Год выпуска: 2012 Автор: Zeffry Alamsyah,Ujang Sumarwan and Hartoyo Eva Z. Yusuf Издательство: LAP Lambert Academic Publishing Страниц: 264 ISBN: 9783659214271
Описание
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.
