Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
When Coors came out Rocky Mountain Sparkling Water in 1990, they made the choice to keep the Coors brand on the front. This made consumers feel weary about drinking and driving after having a nice bottle of water. The other factor in the poor sales of this item was the flavor choices: lemon-lime and cherry. It could have had a better response if it was plain water, but the world may never know. According to this article, there was at least one fan of the product, but that could not stop the downfall.
http://content.time.com/time/specials/packages/article/0,28804,1913612_1913610_1913525,00.html
This product tested the loyalty of Coors’ customers, and it seems they wanted nothing to do with it. They like their barley and wheat. Coors ended up stopping production and pulling the product seven year later in 1997. I guess they’re sticking to what they do best. This product is on the list of 25 worst product flops.
Allison Ghimenti 