Influence of Festival on Consumer Buying Behaviour of Soft Drinks

- Prof. .Deepa Vyas, Assistant Professor, Faculty of Management, GLS University

- Sarfaraj Shaikh, Student, Faculty of Management, GLS University.

Abstract:

Ramadan in India and the surrounding region is as big festival as Christmas or Diwali. Ramadan

is one of the five pillars of Islam, Ramadan is a time for prayer, reflection of one’s lifestyle,

showing genuine empathy to the less fortunate, giving charity in addition to refraining from

consuming any food and liquids during the time of day light. People are spending more money

towards foods and beverages in Ramadan so that it is good opportunity for various foods and

beverage industry to increase their sales, various Company’s take an opportunity to promote their

product and increase their sales during Ramadan. Many Muslim peoples used soft drinks during

iftaar so that Company did various marketing promotional activity specifically for Ramadan. It is

imperative to identify various factors and extend of influence on consumer behaviour during

festival enabling marketer to be more precise on their festival base marketing. This study is an

attempt to understand the consumer’s behaviors and preference during Ramadan festival and

segment the soft drink market. Cluster analysis identified 3 cluster in which brand conscious

buyer is found to be the most important segment while group of discount seeker was the second

 important cluster.

Keywords:

Festival Sales Promotion, Soft Drink, Buying Behavior, Cluster Analysis

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