The effect of advertising and demographic factors on the consumer market share of juices and soft drink in Latakia Governorate

International Journal of Agriculture & Environmental Science

© 2020 by SSRG - IJAES Journal

Volume 7 Issue 5

Year of Publication : 2020

Authors : Dr. Ghaith Amin Ali

10.14445/23942568/IJAES-V7I5P115

How to Cite?

Dr. Ghaith Amin Ali, "The effect of advertising and demographic factors on the consumer market share of juices and soft drink in Latakia Governorate," SSRG International Journal of Agriculture & Environmental Science, vol. 7,  no. 5, pp. 102-107, 2020. Crossref, https://doi.org/10.14445/23942568/IJAES-V7I5P115

Abstract:

A random sample of 400 consumers was chosen from Lattakia Governorate-Syria to study the impact of demographic factors on consumer behavior and market share of juices and soft drinks. The descriptive-analytical approach was used to analyze the data. The study revealed the consumer's household size and income level on his purchasing behavior and market share of juices and soft water.
The results of the research showed that 87.75% of respondents did not spend more than 15% of monthly income on purchasing juice and soft drink packages and that only 27.50% of the study sample is affected by advertising while shopping for juices and soft drink, and this is related to the weakness of the marketing department of the juice production companies and soft drink and its lack of interest in advertising as a way to promote its products.

Keywords:

Demographic variable advertising, Consumer behavior, Juices, Market share.

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