Methodology:

In order to examine the role of Cultural and glocal impact on advertisement, a quantitative
research technique has been used which makes use of questionnaire and a survey was
conducted in order to collect the data that was required for the research. As it is a case of
glocalisation in the beverage industry of Pakistan which is specific about Pepsi and Coca-
Cola so the questions would be designed in such a way that they will take the feedback of
various people who are involved in advertisements or affected by them. This could include
the employees and managers of the Pepsi and Coca-Cola companies as well as the customer’s
opinion would also be taken (Manavirad, 2017).
Research approach:
There are usually two types of research approaches which are Inductive and Deductive
research approach. For the purpose of carrying out the research in this study, a deductive
research approach has been used which makes use of the testing a theoretical preposition.
However, further there is qualitative and quantitative research approach. In order to conduct
the research, the quantitative research method has been used by the author. As the name
shows that this research approach focuses on the quantitative data. There are various
standards of acceptable statistical data. For example, the number of respondents in order to
collect the statistical data (Lewicka, 2016). This type of research approach is most applicable
in the situations when there is high number of respondents available for conducting the
research.
Research strategy:
Research strategy is a way of conducting the research. For the purpose of this research study,
the researcher makes use of questionnaires. In the questionnaires, there are closed ended
questions which include the multiple choice questions, which have a likert scale from 1-5.
Where one shows the least option for the respondent whereas, 5 shows the highest option for
the respondents (Murad, 2018). The respondents would have a choice to choose the option
from the available choices.
Data collection:
The quantitative data collection techniques have been used in this research for the purpose of
data collection (Research philosophy, 2019). The data would be collected regarding the
consumer behavior for the consumption of soft drinks offered by Pepsi and Coca Cola. This
quantitative data would be in the form of numerical digits that would be analyzed using the
various statistical analysis techniques. A questionnaire would be prepared which has different
questions that can be useful for the purpose of collecting the relevant data for the research.
Population:
The population for data collection is the customers of Coca Cola and Pepsi. The local people
of Pakistan and in the foreign countries all will be included in the population for the data
collection. Some of the staff of Coca Cola and Pepsi in Pakistan would also be considered for
data collection for the research.
Sampling:
Random sampling technique would be used for the purpose of selecting samples out of the
total population that is considered for data collection for this research. So, there will be
around 50 customers of Coca Cola and Pepsi in Pakistan who will be selected to get answers
to the questions during the survey. Also there will be 20 people who are the staff of these two
companies. Five of them would be managers whereas rest of them would be general
employees of the company (Chetty, 2019).
Research instruments:
In order to conduct the research, the questionnaire has been used as research instruments or
research tools. Questionnaire in the printed form would be handed over to the participants of
the survey. This would have 14 multiple choice questions. For the multiple choice questions,
they would be given a scale from 1-5 Where one shows strongly agree whereas 5 indicates
not agree at all. The respondents can choose any number from 1 to 5 in order to provide their
feedback about the questions that are asked in the survey (Chetty, 2019).
The questions mentioned in the questionnaire would be prepared in such a manner to
understand the likeness of the customers towards the soft drinks that they either prefer Coca
Cola or Pepsi. Also in order to understand that whether the advertisements have a positive
effect on the beverages that are consumed by them or not. The role of advertisements on the
purchasing behavior of customers would be figured this way. They were also asked questions
about the future perspective of the customers about the products they expect Coca cola or
Pepsi to launch. These questions that are included in the questionnaire cover all the
dependent and independent variables of this research study.
Demographic data:
The demographic data of the respondents would enable the researcher to figure out the role of
culture and glocalization on advertisements. Also how these advertisements affect the
consumer behavior towards buying a product. The demographic data of respondents is
required for that purpose which may include the age, gender, family income, employment
and area.
The following table describe the demographic data of participants of survey in this study:

S. No Variables Customers Employees

1. Age 18-40 25-35
2. Gender Male/Female Male/Female
3. Family Income High/low High/low
4. Employment Good/Bad Good
5. Area Porsche/ poor Porsche/ poor

The main independent variables would be culture and glocalization of the products of both
companies.
Culture:
The culture of a country or an area where the products are sold have a great impact on the
advertising of those products. The marketing managers make sure to carry out research about
the the culture of that place where they are selling that product. The advertising of the
products would have to comply with the standards of that country. The culture of a place is
the most important element that has an influence upon the advertising strategy of the
company for its products. For example, in order to do advertisement in a muslim country,
Glocalization:
Another main independent variable is the glocalization of the products. When the products
are sold within the local community as well as globally then it is referred as glocalization.
Glocalization also has a great impact on the advertisement of the products. The products
which are sold worldwide and within the local community for example Coca Cola and Pepsi
meet the customer demands glocally. So, it is necessary to make advertisements in such a
way that they are made for the local consumers as well as for the customers worldwide
(Manavirad, 2017).
Whereas, the dependent variables are age, gender, family income, employment and area
where they live. These are described as below:
Age:
Usually the young people are a fond of having soft drinks so the age has an effect on the
advertising of the brand. The old age group may want to avoid these drinks due to their health
problems.
Gender:
Similarly, another dependent variable is the gender. In the Pakistan, mostly men like to eat
out so they include the soft drinks in their menu when they eat out while the women prefer to
cook their food at home so they don’t like to include the soft drinks (Lewicks, 2016). Also
women are more conscious about their physical appearance and these soft drinks can make
them fat so they want to avoid them. Hence, the advertisements should be made in such away
by the companies that address the target audience who is more interested in buying and
consuming these soft drinks from Coca Cola and Pepsi.
Family Income:
The family income also effects the buying behavior of the customers towards a product. The
poor people are not able to afford these soft drinks due to which they want to avoid the
consumption of such drinks in their food. While the middle class and the upper class
regularly make use of the drinks sold by Pepsi and Coca Cola. So that the producers should
make the advertisements which covers all these aspects.
Employment:
The employment status of a person is another variable that has an impact on the buying
behavior of the customer. The people with better jobs would have the better salaries that
expands the buying power of the buyer while the people who have jobs at lower level also
have less salaries due to which it limits their buying power for the products. It is up to the
companies to advertise their products in such a way that they focus on the people who are
able to buy these products.
Area:
The final variable is the residential area of the customers. The people who live in Porsche
areas may have parties and the arrival of guests due to which they may need these soft drinks
in greater quantity in comparison to the one’s who live in the poor areas. The people living in
poor areas are usually having poor background and the use of such soft drinks is not a basic
need of life but it comes in the luxury sense. Such people can barely fulfill their basic needs
due to which it is an important element in the advertising process that has to be kept in mind.
References:
 Manavirad, M., & Samadzadeh, M. (2017). Effects of Interactivity between Audience
and Urban Advertisement. Journal of History Culture And Art Research, 6(4), 1091.
doi: 10.7596/taksad.v6i4.1132
 Lewicka, M. (2016). The Manuscript Literature as a Permanent Element of the
Cultural Heritage and Determinant of the Identity of the Tatar Community in
Poland. International Journal Of Culture And History (Ejournal), 2(3), 117-121. doi:
10.18178/ijch.2016.2.3.049
 Murad, M. (2018). Online Advertisement and Its Impact on Consumer
Behavior. SSRN Electronic Journal. doi: 10.2139/ssrn.3288005
 Research Onion. (2019). Retrieved from https://onion.derby.ac.uk
 Research Philosophy - Research Methodology. (2019). Retrieved from
https://research-methodology.net/research-philosophy/
 Chetty, P. (2019). Importance of research approach in a research. Retrieved from
https://www.projectguru.in/publications/selecting-research-approach-business-
studies/