Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

39

Lipton

Fitness among the urban youth is getting important in the digital age (ET Bureau, 2017). When we think of fitness among youngsters, it could be with respect to their lifestyles that include their exercising schedules and their eating habits; and when it comes to eating and drinking habits, there are a number of options for today’s youngsters. In fact, the options are so many that the target segment can either get into indulgence at one end or they can choose dietary habits that will enhance their fitness at the other. One of the fundamental changes in the environment is the awareness about fitness before it becomes too late. Beverages such as tea and coffee have been a part of the culture. Given the changing environment, the younger ...