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Book synopsis

A case study of Coca Cola and Pepsi has been undertaken in order to comprehend whether or not branding affects consumer purchase decesion. Previous research ' The Pepsi Challenge' has been emulated and discussed in order to come to a conclusion.The research methodology consisted of a binomial experiment, conducted on participants and dealt with participant's ability to distinguish Coca- Cola from Pepsi. Quantitative analysis of questionnaires, given to participants, was utilised to create an analysis of graphs. A semiotic analysis of a Coca-Cola can as well as Pepsi can was conducted in order to comprehend the brand image of these respective brands. The Porter s Five Forces Framework was recreated for the soft-drink industry in order to gain a grasp of how the firms are likely to gain competitive advantages over other rival firms. The results obtained suggest that branding is a key variable affecting consumer purchase decision

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Does Branding Affect Consumer Purchase Decision?
• Subtitle: Branding and Consumer Decisions
• Author: Tania Shaikh
• Language: English
• Binding: Paperback
• Number of pages: 136
• EAN: 9783639270297
• ISBN: 3639270290
• ID: 06834305
• Publisher: VDM Verlag
• Weight: 209 g
• Dimensions: 229 × 152 × 8 mm
• Date of publishing: 20. July 2010

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