Rational and Emotional Patterns of Consumer Behaviour Using the Example of Energy Drinks Market of the Russian Federation

In recent years, there has been a clear increase in the popularity of energy drinks among teenagers and young people. Advertising communications in the energy drinks market convince the audience of the positive effect of using such products, which is expressed in stimulating brain activity and relieving tiredness, and the taste diversity in this market meets the needs of young people. Such drinks usually contain tonic components (taurine, caffeine), biologically active additives, vitamins and sugars, which have an invigorating effect on the body. However, despite the popularity of the product among the youth audience, the mechanisms for choosing a particular drink have not been fully studied. Factors that influence the choice of an energy drink can be divided into emotional and rational ones . In the course of this research, the author identifies the main drivers for purchasing energy drinks among young people through in - depth interviews with projective techniques, focus groups and questionnaires, as well as examines the perception of rational and emotional communication of energy drink brands.