Studying the impact of consumer behavior and the marketing mix on the market share of the Kufa Soft Drinks Factory

Abstract

Study problem: The soft drinks industry is one of the vital industries operating in Iraq, as it contributes - in addition to strengthening and diversifying the national economy, and reducing to some extent difficult economic and social problems (such as unemployment and inflation) - it works to satisfy the Iraqi consumer’s need for it, which has increased His consumption of it, with the improvement of his living conditions, and this encouraged the presence of many competitors for this food industry from inside and outside the Iraqi market, and this makes the factory under study to think seriously about its market share, especially with the increasing challenges facing it, the most important of which is firstly the consumer, his desires and inclinations, the circumstances and the environment. surrounding it. Secondly, the marketing mix (product, price, promotion, and distribution). What can the researched factory do with these four components to maintain its market share, and then work to increase it?
Objectives of the study: The study seeks to achieve the following objectives: Determine the extent of the impact of internal and external factors related to consumer behavior on the market share in the soft drinks industry. Identify the level of the marketing mix adopted in the factory and its effectiveness in the marketing share.