A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS SOFT DRINKS: A CASE STUDY IN BANGALORE

Abstract

Understanding consumer behavior of an essential component in developing a marketing plan since customers are the most crucial aspect in the success of any organization. The study of what consumers purchase, how they buy it, where they buy it, and how much of it they buy at what time and place. Along with the choice of whether to buy or not, there is also the choice of which source to use. The purpose of this study is to examine soft drink consumer preferences and purchasing trends. Understanding consumer behavior is one of the essential elements in developing a marketing plan, as customers are the most important aspect of the success of any business. Consumer demand is key in the context of the perpetual business as it has been proven to drive companies into the organization. Therefore, you need to understand the importance of their actions while creating and executing your marketing tactics. Consumer behavior is the object of study. What to buy, why to buy (price, advertising), why to buy (product), where (store), how (method) to buy (method of purchase), etc. In addition, factors that influence internal and external behavior, such as self-concept, age, family, social and cultural background, and views on both socioeconomic class and personality. Keywords: Consumer buying behavior, buying soft drinks, product, price, place, promotion.