FACTORS AFFECTING CUSTOMERS PERCEPTION TOWARDS COCA COLA PRODUCTS: IN THE CASE OF EAST AFRICAN BOTTLING S.C.

Abstract

The general objective of the study is to analyze customers’ perception towards the products of east African bottling company in Addis Ababa city. The study uses both descriptive and explanatory research design. To accomplish the predetermined objectives, a sample of 384 respondents from Addis Ababa city was selected using convenience sampling technique. In order to collect the necessary data, structured questionnaire was designed and distributed by taking the most important customers perception measurement dimensions that are identified by several researchers from literature. The data from the questionnaires was analyzed through descriptive and inferential statistical techniques. For the descriptive statistics frequency and percentage were used. As the inferential statistics correlation analysis and regression analysis were conducted using SPSS statistical software program. Finally, based on the finding of the study it is concluded that, customers who are users of one of the carbonated soft drinks which are Coca Cola products like the products offered by EABSC better than the available substitutes offered by other competitors. Customers were also found to perceive the drinks of the company as best in quenching their trust. The identified explanatory variables are found to influence customers’ perception towards Coca Cola products by 79.9%. Finally, All the identified dimensions are found to influence customers’ perception toward to the products of EABSC, from all the factors, price is the most influential one followed by healthiness of the soft drinks and potential of the soft drink in removing tardiness. Advertisement and brand image are the fourth and fifth factors in influencing the dependent variable which is customers’ perception. Accordingly it is recommended that, since all the identified variables are found to significantly influence how customers’ perceive the drinks of EABSC, the company is recommended to generally consider all the dimensions so that it can attract new customers and retain the existing ones.