Does Branding Affect Consumer Purchase Decision?

Name: Does Branding Affect Consumer Purchase Decision?
Brand: VDM Verlag
SKU: 9783639270297
Price: 259.28 PLN
Availability: InStock

Branding and Consumer Decisions

Autor: Tania Shaikh

Język:

Oprawa: Miękka

Wydawca: VDM Verlag

Dostępność: Dostępna u dostawcy

Wysyłamy za 14-21 dni

259.28 zł

A case study of Coca Cola and Pepsi has been undertaken in order to comprehend whether or not brandi...

Informacje o książce

Autor

Tania Shaikh

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2010

strony

136

EAN

9783639270297

ISBN

3639270290

Enbook ID

06834305

Wydawca

VDM Verlag

Waga

209

Wymiary

152 x 229 x 8

Pełny opis

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

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Does Branding Affect Consumer Purchase Decision?

Branding and Consumer Decisions

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