The study aimed to identify factors influencing consumer buying behavior of soft drinks. Specifically, it examined consumer preferences for soft drinks and how taste, price, advertising, celebrity endorsements and health awareness impact brand selection. The hypotheses tested whether consumer preference and buying behavior correlate with marketing mix factors like price and promotion, and their relationship in the Ulhasnagar camp no. 4 area.

1. Objectives of the Study:
The main objective of this study was as to identifying the factors which influence the consumer
buying behavior with regard to soft drinks products. The following objectives were as secondary
objectives such as,
1. To find what are the changes that would be made in future based on the consumer’s
preference?
2. To identifying the factors which influence the consumer preference with regard to soft drinks
products.
3. To study the preferences of the people for soft drinks.
4. To find out the factors that influences the consumer’s consumption of soft drinks.
5. To determine the consumers’ perception on the taste, price, advertisements and celebrity
endorsements related to soft drinks products and brands.
6. To find whether the consumers are aware regarding the adverse effect of soft drinks
concerning their health
Hypothesis
The consumer preference and buying behavior are influence by a number of complex factors.
According to the Kotler’s model (2000) of the factors influencing a consumer’s buying behavior,
marketing mix highly determine the consumer preference.
H1: There is significant relationship between consumer preference and buying behavior on soft
drinks in the area of Ulhasnagar camp no. 4
H2: There is significant impact of consumer preference on buying behavior on soft drinks in the
area of Ulhasnagar camp no. 4
H3: There is a significant association between price and buying behavior on soft drinks in the
area of ulhasnagar camp no 4
H4: There is a significant impact of price on buying behavior on soft drinks
H5: There is a significant association between promotion and the buying behavior of soft drinks.
Scope of study
Limitations of the study