An Exploratory Study on Brand Preference of Cool drinks in Gobichettipalayam Town

[Srini]

   

An Exploratory Study on Brand Preference of Cool drinks in

Gobichettipalayam Town

S. MAHALINGAM M.B.A., M.Phil., M.Com.,

FACULTY OF MANAGEMENT,

237, TAMIL NAGAR, KURUMANDUR MEDU, KURUMANDUR – 638457

GOBI TK , ERODE DT

AND

P.A. VENKATACHALAPATHY M.B.A., M.Phil., Ph.D (Scholar),

HOD OF MANAGEMENT,

BHARATHIDASAN ARTS AND SCIENCE COLLEGE,

KAVINDAPADI, ERODE,

ABSTRACT
The soft drinks market in India has undergone a major shake up as a result of the entry of two well known multinational companies namely Coca-Cola and Pepsi. Ever since, it is obvious that the competition is virtually confined to Pepsi and Coca-Cola only as both the companies are following aggressive marketing strategies to win over customers’ loyalty in eternally existing stiff competition. Hence, an attempt has been made by the researcher in this present study to analyze the brand preference of Cool Drinks in Gobichettipalayam Town.

Key Words: shake up, multinational, virtually, confined, aggressive, loyalty, eternally, stiff.

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