Dasani water Market Analysis - Essay Example

Dasani water Market Analysis Dasani Water Market Analysis Consumer purchasing behavior involves conducting research and recognizing the buying trends of customers. In order to access customers who are most likely to purchase dasani water in the most cost-efficient way, Coca-Cola Company tries to establish their buying patterns. In an effort to improve the buying pattern of these customers, the company always provides dasani water at a reduced price. Many factors both permanent and temporary influence customer behavior.

The factors include cultural, societal, personal and psychological factors. However, the paper will only focus on how two factors that include social and personal have influenced consumers to buy dasani water. Social factors influencing consumers buying behaviorThe social factors that influence consumers to purchase dasani water include reference groups and social status. Family groups are the most vital purchasing organizations within a particular society. Women have been constantly recognized as the primary purchaser for the family unit.

Nonetheless, traditional responsibilities are changing since many women have started concentrating in their jobs while more men have started working from home (Glennon, 2002). Therefore, the buying behavior of this product has been affected by the changes in family buying habits where men have turned out to be the potential product buyers. Additionally, those individuals who are not married tend to buy bottled water because they do not have enough time to treat tap water for personal consumption.

The company has realized increased sales among the college students. Majority of them are still single (Franklin & Madalinski, 2009). The social status of customers has also played a noteworthy role influencing the buying habits of Dasani water. Customers from rich and middle class families tend to buy the product while those from poor families prefer using tap water. For that reason, the number of sales recorded from the sale of dasani water has been high in the urban areas in comparison to the rural.

The situation is attributed to differences in social status. Personal factors that have significant influence on consumers purchasing Dasani WaterPersonal factors that have influenced customers to purchase Dasani water include occupation, activities, qualities, age, and stage of life. Many people working in offices tend to purchase dasani water because they believe that office tap waters are not clean for consumption (Doria, 2006). In addition, it is often difficult for such persons to access water at the desired time.

People involved in rigorous activities such as sports need water to quench their thirst. Consequently, the company has embarked on marketing bottled water in various sporting events like rugby, football, and athletics. The approach is likely to maximize the sale of the brand product (Rosenbloom, 2009). Majority of middle-aged people tend to take part in various activities, which requires consumption of large qualities of water. The activities usually involve work, study an outside activities such as travelling.

It is crucial to acknowledge that such activities require the consumption of bottled water due to the convenience involved (Wilk, 2006). The company targets these consumers to improve dasani water returns. In the end, the branding process plays a fundamental role in attracting people based on their personal tendencies. ConclusionThe purchasing trend of Dasani water is influenced by both social and personal factors respectively. Some of the social factors include reference groups and social status.

Personal factors like occupation, activities, qualities, age, and stage of life influence the purchase of Dasani water in various ways. ReferencesDoria, M. D. (2006). Bottled water versus tap water: understanding consumers-preferences. J Water Health, 271, 276.Franklin, K. L., & Madalinski, M. J. (2009). Reducing Bottled Water Use in Dining Services at the University of Colorado at Boulder. University of Colorado at Boulder.Glennon, R. J. (2002). Water follies: Groundwater pumping and the fate of Americas fresh waters.

Island Press.Rosenbloom, C. (2009). Athletes (and coaches) say the darndest things. Nutrition Today, 44(2), 77-80.Wilk, R. (2006). Bottled Water The pure commodity in the age of branding. Journal of Consumer Culture, 6(3), 303-325.