A STUDY ON IMPACT OF CONSUMER BEHAVIOR ON SOFT DRINKS

ABSTRACT: In today’s highly competitive business environment, the primary objective of any organisation is to sustain itself while earning adequate profits. Achieving this goal largely depends on the organisation’s ability to meet the demands and expectations of its customers, who are regarded as the central focus of the market. Customer preferences are shaped by a variety of factors, and businesses are under growing pressure to adapt accordingly. To remain competitive and efficient, many companies strive to offer products that provide good value for money. However, in pursuit of profitability, some manufacturers may compromise on product quality by using substandard raw materials, thereby producing items that may be detrimental to consumers health. This research project titled "A Study of Consumer Behaviour on Soft Drinks" seeks to explore the key factors that influence consumers' purchasing decisions regarding soft drinks. It also aims to examine potential regulatory actions that the government can implement to curb the production and sale of unhealthy beverages.