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首先，我要感谢我的个人导师约翰克洛斯在我整个独立的项目中的支持和指导。
其次，我要感谢我的室友和朋友在我疲惫的时候鼓励我努力完成工作。帮助我获得更多的想法，并找到有用的信息。
第三，我要感谢受访者帮助我顺利完成调查。
最后，感谢我的“特别的朋友”王先生当我在写这个项目给我提供了最好的环境和良好的照顾。

Firstly, I would like to thank my personal tutor John Cross for his support and guidance to me throughout the independent project.
Secondly, I would like to thank my housemates and friends who encouraged me to work hard with the project when I felt tried with it. And help me to gain more ideas and find useful information.
Thirdly, I would like to thank the respondents for helping finish the survey successfully.
Finally, thank my “special friend” Mr. Wang who provided me the best environment and good-to-excellent care when I was writing this project.

Abstract 摘要

随着对饮食行为的重要性的认识的提高，消费者更加注重他们购买什么样健康价值的产品。因此，有机食品，富含纤维和被称为健康的其他产品越来越受欢迎。

With the enhancement of the awareness of the importance of eating behavior, consumer pays more attention to the healthy value of what they buy. Consequently, organic food, drink rich in fiber and other products known as healthy are becoming popular. Given this condition, the idea of expanding a new market for Vitasoy in the UK appears to be possible. At the same time, Vitasoy products are really nutritionally with nice taste. The purpose of this project is to investigate whether the soft drink market in Britain has the opportunity for Vitasoy healthy drinks.

The brief questionnaire which consists of 20 multiple choices is the main method of this survey. Based on the objectives, the respondents are mostly young students of Portsmouth University and the rest are from other high school in Portsmouth. It is interested that, free drinks were offered to respondents during the distribution of questionnaires. And the questionnaires were finished by 60 respondents. The aim of this study is to research factors influencing consumers’ purchasing behavior and analyze customer buyer behavior.

At the end of this investigation, it indicated that young consumers are easier to accept new things and influenced by others as a result of their special character. And the brand loyalty in youth’s mind is strong as well. Recommendations are provided that will help Vitasoy to launch in UK

Chapter Ⅰ 第一章

Introduction 引言

Background 背景
“You are what you eat: the eating plan will change your life.” Holistic nutritionist Gillian McKeith said (BBC America, 2007). Consumers pay more and more attention to the health value and nutrition value of food and drinks. The non-stop pursuit of high quality life for human being is one of the most important powers to stimulate the ongoing development in the society.

The thoughts of food is used for solving the problem of hunger and drink is used to relieve thirst has changed. Consumers tend to change the eating behavior when they realized health can be built up or ruined by what they eat (Sari, p.196). Mrs. Obama insisted that people have to change their eating and drinking behavior because life-styles related to illnesses and obesity have become quiet killers in US communities across the country (Beverage Daily, 2009). At the