Determinants of Consumer Preference towards Soft Drinks

In the dynamic and rapidly changing business environment, the beverage enterprise is certainly one of the biggest industries in the world. The beverage industry classifies into two categories are alcoholic beverage industry and the non-alcoholic beverage industry. Carbonated soft drinks, dairy drinks, and fruit juices have come under the non-alcoholic beverage category. This study looks to investigate the consumer preference toward soft beverages specifically carbonated soft drinks, dairy drinks, and fruit juices using investigating the variables of product attributes, brand preference, and health consciousness of purchasers in the Panadura area which is situated within the Kaluthara district, Sri Lanka.