SEGMENT SPECIFIC MARKETING ACTIVITIES OF BEVERAGE INDUSTRY

AUTHOR – GEETHESH KUMAR K, STUDENT AT GLOBAL INSTITUTE OF BUSINESS STUDIES

BEST CITATION – GEETHESH KUMAR K, SEGMENT SPECIFIC MARKETING ACTIVITIES OF BEVERAGE INDUSTRY, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 306-320, APIS – 3920-0007 | ISSN – 2583-7230

ABSTRACT

This research investigates the effectiveness of segment-specific marketing activities within he dynamic Indian beverage industry. Driven by increasing competition and evolving consumer preferences, beverage companies are recognizing the need to tailor their marketing efforts to distinct consumer segments. This study examines how segment-specific strategies, including product innovation, digital marketing, culturally adapted messaging, sustainable packaging, and experiential marketing, influence consumer engagement, brand preference, and ultimately, brand loyalty. A quantitative approach employing Partial Least Squares Structural Equation Modeling (PLS-SEM) is used to analyze data collected from a purposive sample of 300 Indian beverage consumers. The research adapts and extends the Technology Acceptance Model (TAM) to frame the relationships between segment-specific marketing activities (treated as the “technology”), perceived usefulness, perceived ease of use, cultural relevance, perceived sustainability, consumer engagement, brand preference, and brand loyalty. The findings reveal that segment-specific product innovation, targeted digital marketing, and culturally relevant messaging significantly impact consumer engagement and brand preference. Furthermore, sustainable packaging positively influences the purchase intentions of eco-conscious consumers, while experiential marketing fosters brand loyalty among the youth segment. This research contributes to a deeper understanding of the critical role of segment-specific marketing in the Indian beverage industry and provides valuable insights for companies seeking to optimize their marketing strategies for enhanced market penetration and customer relationship building. The adapted TAM framework offers a useful lens for analyzing consumer acceptance of marketing innovations in emerging markets.

Keywords: – Segment-Specific Marketing, Beverage Industry, India, Consumer Behavior, Partial Least Squares Structural Equation Modeling (PLS-SEM), Technology Acceptance Model (TAM), Digital Marketing, Cultural Relevance, Sustainability, Experiential Marketing, Brand Loyalty, Consumer Engagement, Brand Preference, Market Segmentation, Emerging Markets.