Abstract
The soft drink industry has witnessed significant growth over the years, influenced by changing consumer preferences and market dynamics. This study aims to analyse consumer preferences towards soft drinks in Tiruchirappalli City. A structured questionnaire to assess factors influencing their choices. The findings provide insights into brand preference, frequency of consumption, purchasing behaviour, and the impact of health concerns on consumer decisions. Keywords: Consumer Preferences, Soft Drinks, Tiruchirappalli, Brand Loyalty, Health Consciousness.
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