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A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
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A Study on Consumers' Preference Towards Soft Drinks Product

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  • 1. A STUDY ON CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS Project Report submitted in partial fulfillment of the requirements for the award of Degree of Master of Business Administration of Bharathiar University, Coimbatore By T.M.SANTHOSH (Register No: 1235F0694) Under the Guidance and Supervision of Prof.K.R.SENTHILVELKUMAR B.E., MBA Jansons School of Business Approved by AICTE & Affiliated to Bharathiar University KARUMATHAMPATTI, COIMBATORE-641 659 SEPTEMBER 2013 1
  • 2. BONAFIDE CERTIFICATE 2
  • 3. JANSONS SCHOOL OF BUSINESS Approved by AICTE & Affiliated to Bharathiar University An ISO 9001-2008 certified and NBA-AICTE accredited institution Karumathampatti, Coimbatore-641659. Ph. 0421-2336161 Fax: 0421-2334742 E-Mail: info@jsb.ac.in BONAFIDE CERTIFICATE This is to certify that the Project Report entitled “A STUDY ON CONSUMERS’ PREFERNECES TOWARDS SOFT DRINK PRODUCTS” submitted to the Bharathiar University in partial fulfillment of the requirement for the award of the Degree of Master of Business Administration is a record of original and independent research work done by T.M.SANTHOSH during the period of study from MAY 2013 to JULY 2013 under my supervision and guidance and the thesis has not formed the basis for the award of any Degree/Diploma/Associate ship/Fellowship or other similar title of any candidate of any University. FACULTY GUIDE CEO Viva-voce held on __________________________________ INTERNAL EXAMINER EXTERNAL EXAMINER 3
  • 4. COMPANY CERTIFICATE 4
  • 5. 5
  • 6. DECLARATION 6
  • 7. DECLARATION I, T.M.SANTHOSHhereby declare that the Project Report entitled “A STUDY ON CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS” submitted to the Bharathiar University, in partialfulfillment of the requirements for the award of the Degree of Master of Administration is a record of original and independent research work done by me during the period of study from 23-05-2013 to 05-07-2013 under the Supervision and Guidance of Prof.K.R.SENTHILVELKUMARand it has not been formed the basis for the award of any Degree/Diploma/ Associate ship/Fellowship or other similar title of any candidate of any University. Date:Signature of the Student 7
  • 8. ACKNOWLEDGEMENT 8
  • 9. ACKNOWLEDGEMENT I extend my hearty thanks to Mrs.LAKSHMI, Human Resource management of COCA COLA, Chennai for granting me permission to do the project work in their esteemed concern. I would be deeply obliged to thankMr. SAJAN S.MATHEWS, Marketing Department,for providing me an opportunity to do the project in Coca Cola, Chennai. I would be grateful to express my sincere thanks to Prof.S.MOHAN, CEO of JANSONS SCHOOL OF BUSINESS, COIMBATOREfor providing me an opportunity to do the project. I would be grateful to express my sincere thanks to Prof. K. R. SENTHILVELKUMAR for his support and guidance to complete the project. I would be obliged to thank Prof. R.PALANISWAMY for his all support and guidance in data analysis and drawing inferences. 9
  • 10. TABLE OF CONTENTS CHAPTER NO 1.0 PARTICULARS EXECUTIVE SUMMARY INTRODUCTION 1.1 INDUSTRY PROFILE PAGE NO 01 03 1.2 COMPANY PROFILE 1.3 PRODUCT PROFILE 14 1.4 PROJECT PROFILE 21 1.5 RESEARCH OBJECTIVES 2.0 13 21 LITERATURE REVIEW 2.1 CONCEPTUAL DEFINITIONS 23 31 31 3.4 ANALYSIS DESIGN 32 3.5 LIMITATIONS 4.0 5.0 26 3.2. SAMPLING DESIGN 3.3 DATA COLLECTION DESIGN 3.0 2.2 LITERATURE REVIEW RESEARCH METHODOLOGY 3.1 RESEARCH DESIGN 33 ANALYSIS AND INTERPRETATION FINDINGS, CONCLUSIONS AND SUGGESTIONS 5.1 FINDINGS 5.2 CONCLUSIONS 5.3 SUGGESTIONS 35 BIBLIOGRAPHY 99 30 96 97 97 APPENDICIES QUESTIONNARIE 101 10
  • 11. LIST OF TABLES TABLE NO TITLE PAGE NO 4.1 REASON FOR SHOPPING 36 4.2 NATURE OF PURCHASE 37 4.3 USE OF SOFT DRINKS 38 4.4 CONSUMPTION OF SOFT DRINKS 39 4.5 INFLUENCE ON PURCHASE 40 4.6 BRAND PREFERENCE 41 4.6.1 BRAND PREFERENCE- COLA DRINKS 41 4.6.2 BRAND PREFERENCE- MANGO DRINKS 42 PERCEPTION OF TASTE 43 4.7.1 PERCEPTION OF TASTE- COCA COLA 43 4.7.2 PERCEPTION OF TASTE- FANTA 44 4.7.3 PERCEPTION OF TASTE- SPRITE 45 4.7.4 PERCEPTION OF TASTE- THUMSUP 46 4.7.5 PERCEPTION OF TASTE- LIMCA 47 4.7.6 PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE 48 4.7.7 PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT 49 4.7.8 PERCEPTION OF TASTE- MAAZA 50 4.7.9 PERCEPTION ON TASTE OF COCO COLA PRODUCTS- A 51 4.7 COMPARISON 4.8 BUYING PATTERN 52 4.9 QUANTITY PURCHASED 53 4.10 PLACE OF PURCHASE 54 4.11 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS 55 4.11.1 COCA COLA 55 4.11.2 FANTA 57 4.11.3 SPRITE 59 4.11.4 THUMSUP 61 4.11.5 LIMCA 63 11
  • 12. 4.11.6 MINUTE MAID PULPY ORANGE 65 4.11.7 MINUTE MAID MIXED FRUIT 67 4.11.8 MAAZA 69 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS 72 4.12.1 COCA COLA 72 4.12.2 FANTA 73 4.12.3 SPRITE 74 4.12.4 THUMSUP 75 4.12.5 LIMCA 76 4.12.6 MINUTE MAID PULPY ORANGE 77 4.12.7 MINUTE MAID MIXED FRUIT 78 4.12.8 MAAZA 79 4.12.9 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A 80 4.12 COMPARISON 4.13 OPINION ON COCA COLA’S MASS MEDIA ADVERTISEMENT 81 4.14 THE M OST ATTRACTIVE COLA DRIN KS ADVERTISEMENT 82 4.15 THE MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT 83 4.16 I NFLUENCE OF ADVERTISEMENT IN THE PURCHASE OF COCA 84 COLA PRODUCTS 4.17 CELEBRITIES ENDORSEMENT LIKED MOST 85 4.17.1 AMIRKHAN 85 4.17.2 VIJAY 86 4.17.3 KATRINA KAIF 87 4.17.4 SALMAN KHAN 88 4.17.5 KAREENA KAPOOR 89 4.17.6 CELEBRITIES ENDORSEMENT LIKED MOST- A COMPARSION 90 4.18 CLASSIFICATION OF RESPONDENTS BASED ON GENDER 91 4.19 CLASSIFICATION OF RESPONDENTS BASED ON AGE 92 4.20 CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION 93 4.21 CLASSIFICATION OF RESPONDENTS BASED ON INCOME 94 12
  • 13. LIST OF CHARTS CHART TITLE PAGE NO NO 4.1 RRASON FOR SHOPPING 36 4.2 NATURE OF PURCHASE 37 4.3 USE OF SOFT DRINKS 38 4.4 CONSUMPTION OF SOFT DRINKS 39 4.5 INFLUENCE ON PURCHASE 40 4.6.1 BRAND PREFERNCES- COLA DRINKS 41 4.6.2 BRAND PREFERNCES- MANGO DRINKS 42 4.7.1 PERCEPTION OF TASTE- COCA COLA 43 4.7.2 PERCEPTION OF TASTE-FANTA 44 4.7.3 PERCEPTION OF TASTE-SPRITE 45 4.7.4 PERCEPTION OF TASTE-THUMSUP 46 4.7.5 PERCEPTION OF TASTE-LIMCA 47 4.7.6 PERCEPTION OF TASTE-MINUTE MAID PULPY ORANGE 48 4.7.7 PERCEPTION OF TASTE-MINUTE MAID MIXED FRUIT 49 4.7.8 PERCEPTION OF TASTE-MAAZA 50 4.7.9 PERCEPTION ON TASTE OF COCA COLA BRANDS- A COMPARISON 51 4.8 BUYING PATTERN 52 4.9 QUANTITY PURCHASED 53 4.10 PLACE OF PURCHASE 54 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS- 56 4.11.1 COCA COLA 4.11.2 FANTA 58 4.11.3 SPRITE 60 4.11.4 THUMS UP 62 4.11.5 LIMCA 64 4.11.6 MINUTE MAID PULPY ORANGE 66 13
  • 14. 4.11.7 MINUTE MAID MIXED FRUIT 68 4.11.8 MAAZA 70 4.11.9 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS- A 71 COMPARISON 4.12.1 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- COCA 72 COLA 4.12.2 FANTA 73 4.12.3 SPRITE 74 4.12.4 THUMSUP 75 4.12.5 LIMCA 76 4.12.6 MINUTE MAID PULPY ORANGE 77 4.12.7 MINUTE MAID MIXED FRUIT 78 4.12.8 MAAZA 79 4.12.9 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A 80 COMPARISON 4.13 OPINION ON COCA COLA’S MASS MEDIA ADVERTISEMENT 81 4.14 MOST ATTRACTIVE COLA DRINKS ADVERTISEMENT 82 4.15 MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT 83 4.16 INFLUENCE OF ADVERTISEMENT 84 4.17.1 CELEBRITIES ENDORSEMENT LIKED MOST- AMIR KHAN 85 4.17.2 VIJAY 86 4.17.3 KATRINA KAIF 87 4.17.4 SALMAN KHAN 88 4.17.5 KAREENA KAPOOR 89 4.17.6 CELEBRITIES ENDORSEMENT LIKED MOST- A COMPARISON 90 4.18 CLASSIFICATION OF RESPONDENTS BASED ON GENDER 91 4.19 CLASSIFICATION OF RESPONDENTS BASED ON AGE 92 4.20 CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION 93 4.21 CLASSIFICATION OF RESPONDENTS BASED ON INCOME 94 14
  • 15. Executive Summary: Joseph Priestleyinvented carbonated water in the year 1767 in England. Soft drink has become world’s leading beverage sector and is expected to lead the market value of $5.9 billion by the end of 2015. Global consumption of soft drinks is rising by 7% a year, well ahead of all other beverage categories. Coca Cola has come a long way since its beginning; from selling nine bottles a day to currently 800 million, as well as becoming one of the worlds’s most recognized brands. It is head quartered in Atlanta. Coca Cola owns over 400 brands that appeal to many different people all throughout the world. The specific objectives of the project were to determine the factors influencing consumers’ choice of soft drinks products and as well as brands and to identify the customers’ buying pattern related to Coca Cola products. The research design used in this project was Descriptive research and the research method used was survey method. A survey was conducted and feedback collected from 150 respondents. The data was analyzed with the help of statistical package SPSS. The findings revealed that themajority of the respondents are making their purchase on a monthly basis. The majority of the respondents are doing planned purchase. They buy soft drinks for family use. The majority of the respondents are purchasing cola drinks and mango drinks.They buy soft drinks mainly for taste. The majority of the respondents preferred Coca cola in the Cola drinks category and Slice in the Mango drink category. Their purchasing occasions were during offer period. In offer period they purchase 510litres. Themajority of the respondents purchase soft drinks in super markets. The majority of the respondents prefer Coca Cola for taste, Fanta for advertisement, Sprite for brand name, Thums Up and Limca for advertisement, Minute maid pulpy orange because of influence of circle of friends, Minute maid mixed fruit for price and Maaza for taste. Most of the respondents are satisfied with the price of all Coca Cola products. They stated that Coca Cola advertisement were good but also that they are not as attractive as that of competitors. Most of the respondents are attracted by Coca Cola advertisement in Cola drinks category and Maaza in Fruit drinks category. Most of the respondents liked AamirKhan as celebrity for endorsing Coca Cola products. Majority of the respondents are Male, belonging to age group of 31-40 years, majority are doing business and belonging to income category of Rs.15001-30000.Company must concentrate on creating awareness for Limca, Sprite and Minute maid which are not preferred by consumers as theyprefer only familiar brands such as Coca Cola and Maaza. 15
  • 16. INTRODUCTION 16
  • 17. 1.1 Industry Profile: A soft drink (also called soda, pop, coke, soda pop, fizzy drink, tonic, seltzer, mineral, sparkling water, lolly water or carbonated beverage) is a beverage that typically contains water (often, but not always carbonated water), usually a sweetener and usually a flavoring agent. The sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar substitutes (in the case of diet drinks) or some combination of these. Soft drinks may also contain caffeine, colorings, preservatives and other ingredients. Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the total volume if the drink is to be considered non-alcoholic. Fruit juice, tea, and other such nonalcoholic beverages are technically soft drinks by this definition but are not generally referred to as such. Soft drinks may be served chilled or at room temperature, and some, such as Dr. Pepper, can be served warm.The first marketed soft drinks in the Western world appeared in the 17th century. They were made of water and lemon juice sweetened with honey. In 1676, the Compagnie des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians. Carbonated drinks: In the late 18th century, scientists made important progress in replicating naturally carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of infusing water with carbon dioxide to make carbonated water when he suspended a bowl of distilled water above a beer vat at a local brewery in Leeds, England. His invention of carbonated water (also known as soda water) is the major and defining component of most soft drinks. Priestley found that water treated in this manner had a pleasant taste, and he offered it to friends as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now called) 17
  • 18. onto chalk to produce carbon dioxide gas, and encouraging the gas to dissolve into an agitated bowl of water. Another Englishman, John Mervin Nooth, improved Priestley's design and sold his apparatus for commercial use in pharmacies. Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed imitation mineral water to be produced in large amounts. Swedish chemist Jon Jacob Berzelius started to add flavors (spices, juices, and wine) to carbonated water in the late eighteenth century. Soda fountains vs. bottled sodas: In 19th century America, the drinking of either natural or artificial mineral water was considered a healthy practice. The American pharmacists selling mineral waters began to add herbs and chemicals to unflavored mineral water. They used birch bark (see birch beer), dandelion, sarsaparilla, fruit extracts, and other substances. Flavorings were also added to improve the taste. Pharmacies with soda fountains became a popular part of American culture. Many Americans frequented the soda fountain on a daily basis. Due to problems in the U.S. glass industry, bottled drinks were a small portion of the market in the 19th century. (However, they were known in England. In The Tenant of Wild fell Hall, published in 1848, the caddish Huntingdon, recovering from months of debauchery, wakes at noon and gulps a bottle of sodawater.) In America, most soft drinks were dispensed and consumed at a soda fountain, usually in a drugstore or ice cream parlor. In the early 20th century, sales of bottled soda increased exponentially. In the second half of the 20th century, canned soft drinks became an important share of the market. Soft drink bottling industry: Over 1,500 U.S. patents were filed for a cork, cap, or lid for the carbonated drink bottle tops during the early days of the bottling industry. Carbonated drink bottles are under great pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide or bubbles from escaping. In 1892, the "Crown Cork Bottle Seal” was patented by William Painter, a Baltimore, Maryland machine shop operator. It was the first very successful method of keeping the bubbles in the bottle. 18
  • 19. Automatic production of glass bottles: In 1899, the first patent was issued for a glass-blowing machine for the automatic production of glass bottles. Earlier glass bottles had all been hand-blown. Four years later, the new bottle-blowing machine was in operation. It was first operated by the inventor, Michael Owens, an employee of Libby Glass Company. Within a few years, glass bottle production increased from 1,400 bottles a day to about 58,000 bottles a day. Soft drink production: Soft drinks are made by mixing dry ingredients and/or fresh ingredients (for example, lemons, oranges, etc.) with water. Production of soft drinks can be done at factories or at home. Soft drinks can be made at home by mixing either a syrup or dry ingredients with carbonated water. Carbonated water is made using a soda siphon or a home carbonation system or by dropping dry ice into water. Syrups are commercially sold by companies such as Soda-Club; dry ingredients are often sold in pouches, in the style of the popular U.S. drink mix Kool-Aid. Ingredient quality: Of most importance is that the ingredient meets the agreed specification on all major parameters. This is not only the functional parameter (in other words, the level of the major constituent), but the level of impurities, the microbiological status, and physical parameters such as color, particle size, etc. Soft drinks Industry in India: Soft Drinks in India industry profile provide top-line qualitative and quantitative summary information including: market size. The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market. Essential resource for top-line data and analysis covering the India soft drinks market. The soft drinks market consists of retail sale of bottled water, carbonates, concentrates, functional drinks, juices, RTD tea and coffee, and smoothies. However, the total market volume for soft drinks market excludes the concentrates category. The market is valued according to retail selling price (RSP) and includes any applicable taxes. Any currency conversions used in the creation of this report have been calculated using constant 2012 annual average exchange 19
  • 20. rates. The Indian soft drinks market generated total revenues of $3.8 billion in 2012, representing a compound annual growth rate (CAGR) of 11% for the period spanning 2009-2012. Producers: North America: The Coca-Cola Company Dr. Pepper Snapple Group PepsiCo South America: Ajegroup: (Peruvian origin, operates in 14 countries, now headquartered in Mexico), producers of Big Cola, Cielo (mineral water), Cifrut (fruit juice), Free Tea, Free World Light (referred to locally as Free Light), Kola Real, Oro, Pulp (nectar), Sporade (sports drink) and Volt (energy drink) AmBev: (Brazil, operates in 14 countries, owned by Anheuser-Busch InBev), the largest bottler of Pepsi Cola products outside the United States, also produces Guarana Antarctica, Soda Limonada, Sukita, H2OH! and Guara! Corporación José R. Lindley S.A: (Peru), producers of Aquarius (flavored water), Burn (energy drink), Coca-Cola, Crush, Fanta, Frugos (nectar), Inca Kola, Kola Inglesa, Powerade (energy drink), San Luis (mineral water) and Sprite Embotelladora Don Jorge S.A.C: (Peru), producers of Agua Vida (mineral water), Click(fruit drink), Isaac Kola and Perú Cola EmbotelladoraLatinoamericana S.A. (ELSA): (Colombia), producers of Cyro, Liv (mineral water), RC Cola and Ship PepsicoIncSucursal Del Peru: (Peru), producers of Pepsi Cola, Seven Up, Triple Kola, Concordia, San Carlos (mineral water), Evervess, Gatorade (sports drink) and Adrenalina Rush (energy drink) 20
  • 21. Europe: Perrier Jupiler Africa: HamoudBoualem founded in 1878 in Algiers, exports its products to Europe and Canada. Ifri. another Algerian company based in Bejaia. India: Appy Fizz by Parle Agua Blue (Natural Mineral Water By LR Beverages PvtLttd) Banta (lemon-flavoured soft drink Bovonto (grape soda produced by Kali Mark) Campa Cola (popular Indian soda introduced in 1977) Cloud 9 (energy drink) Frooti (mango-flavoured drink from Parle Agro) Frams (Local drink from Pune) Gold Spot Grappo Fizz Ganga (Local drink of Haryana) Guptas (8 flavoureds soft drinks introduced in 1947) Juicila (Powdered Soft Drink Concentrate available in Orange, Mango, Lemon, Cola, Masala, Jaljira ) Limca (lemon-lime soda) LMN (lemon drink produced by Parle Agro) Kalimark Duke's Mangola (mango drink from Dukes bought by PepsiCo) Duke's Lemonade 21
  • 22. Maaza (mango drink from Parle bought by Coca-Cola) Rasna (powdered soft drink) Real (fruite juice from Dabur) Red bull (energy drink) Thums Up (Cola drink from parleargo then bought by coca cola) 777 (soft drink) (Panner,Cola,Orange,Lemon,Clear Lemon Lime,Mango) Soft drinks time line: 1798 The term "soda water" first coined. 1810 First U.S. patent issued for the manufacture of imitation mineral waters. 1819 The "soda fountain" patented by Samuel Fahnestock. 1835 The first bottled soda water in the U.S. 1851 Ginger ale created in Ireland. 1861 The term "pop" first coined. 1874 The first ice-cream soda sold. 1876 Root beer mass produced for public sale. 1881 The first cola-flavored beverage introduced. 1885 Charles Aderton invented "Dr Pepper" in Waco, Texas. 1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia. 1892 William Painter invented the crown bottle cap. 1898 "Pepsi-Cola" is invented by Caleb Bradham. 1899 The first patent issued for a glass blowing machine, used to produce glass bottles. 1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles. 1919 The American Bottlers of Carbonated Beverages formed. 1920 The U.S. Census reported that more than 5,000 bottlers now exist. Early 1920's The first automatic vending machines dispensed sodas into cups. 1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime Sodas" later called "7 Up". Invented by Charles LeiperGrigg. 22
  • 23. 1957 The first aluminum cans used. 1959 The first diet cola sold. 1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh, PA. The pull-ring tab was invented by Alcoa. 1963 The Schlitz Brewing company introduced the "Pop Top" beer can to the nation in March, invented by ErmalFraze of Kettering, Ohio. 1965 Soft drinks in cans dispensed from vending machines. 1965 The reseal abletop invented. 1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink Association. 1970 Plastic bottles are used for soft drinks. 1973 The PET (Polyethylene Terephthalate) bottle created. 1974 The stay-on tab invented. Introduced by the Falls City Brewing Company of Louisville, KY. 1979 Mello Yello soft drink is introduced by the Coca Cola company as competition against Mountain Dew. 1981 The "talking" vending machine invented. 23
  • 24. Beverage Industry: The beverage industry is a shifting landscape as volume leading categories such as soft drinks continue to lose volume versus prior year while functioning and health and wellness oriented categories enjoy strong volume growth. Functional beverages continue to be the hottest segment in beverage.Market research firm Zenith International estimates global per capita consumption of functional beverages will increase 25% from 2010 to 2013, roughly from 5.5 liters per person to 6.9 liters. Industry giants Coca Cola (www.coke.com) and Pepsi (www.pepsico.com) continue to diversify their portfolios, as evidenced with Coke’s acquisitions involving Glaceau’s vitamin water (www.glaceau.com), Fuze (www.drinkfuze.com) and its recent investment in Zico coconut water (www.zico.com). The beverage industry refers to the industry that produces drinks. Beverage production can vary greatly depending on which beverage is being made. The website ManufacturingDrinks.com explains that, "bottling facilities differ in the types of bottling lines they operate and the types of products they can run". Other bits of required information include the knowledge of if said beverage is canned or bottled, hot-fill or cold-fill, and natural or conventional. Innovations in the beverage industry, catalyzed by requests for non-alcoholic beverages, include: beverage plants, beverage processing, and beverage packing. Beverage Production: Beverage production can be a complicated process if you are new to the industry. Bottling facilities differ in the types of bottling lines they operate and the types of products they can run: cans vs bottles, hot-fills vs cold-fill, natural vs conventional etc. It is critical to understand the requirements of your beverage brand before you begin the production process. Demand for non-alcoholic beverages has been the catalyst for innovations in drink production in recent years, including beverage plants, beverage processing and beverage packing. No two beverage plants are alike. The beverage process each beverage production facility specializes in can vary greatly as can the beverage packing equipment available. There are many 24
  • 25. types of beverage processing equipment, some of the capabilities you may need to consider given the requirements of your brand include: Cold Fill Hot Fill Carbonation Aseptic or tetra pack Tunnel Pasteurization Other key considerations are the contract manufacturing fees charged by the beverage production company to run your product and the geographic location of the facility. If you wish to distribute your brand in the Northeast but the only facility that can run your product is located in Southern California, then you need to account for the freight expense of raw materials as well as finishes product. Beverage Industry in India: The food processing industry in India has a total turnover of around USD 65 billion which includes value added products of around USD 20.6 billion. The beverage industry in India constitutes of around USD 230 million among the USD 65 billion food processing industry. The major sectors in beverage industry in India are tea and coffee which are not only sold heavily in the domestic market but are also exported to a range of leading overseas markets. Half of the tea and coffee products are available in unpacked or loose form. Among the hot beverages manufactured in India, tea is the most dominant beverage that is ruling both the domestic and international market even today. The taste factor in tea varies according to the taste of individuals in different countries and the beverage companies in India manufacture the products in accordance with the taste of the individuals. For example, the inhabitants in the southern parts of India prefer dust tea whereas the inhabitants in the western part of India prefer loose tea. The Southern India also prefers coffee a lot. The production capacity of the total packaged coffee market is 19,600 tones which is 25
  • 26. approximately a USD 87 million market. The soft drink market such as carbonated beverages and juices constitutes around USD 1 billion producing 284 million crates per year. In the peak season, the consumption capacity reaches 25 million creates per month and during off season the same goes down to 15 million crates in a month. Pepsi and Coca cola are the two leading brands in the Indian market. The mineral water market in India is a USD 50 million industry and produces 65 million crates. Around 4.9 million crates is usually consumed each month but it rises to 5.2 million crates in the peak season. 26
  • 27. 1.2 Company Profile: Coca Cola was founded in the year 1886. In India its headquarters in Haryana. Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. In India their CEO was Atul Singh. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.7 million retailers. Today, our brands are the leading brands in most beverage segments. Hindustan Coca-Cola Beverages Private Ltd has thirteen authorized bottling partners of the Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of the Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages. These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India. The Coca-Cola system in India directly employs over 25,000 people including those on contract. As a Company, our products are an integral part of the micro economy particularly in small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India is amongst the largest domestic buyers of certain agricultural products. As an industry which has strong backward and forward linkages, our operations catalysis growth in demand for products like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. The Coca-Cola Company has always placed high value on good citizenship. Our basic proposition entails that our Company's business should refresh the market; enrich the workplace; protect and preserve the environment; and strengthen the community. We have used our distribution network for disaster relief, our marketing prowess to raise awareness on issues such as PET recycling, and our presence in communities to improve access to education and potable water. Their main competitor is Pepsi Co. 27
  • 28. 1.3 Product Profile: Coca Cola: It was launched in the year 1886. It is the flagship brand of the largest manufacturer, marketer and distributor of nonalcoholic beverages in the world. Variety: Cans: 330ml RGB: 200ml, 300ml, PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml Fountain glass: Various sizes Diet coke: Diet coke contains plenty of taste but no calories. Diet coke is also known as Coke light in some countries. It was launched in 1982 in America has become the third largest soft drink. Variety: PET: 600ml Can: 300ml, 330ml Thums Up: Originally introduced in 1977. Thums Up was acquired by the Coca Coal company in 1993. Variety: Cans: 300ml, 330ml RGB: 200ml, 300ml, 330ml PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml 28
  • 29. Sprite: Since its inception is 1999, Sprite has not only established itself as a brand which successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban and straight forward style, but has also achieved status of an undisputed youth 'badge' brand. Today Sprite is the most preferred and fastest growing soft drink in India and has become the second largest soft drink in 2009, aiming for the No.1 spot. Variety: Cans: 300ml, 330ml RGB: 200ml, 300ml, 330ml PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml Fountain glass: Various sizes Fanta: Fanta entered the Indian market in the year 1993. Perceived as a fun youth brand. Fanta stands for its vibrant color, tempting taste and tingling bubbles. Variety: Cans: 300ml, 330ml RGB: 200ml, 300ml, 330ml PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml Fountain glass: Various sizes Limca: It was launched in1971;Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite combined with the single minded proposition of the brand as the provider of "Freshess". 29
  • 30. Variety: Cans: 300ml, 330ml RGB: 200ml, 300ml, 330ml PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml Fountain glass: Various sizes Maaza: It was introduced in the year 1970. Universally loved for its taste, color, thickness and wholesome properties. Maaza is the mango lover’s first choice. In India introduced in 1976. Variety: RGB: 200ml, 250ml PET: 600ml, 1.2lt Pocket pack: 200ml Minute maid Pulpy Orange: The history of the Minute Maid brand goes as far back as 1945 when the Florida Food Corporation developed orange juice powder. They branded it Minute Maid, a name connoting the convenience and the ease of preparation (In a minute).Launched in 2009. Variety: PET: 400ml, 1lt, 1.25lt 30
  • 31. Minute maid Nimbu Fresh: It was launched first in South of India in January 2010. Minute Maid Nimbu Fresh started refreshing the whole India by April 2010. Variety: PET: 400ml RGB: 200ml Tetrapack: 200ml Burn: Burn is the Coca cola Company’s most successful energy drink brand. Successful world over sold in over 80 countries across the world. Launched in North Europe in the year 2000 and it has expanded to over 80 countries over a short 10 year period. Variety: Can: 300ml Kinley Water: Kinley water comes with the assurance of safety from The Coca-Cola Company. That is why we introduced Kinley with reverse osmosis along with the latest technology to ensure purity of our product. Because we believe that right to pure, safe drinking water is fundamental. Variety: PET: 500ml, 1000ml, 2lt, 20lt, 25lt 31
  • 32. Kinley Soda: Launched in 2002 Kinley soda today no:1 national soda brand. Variety: PET: 500ml Schweppes: Schweppes was launched in India in 1999 after the international take over of the brand from cadburyschweppes. Variety: Bitter Lemon: (Glass bottle 250ml) Tonic Water: (Glass bottle 250ml) Ginger Ale: (Glass bottle 250ml) Soda Water: (Glass bottle 250ml) Georgia Gold: Introduced in 2004, Georgia Gold range of tea and coffee beverages is the perfect solution for your office and restaurant needs. Variety: Hot beverages: Coffee, Tea, Hot chocolate. Available in 90-150ml. Cold beverages: Lemon Iced tea, Peach Iced tea, Cold coffee. Available in 200-400ml. 32
  • 33. Bottlers: In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors. One notable exception to this general relationship between TCCC and bottlers is fountain syrups in the United States, where TCCC bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some fountain retailers. In 2005, The Coca-Cola Company had equity positions in 51 unconsolidated bottling, canning and distribution operations which produced approximately 58% of volume. Significant investees include: 36% of Coca-Cola Enterprises which produces (by population) for 78% of USA, 98% of Canada and 100% of Great Britain (but not Northern Ireland), continental France and the Netherlands, Luxembourg, Belgium and Monaco. 33
  • 34. Logo design: The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885.It was Robinson who came up with the name, and he also chose the logo’s distinctive cursive script. The typeface used, known as Spenserian script, was developed in the mid-19th century and was the dominant form of formal handwriting in the United States during that period. Robinson also played a significant role in early Coca-Cola advertising. His promotional suggestions to Pemberton included giving away thousands of free drink coupons and plastering the city of Atlanta with publicity banners and streetcar signs. 34
  • 35. 1.4 Project Profile: Company felt the need to understand consumers’ buying pattern such as: occasions, quantity, place of purchase and their perception related to taste, price, promotion, celebrities’ endorsement. The project was aimed at providing insights on all of these related to Coca Cola brands. 1.5Research Objectives: 1. To determine the factors influencing consumers’ choice of soft drinks products and brands. 2. To identify the customers’ buying pattern related to Coca Cola products 3. To determine the consumers’ perception on the taste, price, advertisements and celebrity endorsements related to Coca Cola and its sub-brands 35
  • 36. REVIEW OF LITERATURE 36
  • 37. 2.1 Conceptual Definition: Consumer Behavior: Consumer behavior is defined as the behavior that consumerdisplay in searching for purchasing, using, evaluating and disposing ofproduct and services that they expect will satisfy their needs. Consumerbehavior focuses on how individuals make decisions to spend theiravailable resources (time, money, effort) on consumption related items.This includes what they buy, why they buy it, when they buy it, wherethey buy it, how often they buy it, how often they use it, how theyevaluate it after the purchase and the impact of such evaluation onfuture, and how they dispose of it.In another words, consumer behavior can be define as the behavior ofindividuals in regards to acquiring, using, and disposing of products, services, ideas or experiences. Consumer behavior also includes theacquisition and use of information. Thus, communication withconsumers and receiving feedback for them is a crucial part of consumer behavior which is of great interest to marketers.(Kent Huffman 2007) Customers and Consumers: The term “customer” it typically used to refer to someone who regularlypurchases from a particular store or company. Thus, a person who shopsat we use Shopping Mail or who uses Texaco gasoline is viewed as acustomer of these firms. The term “Consumer” more generally refers toanyone engaging in any of the activities used in our definition ofconsumer behavior. Therefore, a customer is defined in terms of aspecific firm while a consumer is not. The traditional viewpoint has been to define consumers strictly in termsof economic goods and services. This position holds that consumers arepotential purchasers of products and services offered for sale.(Jennifer Aaker 1998) 37
  • 38. Marketing Strategy: Marketing strategy is conceptually very simple. It begins with ananalysis of the target market which includes company, conditions,competitors, and consumers. Next, Market segmentation: This involvesidentifying product-related need sets, grouping customers with similarneed sets, describing each group and selecting an attractive segment toserve.The marketing mix includes the product, price,communications, distribution, and services provided to the targetmarket. The final stage Outcomes involves analysis of firm’s productposition and customer satisfaction resulting from implementation of thestrategy.(Tanner Okun1990) Brand preference: Brand preferences represent a fundamental step in understanding consumer choices. A deeper understanding of such preference dynamics can help marketing mangers’better design marketing program and build a long term relationship with consumers. Despite the existence of some studies investigating how brand preference is built and changed, most of them focus on examining factors from consumer behavior perspective or advertising perspective. (Schmitt 1999) Customer satisfaction: Customers are always aiming to get maximum satisfaction from the products or services that they buy. Winning in today’s marketplace entails the need to build customer relationship and not just building the products; building customer relationship means delivering superior value over competitors to the target customers. Whether an organization provides quality services or not will depend on the customers’ feedback on the satisfaction they get from consuming the products, since higher levels of quality lead to higher levels of customer satisfaction (Kotler& Keller. 2009) 38
  • 39. Advertisement effectiveness: Advertising effectiveness pertains to how well a company's advertising accomplishes the intended. Small companies use many different statistics or metrics to measure their advertising effectiveness. These measurements can be used for all types of advertising, including television, radio, direct mail, Internet and even billboard advertising. A company's advertising effectiveness usually increases over time with many messages or exposures. But certain advertising objectives can be realized almost immediately. (Rick Suttle 2009) Brand awareness: Brand awareness is a Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.(Aaker1999) Celebrity endorsement: Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics cannot be observed, it can be said that within a corresponding social group celebrities generally differ from the social norm and enjoy a high degree of public awareness. Last but not least, celebrities act as spokespeople in advertising to promote products and services (Friedman 1995) 39
  • 40. 2.2 Literature Review: Brand preference in soft drinkssector: William R. George (1999) revealspurpose of study of factors responsible for brand preference in soft drink industry, increasing competition more, due to globalization is motivating many companies to base their strategies almost entirely on building brands. Brand preference means to compare the different brands and opt for the most preferred brand. This brand preference is influenced by various factors.In the identification of factors affecting the brand preference, it was concluded that Brand persona is the most effective factor that affects the brand preference. This Brand persona deals with the personality aspects or the external attributes of brand, thus it can be said that consumer prefer any brand by looking at the external attributes of a brand. Colour and flavour rule consumer preferences: Donnelly (1995) said intensity of colour and the flavours are the key drivers behind consumer acceptance of soft drinks. But packaging and labelling are not as important for winning over consumers, according to findings published in the journal Food Quality and Preference, The study involved consumers at different stages of development and highlights the importance of adopting a “sensory marketing approach,” said the researchers from French research organisation Adriant, the University of Rennes. “Companies need to continuously innovate to maintain market leadership,” wrote the researchers. “When the market is overloaded the challenge consists in creating innovative products able to attract and satisfy consumers.”“This experiment showed the feasibility of the proposed multi-sensory design method based on mixed qualitative and quantitative approaches.” The study also demonstrates the importance of flavour and colour selection for new products. The global flavours market was been valued at some US$18bn in 2006 (Business Insights). Meanwhile, the value of the international colourings market was estimated at around $1.15bn in 2010, up 2.5% from $1.07bn in 2007, according to Leatherhead Food International (LFI). Natural colours now make up 31 per cent of the colourings market, compared with 40 per cent for synthetics, according to LFI. 40
  • 41. Sense of consumers: Stephen Daniells (2008) said these four factors were identified for the formulation: four colour intensities), three flavourings, two label types (soft versus hard), and two pack sizes (standard versus oversize). By using both quantitative (hedonic testing) and qualitative (focus groups) approaches, the researchers found that “the main factors which drive consumer preference for this concept are colour intensity and flavouring”. Indeed, colour intensity accounted for 43% and flavour 32% of the consumers’ overall liking. “Pack size and label type are taken into account by the consumer to a lesser extent,” they added. “This methodology of a qualitative screening associated to a conjoint analysis on relevant sensory attributes has shown good performances to fit consumers’ expectation: it has now to be reproduced, as every brand, concept and product is a unique combination designed for a specific consumer group,” concluded the researchers. Taste or health: Beverly J. Tepper (1998) examined the relative contributions of taste and health considerations on consumer liking and purchase intent of cola drinks. Eight types of commercial cola drinks were evaluated by 305 adult consumers who also completed a brief questionnaire on soft drink consumption habits. Data were analyzed using factor analysis. Results revealed that purchase intent of cola drinks was strongly related to degree of liking and to several key sensory attributes including saltiness, drinks flavor and greasiness. These variables emerged as the first factor in the analysis, suggesting that consumers perceive these characteristics as being most important in their choice of cola drinks. Second described a health dimension and was related to respondents' attitudes toward fat in the diet. Third factor comprised two remaining sensory attributes (color and crunchiness), which apparently were of minor importance to the respondents. These data suggest that in spite of current concern about reducing dietary fat, health remains secondary to taste in the selection of cola drinks for consumers in this population. 41
  • 42. Consumer awareness and consumption pattern of soft drink product: MitaSujan (1990) aimed to investigate the degree of brand awareness of various soft drink products in relation to background and education of the household, the consumption pattern of various soft drink products consumed by respondents in the light of their areas, income levels and education. a sample of200 respondents comprising 100 form rural area and 100 from urban area were taken. Data are analyzed with the help of mean. The finding of this study reveals that there is low degree of brand awareness in rural areas, whereas there is a moderate degree of brand awareness in urban area. The highly educated rural and urban respondents have high degree of brand awareness for soft drink products, and the less educated rural and urban respondents have low degree of brand awareness for soft drink products. 42
  • 43. RESEARCH METHODOLOGY 43
  • 44. 3. Research Methodology: The preparation of the report included extensive study of the organization and market research, which was the primary source of the report.I have collected information from consumers by preparing questionnaire. 3.1Research design: Descriptive research design: Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way. The importance of descriptive research is:  To describe characteristics of a population or a phenomenon.  To determine the answers to who, what, when, where and how questions.  To analyze the segment and target markets. Research Design Descriptive research Research Method Survey method Research Instrument Structured questionnaire Sample size 150 Sample area Chennai Sampling method Non-Probability/Convenience Sampling Statistical package SPSS Analytical tool Percentage analysis, Mean, Garrett Ranking 44
  • 45. 3.2Sampling Design: Sample denotes only a part of the universe/ population. The sample represents the population and is having the same characterizing as the population. Sampling method: This type of sampling technique gives no assurance that every element has some specific change of being included. It is clear that for the non-probability samples, there is no way of calculating the margin of error and the confidence level. 3.3Data collection design: A marketing researcher has to make a plan for collecting data which may be primary data, secondary data or both. Primary data: The primary data was obtained by administering survey method, guided by questionnaire to the consumers. The following type of questions, were asked in the questionnaire 1. Rank questions. 2. Multiple choice questions. Secondary data: The secondary data are collected through various sources like 1. Secondary data are collected through internet related to company, competitors etc. 2. Review of articles being published on the topic in various magazines and newspapers 45
  • 46. Questionnaire: The best way to collect data is to personally administer the questionnaires. The advantage of this method is, the data can be collected from the respondent within short period of time. Any doubts that the respondent might have on any questions could be clarified on the spot. 3.4Analysis design: The study has various satisfied tools for the analysis of data. They are percentage analysis and cross tabulation. Percentage analysis: Percentage analysis is used for the purpose of study which is most suitable for questionnaire based on the objective. Percentage analysis is often used in data presentation for them simply numbers, reducing all of them 0 to 100 ranges. The data are reduced in the standard form with base equal to 100 which fact facilitates relative comparison. The formula used here is Number of responses Percentage analysis= ------------------------------------------ * 100 Total no. of respondents Mean: Mean in which each item being averaged is multiplied by a number (weight) based on the item’s relative importance. The result is summed and the total is divided by the sum of the weights. Weighted averages are used extensively in descriptive statistical analysis such as index numbers. w1x1+w2x2+-----+wnxn Weighted average mean = ----------------------------------N 46
  • 47. Garrett ranking: 100(R-0.5) Percentage position=-------------N Respondents were asked to rank the brands of soft drinks. Their ranks were converted into percentile score as follows: P= Percentile position R= Rank N= Number of items For percentile the score values are obtained from Garrett’s table score values are multiplied with frequency. Then the following table has been constructed. 3.5 Limitations: Due to time constraint only a reasonable sample size taken and analyzed. Still a larger sample size could increase the accuracy in the result. The area of study is limited to CHENNAI only. Hence the results may not be true for other geographical areas. Quality of information highly dependent on the knowledge of the respondents. 47
  • 48. ANALYSIS AND INTERPRETATION 48
  • 49. 4.Analysis and Interpretation: Analysis: Analysis means a critical examination of the assembled and grouped data for studying the characteristics of the object under study and it refers to methodical classification of the data give in the tables. Interpretation: The term interpretation means explaining the meaning and significance of the arranged data. It is the study of relationship between the various factors. It is being considered as a basic component of research process because of the following reasons. It is through interpretation that the researcher can well understand the abstract principle that works beneath his/her findings, through this he/she can link up the same abstract with those of other studies, having the same abstract principles and thereby can predict about the concrete world of experts, fresh inquiries can test their predictions later on, this way the continuing in research can be maintained. Interpretation leads to the establishment of explanatory concepts that can serve as a guide for future research studies, it opens new avenues of intellectual adventure and stimulates the quest for some knowledge. Researcher can better appreciate only through interpretation what his/her findings are, why they are and not make other to understand the real significance of his/her research findings. 49
  • 50. Analysis of Data: 4.1 Reason for shopping Table 4.1 S. No 1 2 3 Opinion Monthly purchase Weekly purchase Daily purchase Total No. of Respondents 71 72 7 150 Percentage 47.3 48 4.7 100 Interpretation: Majority of the respondents (48%) are doing weekly purchase, 47.3% of respondents are doing monthly purchase and least (4.7%) are doing daily purchase. Chart 4.1 Reason for shopping 60% 50% 47.3% 48% 40% 30% 20% 10% 4.7% 0% Monthly purchase Weekly Purchase 50 Daily purchase
  • 51. 4.2 Nature of Purchase Table 4.2 S.No 1 2 Opinion Planned purchase Impulse purchase Total No. of Respondents 133 17 150 Percentage 88.7 11.3 100 Interpretation: Majority of the respondents (88.7%) are doing planned purchase, 11.3% of respondents are doing impulse purchase. Chart 4.2 Nature of purchase 11.3% Planned purchase Impulse purchase 88.7% 51
  • 52. 4.3 Use of Soft drinks Table 4.3 S. No 1 2 Opinion Family use Personal use Total No. of Respondents 133 17 150 Percentage 88.7 11.3 100 Interpretation: Majority of the respondents (88.7%) buy soft drinks for family use, 11.3% of the respondents buy for parties. Chart 4.3 Use of Soft drinks 11.3% Parties 88.7% Family use 0% 20% 40% 52 60% 80% 100%
  • 53. 4.4 Consumption of Soft drinks Table 4.4 S. No 1 2 Opinion Cola drinks Mango drinks Total No of Respondents 106 100 206 Interpretation: Majority of the respondents (106) are buying Cola drinks, 100 respondents are buying Mango drinks. Chart 4.4 Consumption of soft drinks 107 106 105 104 103 102 101 106 100 100 99 98 97 Cola drinks Mango drinks 53
  • 54. 4.5 Influence on purchase Table 4.5 S. No 1 2 3 Opinion Brand Taste Offer Total No of Respondents 13 79 58 150 Percentage 8.7 52.7 38.6 100 Interpretation: Majority of the respondents (52.7%) are looking taste, 38.6% of respondents are looking offer and the least (8.7%) are looking brand. Chart 4.5 Influence on purchase 60% 52.7% 50% 38.6% 40% 30% 20% 10% 8.7% 0% Brand Taste 54 Offer
  • 55. 4.6 Brand preference 4.6.1 Cola drinks Table 4.6.1 S. No 1 2 3 4 Opinion Coca cola Thums Up 7up Pepsi Mean values 3.73 1.13 1.88 3.28 Interpretation: Majority of the respondents (3.73) are prefer Coca cola, 3.28 respondents are prefer Pepsi, 1.88 of respondents are prefer 7up and least (1.13) are prefer Thums Up. Chart 4.6.1 4 3.73 3.28 3.5 3 2.5 1.88 2 Preference of Cola drinks 1.5 1.13 1 0.5 0 Coca Cola Thums Up 7up 55 Pepsi
  • 56. 4.6.2 Mango drinks Table 4.6.2 S. No 1 2 3 4 5 Opinion Maaza Slice Frooti Maa Mangola Mean values 4.4 4.53 3.01 2.01 1.05 Interpretation: Majority of the respondents (4.53) are prefer Slice, 4.40 respondents are prefer Maaza, 3.01 of respondents are prefer Frooti, 2.01 of respondents ate prefer Maanad least (1.05) prefer Mangola. Chart 4.6.2 5 4.5 4.4 4.53 4 3.5 3.01 3 2.5 Prefernces of Mango drinks 2.01 2 1.5 1.05 1 0.5 0 Maaza Slice Frooti Maa Mangola 4.7: Perception on Taste 56
  • 57. 4.7.1 Coca Cola Table 4.7.1 S. No 1 2 Opinion Very good Good Total No of Respondents 85 65 150 Percentage 56.7 43.3 100 Interpretation: Majority of the respondents (56.6%) are saying Very good for the taste of Coca Cola, 42.7% are saying good. Chart 4.7.1 Coca Cola 60% 56.7% 50% 43.3% 40% 30% 20% 10% 0% Very good Good 4.7.2 Perception on Taste- Fanta 57
  • 58. Table 4.7.2 S. No 1 2 3 Opinion Very good Good Neutral Total No of Respondents 64 84 2 150 Percentage 42.7 56 1.3 100 Interpretation: Majority of the respondents (56%) are saying Good for the taste of Fanta, 42.7% are saying Very good and least (1.3%) are saying Neutral. Chart 4.7.2 60% 56% 50% 42.7% 40% 30% Fanta 20% 10% 1.3% 0% Very good Good Neutral 4.7.3 Perception on Taste- Sprite 58
  • 59. Table 4.7.3 S. No 1 2 3 Opinion Very good Good Neutral Total No of Respondents 27 102 21 150 Percentage 18 68 14 100 Interpretation: Majority of the respondents (68%) are saying Good for the taste of Sprite, 18% are saying Very good and least (14%) are saying Neutral. Chart 4.7.3 Sprite 80% 68% 70% 60% 50% 40% 30% 20% 18% 14% 10% 0% Very good Good 4.7.4 Perception on Taste- Thums Up 59 Neutral
  • 60. Table 4.7.4 S. No 1 2 3 4 Opinion Very good Good Neutral Bad Total No of Respondents 2 46 99 3 150 Percentage 1.3 30.7 66 2 100 Interpretation: Majority of the respondents (66%) are saying Neutral for the taste of Thums Up, 30.7% are saying Good, 2% are saying Bad and least (1.3%) are saying Very good. Chart 4.7.4 66% 70% 60% 50% 40% 30.7% Thumsup 30% 20% 10% 2% 1.3% 0% Very good Good Neutral 4.7.5 Perception on Taste- Limca 60 Bad
  • 61. Table 4.7.5 S. No 1 2 3 4 Opinion Very good Good Neutral Bad Total No of Respondents 3 33 107 7 150 Percentage 2 22 71 5 100 Interpretation: Majority of the respondents (71.%) are saying Neutral for the taste ofLimca, 22% are saying Good, 5% are saying Bad and least (2%) are saying Very good. Chart 4.7.5 80% 71% 70% 60% 50% 40% Limca 30% 22% 20% 10% 5% 2% 0% Very good Good Neutral 61 Bad
  • 62. 4.7.6 Perception on Taste - Minute maid pulpy orange Table 4.7.6 S. No 1 2 3 4 Opinion Very good Good Neutral Bad Total No of Respondents 4 15 45 86 150 Percentage 2.7 10 30 57.3 100 Interpretation: Majority of the respondents (57.3%) are saying Bad for the taste of Minute maid pulpy orange, 30% are saying Neutral, 10% are saying Good and least (2.7%) are saying Very good. Chart 4.7.6 Minute maid pulpy orange 70% 57.3% 60% 50% 40% 30% 30% 20% 10% 10% 2.7% 0% Very good Good 62 Neutral Bad
  • 63. 4.7.7 Perception on Taste- Minute maid mixed fruit Table 4.7.7 S. No 1 2 3 4 Opinion Good Neutral Bad Very bad Total No of Respondents 4 20 105 21 150 Percentage 2.7 13.3 70 14 100 Interpretation: Majority of the respondents (70%) are saying Bad for the taste of Minute maid mixed fruit, 14% are saying Very bad, 13.3% are saying Neutral and least (2.7%) are saying Good. Chart 4.7.7 Minute maid mixed fruit 80% 70% 70% 60% 50% 40% 30% 20% 10% 14% 13.3% 2.7% 0% Good Neutral 63 Bad Very bad
  • 64. 4.7.8 Perception on Taste –Maaza Table 4.7.8 S. No 1 2 3 Opinion Very good Good Neutral Total No of Respondents 128 20 2 150 Percentage 85.3 13.3 1.3 100 Interpretation: Majority of the respondents (85.3%) are saying Very good for the taste of Maaza, 13.3% are saying Good and least (1.3%) are saying Neutral. Chart 4.7.8 90% 85.3% 80% 70% 60% 50% 40% Maaza 30% 20% 13.3% 10% 1.3% 0% Very good Good 64 Neutral
  • 65. 4.7.9 Perception on taste of Coca Cola brands- A comparison Table 4.7.9 S. No 1 2 3 4 5 6 7 8 Opinion Coca Cola Fanta Sprite Thums Up Limca Minute maid pulpy orange Minute maid mixed fruit Maaza Mean values 4.55 4.41 4.04 3.30 3.18 2.55 2.06 4.84 Chart 4.7.9 Consolidated chart for all sub brands of Coca cola for taste 4.84 Maaza 2.06 Minute maid mixed fruit 2.55 Minute maid pulpy orange Limca 3.18 Thums Up 3.3 4.04 Sprite 4.41 Fanta 4.55 Coca Cola 0 1 65 2 3 4 5 6
  • 66. 4.8 Buying pattern Table 4.8 S. No 1 2 3 4 Opinion Festivals Parties Offers No specific reason Total No of Respondents 2 16 129 3 150 Percentage 1.3 10.7 86 2 100 Interpretation: Majority of the respondents (86%) buy soft drinks at the time of Offers, 10.7% at the time of Parties, 2% of the respondents are saying no specific reason for buying soft drinks and least (1.3%) at the time of Festivals. Chart 4.8 Buying pattern 100% 86% 90% 80% 70% 60% 50% 40% 30% 20% 10% 10.7% 2% 1.3% 0% Festivals Patries 66 Offers No specific reason
  • 67. 4.9 Quantity purchased Table 4.9 S. No 1 2 3 Opinion Below 5 litres 5-10 litres 11-15 litres Total No of Respondents 104 44 2 150 Percentage 69.4 29.3 1.3 100 Interpretation: Majority of the respondents (69.4%) buy below 5litres, 29.3% buy 5-10litres and least (1.3%) buy 11-15litres. Chart 4.9 Quantity purchased 1.3% 11-15 litres 29.3% 5-10 litres 69.4% Below 5 litres 0% 10% 20% 30% 67 40% 50% 60% 70% 80%
  • 68. 4.10Place of purchase Table 4.10 S. No 1 2 Opinion Super markets Retail shops Total No of Respondents 141 9 150 Percentage 94 6 100 Interpretation: Majority of the respondents (94%) buy soft drinks at Super markets and 6% at Retail shops. Chart 4.10 Place of purchase 6% Super markets Retail shops 94% 68
  • 69. 4.11: Influence on the preference of Coca Cola products 4.11.1 Coca Cola Table 4.11.1 Rank 1 2 3 4 5 Total Score X 75 60 50 40 25 1 75 - 9 450 98 3920 42 1050 5495 - 10 600 128 6400 9 360 3 75 7435 - 64 3840 5 250 26 1040 55 1375 6505 1 75 76 4560 7 350 17 680 49 1225 6890 148 11100 1 60 1 50 - - Rank Taste F XF Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation: The majority of the respondents prefer Coca Cola by Circle of friends 69 V II IV III I 11210
  • 70. Influence on the preference of Coca Cola products- Coca Cola Chart 4.11.1 Coca Cola 11210 12000 10000 7435 8000 6000 6505 6890 5495 4000 2000 0 Taste Price Advertisement Brand name 70 Circle of friends
  • 71. 4.11.2 Fanta Table 4.11.2 Rank 1 2 3 4 5 Total Score X 75 60 50 40 25 - 2 120 26 1300 113 4520 9 225 2 150 90 5400 35 1750 20 800 3 75 8175 1 75 28 1680 35 1750 9 360 77 1925 5790 2 150 28 1680 55 2750 8 320 57 1425 6325 146 10950 1 60 - 1 40 2 50 11100 Rank Taste F XF Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation: The majority of the respondents prefer Fanta by Circle of friends. 71 IV 6165 II V III I
  • 72. Influence on the preference of Coca Cola products- Fanta Chart 4.11.2 Fanta 11100 12000 10000 8000 8175 6165 5790 6000 4000 2000 0 72 6325
  • 73. 4.11.3 Sprite Table 4.11.3 Rank 1 2 3 4 5 Total Score X 75 60 50 40 25 - 1 60 63 3150 81 3240 5 125 - 42 2520 60 3000 41 1640 7 175 7335 2 150 66 3960 17 850 14 560 51 1275 6795 2 150 40 2400 9 450 15 600 84 2100 5700 147 11025 1 60 1 50 - 1 25 11160 Rank Taste F XF Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation: The majority of the respondents prefer Sprite by Circle of friends. 73 IV 6575 II III V I
  • 74. Influence on the preference of Coca Cola products- Sprite Chart 4.11.3 Sprite 11160 12000 10000 8000 6575 7335 6795 5700 6000 4000 2000 0 Taste Price Advertisement Brand name 74 Circle of friends
  • 75. 4.11.4 Thums Up Table 4.11.4 Rank 1 2 3 4 5 Total Score X 75 60 50 40 25 - 15 900 130 6500 3 120 2 50 1 75 69 4140 15 750 61 2440 4 100 7505 2 150 31 1860 1 50 42 1680 74 1850 5590 2 150 32 1920 4 200 43 1720 69 1725 5715 147 11025 2 150 1 50 - - 11195 Rank Taste F XF Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation: The majority of the respondents preferThums Up by Circle of friends. 75 II 7570 III V IV I
  • 76. Influence on the preference of Coca Cola products- Thums Up Chart 4.11.4 Thums Up 11195 Circle of friends Brand name 5715 Advertisement 5590 Price 7505 Taste 7570 0 2000 4000 76 6000 8000 10000 12000
  • 77. 4.11.5 Limca Table 4.11.5 Rank 1 2 3 4 5 Total Rank Score X 75 60 50 40 25 - 17 1020 114 5700 17 680 2 50 7450 II - 55 3300 23 1150 60 2400 12 300 7150 1 75 30 1800 6 300 42 1680 71 1775 5630 2 150 44 2640 6 300 34 1360 64 1600 6050 148 11100 1 60 - - 1 25 Taste F XF Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation: The majority of the respondents preferLimca by Circle of friends. 77 III V IV I 11185
  • 78. Influence on the preference of Coca Cola products- Limca Chart 4.11.5 Limca 11185 12000 10000 8000 7450 7150 5630 6000 4000 2000 0 78 6050
  • 79. 4.11.6 Minute maid pulpy orange Table 4.11.6 Rank 1 2 3 4 5 Total Score X 75 60 50 40 25 F XF - 4 240 139 6950 2 80 5 125 7395 Price F XF 1 75 - 2 100 107 4280 40 1000 5455 Advertisement X XF 142 10650 4 240 4 200 - - 11090 5 375 136 8160 5 250 1 40 3 75 8900 2 150 5 300 - 41 1640 102 2550 Rank Taste Brand Name X XF Circle of friends X XF III IV II V 4640 Interpretation: The majority of the respondents prefer Minute maid pulpy orange influence of Advertisement. 79 I
  • 80. Influence on the preference of Coca Cola products- Minute maid pulpy orange Chart 4.11.6 Minute maid pulpy orange 11090 12000 10000 8000 8900 7395 5455 6000 4640 4000 2000 0 Taste Price Advertisement Brand name 80 Circle of friends
  • 81. 4.11.7 Minute maid mixed fruit Table 4.11.7 Rank 1 2 3 4 5 Total Score X 75 60 50 40 25 1 75 128 7680 16 800 3 120 2 50 1 75 1 60 5 250 50 2000 93 2325 4710 141 10575 3 180 3 150 3 120 - 11025 4 300 17 1020 124 6200 2 80 3 75 7675 3 225 4 240 - 90 3600 53 1325 5390 Rank Taste F XF Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation: The majority of the respondents prefer Minute maid mixed fruit for Advertisement. 81 II 8725 V I III IV
  • 82. Influence on the preference of Coca Cola products- Minute maid mixed fruit Chart 4.11.7 Minute maid mixed fruit 5390 Circle of friends 7675 Brand name 11025 Advertisement 4710 Price 8725 Taste 0 2000 4000 82 6000 8000 10000 12000
  • 83. 4.11.8 Maaza Table 4.11.8 Rank 1 2 3 4 5 Total Score X 75 60 50 40 25 - 1 60 2 100 56 2240 91 2275 4675 2 150 2 120 140 7000 6 240 - 7510 1 75 81 4860 5 250 39 1560 24 600 7345 2 150 62 3720 4 200 47 1880 35 875 6825 146 10950 3 180 - 1 40 - Rank Taste F XF Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation: The majority of the respondents preferMaaza by Circle of friends. 83 V II III IV I 11170
  • 84. Influence on the preference of Coca Cola products- Maaza Chart 4.11.8 Maaza 11170 12000 10000 7510 8000 6000 7345 4675 4000 2000 0 84 6825
  • 85. Influence on the preference of Coca cola products- A comparison Chart 4.11.9 12000 10000 8000 Taste 6000 Price 4000 Advertisement Brand name 2000 Circle of friends 0 Coca Cola Fanta Sprite Thums Up Limca 85 Minute Minute maid maid pulpy mixed orange fruit Maaza
  • 86. 4.12: Satisfaction on the price of Coca Cola products 4.12.1 Coca Cola Table 4.12.1 S. No 1 2 3 Opinion Highly satisfied Satisfied Neutral Total No of Respondents 85 62 3 150 Percentage 56.7 41.3 2 100 Interpretation: Majority of the respondents (56.7%) are Highly satisfied with the price of Coca cola, 41.3% are Satisfied and least (2%) are said Neutral with the price of Coca cola. Chart 4.12.1 Price of Coca cola 56.7% 60% 41.3% 50% 40% 30% 20% 2% 10% 0% Highly satisfied Satisfied 86 Neutral
  • 87. 4.12.2 Satisfaction on the price-Fanta Table 4.12.2 S. No 1 2 3 Opinion Highly satisfied Satisfied Neutral Total No of Respondents 66 80 4 150 Percentage 44 53 3 100 Interpretation: Majority of the respondents (53%) are Satisfied with the price of Fanta, 44% areHighly satisfied and least (3%) are said Neutral with the price of Fanta. Chart 4.12.2 60% 50% 53% 44% 40% 30% Price of Fanta 20% 10% 3% 0% Highly satisfied Satisfied 87 Neutral
  • 88. 4.12.3 Satisfaction on the price-Sprite Table 4.12.3 S. No 1 2 3 Opinion Highly satisfied Satisfied Neutral Total No of Respondents 21 103 26 150 Percentage 14 68.7 17.3 100 Interpretation: Majority of the respondents (68.7%) are Satisfied with the price of Sprite, 17.3% are said Neutral with the price of Sprite and least (14%) are Highly satisfied. Chart 4.12.3 80% 68.7% 70% 60% 50% 40% Price of sprite 30% 20% 17.3% 14% 10% 0% Highly satisfied Satisfied 88 Neutral
  • 89. 4.12.4 Satisfaction on the price-Thums Up Table 4.12.4 S. No 1 2 3 Opinion Highly satisfied Satisfied Dissatisfied Total No of Respondents 49 95 6 150 Percentage 32.7 63.3 4 100 Interpretation: Majority of the respondents (63.3%) are Satisfied with the price of Thums Up, 32.7% are Highly satisfied and least (4%) are Dissatisfied. Chart 4.12.4 Price of Thums Up 63.3% 70% 60% 50% 32.2% 40% 30% 4% 20% 10% 0% Highly satisfied Satisfied 89 Dissatisfied
  • 90. 4.12.5 Satisfaction on the price-Limca Table 4.12.5 S No 1 2 3 4 Opinion Highly satisfied Satisfied Neutral Dissatisfied Total No of Respondents 2 22 120 6 150 Percentage 1.3 14.7 80 4 100 Interpretation: Majority of the respondents (80%) are said Neutral with the price of Limca, 14.7% are Satisfied, 4% are Dissatisfied and least (1.3%) are Highly Satisfied. Chart 4.12.5 90% 80% 80% 70% 60% 50% 40% Price of Limca 30% 14.7% 20% 10% 4% 1.3% 0% Highly satisfied Satisfied Neutral 90 Dissatisfied
  • 91. 4.12.6 Satisfaction on the price-Minute maid pulpy orange Table 4.12.6 S No 1 2 3 4 5 Opinion Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total No of Respondents 23 42 29 54 2 150 Percentage 15.3 28 19.3 36 1.3 100 Interpretation: Majority of the respondents (36%) are Dissatisfied with the price of Minute maid pulpy orange, 28% are Satisfied, 19.3% are said neutral with the price of Minute maid pulpy orange, 15.3% are Highly satisfied and least (1.3%) are Highly dissatisfied. Chart 4.12.6 40% 36% 35% 28% 30% 25% 20% 19.3% 15.3% 15% 10% 1.3% 5% 0% Highly satisfied Satisfied Neutral 91 Dissatisfied Highly dissatisfied
  • 92. 4.12.7 Satisfaction on the price-Minute maid mixed fruit Table 4.12.7 S No 1 2 3 4 5 Opinion Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total No of Respondents 7 11 45 57 30 150 Percentage 4.7 7.3 30 38 20 100 Interpretation: Majority of the respondents (38%) are Dissatisfied with the price of Minute maid mixed fruit, 30% are said Neutral with the price of Minute maid mixed fruit, 20% are Highly dissatisfied, 7.3% are Satisfied and least (4,7%) are Highly satisfied. Chart 4.12.7 38% 40% 35% 30% 30% 25% 20% 20% 15% 10% 5% 4.7% Price of Minute maid mixed fruit 7.3% 0% 92
  • 93. 4.12.8 Satisfaction on the price-Maaza Table 4.12.8 S No 1 2 Opinion Highly satisfied Satisfied Total No of Respondents 121 29 150 Percentage 80.7 19.3 100 Interpretation: Majority of the respondents (80.7%) are Highly satisfied with the price of Maaza and 19.3% are Satisfied. Chart 4.12.8 Price of Maaza 80.7% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 19.3% Highly satisfied Satisfied 93
  • 94. 4.12.9 Satisfaction on the price of Coca Cola products- A comparison Table 4.12.9 S No 1 2 3 4 5 6 7 8 Opinion Coca Cola Fanta Sprite Thums Up Limca Minute maid pulpy orange Minute maid mixed fruit Maaza Mean values 4.54 4.40 3.96 4.24 3.12 3.20 2.38 4.80 Chart 4.12.9 4.8 Maaza 2.38 Minute maid mixed fruit Minute maid pulpy orange 3.2 Limca 3.12 4.24 Thums Up 3.96 Sprite 4.4 Fanta 4.54 Coca cola 0 0.5 1 94 1.5 2 2.5 3 3.5 4 4.5 5
  • 95. 4.13 Opinion on Coca Cola’s mass media advertisement Table 4.13 S No 1 2 3 Opinion Very good Good Neutral Total No of Respondents 54 92 4 150 Percentage 36 61.3 2.7 100 Interpretation: Majority of the respondents (61.3%) are said Good for the advertisement of Coca cola, 36% are said Very good and least (2.7%) said Neutral. Chart 4.13 Opinion on Coca-cola's advertisement 70% 61.3% 60% 50% 40% 36% 30% 20% 10% 2.7% 0% Very good Good 95 Neutral
  • 96. 4.14 The most attractive Cola drinks advertisement Table 4.14 S No 1 3 4 Opinion Coca cola Thums Up Pepsi Total No of Respondents 113 5 32 150 Percentage 75.3 3.3 21.4 100 Interpretation: Majority of the respondents (75.3%) are attracted by Coca cola advertisement, 21.3% are attracted by Pepsi advertisement and least(2%) are attracted by Thums Up advertisement Chart 4.14 Cola drinks advertisement 80% 75.3% 70% 60% 50% 40% 30% 21.4% 20% 10% 3.3% 0% Coca cola Thums Up 96 Pepsi
  • 97. 4.15 The most attractive Fruit drinks advertisement Table 4.15 S No 1 Opinion Minute maid pulpy orange Maaza Slice Frooti Total 2 3 4 No of Respondents 2 Percentage 1.3 32 114 2 150 21.3 76 1.3 100 Interpretation: Majority of the respondents (76%) are attracted by Slice advertisement, 21.3% are attracted by Maaza advertisement, 1.3% are attracted by Minute maid pulpy orange advertisement and 1.3% are attracted by Frooti advertisement. Chart 4.15 76% 80% 70% 60% 50% 40% 30% Friut drinks ad 21.3% 20% 10% 1.3% 1.3% 0% Minute maid pulpy orange Maaza Slice . 97 Frooti
  • 98. 4.16 Influence of advertisement in the purchase of Coca Cola products Table 4.16 S No 1 2 Opinion Yes No Total No of Respondents 106 44 150 Percentage 70.7 29.3 100 Interpretation: Majority of the respondents (70.7%) are bought Coca Cola products after seen advertisement and 29.3% are not bought Coca Cola products after seen advertisement. Chart 4.16 Influence of advertisement 80% 70.7% 70% 60% 50% 40% 29.3% 30% 20% 10% 0% Yes No 98
  • 99. 4.17: Celebrities Endorsement liked most 4.17.1 AamirKhan Table 4.17.1 S No 1 2 3 4 Opinion Like most Like Neutral Dislike Total No of Respondents 52 82 14 2 150 Percentage 34.7 54.7 9.3 1.3 100 Interpretation: Majority of the respondents (54.7%) are liked mostAamirKhan for endorsing Coca Cola products, 34.7% are liked AamirKhan for endorsing Coca Cola products, 9.3% are said Neutral forAamirKhan endorsing Coca Cola products and least (1.3%) are Disliked AamirKhan for endorsing Coca Cola products. Chart 4.17.1 60% 54.7% 50% 40% 34.7% 30% AamirKhan 20% 9.3% 10% 1.3% 0% Like most Like Neutral 99 Dislike
  • 100. 4.17.2 Celebrities Endorsement liked most- Vijay Table 4.17.2 S No 1 2 3 4 5 Opinion Like most Like Neutral Dislike Dislike most Total No of Respondents 54 70 22 2 2 150 Percentage 36 46.7 14.7 1.3 1.3 100 Interpretation: Majority of the respondents (46.7%) are liked Vijay for endorsing Coca Cola products, 36% are liked most Vijay for endorsing Coca Cola products, 14.7% are said Neutral for Vijay endorsing Coca Cola products, 1.3% are Disliked Vijay for endorsing Coca Cola products and 1.3% Dislike most Vijay for endorsing Coca Cola products. Chart 4.17.2 Vijay 46.7% 50% 45% 40% 36% 35% 30% 25% 20% 14.7% 15% 10% 5% 1.3% 1.3% Dislike Dislike most 0% Like most Like Neutral 100
  • 101. 4.17.3 Celebrities Endorsement liked most- Katrina Kaif Table 4.17.3 S No 1 2 3 4 Opinion Like most Like Neutral Dislike Total No of Respondents 15 61 67 7 150 Percentage 10 40.6 44.7 4.7 100 Interpretation: Majority of the respondents (44.7%) are said Neutral for Katrina Kaif for endorsing Coca Cola products, 40.7% are liked Katrina Kaif for endorsing Coca Cola products, 10% are liked most Katrina Kaif for endorsing Coca Cola products and least(4.7%) are dislike Katrina Kaiffor endorsing Coca Cola products Chart 4.17.3 4.7% Dislike 44.7% Neutral 40.6% Like 10% Like most 0% 10% 20% 30% . 101 40% 50% Katrina Kaif
  • 102. 4.17.4 Celebrities Endorsement liked most- Salman Khan Table 4.17.4 S No 1 2 3 4 Opinion Like most Like Neutral Dislike Total No of Respondents 9 46 80 15 150 Percentage 6 30.7 53.3 10 100 Interpretation: Majority of the respondents (53.3%) are said Neutral for Salman Khan for endorsing Coca Cola products, 30.7% are Liked Salman Khan for endorsing Coca Cola products, 10% are dislike Salman Khan forendorsing Coca Cola products and least(6%) are like most Salman Khan for endorsing Coca Cola products. Chart 4.17.4 Salman Khan 53.3% 60% 50% 30.7% 40% 30% 10% 20% 6% 10% 0% Like most Like Neutral 102 Dislike
  • 103. 4.17.5 Celebrities Endorsement liked most- KareenaKapoor Table 4.17.5 S No 1 2 3 4 Opinion Like most Like Neutral Dislike Total No of Respondents 19 45 74 12 150 Percentage 12.7 30 49.3 8 100 Interpretation: Majority of the respondents (49.3%) are said Neutral forKareenaKapoor for endorsing Coca Cola products, 30% are Liked KareenaKapoor for endorsing Coca Cola products, 12.7% are like mostKareenaKapoor for endorsing Coca Cola products and 8% are Dislike most KareenaKapoor for endorsing Coca Cola products. Chart 4.17.5 49.3% 50% 45% 40% 35% 30% 30% 25% Kareena Kapoor 20% 15% 12.7% 8% 10% 5% 0% Like most Like Neutral 103 Dislike
  • 104. 4.17.6 Celebrities Endorsement liked most- A comparison Table 4.17.6 S No 1 2 3 4 5 Opinion Aamir Khan Vijay Katrina Kaif Salman Khan KareenaKapoor Mean values 4.22 4.14 3.56 3.32 3.46 Chart 4.17.6 3.46 Kareena Kapoor 3.32 Salman Khan 3.56 Katrina Kaif 4.14 Vijay 4.22 Aamir Khan 0 0.5 1 1.5 104 2 2.5 3 3.5 4 4.5
  • 105. 4.18 Classification of respondents based on Gender Table 4.18 S No 1 2 Opinion Male Female Total No of Respondents 115 35 150 Percentage 76.7 23.3 100 Interpretation: Majority of the respondents (76.7%) are Male and 23.3% are Female. Chart 4.18 Classification based on Gender 23.3% Male Female 76.7% 105
  • 106. 4.19 Classification of respondents based on Age Table 4.19 S No 1 2 3 4 5 Opinion 15-20years 21-25years 26-30years 31-40years 40years above Total No of Respondents 6 45 36 50 13 150 Percentage 4 30 24 33.3 8.7 100 Interpretation: Majority of the respondents (33.3%) are belonging to 31-40years, 30% are 21-25years, 24% are 26-30years, 8.7% are 40years and above and least (4%) are belonging to 1520years. Chart 4.19 33.3% 35% 30% 30% 24% 25% 20% 15% Age 8.7% 10% 5% 4% 0% 15-20years 21-25years 26-30years 31-40years 106 40years above
  • 107. 4.20 Classification of respondents based on Occupation Table 4.20 S No 1 2 3 4 Opinion Professional Businessman Student House wife Total No of Respondents 20 62 43 25 150 Percentage 13.3 41.3 28.7 16.7 100 Interpretation: Majority of the respondents (41.3%) are Business man, 28.7% are Student, 16.7% are House wife and (13.3%) are Professional. Chart 4.20 Occupation 41.3% 45% 40% 28.7% 35% 30% 16.7% 25% 20% 13.3% 15% 10% 5% 0% Professional Businessman 107 Student House wife
  • 108. 4.21 Classification of respondents based on Income Table 4.21 Opinion No of Respondents Below 5000 58 5001-15000 8 15001-30000 66 30001-45000 14 Above 45000 4 Total 150 S No 1 2 3 4 5 Percentage 38.7 5.3 44 9.3 2.7 100 Interpretation: Majority of the respondents (44%) are belonging to Rs.15001-30000, 38.7% are below Rs.5000, 9.3% are Rs.30001-45000, 5.3% are Rs.5001-15000 and least (2.7%) are belonging to above Rs.45000. Chart 4.21 50% 44% 45% 40% 38.7% 35% 30% 25% Income 20% 15% 10% 9.3% 5.3% 2.7% 5% 0% Below 5000 5001-15000 15001-3000030001-45000 108 Above 45000
  • 109. FINDINGS, CONCLUSIONS AND SUGGESTIONS 109
  • 110. 5. Findings, Conclusions and Suggestions: 5.1 Findings:  The majority of the respondents are doing their shopping by weekly purchase.  The majority of the respondents are doing planned purchase.  The majority of the respondents are buying soft drinks for family use.  The majority of the respondents are consuming Cola drinks and Mango drinks.  The majority of the respondents are looking taste while buying soft drinks.  The majority of the respondents prefer Coca cola in Cola drinks category.  The majority of the respondents prefer Slice in Mango drinks category.  The majority of the respondents are buying soft drinks in the view of taste.  They stated that taste of all Coca Cola products were good.  The majority of the respondents buying pattern are at the time of Offers.  The majority of the respondents are purchased below 5litres for their particular occasion.  The majority of the respondents are buying soft drinks from Supermarkets.  The majority of the respondents prefer Coca cola products for Quality.  The majority of the respondents are satisfied with the price of all Coca cola products.  They stated that Coca Cola advertisement were good.  The majority of the respondents are attracted for Coca cola advertisement in the Cola drinks category.  The majority of the respondents are attracted for Maaza advertisement in the fruit drinks category.  The majority of the respondents are purchasing the Coca cola products after watching the advertisement.  The majority of the respondents are Male.  The majority of the respondents are belonging to the age of 26-30years.  The majority of the respondents are doing business.  The majority of the respondents are earning from Rs. 15001-30000.  The majority of the respondents liked Aamir Khan for endorsing Coca Cola products. 110
  • 111. 5.2 Conclusions: The Sampling activity was a good first step into the area of Marketing and Sales. A good understanding of the market was accomplished as around 150 people were spoken. This even helped in the polishing of communication skills, a must-have to survive and make it big in the present world. It even gave a good understanding of behavior of consumers when placed in different situations. It was a good opportunity to work on the skill of patience, as a large number of customers. It helped in developing the kind of relations one needs to uphold in the corporate world and it helped in building up the right attitude. As all the points in the above mentioned paragraph, are the must-have skills for anyone in the field of Marketing and Sales, the project period was a good experience and a good stepping stone into the real business world. 5.3 Suggestions: The company must concentrate on creating awareness for Limca, Sprite and Minute maid which are not preferred by consumers as a prefer more familiar brands Coca Cola and Maaza The taste of Minute maid products was perceived to be poor by consumers. Hence company should consider improving the taste of all the variants of Minute maid. Most of the consumers said that all the Coca Cola products are not available in Grocery shops. Hence company should focus on improving the distribution of products to these outlets. As per the respondents opinion the advertisement of Coca Cola are not as attractive as that of its competitor. So they need to make their advertisement more appealing to the target buyers. 111
  • 112. BIBLIOGRAPHY 112
  • 113. Bibliography: Philip Kotler and Kevin Keller, Marketing Management, Pearson Education, 14th edition (2012). Kahneman, American Psychologist. Pg: 58, 697 – 720. (2003) Jackson, T, A report to the Consumer Behavior Research, (2005). Cialdini, R. B. and Goldstein, N. J, Review of Consumer Behavior.Pg:55, 591 – 621. (2004) McKenzie-Mohr, D, American Psychologist. Pg: 55, 531 – 537 (2000) Stephen Daniells, Soft drink Quality and Preference, Vol 19, Issue 8, Pg: 719-726 (2008) Beverly J. Tepper, Journal of Soft drinks and Technology (1998) Kent Huffman, Advertisement and Public Relation Research, (2007) Tanner Okun, Consumer Behavior: Insight, (1990) Schmitt, Advertisement Promotion, (1999) Rick Suttle, Consumer Behavior and Managerial decision making, (2009) Friedman, Marketing Management, (1995) Websites: www.coca-colaindia.com www.manufacturingdrinks.com www.inventors.about.com 113
  • 114. APPENDICES 114
  • 115. Questionnaire: 1. Reason for shopping a. Monthly purchase b. Weekly purchase c. Daily purchase 2. What kind of purchase is it usually? a. Planned purchase b. Impulse purchase 3. Do you buy soft drinks for: a. Family use b. Parties c. Office use 4. Which of the following soft drinks do you consume? Cola drinks Orange drinks Lemon drinks Others (Please specify) ____________________ 5. What do you look for when you buy a soft drink? a. Brand b. Taste c. Offer 115 Mango drinks
  • 116. 6. Specify your preferences for the following brands in each category from 1 to 5 1-Most preferred brand ------------------------------------------5-Least preferred brand Cola Ranking Orange Ranking Lemon Ranking Mango Coca Cola Fanta Limca Maaza Thums Up Mirinda Sprite Slice 7up Delmonte 7up Nimbooz Mountain dew Glucovita lime Ranking Frooti Pepsi Maa Duke's Mangola Others (Please specify) __________________ 7. What is your view on taste of all the Coca cola products? Very good Good Coca cola Fanta Sprite ThumsUp Limca Minute maid pulpy orange Minute maid mixed fruit Maaza 116 Neutral Bad Very Bad
  • 117. 8. Specify your buying pattern: (Tick only one) Occasions Festivals Parties Offers No specific reason `Others (specify) ______________ 9. How much quantity do you purchase for the particular occasion? a. b. c. d. Below 5litres 5-10litres 11-15litres More than 15litres 10. Where do you purchase the soft drinks? a. b. c. d. Super markets Retail shop Bakery Others ____________ 117
  • 118. 11. Why do you prefer Coca cola products? Rank according to your opinion: 1- Most preferred reason------------5- Least preferred reason Quality * Price Advertisement Brand name Coca cola Fanta Sprite ThumsUp Limca Minute maid pulpy orange Minute maid mixed fruit Maaza * By Quality we mean the taste * Circle of friends implies that you prefer the product as a result of friends and family consuming it. 118 Circle of friends**
  • 119. 12. How do you view the price of Coca cola products? Highly satisfied Satisfied Neutral Dissatisfied Coca Cola Fanta Sprite ThumsUp Limca Minute maid Pulpy orange Minute maid Mixed fruit Maaza 13. What is your view on the mass-media advertisements of Coca cola? a. b. c. d. e. Very good Good Neutral Bad Very bad 119 Highly Dissatisfied
  • 120. 14. Which cola drinks advertisement attracts you most? (Tick only one) Coca cola Sprite ThumsUp 7up Pepsi Others (specify) ______________ Reason for like: _________________________________ Reason for dislike: _______________________________ 15. Which fruit drinks advertisement attracts you most? (Tick only one) Minute maid Pulpy orange Minute maid Mixed fruit Maaza Slice Frooti Others (specify) _________________ Reason for like: __________________________________________________ Reason for dislike: ________________________________________________ 16. Have you decided to purchase Coca cola product after watching advertisement? a. Yes b. No 120
  • 121. 17. Please write your suggestions/ feedback on brand Coke: 18. Which of celebrities endorsing Coca cola products do you like? Rate according to your opinion: 5= Like most 4= Like 3= Neutral 2= Dislike 1= Dislike most Celebrities Aamir Khan Vijay Katrina Kaif Salman Khan KareenaKapoor 5 4 3 19. Personal Information: Name: Gender: a. Male b. Female Age: a. b. c. d. e. 15-20 years 21-25 years 26-30 years 31-40 years 40 years and above 121 2 1
  • 122. Occupation: a. b. c. d. Professional Businessman Student House wife Income: a. b. c. d. e. Below Rs.5000 Rs. 5001-15000 Rs. 15001-30000 Rs. 30001-45000 Above Rs. 45000 122

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