Impact of Brand consciousness, Perceive quality, Emotional value, and Perceived Product Price on Soft drink choice

Abstract

The main objective of this research paper is to identify the effects of branding on consumer purchase decision which focus on soft drinks industry in Bangladesh. The whole research has been done based on the consumer preference towards soft drinks industry in Bangladesh. The core idea of this project is what consumer feels about branding, it is really affected their buying decision or not. Presently a-days, soft drinks turn into an in vogue thing for the young as well as for the more established individuals on the world. Bangladesh has a developing business sector for soft drinks. This study considered several influencing factors including brand consciousness, perceive quality, emotional value, and perceived product price and their impact on consumer Soft drink choice. As a cross-sectional research, data has been collected from 150 people that comprise of different age and profession such as, students, businessman & service holder. The information which is collected during the interview process through questionnaire is used to investigate the assumptions raised in the project purpose. Various statistical techniques like descriptive statistics, correlation and multiple regressions were used to analyze the impact of independent variables on dependent variable. Results show that emotional value and perceived product price influence more on soft drinks purchase. Bases on the findings several conclusions were drawn and some recommendations were provided.