1. REPORT
OF
WINTER PROJECT
ON
ANALYSIS OF BRAND PREFERENCE OF
SOFTDRINKS IN THE GLOBAL MARKET
Submitted to:---- Submitted to:--
MS.RUPALI SWATI KATHPAL
MBA(FACULTY) MBA/05/49
N.C. COLLEGE OF ENGENEERING, ISRANA(PANIPAT)
1

2. AKNOWLEDGEMENT
First & foremost, I am very thankful to Ms.Rupali (Project Guides) who
shown keen interest in project and guided me in project work.
Further, I would also like to thank all the Peoples of Panipat and that all are
responded to survey, without whom it would be impossible for me to
complete the project.
Last but not the least, my sincere regards to Mrs. Pooja Walia (H.O.D, MBA
Deptt.) and all faculty members of N.C College Of Engineering Israna
(Panipat)for their pain stalking supervision and down right suggestions
which brought a lot of confidence in me to complete this dissertation report.
2

3. EXECUTIVE SUMMARY
One of the most competitive market in the world at present is the soft drink
market in which crores of rupees on advertisement and other promotion
activities are being spent.It is one of the many sectors ,registering steady
growth over a hundred years throughout the world .In India the soft drink
industry is flourishing well with a wide range of brands comprising both
popular-international ,national & regional branded soft drinks. In present
investigation , the impact of globalisation on brand preference of soft drinks
& the factor determining the brand preference are studied.
Primary data has been collected regarding present study of soft drinks
through questionnaire in Panipat city.
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4. DECLARATION
I, Swati Kathpal, hereby declare that the Dissertation on “Analysis of Brand
Preference of Soft Drinks in Global Market”, Panipat assigned to me for the
requirement of partial fulfillment of “Master of Business Administeration
(MBA)” under Kurukshetra University, Kurukshetra. It is the original work
conducted by me and data provided in this study is authentic to the best of
my knowledge and belief.
This report is not submitted to any other institute or university for the award
of any other degree.
Swati Kathpal
MBA
NCCE, Israna.
4

5. INDEX
CONTENTS PAGE NO
AKNOWLEDGEMENT 2
EXECUTIVE SUMMARY 3
DECLARATION 4
INTRODUCTION TO TOPIC 6
SOFT DRINK INDUSTRY & ITS BRANDS 9
OBJECTIVE OF STUDY 17
RESEARCH METHODOLOGY 19
ANALYSIS & INTERPRETATION 22
RESULTS & DISCUSSIONS 27
LIMITATIONS OF STUDY 30
CONCLUSIONS & SUGGESTIONS 32
BIBLIOGRAPHY 34
5

6. INTRODUCTION
TO TOPIC
6

7. INTRODUCTION TO TOPIC
The Indian soft market is very wide & big to control ,as India has all types
of seasons & different locations with different cultures . Soft drink industry
is a massive industry with a stiff competition. All people , irrespective of
their age & earnings , consume soft drinks & are interested in making their
own choice of soft drink brand.
In modern business world , due to the development of science &
technology , many new brands of products flood the market every year.
When the new brands enter into market , some consumer switch over to it.
Hence, a study on brand preference becomes necessary. The purchase
decision largely depends upon taste, quality, quantity, price, availability &
the like.
Due to globalisation , there are many soft drink brands available in the
market such as:
INTERNATIONAL BRANDS
COCA COLA BRANDS
• Coca-cola
• Fanta
• Sprite
• Gold spot
• Limca
• Maaza
• Thumbs up
PEPSI BRANDS
7

8. • Pepsi
• Mirinda
• Slice
• Lehar 7up
NATIONAL BRANDS
• TORINO
• BOVONTA
LOCAL BRANDS
• EYE BRAND
• KALIMARK
• RUBY
In current scenario, where the competition is tough, consumer choose
according to their own will & pleasure & hence there exists a preference
of brand. The company can achieve the objectives & complete in the
market, only when they satisfy the needs of the customer by taking into
account their reasons for brand preference, factors influencing it, level of
satisfaction, complaints & suggestions.
8

9. INTRODUCTION
TO
SOFT DRINKS
9

10. INTRODUCTION OF SOFT DRINKS
A detailed analysis of the soft drinks market, providing forecast data to
2007.The report examines key local trends in soft drinks , with an emphasis
on providing quality primary research data , obtained directly from major
players in the industry . It establishes the market size & structure , provides
analysis of current market trends , & profiles the industry’s major players .
The Soft Drinks industry & the childhood obesity debate – management
briefing : The childhood obesity debate affects & is affected by the Soft
Drinks industry . This briefing provides both an account of current public
health thinking on the problems & causes of rising childhood obesity , along
with the views & actions of the soft drinks industry in response to what is
undeniably a serious problem in many countries . The report presents a brief
overview of what public health community expects from the industry’s of
soft drinks . The report examines what the soft drinks industry has done , is
doing & will have to do in future , both at a collective & a company level ,to
address the problems , engage in the debate & counter negative publicity . In
particular , the report examines similarities between the situation the soft
drinks industry find itself in & the alcohol companies position with in the
debate surrounding the adverse social & health consequences of alcohol
misuse , & where best practice in the area of corporate social responsibility
(CSR) might be shared between the two sector. As with alcohol companies ,
the soft drinks industry has to be & be seen to be part of the solution & not ,
as it is currently viewed by some , part of the problem .
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11. SOFT DRINK
INDUSTRY & ITS
BRAND
PREFERENCE
11

12. SOFT DRINK INDUSTRY
Soft Drink Industry is one of the most familiar Industry , which is affected
by the globalization process to a great extent . Due to the impact of
globalization , many International Brands have entered into the local
market . In Tamilnadu also the impact of globalization on different Brands
of Soft Drink is expected to be very high & deserves to be studied . Today
most of the International Companies are successful are in Soft Drink Market,
Because they spend huge amount on Advertisement & provide attractive
offer to customers. All people, especially Teenagers are stimulated by these
factors. In this Scenario, Local Brands are not able to spend much amount
for improving their sales to stand the competition. Local Brands are
available only in petty shops. The People of both semi urban & Urban areas
don’t like the Local Brands of Soft Drinks, because they prefer only
International & National products of Soft Drinks .
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13. CLASSIFICATION OF SOFT DRINKS
BRANDS AVAILABLE IN MARKET
Through Investigation a study is made about the Brand preference of Soft
Drinks in Globalised Market.
BRANDS:
1. INTERNATIONAL BRAND:
The Investigation has classified the international brand users of soft
drinks. Coca-Cola & Pepsi are the important players in MNCs.
From survey it is analysed that :
58.06% respondents prefer Pepsi Brand
41..94% respondents prefer Coca-Cola
PEPSI BRAND PREFERENCE:
Pepsi company manufacture different Brands like:
• PEPSI
• MIRINDA
• SLICE
• LEHAR
• 7UP
The Pepsi Brand meet heavy competition with other Brands.
44.44% respondents prefer Pepsi
25.56% respondents prefer Mirinda
22.22% respondents prefer Slice
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14. 7.78% respondents prefer Lehar & 7up
COCA-COLA BRAND PREFERENCE:
Coca-cola company manufactures different Brands like:
• FANTA
• MAAZA
• LIMCA
• THUMS UP
• SPRITE
• GOLD SPOT
• COCA-COLA
27.69% respondents prefer Fanta
23.08% respondents prefer Coca-cola
18.46% respondents prefer Sprite
15.38% respondents prefer Maaza
7.70% respondents prefer Limca
6.15% respondents prefer Thums up
1.54% respondents prefer Gold Spot
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15. 2. NATIONAL BRAND PREFERENCE:
Through Investigation it is analysed the Brand preference of National
Brand consumers of Soft Drinks . National Brand plays an important role
in Soft Drinks Markets in India. These brands are also affected due to
Globalisation.
NATIONAL BRANDS:
• Torino
• Bovonta
Through Survey it is analysed that :
58.33% respondents prefer Torino
41.67% respondents prefer Bovonta
After Globalisation nearly 60% of respondents consume Torino among
the National Brands.
15

16. 3. LOCAL BRAND PREFERENCE:
The Local Brands of Soft Drinks face stiff competition after
Globalisation . Because of the Globalisation many International Brands
havecome into Local Market . The Local Brand preference is studied .
LOCAL BRANDS:
• EYE BRAND
• KALI MARK
• RUBY
Through survey it is analysed that:
57.14% respondents prefer Eye Brand
28.57% respondents prefer Kali Mark
14.29% respondents prefer Ruby
16

17. FACTORS INFLUENCING BRAND
PREFERENCE:
Today, the Business World is characterized by heavy competition . Many
firms are manufacturing the same product with different Brand names & at
the same time the same firm is producing different Brands of the same
product . Brand preference among the consumers may be related to the
Personal attributes like age , educational qualifications , occupational status
& monthly income .
AGE WISE CLASSIFICATION
Different age groups have different Physiological & Psychological
characteristics & have quiet dissimilar social-cultural roles. So, to identify
their behaviour , the age of the respondents needs due consideration . The
investigation have made an attempt to find out relationship between the
respondent’s age groups & their Brand preference .
To test the Hypothesis that there is no relation between age group &
Brands , ANOVA is used. The investigation have concluded that the Brand
is not affected by the age group of the consumers .
Thus, F-Test shows that there is no association between age of the
respondents & their Brand preference .
EDUCATION WISE CLASSIFICATION
The educational profile of the consumer will affect their Brand preference .
It is a known fact that, the educated people have more awareness about the
Business environment & different products & hence they may prefer a
Brand . Identifying the educational level of the Soft Drink consumers & the
Brand preference is one of the aims of the study . The investigation have
made an attempt to find out the relationship between education of the
respondents & their preferred Brands .
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18. To test the Hypothesis that there is no association between education &
Brand , ANOVA is used .The investigation have concluded that between the
Brands there is no difference .
Thus F-Test shows that , there is no association between education of the
respondents & their Brand preference .
OCCUPATION WISE CLASSIFICATION
The consumer behaviour is often influenced by occupational status of the
consumers . Occupation of consumers influences Brand preference & tends
ton place consumers in cultural & social background categories at important
times during their lives . The investigation have made an attempt to find out
relation between occupation wise classification of the respondents & their
preferred Brands .
To test the Hypothesis that there is no association between Occupation &
Brands , ANOVA is used . The investigation have concluded that the Brand
preference does not vary with the occupation of the Soft Drink consumers .
Thus the F-Test shows that , there is no association between occupation of
the respondents & their Brand preference .
INCOME WISE CLASSIFICATION
The income level of the respondents is yet another factor which determines
the Brand preference . Change in the consumer behaviour differs with the
change in consumer income . The researchers have made an attempt to find
out the relation between the monthly income of the respondents & their
preferred Brands .
To test the Hypothesis that there is no association between income level &
Brands , ANOVA is used . The investigation have concluded that between
the Brands there is difference. The investigators have concluded that the
income level of the consumers affects the Brand.
Thus, the F- Test shows that there is association between income level of the
respondents & their Brand preference .
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19. INTERNATIONAL
BRAND
19

20. PEPSI
The company consist of frito-Lay North America , Pepsi co Beverages North
America , Pepsi co International & Quaker Foods North America . Pepsi co
brands are available in nearly 200 countries & territories & generate sales at
the retail level of about $ 85 billion .
Many of Pepsi co’s Brand names are more than 100-years-old , but the
corporation is relatively young . Pepsi co was founded in 1965 through the
merger of Pepsi – Cola & Frito-lay . Tropicana was acquired in 1998 &
Pepsi co merged with Quaker Oats Company , including Gatorade , in 2001.
Pepsi co offers product choices to meet a board variety of needs &
preferences from Fun -for -you items to product choices that contribute to
heathier lifestyles .
Pepsi co’s mission is “To be the world’s premier consumer products
company focused on convenient foods & Beverages . They seek to produce
healthy financial rewards to investors as they provide opportunities for
growth & enrichment to their employees , their business partners &
communities in which they operate . And in everything they strive for
honesty , fairness & integrity .
Pepsi Co is founded by Donald M. Kendall , President & Chief Executive
Officer of Pepsi Cola & Herman W.Lay , Chairman & Chief Executive
Officer of Frito-Lay , through the merger of 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-
Lay Company , founded by Elmer Doolin in 1932, & 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 & Chief Executive Officer .The new Company reports
sales $510 million & has 19000 employees .
20

21. MAJOR PRODUCTS OF PEPSI
PEPSI-COLA COMPANY : Pepsi-Cola Company (formulated in 1898)
• Diet Pepsi (1964)
• Mountain Dew (introduced by Tip Corporation in 1948)
Frito-Lay , Inc. : Fritos brand corn chips ( created by Elmer Doolin in
1932)
• Lay’s brand potato chips ( created by Herman W. Lay in 1938 )
• Cheetos brand cheese flavoured snacks ( 1948 )
• Ruffles brand potato chips ( 1958 )
• Rold Gold brand pretzels ( acquired 1961 )
21

22. COCA-COLA
The product that has given the world its best known taste in Atlanta ,
Georgia , on May 8 , 1886 . Dr. John Stith Permberton , a local pharmacist ,
produced the syrup for Coca-cola R & carried a jug of the new product down
the street to Jacobs’ Pharmacy , where it was sampled , pronounced
“excellent” & placed on sale for five cents a glass asa soda fountain drink .
Carbonated water was teamed with the new syrup to produce a drink that
was “ Delicious & Refreshing” a theme that continues to echo today
wherever Coca-cola enjoyed .
Thinking that the two Cs look well in advertising , “ Dr. Pemberton’s partner
& bookkeeper ‘ Frank M. Robinson , suggested the name & penned the now
famous trademark “ Coca-cola” in his unique script . The first newspaper ad
for Coca-cola soon appeared in The Atlanta Journal , inviting thirsty citizens
to try “ the new & popular soda fountain Drink”. Hand – painted oilcloth
signs reading “Coca-cola” appeared on store awnings , with the suggestion
“Drink” added to inform passersby that new beverage was for soda
foundation refreshment . During the first year , sales averaged a modest nine
drinks per day .
Dr. Pemberton never realized the potential of the beverage he created .
22

23. OBJECTIVE OF
STUDY
OBJECTIVE OF STUDY
# To study the profile of soft drink consumers.
# To determine brand preference of soft drinks in the
global environment.
# To find out the factors influencing brand preference.
23

24. # To analyze the level of satisfaction of soft drink
consumers.
24

25. RESEARCH
METHODOLOGY
25

26. RESEARCH METHODOLOGY
Research Methodology in a way is systematic representation of research or
any other problem. It is a written game plan for conducting research. It tends
to describe the step taken by a researcher in studying the research problem
along with a logical background.
1. SPECIFY THE RESEARCH OBJECTIVE
*To give information to customer.
*To study level of satisfaction.
*Determine brand preference of soft drinks.
2. PREFERENCE THE LIST OF NEEDED
INFORMATION
Personal factors like age, educational qualification, occupational status &
monthly income of consumer influence the brand preference & an
association exists between the variables.
3. DESIGNING THE DATA COLLECTION
PROCESS
PANIPAT district is one of main district of Haryana. Using convenient
sampling technique from 250 respondents, during the period 2005-2006 ,
primary data was collected. All type of customers are included . Data
collected were analysed statistically.
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27. 4. SELECTING THE SAMPLE SIZE
Taking the sample of the study was not easy task. The objective and the
limitation of the study have to be kept in mind before decided about the
sample type.
In the sample type all level of its consumers have with been covered.
Basically the present customers as well as prospective customers were
questioned help of the questionnaires.
5. ORGANIZING & CARRYING OUT FIELD WORK
After decided upon the sample size & preparing the questionnaire,
the fieldwork has to be carried out. In the field work the place had to be
chosen where you want to do your study. This project survey work was
carried out in the Panipat city.
6. ANALYZING THE COLLECTED DATA
After the survey work was over & data had been collected the
analyzing of the data must & its graphically representation was needed. So
after the data collection process step by step analysis of data was done. On
the basis of the analysis.
27

28. ANALYSIS &
INTERPRETATION
28

29. ANALYSIS & INTERPRETATION
Profile of the Respondents
AGE NO. % EDUCATION NO. % OCCUPATION NO. % INCOME NO. %
0-20 110 44 ELEMENTARY 16 6.4 COOLIE 16 6.4 BELOW6000 122 49.8
20-30 80 32 HIGHER 105 42 GOVT. EMPLOYEE 18 7.2 6000-9000 64 25.6
SECONDARY
30-40 34 13.6 GRADUATE 81 32.4 PVT. EMLOYEE 40 16 9000-12000 36 14.4
40 above 26 10.4 POST 26 10.4 BUSINESS MAN 20 8.0 12000-15000 20 8.0
GRADUATE
22 8.8 PROFESSIONAL 12 4.8 ABOVE1500 8 3.2
0
STUDENT 116 46.4
HOUSE- WIFE 18 7.2
TECHNICAL 10
TOTAL 250 100 TOTAL 250 100 TOTAL 250 100 TOTAL 250 100
29

30. Brand Preference of Soft Drinks
BRAND NO. OF PERCENTAGE
RESPONDENTS
LOCAL BRAND 35 14.00
NATIONAL BRAND 60 24.00
INTRNATIONAL 155 62.00
BRAND
TOTAL 250 100.00
30

31. LEVEL OF SATISFACTION
To analyse the level of satisfaction of the consumers towards the Soft
Drinks, an Investigation has been made .
%age LEVEL OF SATISFACTION
40% Highly satisfied with quality of Soft Drinks.
28.80% Highly satisfied.
28% Moderately satisfied.
3.20% Satisfied to lowest extent.
40% of the Consumers are very highly satisfied with the quality of Soft
Drinks.
CORRELATION ANALYSIS
31

32. The Price & satisfaction level play the most important role in the purchase
of Soft Drinks . The level of Satisfaction of Consumers are measured as
high, medium & low . The following Hypothesis is framed i.e. there is a
close relationship between Price & Satisfaction level . To test this
Hypothesis , the Correlation analysis is used .
The result of correlation analysis is r= 0.70 since, there is a fairly good
Positive Correlation , the Hypothesis is accepted & the Price & level of
satisfaction are closely associated . There exists linearity between the Price
& level of satisfaction .
32

33. RESULTS &
DISCUSSION
33

34. RESULTS & DISCUSSIONS
The Soft Drinks Market till early 1990s was in the hands of domestic players
like Kalimark , Mappillai Vinayagar , Ruby & Eye Brand etc, but with the
opening up of Multi National Companies , Pepsi & Coke Brands enter into
the Market . Pepsi scores over Coke . Pepsi entered Indian Market in 1991 &
Coke re – entered in 1993 . Pepsi has been targeting its products throughout
the year * the sales reached Rs. 332.31 crores by 2004 itself . Coke on the
other hand struggled initially in establishing itself in the market & sales
could only reach Rs. 199 crores by 2005 .
Non-alcoholic Soft Drinks beverage Market can be divided
into Soft Drinks & Fruit Drinks . Soft Drinks can be further divided into
carbonated & Non- carbonated Drinks . Cola , lemon & Oranges are
carbonated drinks , while Mango Drinks come under Non – carbonated
category . The Soft Drink Market can also be segmented into Cola products
& non-cola products . Cola products alone account for around 60 percent of
the total Soft Drinks Market . The Brands that fall under this category are
Pepsi , Coca-Cola & Thums up , Diet Coke & Diet Pepsi . Non-Cola
segment based on flavour are orange , cloudy lime , clear lime & Mango.
Orange flavour based Soft Drinks constitute around 17
percent. The segment is largely dominated by National brands like Fanta of
Coca-Cola & Mirinda Orange of Pepsi co , which collectively from 15
percent of the Market & rest of the Market is in the hands of smaller Brands
like Crush , Gold Spot etc. Cloudy lime flavour is largely dominated by
Limca of Coca-Cola & Mirinda lemon of Pepsi co. Clear time segment of
the Market witnessed good growth initially . The Brands available in this
segment are 7up of Pepsi & Sprite of Coca Cola . This segment constitutes 3
percent of the total Soft Drink Market . Mango flavour segment constitutes 2
percent of the total Soft Drinks Market & it directly competes with mango
based fruit like Frooti . The leading Brands in this segment are Maaza of
Coca Cola & Slice of Pepsi . Soft Drinks are available in glass bottles ,
aluminum cans , pet bottles & disposable containers for domestic
consumption.
34

35. The hot & humid climate of Tamil Nadu is a favourite ground for Soft Drink
Market in India . The Soft Drink Market for both Coke & Pepsi , because it
contributes upto 8 percent of their total sales on all India level . In 2003 , the
Soft Drink industry posted a volume growth of only 6% overall , according
to the new beverage Digest / Maxwell all- channel data. That growth rate
represents a slight decrease from 2002’s growth rate range of 2% - 4%
through out the 1990s. In 2003 , the industry’s total sales were Rs. 63.8
billion , & total volume was 10% billion cases .
35

36. LIMITATIONS OF
STUDY
36

37. LIMITATIONS OF STUDY
 It is very small research, which may be insufficient to give
the real picture scope of the brand preference in panipat and
its catchment area.
 The research is based on collected data and the researcher is
not responsible for any wrong inference drawn due to the
incorrect filling of the questionnaire by the respondents.
 The method of result is also limited to the reliability of
method of investigations, measurement and analysis of data.
 People were not interested in filling questionnaire properly.
37

38. CONCLUSION &
SUGGESTIONS
38

39. CONCLUSIONS & SUGGESTIONS
• After globalisation most of the respondents (155,82%) like the
international brand . 58.06% of the respondents prefer Pepsi brand,
Fanta is liked the most . Among the Pepsi brands, Pepsi (44.44%)
has more patronage. Among Coca-Cola brand Fanta is liked much.
• Nearly 58.33% of the respondents take torino in national level brand.
In local level soft drinks (57.14%) Eye has more sales. The F –TEST
reveals that there is no association between age, education, occupation
& the choice of brands. But there is association between monthly
income & brand preference .
• 40% of the consumers are quite satisfied with the quality of the soft
drink. The correlation analysis reveals that there is a close relationship
between price & satisfaction level.
• It is suggested that the companies manufacturing soft drinks must
manufacture high quality soft drink with Orange taste, in order to
compete with multi national companies.
39

40. BIBLIOGRAPHY
40

41. BIBLIOGRAPHY
www.brand republic.com
INDIAN JOURNAL OF MARKETING (Magazine)
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