A Study on Brand Preference of Soft Drinks among College Students in Nadia District

Abstract

The present study examines the brand preference of soft drinks among college students in Nadia District, West Bengal. Soft drinks have become a popular beverage choice among young consumers due to their taste, availability, brand appeal, and promotional visibility. The main objectives of this study are to identify the most preferred soft drink brands among college students and to analyze the major factors influencing their preferences, such as taste, price, brand image, advertisement, packaging, and availability. The study is descriptive in nature and is based on both primary and secondary data. Primary data were collected from 50 respondents through a structured questionnaire using convenience sampling. The collected data were analyzed using simple percentage analysis and presented through tables and graphical representations. The findings reveal that Coca-Cola is the most preferred soft drink brand among the respondents. The study also shows that most students consume soft drinks occasionally. Among the factors influencing brand preference, taste emerged as the most important factor, followed by price, brand image, and packaging. The findings further indicate that students are becoming more health-conscious and expect soft drink brands to introduce healthier ingredients, better taste, and improved packaging. The study provides useful insights into youth consumer behavior and may help marketers develop better strategies for attracting and retaining college student consumers.

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DOI & Citation