Change search
ReferencesLink to record
Permanent link

Direct link
Local Brand versus Global Brand: A Case Study of the Cola Soft Drink Industry in Thailand
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis aims to investigate the cola market situation in Thailand and the possibility of a local brand to compete with global brands. Due to the high value of this market, every cola company wants to get the biggest piece of the market share pie. Moreover, there is a situation regarding a global cola brand Pepsi falling into the trouble in terms of logistics and distribution channels after having been separated from its local partner company. In addition, Pepsi’s ex-partner company has launched a new cola brand into the market, a completely separate operation without any ties to Pepsi. As a result, the cola market in Thailand now has witnessed fierce competition and it attracts many players in the beverage industry to take part. Therefore, this research is designed to understand the brand preference, brand substitution, brand loyalty, taste preference, and relation between several factors from customers’ perspective to answer the possibility of a local brand competing with global brands, as well as to investigate the general cola market situation.


Information was collected by questionnaire which was answered by 420 participants, 51 percent of which were female and 49 percent were male. The results of the questionnaire found that their brand preference is actually in an opposite direction with the current cola market share, due to the effect of cola brand substitution in the market. Moreover, the research found that taste preference and gender have an influence on brand preference, while frequency of drinking and other demographics do not have any effect on brand preference

Place, publisher, year, edition, pages
2013. , 69 p.
Keyword [en]
Key words: Cola brand preference, cola brand substitution, cola market in Thailand, local versus global brands
National Category
Economics and Business
URN: urn:nbn:se:kau:diva-28982Local ID: FE:10OAI: diva2:646904
Subject / course
Business Administration
Educational program
Master Programme in Marketing (one year), 60 hp
Available from: 2013-09-18 Created: 2013-09-10 Last updated: 2013-09-18Bibliographically approved

Open Access in DiVA

Local Brand versus Global Brand: A Case Study of the Cola Soft Drink Industry in Thailand.”(3355 kB)1464 downloads
File information
File name FULLTEXT01.pdfFile size 3355 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Tantiwongwat, Usamas
By organisation
Karlstad Business School
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 1464 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 353 hits
ReferencesLink to record
Permanent link

Direct link