FACTORS DRIVING THE SURGE IN COCA-COLA'S SALES REVENUE: A CASE STUDY OF COCA-COLA COMPANY IN DAR ES SALAAM

Abstract

ABSTRACT Coca-Cola has consistently led in product innovation, responding to changing consumer preferences and market trends. This study evaluates the impact of Coca-Cola’s product innovations on sales revenue growth in Dar es Salaam. The main objective was to assess how new flavors, packaging, and limited-edition products influence Coca-Cola’s sales and consumer engagement. A cross-sectional study design with a mixed-methods approach was used, involving 384 participants from Dar es Salaam. Quantitative data were collected through structured questionnaires focusing on consumer preferences, product variety, communication effectiveness, and purchasing behavior, while qualitative data were gathered through interviews to provide deeper insights into consumer perceptions. Descriptive statistics were used for quantitative analysis, and thematic analysis was applied to the qualitative data. The results revealed that Coca-Cola’s marketing strategies, pricing, and product innovations significantly contributed to sales growth in Dar es Salaam. Over 62% of participants recognized the effectiveness of Coca-Cola’s communication about new products, with 45.8% preferring newly introduced or modified items, underscoring the success of marketing campaigns. 56.2% of respondents acknowledged price as the influence on their purchasing decisions, indicating the importance of competitive pricing, especially for price-sensitive consumers. Product innovations, such as new flavors and limited-edition packaging, were key drivers of sales, with 51.6% of participants purchasing products due to their novelty. Additionally, 35.9% valued product variety, and 35.9% had a positive view of Coca-Cola’s incorporation of consumer feedback into product development, further enhancing its market appeal.