The brand images of Coca-Cola and Pepsi and buying motives of cola consumers: a consumer research study

Cola is one of the heavily consumed products all over the world by almost every individual. Today there are two main competitors in the world to convince consumers to consume their brand; Coca-Cola and Pepsi. Both companies give a big importance to understand their consumers' needs behaviors and habits so as to satisfy their needs. Aim of this study is to present the current situation of the Turkish cola market, and identify the buying motives and the important factors in decision making process of consumers for cola product and the image of Coca-Cola and Pepsi brands so as to make some proposals that may help to improve the business from Coca-Cola Co.'s perspective.