Analysis of Sugar-Free Claimed Beverages and Its Potential Customers.

      Аннотация: The study was executed in order to understand sugar-free beverages market and understand the effect of sugar-free label on beverages’ packaging toward purchase intention. The research was conducted in the form of online questionnaire and experiment to 149 respondents domiciled in Bandung, Indonesia. The survey consisted of 55 questions in the form of open-ended and closedended questions. The questionnaire data is then analyzed using descriptive and cluster analysis. The result shows that there are 4 clusters which have distinctive demographic, psychographic, and behavioral characteristics toward sugar-free beverages market. However, only 3 out of 4 clusters show favorable features which suggest them as the sugar-free beverages potential customer groups. Meanwhile, the experiment is analyzed using paired t-test and indicates that sugar-free labels on beverages packaging increase people’s willingness to buy. This study is expected to help sugar-free beverages industry to have an idea of each customer groups unique features so that they are able to target the right customers and apply appropriate marketing strategy according to the potential customer’s characteristics.

Ключевые слова: Sugar free beverages, cluster analysis, business, marketing, packing