Everyday, we buy and consume variety of goods and services that vary with our tastes and preferences. Moreover, each consumes is unique, and this uniqueness is reflected in their consumption behavior and pattern, and also purchases decisions. Studying the consumer behavior is thus, helpful in understanding the purchase decisions and performances of different consumers for a particular commodity or service.
Very limited time available for this study 2. Research is done through a sample survey, which is always prone to errors of bias and prejudice 3. Many of the questionnaires had irrelevant and incorrect answers filled in by the respondents leading to errors in the study 4.
Sample size is comparatively small for a study of vast relevance 5. Consumption pattern and brand preference towards soft drink product. An attempt has been made to understand and acknowledge the work of various researchers in the field of brand preference and consumption pattern of soft drinks.
In their studies soft drink industry in India is one of the most competitive with many international and domestic players operating in the market. Initially domestic player like pare group dominated the Indian soft drink market.
However with the re-entry of MNC players like pepsin and coca-cola inthe market took a decisive shift in favour of these MNCs and over the years coca-cola and pepsi have become the prominent players in the market.
Studies of soft drink market Indian soft drinks market grew 7. An increase of All the major players in cola market put their best strategies to capture more and more out of this lucrative progress. In the modern arena of information, it takes something or someone special to please the consumer.
A celebrity is often considered to be the vital basis for the brand association of a product and this fact becomes stronger when it comes to soft drinks industry in India. India is one country, which has always idolized the stars of the celluloid world.
Therefore in the words of Mccracken, a celebrity endorser is someone who besides enjoying popularity and public recognition, uses this recognition to promote a consumer good or service by appearing in the advertisements for the same. It is not essential rather it is seldom the case that a celebrity in a particular field promotes the products only in that particular domine.
It is the credibility of the endorser which helps in the repurchase or first time purchase of the product. In India there is an exponential potential for a celebrity endorsement to be perceived as genuinely relevant, thereby motivating consumers to go in for the product.
Although celebrity endorsement has emerged as a popular advertising practice, not much research has been done to evaluate the effectiveness of it in India.
It is an ubiquitiously accepted fact that celebrity endorsement can bestow special attributes upon a product that it may have lacked otherwise. Although celebrity advertising celebrity advertising for soft drinks brands is popular in India.
Little is known about its effectiveness in India. Thus the primary motive behind this research project is to measure this effectiveness using some of the existing scale and methodologies and try and establish the relationships which exist between the attitude of the youths towards celebrity endorsement and their brand loyalty towards a low involvement product soft drink brand while paying special attention on the personality traits of the celebrity endorsing the soft drink brand.
This should give us an insight into the consumer behaviour in response to celebrity endorsement in case of carbonated soft drinks.
This theory is known as the theoretical framework of the study. That means the theoretical framework gives authentic support for successful completion of research work. One of the most competitive market in the world at present is the soft drink market in which cores 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.
What is soft drink? A non-alcoholic, flavour, carbonated beverage,usually commercially prepared and sold in bottles or cans. Nonalcoholic beverage,usually carbonated, consisting of water soda waterflavoring, and a sweet syrup or artificial sweetener.
Today there are hundreds of varieties of flavored soft drinks.Consumer Behavior MAR Group Project Instructions Overview This project should give you experience applying some of the concepts you’ve learned in class as you.
Consumer Behavior And Consumer Behaviour Words | 7 Pages. What is consumer behaviour? Consumer behaviour is the study of all the processes implicated when individuals, groups of people or organizations select, purchase, use or dispose of products, services, experiences or ideas to satisfy their needs, wants and desires (Salomon et al.
Consumer Behaviour Report: Biscuits Words | 5 Pages This report outlines and analyses the consumer decision process encountered when purchasing biscuits in relation to primary market research completed targeting one particular demographic of the possible market. Parle Products is one of the world leaders in biscuits and confectionery.
We retail at major grocery chains across Canada, U.S.A., UK, Australia, New Zealand as well as the Middle East and have manufacturing facilities in Cameroon, Nigeria, Ghana, Kenya and Ethiopia.
CONSUMER BUYING BEHAVIOR Understanding the buying behavior of the target market is the essential task of marketing management under marketing concept. The consumer market consists of all the individuals and households who buy or acquire good and services for personal consumptions.
benjaminpohle.com - India’s largest MBA Marketing Projects Reports for Students and Professionals. Search and Upload all types of Consumer Behaviour Projects at Management benjaminpohle.com; Online Portals for MBA Students & Professionals.