Buying Decision Process - Understanding Consumers & Consumption

Pepsi , a carbonated soft drink, which was first manufactured in 1890, has been in the front running in the beverage market ever since.

The buying decision process for Pepsi has been explained in detail

1.              1. Who buys the item/ product ? 

This is consumed unanimously with fast food, also hard drinks or as a refreshing drink. College going students, frequent restaurant visitors form the major chunk of buyers. The product has a young TG, as elders are a lot more health conscious. Hence, the brand is aware of the youth connect it has. Also, one can see that Pepsi has youth oriented Brand Ambassadors – Unmukt Chand , under 19 Indian cricket team captain. In this way, Pepsi also targets mega sports events as sponsors like IPL, where again maximum viewership are youngsters.

2. What problem will this product solve?

It solves a problem - what to supplement a meal with. Eatery items such as burgers and pizza are dry to consume by itself. A cola drink which is sweet and has a fizz to it goes very well with savouries (fast food) , quenches the thirst fast and also is a quick filler to the stomach. Also, it works as a refreshing drink – a quick fix on a hot afternoon after college hours. Because it is cheap and available, the reach is more.

3. Which attributes are important and why?

In terms of taste, its sweet, less fizzy taste complements spicy fast food. In terms of the brand, its target on the youth makes it popular. Most importantly, the cost factor is well kept in limits and has a good value for money.

4. If this decision is the first time, how will it go? If it is a repeat, how will it go?

Someone looking for a cheap refreshing drink to go with a meal and also to fill them up, Pepsi shall be an appropriate choice. The sweetness of the drink being is an add on to it. The first choice happens because of the awareness and reach the brand has. Also it has been successful in associating the brand with celebrities like Ranbir Kapoor who are an instant connect with the TG they have in mind – the youth. So the excitement or urge to try it will be very high.

For a repeat, the person will come back for the value for money and taste that the product has to offer.

 
5. How was the deliberation (thinking) in your head? 

Keeping in mind the customer perceived value Pepsi has, the cost of the product, and the quality or taste of the product and the availability, was some key focuses kept in mind while understanding the consumers and consumption of Pepsi.