CUSTOMER
IDEAL CUSTOMER PROFILE Since SodaStream is an appliance, the ideal customer is of the older millennial and baby boomer generation owning a home or living on their own; people usually buy appliances for their own space, and a younger millennial will not buy one for his parents’ house. The ideal customer profile is a health conscious male or female who enjoys carbonated beverages; they have found the healthy alternative in SodaStream; SodaStream consumers are active and in shape, or are looking to be. They enjoy healthy and organic foods and are also environmentally friendly.

NEED ANALYSIS
The needs of the ideal customer are to have a carbonated beverage that is healthy and taste great. They want this drink to be convenient, meaning they can do it quickly and whenever they want. They are hoping that this beverage can be made exactly how they like it, and that the brand coincides with their eco-friendly beliefs by them using sustainable practices.

PERCEPTIONS
The current perceptions regarding the Carbonated Soft Drink & Liquid Refreshment industry is that the beverages are not good for one's health; this perception, combined with the obesity epidemic in the United States has allowed the consumption of these beverage to decrease. Another perception is that the leftover cans and plastic bottles are polluting the environment; about 1 billion cans worldwide. On the other hand, consumers perceive the CSD industry to have greater taste and emotional connection, while SodaStream edges on perceived health benefits and eco-friendliness.

EXPECTATIONS
The expectation of SodaStream customers is that it will help them maintain or achieve a healthy lifestyle. They don’t expect SodaStream to compare to with Coca-Cola or Pepsi in terms of taste, but they do know that using it will prevent pollution more than the CSD leaders even can; and their SodaStream