A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria

Abstract

Consumers are so much conscious and sensitive in case of selecting brand. This study investigates a comparative study of the influence of advertising on the brand performance of carbonated soft drinks. If there is one requirement to provide businesses a competitive edge in this highly competitive times, it is the necessity for efficient and effective advertising. Since so much money is spent on advertising, analyzing its effects is still essential for businesses, especially those involved in the collusive oligopolistic soft drink market where advertising helps to differentiate products from competitors. With specific reference to Coca-Cola and Pepsi advertisements on the performance of carbonated soft drinks, this study primarily examines the extent to which advertising influences customers' purchasing decisions. The research's methodology included a poll of 400 participants, and the results showed that advertising has a beneficial effect on consumer consumption in Nigeria's soft drink market. Today, it was determined, it is crucial to maintain customers' loyalty to a company's goods, necessitating the development of effective advertising methods like brand equity to stop customers from being disloyal to the brand. A survey was conducted by a significant number of respondents have been influences by the adverts of Coca-Cola and Pepsi.