Characteristics Affecting Consumer Behavior

Characteristics affecting consumer behavior: customers of every religion, culture and social class purchase it even low-income people. Households and families purchase Rooh Afza, some customers purchase because of their superstars like Shahid Afridi and Junaid Jamshed advertise it. health conscious people also buy it frequently.  

Buying Decision Behavior: customers have habitual behavior because customers rely on us, purchase frequently, and do not pay more attention to other products and it is also available for both high- and low-income level families.

Market Segmentation:  we have segmented our market into four different segments.

• Geographic Segmentation: Rooh Afza is expanded all over the country, in all provinces of Pakistan. It is highly demanded in Summer between march to October. It is also now sold in India and U.A.E.
• Demographic Segmentation: Consumers of all ages, male or female, every type of occupation with no discrimination on religious base. Even a low-income individual can purchase the small pack of Rooh Afza.
• Psycho graphically: Rooh Afza having high quality, will affect the buying behavior of life styles of people, who do not drink energy drinks having caffeine and artificial tastes.
• Behavioral segmentation: As our product is 100% natural, so people being loyal, do not shift from Rooh Afza, therefore its usage rate is always significant in summer and Ramadan due the energy it gives by drinking.  [pic 1]

Convenience product: Rooh Afza is a convenient product as people frequently purchase it, and they do not do any planning before purchasing, and families purchase it almost weekly. It has also a large target market, therefore it is available whole year in retailer and wholesaler shops. It has also been a part of people’s life, so they have attached towards it and always buy it without thinking.

Product attributes: Rooh Afza is a refreshing and delightful drink good for satisfying the thirst, heatstroke and after doing exercise or after playing in the hot summer day. Core benefit: it is used as drink and can reduce dehydration due to minerals that it possesses. Actual Product: It is sweet, rose flavored, fragrant, and healthy. It can be mixed with water and milk, also used in making ice cream and falooda. Rooh Afza drink is packed in the plastic bottles of different sizes with long golden colored cap on it. A picture of fruits is also attached on the bottles, which is same for last hundred years. It has very high quality, its quality is constant from the start till today. Augmented layer: it has no expiry date, sold at affordable prices, and discounts are also given on purchasing large quantity, and mostly in month of Ramazan discounts are given to the customers.