Factors Influencing Buying Behavior of Consumers of Domestic Soft Drinks:A Case Study

Many local soft drinks manufacturing enterprises are operating at the regional level and a few of them operating at the national level which are quietly stealing the thunder from the two multinational giants like Pepsi and Coca Cola by selling quality products pricees cheaper than those of MNCs. This is particularly happening mostly in all small towns and rural areas. To be a successful enterprise, one should understand the buying behaviour and also the factors which influences the consumer to buy the product. In this background, the present study is taken up to understand the consumer perception and buying behavior towards local soft drinks. The study identifies factors which influence consumers to prefer domestic soft drinks in the market with Dakshina Kannada region as a representative case.

The study shows that all the age groups of consumers are satisfied with domestic soft drinks in this region and the factors like price and availability of the products are the most important factors which are influencing the consumers to prefer domestic brands in the market.