A Study on Factors Influencing Purchase of Coca Cola By Youth

Author(s)	Ms. Namrata Dash, Mr. Anish Kumar H S, Dr. Shekhar N Makkalageri
Country	India
Abstract	This study focuses on the factors influencing the purchase of Coca-Cola among youth consumers. The beverage industry is highly competitive, and Coca-Cola continues to maintain a strong position through effective branding, marketing strategies, and consumer engagement. Youth play a significant role in the soft drink market, and their buying behavior is influenced by several factors such as taste, price, brand image, advertisements, peer influence, product availability, and promotional activities. The study aims to identify the major factors that affect the purchasing decisions of young consumers towards Coca-Cola. It also examines the impact of social media, celebrity endorsements, and marketing campaigns on brand preference and repeat purchases. The research helps in understanding youth consumer behavior and the effectiveness of Coca-Cola’s marketing strategies in attracting and retaining customers.
Keywords	Coca Cola, Youth Consumer Behavior, Purchase Decision, Brand Preference, Soft Drinks, Consumer Satisfaction, Buying Behavior, Marketing Strategies, Brand Loyalty, Advertisement Influence, Price Sensitivity, Beverage Industry, Consumer Perception
Field	Business Administration
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-23

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