The purpose of this research was to study the influence of soft-drink brand-name and quality on consumer’s drink selection behavior by considering brand-name and quality of soft-drink used as independent variables and consumer’s selection behavior as the dependent variable. The subjects were undergraduate students of the Faculty of Education and students of Graduate School, Chulalongkorn University. The equipments wore three kinds of cola beverages. The subjects were administered different kinds of cola beverages in the same brand-name bottles and different kinds of beverages in the different brand-name at each of nine trials to test the influence of quality and both quality and brand-name respectively. Using the method of paired comparison, 27 pairs of beverages were presented to each subject, one pair at a time. The subject selected only one kind of beverages for a total of 27 judgments. They were asked, to fill out a questionnaire on their cola consumption habits, the kind of beverages they liked best and the reason in selecting. The frequency of consumer’s selecting brand-name and quality of beverages was recorded. These data were computed in percent and chi-square. The result showed the chi-square values obtained with the number of selecting quality of beverages differed significantly from chance expectancy at level, 01. But it did not show the significant value of influence of brand-name on consumer and no relationship between quality and brand-name. The result of questionnaire also showed that most of subjects selected Pepsi Cola and their reason was due to quality more than brand-name which supported the result of this research.
