Carbonated soft drinks (CSDs) have long been a mainstay of the beverage business but changing consumer tastes and rising health awareness have necessitated a thorough study of the variables impacting consumer choices. This study intends to explore the complex web of customer preferences, purchasing behaviour, and perceptions related to carbonated soft drinks. This research analyses how numerous variables, including gender, affect these preferences and choices via careful examination. The purpose of thepresent research is to determine the perception of consumer influencing customer choice preferences for the consumption of carbonated soft drinks, influence of gender and the role of advertisement in finalizing the choice. It would be helpful to do further research to better understand how these highlighted variables affect purchasing choices, especially gender-based variances. The important influence of gender on consumer behaviour has been acknowledged. For this study, a structured questionnaire was distributed through online social media to individuals of 12–45 years of age from the period of April–May 2023. For analysis of the data collected, SPSS 22.0 was used. The study has confirmed that consumption of Coca-Cola is higher than any other soft drink in almost the entire country. The factors like youthfulness, tradition, status symbol and level of carbonation have different influences on the buying behavior of male and female consumers.

Color visually communicates the product’s flavors to consumers and further influences their taste perception. This study explores the perceived taste of tea beverages caused by the logo’s principal colors, using hand-shaken tea beverages in Taiwan as an example. To identify the linkage between the logo color and tea tastes, this study divides the taste of tea beverages into four categories: sweetness, freshness, bitterness, and astringency. Then, the 69 tea beverage logos are allocated into the 14 color sections in the CIELAB color space according to their primary colors. The Correspondence Analysis method is employed to visualize the relationships between the logos and the perceived tastes. The tea tastes are then mapped into the color sections in the CIELAB color space. The analysis results reveal that the sweetness links to logos in the Warm Scheme colors (hue angle from 0 to 59 degrees). The fresh taste is bound with the logo with the Cool White Scheme colors (hue angle from 90 to 149 degrees and brightness >80). Finally, the bitter and astringent tastes link to the logo colors in the Cold Black Scheme colors (hue angle from 60 to 89 degrees, 150 to 329 degrees, and brightness <25). This study expands the color and taste association literature from general food to tea beverages. Our obtained empirical results can be applied to hand-shaken beverage companies to select principal colors for designing logos and packages that align with tea beverages’ perceived tastes to convey brand recognition accurately.