This document provides a synopsis for a study on the drivers of brand selection and their impact on brand loyalty in the soft drink market of Gurgaon, India. The study aims to identify the key factors that influence consumers' brand choices for soft drinks and how these factors affect brand patronage. A literature review found that soft drink brands like Pepsi and Coca-Cola dominate the Indian market. The research methodology involves a questionnaire distributed to 100 respondents in Gurgaon across different age groups to collect both qualitative and quantitative data, which will be analyzed using bar graphs. The study period is two months from March to April 2016.

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A
SYNOPSIS
ON
Drivers for brand selection and their impact of brand patronage- A Study of Gurgaon
Submitted in the partial fulfillment of the requirement for the award of degree of
MASTER OF BUSINESS ADMINISTRATION (MBA)
To
AMITY UNIVERSITY HARYANA
SUBMITTED TO: - SUBMITTED BY:-
Dr. Deependra Sharma Anoop Mishra
Asst. Professor,ABS MBA (Marketing & Sales) 3rd
sem
Amity University Haryana A50002214003
AMITY BUSINESS SCHOOL
2014-16

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PERFORMA FOR APPROVAL OF PROJECT PROPOSAL
Name of the Student : Anoop Mishra
Class roll no. : A50002214003
Institute’s Name : Amity Business School
Title of the project : Drivers for brand selection and their impact of brand patronage -A study
of Gurgaon
Subject Area : Indian soft drink market
Name and Designation of : Dr. Deependra Sharma
the Supervisor – Asst. Professor, ABS
Signature of the Supervisor Signature of the Student
Signature of the Director
Date:-

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SYNOPSIS APPROVED NOT APPROVED
Comments/Suggestion for reformulating the project:-
Authorized Signatory Date:

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TABLE OF CONTENTS
Topic Page no
 Introduction 5
 Significance of the study 5
 Objectives of the study 6
 Review of existing literature 6
 Research Methodology 7
 Limitations of the study 7
 Reference 7

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Introduction-
Source-(On internet, magazines, News paper)
With the economic liberalization in India a number of global companies have been coming forward to
invest in India and tapping perhaps and world's biggest growing market. As the floodgates have been
opened up for multinational Companies, the global giant Coca-Cola also decided to make an entry into the
Indian market. In India, the per capita consumption of soft drinks is at rock bottom level even less than our
neighboring countries Pakistan and Bangladesh, where it is four times as much.
The last summer is particularly sweltering one, with temperatures hitting the high 40'c in some places yet;
bottles were disappearing from shelves faster than they could be replaced. In the peak season, they found
themselves short of capacity and having to turn around their trucks faster and faster to slake the greater
Indian thirst.
With growth rates zooming into the double digits, bottlers have been propelled into expanding capacities,
with their big-time plans, the multinationals have changed the face of this business, long dominated by
small businessman.
If demand continues to increase annually at an average of 20 percent, then volumes could reach one billion
cases within ten years. These are ambitious targets and to reach them the cola makers will have to build
capacity, infrastructure, make their bottlers more available and more affordable. There are approx5,00,000
retailers stocking soft drinks in India.
Also, soft drinks which retail at anywhere between Rs.9.00 and Rs.12.00 are expensive when measured
against purchasing power.
As they concoct their strategies, keeping an eye on each other all the time, ultimately there's only one guy
they have to watch out for, who will determine their fortunes: the consumer. The real race to quench his
thirst has just begun
Significance of Study-
The main aim of this research study is to analyze the preference of people (of different age groups) on
consumption patterns of Soft Drinks and Consumer Awareness regarding the soft drinks.

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Objectives –
1- To identifying the drivers which the consumers consider while selecting to particular brand in respect to
soft drinks.
2- To find out the impact that these drivers have on establishing the brand patronage.
3- To understand the Promotional Strategies
Review of Existing Literature-
Soft Drinks were common preference among all the individuals before juices were being introduced, with
the changing lifestyle and income levels, people are shifting their consumption patterns
The size of the Indian food processing industry is around $ 65.6 billion, including $20.6 billion of value
added products.
According to market survey the total Indian soft drink (carbonated beverages) market is estimated at 284
million crates a year. The market is highly seasonal in nature with consumption varying from 25 million
crates per month during peak season to 15 million during off-season. The market is predominantly urban
with 25 per cent contribution from rural areas. Coca-Cola and PepsiCo are the main brand of Indian soft
drinks market.
Now A days all soft drink manufacturer company establish and expand his brand with the help of various
product like PepsiCo launch “Nimbooz” similarly coca cola launch die t coke and also launch fruit flavor
soft drink “Fanta” these are some examples every company want to increase the market share so they
launch the new product in time to time.
Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and Coca-
Cola dominating the market. The entire part of the drink is based on its artificial flavors and sweetening.
Here I am adding some previous researcher view in soft drink market in India.
 Gupta (2007) studied the coke & Pepsi’s rural drive to push sales. Soft drink giants Coca-Cola&
Pepsi have signed on thousands of new retailers in a drive into rural India that has pushed up sales
steeply. Coca-Cola has made its beverages available in 40,000 additional villages in the last 3
years
 Bharadwaj (2009) “consumer behavior in soft drink” discussed that consumer behavior is
divided into three sub categories, consumption behavior, and purchase behavior and attitude
perception. The consumer behavior differs with age and the life style.
In India there are many Soft drink brands
 Pepsi
 Coca cola
 Maaza
 Thumps up

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Research methodology-
Methods- A quantitative method was applied, and thus a questionnaire with 100 respondents on the local
market was conducted by using simple Random Sampling.
The respondents were divided into three different age groups: ≤ 20, between 20-35, and ≥ 35.
Random Sampling consists of
• Demographic Segmentation
• Use-Related Segmentation
Data analysis procedure-
1. Data Analysis is done both qualitatively and quantitatively.
2. The analysis is presented pictographically using bar graphs.
Period of study-Two Months (Mar-Apr, 2016)
Data collection instruments-Primary Data-Questionnaire
Secondary Data-News Paper, Magazines,
Limitations of the study
1. The study is conducted with in the particular specific area.
2. The accuracy and authenticity of statistics depends of the accuracy of the second information gathering
from primary source itself.
Therefore, the limitation of the secondary source is also bound to be present in the analysis too.
References-
 http://en.wikipedia.org/wiki/Beverage(3 March, 2016)
 www.foodindustryindia.com(3 March, 2016)
 www.google.com(3 March, 2016)
 “Khan Matin , Consumer behavior”
 “Coney Hawkins Best, Consumer Behavior” Pearson publication
 Gupta, p.(2007) Factor affecting Buying Behavior of Consumers in Soft Drinks products, Global
journal managements and business studies ISSN2247-9876,3(6),785791.
 Bhardwaj.s, Mukharjee.A,(2009)a are Indian consumer brand conscious? Insight for global
retailers Asia pacific general of marketing and logistics, 24(3), 482-499.

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