FACTORS THAT SHAPE CONSUMERS' EVALUATION OF BRAND POSITIONING OF COCOA-COLA AND PEPSI IN EDO STATE

These researchers examined the factors that shape consumers' evaluation of brand positioning of Cocoa-cola and Pepsi in Edo State. The objectives of the study were to identify the factors that shape consumer evaluations of their positioning strategies, find out the specific strategies employed by each brand. The study is grounded on the consumer culture theory. The researcher employed a descriptive research design and structured questionnaire, as research instrument, was used to collect data from consumers in the target regions. The population of the study comprised the residents of four towns in Edo and Delta States, Nigeria: Warri, Asaba, Benin City, and Ekpoma. As such, the population of the study was 3,733,122 while sample size was 400. Findings revealed that a significant portion of consumers engage regularly with both brands, with Coca-Cola perceived as a staple in Edo State, while Pepsi appeals to younger consumers in Delta State. The researcher also found a significant difference in the brand positioning strategies of Coca-Cola and Pepsi in Edo and Delta states. Additionally, Coca-Cola's product innovations were found to enhance its brand identity more effectively than those of Pepsi, which was perceived as having a less distinct brand image. The researchers concluded that Coca-Cola had successfully established strong emotional connections and brand loyalty with its customers, while Pepsi needs to enhance its emotional branding strategies to strengthen its connection with consumers. It was recommended among others that, Coca-Cola should enhance targeted emotional campaigns reflecting local cultures while Pepsi should focus on relatable marketing to strengthen consumer connections.