Branding and Consumer Attitudes towards Coca-Cola and Pepsi
(2015) Branding and Consumer Attitudes towards Coca-Cola and Pepsi, no. 96.
This study aims to illuminate consumer loyalty towards brands and if consumerbrand relationships exist and how they are created with reference to Coca-Cola and Pepsi. Additionally this study assesses the impact of advertisements and celebrity endorsement, along with an over view of marketing strategies to investigate the effect these have on consumer attitudes and behaviours to gain an in-depth understanding. Previous research offers a descriptive account of the key themes identified throughout the dissertation which is heavily focused on branding, advertisements and marketing strategies. The study advances our understanding of the way consumers perceive branded products, their purchasing habits and, behaviours and attitudes towards branded products. Mixed method research was employed following the quantitative method of an online survey with 100 respondents and the qualitative method of six semi-structured interviews for a more in-depth analysis. The findings from the research illustrated the significant results with regard to the literature and the current research employed in this study. The impact advertising, branding and marketing have on consumers are also explored. The findings provide a great level of support for the key arguments presented in the literature review which are further developed, analysed and clarified in the findings and discussion. To conclude the overall purpose of what this study found are established showing the key features. Limitations of the current study are presented, in addition recommendations for the future of the study and contributions to further research are discussed.