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Consumer Behaviour Case Study

Case Title:

Pepsi's Strategy to Address Changing Consumer Buying Behaviour: Would it Succeed?

Publication Year : 2007

Authors: Aakruti Mulye

Industry: Food and Beverages


Case Code: CSB0014P

Teaching Note: Available

Structured Assignment: Available

Buy This Case Study

Pepsi Co. a world leader in convenient snacks, foods, and beverages is a $35 billion company. Some of the popular brands like Pepsi-Cola, Mountain Dew, Diet Pepsi, Lays, Doritos, Tropicana, Gatorade, and Quaker Oats are owned by the company. The company saw a change of preference in it's consumers in the 1990's apart from this the beverage industry also observed a rise in functional drinks in the mid 2000s. The case focuses on the Pepsi's strategy to address this change in the consumer behaviour.

Pedagogical Objectives:

  • The case study has been structured to understand and analyse:
  • The Impact of changing consumer behaviour on the food and beverage Industry
  • The possible solutions to address the change in consumer preferences
  • The importance of strategy to achieve long-term sustainable growth.

Keywords : Food and Beverage, Pepsi, consumer behaviour, Brands & Branding Case Study, US health consciousness, Coca-Cola, obesity,growth strategy, innovation


  • Rising health consciousness
  • Pepsi's Strategy
  • Looking Ahead

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