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doing a PESTE-G analysis, I will be able to understand all the external issues, which affects
STUDENTAL and Sainsburys. The questionnaire used for collecting information from
customers is attached and results obtained will be presented in the form of pie charts and bar
charts as appropriate.
Questionnaire - STUDENTAL
Please tick one box for each question.
1. Your GenderMale Female
2. Age groupUnder 16 16 - 19
20 25 20 25 25 40 40 & over 3. Where did you first hear about STUDENTAL?
In store From friends
Advertisements On TV
4. How would you describe the taste of your favourite energy drink? Bitter Sweet
Bitter & Sweet Bland
5. Which of the following drink do you buy?
LucozadeRed bull
Powerade Other
6. From where do you buy energy drinks?
Supermarkets Sports shop
Gym/fitness club Other
7. What price (per litre) do you think would be right for STUDENTAL? Under 1.001.00 1.30
1.30 2.003.00 and over
8. What price do you usually pay for these....
Lucozade ______Coca-cola _______
Redbull ______ Boost _______
Dont know _______
9. What kind of drink do you think the STUDENTAL is?
Energy drink Health Drink
Social drinkChildrens drink
10. If you bought STUDENTAL, would the packaging be important to you? YesNo
11. Does it matter if the packaging is recyclable?
YesNo
12. How often do you drink energy drinks?
DailyTwice a week
Once a weekmonthly
13. When do you drink energy drink?
MorningWith Lunch
6. From where do you buy energy drinks? This question was asked to know the place from
customers buy energy drinks.
About half of the people are buying their energy drinks from supermarkets. This is a very
good signal for Sainsburys as they are going to sell STUDNTAL at their stores. 7. What price
(per litre) do you think would be right for STUDENTAL? This question was asked to find out
how much money people would spend on STUDENTAL when it is available in supermarkets.
40% of total participants thinks that STUDENTALs price will well be right if it is under 1.00.
Another 40% thinks that the price will be right if it is between 1.00 and 1.30.
This indicates that the current price of STUDENTAL is high and there will be only very few
customers who are willing to buy STUDENTAL at a cost of 13.9/litre.
8. What price do you usually pay for energy drinks? This question will help to find out the
peoples buying behaviour.
The above chart shows that how much money they are spending on energy drinks. 44% of
them are spending 1.00 to 1.50 for energy drinks. 36% of them are only prepared to spend
less than 1.00. As the chart indicates, people are not willing to buy energy drinks for higher
prices. Therefore, Sainsburys must have to adjust the price accordingly. 9. What kind of
drink do you think the STUDENTAL is?
The above chart shows the answers for the question, what kind of drink do you think the
STUDENTAL is? Most of the people do not know that STUDENTAL is an energy drink. I think
this is due to the name STUDENTAL. It does not have the power to represent an energy
drink. 10. If you bought STUDENTAL, would the packaging be important to you?
This was one of the important questions asked to the participants. 90% of them said that they
do care about the packaging of STUDENTAL.
11. Does it matter if the packaging is recyclable?
This was another important question included in the questionnaire. 70% of participants said
that they do care about the packaging and they want it to be recyclable.
12. How often do you drink energy drinks?
The above chart shows that 10% of total participants consume energy drinks daily, 30% of
them consume it twice in a week, 40% of them consume it weekly and 20% of them consume
energy drinks monthly.