A Product Feature Prioritization-Based Segmentation Model of Consumer Market for Health Drinks

This study sets out to identify the various factors of a health drink product that affects the consumer decision-making process. It aims to determine the relative importance connected to multiple aspects of health drink beverages, such as brand, nutrition content, taste, muscle building, brain boost...

Full description

Saved in:
Bibliographic Details
Published inInternational journal of strategic decision sciences Vol. 10; no. 2; pp. 70 - 83
Main Authors Parsad, Chandan, Chandra, Chandra Prakash, Suman, Shekhar
Format Journal Article
LanguageEnglish
Published Hershey IGI Global 01.04.2019
Subjects
Beverages
Cluster analysis
Consumer behavior
Decision making
Health drinks
Marketing
Marketing research
Nutrition
Product introduction
Product specifications
Purchasing
Segments
Surveys
China
India
Online AccessGet full text

Cover

More Information
Summary:This study sets out to identify the various factors of a health drink product that affects the consumer decision-making process. It aims to determine the relative importance connected to multiple aspects of health drink beverages, such as brand, nutrition content, taste, muscle building, brain boosting, price, ingredients, and country of origin. The paper also aims to identify consumer segments by the relative importance consumers give to various attributes of health drinks. Through examining the literature, the researchers identified various attributes of health drinks, which they analyzed empirically using a choice-based conjoint survey conducted with the help of the internet-based software 1000minds. Cluster analysis was also done to identify different consumer segments. The study identified two consumer segments: brand conscious and value conscious. As the name indicates, the brand-conscious segment gives more importance to a trusted brand, followed by nutrition content and price.
ISSN:1947-8569
1947-8577
DOI:10.4018/IJSDS.2019040104