1. The competition between coca cola & pepsi brands in turkish market: the brand loyalty
Authors : Blesa Ibrahim Mohammed
Pages : 289-302
DOI : http://dx.doi.org/10.21172/1.83.044
Keywords : Brand loyalty,consumer preference factors,cola war. Abstract :AbstractThe purpose of this paper is aims to investigate no aperant cola war existing between coca cola and Pepsi compared with other major markets in the world.and explore the factors that help Turkish people to choose cola as a soft drink. The study show that there is potential in the Turkish market and the consumers are not fully loyal to Coca Cola, since a unit change in Coca Cola’s Brand/Advertising Communication can bring about significant decrease in their chances for being chosen by the consumer which shows that there is still room for improvement from Coca Cola on that part. Indicating that in the Turkish consumers’ mind Coca Cola is still not well established and Pepsi has a lot to fight for, provided Pepsi is willing to start the Cola war in Turkey. The results also show that proper distribution and an consumer engaging Marketing strategy some of which are also advised in the paper Pepsi can bring the fight to Turkish Territory as well.
Citing this Journal Article :Blesa Ibrahim Mohammed, "The competition between coca cola & pepsi brands in turkish market: the brand loyalty", Volume 8 Issue 3 - May 2017, 289-302
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