Effects of promotion activities of global enterprises on Gazi and Bilkent University students? buying behaviours: The case of Coca Cola and Pepsi

During the globalisation process, enterprises have to impliment different strategies by means of promotion mix in order to meet the rapidly changing comsumer needs and wants in an intensive competition environment. It is needed to determine the target audience primarily and then communicate with them in order promotion activities, planed to be implemented by enterprises in global markets, to be effective and succesfull. On the other hand, as they are determining their promotion strategies, enterprises should be aware of the factors which have effect on target audience?s buying decisions.In this research, dealing with globalisation proces, it is informed about global enterprises and their activities; explaining the concepts related to promotion mix implemented by enterprises through globalisation and consumer buying decision process and factors effecting this process are emphasized. In the implementation chapter of the research, according to the results of the questionaries applied to the students of Bilkent and Gazi Universities in Ankara; factors having effect on university students? preference of Coca Cola and Pepsi and effects of promotion activities having been implemented by these global enterprises on buying decisions are studied.Analysis of the first section, it has been identified that relationship between Coca Cola and Pepsi choice of students and spending levels. Analysis of the second section, it has been determined that significant difference between the effects of the students? brand choice and TV, radio commercials and billboards which are being implemented by Coca Cola and Pepsi.In the last part of the analysis, according to the results of discriminant analysis which examining the factors to be effective in brand preferences of students from two different universities, it has been identified that the factors both effects of the Coca Cola choice are habits and radio advertisements and also effects of Pepsi choice is friend recommendation for Gazi University students. On the other hand, the effects of the factors which influence the Coca Cola choice are habits and billboards and Pepsi choice is brand confidence for Bilkent University students.