How Generation Z Perceived Tumbler: A Marketing Mix Study

DOI

10.2991/978-2-38476-340-5_18How to use a DOI?

Keywords

Tumbler; Drinking Bottle; Marketing Mix; Generation Z

Abstract

The increasing volume of waste, particularly plastic, is a major environmental concern globally, with Indonesia being one of the largest contributors. In 2021, Indonesia produced 68.5 million tons of waste, 17% of which was plastic. Projections suggest that without intervention, this plastic waste could triple by 2040. This rising concern is driving shifts in consumer behavior, particularly towards eco-friendly products, and promoting the concept of green consumerism. Businesses are responding by offering sustainable products, such as tumblers, which have gained popularity due to their environmentally friendly attributes.

This study aims to explore Generation Z's preferences for tumbler products, using the marketing mix framework (product, price, place, and promotion) to understand their purchasing decisions. A quantitative method was employed, gathering data from 105 university students using a Likert scale-based questionnaire. The results highlight that quality, price-to-value ratio, promotional strategies, and distribution channels significantly influence consumer choices. Most respondents are satisfied with the quality and packaging of tumblers, and promotional strategies, particularly social media campaigns, play a crucial role in driving purchasing behavior. This study sheds light on how businesses can cater to the eco-conscious Generation Z by aligning their marketing mix with consumer expectations.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dwi Rahmawati
AU  - Destiana
PY  - 2024
DA  - 2024/12/25
TI  - How Generation Z Perceived Tumbler: A Marketing Mix Study
BT  - Proceedings of the 6th Open Society Conference (OSC 2024)
PB  - Atlantis Press
SP  - 199
EP  - 215
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-340-5_18
DO  - 10.2991/978-2-38476-340-5_18
ID  - Rahmawati2024
ER  -