A STUDY ON THE IMPACT OF PEPSICO ADVERTISING ON CONSUMER BEHAVIOUR IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

This study examines the impact of PepsiCo advertising on consumer behaviour in Madurai City. Advertising plays a crucial role in shaping consumer awareness, preferences, and purchasing decisions in the competitive beverage market. The study focuses on how different advertising strategies used by PepsiCo, such as television advertisements, social media campaigns, celebrity endorsements, and outdoor promotions, influence consumers’ attitudes toward the brand and its products. Primary data were collected through a structured questionnaire from consumers across various areas of Madurai City. The research analyzes factors such as brand recall, advertisement attractiveness, product awareness, and purchase intention. The findings indicate that PepsiCo’s advertising has a significant influence on consumer perception and buying behaviour. Creative advertising content and effective media channels were found to enhance brand recognition and consumer engagement. Overall, the study provides insights into the role of advertising in influencing consumer behaviour in the local market.

References

 

1. Kumar, B.N. Suresh, and Vijaya Sumathi. “Impact of Advertising over Consumer Behaviour Towards Health Drinks in India.” International Journal of Scientific Research in Modern Science and Technology, vol. 2, no. 6, June 2023, pp. 57–64.
2. Gupta, Nimish. “Impact of Advertising on Consumer Behavior.” International Journal of Research and Analysis in Commerce and Management, vol. 1, no. 2, 31 Oct. 2022.
3. Thakur, Binay Kumar, and Balgopal Singh. “The Impact of Advertising on Consumer Brand Preference: A Focus on Soft?Drink Brands in Nepal.” Journal of Economics and Management, vol. 4, no. 1, 29 Dec. 2024, pp. 33–44, https://doi.org/10.3126/jem.v4i1.72887.

Adeniji, Adeyemi John. “Advertising Media and Consumer Behaviour: A Case Study of Coca?Cola and Pepsi Media Influence on Brand Promotion and Consumer Choice.” International Journal of Science and Research Archive, vol. 15, no. 3, 2025, pp. 238–246, https://doi.org/10.30574/ijsra.2025.15.3.1638.

Keywords

Advertising, Consumer Behaviour, PepsiCo, Brand Awareness, Purchase Decision