Consumer Decision-making Model of Soft-drinks Selection: and Its Implication for Marketing Strategies - Hartoyo Eva Z. Yusuf - Kirjat - LAP LAMBERT Academic Publishing - 9783659214271 - tiistai 13. marraskuuta 2012
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Consumer Decision-making Model of Soft-drinks Selection: and Its Implication for Marketing Strategies

Hartoyo Eva Z. Yusuf

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Consumer Decision-making Model of Soft-drinks Selection: and Its Implication for Marketing Strategies

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.

Media Kirjat     Paperback Book   (Kirja pehmeillä kansilla ja liimatulla selällä)
Julkaisupäivämäärä tiistai 13. marraskuuta 2012
ISBN13 9783659214271
Tuottaja LAP LAMBERT Academic Publishing
Sivujen määrä 264
Mitta 150 × 15 × 226 mm   ·   411 g
Kieli German