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Könyv címe:

Does Branding Affect Consumer Purchase Decision?

Branding and Consumer Decisions

VDM Verlag Dr. Müller (16.06.2010 )

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ISBN-13:

978-3-639-27029-7

ISBN-10:
3639270290
EAN:
9783639270297
Könyv nyelve:
angol
Ismertető:
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
Kiadó:
VDM Verlag Dr. Müller
Weboldal:
http://www.vdm-verlag.de
Szerezte:
Tania Shaikh
Oldalszám:
136
Kiadja:
16.06.2010
Raktárkészlet:
Raktáron
Kategória:
Reklám és marketing
Ár:
59,00 €
Kulcsszavak:
Branding

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