CONSUMER PERCEPTION OF BUSINESS COMMUNICATION STRATEGIES OF PEPSICO FOR THE ENHANCEMENT OF MARKETING EFFECTIVENESS AND COMPETITIVE POSITIONING IN PESHAWAR, PAKISTAN

Abstract

This study investigates the consumer perception of business communication strategies of PepsiCo and their role in enhancing marketing effectiveness and competitive positioning in Peshawar. In today’s highly competitive beverage industry, effective communication strategies including advertising, digital engagement, celebrity endorsements, corporate image, and retail visibility play a crucial role in shaping consumer attitudes and influencing purchasing behavior. A quantitative research design was employed using a structured questionnaire comprising 20 Likert-scale items. Data were collected from a sample of 100 respondents, including university students, young professionals, and retail customers. The reliability of the instrument was confirmed through Cronbach’s Alpha (α = 0.80), indicating strong internal consistency. Descriptive statistical analyses were applied to examine relationships among variables. The findings reveal that PepsiCo’s communication strategies have a significant positive impact on consumer perception, marketing effectiveness, and purchase intention. Advertising and digital communication emerged as the most influential factors, followed by brand image and retail presence. Furthermore, the results indicate that effective communication strategies contribute substantially to strengthening PepsiCo’s competitive positioning in the local market. The current study concluded that well-integrated and culturally relevant communication strategies enhance consumer engagement and brand preference. These findings provide valuable insights for marketers to optimize communication efforts and sustain competitive advantage in emerging markets. Future research may expand the scope by including comparative analysis with competing brands and larger sample sizes.