Title: The Impact of Advert on Consumer’s Preferences of Product: A Case Study of Coca Cola Company Uganda
Author(s): Karungi Ruth and Joel Isabirye
Year 2024
File: PDF

This study investigates the impact of Coca-Cola advertising on consumer preferences in Uganda, with the following
objectives: (1) to assess the effectiveness of advertising strategies employed by the Coca-Cola Company, (2) to
examine the relationship between advertising exposure and consumer preferences for Coca-Cola products, and (3)
to identify factors influencing consumer preferences in the context of Coca-Cola advertising. The research design
involves a mixed-methods approach, combining survey data collected from 133 respondents through a structured
questionnaire with qualitative analysis of advertising content. The findings indicate that Coca-Cola's advertising
strategies significantly influence consumer preferences, with a high level of awareness and positive perceptions of
the brand observed among respondents. Additionally, a strong relationship exists between advertising exposure and
consumer preferences, with higher levels of exposure correlating with more positive perceptions and intent to
purchase Coca-Cola products. Factors such as the effectiveness of advertising messages, trustworthiness of
information, and peer recommendations emerged as key drivers of consumer preferences. The significance of this
study lies in its contribution to a deeper understanding of Coca-Cola advertising dynamics and its influence on
consumer behavior in Uganda. The findings offer valuable insights for marketing practitioners seeking to optimize
advertising strategies, enhance consumer engagement, and drive long-term brand loyalty. Overall, this research
provides valuable implications for both academic researchers and industry professionals in the field of marketing
and consumer behavior.