Beverage Preferences of BAC21 Students at USC University

This documentary explores the popularity of different beverages, including the use of health drinks, among USC students in the course BAC21. The difference in the selection of beverages between national and international students has also been scrutinized. The study used a random example 100 of anonymous responses in a cross-section study of representative students across the university and conducted a descriptive analysis to address the relationship between beverage and loyalty. This report also explores features of price preference for beverage selection.

Beverage Preferences of students in BAC21 course of the USC University
1

Abstract
This documentary explores the popularity of different beverages, including the use of
health drinks, among USC students in the course BAC21. The difference in the selection of
beverages between national and international students has also been scrutinized. The study
used a random example 100 of anonymous responses in a cross-section study of
representative students across the university and conducted a descriptive analysis to address
the relationship between beverage and loyalty. This report also explores features of price
preference for beverage selection.
2

Introduction
Energy drinks contain a lot of caffeine, which is especially harmful for teenagers and
adults. Increase in consumption of soda and energy drinks is linked to students of higher
alcohol consumption group (Buscemi et al., 2010, p.571). Some studies have shown that
relationships can only be found in certain groups of students (Pettit, and DeBarr, 2011,
pp.335-341). The proposed marketing explanations concerning the relationship between
drinking and the personal characteristics of the student are as follows: (i) promote their
relaxation and stimulation of properties through the sale of such beverages (ii) take into
account the selection of beverages on the basis of common psychological factors for peer
groups (iii) when looking at drug addiction, assess the using caffeine and other energy drinks
(Attila, and Çakir, 2011, pp.316-322). Researchers have selected a random sample of hundred
students from the University of Southern California studying in BAC21 course. The
researcher studied the above stated issues, especially in relation to price preferences and
loyalty patterns of drinking consumption (Terry-McElrath, O’Malley, and Johnston, 2014,
p.6).
Data Analysis
1. Among the hundred students who participated in the study, 6% were foreign or
international students and 94% were domestic students. Insufficient number of foreign
students sampled constricts further analyses due to probable baseness. Statistical analyses for
foreign students are carried out at significantly smaller sample sizes, which can lead to
erroneous results.
3

Figure 1: Percentage proportion of domestic and international students
2. There were ten different price levels for the beverages, which ranged between $ 0.5
and $ 5.0. Average consumption of beverages at each price level and for each participant was
considered for the correlation analysis. The overall average consumption of drinks at each
price level was found, and the Pearson’s correlation coefficient between the overall average
consumption and ten different price levels was calculated. The correlation value (r = -0.9762,
p < 0.05) was found to be statistically significant at 5% level of significance, and indicated a
strong negative association between the variables. The relation was practically significant in
nature, indicating that consumption of beverages sharply decreases with gradual increase in
price of the products.
3. The most popular beverage in the sample was found from the details of the first
preference of the study. Interestingly, students tend to have water, milk and parallel
beverages, with the exception of energy drinks or soft drinks. The least preferred beverage
was found from the fifth or last preferred choice for high school students. It was noted that
students are less interested in energy drinks.
4

Figure 2: Most and least popular drinks among students
4. USC University students of BAC21 course were found to be reasonably dependable
on their favourite drinks. In case of offer price with 25% inexpensive second preference, 82%
students were identified who wanted to stick to their favourite and preferred type of beverage.
The dependability towards their preferred beverage was again tested with offer price of 40%
cheaper alternative product. In this case, students are undecided to change their product and
almost 49% of them were inclined towards the 40% cheaper second choice of drinks.
Figure 3: Change of preference of beverages
5

5. A separate assessment of the relationship between the prices of domestic and foreign
students and the general consumption of beverages was carried out. Relationship between
price and quantity was recognised as negative for both the origin of students. Correlation
between price of beverages and preferences of domestic students (R =-0.98, p < 0.05) is
stronger than that of foreign students (r =-0.86, p < 0.05). The correlations are significantly
and highly negative at 5% level of significance, suggesting that the preference of beverages
has fallen sharply with a gradual increase in product prices.
6. The most popular domestic students’ drinks in the sample are water, milk and
simultaneous drinks compared to energy drinks or soft drinks. The least popular drink was
found in the fifth or final selection of local students in the sample. It was emphasized that
students have the least interest in energy drinks.
Figure 4: Most and least preferred beverages for domestic students
Foreign students are thought to be more likely to drink hot drinks like tea or coffee,
while least preferred drink is considered to be energy drinks. As far as most of the favourite
drinks are the students' preferences at domestic and abroad are considered different.
However, energy drinks are the least popular beverage for local as well as international
students.
6

Figure 5: Most and least preferred beverages for international students
7. The average proportion of preferences for soft drink was calculated as p = 0.12 or
12% for n = 100 students. The confidence interval has been evaluated using the formula for
proportion as
p
¿
±zα
2
∗
√ p
¿
( 1−p
¿
)
n . At 5% level of significance, the confidence interval at 5%
level was calculated as [5 . 63%, 18 .37% ] . Hence, with 95% confidence it was possible to state
that students between 5.63% and 18.37% will chose soft drinks as their first preference.
Conclusion
Most of the students preferred to drink water and dairy products, and said they had the
lowest energy consumption. Drinking consumption correlates strongly with the price and
taste of drinks (Block et al., 2013, pp.702-706). Favourite beverage preferences for local and
foreign students' are non-caffeine drinks. Consumption of energy drinks is significantly
reduced. Energy drinks are the least popular drinks for students at home and abroad.
According to the BAC21 program, students from the University of Southern California drink
relatively healthy drinks. Sample size is sufficient for research, but, due to the low number of
7

foreign students, the analysis results are more focused on domestic students. The study was
limited to significant results for these students.
References
Attila, S. and Çakir, B., 2011. Energy-drink consumption in college students and associated
factors. Nutrition, 27(3), pp.316-322
Block, J.P., Gillman, M.W., Linakis, S.K. and Goldman, R.E., 2013. “If it tastes good, I'm
drinking it”: qualitative study of beverage consumption among college students. Journal of
Adolescent Health, 52(6), pp.702-706.
Buscemi, J., Murphy, J.G., Martens, M.P., McDevitt-Murphy, M.E., Dennhardt, A.A. and
Skidmore, J.R., 2010. Help-seeking for alcohol-related problems in college students:
Correlates and preferred resources. Psychology of Addictive Behaviors, 24(4), p.571.
Pettit, M.L. and DeBarr, K.A., 2011. Perceived stress, energy drink consumption, and
academic performance among college students. Journal of American college health, 59(5),
pp.335-341.
Terry-McElrath, Y.M., O’Malley, P.M. and Johnston, L.D., 2014. Energy drinks, soft drinks,
and substance use among US secondary school students. Journal of addiction medicine, 8(1),
p.6.
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Appendix
1. Student Origin: I
am a
a. domestic student
b. international student
Domestic Student =1
International Student =0 Soft drinks Fruit
Juice
Tea
/Coffee
Energy
drinks
Other
(water,
milk
drinks
etc.)
$0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 $5.00 Soft
drinks
Fruit
Juice
Tea
/coffee
Energy
drinks
Other
(water,
milk
drinks
etc.)
Your second
preference was 25%
cheaper than your
most preferred
beverage?
Your second
preference was 40%
cheaper than your
most preferred
beverage?
Response No Q1 2a 2b 2c 2d 2e 3a 3b 3c 3d 3e 3f 3g 3h 3i 3j 4a 4b 4c 4d 4e 5a 5b
91 1 0 0 10 1 14 3 3 3 1 1 1 1 1 0 0 4 5 2 3 1 0 1
99 1 10 2 0 0 50 40 22 20 20 20 15 10 5 2 0 2 3 4 5 1 0 0
184 1 6 2 12 4 5 0 10 10 10 0 0 0 0 0 0 2 4 1 3 5 0 0
160 1 10 5 5 0 20 10 8 7 5 5 4 3 2 2 2 1 3 2 5 4 0 1
183 1 0 3 1 0 40 10 6 6 5 4 3 3 2 1 0 4 2 3 5 1 0 1
35 1 2 10 0 0 30 10 10 10 10 5 3 2 0 0 0 3 1 5 4 2 0 1
177 1 0 0 4 0 40 7 7 3 3 2 0 0 0 0 0 5 4 2 3 1 0 1
88 1 1 7 3 0 21 2 2 1 1 0 0 0 0 0 0 4 2 3 5 1 0 1
9 1 0 2 4 0 6 7 7 7 6 6 4 4 3 3 1 4 2 1 5 3 0 1
50 1 5 10 10 0 20 50 40 30 20 10 5 2 1 1 0 2 3 4 5 1 0 1
123 1 15 7 13 2 7 15 10 9 7 6 3 3 1 1 1 1 3 2 4 5 0 0
82 1 3 1 6 0 45 0 0 1 1 0 0 0 3 0 5 4 3 1 5 2 0 0
135 1 2 5 2 0 14 1 1 1 0 0 0 0 0 0 0 3 4 2 5 1 0 0
150 1 10 2 7 0 14 20 10 10 10 10 5 5 2 2 0 1 2 3 5 4 1 0
73 1 3 1 5 1 45 20 15 10 8 5 3 2 1 0 0 1 4 3 5 2 0 0
23 1 0 3 7 1 10 4 4 4 4 4 4 3 3 2 0 5 3 2 4 1 0 0
38 1 1 5 15 0 50 3 0 0 0 0 0 0 0 0 0 2 4 3 5 1 0 0
59 1 2 5 14 0 15 5 5 4 4 3 3 2 2 2 1 3 2 1 5 4 0 0
55 1 20 5 1 2 15 4 4 4 3 2 2 1 1 1 0 1 3 5 2 4 1 1
124 1 5 6 2 2 10 0 0 0 0 0 0 3 1 0 0 2 1 4 3 5 1 1
127 1 8 0 0 4 10 4 4 4 4 4 4 4 4 4 4 2 4 5 3 1 0 0
186 1 2 5 7 0 14 0 0 0 3 0 0 3 5 0 3 2 3 4 1 5 0 0
83 1 0 1 14 0 50 0 0 0 0 1 0 0 0 0 0 4 3 2 5 1 0 0
75 0 0 2 3 0 7 7 6 5 4 2 1 1 1 1 0 4 2 3 5 1 0 0
42 1 10 0 3 5 20 15 10 10 10 10 5 2 3 0 0 1 5 4 2 3 1 1
81 1 7 3 10 1 20 25 20 17 15 12 10 7 7 5 5 2 4 3 5 1 0 1
3 1 4 2 0 0 5 5 4 4 1 1 1 1 0 0 0 2 1 5 4 3 1 1
169 1 0 1 0 0 7 8 8 8 8 8 5 5 4 0 0 4 2 3 5 1 0 0
106 1 3 3 0 0 30 5 3 2 1 1 1 0 0 0 0 3 2 5 4 1 0 0
131 1 1 1 5 0 10 0 0 0 0 0 2 2 1 0 3 2 4 1 5 3 0 1
179 1 2 0 0 2 5 4 4 4 4 2 2 2 0 0 0 1 4 5 2 3 1 1
115 1 0 0 10 0 20 0 0 0 0 0 0 0 0 0 0 4 3 2 5 1 0 0
94 0 0 2 5 0 0 0 0 0 0 0 0 0 0 0 0 4 2 1 5 3 1 1
18 1 3 2 0 1 5 7 7 7 6 6 5 3 2 1 1 1 4 5 3 2 1 1
130 1 0 0 0 0 50 0 0 0 0 0 0 0 0 0 0 4 2 3 5 1 0 0
90 1 14 3 20 0 50 0 0 0 0 0 0 0 0 0 0 1 2 3 4 5 0 1
159 1 0 1 7 4 34 5 5 5 3 3 1 0 0 0 0 5 3 2 4 1 0 1
39 1 2 5 0 0 50 5 5 5 5 4 2 2 1 1 0 2 1 5 4 3 1 1
62 1 0 0 21 0 15 0 0 0 0 1 0 0 0 0 0 4 3 2 5 1 0 1
60 1 0 0 15 0 50 20 17 10 5 2 0 0 0 0 0 5 3 2 4 1 0 0
16 0 2 3 2 0 5 2 2 2 2 2 2 2 2 2 2 3 2 4 5 1 0 0
198 1 0 0 3 1 30 7 6 5 3 3 2 1 0 0 0 5 3 2 4 1 0 1
102 1 1 9 15 1 30 0 0 0 0 0 0 3 0 0 0 2 4 5 1 3 0 1
69 1 5 2 3 3 30 0 0 0 1 0 1 1 0 0 0 3 4 5 2 1 0 0
158 1 8 0 0 0 45 40 35 30 25 20 10 8 2 2 1 3 2 4 5 1 0 0
54 1 3 2 3 0 5 0 0 0 0 3 7 5 3 0 0 2 4 3 5 1 0 1
113 1 1 1 1 1 45 3 3 2 2 2 2 2 1 1 0 3 4 5 2 1 0 1
66 1 2 4 9 3 44 15 10 6 5 4 2 1 0 0 0 5 3 2 4 1 0 1
193 1 3 7 20 1 20 30 25 25 20 20 16 14 6 5 3 5 3 1 4 2 0 0
156 1 20 0 0 0 35 40 35 30 30 25 20 20 18 10 5 2 3 4 5 1 0 0
33 1 1 5 15 0 20 2 2 2 1 1 1 0 0 0 0 5 3 1 4 2 0 1
163 1 4 15 15 15 10 0 2 3 0 0 5 5 0 6 0 4 5 3 1 2 1 1
79 1 2 3 1 0 7 10 9 8 7 6 5 4 3 2 1 4 1 2 5 3 0 0
13 1 4 7 12 3 25 0 1 2 2 4 3 7 3 4 0 5 1 2 4 3 0 0
71 1 2 2 0 0 45 1 2 4 5 7 3 8 2 8 7 3 2 4 5 1 1 0
101 1 3 7 5 0 20 15 12 10 7 6 3 2 1 0 0 2 1 3 5 4 1 1
74 1 3 1 4 0 25 15 13 11 9 5 3 3 2 1 1 2 3 4 5 1 0 0
140 1 3 15 0 0 30 5 4 3 3 3 3 3 2 1 1 2 1 5 4 3 0 1
176 1 0 1 3 0 10 7 5 2 1 0 0 0 0 0 0 5 2 1 4 3 0 0
48 1 0 1 21 0 50 0 0 0 0 0 0 0 0 0 0 5 3 2 4 1 0 0
133 0 0 0 2 0 0 0 0 0 0 0 0 2 0 0 0 3 5 1 4 2 1 1
105 1 2 3 3 1 4 5 3 3 4 3 3 4 4 3 3 1 4 5 2 3 0 0
139 1 0 1 4 0 6 0 0 0 0 0 0 0 0 0 0 5 4 1 3 2 0 0
196 1 12 15 7 1 20 50 25 20 15 10 5 2 0 0 0 4 1 3 5 2 1 1
143 1 2 10 3 0 50 5 5 4 4 4 2 1 1 0 0 2 3 4 5 1 0 1
40 1 0 3 10 0 30 20 7 5 5 4 3 3 3 2 1 4 3 1 5 2 1 1
149 1 0 0 7 0 10 4 4 4 3 3 3 2 1 0 0 4 3 1 5 2 0 0
172 1 2 2 3 0 30 3 2 2 1 1 0 0 0 0 0 2 3 4 5 1 0 1
2 1 3 4 4 0 5 15 13 11 10 10 9 9 7 5 4 3 1 2 5 4 0 1
171 1 2 5 2 3 12 8 6 5 4 3 2 2 1 0 0 4 2 5 3 1 0 0
52 1 1 7 0 1 14 50 30 20 10 0 0 0 0 0 0 4 2 5 3 1 0 1
44 1 2 1 3 0 4 6 5 4 4 3 3 1 0 0 0 4 2 3 5 1 0 1
5 1 5 1 1 2 10 40 35 30 25 20 15 10 5 2 1 2 3 5 4 1 1 1
118 1 5 5 7 0 30 0 0 0 0 0 0 0 0 0 0 4 2 3 5 1 0 1
19 1 2 2 2 0 15 5 5 3 3 3 3 3 0 0 0 2 3 4 5 1 1 1
199 1 1 4 14 0 21 0 0 0 0 0 0 2 1 1 1 4 2 1 5 3 0 0
138 1 4 0 0 0 50 20 20 20 15 10 10 10 5 5 3 4 2 1 3 5 0 0
117 1 5 6 0 0 30 5 5 5 4 4 0 0 0 0 0 4 1 5 2 3 0 1
148 1 10 0 0 0 40 50 40 35 30 15 10 0 0 0 0 2 3 5 4 1 0 0
76 1 4 2 0 0 15 9 8 7 6 5 4 3 2 1 0 2 3 5 4 1 0 0
47 0 5 4 15 0 3 0 5 0 5 0 3 0 0 0 5 4 3 5 1 2 0 0
95 1 0 0 4 0 30 20 10 7 5 4 3 3 2 1 1 3 2 4 1 5 0 0
126 1 3 3 7 0 30 5 4 3 2 1 0 0 0 0 0 2 4 3 5 1 0 0
190 1 10 4 12 1 22 35 30 20 10 3 1 1 0 0 0 3 4 1 5 2 0 1
43 1 0 1 6 0 40 6 5 5 5 5 2 1 0 0 0 5 3 2 4 1 0 1
61 1 2 0 8 1 15 20 15 15 8 8 5 5 0 0 0 1 5 2 4 3 0 1
128 1 0 0 7 0 15 20 10 7 5 4 3 3 2 2 2 4 3 2 5 1 0 0
87 1 7 1 5 0 5 8 8 6 6 4 2 2 1 0 0 2 4 1 5 3 0 0
108 1 3 2 7 0 10 0 0 0 0 3 0 0 0 0 0 4 3 2 5 1 0 0
200 1 4 0 14 0 50 5 5 5 5 5 5 4 3 2 1 5 3 2 4 1 0 0
170 1 6 2 7 1 30 50 40 30 20 15 10 5 3 0 0 3 4 2 5 1 0 0
67 1 0 1 0 0 30 5 3 2 2 1 1 0 0 0 0 4 2 3 5 1 0 0
114 1 2 2 10 0 10 10 10 10 10 10 10 10 4 2 1 3 4 1 5 2 0 0
1 1 3 4 0 1 50 20 20 20 15 10 5 5 3 2 1 4 2 5 3 1 0 1
162 1 0 2 2 0 10 30 28 25 25 20 20 20 20 20 15 5 2 3 4 1 0 0
185 1 3 5 5 0 30 0 0 0 0 0 2 1 0 0 0 2 3 4 5 1 0 0
191 1 0 2 4 0 10 5 3 3 2 2 2 0 0 0 0 5 2 3 4 1 0 1
154 0 4 10 6 3 2 7 7 6 5 4 3 3 2 2 1 5 1 2 4 3 0 0
24 1 5 1 3 4 5 15 8 7 6 5 3 2 2 2 1 1 5 4 3 2 1 1
152 1 2 1 3 0 6 10 10 9 8 7 5 3 1 0 0 2 4 3 5 1 0 1
2. Consumption: On average how many serves (cans, bottles,
cups etc.) of beverages (Coke, Pepsi, Fruit Juice, Tea, coffee,
energy drinks or any other hot or cold drink of your choice) do
you CONSUME in a typical week?
3. Demand: On average how many serves of the beverages do you estimate you would buy for
CONSUMPTION per week at the university if the price
4. Beverage Preference: Rank the beverages in
preference order (assuming they all have the same
price).
1= first preference, 2=second preference, 3=third
preference, 4=fourth preference, 5= last
5. Impact of price: Would you change
your choice of beverage from your first
to your second preference if (Yes=1,
N=0)
9