... most influential one * How well Nescafe is positioned inside consumer mind * Determine the level of customers satisfaction toward Nescafe Based on the literature review, following hypotheses are derived: H1: Price and preferences are highly correlated The literature review revealed that customers of Fast Moving Consumer Goods (FMCG) product are elastic toward price (Mela, Sunil and Donald 1997). It is believed that consumers are more likely to prefer low price instant coffee and hence, the study will first address the correlation between the price and consumer preference over FMCG. H2: Advertisement has impact on consumer preferences. It focused on the beliefs that highly promoted coffee are better than the brand without any promotion as it is stated that the better brand is promoted the better its image build in consumer mind, reduce brand resistance and encourage consumption (Swait and Erdem 2002). H3: Taste and satisfaction are the major influence on ...

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