Demographic Behaviour of Consumers Towards Consumption of Soft Drinks

The present study endeavours to determine the role of demographic variables which affect the behaviour of consumers towards consumption of soft drinks. This study is descriptive in nature which is based on self-structured questionnaire. For the analysis purpose data has been collected from 200 respondents by using convenience sampling technique. The hypothesis was framed in order to analyse the effect of demographic variables on consumer behaviour and the ANOVA test was applied to prove this hypothesis. The empirical findings reveal that young people were more brand switchers whereas homemakers were more brands loyal. The highly educated respondents were found to be in favour of low priced brands. It was also observed that the choice of those respondents who were having income between one lakh to two lakh was influenced by location of the store.