By Group – 2 :

Hassan Khan (BB-6683)

Seher Jamshaid (BM-1748)
Muzammil (BB-7148)
A Thesis submitted is fulfillment of the requirements
to the class of Basic Research Method
at ILMA University Karachi , Pakistan
November - 2023

INTRODUCTION

Coca Cola, the world 's largest soft drink producer having a strong brand
identity in the global market . In 2007, the brand value of the company was
44.13 billion US dollars, and in 2010 Coca Cola ranked in the list of the top
10 most powerful brands in the world (Millward Brown 's BrandZ index,
2010). Coca-Cola owns or license and market with more than 500 non
alcoholic beverage brands, primarily sparkling beverages but also a variety
of still beverages such as waters, enhanced waters, juices and juice drinks,
ready-to-drink teas and coffees, and energy and sports drinks. Along with
Coca-Cola; which is recognized as the world’s most valuable brand, it owns
and markets’ four of the world’s top five nonalcoholic sparkling beverage
brands, including Diet Coke, Fanta and Sprite. Finished beverage products
bearing our trademarks, sold in the United States since 1886, are now sold
in more than 200 Countries.
PROBLEM STATEMENT
The problems faced by Coca-Cola Company are high sugar harmful to health,
increase in competitors, plastic bottle waste and water scarcity. These issues will
lead to many negative impacts to social and natural environment. Coca-Cola
is rich in sugar, especially sucrose, which causes dental caries when consumed
regularly. Besides this, the high caloric value contributes to obesity. Both are
major health issues in the developed world. The research basically based on the
repurchase intention of consumers beside these problems.

RESEARCH OBJECTIVE
• Coca- Cola conducts marketing research by using the themes of marketing.
They make sure what the customer wants.
• This research paper focuses on influence of brand loyalty on consumer
repurchase intentions. Therefore aims and objectives of current study is:
 Find out the impact of different factors on repurchase intention of
consumers.
SIGNIFICANCE OF THE RESEARCH
The importance of the current research study. In the business of Global Beverage Brand
specified to COCA – COLA to design marketing strategies to increase consumer purchase
intension in the city of Karachi.

Culture

Social

Determination of
Consumer Personal
Behavior
Psychological

Economical
 LITERATURE REVIEW
CONCEPTUAL RESEARCH MODEL price

Quality

Consumer
Purchase Brand Image
Intension

HYPOTHESIS DEVELOPMENT
H1: Price has a positive impact on Consumer Purchase Intension.
H2: Quality has a positive impact on Consumer Purchase Intension.
H3: Brand Image has a positive impact on Consumer Purchase Intension.
CONSUMER PURCHASE INTENTIONS
Purchase intention, also called customer or buyer' intent, is a measure of each shopper's
propensity to buy a product or service. It is: “The Sum total of cognitive, affective and
behavioral towards adoption, purchase, and use of the product, services, ideas or certain
behaviors.

DATA COLLECTION
The data below collected through mentioned ways.
• Social Media
• Survey Form

Price % Quality % Brand Image %

Affordable 1.95 Good 1.0 Good 1,05 Interview Social Media
8 Collected
Expensive 1.65 V. Good 1.0 V. Good 0.75 Data
5 Survey Form
Highly Expensive 1.05 Normal 1.0 Normal 0.06
2
Cheap 0.75 Bad 0.0 Bad 0.03
9
 DISCUSSING VARIABLES IN HYPOTHESIS
DEPENDENT VARIABLE
H1:
• The dependent variable is what you are trying to measure or predict in an
experiment or study. In this case, "Consumer Purchase Intention" is the
dependent variable because it is the outcome or response that may be
influenced by changes in the independent variable, which is the price of Coca-
Cola.
H2:
• Consumer Purchase Intention is the dependent variable because it is what you
are trying to measure or predict. It is the outcome or response that may be
influenced by changes in the independent variable.
H3:
• Consumer Purchase Intention is the dependent variable because it is
what you are trying to measure or predict. It is the outcome or response
that may be influenced by changes in the independent variable.
INDEPENDENT VARIABLE
H1:
• The independent variable is the variable that is manipulated or changed in an
experiment or study to observe its effect on the dependent variable. In this
statement, the "Price of Coca-Cola" is the independent variable because it is
being considered as a factor that may have an impact on "Consumer Purchase
Intention.“
H2:
• Quality is the independent variable because it is the variable that is manipulated or
changed in an experiment or study to observe its effect on the dependent variable. In
this statement, the quality of a product is being considered as a factor that may have an
impact on Consumer Purchase Intention.
H3:
• Brand Image is the independent variable because it is the variable that is manipulated
or changed in an experiment or study to observe its effect on the dependent variable. In
this statement, the brand image is being considered as a factor that may have an impact
on Consumer Purchase Intention.
 RESULTS

Quality Impact On Consumer Behavior

Price Impact On Consumer
Behavior Quality

70

16% Affordable 60 Normal; 60

Expensive
Highly Expensive 50
26%
Cheap
40
78%
Good; 33
30
32% V Good; 22
20

10 Bad; 11

0
G ood V G ood N orm a l Bad
 Brand Image Impact On Consumer Behavior

Normal 65%

Very Good 30%

Bad 32%

Good 60%

0% 10% 20% 30% 40% 50% 60% 70%

Sales
CONCLUSION

The Coca-Cola Company is the #1 company within the non-

alcoholic beverages industry. They have a number of years
standing of being the leader and investors know that the Coca-
Cola Company has an extraordinary reputation for maximizing
shareholder value.