CONSUMER MOTIVATION

Consumer Behavior Class Presentation

Group 4

Packaged Juice Segment

Concepts in Consumer Motivation

Packaged Fruit Juice Producers

Positive vs. Negative Direction

Primary vs. Secondary

Needs

Intrinsic vs. Extrinsic Needs

Rational vs. Emotional Motives

I am taking care of my body!

Society appreciates juice drinkers

Health Benefits

Quench Thirst Physiological

Esteem

Belonging

Safety

Why drink Juice…

Primary vs. Secondary Needs

• Primary Needs Quench Thirst (biological in nature)

• Secondary Needs Healthy and Nutritious beverage Tastes great and refreshes mind! Everyone I know is drinking juice these days, I need to fit in… Better than carbonated beverages Quick source of energy, helps me recuperate Easily available beverage

Intrinsic vs. Extrinsic Needs

• Intrinsic Needs Quench thirst Feel healthy

• Extrinsic Needs Approval from Social circle Healthy body

Positive vs. Negative Direction

• Positive Direction Improve Health Taste and Refreshment

• Negative Direction Prevent consumption of extra calories Potential health concerns in carbonated drinks

Rational vs. Emotional Motives

• Rational Motives Health benefits Cost and convenience advantage Safe and standardized

• Emotional Motives I’ll look fitness conscious Substitute to actual fruits All-Juice diets

Taste + Health

How are we being motivated…

100% Juice ContentNo Added SugarLow in Sodium

Fruit Vegetable BeverageNo Added Preservatives

Bollywood actress conveys social acceptance

Comparison with servings of fruit