DefinePK

Abstract

From a field study, part of which consists of consumer surveys of fruit juices "hand in hand", we make an overview of the market of juices and sweets in Burkina Faso, its characteristics (to take into account by a newcomer), and in particular we build the consumer profile (characteristics, preferences, loyalty), in order to give tips to optimize any marketing strategy. We found that consumers in Burkina Faso say they prefer natural beverages to industrial drinks, while they buy them massively (because they are cheaper and more available). Particularly sweet food supplements, they cause certain health risks that the consumer neglects. As it is a very fast-growing market, it makes enormous opportunities for the manufacture and distribution of new products. But beware, the Burkinabe consumer is very loyal to his/her brands, and to succeed, the marketing mix should be adapted to the characteristics of Burkina Faso.