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.
Table of Contents
1. 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
2. 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
3. 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
4. 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
5. Summary, Conclusion and Recommendations
5.1. Summary of Major Findings
5.2. Conclusion
5.3. Recommendations
Objectives and Research Themes
The primary objective of this study is to assess the brand preferences of soft drinks among Hawassa Tabor high school students, specifically comparing Coca-Cola and Pepsi-Cola products in terms of brand equity and brand identity dimensions while exploring demographic relationships.
- Comparative analysis of Coca-Cola and Pepsi-Cola brand performance.
- Evaluation of brand equity components (loyalty, quality, awareness, satisfaction, and pricing).
- Measurement of brand identity dimensions (personality, culture, and self-image).
- Assessment of the relationship between socio-demographic characteristics and consumption behavior.
- Identification of factors influencing student brand choice, such as taste and advertisement frequency.
Excerpt from the Book
2.1. The Concepts and Definitions of Brand
According to Kapferer (2004), brand as a name that influences buyers. He further notes that brand command people’s attention because they have element of saliency, differentiability, intensity and trust. Successful brand conveys a consistent message and create an emotional bond with consumers.
“ A brand is the total emotional experience a customer has with your company and its product or service” the author describes the brand to be an experience that’s implanted in the mind of customers that have experienced an interaction with a company or that got in contact with the company’s staff, product or service. In case the customer experience is different from what the company illustrate its brand. In that case the company is losing. However other parts of the brand such as “logos, advertising campaigns, mission statements, colors holds also great importance but they should always come after the customer, it is vital to put the customer and the company’s relationship with him/her in the first position and think how to develop this relationship and then as a second stage a company can use all important tools like logo’s, color’s and advertising campaigns (Hammond, 2008, p.14).
A brand has also been defined as “a product offer from a known source” (Kotler, 2000). Keller (2003) defines a brand as a product that adds other dimensions that differentiate it from other products and services designed to satisfy the same need.
Summary of Chapters
Introduction: Outlines the background of the soft drink industry, the problem statement regarding brand switching, and the research objectives focused on Hawassa Tabor high school students.
Literature Review: Explores theoretical frameworks regarding brand definitions, consumer preferences, brand equity dimensions (loyalty, quality, awareness, price, satisfaction), and brand identity facets (personality, culture, self-image).
Research Methodology: Details the descriptive survey design, multistage sampling technique used to select 374 students, and the use of SPSS for quantitative analysis including t-tests and Chi-square.
Results and Discussion: Presents empirical findings on student demographic data, comparative brand analysis between Coca-Cola and Pepsi-Cola, and the evaluation of diverse brand equity and identity dimensions.
Summary, Conclusion and Recommendations: Synthesizes research findings, concludes that Coca-Cola is the preferred brand for the study group, and suggests focused strategies for Pepsi-Cola producers regarding loyalty and perceived quality.
Keywords
Brand Preference, Brand Equity, Brand Identity, Consumer Behavior, Soft Drink, Coca-Cola, Pepsi-Cola, Brand Loyalty, Brand Awareness, Perceived Quality, Brand Personality, Student Consumption, Hawassa, Marketing Strategy, Brand Association.
Frequently Asked Questions
What is the core focus of this thesis?
The thesis focuses on assessing and comparing consumer brand preferences for soft drinks, specifically Coca-Cola and Pepsi-Cola, among high school students in Hawassa.
What are the primary factors explored in the study?
The research explores various dimensions of brand equity (loyalty, quality, price, awareness, satisfaction) and brand identity (culture, self-image, personality) to explain consumer preference.
What is the primary objective of the research?
The aim is to identify the most favorable soft drink brand among students, compare preferences based on brand dimensions, and determine the relationship between student demographics and brand choice.
Which research methodology was utilized?
The study employed a descriptive research design with a quantitative approach, utilizing a closed-ended questionnaire administered to 374 students selected via multistage sampling.
What does the main body of the research address?
The main body covers the literature review of branding theories, the study area description, data collection procedures involving a five-point Likert scale, and a detailed analysis of findings using SPSS.
What are the key descriptive characteristics of the study?
Key keywords include Brand Preference, Brand Equity, Brand Identity, Consumer Behavior, and Soft Drink industry dynamics.
Why are rural and urban backgrounds significant in this study?
The findings indicate a statistically significant association between family residence and brand preference, with urban students leaning towards Coca-Cola and rural students towards Pepsi-Cola.
What conclusion does the author draw regarding brand loyalty?
The author concludes that both Coca-Cola and Pepsi-Cola customers exhibit strong brand loyalty, though Coca-Cola holds a slight advantage, and loyalty is primarily driven by symbol familiarity and past experience.
- 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
