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LUMA Market Insights Quiz

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LUMA Market Insights Quiz

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About this activity

Market insights for LUMA

Created by

Laura Avila
Laura Avila
Colombia

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LUMA Market Insights Quiz
 

LUMA Market Insights QuizOnline version

Market insights for LUMA

by Laura Avila
1

What is the strongest category opportunity?

2

Which flavor should LUMA launch first?

3

Which tested price generated the strongest purchase intention?

4

Which positioning is best supported by the evidence?

5

Which communication problem must LUMA solve?

6

Which conclusion would be an overclaim?

7

Which is a valid research limitation?

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The category evidence shows interest in flavor and lower sugar, not luxury or replacing water.

Lulo-Lime received the highest preference at 45% and was described positively in the focus group

Purchase intention was 68% at COP 4,500, compared with 43% and 19% at the higher prices.

This positioning combines the quantitative category opportunity with the qualitative reactions.

Some participants expected sweetness and confused sparkling water with soda.

The study cannot support a statement about every Colombian consumer.

Stated purchase intention does not necessarily predict actual purchasing behavior.

 
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