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Ί Icc. I¿' the BRAND IMAGES of COCA-COLA and PEPSI and BUYING MOTIVES of COLA CONSUMERS a CONSUMER RESEARCH STUDY

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Ί Icc. I¿' the BRAND IMAGES of COCA-COLA and PEPSI and BUYING MOTIVES of COLA CONSUMERS a CONSUMER RESEARCH STUDY iffsÿ* 4*!ΐί»0ν îK^ ■ '«î;f ЩР ■ i-'âsip· ’£' ^iUai 'ijí %^í iüj.f iv>í ;^^4 ·. f ^ f l l l t p U ^ßi ■ Ы.' ;ï iîi>ÍlV il tiiA л!Ж *'is é,\^ W a.'ií «V'iji '#' 1* S^iíi z M .pi^^PáUf^P 5tTHfl¥ ¿ rf- » w¿*' 'i w ίέ i'« i ■ тлг■" <áív?y· V' и -f \í! SÜ íh-jii tí ■! « M »¿t¿<»<ьй>1 if В: ÍÍ4¿ï».?9 y í 9 »i f Ί IcC. i¿' THE BRAND IMAGES OF COCA-COLA AND PEPSI AND BUYING MOTIVES OF COLA CONSUMERS A CONSUMER RESEARCH STUDY A THESIS SUBMITTED TO THE DEPARTMENT OF MANAGEMENT a n d GRADUATE SCHOOL OF BUSINESS ADMINISTRATION OF BILKENT UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS f o r THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION By EMRE YILMAZ August, 1997 HD /'j '- · i J •:4 3 3 ¡‘Jj ' i I certify that I have read this thesis and that in my opinion it is fully adequate, in scope and in quality, a thesis for the degree of Master of Business Administration. Assoc. Prof, Güliz Ger 1 certify that I have read this thesis and that in my opinion it is fully adequate, in scope and in quality, a thesis for the degree of Master of Business Administration. Assoc. Prof. Gülnur Muradoql A / / / I certify that I have read this thesis and that in my opinion it is fully adequate, in scope and in quality, a thesis for the degree of Master of Business Administration. Assist. Prof. Zevnep Onder Approved for the Graduate School of Business Administration ABSTRACT THE BRAND IMAGES OF COCA-COLA AND PEPSI AND BUYING MOTIVES OF COLA CONSUMERS A CONSUMER RESEARCH STUDY Emre Yılmaz M.B.A. Supervisor: Assoc. Prof, Güliz Ger August, 1997, Cola is one of the heavily consumed products all over the world by almost every individual. Today there are two main competitors in the world to convince consumers to consume their brand; Coca-Cola and Pepsi. Both companies give a big importance to understand their consumers' needs behaviors and habits so as to satisfy their needs. Aim of this study is to present the current situation of the Turkish cola market, and identify the buying motives and the important factors in decision making process of consumers for cola product and the image of Coca-Cola and Pepsi brands so as to make some proposals that may help to improve the business from Coca-Cola Co.'s perspective. ÖZET COCA-COLA VE PEPSI İMAJI VE KOLA TÜKETİCİLERİNİN SATIN ALMA ETKENLERİ BİR TÜKETİCİ ARAŞTIRMASI Emre Yılmaz MBA Yüksek Lisans Tezi Tez Yöneticisi:Doç.Dr.Güliz Ger Ağustos, 1997 Kola, dünya üzerinde hemen hemen her insan tarafından oldukça çok tüketilen ürünlerden bir tanesidir. Günümüzde kendi markalarını tüketmesi için tüketicileri ikna etmeye çalışan başlıca iki rakip vardır; Coca-Cola ve Pepsi. İki şirket de tüketicilerinin isteklerini karşılayabilmek için, onların ihtiyaçlarını, davranışlarını ve alışkanlıklarını anlamaya büyük önem verirler. Bu çalışmanın amacı, Türk kola pazarının günümüzdeki durumunu sunmak ve tüketicilerin kola satın alma etkenlerini, karar verme sürecindeki etkili faktörleri ve Coca-Cola ve Pepsi'nin imajlarını bularak Coca-Cola şirketine, işlerini ilerletebilecek öneriler sunmaktır. ACKNOWLEDGEMENTS To my family and the ones who provided the vision. Ill TABLE OF CONTENTS ABSTRACT. ÖZET. ACKNOWLEDGEMENTS................................................................................................................ lii TABLE OF CONTENTS....................................................................................................................... iv LIST OF CHARTS.................................................................................................................................. vi [. INTRODUCTION. 2 TURKISH COLA MARKET. 2.1 History o f Coca-Cola in Turkey............................................................................................. 7 2.2 Marketing Strategies o f Coca-Cola Co., and Pepsi Co..................................................... 9 2.2.1 Segmentation...................................................................................................................... 9 2.2 Targeting............................................................................................................................... 9 2.3 Positioning.............................................................................................................................. 10 2.4 Differential Advantage......................................................................................................... 10 2.5 Marketing Mix..................................................................................................................... 11 2.2.5.1 Product............................................................................................................................11 2.2.5.2 Pace......... .......................................................................................................................12 2..2.5.3 Promotion.................................................................................................................... 13 2.2.5.3.1 Advertising...............................................................................................................13 2.2.5.3.2 Public Events...........................................................................................................15 2.2.5.3.3 Sales Promotions....................................................................................................16 2.2.5.3 Place................................................................................................................................ 16 3. METHODOLOGY.......................................................................................................................... 18 4. FINDINGS.........................................................................................................................................22 4 .1 Findings of the Questionnaire.................................................................................................22 4.2 Findings of the Colage Study................................................................................................... 24 4.3 Findings of the Focus Group Discussions..............................................................................26 4 3.1 Perception of Cola Product in Consumers' Minds.......................................................26 4.3.2 Brand Image and Perception o f Coca-Cola................................................................. 27 4.3.3 Brand Image and Perception o f Pepsi..............................................................................32 -S. CONCLUSIONS................................................................................................................................33 5.1 Decision Making Process.......................................................................................................... 33 5.2. Motivation................................................................................................................................... 40 6 SWOT ANALYSIS and RECOMMENDATIONS.......................................................... 45 6.1 Strengths....................................................................................................................................... 45 6.2 Weaknesses...................................................................................................................................45 6.3 Opportunities................................................................................................................................46 6.4 Threats...........................................................................................................................................46 6.5 Recommendations...................................................................................................................... 47 APPENDIX 1...........................................................................................................................................50 APPENDIX 2...........................................................................................................................................51 APPENDIX 3...........................................................................................................................................52 APPENDIX 4 ........................................................................................................................................... 53 REFERENCES........................................................................................................................................ 54 LIST OF CHARTS Chart 1. Turkish Carbonated Soft Drink Market............................................................. 5 Chart 2. Turkish Cola Market................................................................................................ 6 Chart 3. Price Indexes of Coca-Cola and Pepsi Sizes...................................................... 12 Chart 4. Semiotics of Coca-Cola............................................................................................29 Chart 4. (Continued) Semiotics o f Coca-Cola.................................................................. 30 Chart 4. (Continued) Semiotics o f Coca-Cola.................................................................... 31 Chart 5. Alternative Evaluation for Thirst and Refreshment............................................35 Chart 6. Alternative Evaluation for Eating...........................................................................36 Chart 7, Alternative Evaluation for Social Purposes..........................................................37
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