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Marketing analysis of sugar-free beverages based on Fogg's behavior model

In: Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023)

Author

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  • Yihan Lin

    (East China Normal University, School of communication)

Abstract

ABSTRACT In recent years the concept of a 'sugar-free diet' has been gradually incorporated by many people as an important part of their dietary choices and healthy living. The advertising and promotion of the concept by sugar-free beverage merchants has played a significant role in this. What are the characteristics of sugar-free beverage merchants' marketing models? How effective is the communication to new generations of consumers? What could be improved in the marketing process? This paper analyses the behavioural patterns of young sugar-free beverage users based on the Fogg behavior model and explores better ways to market the sugar-free concept.

Suggested Citation

  • Yihan Lin, 2024. "Marketing analysis of sugar-free beverages based on Fogg's behavior model," Advances in Economics, Business and Management Research, in: Luiz Moutinho & Carlos Flavian & Rita Yi Man Li & Qiwei Zhou (ed.), Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023), pages 465-472, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-260-6_59
    DOI: 10.2991/978-94-6463-260-6_59
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