Assignment on consumer

behaviour&STP profile of mineral water

product of coca cola co.
Submit to-
Mr.parveen singh kalsi sir
Submit by-
Shabnam narula
MBA 1sem
Sec.317
62
consumer behaviour
consumer buying behaviour for mineral water is
influenced by such factors like 1.social factors
2.cultural factors
3.personal factors
4.psychological factors
1.SOCIAL FACTOR-consumer behaviour is
influenced by social factors.social factors include
reference groups,family, social roles,status.reference
group can influence the attitude&self concept of
consumer to buy mineral water.family influence
buying decisions. In traditional joint families, grand
parents are not attracted by mineral water but now in
nuclear family,children&teenagers are attracted by
product by using internet, tv as an interactive
device.status also influence buying decisions. Status
like senior vice president of marketing has more
status than sales manager has more status than office
clerk. Its natural the person who has more status will
like to take branded product than unbranded so the
who has more status will like to take mineral water
than other unbranded.
2.PERSONAL FACTOR- Buying decision are also
influenced by personal factors. Personal factors
include like age personality& self respect, life
style&values.people buy different goods and services over
a life time. Taste in food, clothes,furniture is often age
related. In the same way consumers buying decision for
mineral water is age related. Young people who are aware
of such branded producte s. Personality described in terms
of such confidence, dominance, adaptability.those peoples
whose personality matches with branded mineral water is
like to buy but those people who has personality but
doesnot match with mineral water donot like to buy . he
will take only latest& good lifestyle will take to buy
mineral water because it matcheswith his life style.
3.CULTURAL FACTORS- buying decision for mineral
water is also influenced by cultural factors. The person who
grown up in united states his demand for mineral water
more than the person who grown up in traditional middle
class family the person who grown up is united state is
aware of the benefits of mineral water than traditionally
grown person. Cultural factors influence more on the
buying descision for mineral water.
4.PSYCHOLOGICAL FACTORS- consumers buying
behaviour for mineral water is also influenced by
psychological factors. If a person is motivated either by
person who used this mineral water or by the company. He
will like to buy it. When the person is motivated ready to
act. Then motivated acts is influenced by his or her view or
perception of the situation. When the person purchase
mineral water then he learn.he learn whether the product is
good or bad. Learning involves the changes the individual’s
behaviour arising from experience.if again if it doesnot
satisfy his or her needs then they will not purchase.in such
way these factors influence consumer’s buying behaviour
for mineral water of coca cola co.
STP PROFILE OF MINERAL WATER OF
COCA COLA CO.
Segment means divide the market into sub groupon the
basis of consumer same need and want demographically
includes-
1.income-income segmentation is a long standing practice
in a variety of products and services. Income doesnot
always predict the best consumers for a given product. If
mineral water will launch as the lowest- price in India pri
marily targeted at the middle- income segment of the
market. This will help in an explosive growthof the mineral
market in the country.
2.AGE-consumer wants and abilities change with age.
Therefore age is important variables to define segment.
Coca cola co. launched mineral water targeted towards all
age groups. This mineral water specially targeted towards
those children who are very sensitive to infectious micro
organisms present in normal water. Sensitive children
cannot tolerate any small infection from simple water into
normal children.
3.GENDER-men &women tend to have different attitudinal
and behavioral orientations, based partly on genetic
makeup and partly on socialization.
4.GENERATION- each generation is profoundly
influenced by times in which it grows up, the music
movies,politics&defining events of that period. Mineral
water are specially targeted towards new generation than
old generation.new generation is aware from mineral water.
They know how the mineral water is useful for our health.
2.GEOGRAPHICALLY SEGMENTATION- it involves
urban, rural& climate.
1.URBAN& RURAL-for mineral water products,
penetration levels in rural area are lower than in urban
areas. Penetration level of products points towads the
potential for increasing ownership &consumption in rural
areas. Availability of marketing infrastructure & the efforts
needed to develop these in the rural . India are the other
issues that marketers face. Geographic markets also vary in
their product requirements. In arid regions of western India
such as rajasthan & gujrat, during hot &dry summer
seasons, mineral water are used. Foreign countries like
America& Canada mineral water more used than India. In
the urban area, mineral water is used more than rural areas.
3.PSYCHOGRAPHIC SEGMENTSTION- it includes
psychology of people. Mineral water product of coca cola
co. was available in the bottles so most of the people
doesnot purchase it so the company provide mineral water
to people in disposable glass it is cheap in price and
everybody can purchase it and we can purchase acc.to our
needs.
4.BEHAVIORAL SEGMENTATION- In behavioral
segmentation , buyers are divided into groups on the basis
of their knowledge of ,attitude toward,useof ,or response to
product. Five attitude groups can be found in a market,
enthusiastic,+ve, indifferent, -ve &hostile. People play five
roles in a buying decision. These effects the consumer’s
behavior.