Factors that influence buyer behavior

 

Scenario
You are the new marketing manager for a beverage company, May Beverage Company. May Beverage Company has a plethora of beverages under their belt, but they have been refreshing some of their beverages. There’s going to be a team meeting with presentations about what changes were made during the refresh. Your first task given to you from your boss is to create a consumer buyer profile for one of the beverages that has undergone a refresh. You will give the consumer profile in a “sales pitch” style presentation in the next team meeting with all of the sales managers to support your idea.
Distinguish factors that influence buyer behavior.

 

Sample Solution

The most dominant trend in both alcoholic and non-alcoholic beverages today is refreshment. Demand for beverages that feature refreshing flavors like citrus peak in hotter months when consumers crave refreshing drinks. However, demand remains high throughout the rest of the year as the go-to-option to quench our thirst, re-energize and relax. But when a consumer purchases a product that is marketed as “refreshing,” what is the experience they are actually looking for? Visual appearance is very important when it comes to refreshment. In numerous consumer surveys, the clarity of a drink is a quality consumers expect from a refreshing beverage. Beverages that look natural and clear are a visual indication of refreshment.

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