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)
- 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)
The main objective of this study is to assess consumer brand preference for soft drinks, specifically comparing Pepsi Cola and Coca-Cola products among Hawassa Tabor High School students. The research aims to understand the factors influencing brand choice in this specific demographic.
- Consumer brand preference for soft drinks
- Comparative analysis of Pepsi Cola and Coca-Cola
- Factors influencing brand choice among high school students
- Relationship between brand preference and student demographics
- Marketing implications for soft drink companies
Zusammenfassung der Kapitel (Chapter Summaries)
CHAPTER ONE: INTRODUCTION: This chapter sets the stage for the research by providing background information on consumer brand preference within the soft drink market. It clearly defines the research problem, outlining the need to understand the preferences of Hawassa Tabor High School students for Pepsi Cola and Coca-Cola products. The chapter articulates the study's objectives, both general and specific, and details the research questions that will guide the investigation. It also addresses the significance of the study, its scope, limitations, and the overall organization of the thesis.
CHAPTER TWO: LITERATURE REVIEW: This chapter explores existing literature relevant to consumer brand preference, specifically focusing on the concepts and definitions of brands, brand equity (including loyalty, awareness, association, perceived quality, and satisfaction), and brand identity (including personality, culture, and self-image). It lays the groundwork for the study by reviewing existing theories and research on consumer behavior and brand management, synthesizing relevant concepts and establishing a theoretical framework for analyzing the research findings. This forms a crucial basis for understanding the complexities of brand selection and the factors influencing consumer choice.
CHAPTER THREE: RESEARCH METHODOLOGY: This chapter describes the research design and methods employed in the study. It details the study area, outlining the characteristics of Hawassa Tabor High School and its student population. The chapter explains the chosen research design, data sources (likely surveys), sampling techniques, and the sample size calculation. A description of data collection instruments (questionnaires) and data analysis methods is provided, outlining the statistical procedures used to interpret the collected data. Ethical considerations pertinent to the research are also addressed, ensuring that the study adheres to high ethical standards.
CHAPTER FOUR: RESULTS AND DISCUSSION: This chapter presents the findings of the study. It begins by providing background information on the respondents, followed by a descriptive analysis of the collected data. A detailed comparative analysis of Pepsi Cola and Coca-Cola products is then presented, examining the students' preferences and the reasons behind those preferences. This section likely includes statistical analysis of survey data to reveal key trends and patterns in brand choice. The chapter further investigates the relationship between brand preference and various student background characteristics, exploring how demographic factors influence brand selection.
Schlüsselwörter (Keywords)
Consumer brand preference, soft drinks, Pepsi Cola, Coca-Cola, brand equity, brand loyalty, brand awareness, brand association, perceived quality, Hawassa Tabor High School students, marketing, consumer behavior, comparative analysis, Ethiopia.
Frequently Asked Questions: Consumer Brand Preference for Soft Drinks - A Study of Hawassa Tabor High School Students
What is the main objective of this study?
The primary objective is to assess consumer brand preference for soft drinks, specifically comparing Pepsi Cola and Coca-Cola products among Hawassa Tabor High School students. The research aims to understand the factors influencing brand choice within this demographic.
What are the key themes explored in this research?
Key themes include consumer brand preference for soft drinks, a comparative analysis of Pepsi Cola and Coca-Cola, factors influencing brand choice among high school students, the relationship between brand preference and student demographics, and marketing implications for soft drink companies.
What chapters are included in this research paper?
The research paper is structured into five chapters: Chapter One (Introduction), Chapter Two (Literature Review), Chapter Three (Research Methodology), Chapter Four (Results and Discussion), and Chapter Five (Summary, Conclusion, and Recommendations).
What is covered in Chapter One: Introduction?
This chapter provides background information on consumer brand preference in the soft drink market, defines the research problem, outlines the study's objectives (both general and specific), details the research questions, addresses the significance, scope, and limitations of the study, and explains the thesis organization.
What is discussed in Chapter Two: Literature Review?
This chapter explores existing literature on consumer brand preference, focusing on brand concepts, brand equity (including loyalty, awareness, association, perceived quality, and satisfaction), and brand identity (including personality, culture, and self-image). It reviews theories and research on consumer behavior and brand management, creating a theoretical framework for analyzing findings.
What does Chapter Three: Research Methodology describe?
This chapter details the research design and methods, including the study area (Hawassa Tabor High School), research design, data sources (likely surveys), sampling techniques, sample size calculation, data collection instruments (questionnaires), data analysis methods, and ethical considerations.
What are the key findings presented in Chapter Four: Results and Discussion?
Chapter Four presents the study's findings, starting with respondent background information. It includes a descriptive analysis of data, a comparative analysis of Pepsi Cola and Coca-Cola products, and an investigation of the relationship between brand preference and student background characteristics.
What does Chapter Five: Summary, Conclusion, and Recommendations contain?
This concluding chapter summarizes the research, presents the overall conclusions drawn from the findings, and offers recommendations based on the study's results. It ties together the key findings and their implications.
What keywords are associated with this research?
Keywords include consumer brand preference, soft drinks, Pepsi Cola, Coca-Cola, brand equity, brand loyalty, brand awareness, brand association, perceived quality, Hawassa Tabor High School students, marketing, consumer behavior, comparative analysis, and Ethiopia.
What is the target population of this study?
The target population is Hawassa Tabor High School students.
What brands are compared in this study?
The study compares Pepsi Cola and Coca-Cola products.
What type of data was used in this study?
The study likely used survey data collected through questionnaires.
- 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
