Marketing analysis of sugar-free beverages based on Fogg's behavior model

DOI

10.2991/978-94-6463-260-6_59How to use a DOI?

Keywords

Sugar-free drinks; Concept marketing; Fogg behavior model; New generation group

ABSTRACT

In recent years the concept of a 'sugar-free diet' has been gradually incorporated by many people as an important part of their dietary choices and healthy living. The advertising and promotion of the concept by sugar-free beverage merchants has played a significant role in this. What are the characteristics of sugar-free beverage merchants' marketing models? How effective is the communication to new generations of consumers? What could be improved in the marketing process? This paper analyses the behavioural patterns of young sugar-free beverage users based on the Fogg behavior model and explores better ways to market the sugar-free concept.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yihan Lin
PY  - 2023
DA  - 2023/09/28
TI  - Marketing analysis of sugar-free beverages based on Fogg's behavior model
BT  - Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023)
PB  - Atlantis Press
SP  - 465
EP  - 472
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-260-6_59
DO  - 10.2991/978-94-6463-260-6_59
ID  - Lin2023
ER  -