Reference group influence on purchase decision making of soft drinks: a demographic study based on Clemon

Abstract

The beverage industry in our country compiles various sorts of marketing aspects that significantly enhanced my interest towards doing my internships report on the topic of “Reference Group Influence on Purchase Decision Making of Soft Drinks: A Demographic Study Based on Clemon.” The objective of this research is to measure the reference group influence on purchase decision making of soft drinks. This research is descriptive in nature. To conduct this study the primary and secondary are used. My research report initially provides a nominal idea of the beverage industry in our country. Then derailed overview of AKIJ Group and also AKIJ Food & Beverage Ltd (AFBL), which is a venture of Akij group, is presented. After the company descriptive part, analysis segment is incorporated. Starting with 4ps analysis of AFBL, budgeting & sales forecasting, SWOT analysis. The current competitive culture in the soft drinks industry leads the organization to the difficult situation to survive. Therefore, this study enables the marketers to take appropriate decision about the consumers buying behavior. The sample of 172 is determined through non-probability convenience sampling technique. Data is collected through structured questionnaire and in-depth interview. Internet is also used for collecting secondary data. The data is analyzed through different mathematical tools. Microsoft excels, Statistical Package for Social Science (SPSS16.0) are used to analyzed the data. This research found that consumers own personality is the most influencing factor to take a purchase decision regarding the soft drinks’. Consumers collect information from those who know more about soft drinks on the other hand they do not collect information from those who work in soft drink Company. This research also found that celebrity and role model have less impact on the consumers to choose a specific brand of soft drinks.