Impact of Price Change on Consumer Buying Behavior; a Case Study of Coca-Cola Company Kaduna

Student: Uthman Kayode lukman (Project, 2025)
Department of Marketing
Kaduna State University, Kaduna, Kaduna State

Abstract

This study examines the impact of price changes on consumer buying behavior, with a focus on Coca-Cola products in Kaduna. Price is a critical factor influencing consumer decision-making, and understanding how changes in price affect demand is essential for businesses seeking to maintain market share. The research adopts both quantitative and qualitative approaches, collecting data from a sample of Coca-Cola consumers within Kaduna through structured questionnaires and interviews. The findings reveal that price fluctuations significantly influence consumer purchasing decisions, with higher prices leading to reduced consumption and vice versa. Additionally, the study explores the elasticity of demand for Coca-Cola products, showing that consumer loyalty plays a role in moderating the impact of price increases. Based on these findings, it is recommended that Coca-Cola adopts pricing strategies that balance profitability with consumer affordability to maintain a competitive edge in the market. Further research is encouraged to examine other factors such as promotional strategies and brand perception, which could also influence consumer buying behavior.

Keywords
Price consumer behavior change consumer behavior consumer preferences
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