PepsiCo Training Report

A
Training Report
On
“TO STUDY THE RETAILER SATISFACTION OF PEPSICO”
Submitted To
Kurukshetra University, Kurukshetra
In the partial fulfillment of the Degree of Bachelor of Business Administration B B A
Session-2018-2019
Under the Guidance of Submitted by
Mrs. Ramita Verma Rahul Sharma
Assistant Professor BBA-(Final)
Department of Commerce & Management Univ Reg No -16-MY-
MLN College, Yamuna Nagar Univ Roll No--0006874704
Class Roll No 162503
MUKAND LAL NATIONAL COLLEGE
YAMUNA NAGAR-135001
1

A C K N O W L E D G E M E N T
This training report has been made possible through the direct and indirect cooperation of
various people whom I wish to express my thanks and gratitude
I sincerely thanks to Dr Shailesh Kapoor Principal , MLN College, Yamuna Nagar for
giving me an opportunity to work with PepsiCo. and provide me the guidance and support in
the completion of the training
I also express my gratitude to Dr Anil Dhawan (H.O.D) MLN College, Yamuna Nagar for
helping me through his constant guidance and support
I would also like to express my thanks to Mrs. Ramita Verma (Assistant Professor), MLN
College, Yamuna Nagar for helping me through her kind co-operation & valuable guidance
, PepsiCo. For supporting me during
my training tenure and providing me the required information and guidance to complete my
training successfully.
I would also like to express my heartiest thanks to faculty members of the department and my
friends for their advice and guidance for providing inspiration in the face of difficulties
encountered in the course of the work and to create this training report
Finally, with blessing of my parents and who are source of strength and aspirator for me in
this endeavor
Rahul Sharma
BBA
2

DECLARATION
I Rahul Sharma, hereby declare that, I have attended the training from 05 06 2018 to 21 07
2018 in PepsiCo The Training report entitled To Study The Retailer Satisfaction Of PepsiCo
is submitted by me in the partial fulfillment of the requirement for the degree of Bachelor of
Business Administration to Kurukshetra University, Kurukshetra is original work conducted
by me and all data & facts collected for this report are original to the best of my knowledge
Rahul Sharma
BBA
3

YAMUNANAGAR-135001
PHONE NO -01732-220960, 225560
Dated
To Whom It May Concern
This is to Certified that Mr. Rahul Sharma S o Sh. Surender Sharma, student of BBAIII
M.L.N. College, University Registration no.16-MY-, College Roll No 162503 has completed
this training report “To Study the Retailer Satisfaction of PepsiCo” under my supervision
The report is complete and therefore recommended for evaluation
Ms Ramita Verma
Asst Proff In Commerce
M L N College, Yamuna Nagar
4

YAMUNANAGAR-135001
PHONE NO -01732-220960, 225560
Dated
To Whom It May Concern
Certified that Mr. Rahul Sharma a student of B B A III, M.L.N. College, University
Registration No 16-MY-, College Roll No 162503 is a bonafide student and has submitted
the training report entitled To Study the Retailer Satisfaction of PepsiCo which is a
compulsory part of syllabus
It is further recommended for evaluation
Dr Anil Dhawan Dr Shailesh Kapoor
H.O.D. Principal
M L N College, YNR M L N College YNR
5

LIST OF CONTENTS
TITLE Page No
1. Introduction 01-19
a. Company Profile
b. About the Topic
2. Statement of the Problem 20-41
a. Objectives
b. Pedagogy
Research Methodology
Data Interpretation
3. Analysis and Findings 42-43
4. Limitations 44-45
5. Conclusion 46-48
6. Annexure 49-53
a. Bibliography
b. Questionnaire
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F.M.C.G. Industry
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG),
are products that have a quick turnover, and relatively low cost. Consumers generally put less
thought into the purchase of FMCG than they do for other products.
Though the absolute profit made on FMCG products is relatively small, they generally sell in
large numbers and so the cumulative profit on such products can be large.
Examples of FMCG generally includes a wide range of frequently purchased consumer
products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and
detergents, as well as other non-durables such as glassware, bulbs, rizlas, batteries, paper
products and plastic goods.
FMCG may also include pharmaceuticals, consumer electronics, packaged food products and
drinks, although these are often categorized separately.
FMCG products can be thought of in contrast with consumer durables, which are generally
replaced less than once a year (e.g. kitchen appliances).
Three of the largest and best known examples of Fast Moving Consumer Goods companies
are Nestlé, Unilever and Procter & Gamble. Examples of FMCGs are soft drinks, tissue
paper, and chocolate bars. Examples of FMCG brands are Coca-Cola, Kleenex, Pepsi and the
Mars Bar.
A subset of FMCGs are Fast Moving Consumer Electronics which contain innovative
electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems, cell
phones and Laptops which are replaced more frequently than other electronic products.
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The F.M.C.G. Sector
For the second consecutive year, the FMCG sector grew impressively in 2005. According to
AC Nielsen, the industry, excluding soft drinks and tobacco and accounting for only branded
and packaged consumer goods that go through retail, the industry grew by 5.3 percent in
2005 compared to 5 per cent in 2004. This is three times the 1 to 2 per cent annual growth
rate the sector registered between 2001 and 2003. Considered the size of the FMCG industry,
experts feel that the growth rate is good.
The travails the FMCG industry witnessed not long ago are rather well known. Prior to the
present upturn, the industry went through turmoil when value, volumes and margins either
stagnated or shrunk. This was unusual for it had a long history of sustained and uninterrupted
growth.
While some of the industry s predicament could be attributed to factors affecting the‟
consumers such as growth in income and other issues like monsoon failure (impacting rural
market), the companies, especially the large ones, also failed to come up with a new approach
to address the situation.
Now, on the back of economic growth, burgeoning consumer income- with the share of
F.M.C.G. s in the consumer s wallet more or less holding on – and good monsoons, the‟
F.M.C.G. companies are back riding the ascendant growth curve. Thanks to their better
financial position, they are expanding in size and scale.
10

FAST MOVING CONSUMER GOODS
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), is
products that have a quick turnover, and relatively low cost.
DENTAL CARE CATEGORY:
It includes the following products: Toothpaste, Toothpowder and Medicated Toothpaste.
PERSONAL WASH CATEGORY:
It includes the following products: Bathing Soap, Body Wash and Multani Mitti.
HAIR CARE CATEGORY:
It includes the following products: Shampoo, Anti Dandruff Shampoo, Conditioner Shampoo
and Herbal Shampoo.
FACE CARE CATEGORY:
It includes the following products: Cream, Lotion, Gel, Face wash.
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COMPANY PROFILE
PepsiCo COMPANY
Introduction:
PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana
was acquired in 1998 and PepsiCo merged with the Quaker Oats Company, including
Gatorade, in 2001.
PepsiCo, Inc. founded by Donald M. Kendall, President and Chief Executive Officer of
Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay, through
the merger of the two companies.
Pepsi-Cola was created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist.
Frito-Lay, Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer
Doolin in 1932, and the H. W. Lay Company, founded by Herman W.Lay, also in 1932.
Herman Lay is chairman of the Board of Directors of the new company; Donald M. Kendall
is president and chief executive officer. The new company in that year reports sales of $510
million and has 19,000 employees.
ABOUT THE COMPANY
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage
businesses in India.
With an investment of over $1 billion, PepsiCo India has built an expansive beverage and
snack food business supported by 38 Bottling plants and 3 Foods plants.
PepsiCo India s extensive portfolio includes iconic brands like Pepsi, Lay s, Kurkure,‟ ‟
Tropicana 100%, Gatorade, Quaker, and fast growing brands i.e. Nimbooz and Aliva.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with
Purpose, which works on four planks of replenishing water, partnering with farmers, waste to
wealth and healthy kids.
In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to
achieve „Positive Water Balance in the beverage world. In 2010, PepsiCo India gave back 4‟
billion litres more water than what it consumed, a fact verified by Deloitte Touché Tohmatsu
India Pvt. Ltd.
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PepsiCo Asia, Middle East & Africa (“AMEA”) makes, markets and sells a number of
leading snack food brands including Lay s, Kurkure, Chipsy, Doritos, Smith s, Cheetos, Red‟ ‟
Rock Deli and Ruffles, through consolidated businesses as well as through noncontrolled
affiliates.
Further, either independently or through contract manufacturers, AMEA makes, markets and
sells many Quaker-brand cereals and snacks. AMEA also makes, markets and sells beverage
concentrates, fountain syrups and finished goods, under various beverage brands including
Pepsi, Mirinda, 7UP and Mountain Dew. These brands are sold to authorized bottlers,
independent distributors and retailers.
However, in certain markets, AMEA operates its own bottling plants and distribution
facilities. In addition, AMEA licenses the Aquafina water brand to certain of its authorized
bottlers. AMEA also, either independently or through contract manufacturers, makes, markets
and sells ready-to-drink tea products through an international joint venture with Unilever
(under the Lipton brand name).
Our Mission and Vision
At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do,
but the right thing to do for our business.
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Our Mission
Our mission is to be the world's premier consumer Products Company focused on convenient
foods and beverages. We seek to produce financial rewards to investors even as we provide
opportunities for growth and enrichment to our employees, our business partners and the
communities in which we operate. And in everything we do, we strive for honesty, fairness
and integrity.
Our Vision
PepsiCo's responsibility is to continually improve all aspects of the world in which we
operate – environmental, social, economic – creating a better tomorrow than today.
Our vision is put into action through programmes and a focus on environmental stewardship,
activities to benefit society and a commitment to build shareholder value by making PepsiCo
a truly sustainable company.
Performance with Purpose
At PepsiCo, we're committed to achieving business and financial success while leaving a
positive imprint on society – delivering what we call Performance with Purpose.
Our approach to superior financial performance is straightforward – drive shareholder value.
By addressing social and environmental issues, we also deliver on our purpose agenda, which
consists of human, environmental, and talent sustainability.
PepsiCo Values & Philosophy
Our values and philosophy are a reflection of the socially and environmentally responsible
company we aspire to be. They are the foundation for every business decision we make.
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Our Commitment
We are committed to delivering sustained growth through empowered people acting responsibly and
building trust.
What it means
Sustained Growth is fundamental to motivating and measuring our success. Our quest for
sustained growth stimulates innovation, places a value on results and helps us understand
whether today's actions will contribute to our future. It is about the growth of people and
company performance. It prioritizes both making a difference and getting things done.
Empowered People means we have the freedom to act and think in ways that we feel will get
the job done, while adhering to processes that ensure proper governance and being mindful of
company needs beyond our own.
Responsibility and Trust form the foundation for healthy growth. We hold ourselves both
personally and corporately accountable for everything we do. We earn the confidence others
place in us as individuals and as a company. By acting as good stewards of the resources
entrusted to us, we strengthen that trust by delivering on our promises and remaining
committed to succeeding together.
Guiding Principles
We uphold our commitment with six guiding principles. We must always strive to:
1. Care for our customers, our consumers and the world we live in.
We are driven by the competitive spirit of the marketplace, but we direct this spirit toward
solutions that benefit both our company and our constituents. Our success depends on a
thorough understanding of our customers, consumers and communities. To foster this spirit of
generosity, we go the extra mile to show we care.
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2. Sell only products we can be proud of.
The true test of our standards is that we are able, without reservation, to consume and
personally endorse the products we sell. Our absolute endorsement extends to every part of
the business, from the purchase of ingredients to the point where our products reach
consumers.
3. Speak with truth and candor.
We tell the whole story, not just what is convenient to our individual goals. In addition to
being clear, honest and accurate, we take responsibility for ensuring that our communications
are understood.
4. Balance the short term and long term.
In every decision, we weigh both short-term and long-term risks and benefits. Maintaining
this balance helps sustain our growth and ensures that our ideas and solutions are relevant
both now and in the future.
5. Win with diversity and inclusion.
We embrace people with diverse backgrounds, traits and ways of thinking. Our diversity
brings new perspectives into the workplace and encourages innovation, helps us identify new
market opportunities, develop new products and sustain our commitment to growth through
empowered people.
6. Respect others and succeed together.
We depend on people who can work together, whether in structured teams or through
informal collaboration. Mutual success depends on mutual respect, for both those within and
outside the company. While our company is built on individual excellence, the value we
attach to teamwork and mutual respect turns our goals into accomplishments.
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PepsiCo India Beverages
Beverages
PepsiCo India s expansive portfolio includes iconic refreshment beverages Pepsi, 7UP,‟
Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low-calorie options such as Diet
Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports
drink Gatorade and fruit juices such as Tropicana and Tropicana Twister.
Pepsi
7UP
Gatorade
Mountain Dew
Nimbooz
Slice
Tropicana
Mirinda
Aquafina
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PepsiCo India Foods
Foods
PepsiCo s foods division Frito-Lay is the leader in the branded salty snack market. All its‟
products are free of trans-fat and MSG.
It manufactures Lay s potato chips, Cheetos extruded snacks, Uncle Chipps and traditional‟
snacks under the Kurkure and Lehar brands.
The company s high-fibre breakfast cereal, Quaker Oats and low-fat and roasted snack‟
options like Aliva increase the number of healthy choices available to consumers.
Kurkure
Lay s‟
Lehar Namkeen
Quaker Oats
Uncle Chips
•Tata Gluco Plus, a glucose based drink in an affordable cup format
• Himalayan Natural Mineral Water, pristine source water and
•Tata Water Plus, Nutrient Water, an innovative product that seeks to provide essential
micronutrients. Nourish.Co has built an expansive pipeline of innovations that will be used to
fuel growth and create newer hydration solutions. It has a vision for growth and has
tremendous potential with „good for you products.‟
Lehar Business
PepsiCo created an arm of its Foods business to compete with un-organised, low price
segment market.
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RETAILER SATISFACTION
Retailer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass retailer expectation. Retailer satisfaction is
defined as "the number of retailer, or percentage of total retailer, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.” In a
survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses. It is
seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for retailer, retailer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy. "Within organizations, retailer satisfaction ratings can have powerful
effects. They focus employees on the importance of fulfilling retailer expectations.‟
Furthermore, Purpose. A business ideally is continually seeking feedback to improve retailer
satisfaction.” Retailer satisfaction provides a leading indicator of consumer purchase
intentions and loyalty." "Retailer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:" "Within organizations, the
collection, analysis and dissemination of these data send a message about the importance of
tending to customers and ensuring that they have a positive experience with the company s‟
goods and services."
"Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm s retailer will make‟
further purchases in the future. Much research has focused on the relationship between
retailer satisfaction and retention. Studies indicate that the ramifications of satisfaction are
most strongly realized at the extremes." On a five-point scale, "individuals who rate their
satisfaction level as '5' are likely to become return customers and might even evangelize for
the firm. (A second important metric related to satisfaction is willingness to recommend. This
metric is defined as "The percentage of surveyed customers who indicate that they would
recommend a brand to friends." When a customer is satisfied with a product, he or she might
recommend it to friends, relatives and colleagues. This can be a powerful marketing
advantage.) "Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to
return. Further, they can hurt the firm by making negative comments about it to prospective
customers. Willingness to recommend is a key metric relating to customer satisfaction."
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How we can measure Retailar satisfaction
Measuring Retailar satisfaction provides an indication of how successful the organization is
at providing products and/or services to the marketplace.
"Retailar satisfaction is measured at the individual level, but it is almost always reported at an
aggregate level. It can be, and often is, measured along various dimensions. A hotel, for
example, might ask customers to rate their experience with its front desk and check-in
service, with the room, with the amenities in the room, with the restaurants, and so on.
Additionally, in a holistic sense, the hotel might ask about overall satisfaction 'with your
stay.'"
As research on consumption experiences grows, evidence suggests that consumers purchase
goods and services for a combination of two types of benefits: hedonic and utilitarian.
Hedonic benefits are associated with the sensory and experiential attributes of the product.
Utilitarian benefits of a product are associated with the more instrumental and functional
attributes of the product (Batra and Athola 1990).
Retailar satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service.
The state of satisfaction depends on a number of both psychological and physical variables
which correlate with satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other options the Retailar may have and other
products against which the Retailar can compare the organization's products.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
provides the basis for the measurement of Retailar satisfaction with a service by using the gap
between the customer's expectation of performance and their perceived experience of
performance. This provides the measurer with a satisfaction "gap" which is objective and
quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman,
Zeithaml and Berry as two different measures (perception and expectation of performance)
into a single measurement of performance according to expectation.
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The usual measures of Retailar satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The Retailar is asked to evaluate each statement and in term of
their perception and expectation of performance of the organization being measured. Their
satisfaction is generally measured on a five-point scale.
"Retailar satisfaction data can also be collected on a 10-point scale."
"Regardless of the scale used, the objective is to measure customers perceived satisfaction‟
with their experience of a firm s offerings." It is essential for firms to effectively manage‟
Retailar satisfaction. To be able do this, we need accurate measurement of satisfaction.
Good quality measures need to have high satisfaction loadings, good reliability, and low error
variances. In an empirical study comparing commonly used satisfaction measures it was
found that two multi-item semantic differential scales performed best across both hedonic and
utilitarian service consumption contexts. According to studies by Wirtz & Lee (2003), they
identified a six-item 7-point semantic differential scale (e.g., Oliver and Swan 1983), which is
a six-item 7-point bipolar scale, that consistently performed best across both hedonic and
utilitarian services. It loaded most highly on satisfaction, had the highest item reliability, and
had by far the lowest error variance across both studies. In the study, the six items asked
respondents evaluation of their most recent experience with ATM services and ice cream‟
restaurant, along seven points within these six items: “pleased me to displeased me”,
“contented with to disgusted with”, “very satisfied with to very dissatisfied with”, “did a good
job for me to did a poor job for me”, “wise choice to poor choice” and “happy with to
unhappy with”.
A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a four-item
7-point bipolar scale, was the second best performing measure, which was again consistent
across both contexts. In the study, respondents were asked to evaluate their experience with
both products, along seven points within these four items: “satisfied to dissatisfied”,
“favorable to unfavorable”, “pleasant to unpleasant” and “I like it very much to I didn t like it‟
at all”.
The third best scale was single-item percentage measure, a one-item 7-point bipolar scale
(e.g., Westbrook 1980). Again, the respondents were asked to evaluate their experience on
23

both ATM services and ice cream restaurants, along seven points within “delighted to
terrible”.
It seems that dependent on a trade-off between length of the questionnaire and quality of
satisfaction measure, these scales seem to be good options for measuring Retailar satisfaction
in academic and applied studies research alike. All other measures tested consistently
performed worse than the top three measures, and/or their performance varied significantly
across the two service contexts in their study. These results suggest that more careful
pretesting would be prudent should these measures be used.
Finally, all measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors. Affective measures capture a consumer s attitude‟
(liking/disliking) towards a product, which can result from any product information or
experience. On the other hand, cognitive element is defined as an appraisal or conclusion on
how the product s performance compared against expectations (or exceeded or fell short of‟
expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the
requirements of the situation (or did not exceed).
Methodologies
American Retailar Satisfaction Index (ACSI) is a scientific standard of Retailar satisfaction.
Academic research has shown that the national ACSI score is a strong predictor of Gross
Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption
Expenditure (PCE) growth. On the microeconomic level, academic studies have shown that
ACSI data is related to a firm's financial performance in terms of return on investment (ROI),
sales, long-term firm value (Tobin's q), cash flow, cash flow volatility, human capital
performance, portfolio returns, debt financing, risk, and consumer spending. Increasing ACSI
scores has been shown to predict loyalty, word-of-mouth recommendations, and purchase
behavior. The ACSI measures Retailar satisfaction annually for more than 200 companies in
43 industries and 10 economic sectors. In addition to quarterly reports, the ACSI
methodology can be applied to private sector companies and government agencies in order to
improve loyalty and purchase intent. ASCI scores have also been calculated by independent
researchers, for example, for the mobile phones sector, higher education, and electronic mail.
24

The Kano model is a theory of product development and Retailar satisfaction developed in
the 1980s by Professor Noriaki Kano that classifies Retailar preferences into five categories:
Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some
insight into the product attributes which are perceived to be important to customers.
SERVQUAL or RATER is a service-quality framework that has been incorporated into
customer-satisfaction surveys (e.g., the revised Norwegian Retailar Satisfaction Barometer)
to indicate the gap between Retailar expectations and experience.
J.D. Power and Associates provides another measure of Retailar satisfaction, known for its
top-box approach and automotive industry rankings. J.D. Power and Associates' marketing
research consists primarily of consumer surveys and is publicly known for the value of its
product awards.
Other research and consulting firms have Retailar satisfaction solutions as well. These
include A.T. Kearney's Retailar Satisfaction Audit process, which incorporates the Stages of
Excellence framework and which helps define a company s status against eight critically‟
identified dimensions.
For B2B Retailar satisfaction surveys, where there is a small Retailar base, a high response
rate to the survey is desirable. The American Retailar Satisfaction Index (2012) found that
response rates for paper-based surveys were around 10% and the response rates for e-surveys
(web, wap and e-mail) were averaging between 5% and 15% - which can only provide a
straw poll of the customers' opinions. One alternative was developed in 1989 by Info Quest
(the Info Quest box)which has an average response rate of 70%+ (2012) based on posing up
to 60 questions and statements. In the European Union member states, many methods for
measuring impact and satisfaction of e-government services are in use, which the
eGovMoNet project sought to compare and harmonize.
25

OBJECTIVES OF THE STUDY
 To find out the awareness of retailers about PepsiCo.
 To find out the awareness of Retailers about PepsiCo.
 To know the Retailers satisfaction on price service and other factors of the PepsiCo.
 To know the factors influencing the purchases of the Products
 To study the retailer satisfaction towards various brands of the company
 To know about the promotional activities of the PepsiCo.
28

RESEARCH METHODOLOGY
Research is a systematic and continuous method of defining a problem, collecting the facts
and analyzing them, reaching conclusion forming generalizations.
Research methodology is a way to systematically solve the problem. It may be understood as
a science of studying how research is done scientifically. In it we study the various steps that
are generally adopted by a researcher in studying his research problem along with the logic
behind them.
The scope of research methodology is wider than that of research method. Thus when we talk
of research methodology we not only talk of research methods but also consider the logic
behind the method we use in the context of our research study and explain why we are using
a particular method.
So we should consider the following steps in research methodology:
Meaning of research
Problem statement
Research design
Sample design
Data collection
Analysis and INTERPRETATION of data
Meaning of Research
Research is defined as “a scientific & systematic search for pertinent information on a
specific topic”. Research is an art of scientific investigation. Research is a systemized effort
to gain new knowledge. It is a careful inquiry especially through search for new facts in any
branch of knowledge. The search for knowledge through objective and systematic method of
finding solution to a problem is a research.
30

PROBLEM STATEMENT
There are many competitors in FMCG industry. The PepsiCo. one of them. A study on
customer satisfaction various factors like service, price, Availability, brand, and promotional
activities of PepsiCo. will enable them to develop the production in view of competitions. A
careful and through study of the Factors enable the company to with stand the changing
situations of competition. These factors have an impact in determining the company sales and
its position in the market.
RESEARCH DESIGN
A research is the arrangement of the conditions for the collections and analysis of the data in
a manner that aims to combine relevance to the research purpose with economy in procedure.
In fact, the research is design is the conceptual structure within which research is conducted;
it constitutes the blue print of the collection, measurement and analysis of the data. As search
the design includes an outline of what the researcher will do from writing the hypothesis and
its operational implication to the final analysis of data.
31

RESEARCH DESIGN CAN BE CATEGORIZED AS
The present study is in Descriptive nature, as it seeks to discover ideas and insight to brig out
new relationship. Research design is flexible enough to provide opportunity for considering
different aspects of problem under study. It helps in bringing into focus some inherent
weakness in enterprise regarding which in depth study can be conducted by management.
PURPOSE OF THE STUDY Descriptive
MEASUREMENT AND SCALING Likert Scale (Interval Scaling)
Type of Research Design:-
The present study has been exploratory cum descriptive in nature, as it seeks to discover ideas
and insight to bring out new relationship based on previous findings in other organizations.
Type of Investigation:-
The present study has been Causal relationship because the researcher has attempted to find
out the retailer satisfaction in PepsiCo.
Time Horizon:-
The study has been found to be Cross-sectional as data has been collected at particular time
duration.
Study Setting:-
The study setting is Non Contrived as the study has been carried out in natural environment
and no researcher interference has been there in data collection
Measurement & Scaling:-
Five point Likert (interval) scaling has been used for conducting the survey to analyze the impact
of emotional intelligence and employee performance which has been given as follows:
1 –Strongly Agree, 2 - Agree, 3 –Neutral, 4 – Disagree, 5 –Strongly Disagree.
32

SAMPLE AND SAMPLING DESIGN
TARGET POPULATION Retailer s of PepsiCo.‟
SAMPLING UNIT
Retailers of New Delhi
SAMPLE SIZE 150 Retailers
33

DATA COLLECTION
After the research problem has been identified and selected, the next step is to gather the
requisite data. While deciding about the method of data collection to be used for, the
researcher should kept in mind two types of data: primary and secondary.
In the present study researcher has made use of the primary data which has been collected
through Questionnaire, Observation, Personal Interview along with the secondary data which
has been collected from company s website and from their records, Books, magazines,‟
newspapers and journals.
PRIMARY DATA Personal Interview
Questionnaire
Observation
SECONDARY DATA Marketing Manuals
Magazines
Internet
Books
Journals
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DATA ANALYSIS
1. Are you satisfied with product quality?
RESPONSES RESPONDENTS Respondents
(In Number) (In %)
Strongly Agree 104 69
Agree 43 29
Neutral 3 2
Disagree 0 0
Strongly Disagree 0 0
TOTAL 150 100
Table No-1
RESPONDENTS (In Number)
2% 0%
0%
29%
Strongly Agree
Agree
Neutral
69%
Disagree
Strongly Disagree
Figure No-1
INTERPRETATION: -
69% of the respondents strongly agree, 29 % respondents agree, 2% are neutral, 0%
respondents disagrees while 0% strongly disagree with the same statement.
35

2. Do you think our advertisement is effective and appropriate?
(In Number) (In %)
Strongly agree 0 0
Agree 2 1
Neutral 3 2
Disagree 95 64
TOTAL 150 100
Table No-2
0% 1% 2%
Strongly agree
33%
Agree
Neutral
64%
Disagree
Strongly Disagree
Figure No-2
INTERPRETATION:
0% of the respondents strongly agree, 1 % respondents agree, 2% are neutral, 64%
respondents disagree while 33% strongly disagree with the same statements
36

3. Are you satisfied with complete detail on labelling?
(In Number) (In %)
Strongly agree 8 5
Agree 125 83
Neutral 17 12
Disagree 0 0
TOTAL 150 100
Table No-3
0% 0%
12%
5%
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
83%
Figure No-3
INTERPRETATION:
5 % of the respondents strongly agree, 83 % respondents agree, 12% are neutral, 0%
respondents disagree while 0% strongly disagree with the same statement
37

4. Are you satisfied with product features?
(In Number) (In %)
Agree 90 60
Neutral 22 15
Disagree 13 9
Total 150 100
Table No-4
2%
9% 14%
15%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
60%
Figure No-4
INTERPRETATION:
respondents disagree while 2% strongly disagree with the same statement.
38

5. Are you satisfied with quality of PepsiCo.?
(In Number) (In %)
Agree 90 6o
Neutral 22 15
Disagree 0 0
Total 150 100
Table No-5
0% 0%
15%
25% Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
60%
Figure No-5
INTERPRETATION:
respondents disagree while 0% strongly disagrees with the same statement.
39

6. Are you satisfied with brand image of the product?
(In Number) (In %)
Agree 85 57
Neutral 29 19
Disagree 3 2
Total 150 100
Table No-6
2% 0%
19% 22% Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
57%
Figure No-6
INTERPRETATION:
40

7. Are you satisfied with price of the product?
(In Number) (In %)
Strongly Agree 0 0
Agree 5 4
Neutral 116 77
Disagree 29 19
Total 150 100
Table No-7
0% 0% 4%
19% Strongly Agree
Agree
Neutral
Disagree
77% Strongly Disagree
Figure No-7
INTERPRETATION:
41

8. Are you aware of all products of PepsiCo.?
(In Number) (In %)
Strongly Agree 3 2
Agree 134 89
Neutral 9 6
Disagree 4 3
Total 150 100
Table No-8
0% 3% 2%
6%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
89%
Figure No-8
INTERPRETATION:
2 % of the respondents strongly agree, 89% respondents agree, 6% are neutral, 3%
42

9. Are you satisfied from product information?
(In Number) (In %)
Agree 108 72
Neutral 12 8
Disagree 3 2
Total 150 100
Table No-9
2% 0%
8%
18%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
72%
Figure No-9
INTERPRETATION:
18% of the respondents strongly agree, 72% respondents agree, 8% are neutral, 2%
43

10. You have switched to a competing brand due to better delivery?
(In Number) (In %)
Strongly Agree 0 0
Agree 74 49
Neutral 76 51
Disagree 0 0
Total 150 100
Table No-10
0%
0% 0%
Strongly Agree
Agree
49%
Neutral
51%
Disagree
Strongly Disagree
Figure No-10
INTERPRETATION:
respondents disagree while 0% strongly disagrees with the same statement
44

11. You have switched to a competing brand due to sale services?
(In Number) (In %)
Strongly Agree 3 2
Agree 50 33
Neutral 90 60
Disagree 7 5
Total 150 100
Table No-11
0% 2%
5%
33%
Strongly Agree
Agree
Neutral
60%
Disagree
Strongly Disagree
Figure No-11
INTERPRETATION:
45

12. You prefer to take advantage of the scheme?
(In Number) (In %)
Agree 10 7
Neutral 44 29
Disagree 0 0
Total 150 100
Table No-12
0%
2%
29%
Strongly Agree
Agree
Neutral
62%
Disagree
Figure No-12
INTERPRETATION:
46

13. You have switched to a competing brand due to availability of product?
(In Number) (In %)
Strongly Agree 6 4
Agree 96 64
Neutral 45 30
Disagree 3 2
Total 150 100
Table No-13
2% 0%
4%
Strongly Agree
30%
Agree
Neutral
Disagree
Figure No-13
INTERPRETATION:
respondents disagree while 0% strongly disagree with the same statement
.
47

RESULTS AND FINDINGS
The following are the major findings of the study:
How do consumer make their decisions is one of the important factor from the
company s‟
point of view. The decision making of the consumer is influenced by many factors
like the information about the product, experiences, recommendations, etc.
Every marketer wants to know that which factor the customer most considered while
making the decision about the purchase. Which source of information is most
influence the customer decision. How past behaviour influence the consumer
decision-making and so on.
Today decision is taken by both men and women regarding many of the thing
included purchase of goods also. So marketer wants to know how men and women
make their decisions and in what respect they are different in decision making.
Because marketer have to influence who so ever take the decision
69% of the respondents strongly agree with product quality.
64% respondents disagree advertisement is effective and appropriate.
83 % respondents agree with complete detail on labelling.
60 % respondents agree with product features.
60 % respondents agreed that they are satisfied with PepsiCo..
57 % respondents agreed that they are satisfied with brand image of the product
77% are neutral satisfied with price of the products.
89% respondents agreed that they are aware of all products of PepsiCo..
72% respondents are agreed from product information.
49

LIMITATIONS OF THE STUDY
However the researcher has tried her best in collecting the relevant information for research
report, yet there have been some problems faced by the researcher. The prime difficulties
which researcher has faced in collection of information are discussed below:
Time Constraint: The time period for carrying out the research has been limited as a
result of which many facts have been left unexplored. So if more time had been
provided, the sample size would have been increased. The respondent would have
been given more time to fill the questionnaire.
Limited sample size: The sample size was only 150 which can't be regarded as true
representative of all employees working in service sector.
Unwillingness of respondents: While collection of the data many employees were
unwilling to fill the questionnaire. Respondents were having a feeling of wastage of
time.
Limited area for research: The area for study has been only selected organizations
area to represent emotional intelligence of employees of service sector.
Respondents’ bias: Due to the biasness on the part of respondents, data collected
may have been affected which further reduces the credibility of the findings.
Researcher’s bias: While analyzing the data, some biasness on the part of researcher
may have crept into the duty.
Despite of these difficulties, best efforts have been put to do the full justice with the
subject matter and in the completion of report.
51

HERE ARE FEW SUGGESTION
The following are the list of recommendations which are suggested by the researcher but they
are not conclusive.
Promotional activities should be adopted.
High quality of service should be adopted.
Proper database should be maintained in order to know the potential retailers.
The company should ensure that they provide the appropriate rates for their products.
Proper contacts should be maintained with distributors in order to increase the sales.
Company should do all its transaction in safe way so that it can build up the
confidence of retailers and can increase its retailer satisfaction.
The retailers are not aware of the facilities provided by the company meaning thereby,
that, the company should concentrate more towards promotional tools and increase its
focus on product and brand equity.
Company should pay more focus on customer and retailer and try to solve the
problems of customers and retailers in more personalized way. It would help of
company to increase the level of customer and retailers satisfaction.
53

CONCLUSION
Company should ensure proper promotional activities should be adopted in order to capture
maximum market share. The company should ensure that they provide high quality of service
in order to attract more and more customers and retailers. The cost of products should be less
as compared to the other products. The salesman should be trained to behave properly with
retailers as it has a significant impact on retailers satisfaction. The facilities provided by the
company should be luxurious enough to retain the retailers.
54

BIBLIOGRAPHY
Books
1. Kothari C R(2004), “Research Methodology-Methods & Techniques”, New Delhi: New
Age International (P) Ltd.,PP-185-186
2. Jain T.R. &Aggarwal S.C. (2004), “Statistics for MBA”, VK publication, New
Delhi,PP -1-3 Part b, PP-131-134.
3. Hair Joseph f. & Robert P. Bush (2005), “Marketing Research”, New Delhi: Kalyan
Publishers, PP-115-138.
4. Etzel J. Michael, Walker J. Bruce, Stanton J. William &Pandit Ajay
(2008),“Marketing Concepts & Cases”, 13
th
Edition, Tata McGraw Hill Publishing Co.
Ltd. New Delhi, PP- 418-430.
Journals & Magazine
1. SurajCommuri, Journal of Marketing, “Building consumer brand relationship:
(may 2008), PP-86-111
2. Grace, Debra and AronO’Cass, Journal of services Marketing, “Examination
services experiences and post –consumption evaluation(2004)”Vol.18 (6), 450-461
3. Chang, Pao-Long and Ming- HuaChieng”, Journal of Marketing, “Building
consumer brand relationship: A cross cultural experiential view Psychology and
marketing”Vol-12, (2008), PP-927-959
4. Itamarsimonson, Journal of Marketing, “determinants of consumer
purchasebehavior and loyalty”(January 2005);Vol.71, 19-35
5. R. S. Mani, Journals of marketing, “Organization Effectiveness in Management
Education Institutions”
Websites
1. Onlineavailablewww.esurveyspro.com/customer-statisfaction-
surveys.asinformation about questionnaire.
2. Onlineavailablehttp://www.google.co.in/#hl=en&sugexp=les%3B&gs_nf=1&pq=
&cp=11&gs_id=ro&xhr=t&q=customer+satisfaction&
http://en.wikipedia.org/wiki/Customer_satisfactionhttp://www.google.co.in/search?q=
customer+satisfaction&hl=en&prmd=imvnsb&source=lnms&tbm=isch&sa=X&ei=s
W9fUIn (regarding satisfaction introduction )
56

ANNEXURE
Questionnaire
Dear SirMadam
You are requested to fill in the below mentioned questions which I am letting filled for
my academic purpose. I assure you that the details provided by you will be used
confidentially only for academic purpose and not for any other malicious acts.
Respondents Profile
Name : ___________________________________
Age : ___________________________________
Place : ___________________________________
Occupation : ___________________________________
1. Are you satisfied with product quality?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
2. Do you think our advertisement is effective and appropriate?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
3. Are you satisfied with complete detail on labelling?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
4. Are you satisfied with product features?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
57

5. Are you satisfied with quality of PepsiCo.?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
6. Are you satisfied with brand image of the product?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
7. Are you satisfied with price of the product?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
8. Are you aware of all products of PepsiCo.?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
9. Are you satisfied from product information?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
10. You have switched to a competing brand due to better delivery?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
58

11. You have switched to a competing brand due to sale services?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
12. You prefer to take advantage of the scheme?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
13. You have switched to a competing brand due to availability of product?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
59

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