Factors influencing the choice of brand PEPSI

Abstract

At the first time when Pepsi was launched by Caleb Davis Bradham, this carbonate drink create a new horizon in the industry. After more than 100 years, Pepsi have its own position in market. Therefore, the topic of this research is factors influencing the choice of brand Pepsi. The aim is to determine factors that affect the choice of brand Pepsi and what is the most important among these factors. There are six variables that could affect the choice of brand Pepsi: Taste, Price, Advertisement, Brand Credibility, Group Influence and Brand Loyalty. In order to find out how each factor impacts the customer decision and determine the most important factor, the quantitative approach is the major method used, with statistical techniques applied, including factor, multiple regression, and path analyses. The unit of analysis is at individual level with the sample size of 261 respondents in Ho Chi Minh City. The findings of this research indicates that TASTE is the most significant of all factors influencing to the choice of brand Pepsi, then come ADVERTISEMENT, PRICE, BRAND CREDIBILITY, GROUP INFLUENCE and BRAND LOYALTY in the descending level of significance. The majority of respondents agree that they are willing to buy Pepsi because of the taste is good. The price is quite reasonable that make this soda drink be an assistant of the owner in personal life. Social Influence also plays important role. Brand credibility and brand loyalty also contribute to show customer satisfaction.