Eureka! Institutional Repository

This study is an applied research of marketing referred to investigation and recording the views and the attitudes of consumers regarding the negative emotions that they might nourish about flavored soft drinks. The purpose of this research is to investigate the factors that enable or not the introduction of a new soft drink with flavor in the Greek market. The survey was conducted on behalf of a client, who addressed in the research company in which we work. The present research is field research or primary data research. The method that followed is one-stage sampling area in conjunction with the stratified sampling in households of Eastern Thessaloniki. Initially sets out the literature review, in which is analyzed the industry of soft drinks and flavored soft drinks, the demand of beverages industry, the economic crisis and how this affects the buying habits of Greek consumers, also analyzing the factors that negatively affect the emotions that might nourish the Greek consumers towards in flavored soft drinks. Then presented the frame and findings of qualitative research primary data held for the fulfillment of the purpose and objectives of the present study. The findings of the research led to the conclusion that there is an evident resentment on behalf of Greek consumers to major soft drinks companies and a wave of growth in demand of greek soft drinks and soft drinks private label. Important factor of distaste of Greek consumers to Loca Cola is the fact of transportation facilities of this company in Bulgaria, resulting in intense dissatisfaction of Greek consumers against to this brand, and consequently a reduction in market share. Finally, the results showed that consumers are obviously dissatisfied with this brand because they found lesions on the taste of its products and also consider that have negative effects on their health, leading to think in a more alternative lifestyle.