ASSIGNMENT

BASIC RESEARCH METHOD

REPORT
BY
GROUP – 2

NAMES:
HASSAN KHAN (BB-6683)
SEHER JAMSHAID (BM-1748)
MUZAMMIL (BB-7148)
TOPIC:
IMPACT OF DIFFERENT FACTORS ON REPURCASE
INTENTION OF CONSUMERS OF COCA – COLA
 1. PROBLEM STATEMENT
The problems faced by Coca-Cola Company are high sugar harmful to health, increase in
competitors, plastic bottle waste and water scarcity. These issues will lead to many negative impacts
to social and natural environment. Coca-Cola is rich in sugar, especially sucrose, which causes dental
caries when consumed regularly. Besides this, the high caloric value contributes to obesity. Both are
major health issues in the developed world. The research basically based on the repurchase
intention of consumers beside these problems.

2. RESEARCH OBJECTIVE
Coca- Cola conducts marketing research by using the themes of marketing. They make sure what the
customer wants.

This research paper focuses on influence of brand loyalty on consumer repurchase intentions.
Therefore aims and objectives of current study is to find out the impact of different factors on
repurchase intention of consumers.

3. SIGNIFICANCE OF THE RESEARCH

The importance of the current research study. In the business of Global Beverage Brand specified to
COCA – COLA to design marketing strategies to increase consumer purchase intension in the city of
Karachi.

4. LITERATURE REVIEW
The relationship between the price of Coca-Cola and consumer purchase intention can vary
based on several factors, and it's important to note that consumer behavior is influenced by a
multitude of variables. Generally, however, there are a few perspectives to consider:

a. Brand Perception:
 Coca-Cola is a well-established and globally recognized brand.
Consumers may be willing to pay a premium for the perceived
quality and brand image associated with Coca-Cola.
b. Price Sensitivity:
 Consumers have different levels of price sensitivity. Some may be
more price-conscious and influenced by the cost of Coca-Cola,
while others may prioritize the brand over price.
c. Substitute Products:
 The availability of substitute products can impact the relationship
between price and purchase intention. If there are many alternatives
that are perceived as similar, consumers may be more sensitive to
price changes.
d. Economic Factors:
 Economic conditions, such as inflation and income levels, can also
influence consumer purchase intention. In times of economic
uncertainty, consumers may be more price-conscious.
e. Marketing and Promotions:
 Coca-Cola often employs marketing strategies, promotions, and
discounts that can influence consumer perception and purchase
intention. Special promotions or discounts may positively impact
purchase intention.
f. Consumer Demographics:
 Different demographic groups may respond differently to price
changes. For example, younger consumers may be more influenced
by promotions or lower prices, while older consumers may have
stronger brand loyalty.
g. Psychological Pricing:
 The way prices are presented can also impact consumer perception.
For example, prices ending in .99 may be perceived as more
affordable.

5. HYPOTHESIS DEVEOPMENT

o H1: Price has a positive impact on Consumer Purchase Intension.

o H2: Quality has a positive impact on Consumer Purchase Intension.
o H3: Brand Image has a positive impact on Consumer Purchase Intension.

6. DATA COLLECTION METHODS

The data below collected through mentioned ways.

• Social Media

• Survey Form
7. DISCUSSING VARIABLES IN HYPOTHESIS

o DEPENDENT VARIABLE
H1:
• The dependent variable is what you are trying to measure or predict in
an experiment or study. In this case, "Consumer Purchase Intention" is
the dependent variable because it is the outcome or response that
may be influenced by changes in the independent variable, which is
the price of Coca-Cola.
H2:
• Consumer Purchase Intention is the dependent variable because it is
what you are trying to measure or predict. It is the outcome or
response that may be influenced by changes in the independent
variable.
H3:
• Consumer Purchase Intention is the dependent variable because it is
what you are trying to measure or predict. It is the outcome or
response that may be influenced by changes in the independent
variable.
 o INDEPENDENT VARIABLE

H1:
• The independent variable is the variable that is manipulated or
changed in an experiment or study to observe its effect on the
dependent variable. In this statement, the "Price of Coca-Cola" is the
independent variable because it is being considered as a factor that
may have an impact on "Consumer Purchase Intention.“
H2:
• Quality is the independent variable because it is the variable that is
manipulated or changed in an experiment or study to observe its
effect on the dependent variable. In this statement, the quality of a
product is being considered as a factor that may have an impact on
Consumer Purchase Intention.
H3:
• Brand Image is the independent variable because it is the variable that
is manipulated or changed in an experiment or study to observe its
effect on the dependent variable. In this statement, the brand image is
being considered as a factor that may have an impact on Consumer
Purchase Intention.
 8. RESULTS
The picture below shows the results of impact of price, quality and brand image of Coca - Cola on
Consumer Behavior:

Price Impact On Quality Impact On

Consumer Behavior
Consumer Behavior
Quality

Affordable 70
Expensive 60 Normal; 60
16% Highly Ex- 50
pensive
26% 40
Cheap
78% Good; 33
30
32% 20 V Good; 22
10 Bad; 11
0
G ood V G ood N orm a l Bad

Brand Image Impact On Consumer Behavior

Normal 65%

Very Good 30%

Bad 32%

Good 60%

0% 10% 20% 30% 40% 50% 60% 70%

Sales
With reference to the results beyond it is concluded that preference of consumers about Coca – Cola is
irrespective of change in any factor. The taste and brand image of Coca – Cola make it prominent in the
industry as a world leader.

Summary of the results about above 3 factors is mentioned below:

Price % Quality % Brand Image %

Affordable 1.95 Good 1.08 Good 1.05

Expensive 1.65 V. Good 1.05 V. Good 0.75

Highly Expensive 1.05 Normal 1.02 Normal 0.06

Cheap 0.75 Bad 0.09 Bad 0.03

9. CONCUSION
The Coca-Cola Company is the #1 company within the non-alcoholic beverages industry. They have a
number of years standing of being the leader and investors know that the Coca-Cola Company has an
extraordinary reputation for maximizing shareholder value.