Exploring Consumer Behaviour towards Zero- Sugar Beverages: A Case Study of Delhi NCR

Amit Kumar Gond; Balu Shagila Sai Raswanth; Vikash Surliya; Satyveer Singh Meena

doi:10.48165/IJEE.2025.61408

Authors

Amit Kumar Gond National Institute of Food Technology Entrepreneurship and Management (NIFTEM), Kundli, Sonipat, Haryana
Balu Shagila Sai Raswanth National Institute of Food Technology Entrepreneurship and Management (NIFTEM), Kundli, Sonipat, Haryana
Vikash Surliya National Institute of Food Technology Entrepreneurship and Management (NIFTEM), Kundli, Sonipat, Haryana https://orcid.org/0000-0001-8372-4781
Satyveer Singh Meena Hemvati Nandan Bahuguna Garhwal University (HNBGU), Srinagar, Uttarakhand https://orcid.org/0000-0001-7568-8653

https://doi.org/10.48165/IJEE.2025.61408

Keywords:

Consumer behaviour, factor analysis, chi-square test, zero sugar beverages, perception

Abstract

In recent years, rising consumer health consciousness has led to a significant shift in beverage consumption patterns, especially in urban areas like Delhi National Capital Region (NCR). This research aims to understand consumer behaviour towards zero-sugar beverages in the Delhi NCR. A structured survey of 320 respondents across different age groups, income levels, and health profiles was conducted using a structured questionnaire in 2025 through multistage sampling. Factor analysis was employed as a statistical tool to analyze consumer behaviour and perception towards zero-sugar beverages. A chi-square test was used to examine the relationship between customers' awareness of zero-sugar beverages and their level of education. In the findings, two significant factors had arisen: one concerned consumers influenced by health fears and mistrust; the other was health-conscious or positive consumers, motivated by fitness, health, and informed choices. According to the study, respondents who were highly concerned about their health and concerned about labels preferred sugar-free beverages. There was considerable dissent about the deception that sugar-free beverages are solely for persons with diabetes. The study's overall conclusions indicate that the sugar-free beverage industry in Delhi NCR is still relatively nascent but has a lot of potential.

Author Biographies

Amit Kumar Gond, National Institute of Food Technology Entrepreneurship and Management (NIFTEM), Kundli, Sonipat, Haryana

B.Tech Student
Balu Shagila Sai Raswanth, National Institute of Food Technology Entrepreneurship and Management (NIFTEM), Kundli, Sonipat, Haryana

B.Tech Student
Vikash Surliya, National Institute of Food Technology Entrepreneurship and Management (NIFTEM), Kundli, Sonipat, Haryana

Assistant Professor, Department of Food Business Management & Entrepreneurship Development
Satyveer Singh Meena, Hemvati Nandan Bahuguna Garhwal University (HNBGU), Srinagar, Uttarakhand

Associate Professor (Management), Department of Business Management

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