Brand as Factor of Non-Price Competition: the Case of Carbonated Soft Drinks

The problem of building strong brands in FMCG sector is receiving considerable attention in the economy. The aim of the research is to find out if the brand is a decisive factor in non-price competition or not on the carbonated soft drinks market. The descriptive statistics and regression analysis based on the self-made survey will be used in order to investigate this issue. In the regression model consumer choice or type of the consumer is the dependent variable while age, brand attributes, characteristics of the product, the appearance of the packing, income variation are independent variables. The descriptive analysis of types of competitions and brand structure is done the research. In regression we expect strong positive correlation between brand, household preferences and consumer choices, while others except income and wealth which are anticipated to have strong correlation with consumer choice, have just weak and or none influence. We also assume in this paper that associations with the trademark that has been used to create a portrait of the brand has a positive influence on the consumer choice.