The Effect of Marketing Strategies in Influencing Consumer Purchasing Behaviour for Beverage Companies in the Contemporary Era

The main objective of the study was to examine the effect of marketing strategies in influencing consumer purchasing behaviour for beverage companies in the contemporary era using Coca Cola as a case study. The specific objectives sought to; Identify the current marketing strategies adopted by Coca Cola in its marketing operations. Ascertain the benefits of an effective marketing strategy. Identify the effect of marketing strategies on consumer purchasing behaviour. The study adopted the descriptive survey approach and used the quantitative method of research. The target population of the study comprised all the employees of Coca Cola who work in the marketing department. Thirty (30) employees were sampled out for the study. A simple random sampling technique was adopted for the study. Questionnaires were used as the tool for data collection. Statistical Package for the Social Sciences version 21 was used for the study.