ABSTRACT

The study is about BRAND PREFERENCES TOWARDS COCO-COLA SOFT DRINKS and tries to emphasize to what extent the customers are aware of the coco-cola brands. Customers are the most important assets of the business. The success or failure of an organization largely depends on the no. and the type of customers they have. Branding is a major issue in product strategy. On the one hand, developing a branded product requires a great deal of long term investment spending, especially for advertising, promotion and packing. Many brand oriented companies subcontract manufacturing to other companies. The objective of the study is to find out, whether the customers are aware of the different brands of coco-cola and their preferences towards it. A brand plays a vital role in improving the sales of the organization. Soft drink industry has a special place in marketing consumer product. It is the time to take steps to improve the market share of the Coke products; it is necessary to conduct market survey. The methodology that was implemented to collect data-questionnaire, referring books, websites, magazines and journal, articles etc. The information was analyzed and interpreted. Ultimately, I arrived at conclusion that most of the customers are aware of the coco-cola brands and they consume some or the other time. However some suggestions were made for coco-cola to capture the market in this competing world and improve their market share.