NTRODUCTION:

Pepsi is a carbonated soft drink that is produced and

manufactured by PepsiCo. It was created and developed in 1893
and introduced as Brad's Drink, it was renamed as Pepsi-Cola on
August 28, 1898, then to Pepsi in 1961. Pepsi was first
introduced as "Brad's Drink" in New Bern, North Carolina, United
States, in 1893 by Caleb Bradham, who made it at his drugstore
where the drink was sold.
 PERSONALITY
Personality is those inner psychological characteristic that both
determine and reflect how a person responds to his or environments.
As see on this Pepsi drinks, the personality that are reflect on this
product are more on spirited, happiness, down to earth and rhythm
..NATURES OF PERSONALITY

Personality Reflects Individual Differences

On this nature, personality is a unique combination of
factor. On this nature, some consumer have high in
ethnocentrism that is they are willing to accept foreign- made
product such as accept this Pepsi drinks.
PERSONALITY AND UNDERSTANDING CONSUMER
BEHAVIOR.

CONSUMER INNOVATIVENESS AND RELATED

PERSONALITY TRAITS
Consumer Dogmatism
Is a personality trait that measured the degree of
rigidity (versus openness) that individual display
towards the unfamiliar and towards information that is
constrains in their own establishing belief.
ATTITUDE FORMATION
Towards securing their customers Pepsi Company has
relates some of the customer attitudes when buying
their product especially Pepsi beverages products. To
convincing their customer Pepsi has applied a few
methods based on customer attitude natures, sources
of influence on attitude formation and strategies of
attitudes changes.
 ATTITUDE FORMATION
When Pepsi has studied on their
customer attitudes Pepsi company will
using sources which will influence them
on attitudes formation. Attitudes
formation is how the Pepsi customer
itself are learned. There is a lot of source
on attitudes formation, but Pepsi
company only apply 3 of it, which:
personal experiences, influence and
mass media.
The personal experiences can be divided into
two, which is a direct experience, where the
customers buy, and go through their own
experiences, then they will give their opinion about
the Pepsi product itself whether it is a good
product or not, if it is a positive experience, the
customer will tends to make a repeat purchase. If
not the customer will ignore the product and will
not buy it again.
the influence, where it plays the biggest role in attitudes formation
because it may contributes to a very long chain of product life cycle.
The main people who are in the influence group are family, and
friends. Buying attitudes formation based on family will encourage
the other member of the family will tends or influenced by the family
members such as if a mother always buy a Pepsi cola drinks in
every celebration in their house, it might influence the children for
example to buy the Pepsi cola drinks product when they have any
functions or a celebration with their friends. Not only family but the
friends also have the power to influence the others friends to buy
he mass media. Pepsi used mass media as their medium to
makes their customer knows and aware about the new products
promotions and information. Not only a purpose towards the
product but to influence them in formation of emotions and
feelings. For example in the television advertisement, Pepsi
used to change their advertisement based on current
celebrations such World Cup, which it will attract the customers
attention who mad with football, assuming that Pepsi also do
understand their interest in football.
SWOT ANALYSIS
Strengths

The Pepsi image is displayed on T-shirt, Cap and Bat this

extremely recognizable branding isone of the greatest
strengths. Pepsi bottling system is one of their greatest
strengths.
Weaknesses

Pepsi has recently reported some declines in unit case volume

in Indonesia and Thailand dueto reduce the consumer
Purchasing power. Pepsi has effects on the teeth which is an
issue for health care.22
Chap5
Opportunities
CONCLUSION
PepsiCo use three major criteria in dividing their customer that criteria are;
Demographic, psychographic and use rate segmentation. Where in
demographic, Pepsi targeted consumer was determine by who actually the
customer are. In psychogaphic, it is determine through how the customer think
and in used rate, the customer are divided in term of how much they consume