Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access

Analysis of Brand Preference of Soft drinks in the Global Environment


   Subscribe/Renew Journal


One of the most competitive markets in the world at present is the soft drink market in which crores of rupees on advertisement and other promotional activities are being spent. It is one of the many sectors, registering steady growth over a hundred years throughout the world. In India, the soft drink industry is flourishing well with a wide range of brands comprising both popular international and national and regional branded soft drinks. In the present investigation, the impact of globalisation on brand preference of soft drinks and the factors determining the brand preference are studied.
User
Subscription Login to verify subscription
Notifications
Font Size

Abstract Views: 293




  • Analysis of Brand Preference of Soft drinks in the Global Environment

Abstract Views: 293  | 

Authors

Abstract


One of the most competitive markets in the world at present is the soft drink market in which crores of rupees on advertisement and other promotional activities are being spent. It is one of the many sectors, registering steady growth over a hundred years throughout the world. In India, the soft drink industry is flourishing well with a wide range of brands comprising both popular international and national and regional branded soft drinks. In the present investigation, the impact of globalisation on brand preference of soft drinks and the factors determining the brand preference are studied.