Authors : T. Luckow , P. Aarts and H.R. Moskowitz
Abstract: European consumers (France, Germany and United Kingdom) show similar purchasing habits and similar acceptance patterns for statements about their sensory requirements of cola. Respondents can be categorized into three consumer segments, based on the pattern of their utility values from internet-based conjoint analysis. COKE Classics seek traditional colas that are branded with the name Coca-Cola. Sweet Sippers respond to statements about sugar-sweetened beverages emphasizing the words "crisp and refreshing". Diet Devotees respond to statements about the taste and the image of diet soft drinks. In contrast, American consumers show different segmentation patterns based upon their profiles of cola utilities obtained from the same type of conjoint-measurement. Fast Food Fiends consume fountain colas in fast food restaurant chains, to accompany burgers and fries. Diet Devotees crave diet colas that taste good, but are low in calories. Pepsi Progressives prefer the trendy marketing style and the unique cola flavor varieties from Pepsi Co.
T. Luckow , P. Aarts and H.R. Moskowitz , 2003. A Comparison of Purchasing Habits and Sensory Preferences for Cola Consumers Across France, Germany, the United Kingdom and the United States . Journal of Food Technology, 1: 84-96.