Factors influencing buying behavior of consum-ers of domestic soft drinks: A case study

Ashoka, M. L. and Rakesh, T. S. (2016) Factors influencing buying behavior of consum-ers of domestic soft drinks: A case study. NITTE Management Review, 10 (2). pp. 44-53.

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Abstract

Many local soft drinks manufacturing enterprises are operating at the regional leveland a few of them operating at the national level which are quietly stealing the thunderfrom the two multinational giants like Pepsi and Coca Cola by selling quality productspricees cheaper than those of MNCs. This is particularly happening mostly in all smalltowns and rural areas. To be a successful enterprise, one should understand thebuying behaviour and also the factors which influences the consumer to buy theproduct. In this background, the present study is taken up to understand the consumerperception and buying behavior towards local soft drinks. The study identifies factorswhich influence consumers to prefer domestic soft drinks in the market with DakshinaKannada region as a representative case. .The study shows that all the age groups of consumers are satisfied with domestic softdrinks in this region and the factors like price and availability of the products are themost important factors which are influencing the consumers to prefer domestic brandsin the market.

Item Type: Article
Subjects: G Commerce > Commerce
Divisions: Department of > Commerce
Depositing User: manjula User
Date Deposited: 31 May 2019 06:56
Last Modified: 31 May 2019 06:56
URI: http://eprints.uni-mysore.ac.in/id/eprint/742

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