A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria

Akinrinade Samuel Adewuyi

doi:doi:10.11648/j.ijsts.20231101.14

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A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria

Akinrinade Samuel Adewuyi

Published in International Journal of Science, Technology and Society (Volume 11, Issue 1)

Received: 30 May 2022 Accepted: 5 August 2022 Published: 16 March 2023

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Abstract

Consumers are so much conscious and sensitive in case of selecting brand. This study investigates a comparative study of the influence of advertising on the brand performance of carbonated soft drinks. If there is one requirement to provide businesses a competitive edge in this highly competitive times, it is the necessity for efficient and effective advertising. Since so much money is spent on advertising, analyzing its effects is still essential for businesses, especially those involved in the collusive oligopolistic soft drink market where advertising helps to differentiate products from competitors. With specific reference to Coca-Cola and Pepsi advertisements on the performance of carbonated soft drinks, this study primarily examines the extent to which advertising influences customers' purchasing decisions. The research's methodology included a poll of 400 participants, and the results showed that advertising has a beneficial effect on consumer consumption in Nigeria's soft drink market. Today, it was determined, it is crucial to maintain customers' loyalty to a company's goods, necessitating the development of effective advertising methods like brand equity to stop customers from being disloyal to the brand. A survey was conducted by a significant number of respondents have been influences by the adverts of Coca-Cola and Pepsi.

Published in	International Journal of Science, Technology and Society (Volume 11, Issue 1)
DOI	10.11648/j.ijsts.20231101.14
Page(s)	26-38
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Advertising, Brand, Packaging, Customer Based Brand Equity Model, Soft Drinks

References

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Akinrinade Samuel Adewuyi. (2023). A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria. International Journal of Science, Technology and Society, 11(1), 26-38. https://doi.org/10.11648/j.ijsts.20231101.14

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ACS Style

Akinrinade Samuel Adewuyi. A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria. Int. J. Sci. Technol. Soc. 2023, 11(1), 26-38. doi: 10.11648/j.ijsts.20231101.14

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AMA Style

Akinrinade Samuel Adewuyi. A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria. Int J Sci Technol Soc. 2023;11(1):26-38. doi: 10.11648/j.ijsts.20231101.14

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@article{10.11648/j.ijsts.20231101.14,
  author = {Akinrinade Samuel Adewuyi},
  title = {A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria},
  journal = {International Journal of Science, Technology and Society},
  volume = {11},
  number = {1},
  pages = {26-38},
  doi = {10.11648/j.ijsts.20231101.14},
  url = {https://doi.org/10.11648/j.ijsts.20231101.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijsts.20231101.14},
  abstract = {Consumers are so much conscious and sensitive in case of selecting brand. This study investigates a comparative study of the influence of advertising on the brand performance of carbonated soft drinks. If there is one requirement to provide businesses a competitive edge in this highly competitive times, it is the necessity for efficient and effective advertising. Since so much money is spent on advertising, analyzing its effects is still essential for businesses, especially those involved in the collusive oligopolistic soft drink market where advertising helps to differentiate products from competitors. With specific reference to Coca-Cola and Pepsi advertisements on the performance of carbonated soft drinks, this study primarily examines the extent to which advertising influences customers' purchasing decisions. The research's methodology included a poll of 400 participants, and the results showed that advertising has a beneficial effect on consumer consumption in Nigeria's soft drink market. Today, it was determined, it is crucial to maintain customers' loyalty to a company's goods, necessitating the development of effective advertising methods like brand equity to stop customers from being disloyal to the brand. A survey was conducted by a significant number of respondents have been influences by the adverts of Coca-Cola and Pepsi.},
 year = {2023}
}

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TY  - JOUR
T1  - A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria
AU  - Akinrinade Samuel Adewuyi
Y1  - 2023/03/16
PY  - 2023
N1  - https://doi.org/10.11648/j.ijsts.20231101.14
DO  - 10.11648/j.ijsts.20231101.14
T2  - International Journal of Science, Technology and Society
JF  - International Journal of Science, Technology and Society
JO  - International Journal of Science, Technology and Society
SP  - 26
EP  - 38
PB  - Science Publishing Group
SN  - 2330-7420
UR  - https://doi.org/10.11648/j.ijsts.20231101.14
AB  - Consumers are so much conscious and sensitive in case of selecting brand. This study investigates a comparative study of the influence of advertising on the brand performance of carbonated soft drinks. If there is one requirement to provide businesses a competitive edge in this highly competitive times, it is the necessity for efficient and effective advertising. Since so much money is spent on advertising, analyzing its effects is still essential for businesses, especially those involved in the collusive oligopolistic soft drink market where advertising helps to differentiate products from competitors. With specific reference to Coca-Cola and Pepsi advertisements on the performance of carbonated soft drinks, this study primarily examines the extent to which advertising influences customers' purchasing decisions. The research's methodology included a poll of 400 participants, and the results showed that advertising has a beneficial effect on consumer consumption in Nigeria's soft drink market. Today, it was determined, it is crucial to maintain customers' loyalty to a company's goods, necessitating the development of effective advertising methods like brand equity to stop customers from being disloyal to the brand. A survey was conducted by a significant number of respondents have been influences by the adverts of Coca-Cola and Pepsi.
VL  - 11
IS  - 1
ER  -

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Author Information

Akinrinade Samuel Adewuyi

Department of Political Science, Faculty of Social Science, University of Ibadan, Ibadan, Nigeria

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APA Style

Akinrinade Samuel Adewuyi. (2023). A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria. International Journal of Science, Technology and Society, 11(1), 26-38. https://doi.org/10.11648/j.ijsts.20231101.14

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ACS Style

Akinrinade Samuel Adewuyi. A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria. Int. J. Sci. Technol. Soc. 2023, 11(1), 26-38. doi: 10.11648/j.ijsts.20231101.14

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AMA Style

Akinrinade Samuel Adewuyi. A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria. Int J Sci Technol Soc. 2023;11(1):26-38. doi: 10.11648/j.ijsts.20231101.14

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@article{10.11648/j.ijsts.20231101.14,
  author = {Akinrinade Samuel Adewuyi},
  title = {A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria},
  journal = {International Journal of Science, Technology and Society},
  volume = {11},
  number = {1},
  pages = {26-38},
  doi = {10.11648/j.ijsts.20231101.14},
  url = {https://doi.org/10.11648/j.ijsts.20231101.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijsts.20231101.14},
  abstract = {Consumers are so much conscious and sensitive in case of selecting brand. This study investigates a comparative study of the influence of advertising on the brand performance of carbonated soft drinks. If there is one requirement to provide businesses a competitive edge in this highly competitive times, it is the necessity for efficient and effective advertising. Since so much money is spent on advertising, analyzing its effects is still essential for businesses, especially those involved in the collusive oligopolistic soft drink market where advertising helps to differentiate products from competitors. With specific reference to Coca-Cola and Pepsi advertisements on the performance of carbonated soft drinks, this study primarily examines the extent to which advertising influences customers' purchasing decisions. The research's methodology included a poll of 400 participants, and the results showed that advertising has a beneficial effect on consumer consumption in Nigeria's soft drink market. Today, it was determined, it is crucial to maintain customers' loyalty to a company's goods, necessitating the development of effective advertising methods like brand equity to stop customers from being disloyal to the brand. A survey was conducted by a significant number of respondents have been influences by the adverts of Coca-Cola and Pepsi.},
 year = {2023}
}

Copy | Download

TY  - JOUR
T1  - A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria
AU  - Akinrinade Samuel Adewuyi
Y1  - 2023/03/16
PY  - 2023
N1  - https://doi.org/10.11648/j.ijsts.20231101.14
DO  - 10.11648/j.ijsts.20231101.14
T2  - International Journal of Science, Technology and Society
JF  - International Journal of Science, Technology and Society
JO  - International Journal of Science, Technology and Society
SP  - 26
EP  - 38
PB  - Science Publishing Group
SN  - 2330-7420
UR  - https://doi.org/10.11648/j.ijsts.20231101.14
AB  - Consumers are so much conscious and sensitive in case of selecting brand. This study investigates a comparative study of the influence of advertising on the brand performance of carbonated soft drinks. If there is one requirement to provide businesses a competitive edge in this highly competitive times, it is the necessity for efficient and effective advertising. Since so much money is spent on advertising, analyzing its effects is still essential for businesses, especially those involved in the collusive oligopolistic soft drink market where advertising helps to differentiate products from competitors. With specific reference to Coca-Cola and Pepsi advertisements on the performance of carbonated soft drinks, this study primarily examines the extent to which advertising influences customers' purchasing decisions. The research's methodology included a poll of 400 participants, and the results showed that advertising has a beneficial effect on consumer consumption in Nigeria's soft drink market. Today, it was determined, it is crucial to maintain customers' loyalty to a company's goods, necessitating the development of effective advertising methods like brand equity to stop customers from being disloyal to the brand. A survey was conducted by a significant number of respondents have been influences by the adverts of Coca-Cola and Pepsi.
VL  - 11
IS  - 1
ER  -

Copy | Download