Modelling soft drink purchasers' preferences for stimulant beverages

The main objective of this study was to identify the optimal extrinsic and intrinsic attributes, in terms of new product design, for a range of novel stimulant beverages targeted at specific market segments. A conjoint‐based survey was administered to 400 purchasers of soft drinks in Cork between September and November 2004. This research identified new market segments for stimulant beverages beyond the consumer groups traditionally targeted with stimulant drinks. New product development (NPD) opportunities exist for innovative stimulant juice‐based beverages positioned on a platform that emphasises functional refreshment and naturalness. Understanding consumers’ choice motives and value systems, through the integration of the voice of the consumer during the concept stage of the NPD process, can lead to increased new product success. This research can assist soft drink manufacturers optimally design a range of stimulant juice‐based beverages, and provide guidance for effective positioning and pricing strategies of innovative functional beverages.