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


Masterarbeit, 2017

92 Seiten, Note: 4.0


Inhaltsangabe oder Einleitung

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

Titel
Consumers’ Brand Preference of Soft Drinks. A Comparative Analysis of Pepsi Cola and Coca-Cola Products
Veranstaltung
Marketing Management
Note
4.0
Autor
Jahr
2017
Seiten
92
Katalognummer
V1244968
ISBN (eBook)
9783346684868
ISBN (Buch)
9783346684875
Sprache
Englisch
Anmerkungen
The author of this text is not a native English speaker. Please excuse any grammatical errors and other inconsistencies.
Schlagworte
consumers’, brand, preference, soft, drinks, comparative, analysis, pepsi, cola, coca-cola, products
Arbeit zitieren
Abebaw Gebrehanna Halabo (Autor:in), 2017, Consumers’ Brand Preference of Soft Drinks. A Comparative Analysis of Pepsi Cola and Coca-Cola Products, München, GRIN Verlag, https://www.grin.com/document/1244968

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



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