Market Research Report - Pepsi

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Market Research Report
Pepsi Cola
MKT201: Market & Audience Research

Brand loyalty of generation Y to the Pepsi-Cola brand

Table of Contents

Summary of Background 2 Marketing Problem 3 Research Methodology 4 Research Objectives 4 Hypothesis 5 Marketing Research Problems 5 Analysis Steps Taken 6 Statistical Procedures 7 Findings from Analysis 8 Recommendations and Implications 9 References 10 Appendix 1 11 SURVEY 11 Appendix 2 13 SURVEY RESULTS 13

Summary of Report

Pepsi-Cola brand is a brand that has been established within the refreshment industry since the 19th century. Pepsi pride the business of consumer products in beverages and snacks, on being one of the best in the world. They seek to produce financial rewards for investors providing opportunity and growth for their employees, business partners and the community they operate in. Pepsi strives to make core values the basis of everything they do; honesty, fairness and integrity.

The reason that this research process has been conducted is to determine the brand loyalty that is held with Generation Y for the Pepsi Cola brand. Generation Y is notorious for being very impulsive and impatient – they want something and they want it now. Direct marketing will no longer be effective for the youth of generation Y.

This report will define the strategic role of marketing and audience research in relation to the brand loyalty of generation Y to the soft drink, Pepsi-Cola. The research will be carried out via survey approach. Basic statistical concepts including probability sampling, hypotheses testing and confidence intervals will be shown. This will allow for the Pepsi-Cola brand to be able to identify the areas that need to be focused on in order to be able to gain maximum market share while also allowing for the research that has been conducted to give the brand the desired outcome.

Marketing Problem

The marketing problem and market research problem must



References: Survey Sampling Bias . 2012. Survey Sampling Bias . [ONLINE] Available at:http://stattrek.com/survey-research/survey-bias.aspx. [Accessed 18 September 2012]. Open and Closed questions. 2012. Open and Closed questions. [ONLINE] Available at:http://changingminds.org/techniques/questioning/open_closed_questions.htm. [Accessed 13 September 2012]. Zikmond, W.G., Ward, S., Lowe, B., and Winzar, H. (2011) Marketing Research: Asia Pacific Edition, Thomson, Australia.

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