1Assistant Professor, Sinhgad Institute of Management & Computer Application, Pune, India
2Phd. Guide, Nagpur University, Nagpur, India
3Assistant Professor, Sinhgad Institute of Management & Computer Application, Pune, India
Generation Y-the millennial generation are the primary consideration for marketers in forecasting preferences for soft drinks. Gen Y has come of age in the most brand crazy period in history. They expect a constant rush of new products and iterations of their favorite products. Even with decades of experience with young consumers, marketers may not know what they are in for with Gen Y. Hence a sustained understanding of Gen Ys preferences and perspective will help companies to reinvent themselves and ride on the wave of youth expectations.
This study thus attempts to identify preferences, purchase and consumption patterns, switch motives and indicators among Gen Y for soft drinks. A survey was conducted on 125 male and female consumers of soft drinks aged between 18–25 years in Pune city and data was collected through a self administered questionnaire.
Gen Y was found to show preference for both aerated and non-aerated soft drinks. However consumption of aerated drinks was found to be higher than non-aerated. Taste and thirst quenching were the primary drivers of consumption whereas friends were the most powerful influencers of consumption. Awareness of health hazards due to consumption of soft drinks was notable and the primary indictor of switch from aerated to non aerated soft drinks.
The preference for non-aerated drinks and willingness to switch from aerated to non-aerated indicates that there is a need for more non-aerated options which will also fulfill the taste criteria.
Generation Y, Preferences, Influencers, Switch patterns
