ASSESSMENT OF CONSUMERS’ BRAND PREFERENCE OF SOFT DRINK: COMPARATIVE ANALYSIS OF PEPSI AND COCA COLA (IN CASE OF GUBRE TOWN)

Abstract

Analysis of Pepsi and Coca-Cola in case of Gubre. The study was conducted on two global giants Pepsi and coca cola. This research paper is basically a comparative study between two well-known competitors in soft drink industry in Ethiopian particularly in Gubre Town. The main objective of this study was to assess consumers’ Brand Preference of soft drink Comparative Analysis of Pepsi and Coca-Cola in case of Gubre town. The specific objective of the study is to assess the criteria that the customer used to evaluate the familiarity level of brand, to identify the means that why customer prefer one among those two brands and evaluate the basic attributes that determines customer's preference. The researcher was used non-probability sampling technique to select respondent. The researcher used convenience sampling technique from nonprobability sampling method. Both primary and secondary data was utilized in this study. Primary data was collected from Gubre town residents including University students through structured questionnaire. After the data collection through questionnaire, it was analyzed and discussed by using simple descriptive statistics and presented by tabulation. The major findings were, the research shows that much of the respondents are influenced by the peer to consume Coca product. On the other hand the respondent agreed on that Coca-Cola is more preferable than that of Pepsi-Cola. And some recommendations were give, the research shows that quality, packaging, advertisement, consumers’ life style, Brand name and peer influence are the major factors of consumers’ preference of soft drinks. So both company should consider those things to be effective in today’s market.