A Study of Consumer Preferences of Coca-Cola

A Study of Consumer Preferences of Coca-Cola

Author: Aham Singh

Submitted to: Mr. Yasser Khan

Researcher, Department of Management, School of Business, Golgotias University

Professor, Department of Management, School of Business, Golgotias University

ABSTRACT

This study looks at how people in India drink Coca-Cola and its sub-brands and what they like about them. The study uses a structured questionnaire given to 20 people to find out what factors most affect their buying decisions, such as peer pressure, price, advertising methods, and health awareness. We looked at the data using descriptive statistics and Garrett's Ranking Method. The results show that Coca-Cola Classic is the most popular flavor, and that social factors, notably recommendations from friends, are the most important when choosing a brand. Celebrity endorsements turned out to be the best way to advertise, and supermarkets were the main place where people bought the products. Taste was rated lower, but there were early signs of a trend toward healthier drink options, especially among younger and urban customers. The report says that Coca-Cola needs to keep coming out with new products and health-focused ads in order to be competitive in a market that is always evolving.

Keywords
Coca-Cola, Consumer Behavior, Brand Preference, Soft Drinks, India, Peer Influence, Health Consciousness, Garrett’s Ranking Method