AN EMPIRICAL INVESTIGATION OF BRAND LOYALTY TOWARDS PEPSI-CO BEVERAGES WITH SPECIAL REFERENCE TO TIRUCHIRAPALLI DISTRICT

N.Satheesh Kumar, Karuppasamy Pandian, R. Murali

Abstract


Understanding Consumer Preference becomes inevitable in this competitive era, for any product, especially for soft drinks market. Sales volume is the Key performance indicator of the consumer satisfaction towards the product. Previous literature supports our research that satisfied consumer will retain towards the same brand which will leads to stand in the arena. In this paper the researcher identified the key factors which induce the consumers to buy the PepsiCo range of soft drinks repeatedly in trichirapalli city. The important aspect of this research is that, the researcher has added loyalty variables and found out the impact of loyalty among the consumers using regression analysis. A Structured Questionnaire was developed with the help of the review according to the trichirapalli region. Data collected from 383 respondents from the important parts of the city. Analysis and Interpretation made through SPSS 14.0. Reliability statistics, Multiple Regression and t- tests were used. Interesting findings were revealed in this study by the researcher.


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ISSN : 2251-1555