Издательство: | Книга по требованию |
Дата выхода: | июль 2011 |
ISBN: | 978-3-6392-7029-7 |
Объём: | 136 страниц |
Масса: | 227 г |
Размеры(В x Ш x Т), см: | 23 x 16 x 1 |
A case study of Coca Cola and Pepsi has been undertaken in order to comprehend whether or not branding affects consumer purchase decesion. Previous research ' The Pepsi Challenge' has been emulated and discussed in order to come to a conclusion.The research methodology consisted of a binomial experiment, conducted on participants and dealt with participant's ability to distinguish Coca- Cola from Pepsi. Quantitative analysis of questionnaires, given to participants, was utilised to create an analysis of graphs. A semiotic analysis of a Coca-Cola can as well as Pepsi can was conducted in order to comprehend the brand image of these respective brands. The Porter?s Five Forces Framework was recreated for the soft-drink industry in order to gain a grasp of how the firms are likely to gain competitive advantages over other rival firms. The results obtained suggest that branding is a key variable affecting consumer purchase decision
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