, 0.98]). These findings suggest a gap between consumers' stated attitudes toward marketing-related factors and their actual consumption behavior, consistent with the attitude–behavior gap documented in the broader consumer behavior literature. The results indicate that demographic targeting, rather than attitude-focused marketing alone, may be a more effective lever for understanding and influencing soft drink consumption patterns, particularly within a single Indian city context where such research remains limited.
KEYWORDS
This study examined the demographic, marketing, and perceptual dependencies of soft drink consumption frequency among 301 respondents of Indore city. While commonly cited marketing- and perception-related factors brand reputation, price importance, availability, advertising influence, perceived linkage to modern lifestyle trends, and perceived commercialization did not significantly predict consumption frequency once demographic characteristics were accounted for, age and gender emerged as significant predictors, with respondents below 18 years and male respondents reporting higher consumption frequency. These findings highlighted a gap between consumers' stated attitudes toward marketing and brand-related factors and their actual reported consumption behavior, consistent with the attitude–behavior gap documented in the broader consumer behavior literature. The results suggested that demographic targeting, rather than attitude-focused marketing alone, may be a more effective lever for understanding and influencing soft drink consumption patterns in this population. Future research employing validated multi-item scales, longitudinal designs, and more representative sampling frames would help build on and extend these findings, particularly with respect to understanding the drivers of high consumption frequency among younger consumers.
[1] Alqahtani, N. S., Alanazi, S., Almuhayd, R., et al. (2025). Generational differences in dietary behaviours: A cross-sectional study of Generations X, Y, and Z. F1000Research, 14, 858. [2] Arif, D. S. (2025). A research study on decline in demand for carbonated drinks in Mumbai. International Journal for Innovative Research in Multidisciplinary Field, 11(4), 133–137 [3] Bahadur, S. (2024). Shifting trends in cold drink preferences among college going consumers in Prayagraj during summers. Social Science Journal of Advanced Research, 4(4), 19-27. [4] Castor, L. L., et al. (2023). Sugar-sweetened beverage intakes among adults between 1990 and 2018 in 185 countries. Nature Communications, 14, 5957. https://doi.org/10.1038/s41467-023-41269-8. [5] Devani, P., Gandhi, R., & Vidani, J. (2024). Survey on differences in opinion on healthy and junk food between Gen. Y and Gen. Z. International Journal of Natural and Health Sciences, 2(1), Article 54. https://doi.org/10.59890/ijnhs.v2i1.1179 [6] Guthrie, J. F. & Morton, J. F. (2000). Food sources of added sweeteners in the diets of Americans. Journal of American Dietetic Association, 100, 43–51. [7] Kumar, N., & Ray, S. (2018). Attitude towards soft drinks and its consumption pattern: A study of Gen Y consumers of India. British Food Journal, 120(2), 355–366. https://doi.org/10.1108/BFJ-05-2017-0320 [8] Mahalakshmi, K., Grace, P., Krithika, S. R. & Poornina, B. (2023). A study on consumer buying behaviour of soft drinks in Coimbatore city. Journal of the Asiatic Society of Mumbai, XCVI(6), ISSN: 0972-0766. [9] Muthukumaran, A. (2019). Consumer buying behaviour towards selected soft drinks in Nagapattinam district of Tamil Nadu. International Journal of Basic and Applied Research, 9(1), 646-656. [10] Nielsen. (2016). Nielsen study: What's bubbling in India's soft drink market? India Retailing. Retrieved from https://www.indiaretailing.com/2016/10/24/nielsen-study-whats-bubbling-in-indias-soft-drink-market/
Publication Date
7/31/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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