Identification of Brand Preferences in the Cola Beverages Market

Abstract

In the past few years, Tamilnadu's beverage industry has witnessed a tremendous transition. Tamil Nadu's sector for carbonated and non-carbonated drinks is expanding. It is crucial to conduct research on brand choice. The market also offers a wide variety of soft drink brands, including Coca-Cola, Pepsi, Sprite, Fanta, Limca, and Thums up. Carbonated or fizzy drinks account for more than 40% of the non-alcoholic beverage market in Tamil Nadu, with cola beverages making up roughly 20%. Today's retailers must deal with more complex customer demands than ever before. The goal of this study is to examine customer preferences for cola beverages considering demographic information (gender, age, and occupation). It is carried out using a survey questionnaire. The respondents collected data from 304 Tamil Nadu consumers. A structural questionnaire was used to determine the consumer brand preferences, which were then recorded in 11 factors of preferences. Theoretical aspects of brand preference, consumer and brand loyalty, and brand awareness are all explored. The study will assist in analyzing the cola beverage preferences of Tamil Nadu consumers to learn more about the demand for cola beverages and how it affected customers' day-to-day activities. Every piece of information is gathered by quantitative method, in linear snowball sampling method including consumer preference based on taste and frequency of cola beverage consumption.