#TITLE_ALTERNATIVE#

• Main Author: Widigdya (NIM 190 04 056) , Nalendra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6526
• Institution: Institut Teknologi Bandung

Abstract: <br /> <br /> <br /> <br /> Coca Cola is facing an issue in the market regarding on its healthiness. In 2002 to 2004, the company experienced a sales decline with Coca Cola itself as the lowest sales contributor on carbonated soft drink category in 3 consecutive years. A big portion of voice share in many media about healthy drinks triggers youngsters to emphasize on health importance. Furthermore Coca Cola is lately known as an unhealthy drink that can bring negative impact to health, which is arguably supported by journals, websites, articles, magazines and other public media toward the healthiness of Coca Cola. All of those findings have created perception differences of Coca Cola target market. <br /> <br /> <br /> <br /> Therefore, this research provides the empirical studies underlying the perception differences between repeat purchasers and discontinued users toward Coca Cola brand. A research methodology that contains exploratory and descriptive research has been designed to measure consumers perception toward Coca Cola brand. This research utilized a survey with using questionnaires as the tools of collecting data. In-depth interviews with experts and consumers had been conducted to provide lists of attributes and common perception towards Coca Cola brand as the factors to be measured. A survey had been conducted with stratified random sampling method on respondents whom are believed to have the same characteristics as Coca Colas target market. <br />