Advertisements of Soft Drinks Brands - Impact on Telangana Soft Drink Consumers Preferences

Abstract

Advertisements are unavoidable and unseen. Everyone must come across advertisements in daily life. Soft Drinks advertisements are more possessive about their customers and pumping into their possible medium with innovative and creative concepts to reach their customers. The recent growth of soft drinks in Indian market has been enormously projected in all the relevant reports. Though the Indian consumption rate is less than the world's consumption, it has greater impact on youth drinks. Youth has been pondering their favouritism towards the beverages during all their parties and functions. Telangana youth is aggressive in nature, and they are in mood of enjoying their achievement of getting their new state formed from the United Andhra Pradesh. This article is aimed at knowing the impact of advertisements on Soft Drinks consumers in Telangana State. An attempt has been made to verify the relationship between advertising elements of soft drink brands and demographic characteristics of the customers, the preference of soft drink consumers with respect to brand ambassadors and to examine which emotional ad is mostly preferred. Data is collected from 573 Telangana Consumers. The techniques like Chi-Square, Lambda, Goodman and Kruskal tau, and Cramer's Vis used to test association and intensity of the relationship among the variables.