Consumer Attitude towards a Particular Soft-Drink: A case study of Ambala

The present study is an attempt to identify the factors affecting the consumers demand for the consumption of a particular soft-drink in Ambala by analyzing a sample of 100 consumers who have been interviewed personally through a structured questionnaire in the twin city of Ambala – Ambala City and Ambala Cantt. The factor analysis technique has been used and the factor analysis using principal component extraction method with varimax rotation has extracted three factors which explained about 58 percent of the total variance. All the three factors - "Brand value of product", "Experience with product", and "Accessibility of product" represent different soft-drink attributes important to consumers. The respondents belonging to the category of graduates and above were found health conscious and were choosy in the consumption of a particular soft-drink. The variables taken into consideration were found to be positively correlated with each other.