"The effect of price discounting on the sale and consumption of carbonated drinks"

Abstract

There are a large number of international and local manufacturers of carbonated drinks producing products of various brands in Pakistan. Coca-Cola and Pepsi are the market leaders of the carbonated drinks industry in Pakistan. New local brands, such as Amrat Cola, Mecca Cola, Cola one etc are rapidly growing in their production and are rapidly growing popular. This increase in competition has forced international brands to cut down their prices in order to stay as market leaders and the most consumed brand by consumers. The population for this research study is the people living Islamabad and Rawalpindi. A random sample of 100 people was taken. The questionnaires were distributed to the desired respondents. For the research selected simple random sampling was chosen to get the required unbiased data . From the statistical results it was observed carbonated drinks are the most widely consumed •' soft drinks by consumers. As the international were already popular yet the local brands are also growing popular rapidly. Now a days people have become very conscious of the price that they have to pay for a particular product specially people with low income, there fore these people prefer that all carbonated drinks should be offered at lower affordable price.