A Study on Consumers' Preference Towards Soft Drink Products

12,918 views

Published on

Coca Cola

2 Comments
14 Likes
Statistics
Notes
No Downloads
Views
Total views
12,918
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
681
Comments
2
Likes
14
Embeds 0
No embeds

No notes for slide

A Study on Consumers' Preference Towards Soft Drink Products

  1. 1. A STUDY ON CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS By, T.M.SANTHOSH (MB14B43)
  2. 2. INDUSTRY PROFILE • In 1767 Joseph Priestley invented carbonated water in England • Soft drinks players in India: Coca Cola, Parle Agro and Pepsico • Soft drinks 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
  3. 3. COMPANY PROFILE • Coca Cola was founded in 1886 and in India it entered in the year 1993 • In India its head quarters in Haryana • CEO of Coca Cola: Atul Singh (India) • It has 7,000 Indian distributors and more than 1.7 million retailers • Coca Cola in India directly employs over 25,000 people on contract • Coca Cola has a market share of 60% in CSD (Carbonated Soft Drinks) and 35% in Fruit drinks • Coca Cola has a worldwide market share of 48.3%
  4. 4. PRODUCT PORTFOLIO • Coca Cola • Diet Coke • Fanta • Sprite • Thums Up • Limca • Minute maid pulpy orange • Minute maid mixed fruit • Maaza
  5. 5. RESEARCH OBJECTIVES • To identify the consumers’ preferences for soft drinks products, brands and the major influence in their purchase • To identify the customer’s buying pattern related to Coca Cola products • To determine the consumers’ perception on the taste, price, advertisements and celebrity endorsements related to Coca Cola and its sub- brands
  6. 6. RESEARCH METHODLOGY 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: SSPS Analytical tool: Percentage analysis, Mean
  7. 7. REASON FOR SHOPPING 47% 48% 5% 0% 10% 20% 30% 40% 50% 60% Monthly purchase Weekly purchase Daily purchase
  8. 8. NATURE OF PURCHASE 89% 11% Planned purchase Impulse purchase
  9. 9. USE OF SOFT DRINKS 89% 11% Family use Paties
  10. 10. CONSUMPTION OF SOFT DRINKS 106 100 Cola drinks Mango drinks
  11. 11. INFLUENCE ON PURCHASE 8.70% 52.70% 38.60% 0% 10% 20% 30% 40% 50% 60% Brand Taste Offer
  12. 12. BRAND PREFERENCE- COLA DRINKS 0 0.5 1 1.5 2 2.5 3 3.5 4 Coca Cola Thumsup 7up Pepsi 3.73 1.13 1.88 3.28
  13. 13. BRAND PREFERENCE- MANGO DRINKS 4.4 4.53 3.01 2.01 1.05 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Maaza Slice Frooti Maa Mangola
  14. 14. PERCEPTION OF TASTE- COCA COLA 56.70% 43.30% Very good Good
  15. 15. PERCEPTION OF TASTE- FANTA 42.70% 56% 1.30% 0% 10% 20% 30% 40% 50% 60% Very good Good Neutral
  16. 16. PERCEPTION OF TASTE- SPRITE 0% 10% 20% 30% 40% 50% 60% 70% Very good Good Neutral 18% 68% 14%
  17. 17. PERCEPTION OF TASTE- THUMSUP 1.30% 30.70% 66% 2% 0% 10% 20% 30% 40% 50% 60% 70% Very good Good Neutral Bad
  18. 18. PERCEPTION OF TASTE- LIMCA 2% 22% 71.30% 4.70% 0% 10% 20% 30% 40% 50% 60% 70% 80% Very good Good Neutral Bad
  19. 19. PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE 0% 10% 20% 30% 40% 50% 60% Very good Good Neutral Bad 2.70% 10% 30% 57.30%
  20. 20. PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT 0% 10% 20% 30% 40% 50% 60% 70% 80% Good Neutral Bad Very bad 2.70% 13.30% 70% 14%
  21. 21. PERCEPTION OF TASTE- MAAZA 85.30% 13.30% 1.30% Very good Good Neutral
  22. 22. PERCEPTION OF TASTE- COMAPRSION OF ALL BRANDS 0 1 2 3 4 5 Coca Cola Fanta Sprite Thumsup Limca Minute maid pulpy orange Minute maid mixed fruit Maaza 4.55 4.41 4.04 3.3 3.18 2.55 2.06 4.84
  23. 23. BUYING PATTERN 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Festivals Parties Offers No specific reason 1.30% 10.70% 86% 2%
  24. 24. QUANTITY PURCHASED 0% 10% 20% 30% 40% 50% 60% 70% Below 5litres 5-10litres 11-15litres 69.40% 29.30% 1.30%
  25. 25. PLACE OF PURCHASE 94% 6% Super markets Retail shops
  26. 26. INFLUENCE ON THE PURCHASE OF COCA COLA PRODUCTS 0 2000 4000 6000 8000 10000 12000 Taste Price Advertisement Brand name Circle of friends
  27. 27. SATISFICATION ON THE PRICE- COCA COLA 56.70% 41.30% 2% 0% 10% 20% 30% 40% 50% 60% Highly satisfied Satisfied Neutral
  28. 28. SATISFICATION ON THE PRICE- FANTA 0% 10% 20% 30% 40% 50% 60% Highly satisfied Satisfied Neutral 44% 53.30% 2.70%
  29. 29. SATISFICATION ON THE PRICE- SPRITE 14% 68.70% 17.30% 0% 10% 20% 30% 40% 50% 60% 70% 80% Highly satisfied Satisfied Neutral
  30. 30. SATISFICATION ON THE PRICE- THUMSUP 32.70% 63.30% 4% 0% 10% 20% 30% 40% 50% 60% 70% Highly satisfied Satisfied Dissatisfied
  31. 31. SATISFICATION ON THE PRICE- LIMCA 1.30% 14.70% 80% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Highly satisfied Satisfied Neutral Dissatisfied
  32. 32. SATISFICATION ON THE PRICE- MINUTE MAID PULPY ORANGE 0% 5% 10% 15% 20% 25% 30% 35% 40% Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied 15.30% 28% 19.30% 36% 1.30%
  33. 33. SATISFICATION ON THE PRICE- MINUTE MAID MIXED FRUIT 0% 5% 10% 15% 20% 25% 30% 35% 40% Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied 4.70% 7.30% 30% 38% 20%
  34. 34. SATISFICATION ON THE PRICE- MAAZA 80.70% 19.30% Highly satisfied Satisfied
  35. 35. SATISFICATION ON THE PRICE- A COMPARSION 4.54 4.4 3.96 4.24 3.12 3.2 2.38 4.8 0 1 2 3 4 5 6 Coca Cola Fanta Sprite Thumsup Limca Minute maid pulpy orange Minute maid mixed fruit Maaza
  36. 36. OPINION ON COCA COLA ADVERTISEMENT 36% 61.30% 2.70% 0% 10% 20% 30% 40% 50% 60% 70% Very good Good Neutral
  37. 37. ATTRACTIVE COLA DRINKS ADVERTISEMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% Coca Cola Sprite 7up Pepsi 75.30% 1.30% 2% 21.30%
  38. 38. ATTRACTIVE FRUIT DRINKS ADVERTISEMENT 1.30% 21.30% 76% 1.30% 0% 10% 20% 30% 40% 50% 60% 70% 80% Minute maid pulpy orange Maaza Slice Frooti
  39. 39. INFLUENCE OFADVERTISEMENT ON PURCHASE 70.70% 29.30% Yes No
  40. 40. CELEBRITIES ENDORSEMENT LIKED MOST- AAMIRKHAN 0% 10% 20% 30% 40% 50% 60% Like most Like Neutral Dislike 34.70% 54.70% 9.30% 1.30%
  41. 41. CELEBRITIES ENDORSEMENT LIKED MOST- VIJAY 36% 46.70% 14.70% 1.30% 1.30% 0% 10% 20% 30% 40% 50% Like most Like Neutral Dislike Dislike most
  42. 42. CELEBRITIES ENDORSEMENT LIKED MOST- KATRINA KAIF 10% 40.60% 44.70% 4.70% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Like most Like Neutral Dislike
  43. 43. CELEBRITIES ENDORSEMENT LIKED MOST- SALMAN KHAN 0% 10% 20% 30% 40% 50% 60% Like most Like Neutral Dislike 6% 30.70% 53.30% 10%
  44. 44. CELEBRITIES ENDORSEMENT LIKED MOST- KAREENA KAPOOR 12.70% 30% 49.30% 8% 0% 10% 20% 30% 40% 50% 60% Like most Like Neutral Dislike
  45. 45. CELEBRITIES ENDORSEMENT- A COMPARSION 4.22 4.14 3.56 3.32 3.46 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 Aamirkhan Vijay Katrina Kaif Salman khan Kareena kapoor
  46. 46. RESPONDENTS BASED ON GENDER 76.70% 23.30% Male Female
  47. 47. RESPONDENTS BASED ON AGE 4% 30% 24% 33.30% 8.70% 0% 5% 10% 15% 20% 25% 30% 35% 15-20years 21-25years 26-30years 31-40years 40years & above
  48. 48. RESPONDENTS BASED ON OCCUPATION 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Professional Businessman Student House wife 13.30% 41.30% 28.70% 16.70%
  49. 49. RESPONDENTS BASED ON INCOME 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Below 5000 5001-15000 15001-30000 30001-45000 Above 45000 38.70% 5.30% 44% 9.30% 2.70%
  50. 50. SUGGESTIONS • The company must concentrate on their products (Limca & Sprite) because they not selling in the market compared to Coca Cola & Maaza • Majority of the consumers are not satisfied with the taste of other Coca cola products (except Coca Cola & Maaza), so they must improve the taste of other products
  51. 51. • Most of the consumers said that Coca Cola products are not available in retail shops, so the company must make the availability of products retail shops • Awareness of Minute maid pulpy orange and Minute maid mixed fruit is less. Company should increase its promotion • Taste of Minute maid mixed fruit should be improved • As per the respondents opinion the advertisement of Coca Cola are not so attractive as the tough its competitor. So they should improve upon their advertisement
  52. 52. THANK YOU

×