Brand Preference In The Soft Drinks Industry ( In The Case Of Coca Cola Pepsi Cola In Addis Ababa Hotels)

This research has been undertaken with a purpose of evaluating the level of brand preference in the soft drinks industry (In the case of Coca Cola & Pepsi Cola) in Addis Ababa Hotels through basing on the component parts of: logistics support, customer service provision, and promotional efforts undertaken.rnConsidering the business to business relationship of the research objective, multi stage sampling technique has been implemented in which hotels found at the higher class level and star level have been selected through stratified sampling technique and according to their area of dispersion area sampling technique has been also put into place.rnHence, the major findings assumed as a basis for brand preference are ensuring product availability at the right timing and quantity, prior information provision to the hotels before delivery of products is undertaken, and administration of TV ads through famous people to mention some.rnIn line with the major findings and as a low involvement product category the two rival companies are heavily competitive on the logistics component especially in ensuring the product availability with the required brand proportion and timing so as to prevent easily switching of consumers in attaining business sustainability as a strategic competitive advantage

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