Date

3-2010

Degree Name

BS in Agricultural Business

Department

Agribusiness Department

Advisor(s)

Kerry Cochran

Abstract

The beverage industry has been rapidly expanding over the last century, and currently includes a variety of smaller beverage markets. Functional Beverages have been the newest addition to the beverage industry and Function Drinks is only one of the major companies operating in this market segment. The objective of this study is to assess the current level of brand recognition for Function Drinks among college consumers. The main focus behind this research is to assist the company increase the level of consumer’s brand identification for their company and products through various forms of marketing, advertising, and promotional strategies. It is in the best interest of the company to analyze the data collected and offer insight that will not only increase the level of brand identification, but inadvertently increase the profitability of their company.

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