Coca-Cola is the world leading soft drink making company that has operations in more 200 countries in the world. The company has a strong brand recognition across the world with approximately 94% of the world population cognizant of its logo (Hitesh). For companies to profit from their marketing activities, they must be able to curve out a target market to aim its marketing activities. A target market is a group of customers that a company has decided to dedicate its marketing efforts and eventually its products and services (Callen, 4). Target markets can be based on geographic segmentations (geographical ...
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The study will use a quantitative research design. A quantitative research design allows for a faster collection of data compared to a qualitative design. It is also suitable for studying large population because it allows the researcher to use inferential statistics (Rubin, 2012). Therefore, the findings from a sample can be used to generalize information about the whole population. This study seeks to assess whether the high prices that Starbucks charges for its coffee drive consumers to its competitors. Therefore, the study is interested in all consumers of coffee at Starbucks. The population of interest is large. A survey ...
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