Brand Preference of Soft Drinks : One of the most
competitive markets in the world at present is the soft drink market in which
crores of rupees on advertisement and other promotion activities are being
spent. It is one of the many sectors, registering steady growth over a hundred
years throughout the world .In India the soft drink industry is flourishing well
with a wide range of brands comprising both popular-international, national and
regional branded soft drinks. In present investigation, the impact of
globalization on brand preference of soft drinks and the factor determining the
brand preference are studied.
In the project report “Analysis of Brand Preference of Soft Drinks in Global Market” Primary data has been collected regarding present study of soft drinks through questionnaire in Panipat city.
INTRODUCTION TO TOPIC
In modern business world, due to the development of science & technology, many new brands of products flood the market every year. When the new brands enters into market, some consumer switch over to it.
Hence, a study on brand preference becomes necessary. The purchase decision largely depends upon taste, quality, quantity, price, availability & the like.
Due to globalisation, there are many soft drink brands available in the market such as :
COCA COLA BRANDS
* Coca-cola, Fanta, Sprite, Gold spot, Limca, Maaza and Thumbs up
* Pepsi, Mirinda, Slice, Lehar 7up
* Torino, Bovonta
* Eye Brand, Kalimark, Ruby
In current scenario, where the competition is tough, consumer choose according to their own will and pleasure & hence there exists a preference of brand. The company can achieve the objectives and complete in the market, only when they satisfy the needs of the customer by taking into account their reasons for brand preference, factors influencing it, level of satisfaction, complaints and suggestions.
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