Segmenting consumers based on food choice motivation and product benefit expectations: A case study involving Kombucha

John Castura/ June 30, 2019/ Poster/ 1 comments

Kombucha is a fermented beverage that is rapidly growing in popularity in the United States. As part of a larger consumer study conducted in Portland, Oregon, kombucha consumers (n=230) participated in a retail simulation in a central location test. They evaluated 9 commercial products, made choice selections, and were prompted with questions related to food choice motivations, product expectations and

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