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Analysing the impact of advertising in the soft drink market of Mauritius : the case study of Coca-Cola

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conference contribution
posted on 2017-12-06, 00:00 authored by D Chinnapen-Sathan, V Oogarah-Hanuman, R Ramsaran-Fowdar
In an era of high degree of competitiveness, if there is one prerequisite to give businesses a competitive edge, it is the need to advertise effectively and efficiently. Since so much money is being devoted to advertising, analysing its impact remains vital for firms, especially for those forming part of the collusive oligopolistic market of soft beverages, where advertising helps in making the difference in the market place. This paper mainly analyses the degree of influence advertising has on consumers‟ buying behaviour, with particular reference to Coca- Cola advertisements. The methodology used in the study consisted of a survey on a sample of 150 respondents, and the finding revealed the positive impact of advertising on consumption level in the soft beverage market of Mauritius. It was concluded that nowadays, it is important to sustain customer's loyalty to a company's product, hence the need to develop appropriate advertising strategies like brand equity to prevent consumers from turning unloyal to the brand.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Start Page

160

End Page

177

Number of Pages

18

Start Date

2012-01-01

Finish Date

2012-01-01

eISSN

2226-6577

Location

Skycity Marriott Hotel, Hong Kong

Publisher

Knowledge Association of Taiwan

Place of Publication

Taipei, Taiwan

Peer Reviewed

  • Yes

Open Access

  • Yes

External Author Affiliations

CIM Global Business (Mauritius); Institute for Health and Social Science Research (IHSSR); University of Mauritius;

Era Eligible

  • Yes

Name of Conference

International Symposium on Business and Management

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