Brand Image in Cola Drinks Case: Future Cola of Wahaha Group Co.Ltd, China

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Brand Image in Cola Drinks CASE:Future Cola of Wahaha Group Co.Ltd,China

Sun, Jianfei

2010 Laurea Leppävaara

Laurea University of Applied Sciences Laurea Leppävaara

Brand Image in Cola Drinks CASE: Future Cola of Wahaha Group Co.Ltd,China

Jianfei Sun Degree Programme in Business Management Thesis April, 2010

Laurea University of Applied Sciences Laurea Leppävaara Degree Programme in Business Management International Business-to-Business Marketing

Abstract

Jianfei Sun Brand Image in Cola Drinks; Case: Futre Cola of Wahaha Group Co.Ltd, China Year 2010 Pages 45

In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that
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23 3. RESEARCH APPROACH AND METHODOLOGY ...................................................... 24 3.1 Research Process ............................................................................ 24 3.2 Research method ............................................................................ 25 3.3 Reliability and Validity ..................................................................... 26 4. EMPIRICAL STUDY ..................................................................................... 26 4.1 Result of the research and analysis ...................................................... 28 5. FINDINGS AND SUGGESTION ......................................................................... 37 5.1 5.2 Finding ..................................................................................... 37 Suggestions ................................................................................ 37

6 SUMMARY .............................................................................................. 39 7. REFERENCES ........................................................................................... 41 BOOKS ...................................................................................................... 41 LIST OF FIGURES.......................................................................................... 44

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