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

Business economics - Offline Marketing and Online Marketing

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.

Inhaltsverzeichnis (Table of Contents)

• ACKNOWLEDGEMENT
• CHAPTER ONE
  • INTRODUCTION
  • 1.1. Background of the Study
  • 1.2. Statement of the problem
  • 1.3. Objectives of the Study
    • 1.3.1. General objective
    • 1.3.2. Specific objectives
  • 1.4. Research Questions
  • 1.5. Significance of the Study
  • 1.6. Scope of the study
  • 1.7. Limitations of the study
  • 1.8. Organization of the study
• CHAPTER TWO
  • LITERATURE REVIEW
  • 2.1. The Concepts and Definitions of Brand
  • 2.2. Consumer Brand Preferences
  • 2.3. Brand Equity
    • 2.3.1. Brand Loyalty
    • 2.3.2. Brand Awareness
    • 2.3.3 Brand Association
    • 2.3.4 Perceived Quality
    • 2.3.5. Satisfaction
    • 2.3.5. Price
  • 2.4. Brand Identity
    • 2.4.1 Brand Personalities
    • 2.4.2. Culture
    • 2.4.3. Self-Image
  • 2.5. Conceptual Framework of the Study
• CHAPTER THREE
  • RESEARCH METHODOLOGY
  • 3.1. Description of the Study Area
  • 3.2. Research Design
  • 3.3. Data Sources
  • 3.4. Sampling Design
    • 3.4.1. Sample Size Determination
    • 3.4.2. Sampling Technique
  • 3.5. Data Collection Instruments
    • 3.5.1. Questionnaire
  • 3.6. Methods of Data Processing and Analysis
  • 3.7. Ethical Consideration
• CHAPTER FOUR
  • RESULTS AND DISCUSSION
  • 4.1. Background Information of Respondents
  • 4.2. Descriptive Analysis
  • 4.3. Comparative Analysis of Pepsi Cola and Coca-Cola Products
  • 4.4. The Relationship between Brand Preference and Students Background Information
• CHAPTER FIVE
  • SUMMARY, CONCLUSION AND RECOMMENDATIONS

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to assess the brand preference of soft drinks, specifically Pepsi Cola and Coca-Cola products, among high school students in Hawassa, Ethiopia. The study seeks to understand the factors influencing brand preference and analyze the relative appeal of these brands amongst the target demographic.

• Consumer Brand Preferences
• Brand Equity
• Brand Identity
• Comparative Analysis of Pepsi Cola and Coca-Cola Products
• Relationship between Brand Preference and Student Demographics

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter One: Introduction This chapter establishes the context for the study, outlining the background, problem statement, objectives, research questions, significance, scope, limitations, and organization of the research.
• Chapter Two: Literature Review This chapter provides a comprehensive review of relevant literature on brand concepts, consumer brand preferences, brand equity, brand identity, and related theoretical frameworks.
• Chapter Three: Research Methodology This chapter details the research design, data sources, sampling techniques, data collection instruments, and data analysis methods employed in the study.
• Chapter Four: Results and Discussion This chapter presents the findings of the study, analyzing the data collected and discussing the relationship between brand preference and various student characteristics.

Schlüsselwörter (Keywords)

The primary keywords and focus topics of this thesis include consumer brand preference, soft drinks, brand equity, brand identity, Pepsi Cola, Coca-Cola, comparative analysis, high school students, and Hawassa, Ethiopia. The study explores the factors influencing brand preference within this specific context, using quantitative research methods to analyze student demographics and preferences.

• Course: Marketing Management
• Grade: 4.0
• Author: Abebaw Gebrehanna Halabo (Author)
• Publication Year: 2017
• Pages: 92
• Catalog Number: V1244968
• ISBN (PDF): 9783346684868
• ISBN (Book): 9783346684875
• Language: English
• Tags: consumers’, brand, preference, soft, drinks, comparative, analysis, pepsi, cola, coca-cola, products