Research Project Assignment - Brand Loyalty in Soft Drink Industry of UK

RESEARCH PROJECT

ABSTRACT
Food and beverage industry is one of the most developing industry today. This research
project had examined actors affecting brand loyalty in soft drink industry of UK based on a
comparative analysis of Pepsi and Coca-Cola. This research project has successfully obtained the
examination of the shopper inclinations for carbonated beverages in UK, analysed the effect of
brand on shopper inclinations, examined the components influencing buyers mark steadfastness
for soft beverages and assessed all the issues influencing brand dependability of customers.

SUMMARY
Today competition in soft drink industry has increased a lot and therefore all the
Organisation's in this industry need to bring changes in themselves in order to gain competitive
advantages and increase their customer base. This research project had focused on factors that
affects brand loyalty in soft drink industry of UK and had answered all the research questions
such as effects of brand awareness on shopper needs and their inclinations towards carbonated
beverages and components that influences mark dependability for Coca-Cola and Pepsi. This
research project report will cover aim, objectives, research questions, chapter preview in
introduction, Literature review that helps in studying all the gaps in the study, attain expected
results, reach conclusion where comparative discussion about Pepsi and Coca-Cola soft drinks is
done. Then research methodology that are used in this research project had been discussed such
as qualitative research design, inductive research approach, qualitative data collection method
like online questionnaire survey data collection method, probability sampling method with all the
limitations faced by researcher in completion of this research project, data analysis and finding
from all information collected from primary data collection method is done with the help of
thematic analysis then critical appraisal, recommendations and suggestions regarding the same
had been discussed and lastly overall conclusion on the topic had been given.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
SUMMARY.....................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................5
1.1 Project introduction..........................................................................................................5
1.2 Aim...................................................................................................................................5
1.3 Objectives.........................................................................................................................5
1.4 Research Questions..........................................................................................................5
1.5 Approach and Methodology.............................................................................................5
1.6 Chapter preview................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
3.1 Research Design.............................................................................................................10
3.2 Research Approach.........................................................................................................10
3.3 Data Collection...............................................................................................................11
3.4 Sampling.........................................................................................................................11
3.5 Data Analysis..................................................................................................................11
3.6 Research limitations.......................................................................................................12
Chapter 4: ANALYSIS AND FINDINGS.....................................................................................13
Chapter 5: CRITICAL APPRAISAL, RECOMMENDATION AND SUGGESTIONS..............20
Chapter 6: CONCLUSION............................................................................................................21
REFERENCES..............................................................................................................................22
Appendix........................................................................................................................................24

CHAPTER 1: INTRODUCTION
1.1 Project introduction
Distribution of non-alcoholic drinks with sweetened, flavoured, watered, carbonated
beverages makers, producers, distributors comes in soft drink industry. It is one of the most
developed industry. Organisation's in this industry need to bring changes in themselves in order
to gain competitive advantages and increase their customer base. This research project focusses
on all the factors that will affect brand loyalty in soft drink industry of UK and will focus on
comparative analysis of Coca-Cola and Pepsi. For this research project qualitative data analysis
will be done with the help of questionnaire.
1.2 Aim
To examine factors affecting brand loyalty in soft drink industry of UK: Comparative
analysis of Pepsi and Coca-Cola.
1.3 Objectives
 To examine the shopper inclinations for carbonated beverages in UK.
 To analyse the effect of brand on shopper inclinations.
 To examine the components influencing buyers mark steadfastness for soft beverages.
 To assess issues influencing brand dependability of customers.
1.4 Research Questions
 What is the effect of brand awareness on shopper needs and inclinations for carbonated
beverages?
 What are the components which influence mark dependability for Coca-Cola and Pepsi?
1.5 Approach and Methodology
For this research project inductive approach will be used. In this approach all the
identified aims, objectives and questions are needed to be achieved during the complete research
process. For this data analysis research project survey data collection method will be taken which
will be done with the help of questionnaires. This will be done by conducting a survey within 50
people.
1.6 Chapter preview
This research project will be covering 6 chapters which are:
Chapter 1: This is an introduction chapter which includes project introduction, aim, objectives,
questionnaires.

Chapter 2: This is a Literature Review chapter which includes literature review of complete
research project.
Chapter 3: This is a research methodology chapter which includes research design, approach,
philosophy, sampling, data collection and ethical considerations.
Chapter 4: This is a Data analysis and findings chapter which includes interpretation of all the
findings collected from questionnaire.
Chapter 5: This chapter includes critical appraisal, recommendations and suggestions.
Chapter 6: Last is a conclusion chapter which will conclude the complete research project.