Impact of Consumer's Brand Perception over the New Product Performance

Abstract

Purpose - The main purpose of this study is to present a broad view analysis of consumer’s brand perception about the new product performance i.e 3G and Mountain Dew and to identify its impact on its parent brand Coca Cola & Pepsi as well. Design/methodology/approach - The methodology researcher is used to conduct a research on the Consumer’s brand perception over the new product performance from the students of BAHRIA UNIVERSITY, KARACHI UNIVERSITY & SZABIST. Researcher selects the sample size of 150 students (male, female). Brand perception, preferences and loyalty towards soft drinks are investigated by frequency distributions such as purchasing frequency; searching for the brand, repurchase intent, brand preference, price, promotion and advertisements etc. These aspects are considered through questionnaire. Findings - This study analyze the factors that determine the perception of the consumers about the product performance of 3G and Mountain Dew. This study is unique, which aims to depict brand perception and preferences about new product in the soft drinks market. Practical implications - The main results of this study is the knowledge of those variables that put impacts on the level of satisfaction, brand reputation and performance. This study helps those students who will work on brand perception and product performance in future, different Companies such as; Coca Cola and Pepsi (because the companies holding the sub brands like 3G and Mountain Dew) and companies like Gourmet and many others beverage companies they will established in future etc. Different factors are involved in this study that can easily identify the brands failure or success.