Table of Contents

Company Background...............................................................................................................2
Introduction...............................................................................................................................3
Task 1.........................................................................................................................................4
Conclusion..................................................................................................................................8
Reference list.............................................................................................................................9
Appendix..................................................................................................................................10
Company Background

PepsiCo Inc (2023b) stated that the company is able to bring forth quality products to their
customers with the help of their trusted 291,000 employees who make every effort to work
hard every day for PepsiCo. With the help of their employees PepsiCo is able to operate in
28 locations all around the world in which their main headquarters is located in Purchase,
New York (PepsiCo, 2023a). PepsiCo is an international company that functions all around
Latin America, Europe, Africa, Asia etc according to PepsiCo (2023b) in which the company
sells their products to their target market such as young adults and teenagers (Muzumdar,
2014). PepsiCo uses celebrities who are popular with the young generation to attract those
customers to sell their brand, PepsiCo connects its brand with music to attract more
customers. PepsiCo sells fashion clothing such as apparels and accessories to attract young
adults and teenagers (Muzumdar, 2014).
In 1965 Pepsi-Cola CEO Don Kendall and Herman Lay CEO of Frito-Lay made a deal on a
napkin agreeing to combine their companies and from that day forward PepsiCo was
created (PepsiCo, 2023b). PepsiCo has been operating in the food and beverage industry for
over 58 years according to PepsiCo (2023a) while their main rivals Coca Cola was operating
in beverage industry for over 137 years (Coca-Cola Company, 2023). Pepsi offers over 500+
brands of products in which some of them are popular around the world such as Lays,
Mountain Dew and Gatorade (PepsiCo, 2023c). Despite PepsiCo offering these wonderful
products the company still falls to their rivals Coca-Cola who has a market share of 46% in
the year 2021 according to Statista (2022a) while PepsiCo only had a market share of 25% in
the year 2021 (Statista, 2022b).
Introduction
Consumer Buyer Behaviour

Consumer buyer behaviour is defined as according to Singh et al. (2014) as consumers who
may purchases an items based upon their emotions and may not use logical thoughts.
Furthermore consumer buyer behaviour can be further explained to as the act of a
consumer directly involved in attaining a good or service for their satisfaction (Rajan et al,
2021). Barmola (2010) states that consumer buyer behaviour is the process of a consumer
searching, purchasing and disposing of a product or service that meet the needs of the
consumer. Internal factors that influence consumer’s buyer behaviour are factors such as
personality, learning and perception (Forbes, 2018). Whereas external factors that influence
consumers buyer behaviour are culture, family, marketing activities and social status
(Forbes, 2018). Social media has evolved over the years to now you can use it as a social
network to communicate with others all around the world (Edosomwan et al, 2011).
Between the years of 1996 to 2007 the introduction of new phones such as flip phones and
sliders which were released by international companies such as Nokia and Samsung (Proske
et al, 2020). Later down the years came Apple Inc with the release of the first iPhone which
was the first ever touch screen phone which disrupted the smartphone industry (Proske et
al, 2020).
Smartphone technology impacted on customers

Whyte (2019) says that a smartphone is a mobile device that performs all the functions just
like a computer. Functions that a smartphone provides to their consumers include a camera
systems to take pictures, internet access to do research online and a smartphone can be
used as a microphone to record any audio (Whyte, 2019). At the end of 2020 78% of the
world’s population used smartphones devices according to Statista (2022c) which in the end
led to more than $400 billion U.S. dollars global sales of smartphone devices. With Google
allowing anyone who has access to a smartphone device typically and Android or IOS can
download Google Chrome and gain full access to the World Wide Web (Google, 2023). With
this option by Google PepsiCo customers can research and order products from PepsiCo in
just a click of a button instead of having to go to any physical stores.
Smartphone technology impacted on customers

Furthermore a smartphone is a cellular device that contains a microprocessor, a sim card to

make direct call and messages, a touchscreen display and a built in modem (Viranti and
Farozin, 2019). Other functions that a smartphone include is a smartphone can be used to
play music, play online and offline video games and sending emails to persons (Viranti and
Farozin, 2019).
Social Media technology impacted on customers

Social media refers to as a platform which is used by celebrities, radio casters, influencers
who use this platform to interact and communicate with their fans or consumers (Manning,
2014). Social media can be used in two ways which include using the platform to build
relationships and connections with persons all around the world (Manning, 2014). Also
social media can be used for working in which businesses can use to sell and promote their
products and services to consumers all around the world (Manning, 2014). With Facebook
being the largest social media website with close to 2 billion daily active users according to
Statista (2022d) PepsiCo can advertise most of their products on Facebook to improve their
sales revenue. Forbes (2011) states 70% of PepsiCo workers are on Facebook which makes
advertising their products on Facebook easier since most of their PepsiCo workers would
understand what their consumers are interest in purchasing. Also PepsiCo according to
Statista (2023) spends around $1.90 billion in U.S. dollars on advertising their products in
the United States.
Social Media technology

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Discussion

dmd
Task 2
Task 3
Task 4
Conclusion
Reference list

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%20in%20the%20U.S.%202004%2D2021&text=In%202021%2C%20PepsiCo's%20U.S.
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Appendix
a) PepsiCo Organizational Structure