Examine the impact of advertising strategies on consumer decision making process at Hindustan coco cola beverages

( Vol-11,Issue-4,July - August 2025 )

Author(s): Umamaheswararao Gobbilla, Chanda Laxman

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Page No: 196-211
DOI: 10.22161/ijaems.114.21

Keywords:

Advertising Strategies, Consumer Decision-Making, Emotional Appeal, Promotional Advertising, Social Media Campaigns, Consumer Behaviour, Digital Marketing.

Abstract:

This study investigates the impact of Hindustan Coca-Cola Beverages' advertising strategies on consumer decision-making in India. Employing a descriptive and analytical research design, primary data were collected through structured questionnaires from a sample of 100 consumers, complemented by secondary data from company reports and digital media analytics. Findings reveal that television and social media advertisements significantly influence consumer perceptions, with emotional appeals, visual content, and promotional offers playing key roles in shaping purchase intentions. The research indicates that integrated advertising strategies effectively enhance brand recall, trust, and loyalty across different decision-making stages. These insights underscore the importance of multi-channel, emotionally engaging, and transparent advertising approaches to influence consumer behavior. The study’s implications suggest that tailored, cohesive campaigns can strengthen brand positioning and drive long-term consumer engagement in a competitive Indian FMCG market.

Received: 18 Jun 2025; Received in revised form: 10 Jul 2025; Accepted: 12 Jul 2025; Available online: 16 Jul 2025

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