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The purpose of the current research is to gain insight into the impact of education on consumer purchase behavior. Based on the proposition, that altitude has three components- cognitive, affective and intention, the present study measures affective and cognitive components to compare the effects of each on consumer purchase behavior.There is a transition in the soft drink market, people are becoming more health' conscious and shifting to healthier products which decreases the market share for soft drink producers, so this study tries to understand the consumers attitude in order to provide a guide line to soft drink producers for better long time planning.