Consumers’ Brand Preference of Soft Drinks. A Comparative Analysis of Pepsi Cola and Coca-Cola Products


Master's Thesis, 2017

92 Pages, Grade: 4.0


Abstract or Introduction

Despite their popularity, studies concerning soft drinks are lacking. Hence, this study was conducted to assess the consumers’ brand preference of soft drinks: A comparative analysis of Coca cola and Pepsi cola products among Hawassa Tabor high school students. Both primary and secondary data sources were used in the study. The required data were collected from 374 students of soft drink customers selected by adopting a multistage sampling technique. Descriptive research design with quantitative method was used.

The data collected through questionnaire were analyzed using SPSS software version 21. Descriptive statistics such as frequency and percentage, mean and standard deviation were applied. Furthermore, inferential statistics such as independent sample t-test and Chi-square analysis were used to compare the coca cola and Pepsi cola brands based on brand equity, brand identity and background characteristics of students.

Details

Title
Consumers’ Brand Preference of Soft Drinks. A Comparative Analysis of Pepsi Cola and Coca-Cola Products
Course
Marketing Management
Grade
4.0
Author
Year
2017
Pages
92
Catalog Number
V1244968
ISBN (eBook)
9783346684868
ISBN (Book)
9783346684875
Language
English
Notes
The author of this text is not a native English speaker. Please excuse any grammatical errors and other inconsistencies.
Keywords
consumers’, brand, preference, soft, drinks, comparative, analysis, pepsi, cola, coca-cola, products
Quote paper
Abebaw Gebrehanna Halabo (Author), 2017, Consumers’ Brand Preference of Soft Drinks. A Comparative Analysis of Pepsi Cola and Coca-Cola Products, Munich, GRIN Verlag, https://www.grin.com/document/1244968

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