The Impact of Advert on Consumer’s Preferences of Product: A Case Study of Coca Cola Company Uganda

 Karungi Ruth and Joel Isabirye

College of Humanities and Social Sciences Kampala International University

ABSTRACT

This study investigates the impact of Coca-Cola advertising on consumer preferences in Uganda, with the following objectives: (1) to assess the effectiveness of advertising strategies employed by the Coca-Cola Company, (2) to examine the relationship between advertising exposure and consumer preferences for Coca-Cola products, and (3) to identify factors influencing consumer preferences in the context of Coca-Cola advertising. The research design involves a mixed-methods approach, combining survey data collected from 133 respondents through a structured questionnaire with qualitative analysis of advertising content. The findings indicate that Coca-Cola’s advertising strategies significantly influence consumer preferences, with a high level of awareness and positive perceptions of the brand observed among respondents. Additionally, a strong relationship exists between advertising exposure and consumer preferences, with higher levels of exposure correlating with more positive perceptions and intent to purchase Coca-Cola products. Factors such as the effectiveness of advertising messages, trustworthiness of information, and peer recommendations emerged as key drivers of consumer preferences. The significance of this study lies in its contribution to a deeper understanding of Coca-Cola advertising dynamics and its influence on consumer behavior in Uganda. The findings offer valuable insights for marketing practitioners seeking to optimize advertising strategies, enhance consumer engagement, and drive long-term brand loyalty. Overall, this research provides valuable implications for both academic researchers and industry professionals in the field of marketing and consumer behavior.

Keywords: Advert, Coca-Cola, Consumer preferences, Consumer behavior.

CITE AS: Karungi Ruth and Joel Isabirye (2024). The Impact of Advert on Consumer’s Preferences of Product: A Case Study of Coca Cola Company Uganda. INOSR HUMANITIES AND SOCIAL SCIENCES 10(1): 21-29.  https://doi.org/10.59298/INOSRHSS/2024/101.4.20290