Consumer Behavior ofPocari Sweat

I. Segmentation Factors.
A. Demography a. Age Ages 14-35 years with a dynamic activity and have concern for the health and appearance. This is evident from marketing communications featuring talent who are still young and excel in sports and entertainment. b. c. Sex Marital Status

All genders can consume this product, Male and Female. There is no different of marital status or not for consume this product, whether virgin or married people. d. e. f. Education Occupation Income Non-educate, Elementary School, Junior-High School, High-School, and University. Athlete, Employees of Company, Student, and Entrepreneurs.

a) Student: Rp 100.000, 00-Rp 1.250.000, 00

b) Employees: Rp 300.000,00

c) Athletes: Rp 50.000.000, 00 B. Psycography

a. b. Lifestyle Following the latest trend of consuming health drinks today. Attitude Liking the latest packaging trends, prefer to buy branded goods, like to wear items used by the artist or athlete as their idol. c. d. Interest Sports and other leisure activities. Opinion Attractive packaging, reasonable prices and in accordance with its benefits, taste and smell delicious, and easy to obtain. C. Benefit a. Prestige We can drinks anytime and under any conditions that have been consumed by students until the entertainer, giving rise to a single serve drinks like an expensive item in the efficacy and price also makes it a trend.

b.

Confidence Isotonic beverage is a relatively new product in the healthcare industry where the Pocari Sweat itself is a pioneer of isotonic drinks in Indonesia and still leading in the market. Therefore in this industry is still wide open opportunity, where demand continues to grow.

c.

Health POCARI SWEAT is a healthy isotonic drink that replenishes body fluids lost every day. POCARI SWEAT composition has the closest profile to body fluids with balanced electrolyte content, so it can be absorbed quicker and better into the body compared with ordinary drinking water, to prevent severe dehydration. Other from that, along with those benefits, POCARI SWEAT can replenish body fluids completely so the body feels more fresh and healthy.

d.

Nutrition Its 6 grams of carbohydrates contained in 500 ml packs that useful to increase your energy a substitute for the missing body substance in sodium which is also contained in this Pocari Sweat. In this carbohydrates obtained from the sugar in this product. Carbohydrates are also contained in its many substances that will nourish us after consuming these products such as glucose polymers, Sucrose, Fructose and Maltose.

II.

Why They Choose Pocari Sweat?

Because of characteristics that tend to be owned by young children or teenagers who are actively making it more compatible with health products especially isotonic beverage that has a high efficacy and follow the fashion trends today. Pocari comes as a health drink that is associated with the world of sports. This product received pretty well, because Pocari needed to fill the absorption of body fluids. So that when athletes after sports drink Pocari wont happen dehydration. And this was followed by other consumers who end up trying it and see for you. Many of those who commented as fresh again, as a pain reliever and dizziness , and the public perception that Pocari Sweat have the medical ability to help the healing process. This is because an isotonic beverage is a beverage that has the same osmotic pressure of human blood pressure and can be absorbed by the body overnight. Isotonic drinks to replace the electrolyte ions and the body comes out with sweat when we do activities, be it work, study, exercise and even sleep. In general, the content in isotonic drinks are the Na +, K +, Mg2 +, Ca2 +, and Cl-as well as some additional vitamins B and C.