Consumer Decision-making Model Of Soft-drinks Selection

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.

Autorentext

Zeffry Alamsyah received his doctorate from Bogor Agricultural University, in the field of Marketing. He has worked in the field of general management, sales, brand management, and strategic marketing for 23 years in several prominent multinational FMCG companies. He currently holds a position as Region Director for a global beverages company.