Analyzing Brand Loyalty's Impact on Customer Buying at Coca-Cola

This report investigates the influence of brand loyalty on customer buying behavior, specifically within the context of Coca-Cola. The study aims to analyze how brand loyalty affects consumer purchasing decisions in the soft drink market. The research problem highlights a decline in brand loyalty and its adverse impact on Coca-Cola's sales and profitability, referencing industry reports and company data. The rationale emphasizes the importance of brand loyalty as a determinant of buying behavior, suggesting strategies for Coca-Cola to enhance its brand loyalty and improve sales. The methodology involves primary data collection through surveys distributed to frequent Coca-Cola consumers, followed by quantitative data analysis. References to relevant academic sources support the study's arguments and provide context for the analysis of brand loyalty and customer behavior.

Running head: BRAND LOYALTY AND CUSTOMER BUYING BEHAVIOR
A STUDY TO ANALYZE THE IMPACT OF BRAND LOYALTY ON CUSTOMER
BUYING BEHAVIOR: A CASE STUDY OF COCA-COLA
Name of the Student:
Name of the University:
Author’s Note:

1BRAND LOYALTY AND CUSTOMER BUYING BEHAVIOR
Table of Contents
Research Aim...................................................................................................................................2
Research Problem............................................................................................................................2
Rationale of the Study.....................................................................................................................2
Data Collection and Data Analysis..................................................................................................3
References........................................................................................................................................4

2BRAND LOYALTY AND CUSTOMER BUYING BEHAVIOR
Research Aim
The aim of this study is to analyze the impact of brand loyalty on customer buying
behavior in the particular context of the corporation Coca-Cola.
Research Problem
According to the report of Ibisworld.com (2020), the annual growth rate of the soft drink
and the beverage industry of Sweden had declined by 3.4% along with the sales volume of the
different corporations related to the industry as well. More importantly, Coca-Cola, a leading soft
drink and beverage manufacturing corporations, had experienced a decline in profitability by
1.78% (Coca-cola.com 2020). An important factor which had contributed to this particular issue
is the decline in the brand loyalty of the customers in the face of the large number of options that
are available to them (Akkucuk and Esmaeili 2016). This in turn had adversely affected the
buying behavior of the customers and thereby reduced their sales volume as well as profitability
(Pedeliento et al. 2016).
Rationale of the Study
The issue selected by the researcher is the manner in which the decline of brand loyalty
of the customers had adversely affected their buying behavior in the particular context of Coca-
Cola. This is an important issue since it had adversely affected the sales volume and also the
profitability of the concerned corporation as well. Foroudi et al. (2018) are of the viewpoint that
brand loyalty is an important determinant of the buying behavior of the customers. Thus, the
researcher by analyzing the correlation between brand loyalty and customer buying behavior will

3BRAND LOYALTY AND CUSTOMER BUYING BEHAVIOR
illustrate the manner in which Coca-Cola can overcome this issue through the enhancement of
the brand loyalty of its target market.
Data Collection and Data Analysis
Primary data collection method will be used by the researcher for the collection of the
data needed for the completion of this study. The researcher will use the tool of survey for
collecting data from around 350 individuals who frequently drink the beverages and cold drinks
offered by Coca-Cola. The participants would be firstly sent a consent form and after they have
consented they would be sent the survey form through email via Google Forms. The primary
data would be analyzed through the usage of the quantitative data analysis method.

4BRAND LOYALTY AND CUSTOMER BUYING BEHAVIOR
References
Akkucuk, U. and Esmaeili, J., 2016. The Impact of Brands on Consumer Buying
Behavior. International Journal of Research in Business and Social Science (2147-4478), 5(4),
pp.1-16.
Coca-cola.com 2020. Coca-Cola Home. [online] Available at: <https://www.coca-cola.com/>
[Accessed 12 March 2020].
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M.M. and Kitchen, P.J., 2018. Perceptional components
of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and
brand purchase intention. Journal of Business Research, 89, pp.462-474.
Ibisworld.com. 2020. Ibisworld - Industry Market Research, Reports, And Statistics. [online]
Available at: <https://www.ibisworld.com/global/market-research-reports/global-soft-drink-
bottled-water-manufacturing-industry/> [Accessed 12 March 2020].
Pedeliento, G., Andreini, D., Bergamaschi, M. and Salo, J., 2016. Brand and product attachment
in an industrial context: The effects on brand loyalty. Industrial Marketing Management, 53,
pp.194-206.