Bookcover of Consumer Decision-making Model Of Soft-drinks Selection
Booktitle:

Consumer Decision-making Model Of Soft-drinks Selection

and Its Implication for Marketing Strategies

LAP LAMBERT Academic Publishing (2012-11-13 )

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ISBN-13:

978-3-659-21427-1

ISBN-10:
3659214272
EAN:
9783659214271
Book language:
English
Blurb/Shorttext:
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.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Zeffry Alamsyah, Ujang Sumarwan, Hartoyo Eva Z. Yusuf
Number of pages:
264
Published at:
2012-11-13
Stock:
Available
Category:
Business management
Price:
79.00 €
Keywords:
Marketing Strategy, Multinomial Logit, influencing factors, Beverages, soft-drinks, consumption situation, psychographic segmentation, multistage random sampling..

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