Price – Varied across different bottles
Distribution - wholesalers, retailers, groceries
Communications - Advertising targeting the youth,
hoardings, fun campaigns, on-ground activities
Other Stimuli
Economic – Affordable
Consumer Psychology
Based on Maslows
hierarchy of needs, let us consider the several psychological stages a consumer
goes through while purchasing Frooti.
Motivation - Frooti is consumed to quench thirst (physiological
needs)
Perception - The brand perception is created by the
awareness that is built by the communication strategies. Being associated with
a parent company as that of Parle Agro, Frooti is perceived to be a drink of
very good quality. the brand is perceived as a youth brand.
Memory – Frooti is a brand that has dominated the
market for over 26 years. The tagline Fresh and Juicy is in built in the
consumer mind in such a way that it accompanies the product Mango Frooti
unknowingly. The tagline and the jingle remains in our heads as soon as we
listen to them. Besides this, Parle as a parent company is well known for its
contribution to the food and beverage industry. Due to the link with this
company, it becomes easily acceptable in society.
Consumer Characteristics
Cultural – Mango for generations is considered to
be the king fruit of the country. With such a strong linkage to this cultural
aspect, a drink such as Frooti becomes highly acceptable. In India it is
mandatory to quench our thirst with something sweet rather than only water.
Serving a drink made from the king of fruits will help elevate the quality of
care towards others.
Social – Frooti has repositioned itself in order to
be a drink for the youth. Having a Frooti is considered cool and youthful due
to the various innovative campaigns they come up with. Frooti due to its availability
in several packs can be taken along at different occasions. The idea of
drinking healthy and staying fit by not having any of the colas is also a
social factor in the eyes of the consumer.
Personal – The craving to indulge in something
sweet and healthy is what encourages us to buy a Frooti. The sweet tasted of
Frooti requires a developed taste and hence may vary from person to person.
The above then culminate and help us understand the
buying decision process of the product.
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