Factors affecting brand equity of carbonated soft drinks industry : a study of Coca-Cola and Pepsi from Malaysian youth perspective

Abstract

The objective of this research is to identify the factors affecting the brand equity of carbonated soft drinks from Malaysian youth perspective in two specific cola brands namely; Coca-Cola and Pepsi. In this ongoing era, soda drinks both carbonated and non-carbonated have escalated in diverse formations coming from miscellaneous brands around the globe. However, talking about carbonated soft drinks, Coca-Cola and Pepsi have been the dominant brands across the world where civilizations exist including Malaysia where more than one in three Malaysian pupils consume at a minimum of one can of soft drink in a day. A self-administered primary data were collected through convenience sampling using questionnaire in universities and shopping malls. Data were collected from 300 respondents of different gender, educational level, different monthly income and profession who consume cola drinks in regular basis. Customer based brand equity model were used as conceptual framework and the independent and dependent variables are namely; brand loyalty, brand quality, brand awareness, brand association and brand equity. Data were analysed using descriptive and inferential analysis through Statistical Package for the Social Sciences (SPSS). From the findings of the analysis it was found that all the hypotheses are significant and are supported and accepted. The most effective factor that influence or affect brand equity was found to be the brand quality followed by brand loyalty and then brand association and brand awareness. This research will help the cola brands and the marketing managers to know about their market position and where they stand now in their consumer‘s mind and how they can compete with the upcoming changes in the government rules regarding soft drinks and beverages