This document discusses a study analyzing consumer perceptions of Pepsi in India. It provides background on Pepsi's entry into India and market share. The study aims to understand the reasons for Pepsi's declining sales. It describes the research design as exploratory and descriptive. A survey of 36 people in Greater Noida was conducted to collect primary data. The data analysis finds that Coca-Cola is preferred over Pepsi. Taste is the main factor influencing soft drink choice. Modifying pricing is suggested to promote Pepsi sales as prices are rising while quality remains the same. Most respondents felt a past news report on pesticides did not affect Pepsi's reputation.

1. D.Rengaraj
Assistant Professor
Department of Commerce
SRMIST-CSH

2. In the modern urban culture consumption of
soft drinks particularly among younger
generation has become very popular. Soft drinks
in various flavors and tastes are widely
patronized by urban population at various
occasions like dinner parties, marriages, social
get together, birthday calibration etc. children
of all ages and groups are especially attracted by
the mere mention of the word soft drinks.

3.  PepsiCo is one the largest companies in the U.S.
It figures amongst the largest 15 companies
worldwide according to the number of
employees hired. It has a U.S. Fortune rank of
50.The company profits for 1997 were $2.14
billion on revenues of $20.92 billion and Pepsi is
bottled in nearly 190 countries. PepsiCo is a
world leader in convenient snacks, foods and
beverages with revenues of more than $43 billion
and over 198,000 employees. It has scores of big
brands available in nearly 150 countries across
the globe.

4.  PepsiCo gained entry to India in 1988 by creating
a joint venture with the Punjab government-
owned Punjab Agro Industrial Corporation (PAIC)
and Voltas India Limited. This joint venture
marketed and sold Lehar Pepsi until 1991, when
the use of foreign brands was allowed; PepsiCo
bought out its partners and ended the joint
venture in 1994. Others claim that firstly Pepsi
was banned from import in India, in 1970, for
having refused to release the list of its
ingredients and in 1993, the ban was lifted, with
Pepsi arriving on the market shortly afterwards.

6. Problem statement: Problem statement is defined as the
reason for which the research is being made.
Problem: Perception of consumers towards Pepsi as the market
is declining.
Objective: To analyze the reason behind the decline in sales of
Pepsi
Research Design: Research design involves the sequence of
steps used in performing a research. Decisions regarding what,
when, where, how much, by what means concerning an
enquiry or a research study constitute a research design.

7. Sampling: Sampling is a technique of choosing respondents for
the market research, this size of sample represents the target
population.
Here we are having 36 people as our sample out of which 12 are
male respondents and 24 are female respondents. We assume
that these set of people are representing whole population.
Type of research we will perform here is both exploratory and
descriptive.

8. Exploratory research: This research is being conducted to have
better understanding of a situation. Researchers hope to
produce hypotheses about what is going on in a situation.
Problem is not defined here and we can ask open ended
questions.
Descriptive research: This research is used to describe
something like relationship between two variables,
characteristics of users of a given product, about the target
customer of a given product. Here problem is defined variables
are not defined.
We are using exploratory research to have deep understanding
about the problem and to know views of our target customer,
their feeling and ease of comfort towards our product.

9. Methods of collecting Data
Data here is collected by observation and by doing
surveys. Survey method of data collection is used
because in a market we can gather a wide range of
valuable information on over consumer behavior for a
product.
Survey is done at IILM, GREATER NOIDA.

10. Sources of Data collection
Primary data: Primary data is data that consists of new data
collected by primary sources. E.g.: Questionnaire
Secondary data: Secondary data consists of data collected from
secondary sources like books, internet, journals, newspaper and
company’s magazines.
Here we have used Questionnaire as primary data and books,
journals, company’s magazines, research papers and internet as
secondary data.

11. Data Analysis and Interpretation
Data Analysis: Data analysis is a method of interpreting all the
collected data in response to our research survey. Here we will do
some calculations based on the information collected and
interpret it to make conclusion.

12. Brand Respondent frequency percentage
Pepsi 8 22%
Coca-cola 10 27%
Seven up 3 8.33%
Fanta 7 19.44%
Maaza 5 13.88%
Sprite 3 8.33%
Total= 36
1) Preference of Pepsi over other brand
Total no of respondents= 36
Mean= 36/6; mean=6
We can conclude from the above table that people prefer Coca-cola over
Pepsi as percentage of population having Pepsi as their choice is 22%
while that of coke is 27%

13. 2) To analyze the satisfaction level of people towards Pepsi
Parameters Respondent percentage
Excellent 8 22%
very good 9 25%
Good 12 33.33%
Neither good nor bad 5 13.88%
Bad 2 5.55%
22% of Population is highly satisfied by the performance of Pepsi.

14. 3) To analyze reason behind customer preference of soft- drink
Preference Respondent
Taste 20
Color 4
Advertisement 5
Schemes 4
Easy availability 3
55.55% preferred taste for choosing a soft-drink.

15. 4) To analyze the parameters for modification to promote sales of Pepsi
Parameters Respondents
Quality 8
Price 12
Advertisement 5
More flavor 9
Other specified 2
33.33% of total Population thought modification in pricing should be done because
price is rising day by day and quality remaining same.

16. Percentage Yes No
30.55% 69.44%
5) To check news of pesticide affected Pepsi reputation or not?
69.44% people believe pesticide news has no effect on reputation of Pepsi.

17. THANK YOU