• Thursday, Apr 2nd, 2026

International Journal of Advanced Research in Education and TechnologY(IJARETY)
International, Double Blind-Peer Reviewed & Refereed Journal, Open Access Journal
|Approved by NSL & NISCAIR |Impact Factor: 8.152 | ESTD: 2014|

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Article

TITLE A Study on Customer Acquisition, Retention, and Brand Loyalty of Coca-Cola
ABSTRACT In highly competitive consumer markets, especially within the fast-moving consumer goods (FMCG) sector, customer acquisition, retention, and brand loyalty are critical determinants of sustained profitability. This research examines how Coca-Cola, one of the world’s most recognized beverage brands, acquires new customers, retains existing ones, and fosters brand loyalty in India. Using a descriptive and analytical design, primary data were collected from 200 respondents through structured questionnaires, while secondary data were obtained from published research and reliable industry sources. Statistical techniques including percentage analysis, chi-square, correlation, and regression were applied to analyze the data. Findings indicate that product quality, promotional activities, distribution reach, and customer satisfaction significantly influence customer acquisition and retention. Additionally, satisfaction and emotional connection strongly predict brand loyalty. The study concludes by recommending strategies for enhancing loyalty through customization, digital engagement, and sustained quality improvements.
AUTHOR Sonaly Biswal, N P Nandini II Year, Department of MBA, CMR Technical Campus Kandlakoya, Medchal, Hyderabad, Telangana, India Assistant Professor, CMR Technical Campus Kandlakoya, Medchal Hyderabad, Telangana, India.
VOLUME 13
DOI DOI: 10.15680/IJARETY.2026.1302023
PDF 23_A Study on Customer Acquisition, Retention, and Brand Loyalty of Coca-Cola.pdf
KEYWORDS
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