Customers' Needs in the Dutch Sports Nutrition Market
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2022
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AUTHOR-SUPPLIED ABSTRACT: Abstract: This research paper focuses on identifying customer needs in the Dutch sports nutrition market and exploring the factors that influence customer purchasing decisions. It also examines how brands satisfy customer wants and needs by using a customer journey. The study centers around NXT Level Sports Nutrition, a Dutch sports nutrition brand, as an example of how brands can fulfill customer wants and needs. The research begins with a company and market overview, followed by a literature review on branding concepts, customer wants and needs, and the customer decision-making process. The marketing mix (4Ps) and customer journey are utilized to analyze the results and provide future recommendations for NXT Level Sports Nutrition. The research methodology includes desk research through literature reviews, internal and external analyses, and field research conducted in the form of interviews. The findings indicate that (potential) customers require educational content about sports nutrition before considering a purchase. The results also highlight the impact of branding on (potential) customers, particularly during the consideration phase. The ultimate purchasing decision is significantly influenced by product, price, place, and promotion. Understanding customers' wants and needs enables brands to personalize marketing strategies and cater to specific target audiences. Keywords: customer needs, sports nutrition market, customer purchasing decisions, branding, customer journey, NXT Level Sports Nutrition, marketing mix, 4Ps, target audiences, literature review, customer decision-making process, desk research, field research, interviews