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2. UNIVERSITY SCHOOL OF MANAGEMENT AND ENTREPRENEURSHIP
3. MBA

Title:	MAJOR RESEARCH PROJECT ON Brand Switching Analysis of CocaCola Drinks
Authors:	K Menon, Abhishek Gulati, Ridima Kundra, Yashvi
Keywords:	Analysis of CocaCola Brand Switching Hypothesis Assumptions
Issue Date:	31-May-2021
Description:	With the increasing globalization and increasing competition, consumers have a vast number of options to select from. Thus consumers are quickly switching from one brand to another. With a wide variety of brands of soft drinks available in the market, there is a high degree of brand switching. Brand switching in this sector is the outcome of many factors like taste, quality, price, marketing strategy, brand awareness, and loyalty. This research paper focuses on understanding consumer behavior, the factors affecting the customer’s repurchase decision concerning Coca-Cola. It also investigates the brand loyalty among the customers of Coca-Cola and how it affects customers switching to other brands. The research also studies how the advertisement strategies affect brand image and loyalty among the customers.
URI:	http://dspace.dtu.ac.in:8080/jspui/handle/repository/18518
Appears in Collections:	MBA

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