ANALYSIS OF SUGAR FREE BEVERAGES MARKET AND THE EFFECT OF SUGAR FREE LABEL TOWARD PURCHASE INTENTION

• Main Author: Sunarisa, Joanne
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78758
• Institution: Institut Teknologi Bandung

According to Ministry of Health Republic of Indonesia, obesity and diabetes have increased significantly in Indonesia. To avoid these two food-related diseases, people start to be health conscious and show their interest toward healthy eating. As a result, products with healthier claim start to emerge the food and beverage industry. The beverages companies hugely participate in this healthy diet trend and develop many healthier drinks with sugar-free label to respond the market. UNICE, a company that being studied in this research, also engages in the healthy beverages industry. They provide variety of fruit smoothies combined with other natural ingredients without sugar added. Although they have been working on the marketing activity to emphasize the sugar-free claim to respond the rising healthy eating trend, UNICE growth rate slows down and suffers revenue stagnancy. Thus, 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 closed-ended 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.