A STUDY ON CONSUMER PREFERENCE WITH SPECIAL REFERNCE TO COCO – COLA COMPANY

Author (s) : P.Rajeshwari, Dr.L.Mary Antoni Rosalin & Dr.J.Ashok kumar

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Abstract :
A Study entitled “A study on consumer preference with special reference to coco – cola company in Krishnagiri district” The purpose of this research was to check the influence of Brand Loyalty on consumer Repurchase Intentions of Coca-Cola and also find out the factors affecting brand loyalty and repurchase intentions of Consumers. For this purpose we conduct the survey among the students of universities. The sample consisted of 110 Students of different universities situated in Layyah. We used Correlation technique to find out the relationship of brand loyalty with repurchase intentions, and how brand loyalty effects the repurchase intentions of Coca-Cola.. The finding of our research showed that that customer satisfaction and the brand image are the major factors that affect the brand loyalty of the consumer towards any brand. And finding of our research indicates that brand loyalty and repurchase intentions has positive relationship which means, brand loyalty influence the repurchase intentions of consumer.

Keywords : Customer Satisfaction, Brand Image, Brand Loyalty, Repurchase Intentions

Conference Date : 30/08/2019

Pages : 272

Paper ID : 19263