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Více informací o knize Does Branding Affect Consumer Purchase Decision?

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Anotace knihy

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

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Does Branding Affect Consumer Purchase Decision?
• Podnázev: Branding and Consumer Decisions
• Autor: Tania Shaikh
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 136
• EAN: 9783639270297
• ISBN: 3639270290
• ID: 06834305
• Nakladatelství: VDM Verlag
• Hmotnost: 209 g
• Rozměry: 229 × 152 × 8 mm
• Datum vydání: 20. July 2010

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