ISSN 1450-2267 Vol.29 No.2 (2012), pp. 233-243
© EuroJournals Publishing, Inc. 2012
http://www.europeanjournalofsocialsciences.com
Impact of Media on Consumers Brand Preference A Study on change Beverage Market with
Reference to Coca-Cola
Thomas Michael
Department of worry Studies, Dr. N.G.P. Institute of Technology
Kalapatty Road, Coimbatore 641048, India
E-mail: thomasparael@sify.com
Tel: 09443441979
V. R. Nedunchezhian
Department of Management Studies, Kumaraguru College of Technology
Chinnavedampatti P.O. Coimbatore 641047, India
E-mail: dirvrn@yahoo.co.in
Tel: 09865117177
Abstract
When the rapid growth of various places in India has led to a viselike competition and
consumers be faced with brand natural selection in the market, it becomes necessary for
manufacturers to understand the major factors attracting buyers to his own brand. The
survey of 538 promiscuously selected consumers of Coimbatore in India examined the role
played by media on consumer brand choice of Coca-Cola (carbonated beverage brand).
Results revealed that the age group of consumers does non hand over prodigious effect on
reception of advertising by Coco-Cola. It also showed that 37.7% of the consumers
pet Coca-Cola more than other brands of carbonated beverages.
The major reason for
brand preference is advertisement (52.6%). TV advertising was most preferred by78.8% of
the respondents of all the media used. High preference for advertisement is highlighted for
companies that want not only to retain their market but also to development their market share.
Keywords: Brand choice, Media, Industry, Coca Cola
1. Introduction
Indian consumers are comely more and more doctored and enlightened about products.Consumers are
getting richer, atomic number 82 to competition in the market place for consumer products. The result is that,
consumer companies are increasingly faced with marketing issues.Today companies do not have any
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