To Investigate Gen Z Consumer Preference Factors in the Choice of Coca-Cola & Campa Cola in Bengaluru (South)

Abstract

The present study examines the factors influencing Gen Z consumer preference between Coca-Cola and Campa Cola in South Bengaluru, focusing on a market experiencing renewed competition due to Campa Cola’s re-entry. It analyses key determinants including affordability, packaging design, taste perception, and brand image along with brand loyalty and trust, to understand how these factors shape purchasing decisions and brand preference among a value-conscious and experience-driven Gen Z segment. Using a quantitative approach with primary data from 150 respondents and statistical tools like correlation and hypothesis testing, the study aims to identify the most influential factors affecting consumer choice. The findings are expected to provide insights into Gen Z buying behaviour and offer practical implications for marketers to enhance pricing, packaging, branding, and product experience in a competitive beverage market.