Consumption Frequency of Hell Energy Drinks and Related Consumer Habits

Abstract

The thesis focuses and analyses the success of the Hungarian company, Hell Energy Drink. It contains a brief history of energy drinks and details the general components of the beverage type. Further down, the paper explores the role and impact of the 4Ps of marketing on consumer habits and identifies the respective marketing strategies employed by the company. The paper emphasizes the importance of consumer behavior for marketers and companies . One goal of the thesis was to determine the drivers towards Hell Energy products consumption as well as the barriers towards consumption. The primary research of the thesis was conducted in two separate focus groups, in which semi-structured topic questions were covered. As the focus groups' aimed to gather insights, the categories included, brand perception, advertising, health and sustainability.