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Abstract:
The market of juices and soft drinks in Burkina Faso is growing and it knows a quick innovation. However, marketing research in the area is very limited (Nasse et al., 2019). The present research is an overview of the market of juices and soft drinks in Burkina Faso, in order to bring out some the consumer preferences and the different factors that are influencing the juice and soft drink consumption, in order to give tips to optimize any marketing strategy. The present research is a qualitative approach and it uses descriptive statistics. The results show that consumers in Burkina Faso prefer natural beverages to industrial drinks, while they buy them massively (because they are cheaper and more available). The results also show that the nature of the juice and soft drink influence consumption and that some factors such as friendship, power, pleasure and thirst influence the consumption of juice in the context of Burkina Faso
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