| Collection Title: | SIU IS | | Title : | Factors Effecting Consumers Brand Preference for Soft Drinks | | Material Type: | printed text | | Authors: | Mahima Manandhar, Author ; Chanchai Bunchapattanasakda, Associated Name ; Manoj Kumar Bhatta, Associated Name | | Publisher: | Bangkok: Shinawatra University | | Publication Date: | 2017 | | Pagination: | ix, 56 p. | | Layout: | ill, Tables | | Size: | 30 cm. | | Price: | 500.00 | | General note: | SIU IS: SOM-MBA-2017-N14
IS [MS. [MBA]] -- Shinawatra University, 2017 | | Languages : | English (eng) | | Descriptors: | [LCSH]Marketing -- brand
[LCSH]Soft drinks
| | Keywords: | Soft drinks,
celebrity endorsements,
brand preference,
advertisement | | Abstract: | Soft drink has been an important medium of refreshment. The manufacturers of the drinks caught the attention of people through attractive advertisement. Leading companies have started releasing drinks with numerous name brands in Nepalese market. This study aims at analyzing whether the factors, such as taste, price, packaging, and celebrity, affect the brand preference of soft drink. In an attempt to get the result, the hypothesis is developed to identify weather there is a significant relationship between the above mentioned advertised attributes which are taken as the independent variables, and brand preference of soft drink, which is taken as the dependent variable. This study focuses on analyzing the consumer’s brand preferences for Aerated/ Carbonated drinks focusing on Coca Cola, Fanta, Sprite, Pepsi, Slice and Mountain Dew. A structured questionnaire was used to collect data from 84 respondents who were of both genders; male and female through convenience sampling.
The results show that taste and price of the soft drink brand influences the respondents to make brand preferences but not by packaging and celebrity endorsements. Similarly, the respondents of different occupation get influenced by taste and price but do not get influenced by packaging and celebrity. The study also revealed that Television is the most effective media used for advertising the brand. In view of this, the marketing managers of soft drink companies are suggested to give more attention to Television as a medium of advertisement because of its versatile feature and better geographic coverage. They can employ integrated advertising of their products and allocate more budgets for Television advertisements due to its great impact in influencing consumer choice. Likewise, after television outdoor media is also given preference. Therefore looking at the current scenario, advertisement in social media such as YouTube, Facebook can also create a lot of influence amongst people of all age groups. Similarly, the findings also show that celebrity endorsements are not much valued by the consumers and therefore marketers must focus their budget more on providing quality soft drinks rather than investing on celebrity endorsements. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27398 |
SIU IS. Factors Effecting Consumers Brand Preference for Soft Drinks [printed text] / Mahima Manandhar, Author ; Chanchai Bunchapattanasakda, Associated Name ; Manoj Kumar Bhatta, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2017 . - ix, 56 p. : ill, Tables ; 30 cm. 500.00 SIU IS: SOM-MBA-2017-N14
IS [MS. [MBA]] -- Shinawatra University, 2017 Languages : English ( eng) | Descriptors: | [LCSH]Marketing -- brand
[LCSH]Soft drinks
| | Keywords: | Soft drinks,
celebrity endorsements,
brand preference,
advertisement | | Abstract: | Soft drink has been an important medium of refreshment. The manufacturers of the drinks caught the attention of people through attractive advertisement. Leading companies have started releasing drinks with numerous name brands in Nepalese market. This study aims at analyzing whether the factors, such as taste, price, packaging, and celebrity, affect the brand preference of soft drink. In an attempt to get the result, the hypothesis is developed to identify weather there is a significant relationship between the above mentioned advertised attributes which are taken as the independent variables, and brand preference of soft drink, which is taken as the dependent variable. This study focuses on analyzing the consumer’s brand preferences for Aerated/ Carbonated drinks focusing on Coca Cola, Fanta, Sprite, Pepsi, Slice and Mountain Dew. A structured questionnaire was used to collect data from 84 respondents who were of both genders; male and female through convenience sampling.
The results show that taste and price of the soft drink brand influences the respondents to make brand preferences but not by packaging and celebrity endorsements. Similarly, the respondents of different occupation get influenced by taste and price but do not get influenced by packaging and celebrity. The study also revealed that Television is the most effective media used for advertising the brand. In view of this, the marketing managers of soft drink companies are suggested to give more attention to Television as a medium of advertisement because of its versatile feature and better geographic coverage. They can employ integrated advertising of their products and allocate more budgets for Television advertisements due to its great impact in influencing consumer choice. Likewise, after television outdoor media is also given preference. Therefore looking at the current scenario, advertisement in social media such as YouTube, Facebook can also create a lot of influence amongst people of all age groups. Similarly, the findings also show that celebrity endorsements are not much valued by the consumers and therefore marketers must focus their budget more on providing quality soft drinks rather than investing on celebrity endorsements. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27398 |
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