Consumer Behavior and Marketing Strategy for Sprite Soft Drink

RUNNING HEAD: CONSUMER BEHAVIOR 0
CONSUMER BEHAVIOR
Student’s Details-

CONSUMER BEHAVIOR 1
Contents
Introduction......................................................................................................................................2
Product Category.............................................................................................................................2
Market Size..................................................................................................................................2
Market Segmentation.......................................................................................................................3
Demographic Factors...................................................................................................................3
Geographic Factors......................................................................................................................4
Psychographic Factors.................................................................................................................4
Behavioral Factors.......................................................................................................................4
Targeting..........................................................................................................................................4
Brand Positioning............................................................................................................................5
Consumer Buying Behavior............................................................................................................6
Personal Factors...........................................................................................................................6
Social Factors...............................................................................................................................6
Economic Factors.........................................................................................................................7
Types of Consumers into the market...............................................................................................7
Marketing Strategy..........................................................................................................................7
Product.........................................................................................................................................8
Price.............................................................................................................................................8
Place.............................................................................................................................................8
Promotion.....................................................................................................................................9
Communication Slogan...................................................................................................................9
Reflection on the Learning Outcomes...........................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................13

CONSUMER BEHAVIOR 2

CONSUMER BEHAVIOR 3
Introduction
Consumer behavior refers to the study of motives of the customers or the individual
making purchase of the product or service. It seeks to determine the reasons that leads to their
purchasing propensity of product in order to identify their needs and wants (De Mooij, 2019).
Also, consumer behavior is expected to be influenced by various factors such as product features,
quality, packaging and also the perception of the consumer about the product. Thus,
understanding of the consumer behavior is crucial for the business in order to identify their needs
and buying patterns for serving the customers in a better way (Zhang & Benyoucef, 2016).
The above report is based on the marketing strategy and identification of consumer behavior of
the chosen product from New Zealand. Here, the chosen product is sprite as the soft drink
product. Thus, the report is precisely focus on the identification of the brand and the target
market of the particular brand. The discussion is successful in determining the market segments
and also helpful in the facilitation of marketing strategy for reaching the desired target market.
An ethical communication that will influence the customer is used by giving due to diligence to
integrated marketing communication.
Product Category
Sprite is soft drink which is introduced by coca cola company. Sprite is lime flavored
colorless soft-drink to be introduced firstly in West Germany with the intention of serving
teenagers having the slogan “I like the Sprite in You” which was considered to be long term
slogan of the brand (Sprite, 2019). Being invented as a type of Fanta brand, Sprite has a
diverse fan base because of caffeine-free and crisp taste. It was firstly introduced in USA as the
close competitor 7Up. There are various categories under Sprite flavors include Sprite Cherry,
Sprite Cranberry, Sprite Tropical flavored, Sprite Lemonade, Ice Mint flavored Sprite, Sprite on
Fire, Peach flavor, Sprite and many more flavors of Sprite are available into the market
(Bhushan, 2011).
Market Size
The market size of Sprite is big as not only teenagers but also children and adults. Being
seen as the style and fashion in today’s generation, the brand particularly focuses on the
teenagers. Also, Sprite has been an established brand and sufficient market size in India and