Compare And Contrast Perceptions Of Coca-Cola And Pepsi

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Kinjal Gandhi (2014)41, Prior researches on brand personality have shown that consumers develop relationships with brands and often anthropomorphize inanimate products. Coca-Cola and Pepsi are two leading soft-drink brands in India occupying 95% of the softdrink market. With low, almost negligible, functional benefits (read: health benefits) of soft drinks (Vartanian, Schwartz, & Brownell, 2007) and no differentiation in taste, colour or price of the two brands, marketers have to cash in on the self-expressive value of their product. This study comparatively evaluated personality perceptions of the two brands for young Indian consumer. Kinjal Gandhi (2014)42, Prior researches on brand personality have shown that consumers develop relationships with brands and often anthropomorphize inanimate products. Coca-Cola and Pepsi are two leading soft-drink brands in India occupying 95% of the soft drink market. With low, almost negligible, functional benefits (read: health benefits) of soft drinks (Vartanian, Schwartz, & Brownell, 2007) and no differentiation in taste, color or price of the two brands, marketers have to cash in on the self-expressive value of their product. This study comparatively evaluated personality perceptions of the two brands for young Indian consumer. Suddin Lada (2014)43, Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the

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