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ASSIGNED TO:
Mr. Malik Mansoor Kabani
STUDENT:
Muhammad Riaz(15330)
CONSUMER BEHAVIOUR
REPORT FALL 2016

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Table of Contents
Dedication……………………………………………………………………………03
Acknowledgment………………………………………………………………….…04
Introduction……………………………………………………………………….….05
Meeting changes and challenges …………………………………………………..…13
Consumer research…………………………………………………………………...16
Motivation and Defense Mechanism…………………………………………….…...18
Consumer Personality……………. ……………………………………………….....23
Market Segmentation & Strategic Targeting…………………………………………25
Consumer Perception…………………………………………………………………27
Consumer Learning…………………………………………………………………...36
Consumer Attitude Formation and Change……………………………………….…..41
Family and Social Class……………………………………………………………….45
Consumers and the Diffusion of Innovations…………………………………………46
Consumer Decision Making and Beyond……………………………………………..50

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DEDICATION
This report is dedicated to people who dare to dream and have the courage to take
action in the journey to pursue being the entrepreneur of today’s marketing world,
more over we dedicate this report to the embarks of our professional careers, our
beloved families who have supported us, teachers and friends, who guided and
supported us in every aspect of our lives.

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ACKNOWLEDGMENT
We are thankful to Allah for the strengths and His blessing in completing this
report. We owe a great many thanks to all the people who helped and supported us
during the writing of this report
We send our deepest thanks to Sir Malic Mansoor Kabani for offering us a
platform where we can perform and analyze first hand consumer insights for brand
as huge as Sprite Pakistan, Sir has been accommodating enough for the post
graduate students of Institute of Business Management for their Research, Practical
approach& Personal Guidance. Not just we learned academic knowledge but
practical implications under his supervision. That enable us to thoroughly study
Sprite in regards if consumer behavior to the core.
We really appreciate the supportof those who guided us in the completion of this
report.

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INTRODUCTION
 HISTORY OF SPRITE
 Sprite is produced by the Coca-Cola Company. Initially originating in Germany
in 1959 as Fanta Klare Zitrone ("Clear Lemon Fanta")
 Sprite was introduced to the US in 1961 to compete against 7-up.
 The name of Sprite was originated from the character named ‘Sprite boy’
created for Coca-Cola to symbolize and reinforce the brand image Coke.
 Sprite is a clear soda, lemon-lime flavored, caffeine-free soft drink.
 Sprite is available in more than 190 countries and ranks as the No. 3 soft drink
worldwide (after Pepsiand Coca-Cola).
 The brand is actively involved in youth programs, which are driven through the
sportof basketball.
 The branding tactics also change depending upon the demography and mindset
of the target audience.
 The slogan globally claims that Sprite cuts through thirst, giving the consumers
sudden refreshment and clears the mind to inspire fresh thinking.
 COMPANYPROFILE
 Sprite is manufactured by COCA-COLA Company,
 Sprite was introduced in Pakistan in 1972.
 By the 1980 sprite had begun to have large fan following among teenagers and
until today the brand is popular and among youngsters.
 It ranks number 2 after 7-Up in Lemon-Lime fizzy drinks category in Pakistan.

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 NUTRITION FACTS
SPRITE
Amount Per 100 grams
Calories 39
% Daily Value*
Total Fat 0 g0%
Saturated fat 0 g 0%
Polyunsaturated fat 0 g
Monounsaturated fat 0 g
Cholesterol 0 mg 0%
Sodium 9 mg 0%
Potassium 1 mg 0%
Total Carbohydrate 10 g 3%
Dietary fiber 0 g 0%
Sugar 9 g
Protein 0.1 g0%
Vitamin A 0% Vitamin C 0%
Calcium 0% Iron 0%
Vitamin D 0% Vitamin B-60%
Vitamin B-12 0% Magnesium 0%
*Per cent Daily Values are based on a 2,000 calorie diet. Your daily values may be
higher or lower depending on your calorie needs.
 VARIANTS:
 Sprite Zero:
 This sugar-free version was originally produced in the United States as
"Sugar Free Sprite" in 1974
 It was renamed to "Diet Sprite" in 1983.
 In other countries, it was known as "Sprite Light."
 In September 2004, it was rebranded as "Diet Sprite Zero." Since then, it
has become"Sprite Zero (Sprite Z)".
 "Diet" was dropped from the product's name, to become simply "Sprite
Zero," when new logos debuted in June 2006.

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 Sprite Remix:
 Fruit-flavored variations first introduced in the United States in 2003. A
different flavor was available in 2004, and finally 2005.
 Its production has been around 11.6 billion bottles per year.
 The brand was discontinued in 2005, but was reintroduced into the Coca-
Cola productline up in spring of 2015.
 Sprite Ice:
 A mint-flavored Sprite that made its debut in Korea in 2002 as "Sprite
Blue," "Sprite Ice" in Canada, and '"Sprite Ice Cube" in Belgium in 2003.
 "Sprite Ice Blue" was introduced in Italy and mainland China in 2004, and in
Chile in the summer of 2005. There is also "Sprite Lemon Lime Mint."
 Sprite Duo: A variation of Sprite with lemon juice and less carbonation and
sugar that is available in Spain in cans and PET bottles. It was introduced in
spring 2007.
 Sprite on Fire: A ginger-flavored variation marketed as having a burning
sensation. It was introduced in Hong Kong in 2003. This flavor also debuted in
China in 2004. Available in some areas as "Sprite Finger Lemon."
 Sprite Super Lemon: Introduced in Hong Kong in 2003.
 Sprite Dry Lemon: Not available in U.S.
 Sprite Lemon Lime Herb: Not available in U.S.
 Sprite 3G: Introduced in 2007. An energy drink. Ingredients include glucose,
caffeine from green coffee beans and guarana. Sprite 3G has since been
discontinued in the UK.
 Sprite Recharge:An energy drink.
 Chinotto: Marketed as lemon-lime sodain some countries in South America as
a replacement for Sprite (Sprite uses the name "Chinotto" in countries such as
Venezuela). Its taste is very similar to Sprite.
 Sprite Super Chilled: Expected as early as 2008, special packaging and
vending machines were to produceice in the bottle when it was opened.[13]
 Sprite Green: Announced December 17, 2008, Sprite Green was to be
sweetened with Truvia (a natural zero-calorie sweetener made from stevia).[14]
 Sprite Cranberry: In October2013, Coca-Cola announced a new limited-
edition flavor called Sprite Cranberry and its diet version Sprite Zero

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Cranberry. It was available through the holiday until New Year's. In 2014 and
2015, it was available again. The variant competes with PepsiCo's Sierra
Mist Cranberry Splash.
 Sprite 6 Mix (aka Sprite LeBron's Mix): collaboration between Sprite
and LeBron James. Contains cherry and orange flavors in addition to lemon
and lime.
 Sprite Blast: A sweet and sour variation exclusive to 7-Eleven and sold only in
7.5 ounce single cans. It launched in the summer of 2014.
 Sprite Tropical: Sprite Tropical Remix has seen a rerelease in 2015. It was
released again in 2016.

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 SPRITE STOCK KEEPING UNIT (SKU) IN PAKITAN:
250 ML RegularBottle
250 ML CAN
330 ML CAN
500 ML PetBottle
1.5 Litre PetBottle
2.25 Litre PetBottle

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 COMPETITORS
 Sprite tends to be sweeter and it
can easily gulp.
 Sprite has no fizz
 Sprite is manufactured by Coca-
Cola.
 Sprite is high in calories.
 Sprite has no 100% natural flavors
as well as added colors or artificial
preservatives.
 Sprite relies on sodium salt.
 Sprite is the more lovable white
soda, ranked as the 6th most
popular beverage of 2013,
occupying 8% share of the
beverage market.
 Sprite has always exhibited a
brand personality of an
adventurist who seeks freedom,
desires to explore the world and
loves new experiences.
 7up is more carbonated and has a
stronger tangy taste, not easily to
gulp.
 7-Up has a lot of fizz
 7UP drink is made by PepsiCo.
 7up is low in calories
 7up has 100% natural flavors as
well as no added colors or artificial
preservatives.
 7UP makes use of potassium salt.
 7 Up didn’t even make it to the top
ten and apparently it had started
losing the game back in 2000
when it occupied just 2 % of the
market share.
 7Up has positioned itself as the
ultimate cooldrink with Fido
Dido.
SPRITE 7UP

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MARKETING STRATEGY OF SPRITE VS 7UP
According to Interbrand’s Best Global brands of 2013, Sprite holds the 69th
position with a brand valueof 5811 million dollars. Once again, 7 UP is missing
from the list of top 100 brands.
 SALIENT FEATURES OF THE DRINK
- Association with the youth
- Taste and Digestion benefits
- Transparent means Pure is Belief
- Lemon is natural
- Caffeine Free softdrink
- Clever advertising campaigns
- Refreshingly honest and irrelevant perspective on life
- Healthier than other carbonated Softdrinks

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 TAGLINES
- “Mirchi Ka Tadka Sprite se Bharka”
- “Maan Ki Maan”
- “Pyas ko Sprite Kar”
- “Sarak par Meri Chaap”
- “Nimbu Sodaki Thaaa”
- When thirst takes over...#SpriteYourThirst
- Hold that moment…if that moment is Sprite! #SpriteYourThirst
- Sprite your BBQ this Eid!
- Tune your thirst to Sprite!#SpriteYourThirst
- Bursting with the Sprite of life!#SpriteYourThirst
 FOOD PAIRING
- Spicy Desi Food
- Fast Food
- Milk to make “DoodhSoda”

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MEETING CHANGES AND CHALLENGES
TYPES OF CONSUMERS:
1. PERSONALCONSUMERS
Sprite has a big following of personal consumers as they are usually walk in
customers who grab the bottle or can of sprite to overcome their thirst or to refresh
them inspired with the taste or quality.
2. DISCOUNT DRIVEN CONSUMERS
Consumers who were not the frequent buyer of the Sprite are attracted due to some
exciting discount offers that the company launches time by time on different
occasions;ie. Ramzan. These discount offers are not only restricted to the end
users but it includes special discount schemes for “Organizational Consumers”
such as (Supermarkets, Restaurants, Etc.).
3. ORGANIZATIONAL CONSUMERS
Sprite has a very huge Market share as far as the organizational buying is
concerned; it includes Supermarkets, Restaurants, Stop Shops and especially in
universities and academies where they find their target market which is Youth
from age 14-35.
4. IMPULSIVE CONSUMERS
Exciting TV ads, enchanting billboards drive random consumers to try the product.
Sprite has a very strong marketing campaign and advertisement placements to
attract this group of consumers and making them fall in love for Sprite.
5. HABITUAL CONSUMERS
SOME of the families have affiliation with this Product. They prefer to have Sprite
with their meals, family gathering and BAR B QUE party.

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 SEGMENTIDENTIFICATION
Sprite will be marketed with main focus on the consumers who not only want to
drink mixture of water and carbonation but also prefer to gain some energy and
revitalization of physical and mental health therefore it will be marketed as
carbonated energy drink but those with more active life styles will be
specifically targeted.
1. Segment Needs
Sprite will be providing to both physiological needs (Hydration, refreshment and
energy) and social needs (perception of a social, enjoyable drink with a sense of
belonging within peer and consumer groups).
2. Demographic Segmentation
Sprite mainly focus on people with age range of 12 to 35 because research reveals
that people with this range are one of the major consumer groups of drinks but
marketing will also be carried out with target on elder people with the main aim to
make the Sprite a productfor all. According to family size, some of Mums and
Dads buy softdrink for their families. So Sprite segments its target market to aim
at those groups to purchase their products with low prices, and gain more profits.
3. Geographic Segmentation
The market is divided by location because it is assumed that the people who live in
the same area will probably have similar needs and wants, All states and territories
with focus on urban and metropolitan areas, both rural and urban areas.
 BEHAVIORAL SEGMENTATION
Marketing is performed in response to consumer behavior and taking into
account the trends in particular events and seasonfor example in summer
seasonby effective marketing more customers can be attracted and Sprite in the
events such as sports events by sponsoring sports and players more people are
attracted.

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 TARGETING
Sprite has targeted young people specially teenagers and students who wants to
be fresh and active throughout the day.
 POSITIONING
 Crisp, refreshing and clean-tasting
 Urban and straight forward style.

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CONSUMER RESEARCH
 PRIMARY RESEARCH
Information which we will collect from surveys, interviews from higher
management and employees of the company would be our primary research.
The primary researchobjective ofour study is:
-To obtain consumer insights regarding the consumption of “Sprite.”
 SECONDARYDATA
Reviewing pastresearch reports on the company and products, taking references
which are required to complete our research objectives
 Internal SecondaryData:
Tooknecessary information from the employees of coco cola Pakistan for our
research objectives.
 External SecondaryData
Did survey in different places in Karachi Pakistan, taking necessary data which is
required our report objectives.
Reviewing newspapers, books and taking company information from internet.
 QUALITATIVE RESEARCH
 Depth Interviews
We will take interview from higher management. We can identify the views and
ideas of higher management regarding product.
 Focus Groups
By reviewing and interviewing 10 employees of coco colaPakistan to take
necessary information which required for our report.
 QUANTITATIVE RESEARCH
 ObservationalResearch

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We will go to supermarket like hyper star, metro and imtaiz superstore to identify
the buying behavior of consumers.
 Surveys
Doing surveys in universities, supermarkets, and Taking necessary information
from the employees

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MOTIVATION AND DEFENSE MECHANISM
 INNATE VS. ACQUIRED NEEDS
Sprite serves boththe needs, satisfies the innate need by quenching the thirst
and acquired need by giving an opportunity to socialize with friends and think
fresh.
 GOALS
 Generic Goal:Obey your thirst and Thirst quenching drink.
 Product Specific goals:Consumers who prefer SPRITEwith the crisp of
lemon-lime over other fizzy drinks are straight forward, ambitious and stern
in their believes. They are self motivated and full of esteem.
 Positive Motivation
 Sprite is free of caffeine and food colors.
 It has transparency in its ingredients as well as appearance.
 Refreshing flavor can also be substitute as water in heat.
 Its fairness and transparency distinguishes it from other fizzy and colored
drinks
 Negative Motivation
Ignoring the ethical principles of communication and promoting street
language in the advertisement has given negative influence and motivation
in targeted segmentation.
Negatively motivating campaign: “SEEDHA BAAT, NO BAKWAAS”

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 RATIONAL VS. EMOTIONALMOTIVES
 Rationalmotive:
- SPRITE’S crisp and clean taste.
- Transparent in color and artificial additives free.
- Soothing to eye packaging and branding
 Emotional motive
 Ramzan campaign spirit and olpers
 Clearing the mind for fresh thinking and expression of individuality.
 Self-satisfaction of drinking a less harmful drink for health.
 New Needs Emerge As Old Needs Are Satisfied
When physiological need i.e. thirst is being satisfied by SPRITE. Consumers will
drink SPRITEto be socially accepted among their friends and to enjoy food on
special occasions.
 AROUSAL OF MOTIVES
 PhysiologicalArousal
- To stay healthy and fit caffeine free drink.
- Helps in digestion when one feels sick.
- Feeling of refreshment in scorching sun.
- Desert scene Armeena in desert thirsty, spirit fridge.
 Emotional Arousal
- SPRITE‘s campaign targeted towards youth
- MANN KI MAN,
- PYAAS KO SPRIRT KAR,
- MIRCHI KA TARKA SPRITESE BHARKA,
- IFTAAR KO SPRITEKARO, aroused emotions of the youth. Spirit gives
individuals authority to aim for their goals and be care free about their fears.

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 Environmental Arousal
This happens when consumers see billboards, broadcastand print ads of SPRITE
around their environment. Advertisers evoke with the help of television ads and
billboards.
 A billboard of SPRITEoozing with freshness on a busy road during
summers arouses the thirst of passers-by.
 LED Rickshaws celebrating colors or sprite and to ignite their cravings to try
this product.

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Systems of Needs
MASLOW HIERARCHY OF NEEDS
Self-
Actuali
zation
Inculcates confidence by telling the
youth to follow their heart- MANN KI
MAN”
Love/Belonging
Acceptability in social circle offriends
Safety Needs
Helps in digestion of food causing healthy
Physiological Needs
Satisfies thirst need
Satisfies thirst need
Introducing the idea of Self-
actualization by asking them
“KARNA KYA CHAHTY HO”
Self- Esteem

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Trio of Needs
Need of
Power
Need of
Achievement
Need of
Affiliation
MANN KI MAN – Gives
youth the power to decide
for themselves
Increases Social
Circle of friends
UNIVESITY OR
FRESHOLOGY-
Encourages fresh
thinking

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CONSUMER PERSONALITY
FREUDIAN THEORY
Sprite has targeted a basic physiological need of thirst (Id), but compels for it to be
satisfied in a socially acceptable fashion (Super-ego).
NEO-FREUDIAN PERSONALITYTHEORY(SocialRelationships)
Sprite targets the individuality in you, the importance of self-expression, obeying
and being true to your own self.
This is because its target market, which is the Gen Z, is a detached sort of a
consumer, who moves away from others becausethey desire independence, self-
reliance, self-sufficiency & freedom from obligations.
This generation is also less likely to be brand loyal so it is important to keep up
with their current karma.
Even though they value team-work, they seek individual recognition within.
TRAIT THEORY
 Consumer Innovativeness
They are highly innovative through their TV commercials and always seek new
choices and possibilities and willing to try out new propositions.
They are low on dogmatismwhich is the degree of rigidity displayed towards
unfamiliar things and are willing to take risks and try new things.
They have high optimum stimulation levels which mean that they are willing to
take risks, try new products and be innovative.
 Cognitive Personalityfactors
They are visualizers and attracted by digital breakthroughs. They pick up visual
cues placed in ads and are more interested in watching videos than in reading up
matter which owes to their short attention spans and consider huge chunks of
verbal info to be monotonous and non-interesting.
They have low NC and are attracted by celebrities and wish to belong to their
league

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CONSUMER MATERIALISM
They are highly materialistic and directed towards achieving and showing off their
acquired possessions. They desire to acquire a lot of things rather than a simple
lifestyle but this doesn’tlead to greater happiness as the desire to acquire more and
more overwhelms them.
COMPULSIVE CONSUMPTIONBEHAVIOR
Consumer’s addiction to fast food and CSD’s (Carbonated Soft Drinks) is giving
rise to health issues.
All of this is giving birth to a corrupt society with low moral values.
CONSUMER ETHNOCENTRISM
They are highly receptive to foreign products and accept anything which will
provide them with greatest utility.
BRAND PERSONALITY
Sprite brings out the individual in all of us and compels us to listen to our inner
voice.
Sprite echoes traits such as:
 Excitement (Spirited, daring to take risks, up-to-date and demanding the
latest of products and services)
 Competence (Reliable, successfuland intelligent enough to understand what
the teenagers are going through and ushering them forward to pursue their
dreams)
It is thought to be:
 Likable
 Fun
 Young
 Credible
 Refreshing
When consuming Sprite, they are directed by their self-image which means that
how they see themselves and think Sprite to be consistent with their personality
and likability.
BRAND PERSONIFICATION
If Sprite were to take human form, it would be of a spirited youngster, who is
compelled to follow his dreams and be able to achieve the best of which life has to
offer.

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MARKET SEGMENTATION AND STRATEGIC TARGETING
In Pakistan, Sprite is all the rage with its shrewd advertising campaigns “Man Ki
Maan”, “Sprite Nights” and “Sprite ka Tadkha”, “Man ki Maan” and “Pyas ki
Waat Laga” that have directly targeted teenagers and young adults who are
devoted food-holics.
Criteria for Targeting Selected Segments Effectively Met?
1. Identifiable:
The common needs of the teenagers are technology, social media, friends,
hangouts, fun but at the same time, they drive decisions, are career seekers,
motivated to achieve and seek to follow their dreams.
2. Sizable:
The current population of teenagers (Who make up the Gen Z), is 23 million
and growing rapidly, thus this segment is sizable.
3. Stable or Growing:
The teenager population is believed to be growing fast.
4. Accessible(Reachable in terms of Media & Cost):
Since this generation is technology-driven and has the highest social media
accessibility, where social media is a part and parcel of their lives, they are
highly accessible interims of media and cost reach ability as they are quick
to respond to propositions placed on the media.
The target market needs to be identified. The target market is the current/ potential
customers with similar characteristics. For ‘Sprite’, a new target market was
selected to take advantage of the fact that young males drink the most soft
drink. In this market, Sprite competes with other products such as Solo, Fanta
based on its market segmentation in four key areas: Demographic, Geographic,
Psychographic and Behavioral.
Demographic Segmentation
It is the division of the market into groups based on demographic variables such as
age, gender, family size, income, education. Main focus on people with age range
of 12 to 35 because research reveals that people with this range are one of the
major consumer groups of drinks but marketing will also be carried out with target
on elder people with the main aim to make the Sprite a product for all. According
to family size, some of Mums and Dads buy soft drink for their family events, so
Sprite segments its target market to aim at those groups to purchase their products
with low prices, and gain more profits.

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Geographic Segmentation
The market is divided by location because it is assumed that the people who live in
the same area will probably have similar needs and wants.
Behavioral Segmentation
Marketing will be performed in response to consumer behavior and taking into
account the trends in particular events and season for example in summer season
by effective marketing more customers can be attracted and in the events such as
sports events by sponsoring sports and players more people can be attracted.
Psychographic Segmentation
They share similar needs like technology, social media, friends, hangouts, fun but
at the same time, they drive decisions, are career seekers, motivated to achieve and
seek to follow their dreams.
Their AIO:
 Activities: spending time with friends, being highly active on social media
 Interests: food, fashion,
 Opinions: they believe that they should be the drivers of their own lives and
any pressure put on them is counted as a restraint to their self-actualization.
Benefit Segmentation
The USP of Sprite is ‘Ultimate Refreshment’ and this is benefit is well-
communicated in its advertisements.
TARGET MARKET
One of the major things in marketing is to design the marketing strategies to
recognize customer differences and present the offering in relation to the product
to the consumers by taking into accountthe consumers behavioral factors in the
context of consumers' perceptions, attitudes, requirements, preferences and
decision making.
SEGMENTIDENTIFICATION
Sprite will be marketed with main focus on the consumers who not only want to
drink mixture of water and carbonation but also prefer to gain some energy and
revitalization of physical and mental health.

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CONSUMER PERCEPTION
PERCEPTION
Perception is the process bywhich an individual selects, organizes and interprets
stimuli into a meaningful and coherent picture of the world in case of sprite the
perception is a refreshing drink that will kick start an individual’s after having it.
University of freshology campaign is an example of it.
SENSATION
Minimum sensation that sprite uses to attract their consumers is by applying a
lucrative cold sprite bottle picture mostly near parks, play grounds and on
restaurants. Sensation is the immediate and direct responseof the sensory organs to
stimuli. A stimulus is any unit of input to any of the senses. Sprite and its arch
competitor 7up continuously are contemplating on sensation application by
changing their marketing campaign and sometimes their display on the bottle and
on advertising.

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ELEMENTS OF PERCEPTION:
The Absolute Threshold
The lowest level at which an individual can experience a sensation is called the
absolute threshold. The point at which a personcan detect a difference between
‘something’ and ‘nothing’ is that person’s absolutethreshold examples of absolute
threshold is attached below.
Differential Threshold
The minimal difference that can be detected between two similar stimuli is called
the differential threshold, or the just noticeable difference (JND). Sprite from
starting has changed its bottles and can packaging in order to grab consumer
attention by applying differential threshold.
Subliminal Perception
Stimuli that are too weak or too brief to be consciouslyseen or heard may
nevertheless be strong enough to be perceived by one or more receptor cells. This
process is called subliminal perception. Sprite uses this marketing technique by
printing their ice cold bottle before entering restaurants or above the general stores
influences consumer to buy.
This ad before entering the restaurants urges consumers to have sprite with food.

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PERCEPTUAL ORGANISATION
Three of the most basic principles of perceptual organization are figure & ground,
grouping & closure in the below attached advertisement of sprite Ali Zafar,
Siddhartha, food and sprite provides continuous stimulus to the consumer and grab
their attention.
 Grouping
Individuals tend to group stimuli so that they form a unified picture or impression.
The perception of stimuli as groups or chunks of information, rather than as
discrete bits of information, facilitates their memory and recall sprite usually
groups young aggressive individuals, food lovers in their advertisements. 7up also
focuses on the same group by using tagline MANA LO FOOD KA LOVE WITH
& 7UP.

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7UP AD
 PERCEPTUAL INTERPRETATION
The interpretation of stimuli is also uniquely individual, because it is based on
what individuals expect to see in the light of their previous experience
,interpretation stapled with sprite is a drink which is refreshing, tastes great when
coupled with food.

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 Physical Appearance
SPRITEuses a bottle green in color to portray their image as a natural fresh
lime drink. Its competitor 7up also uses the same technique for their product.
• Stereotypes
Stereotype attached with sprite is that it is drink only for young aggressive
individuals. Ached with sprite is that it is drink only for young aggressive
individuals.
• First Impression
First impression with sprite is uses are a mandatory drink with spicy food to
enhance the taste. SPICYFOOD+SPRITE=COMPLETETASTE.
• Halo Effect
Sprite using HALO EFFECT under its brand umbrella it launches sprite 3g
and sprite zero which is not going good as comparable to the sprite itself.

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Faisal Town dey log, Sprite rally dey naal ek selfie ley kar bhej aur jeetley Sprite
goodie bag #NimbuSodaKiThaa
CONSUMER IMAGERY
Similar to the connections Coca-Cola and Fanta have to red and orange,
respectively, Sprite has “owned” green since its 1961 debut. Green has served as
Sprite’s primary color in its advertising, packaging, merchandising and more.
Green is classic and modern, and naturally crisp and clean. It’s never aggressive or
boring, and always cooland refreshing… just like Sprite.

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In fact, its status among the world’s most recognized brands can largely be
attributed to its signature green bottle. The bottle’s defining shape and signature
“dimples” make it one of the most unique and eye-catching packages in the market
Green is cool. “The most abundant hue in nature, the human eye sees more green
than any other color in the spectrum,” leading thoughts of safety, trust, healing,
refreshing & natural.
PRODUCT POSITIONING & POSITIONINGTECHNIQUES
Sprite Conveys the productin terms of how it fulfills a need, it goes to position
itself showcasing the innate need of quenching thirst and splatter a flavor of
sparkling lemon, with the tag lines “Pyaas ki waat lagado”, “Sprite bujaye pyaas”
and “Nimbu sodaki thaa”. In summers sprite seeks attention because of its
refreshing attribute. The tempting water splashing billboards on busy roads grab
attention of the consumers.
Sprite also positions itself as a sparkling drink to go along with food, with
messages like “mirchi pe lagao sprite ka tarka” and “mirchi ka tarka sprite se
bharka” tactics during special occasions like Eid ul Azha, Ramadan and wedding
seasons as its Pakistani culture that consumers prefer spicy food during these
occasions.
POSITIONING TECHNIQUES
 Positioning against competition- Sprite and 7-UP both are positioning their
productaround food. Sprite has now extensively positioned itself with Spicy
food.
 Positioning on a specific benefit- Thirst quenching is the ultimate benefit
that is being offered by SPRITE(SPRITE bujhayepyas bakisab bakwas)
 Conveying a productbenefit- Nimbu Soda ki Thaa....positioning SPRITE’S
Lemon crisp flavor.
 Taking an Un-owned Position- Introducing “Sprite chillers” by posting
recipes of drinks made out of SPRITEand other ingredients.

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 PerceivedPrice
Sprite establishes a specific image as a brand in the consumer’s mind in relation to
competing brands via its stable and market compatible pricing; sprite prices itself
as per the bottle company regulations in Pakistan equal to its competition.
 PerceivedQuality
The quality perceived by the consumers of sprite is majorly Intrinsic because
people actually experience the productin terms of taste, flavor, aroma, shape, size
and color etc. They consume sprite on the go as well as a regular household shared
soft drink.
Extrinsic cues of sprite as a brand to its consumers are positioned via CSR
activities, chaotic events (like Sprite Street Challenge), online games & giveaways,
social media page engagements and interactions maintaining brand responseto
consumers.
 RetailStore Image
CocaCola Co, provides good packaging conditions and branded cold storage
freezers as well as the branded shop label boards along with hoardings for all
retailers that sell sprite, maintaining a brand image more cleaner and certain
hygiene standards over PepsiCo (7up), sprite does not cater to much smaller shops
and retailers that could put the brand name under suspicion of its perceived quality
regardless of minute sales cuts, also because more benefits to the smaller retailers
involve a top over the competitors % cut of the retailer profit and even competitor
bribery via the distribution channels.
Sprite Can
300ML
Rs 45.00
Slim Can
250ML
Rs 30.00 Sprite
500ML
Rs 45.00
Sprite Zero
500ML
Rs 45.00
Sprite Bottle
1.5Ltr
Rs 80.00
Sprite
Bottle
2.25Ltr
Rs 110.00

35. 35
 Manufacture Image
The beverages are produced locally, providing employment to Pakistani citizens
and the productrange and marketing reflects Pakistani tastes and lifestyle.
 Brand Image
Sprite is a clear soda, lemon-lime flavored, caffeine-free soft drink, produced by
the Coca-Cola Company. It cuts through thirst, giving you sudden refreshment and
clears your mind to inspire fresh thinking.
PERCEIVED RISK
 FunctionalRisk: That productwill not perform as expected
 Physical Risk: Is to self & others that the productmay pose
 FinancialRisk: Is that the productwill not be worth its cost
 Social Risk: Is that the a poorproductchoice results in social embracement
 Psychological Risk: That a poorproductchoice will bruise the consumer’s ego
 TimeRisk: That the time spent in productsearch may be wasted if the product
does not performed as expected.

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CONSUMER LEARNING
Consumer learning is about how marketers try to teach its segments about:
 Where to buy
 How to use
 How to maintain
 How to dispose of products
And How Sprite gives a complete learning experience from pre-purchase to
purchase to post-purchase.
On sprite’s bottles and cans, there are complete nutritional facts for the consumers
who consume a fixed number of calories in a day, it specifies that Sprite is non-
caffeinated, after consuming, the bottle/can should be recycled, they give a help-
line number dedicated for consumer care, web-site address and also that it has no
artificial flavors.
All of this creates a positive learning experience and builds credibility for the
brand.
DISTRIBUTED LEARNING
Sprite makes use of distributed learning technique and acquires different time slots
on different channels to be able to reach to different audiences at different times
and if not through one channel, then through another.
The Range Of Learning Situations Includes
 Low Level of involvement for the product: Where the consumers have no
involvement.
 High Level of involvement: Where consumer have higher level involvement
for product.

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FOUR ELEMENTS OF CONSUMER LEARNING:
 Motivation: Unfulfilled need: thirst, need for refreshment
 Cues: Visuals showing an ultimate refreshment experience and quenching of
thirst
 Response: Purchase of Sprite to fulfill the need.
 Reinforcement: Since Sprite is successful in fulfilling its brand promise,
seeing the same visuals and feeling the same need leads to purchase and
consumption by consumer again.
 All of the above mentioned information combined with the visuals of
refreshment and thirst quenching lead consumers to feel an unfulfilled need
and those who greatly feel so are driven to purchase it. Since most of the
consumers feel that Sprite fulfils its brand promise of quenching thirst,
consumers are driven to purchase it again.
INSTRUMENTAL (OPERANT) CONDITIONING
Sprite has been an instrumental condition tool with specializing in one type
category but introducing sprite lime and sprite zero does gave it a classical
conditioning too.
STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING
 Repetition: Sprite has been a very active brand in terms of cues and
advertising and repetition of its ATL and BTL has kept its consumers from
forgetting the brand.
 Stimulus Generalization: Sprite lime and classical conditioning example of
product having same features but slightly different aspect to make it unique.
 Stimulus Discrimination: Sprite Zero has transparent bottle and colors
making is discriminative stimulus for consumers and stand out for
customers. Sprite has utilized the concept of stimulus discrimination by
producing variants within the umbrella of Sprite which are Sprite Zero and

38. 38
Sprite 3g to provide the consumers with choices within the same Sprite
brand to avoid consumer switching.
LEARNING THEORY
For most consumers, Sprite will be a behavioral learning experience which is
results of exposure to information and stimuli. When consumers are exposed to ads
of Sprite, they’ll learn to respond to them (Since Sprite is fulfilling its brand
promise)
For the health conscious consumers however, it might be a cognitive learning
experience which they’ll undergo after processing all the nutritional facts,
ingredients etc.
IMPLICATIONS OF BEHAVIOURAL LEARNING
Sprite makes use of classical conditioning to elicit consumer response. The
stimulus is thirst and refreshment and response is consumption of Sprite to quench
the thirst. So thirst and need for refreshment reminds of Sprite. Their University of
Freshology, pyaas ki waat laga and a lot other campaigns are directed at
reinforcing this message.
Instrumental conditioning is this that the brand which performs is learnt. Since
consumers feel Sprite fulfills its brand promise of providing refreshment and
quenching thirst, thus Sprite is learnt in relation to thirst. This means that thirst
reminds of Sprite.
 Reinforcement: Sprite makes use of negative reinforcement since it shows
people in situations where they’re unable to respond to the situation at hand
because are irritated due to the summer heat, had spicy food and need a
refreshing drink to put off the burning caused by the spices, and they show how
by consuming sprite, you made the best of the situation or in other words, they
show Sprite as the hero or savoir in their ads.

39. 39
 Extinction and Forgetting: Sprite continuously holds activities and events,
one of the most popular ones was the one stemming from the ‘Pyas ki waat laga
do’ campaign of Sprite which showed a fun summer sport of ‘fly-boarding’. A
contest was held in college and universities all across Pakistan, the winner of
which would get a chance to do fly-boarding in Dubai.
Another campaign of Sprite digital campaign; “KARNA KIA CHAHTAY
HO/WHAT DO YOU WANT TO DO?” to energize the youth around us, inviting
them to break free from a world of norms and do what their heart tells them to do.
Thus through giving the target market what they seek, Sprite makes sure it doesn’t
face extinction and forgetting.
 Involvement: Sprite has kept its involvement high in consumers by repetition
of endorsement and advertisements, Introducing University of Freshology,
Sponsoring different events to create hype and goodwill.
Measuring Involvement through Advertisements
One of the questions in our questionnaire on Sprite was ‘Do you remember the
slogan? If yes, write it in the box below’
This question revealed to us how engaging Sprite ads are for consumers. Since
40% of the respondents remembered the slogan, Sprite has near average
engagement through its ads.
CELEB ENDORSEMENTS
Sprite endorses celebrities like Meesha Shafi, Armeena Khan who are popular and
aspired among teens. This brings out Sprite as an authentic youth brand and one
which they can associate with.
AIDED VERSUS UNAIDED RECALL
One of questions in the questionnaire was write three soft-drink brands in order of
your preference. This was an unaided recall question and the number of times
Sprite was quoted is the unaided recall for Sprite. 64% quoted Sprite but only 20%
put it as their first preference. This shows unaided recall for Sprite is high.
Aided recall questions were like ‘how often do you consume Sprite’, ‘How often
do you see ads of Sprite’ etc.
Most consumers say they see ads of Sprite often and majority said they drink
Sprite rarely. This shows that brand recall is high but actual consumption is low.

40. 40
BRAND LOYALTY
A successful implementation of consumer learning with combination of value for
money and satisfaction of needs and wants marketers are have gained a pattern of
consumer behavior where consumers become committed to brands and make
repeat purchases from the same brands over time. Loyal customers consistently
purchase products from their preferred brands, regardless of convenience or price.
BRAND EQUITY
Sprite being owned by the giant Coca-Cola group has gained a lot more Brand
equity creating value to the entities name going hand in hand brand loyalty. It is a
well known and trusted drink.

41. 41
CONSUMER ATTITUDE FORMATION AND CHANGE
This chapter is focused on the impact of attitude on consumer buying behavior. We
have taken some information through focused groups, interviewed sessions and
interpretation done by us.
TRI-COMPONENT MODEL OF ATTITUDE
1. Cognitive: Sprite is known for as the best lemon-lime soda. Sprite is a
colorless, clear, lime flavored, non-caffeinated cold drink. It immediately
differentiates itself from other cold drinks which are mostly colored.
2. Affective: According to the mind of consumer. Consumer feels that
sprite is known as refreshing drink. An ideal drink for people of all ages
and for all events such as an ideal drink for youngsters, families, parties,

42. 42
social gathering, sports etc. Nowadays mostly used after eating spicy
food.
3. Conation: This shows us the repeating purchases and buying behavior of
sprite.
ATTITUDE TOWARDS OBJECT MODEL
Attitude is function of evaluation of product-specific beliefs that sprite is known as
the refreshing drink with non-caffeinated cold drink. It relaxes the consumer and
refreshes them. This attitude translates into sales of Sprite.
ATTITUDE FORMATION
With our particular research regarding this product the result of personal
experience of this product Sprite. After when consumer drinks sprite. Consumer
feels like he/she is refreshed which creates a positive attitude is towards brand.
According to family influences mostly sprite is used in occasions, parties and
social gathering. Also, recently it is believed that black drink is hazardous to health
which is causing increase in consumption of white drink.
Sprite is also known for the wide campaign product. Sprite is all the rage with its
shrewd advertising campaigns “Man Ki Maan”, “Sprite Nights” and “Sprite ka
Tadkha” that have directly targeted teenagers and young adults who are devoted
food-holics.
It endorses celebrities like Meesha Shafi, Ali Zafar, Siddhartha Malhotra and Shan
Pollack who are highly popular among youth and is considered to be fun, hip and
popular, characteristics in line with those of Sprite.
All of the above combined, creates a positive attitude for Sprite.

43. 43
MOTIVATIONAL FUNCTIONS
1. Utilitarian Function: Sprite is known as the utility of refreshing cold
drink and quenching thirst.
2. Value Expressive Function: Sprite shows us the refreshing drink for
adults, students, cool. Music lover and desi food lover which make them
all motivated by providing aspiration and confidence of this brand.
3. Knowledge function: It Sprite is not available what should I do, Should I
buy 7up or not. What should we as consumers do?
ATTITUDE CHANGE
Changing relative evaluation of attributes:
Soft drink consumption has increased substantially over the last 50 years and it has
been established that people have large amounts of soft drinks regularly. Caffeine
is a stimulant that is found in soft drinks. In large amounts, can have detrimental
effects on your health but it also has numerous benefits. Caffeine stimulates your
central nervous system, helps breakdown fatty acids in your liver, boost your mood
and alleviate headaches. Carbonated water is a primary ingredient of soft drinks.
Changing brand beliefs
Sprite particular cold drink is known for as the non-caffeinated cold drink product.
Also, their tagline ‘PAYAAS KO SPRITE KAR, NIMBU KI SODA is a hint at
that other drink might provide refreshment, but Sprite by far provides THE BEST
and absolute refreshment drink.
In the rest of the world except Pakistan there are a lot of other attributes have been
added to Sprite super lemon, dry lemon, green, cranberry, 6mix, remix etc. While
if you compare Pakistan, these are some of variants in Sprite
1. Sprite Zero,
2. Regular Sprite
3. Sprite 3g,
4. Sprite in 250ml, 500ml, 1 liter, 1.5 liter and 2,25 liters
5. Tin Pack of 330 ML

44. 44
Sprite is majorly marketed as a refreshing drink for its consumers. It uses the color
green for its packaging which is the color of plants, trees or greenery. It relaxes the
consumer and refreshes him.
PERIPHERAL ROUTE TO PERSUASION
Sprite is a high involvement product, launching advertisements like with celebrates
like Ali Zafar, and Siddhartha Malhotra “Mirchi Ka Tarka” which makes
youngsters more motivated and inspirational towards brand. In the ad campaign
Ali Zafar takes Siddhartha Malhotra on a Lahore tour where they taste the best
Lahore food and on top of it add the Sprite ka tarka to it.
CHANGING BELIEFS ABOUT COMPETITORS’ BRANDS
Sprite has always exhibited a brand personality of an adventurist who seeks
freedom, desires to explore the world and loves new experiences. What first started
with just a thirst quencher, Coca Cola’s white soda now poses itself as a no-
nonsense, refreshing drink.
However, since its inception 7Up have positioned itself as the ultimate cool drink
with Fido Dido as its universal mascot. In recent years, the lemon-lime beverage
by PepsiCo revised its marketing, positioning it as a perfect companion for spicy
food.

45. 45
FAMILY AND SOCIAL CLASS
CONSUMER SOCIALIZATION
Since the objective market is for the most part the young, youths have a tendency
to depend more on companions, for example, companions and schoolmates, this is
the focal topic of Sprite-hanging out.
STAGE OF FAMILY LIFE-CYCLE
Sprite is chiefly gone for individuals in the principal phase of their family life-
cycle, which is the bachelorhood. Freedom is the most basic phase of the family
life cycle. As you enter youthful adulthood, you start to isolate sincerely from your
family. Amid this stage, you endeavour to wind up distinctly completely ready to
bolster yourself inwardly, physically, socially, and fiscally. You start to create one
of a kind qualities and attributes that characterize your individual personality.
Figure out how to consider yourself to be a different individual in connection to
your unique family-guardians, kin, and more distant family part in which they have
constrained duties and money related commitments so they can spend on home
bases and recreational exercises with companions.
SOCIAL-CLASS
Sprite is devoured by the rich and in addition poorpeople. So it doesn'thave a
place with a specific social class. This is the point of each brand, to be devoured by
every single social class.
A few advertisements however demonstrate scenes of fun and entertainment which
remains constant for the upper-lower and upper-middle privileged societies like
their promotion demonstrating the fly loading up game.
Likewise since it prompts quick need satisfaction, which is revitalizing and
refreshment, the poorcan't bear the costof a Sprite each time they feel parched.
GEO-DEMOGRAPHIC CLUSTERS
Sprite has geo-statistic bunches which is urban occupants in their adolescents.

46. 46
CONSUMERS AND THE DIFFUSION OF INNOVATIONS
Sprite, as one of the leading brands in the category of white drinks, is strenuously
working over innovation in order to axe its competitor 7up. Sprite zero, sprite 3g,
transformation of cane from thick to thin are all the examples of innovation.
 DIFFUSION PROCESS
1. INNOVATION
Product-oriented definitions
This approachfocuses on the features inherent in the productitself and the effects
these features are likely to have on consumers’ established usage patterns. Sprite in
this term has distinguished itself as lime drink as its core feature.
 Continuous innovation: Sprite continuously involved in innovation some
time in its feature like positioning as an energy drink under the umbrella of
sprite 3g.
 Dynamically continuous innovation: Basic purposebehind sprite was to
quench the thirst with lemon refreshing drink. But sprite dynamically
continuously innovated itself by omitting sugar in the form of sprite zero.
Product characteristics that influence diffusion
All products that are new do not have equal potential for consumer acceptance.
Some products seem to catch on almost overnight, whereas others take a very long
time to gain acceptance. Sprite 3g was amongst these inventions but couldn’t cope
up the consumer’s need that’s why it has been discontinued from the Pakistan
market.

47. 47
Market-Oriented
A market-oriented approachjudges the newness of a productin terms of how much
exposure consumers have to the new productsprite through social media, by
hoarding and sometime in the form of sprite cricket nights reach their consumers
out to ensure the maximum output.
The Innovation Product Characteristics
1. Relative advantage:The degree to which potential customers perceive a new
productas superior to existing substitutes is its relative advantage consumers
in Pakistan are almost every quarter being persuaded to think about the
relative advantage sometimes by slogan “MIRCHI KA TARKA” sometimes
by ad like “OLPERS DOODH SODA WITH SPRITE”
2. Compatibility : The degree to which potential consumers feel a new product
is consistent with their present needs, values and practices is a measure of its
compatibility SPRITE’S elevating sales depicts it promise keeping with its
consumer.
3. Complexity: The degree to which a new productis difficult to understand or
use, affects productacceptance. Clearly, the easier it is to understand and use
a product, the more likely it is to be accepted sprite 3g in the presence of
energy drinks like red bull was complex for users to digest that’s why
couldn’t prosperin that category.
2. THE CHANNELS OF COMMUNICATION
How quickly an innovation spreads through a market depends to a great extent on
communication between the marketer and consumers sprite uses every channel for
its productcommunication like TV, social media and word of mouth through
hoardings. Sprite NIGHT CRICKET campaign depicts its word of mouth
communication and likewise TV ads and Social media campaigns are also parallel.

48. 48
3. THE SOCIAL SYSTEM
In order to target more consumers with a similar sort of mind marketer target
social system to grab the maximum out of the time sprite zero targets the social
system of those people who are mostly curious about their health and fitness.
Through sprite night cricket campaign sprite targets people who are young
energetic and sportlover through social system marketer aims to target more
people through word of mouth.
4. TIME
Time is the backboneof the diffusion process sprite is always very vibrant about
hitting the right time olpers doodhsodawith sprite was aimed to target people who
are seeking refreshment after Iftar in Ramzan was hitting exactly at right time
At the start of summers consumers are continuously been hitting by several ads
was exactly like bowing the arrow in the right time.

49. 49
STAGES IN THE ADOPTION PROCESS
1. Awareness:sprite creates awareness through hoardings, social media, mass
gathering and seasonal campaigns.
2. Interest: After creating awareness people starts taking interest in the product
just like after creating awareness of MIRCHI KA TARKA marketer persuade a
consumer’s interest that sprite tastes good with spicy food.
3. Evaluation: Consumer evaluated the campaign and went to try the sprite with
spicy food and evaluated that sprite and spicy food are parallel.
4. Trial: After the campaign of sprite doodhsodaconsumer went on trial basis and
some find it fantastic are using that still.
5. Adoption (Rejection): Sprite is largely adopted by the consumers, indicators is
their continuously elevating sales.
CONSUMER INNOVATORS
This can be defined as the relatively small group of consumers who are the earliest
purchasers of a new productsprite 3g was initiated marketer targets this group and
through word of mouth it reaches out to maximum people for example new bottle
of sprite 3g which changes its color as it gets empty targets the innovator and as an
opinion leader they target the maximum out.

50. 50
CONSUMER DECISION MAKING AND BEYOND
LEVELS OF CONSUMER DECISION MAKING
1. Routinized ResponseBehavior
Sprite consumers possessroutine responsebehavior, as they repeatedly buy the
same drink based on their pastexperienced, Brand recognition plays a large role in
consumer routine responsebehavior, it is also directly proportional to the
performance of the product.
MODELS OF CONSUMERS:VIEWS OF CONSUMER DECISION
MAKING
1. An Economic View
Keeping in view this decision-making model sprite has a very firm strategy as the
drink is very economic friendly, it has been consumed by almost every class (Poor,
Middle class & Upper class). Even if the consumer has very little information or no
information they can easily make a decision to buy the drink due to its price factor.
2. An Emotional View
This model has been used by Sprite through its ads campaigns where they always
connect with the emotions of youth with different taglines and ideas which drives
them to select the drink that understand their emotions.
Karna Kia Chatay Ho
Sprite Pakistan launched a video which was made after the realization that
everyday young Pakistani students go to pursue their careers and Sprite wanted to
know how many of them actually follow their dreams and how many don’t. So,
they asked few people about #KarnaKiaChahtayHo?

51. 51
PRE-PURCHASE SEARCH
Sprite has made it very easy for its consumer when it comes to pre-purchase search
before buying the product, all the information regarding ingredients and company
profile is easily available and reachable on internet at their website.
Also, the ingredients are mentioned on packaging of productso that a consumer
can also review all the information before deciding to purchase.
Information is also transferred through billboards, pamphlets and other media.

52. 52
EVALUATION OF ALTERATIVE
LEMON LIME SOFT DRINKS
EVOKED SET
Sprite
7 Up
Inert Set
Gourmet Lemon
Up
Inept Set
ZAMZAM LEMON

53. 53
CONSUMER DECISION RULES
Decision Rule Mental Statement
Compensatory rule
Some Consumers Select Sprite despite
they know that the soft drinks are not
good for health but still the Taste and
digestion factor overweigh the bad
characteristics of drink
Disjunctive rule
Some Consumers select sprite just
because they like the taste
Lexicographic rule
Youth has a great connection with this
drink and chose this drink as a social
status which suits their personality
Affect referral rule
Sprite has a better rating as compared to 7
Up on many web sites, many consumers
who make decision under this rule they
also get attracted towards Sprite

54. 54
OUTPUT OF CONSUMER DECISIONMAKING
 Trial purchases
Based on Ads and other information available on web site Consumers can easily go
for trial purchases and they can easily start with Smallest SKU available which is
very economical and affordable for almost every social class.
 Repeatpurchases
Once the taste is developed consumers go for repeat purchases, in case of sprite
they have a huge amount of repeat purchases.
 Postpurchase Evaluation
Depends a lot on the experience of the consumer with regards to the products,
some consumers have a great experience with drink they find it tasty and
refreshing and has neutral feelings, some of them has an extra ordinary experience
which creates Positive Disconfirmation and some of them finds the performance of
productbelow the expectation resulting negative disconfirmation.

55. 55
REFERENCES
1. Schiffman, Leon, Leslie Kanuk, and S. Ramesh Kumar. Consumer
Behavior. Tenth ed. 2015.
2. Coca-colaJourney. (n.d.). Retrieved July 22, 2015. http://www.coca-
colajourney.com.pk/brands/coca-cola
3. The SodaFactory-Sprite. (n.d.). Retrieved July 22, 2015, from
http://people.cs.pitt.edu/~mehmud/cs134-
2084/projects/Team7/sprite.html
4. http://www.sprite.com.pk/en/home/