From the executive summary:
This is the first in a series of studies that will seek to provide a greater understanding of the key factors that influence the purchase and consumption of packaged beverages.
A comprehensive baseline study was conducted last year that looked at the key drivers of purchase and consumption, drinker demographics, need states, occasions, package (primary and secondary) preferences, and package likes and dislikes. The study also looked at the key drivers of change in consumption for each of the categories and trading of volume between categories.
This study and those that follow will investigate important topics in more detail and provide a means to track changes in consumer attitudes over time. We will also seek to validate or disprove and quantify some of the common beliefs that are talked about frequently in the popular media and trade press. We chose to look at consumer perceptions of environmental issues and their impact on packaged beverage purchase and consumption because it is a topic that is receiving a lot of attention from the media, the beverage industry, retailers, and consumers.