Consumers Preference and Consumers Buying Behavior on Soft Drinks: A Case Study in Northern Province of Sri Lanka

V.Anojan
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Consumers Preference and Consumers Buying Behavior on Soft Drinks: A Case Study in Northern Province of Sri Lanka

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Abstract

This study focused to find the consumer’s preference effect consumer’s buying behavior of all soft drinks which consumed by ordinary consumers in Northern Province. This study tested by using two main established variables which are consumer’s preference include four sub variable such as perceived product, perceived price, perceived place, perceived promotion and consumer’s buying behavior include four sub variable such as culture, Social factors, personal factors, psychological factors. The main objective was to evaluate the consumer’s preference and buying behavior of soft drinks. This survey has been explored the level of influence of consumer’s buying behavior. customer personal information which consists of gender, location of business, income level, brand, consuming period, preference and advertising media and also through research information which includes the dimensions of all variables. Information collected from 300 samples in the Northern Province for this study.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

V.Anojan. 2015. "Consumers Preference and Consumers Buying Behavior on Soft Drinks: A Case Study in Northern Province of Sri Lanka". Global Journal of Management and Business Research, Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue E2).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
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Classification
GJMBR-E Classification JEL Code: P36
  • Submission ReceivedFebruary 3, 2015
  • Peer Review Double Blind
    Handling Editor
  • Accepted March 4, 2015
  • Published March 15, 2015
Version of record

v1.2

Issue date
March 28, 2015

Language
English
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Consumers Preference and Consumers Buying Behavior on Soft Drinks: A Case Study in Northern Province of Sri Lanka

V.Anojan
V.Anojan University of Jaffna
  • Submission ReceivedFebruary 3, 2015
  • Peer Review Double Blind
    Handling Editor
  • Accepted March 4, 2015
  • Published March 15, 2015