88 страниц. 2012 год. LAP Lambert Academic Publishing The beverage industries now a day’s are in a turbulent market due to the consumption pattern of consumers. Thus it is essential to look at consumers purchasing behavior and their decision process so as to cast light on the factors that finally determine their purchasing behavior. More over due to market information accessibility the consumer of the world are enlightened to have what they need at a time. Here we infer that fast service is essential to these markets. Coca cola product is an internationally consumable product, so flexible marketing strategy according to the nature of the target market and consumer is essential. To do so finding the determinant factors affecting consumers purchasing decision behavior holds the lion share. The purpose of this study is also to investigate those factor affecting consumer decision to purchase coca cola product(internationally consumed good) at the Local Market.