The Important Segmentation Variables for the Water Market in United Kingdom

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Introduction Coca cola is the largest manufacturer of beverages in the world and is providing non-alcoholic beverages to its consumers all around the world for more than 100 years. Coca Cola Company is currently operating in more than 200 countries and its brands are more than 400 around the world. This paper is about the bottled water launched by Coca Cola having the title of Dasani bottled water also known as Coke's water bomb. The Important Segmentation Variables for the Water Market in United Kingdom The important segmentation variables in any market are of three categories which are: behavioral, psychographic and profile (Dibbs, 2001). In United Kingdom the people who really want to buy bottled water are more concerned with the effects of that water on their health. The citizens of United Kingdom are moving towards healthier lives due to which they are switching to mineral water and diet drinks instead of carbonated soft drinks as they believe that carbonated soft drinks are dangerous for their healthier lives. The major reason for this shift towards bottled water is due to the increase in health education. Age is another factor as growing people need fresh drinks rather than carbonated soft drinks. Another reason of consumer's giving importance to health is that they want their children to be safe and healthy rather than being in danger due to usage of carbonated drinks. Segments for Bottled Water There can be many segments that might exist for bottled water

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