Exploring Consumers’ Attitude and Behavior toward Carbonated Soft Drinks: In the case of Coca Cola and Pepsi Cola

Abstract

Growing concern over obesity, diabetes and overall evaluation of health awareness have led to a strong development of health and wellness trend. This study aim at examining consumer's attitude and behavior toward carbonated soft drinks (CSD) in the case of EABSC and MOHA products and the literature review has explored the different elements that compose customer behavior, these elements will provide a better understanding of what is meant by customer behavior. Combined with Maslow’s hierarchy of needs, 6 key drivers for understanding customers’ behavior and needs when analyzing their drinking habits have been identified. The research instrument used to collect primary data for this study is a questionnaire used and the researcher applied cross sectional (sample survey) descriptive research method, the researcher used cconvenience samples Also known as accidental samples for this study. Where elements were included just happened to be at study site at the right time to answer the research question that is what are the factors and the implication of consumer behavior towards carbonate soft drinks? The finding shows that Addis Ababa's consumers appear to be a young male, aged 35 to 44 years old, with an average drink consumption frequency of few times per week. Their favorite drink is sprit. They are a consumers those are highly susceptible to trying new products, they are overall brand conscious and health conscious. From the data gathered in the study, trends have been identified amongst the A.A consumers suggesting interesting opportunities for new products development. Apart from these positive findings there are certain gaps that the carbonate soft drinks manufacturers have to have overall strategic plane in order to keep their market share and retain customers. They have to start with specific branding and communication to a longer term approach of new products development specifically targeted at different segment of their consumers in order to answer their specific needs.