Publications

This study investigates the impact of Coca-Cola advertising on consumer preferences in Uganda, with the followingobjectives: (1) to assess the effectiveness of advertising strategies employed by the Coca-Cola Company, (2) toexamine the relationship between advertising exposure and consumer preferences for Coca-Cola products, and (3)to identify factors influencing consumer preferences in the context of Coca-Cola advertising. The research designinvolves a mixed-methods approach, combining survey data collected from 133 respondents through a structuredquestionnaire with qualitative analysis of advertising content. The findings indicate that Coca-Cola's advertisingstrategies significantly influence consumer preferences, with a high level of awareness and positive perceptions ofthe brand observed among respondents. Additionally, a strong relationship exists between advertising exposure andconsumer preferences, with higher levels of exposure correlating with more positive perceptions and intent topurchase Coca-Cola products. Factors such as the effectiveness of advertising messages, trustworthiness ofinformation, and peer recommendations emerged as key drivers of consumer preferences. The significance of thisstudy lies in its contribution to a deeper understanding of Coca-Cola advertising dynamics and its influence onconsumer behavior in Uganda. The findings offer valuable insights for marketing practitioners seeking to optimizeadvertising strategies, enhance consumer engagement, and drive long-term brand loyalty. Overall, this researchprovides valuable implications for both academic researchers and industry professionals in the field of marketingand consumer behavior.