A Case Study of Factors Affecting the Purchasing Behavior of Domestic Soft Drinks Consumers

ABSTRACT

Numerous local soft drinks manufacturing firms operate at the regional level, and a few at the national level, stealthily snatching market share from multinational conglomerates such as Pepsi and Coca Cola by selling excellent products at lower prices than MNCs. This is especially prevalent in small towns and rural areas. To run a successful business, it is necessary to understand customer purchasing behaviour and the elements that influence the consumer to purchase the goods. Against this backdrop, the current study is being conducted to ascertain consumer perceptions and purchasing behaviour about local soft drinks. The study evaluates the elements that contribute to consumers’ preference for local soft drinks in the market, using the Jind region of Haryana state as a case study. The survey found that consumers of all ages are satisfied with domestic soft drinks in this region, and that the most important variables encouraging customers to prefer domestic brands in the market are price and availability.

FULL TEXT