@article{kabaja2021international,
  title = {International Brands on The Local  Market – Consumer Purchase Decisions},
  author = {Bartlomiej KABAJA},
  year = 2021,
  url = {https://ibimapublishing.com/p-articles/37MKT/2021/3743821/},
  journal = {Communications of International Proceedings},
  volume = 2021 (23),
  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.},
  note = Article ID: 3743821
}