Abstract:

The rationale behind conducting this research was to investigate and scrutinize the consumption behavior of people whilst purchasing beverages. We aspired to unearth the factors that drive a person towards a particular beverage, and examine those factors based upon which a consumer prefers one beverage over another. We have confined our research only to Pepsi and Coke users. This study primarily sheds light on the factors that influence the preference of consumer while purchasing or consuming beverages. The factors we had chosen for our research were brand image, brand loyalty and advertisement. A self-administered questionnaire was given to different users of these brands and the sample consisted of 200 respondents. This report intends to serve both the consumers and beverages companies alike in understanding the influences that guide consumer’s behavior and preferences. The findings of this research can be strategically implemented by Coke and Pepsi to maximize their customer satisfaction level and profitability.