- Tytuł:
- Perception, acceptability and decision-making determinants of Soft Seltzer, a novel winegrape non-alcoholic carbonated beverage category to health-conscious College students in California
- Autorzy:
-
Sikalidis, Angelos K.
Kristo, Aleksandra S.
Kelleher, Anita H.
Maykish, Adeline - Powiązania:
- https://bibliotekanauki.pl/articles/2054872.pdf
- Data publikacji:
- 2020-12-18
- Wydawca:
- Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
- Tematy:
-
Consumption
Purchase decision making
Soft Seltzer
Sparkling Water
Wine Grape
Infused
Fruit-Flavored Functional Beverage
California Wine Grapes - Opis:
- The beverage industry is a signifi cant market that is seeing a growth albeit certain types of beverages such as wine and soda-type drinks are seemingly declining. There is certainly seen a growing interest for novel beverages, especially when creating healthy options aiming to support health via enhanced functional food/beverage properties. Furthermore, understanding how the public perceives and makes purchasing decisions towards novel and unconventional options is of key importance. The Soft Seltzer category is an emerging category defi ned as a sparkling waterbased low calorie, no added sugar, no artifi cial sweetener, non-alcoholic, carbonated beverage. In our pilot study herein, we aimed to assess interest and willingness to pay for such a product produced in Sonoma, California, specifically H2O/H2♡, a dealcoholized wine-type beverage enriched with vitamins, potassium, and calcium, using a perception and acceptability study to health-conscious college students in California. Respectivelly, healthy college students were provided an on-line acceptability questionnaire with 38 questions to evaluate the concept of the H2O beverage. Our participants indicated that they would be signifi cantly interested in purchasing such a beverage, while as for willingness to pay, a price for $9.99/4x16oz cans was deemed less than or about what is expected from a majority of participants. Our results taken together demonstrate that there is substantial interest and traction for such a beverage, especially given its natural origin and potential health benefi ts. Further research including tasting and health-related functional properties for the beverage in discussion is suggested. Additionally, lifestyle aspects and nuances beyond alcohol that are important to wine drinkers and other consumers could be delivered by novel beverages, hence aid in their success in the beverage market.
- Źródło:
-
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2020, 2(11); 33-54
2449-6634 - Pojawia się w:
- Journal of Marketing and Consumer Behaviour in Emerging Markets
- Dostawca treści:
- Biblioteka Nauki
Artykuł