Consumer behaviour for soft drinks

MBA A1 (1st
SEMESTER) 2020-21
Submitted by Aishwarya Sinha
ROLL NO.-2044998
Consumer Behavior for Soft Drinks

AISHWARYA SINHA ROLL NO-2044998
CONTENT
Introduction
Literature Review
Methodology Research
Findings
Conclusion
Suggestions
Questionnaire

Introduction
The soft-drink industry incorporates organizations that
produce non-alcoholic refreshments and carbonated mineral
waters or thinks and syrups for the assembling of carbonated
drinks.
Soft products have been well accepted by consumers and
gradually overtaking hot drinks as the biggest beverage sector
in the world. Amidst the quickly developing soft drink interest,
the industry overall is encountering new opportunities and
challenges.
Changing purchaser requests and inclinations require better
approaches for keeping up current clients and drawing in new
ones because of weighty competition, the beverage
companies much focus towards customers and companies
have to offer high quality products, efficiently distribute them,
ensure safety and keep prices low all while stayingnimble
enough to exploit new markets by launching new products.
The major constituent of our body is fluid, it is an essential
requirement that need to be fulfilled. In modern life there are
different kind of soft drinks are available in market such as
carbonated drinks, juice, fruits drinks.

Now a days these drinks have been part of the life of all of us,
we all are well aware of these awards:
❖Mountain dew - darr ke aage jeet Hai
❖Coca cola - taste the feeling
❖Thumbs up - taste the thunder
❖Mazza - har ghoont ras bhara aam
❖Fanta - drink fanta, stay bamboocha
❖7UP - do more with 7up
❖Sprite - obey your thirst
Today soft drink not only reduce the thirst but also has
become style and fashion. The interest of survey is to know
what people like most about soft drinks and what attracts
them toward these products.

Literature Review
There are numerous studies on buying behaviour but there are
only few studies on buying behaviour towards soft drinks in a
study. The study examines regularly purchase products and
focused on largest supermarket assortment categories such as
carbonated soft drinks, canned soups, cereals. Within the
category, consumers often purchase multiple products and
multiple units of each alternative selected on a given trip.
Currently the world is rising competition where there are
numerous brands selling the homogenous products,
consumers have a plentiful number of choices and many
diverse factors influence their buying behaviour. In such a
scenario, this analysis can help in structuring and formulating
different strategies for maximizing profit. This study tried to
find the factors affecting consumer's buying behaviour, with
the focus on two commonly used products.
The brand and media played a significant role to influence
consumer towards a specific brand. Because of convenience in
carrying, tetra pack was most preferred one studied factor
influencing consumer preferences for milk. They were milk
quality, convenient availability, supply in quantity desired,
flavour, colour, freshness and mode of payment showed
higher levels of consumer satisfaction. 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 distinct stages of
development and highlights the importance of adopting a
“sensory marketing approach,” said the researchers from
French research organization.
The consumption of soft drinks is influenced by multiple
factors that can be categorised as environmental, social, and
personal factors. Additionally, when consumption is
dependent on multiple factors, an ecological approach to the
study of consumption behaviour has been suggested as the
most effective.

Methodology of The
Research
OBJECTIVES
1. To understand consumer perception toward soft drinks.
2. To understand purchase behaviour of consumer.
3.To understand relationship between demography of
population and purchase behaviour.
4. To understand what people prefer most towards soft drinks.
SIGNIFICANCE
To gain knowledge and this study will serve as a theoretical
model for future studies of the same nature if ever the existing
problem has penetrated in this case will exist in the future.
Future researchers will benefit from this study, and it will
provide them the facts needed to compare their study during
their respective time and usability.
RESEARCH
The primary data was obtained by administering survey
method, guided by questionnaire to the customers. The two
types of questions, were asked in the questionnaire such as
Rank and Multiple-choice questions. The Secondary data was

collected through articles, journals, magazines, newspapers
and internet etc. The study is restricted to five products of
Coco Cola brand such as Coco-Cola, Thumps up, Limca, Sprite
and Mazza. There were seven factors sorted out from previous
studies such as Taste, Price, Advertisement, Brand name,
Friends Circle, Quality and Availability.
Research Design Descriptive research
Research
Method
Survey method
Research
Instrument
Structured questionnaire
Sample size 82
Sample unit Geographical sample unit
Sampling Convenient sampling (non-probability)
Parameter of
interest
Most popular soft drinks among people. criteria
of selection of selection of soft drinks by people.
Data Collection
Data collection is a methodical process of gathering and
analysing specific information to proffer solutions to relevant
questions and evaluate the results. It focuses on finding out all
there is to a particular subject matter.
For collectors of data, there is a range of outcomes for which
the data is collected. But the key purpose for which data is
collected is to put a researcher in a vantage position to make
predictions about future probabilities and trends.

Consumer’s age group
Ages Frequency Percent Valid
percent
Cumulative
percent
0-10 03 2 2 2
10-20 08 10 10 12
20-30 60 73 73 85
30-40 05 6 6 91
40-50 02 4 4 95
50-60 04 5 5 100
Total 82
4%
10%
73%
6%
2% 5%
Consumer's age group
0--10 10--20 20--30 30--40 40--50 50--60

Assumed Mean Method
The formula of the assumed mean method is:
Here,
a = assumed mean
fi = frequency of 6th class
di = xi – a = deviation of 6th class
Σfi = n = Total number of observations
Ages Frequency xi di = xi – a fi di
0-10 03 5 -2 -6
10-20 08 15 -1 -8
20-30 60 25=a 0 0
30-40 05 35 1 5
40-50 02 45 2 4
50-60 04 55 3 12
n=82 Σfi di = 7
Mean= 25+(10*7)/82
= 25+0.85
= 25.85

Median
Here,
l = the lower limit of the median class
n = total frequency
cf = the cumulative frequency of the preceding the
medium class
f = the frequency of the median class
h = the magnitude of median class
Ages Frequency cf
0-10 03 3
10-20 08 11=cf
20-30 60 71
30-40 05 76
40-50 02 78
50-60 04 82
n=82
Median= 20+(82/2-11) *10/60
= 20+(41-11) *10/60
= 20+300/60 =20+5
= 25

Mode
Here,
l = lower limit of the modal class
f1 = Frequency of the modal class
f0 = Frequency of the class just preceding the modal class
f-1 = Frequency of the class just succeeding the modal
class
c = the magnitude of median class
Ages Frequency
0-10 03
10-20 08=f-1
20-30 60=f0
30-40 05=f1
40-50 02
50-60 04
n=82
Mode=20+10[(60-8)/(2*60-8-5)]
= 20+10*(52/107)
= 20+4.85 =24.85

Consumer’s occupation
Occupation Frequency Percent Valid
percent
Cumulative
percent
Businessman 5 6.1 6.1 6.1
Student 58 70.7 70.7 76.8
Private job 8 9.8 9.8 86.6
Government
job
5 6.1 6.1 92.7
Other 6 7.3 7.3 100
Total 82

Gender of consumer
Gender Frequency Percent Valid
percent
Cumulative
percent
Male 38 46.3 46.3 46.3
Female 44 53.7 53.7 100
Total 82
Do you consume soft drink?

Preference of soft drinks
Soft drinks Frequency Percent Valid
percent
Cumulative
percent
Coca cola 14 17.3 17.3 17.3
Pepsi 7 8.6 8.6 25.9
Thumbs up 9 11.1 11.1 37
Fanta 1 1.23 1.23 38.23
Slice 5 6.17 6.17 44.4
Mazza 14 17.3 17.3 61.7
Sprite 12 14.8 14.8 76.5
Limca 2 2.5 2.5 79
Fruity 2 2.5 2.5 81.5
7 up 3 3.7 3.7 85.2
Mountain
dew
5 6.17 6.17 91.37
Mirinda 1 1.23 1.23 92.6
Dr. Pepper 0 0 0 92.6
Frooti 6 7.4 7.4 100
Total 81

Consume soft drink
Consume
Soft drinks
Frequency Percent Valid
percent
Cumulative
percent
Daily 4 4.9 4.9 4.9
Less than 5
times
54 66.7 66.7 71.6
6-10 times 16 19.8 19.8 91.4
10-15 times 5 6.1 6.1 97.5
More than
15 times
2 2.5 2.5 100
Total 81

Prefer soft drink most
When
prefer Soft
drinks
percent
Cumulative
percent
Feeling
thirsty
11 13.4 13.4 13.4
Party or
celebrations
25 30.5 30.5 43.9
Without any
reason
28 34.1 34.1 78
With guests 7 8.6 8.6 86.6
Other 11 13.4 13.4 100
Total 82

Package preferred by consumer
Packaging Frequency Percent Valid
percent
Cumulative
percent
PET bottle 34 42 42 42
Small can 30 37 37 79
Glass bottle 17 21 21 100
Total 81
Does consumer always consume same soft
drink?

Purchases from which place
Places Frequency Percent Valid
percent
Cumulative
percent
Canteen 2 2.5 2.5 2.5
Restaurants 7 8.5 8.5 11
Bus stand 0 0 0 11
Nearby
store
64 78 78 89
Movie
theater
2 2.5 2.5 91.5
Other 7 8.5 8.5 100
Total 82

Consumer attracts towards advertisement
Advertisement Frequency Percent Valid
percent
Cumulative
percent
To lesser
extent
15 19 19 19
To less extent 16 20.3 20.3 39.3
Neutral 45 57 57 96.3
To great
extent
3 3.7 3.7 100
To greater
extent
0 0 0 100
Total 79

Time of consumption
Time
consumption
percent
Cumulative
percent
Morning 0 0 0 0
Afternoon 10 12.2 12.2 12.2
Evening 20 24.4 24.4 36.6
Night 3 3.6 3.6 40.2
No fix time 49 59.8 59.8 100
Total 82
Consuming soft drinks has negative effect
on your health

Findings
· Majority of respondents are female.
· Most of the respondents belong to the age
group of 20 to 30.
· Most of the students prefer soft drinks.
· During survey we know most of the people
prefer Coca cola and Mazza.
· Many customers prefer soft drink without any
reason.
· Many customers prefer PET bottle.
· Most of them purchase soft drink from nearby
store.
· There is no fix time for drinking soft drink.
· Most of the customer knows the negative
effect of soft drinks on health but still they
drink.

Conclusion
1.Youngsters prefers carbonated drinks whereas most of
older and service people prefers juice and milk products.
2.Brand name plays major role in selection of product
followed by taste and flavour.
3.Most of the consumer were found in age group 20-30
years with 73.17%,10-20years with 9.77.
4.The view of consumer on the consumption of the soft
drink on the basis of time is as follow, No specific time
59.8%, evening 24.4%, afternoon 12.2%, morning 0%,
night 3.6%.
5.We came to conclusion that visibility affects the sales in
a very special way and in term of advertisement the brand
ambassador, creativity, Idea of sending message is most
attracting feature.
6.In today’s scenario customer is the King, they have got
various choice around him, they prefer their taste and
price.

Suggestions
❖ They should make such a slogan that attracts the
consumers of all ages and gender.
❖ They should keep in mind the different age groups.
❖ As the demand of carbonated drink is more, they should
use this point for attracting customers.
❖ They should ensure the availability of soft drinks around
playground etc because people use soft drinks when they
feel thirsty.
❖ They should attract people by a most likes ambassador.

Questionnaire

Link of questionnaire:
https://docs.google.com/forms/d/e/1FAIpQLSdxQpzs3eLWM
oNnVGg2akLYAdUmDg_tFmOGsOxx5EaaVFt6BA/viewform?v
c=0&c=0&w=1&flr=0

Consumer behaviour for soft drinks

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