Consumers Preference and Consumers Buying Behavior on Soft Drinks: A Case Study in Northern Province of Sri Lanka

Abstract

This study focused to find the consumer#x2019;s preference effect consumer#x2019;s buying behavior of all soft drinks which consumed by ordinary consumers in Northern Province. This study tested by using two main established variables which are consumer#x2019;s preference include four sub variable such as perceived product, perceived price, perceived place, perceived promotion and consumer#x2019;s buying behavior include four sub variable such as culture, Social factors, personal factors, psychological factors. The main objective was to evaluate the consumer#x2019;s preference and buying behavior of soft drinks. This survey has been explored the level of influence of consumer#x2019;s buying behavior. customer personal information which consists of gender, location of business, income level, brand, consuming period, preference and advertising media and also through research information which includes the dimensions of all variables. Information collected from 300 samples in the Northern Province for this study.