Relación entre la innovación de las empresas y el comportamiento del consumidor en el lanzamiento de nuevos productos en la industria de bebidas no alcohólicas

Abstract

As consumers, everyone makes purchase decisions. In response, most companies investigate those decisions to know what, how, where, when and why consumers buy what they do. When these factors are known, the companies begin to add features to the offered products or to introduce new products to the market in order to satisfy the needs found in the investigations.

Over the last couple of years, there has been a growing preference amongst consumers towards healthier products and towards having greater demands on the presentations and qualities of the drinks. On the other hand, the visible trend amongst companies is a greater breadth and depth of product lines offered in the drinks market.

Since consumer behavior and companies actions are closely linked, it is necessary to review and determine the relationship between them that has been evidenced in the soft drinks market, in order to understand the new dynamic of the studied industry and present suggestions which could present opportunities for its growth.