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Consumer Decision-making Model Of Soft-drinks Selection   Zeffry Alamsyah,Ujang Sumarwan and Hartoyo Eva Z. Yusuf

Consumer Decision-making Model Of Soft-drinks Selection

264 страниц. 2012 год.
LAP Lambert Academic Publishing
Despite growing in double digits percentage in the last 10 years in overall, each type of soft-drink category in Indonesia experience growth fluctuations year-by-year; it can be negative, single digit, or double digit. Severe competition happened not only among brands in the same type of soft-drink, but also among different types of soft-drinks. The situation make understanding the factors which influence consumer decision-making in choosing soft-drinks become important. This research was conducted on five types of soft-drinks that represent more than 90% of Indonesia soft-drink market volume, in five consumption situations where more than 85% of that soft-drinks market volume is consumed. Understanding the factors that influence consumer when choosing what type of soft-drink to consume will help soft-drinks industry players to develop more effective marketing strategies.
 
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