ETHICAL CONFLICTS OF COCA-COLA COMPANY AND ITS INFLUENCE ON CONSUMERS BUYING BEHAVIOR

The primary diligence of this research is to understand the importance of ethical behavior and corporate social responsibility in achieving the significant advantages to an enterprise and modern-day moral conflicts going through by way of coca cola and its impact on customers buying behavior. The study was confined to nearby Tirupati region on 300 probabilistically sampled customers to analyze the impact of Coca-Cola ethical conflicts on consumers buying behavior. In this research to examine the impact, the dependent variable chosen is ethics of Coca-Cola and the independent variables are service excellence, competitive measures, human resources, community and health & safety measures. The research shows that service and excellence factors have high impact on Coca-Cola. The conclusion of this paper emphasizes that the company should undertake several initiatives in its areas of operation to appraise its brand image and sales and be competitive in the market.