Consumer Behaviour-Snapple
Subject Code: 325-202 | Subject Name: Consumer Behaviour | Date Due: 5th May 2011 | Word Count: 2763 | Assignment Name or Number: Case Analysis | | Student ID Number | | 1. | Steven Huy Tran | 329330 | 2. | Yating Lu | 387224 | 3. | Shihui (Cheryl) Li | 387283 | 4. | Putri Yusman | |
Consumer Behaviour- Case Analysis
Snapple
Snapple is an American-based beverage brand that focuses distinctively in producing juices and tea. During the late 1980s, Snapple gained prominent share in a highly competitive market and became the leading brand in the alternative beverage industry. However following the attempts of several acquisitions, the volatile brand reacts as there are a series of sales declinations. These declining sales can be analysed through the theory of consumer behaviours and its determinants. This essay will aim to identify the main issues faced by Snapple by analysing the decision making processes their buyers partake as well as the specific conditions that influence their consumer attitudes and behaviour. The recommendations given are aim at improving the Snapple brand and market position. In this analysis, we will take a look at the specifics during both the initial rise and subsequent fall of Snapple.
First launched to local health food stores, Snapple captured an uprising niche in the beverage industry. The concept of juice may have been prevalent historically however during this period competition against sodas enabled this brand to capture both the healthy alternative as well as the versatile, novel connotations associated with common soft drinks. Marketed to “young, health conscious urban professionals”, the target market became a starting point to the revolutionary change in drink types. Being a consumable that has many substitutes, aiming for Maslow’s physiological need of food and water would not suffice in this modern era. In contrast to its indirect competitors market; cola beverages and water, Snapple struck middle
Consumer Behaviour- Case Analysis
Snapple
Snapple is an American-based beverage brand that focuses distinctively in producing juices and tea. During the late 1980s, Snapple gained prominent share in a highly competitive market and became the leading brand in the alternative beverage industry. However following the attempts of several acquisitions, the volatile brand reacts as there are a series of sales declinations. These declining sales can be analysed through the theory of consumer behaviours and its determinants. This essay will aim to identify the main issues faced by Snapple by analysing the decision making processes their buyers partake as well as the specific conditions that influence their consumer attitudes and behaviour. The recommendations given are aim at improving the Snapple brand and market position. In this analysis, we will take a look at the specifics during both the initial rise and subsequent fall of Snapple.
First launched to local health food stores, Snapple captured an uprising niche in the beverage industry. The concept of juice may have been prevalent historically however during this period competition against sodas enabled this brand to capture both the healthy alternative as well as the versatile, novel connotations associated with common soft drinks. Marketed to “young, health conscious urban professionals”, the target market became a starting point to the revolutionary change in drink types. Being a consumable that has many substitutes, aiming for Maslow’s physiological need of food and water would not suffice in this modern era. In contrast to its indirect competitors market; cola beverages and water, Snapple struck middle