group 4 consumer motivation
DESCRIPTION
Consumer Motivation, packaged fruit drinkTRANSCRIPT
CONSUMER MOTIVATION
Consumer Behavior Class Presentation
Group 4
Packaged Juice Segment
Concepts in Consumer Motivation
Packaged Fruit Juice Producers
Positive vs. Negative Direction
Primary vs. Secondary
Needs
Intrinsic vs. Extrinsic Needs
Rational vs. Emotional Motives
I am taking care of my body!
Society appreciates juice drinkers
Health Benefits
Quench Thirst Physiological
Esteem
Belonging
Safety
Why drink Juice…
Primary vs. Secondary Needs
• Primary Needs Quench Thirst (biological in nature)
• Secondary Needs Healthy and Nutritious beverage Tastes great and refreshes mind! Everyone I know is drinking juice these days, I need to fit in… Better than carbonated beverages Quick source of energy, helps me recuperate Easily available beverage
Intrinsic vs. Extrinsic Needs
• Intrinsic Needs Quench thirst Feel healthy
• Extrinsic Needs Approval from Social circle Healthy body
Positive vs. Negative Direction
• Positive Direction Improve Health Taste and Refreshment
• Negative Direction Prevent consumption of extra calories Potential health concerns in carbonated drinks
Rational vs. Emotional Motives
• Rational Motives Health benefits Cost and convenience advantage Safe and standardized
• Emotional Motives I’ll look fitness conscious Substitute to actual fruits All-Juice diets
Taste + Health
How are we being motivated…
100% Juice ContentNo Added SugarLow in Sodium
Fruit Vegetable BeverageNo Added Preservatives
Bollywood actress conveys social acceptance
Comparison with servings of fruit