ICE-BEES 2018 International Conference on Economics, Business and Economic Education 2018 Volume 2018 Conference Paper Analysis of Sugar-Free Claimed Beverages and Its Potential Customers Joanne Sunarisa School of Business and Management Institute Technology of Bandung Abstract According to Ministry of Health Republic of Indonesia, obesity and diabetes have increased significantly within 31 provinces in Indonesia. To avoid these two food- related diseases, people start to be health conscious and show their interest of healthy eating. As a result, more and more beverages companies participate in the healthy trend and develop many healthier drinks with sugar free label to respond the market. Thus, the study is executed in order to understand sugar free beverages market and understand the effect of sugar free label on packaging toward purchase intention. The research is conducted in the form of online questionnaire and experiment to 149 respondents domiciled in Bandung, Indonesia. The questionnaire data is analyzed using cluster analysis. It shows that there are 4 clusters which have distinctive demographic, psychographic, and behavioral characteristics toward sugar free beverages market. The experiment is analyzed using paired t-test and indicates that sugar free claims on beverages packaging increase peoples willingness to buy. This study is expected to help sugar free beverages industry to target the right customers and apply appropriate strategy according to the potential customers characteristics. Keywords: segmentation, cluster analysis, purchase intention, experimental, sugar- free beverages 1. Introduction Health problems that occur as the main effect of too much sugar consumption are obesity and type 2 diabetes [1]. Obesity is a condition where calories accumulate inside the body in the form of fat which can lead to other mortal diseases such as diabetes. Adults are considered obesity when they have Body Mass Index greater than or equal to 30kg/m2 [2]. Based on the data from Ministry of Health Republic of Indonesia in 2013, 14.76% of Indonesian people suffer from obesity and it is 32.9% more likely to affect women, increasing up to 17.5% from 2010 (15.5%) [3]. How to cite this article: Joanne Sunarisa, (2018), “Analysis of Sugar-Free Claimed Beverages and Its Potential Customers” in International Conference on Economics, Business and Economic Education 2018, KnE Social Sciences, pages 869–883. DOI 10.18502/kss.v3i10.3179 Page 869 Corresponding Author: Joanne Sunarisa joannesunarisa@gmail.com Received: 7 August 2018 Accepted: 15 September 2018 Published: 22 October 2018 Publishing services provided by Knowledge E Joanne Sunarisa. This article is distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use and redistribution provided that the original author and source are credited. Selection and Peer-review under the responsibility of the ICE-BEES 2018 Conference Committee.