A Study On Brand Preference of Soft Drinks at Madurai City
A Study On Brand Preference of Soft Drinks at Madurai City
A Study On Brand Preference of Soft Drinks at Madurai City
MADURAI CITY
BRAND PREFERENCE
The other prior work that also explored the range of attributes that might affect
brand preference is that of Mitchell and Amioku (1985); they conceptualize brand
preference as a bundle of attributes that leads a customer to favor one brand over
another. These attributes are classified into three sets, namely consumer attributes,
product (service) attributes, and market attributes. Brand preference requires careful
planning, a great deal of long term commitment, creativity, designed, and executed
marketing. This means a holistic approach of measuring marketing program offered
by a Firm (Brand Audit) and from the consumers‟ current assessment of knowledge
of the brand equity (Brand tracking studies) Kotler (1994). 10 Within every product
category consumers possess more choice and more information than earlier.so in
order to move customers from trying the product to preference of the brand
marketers need to attain the value customer needs to position them in preference or
remove another from the customers‟ existing preference set. That is why preference
is a scale where brands move up, down and off that scale if management doesn’t
deliver the strategy.
CONSUMER PREFERENCES
Consumer preferences is used primarily to mean to select an option that has
the greatest anticipated value among a number of options by the consumer in order
to satisfy his/her needs or desires. Preferences indicate choices among neutral or
more valued options available. The preference of the consumer is the result of their
behaviour they show during searching, purchasing and disposing the products.
Consumer preferences are defined as the subjective (individual) tastes, as measured
by utility, of various bundles of goods. They permit the consumer to rank these
bundles of goods according to the levels of utility they give the consumer. The
preferences are independent of income and prices. Ability to purchase goods does
not determine a consumer's likes or dislikes. In other words, the consumer has
different preferences over the different combinations of goods defined by the set of
commodity bundles. Consumer preferences are measured in terms of the level of
satisfaction the consumer obtains from consuming various combinations or bundles
of goods. The consumer's objective is to choose the bundle of goods which provides
the greatest level of satisfaction as they the consumer define it. But consumers are
very much constrained in their choices. These constraints are defined by the
consumer's income, and the prices the consumer pays for the goods. Consumer value
is measured in terms of the relative utilities between goods and these reflect the
consumer's preferences.
SOFT DRINKS
Soft drinks can be classified into major heads namely carbonated and non-
carbonated drinks on the basis of their composition. Asoft drink carbonated beverage
is a non-alcoholic beverage that typically contains water a sweetener, and a flavoring
agent. The sweetener may be sugar, high-fructose corn syrup, or a sugar substitute
(in the case of diet drinks).For e.g.:- Coca-cola, Thumbsup, Mountain Dew, Sprite,
7Up, Marinda, Fanta, Limca Appy Fizz, Grappo Fizz. whereas non-carbonated
drinks can be further classified into nectar and juices. Nectar is made from fruit or
vegetables but with 25-99 % juice content and usually with added sugar and juice
mostly contains natural fruit or vegetables. It is prepared by mechanically squeezing
or macerating fresh fruits or vegetables. Juice is always 100 % fruit juice For
example, Saint Juices, Real Fruit and Vegetable Jiuces, Tropicana Juices etc to name
a few.
HISTORY OF SOFT DRINKS
The first marketed soft drinks appeared in the 17th century as a mixture
of water and lemon juice sweetened with honey. In 1676 the Companies de
Limonadiers was formed in Paris and granted a monopoly for the sale of its products.
Vendors carried tanks on their backs from which they dispensed cups of lemonade.
INTRODUCTION
In our modern world living pattern and life style of the people have changed
a lot. Soft drinks were common preference among all the individuals with the
changing life style and income levels, people are shifting their consumption patterns.
Market research is based on consumer’s buying preference towards soft drinks. Soft
drink is an important product item in modern society both urban and rural and
becoming more popular in the consumer world. At present soft drink market is one
of the most competitive markets in the world. In which crores of rupees on
advertisement and other promotion activities are being spent. In India the soft drink
industry is flourishing well with a wide range of brand 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 is studied.
These two companies have introduced different brands of soft drinks in order
to attract more consumers. In this perspective, the researcher aims to know the
factors which influence the consumers of branded soft drinks in Salem, Tamil Nadu.
The main aim of this research study is to analyze the preference of people (of
The study is conducted to know the brand preference and factors influencing
young consumers of packaged soft drink. Soft drink is an important product item in
found that a great important for the study. The study examines key attitude of buying
and brand perception with preference that are considered as important cues, which
lead youth to select particular brand of soft drink. In modern world due to the
development of science and technology many new brands of soft drink products
flood the market every year. When the new brands enter in to the market, some
consumers switch over to it. So the study was conducted to know the brand
2. To find out the factor(s) that influences the consumer’s consumption of soft
drinks.
5. To find out how the beverage is positioned in the mind of the consumers.
REVIEW OF LITERATURE
brands and opt for the most preferred brand. This brand preference is influenced
it was concluded that Brand persona is the most effective factor that affects the
brand preference. This Brand persona deals with the personality aspects or the
external attributes of brand, thus it can be said that consumer prefer any brand
7. Donnelly (2005) said intensity of colour and the flavours are the key drivers
behind consumer acceptance of soft drinks. But packaging and labelling are not
journal Food Quality and Preference, The study involved consumers at different
8. Stephen Daniells (2008) said these four factors were identified for the
formulation: four colour intensities), three flavourings, two label types (soft
versus hard), and two pack sizes (standard versus oversize). By using both
researchers found that “the main factors which drive consumer preference for
this concept are colour intensity and flavouring”. Indeed, colour intensity
accounted for 43% and flavour 32% of the consumers’ overall liking. “Pack size
and label type are taken into account by the consumer to a lesser extent,” they
added. “This methodology of a qualitative screening associated to a conjoint
9. Beverly J. Tepper (2008) examined the relative contributions of taste and health
considerations on consumer liking and purchase intent of cola drinks. Eight types
of commercial cola drinks were evaluated by 305 adult consumers who also
analyzed using factor analysis. Results revealed that purchase intent of cola
drinks was strongly related to degree of liking and to several key sensory
emerged as the first factor in the analysis, suggesting that consumers perceive
toward fat in the diet. Third factor comprised two remaining sensory attributes
respondents. These data suggest that in spite of current concern about reducing
dietary fat, health remains secondary to taste in the selection of cola drinks for