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Offline TechShristi

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Market Segmentation of Softdrink Industry
« on: September 27, 2011, 09:53:04 PM »
Market segmentation of softdrink industry:-
The following major segments of the softdrink drinkers have been identified:
1. Fashionable brand conscious consumers:
This segment of people are generally in their twenties, who are uni students or make up the working class, drive fast cars(or would like to ) they socialize with friends and go to parties and dance clubs. They are carefree and are freestyle. When they buy this product, they buy the image, they buy the fashionable drink that exudes coolness.
2.  Average consumers:
These people are usually prone to purchase product out of mindless habit. This segment of consumers have successfully been “brainwashed” to some extent by advertising campaigns and heavy promotions conducted by these companies. Again the age bracket is in the twenties, although teenagers tend to fall under this category.
3. Peer pressured consumers:
This segment of the majority teenagers who purchase this product “because their friends do it, or they do not want to appear daggy purchasing a local drink. They are less likely to request any ordinary drink while purchasing.

4. Soft drink addicts:
This segment usually follows any particular brand that will have nothing other than there preferred brand, no substitutes, no imitations. They are accustomed to the taste, and believe it is the distinct flavour that keeps them buying coke consistently. On the other side, these consumers are addicted to the prizes and competitions offered by these companies, resulting in the purchase of that product
« Last Edit: August 25, 2012, 12:38:13 PM by TechShristi »

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Market Segmentation of Softdrink Industry
« on: September 27, 2011, 09:53:04 PM »

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