Bartlomiej KABAJA

Cracow University of Economics, Department of Packaging Science, Rakowicka St. 27,31-510 Kraków, Poland

Abstract

The aim of the study was to determine consumer preferences in terms of purchasing cola-flavored carbonated drinks by conducting a thorough analysis of the respondents’ behavior.

The study comprised 60 adult respondents: 27 women (45%) and 33 men (55%). The selection of the study sample was random. The research was conducted in September 2020. The adopted research procedure assumed the use of eye-tracking methods. The research results show that Coca-Cola was the most frequently chosen cola-flavored carbonated drink among the participants of the study. The conducted research confirms how much attention and recognition accompany brands with a global reach. Local brands of the carbonated drinks segment will probably have to carry out more targeted marketing and PR activities to increase their share in this market.

Keywords: Brand, Globalization, Product, Beverages.
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