Soft drinks were commonly consumed by all individuals. Consumption patterns are influenced by factors like health, status, taste, variety, branding, and advertising. The research focuses on studying the preferences and consumption patterns of different age groups for major soft drink brands in India like Coca-Cola, Pepsi, Thums Up, Limca, and Fanta. The study determines the key factors influencing consumption and identifies alternatives to soft drinks.

1. EXECUTIVE SUMMARY Soft Drinks were common preference among all the individuals.
With the changing lifestyle and income levels, people are shifting their
consumption patterns. Market Research is based on CONSUMPTION PATTERNS
parameters like: In consumption patterns, we want to highlight the factors which
influence the co nsumer to buy soft drinks. Various factor which influence the
consumption of bev erages are 1. Health drink 2. Status symbol. 3. Taste 4.
Variety 5. Brand ambassador 6. Advertising campaign. The basic subject matter of
the research, analysis of Soft Drinks is focused to study the mind/taste of
different age group of people. The study starts with determining the major
players in the soft drinks, their ov erall consumption pattern among the people
and ends up with the conclusion as pe r the state of mind of the average
rational human being.
CHAPTER - 1 INTRODUCTION
BEVERAGE What is beverage? A drink, or beverage, is a liquid specifically
prepared for human consumption. I n addition to basic needs, beverages form part
of the culture of human society. Or

2. Any liquid suitable for drinking; "may I take your beverage order?" Or A liquid
to consume, usually excluding water; a drink. This may include tea, cof fee,
liquor, beer, milk, or soft drinks Types of beverage The various types of
beverage are: • Alcoholic beverages • Non-Alcohol beverages • Soft drinks
• Fruit juice • Hot beverages • Other 1. Alcoholic beverages An alcoholic
beverage is a drink containing ethanol, commonly known as alcohol, although in
chemistry the definition of an alcohol includes many other compounds . Alcoholic
beverages, such as wine, beer, and liquor have been part of human cu lture and
development for 8,000 years. 2. Non-alcohol beverages Non-alcoholic beverages
are drinks that would normally contain alcohol, such as beer and wine but are
made with less than .5 percent alcohol by volume. The cate gory includes drinks
that have undergone an alcohol removal process such as nonalcoholic beers and
de-alcohol zed wines. Non-alcoholic variants: • Low alcohol beer • Non-
alcoholic wine • Sparkling cider 3. Soft drinks The name "soft drink"
specifies a lack of alcohol by way of contrast to the term "hard drink" and the
term "drink", the latter of which is nominally neutral but often carries
connotations of alcoholic content. Beverages like colas, sparklin g water, iced
tea, lemonade, squash, and fruit are among the most common types o f soft
drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, a nd
milkshakes do not fall into this classification. Many carbonated soft drinks are
optionally available in versions sweetened with sugars or with non-caloric s
weeteners. 4. Fruit juice Juice is a liquid naturally contained in fruit or
vegetable tissue. Juice is pre pared by mechanically squeezing or macerating
fresh fruits or vegetables without the application of heat or solvents. For
example, orange juice is the liquid ex tract of the fruit of the orange tree.
Juice may be prepared in the home from fr esh fruits and vegetables using
variety of hand or electric juicers. Many commer cial juices are filtered to
remove fiber or pulp, but high pulp fresh orange jui ce is a popular beverage.
Juice may be marketed inconcentrate form, sometimes fr ozen, requiring the user
to add water to reconstitute the liquid back to its "or iginal state"
5. Hot beverages Hot beverages, including infusions. Sometimes drunk chilled.
Coffee-based beverages

3. Cappuccino Coffee Espresso Café au lait Frappé Flavored coffees (mocha etc.)
Latte Hot chocolate Hot cider Mulled cider Tea-based beverages Flavored teas
(chai etc.) Green tea Pearl milk tea Tea Herbal teas Yerba Mate Roasted grain
beverages Sanka 6. Other Some substances may either be called food or drink, and
accordingly be eaten wit h a spoon or drunk, depending on solid ingredients in
it and on how thick it is, and on preference: • Soup • Yogurt STUDY OF
GROWTH OF SOFT DRINK MARKET SOFT DRINKS 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 agents as no natural jui ce is used. MARKET • Cola
products account for nearly 61-62% of the total soft drinks market. • Two
global majors  Pepsi and coke dominate the soft drink market. • NCAER survey
says 91% of soft drink in the country is in the lower, lowe r middle and upper
middle class people. • The market is worth around Rs.5000 crores with growth
rate of around 1015%. • The annual per capita consumption in India is only
about 6 bottles visa- Vis 340 bottles in the U.S. • The production as soft
drinks has increased from 5670 million bottles in 1998-99 to 6230 million
bottles in 1999-2000 industry source. • Growth market this year is expected to
be 10-15% in value terms and 20-2 2% in volume terms. However, the market for
carbonated drinks is stagnating and not growin g as expected.
MAJOR PLAYERS IN SOFT DRINKS SEGMENT

4. COCA COLA: thanda matlab coca cola!!!
Coca cola has truly remarkable heritage. From a humble beginning in 1886 i t has
now become the flagship brand of largest manufacturer, distributor of non
alcoholic beverages in the world. In India, coca cola was the leading soft drink
till 1977 when govt. policies nec essitated its departure. Coca cola has made
its return to the country in 1993.an d made significant investment to ensure
that the beverage is available to more a nd more people in remote as well as
inaccessible parts of the world. Coca cola returned to India in 1993 and over
the past ten years has captured the imagination of the nation, building strong
association with cricket, the thrivi ng cinema industry, music etc. coca cola
has been very strongly associated with cricket, sponsoring the world cup in
1996. In 2002, coca cola launched the campaign, Thanda Matlab coca cola . in
2003,coke was available for just rs,5 crores in the country.
FANTA
: GHOONTH BHAR SHARARAT KAR LEY!!!
Fanta entered the Indian market in year 1996 under the coca cola brand .ov er
the years, Fanta has occupied a strong market place and is identified as  the
fun catalyst . Fanta stands for its vibrant color, tempting taste and tingling
bubbles that not just uplifts feelings but also helps free spirit thus encouragi
ng one to indulge in the moment.
LIMCA: LIME AND LEMONI!!!
Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971,
Limca has been the original thirst choice, of millions of consumers for over th
ree decades. The brand has been displaying healthy volume growing year on year
and limca cont inues to be leading flavoring soft drinks in the country. Dive
into the zingy refreshment of limca and walk away a new person. SPRITE: SPRITE
BHUJAYE PYAAS BAKI SAB BAKWAAS!!!
World wide sprite ranked as no.4 soft drink and is sold in more than 190 countri
es In India, sprite was launched in year 1999 and today it has grown to be one o
f the fastest growing soft drinks, leading clear lime category. Today sprite is
perceived as a youth icon. With strong appeal to youth sprite ha s stood for a
straight forward and honest attitude. Its clear crisp hingtaste en courages
today s youth to trust their instincts, influence them to be true who t

5. hey are and to obey their thirst. THUMS UP: TASTE THE THUNDER!!! Strong cola
taste, exciting personality. Thums up is a leading carbonated soft drink and
most trusted brand in India. Ori ginally introduced in 1977, thums up was
acquired by the coca cola company in 19 93. Thums up, is, known for strong,
fizzy taste and its confident, mature and unique ly masculine attitude. This
brand clearly seeks to separate the man from the boy s.
PEPSI: YEH DIL MAANGE MORE!!!
Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi c
o. It is sold in stores, restaurants and from vending machines. The drink was fi
rst made in the 1890 s in North Carolina. The brand was trademarked on June
16, 1903.There have been many Pepsi variants p roduced over the years. • •
• • • • • • • • • Diet Pepsi Crystal Pepsi Pepsi twist Pepsi
max Pepsi samba Pepsi blue Pepsi gold Pepsi holiday spice Pepsi jazz Pepsi
x(available in Finland & brazil) Pepsi next(available in Japan & south Korea)
CHAPTER - 2 RESEARCH METHODOLOGY

6. METHODOLOGY Every project work is based on certain methodology, which is a way
to systematic ally solve the problem or attain its objectives. It is a very
important guidelin e and lead to completion of any project work through
observation, data collectio n and data analysis. Accordingly, the methodology
used in the project is as follows: • Defining the objectives of the study •
Framing of questionnaire keeping objectives in mind (considering the obj
ectives) • Feedback from the respondents • Analysis of feedback •
Conclusion & findings PURPOSE OF THE STUDY The main aim of this research study
is to analyze the preference of people (of d ifferent age groups) on consumption
patterns of carbonated Soft Drinks. OBJECTIVE OF THE STUDY • To study the
preferences of the people for soft drinks according to age group. • To find
out the factors that influences the consumer s consumption of so ft drinks. â€
¢ To determine which alternative people prefer other than soft drink. SCOPE OF
THE STUDY • Seasonal drinks are not considered in the study. • We are not
considering water & alcoholic drinks. REVIEW OF LITERATURE Taste or health: A
study on consumer acceptance of cola drinks This study examined the relative
contributions of taste and health consideration s on consumer liking and
purchase intent of cola drinks. Eight types of commerci al cola drinks were
evaluated by 305 adult consumers who also completed a brief questionnaire on
food habits. Data were analyzed using factor analysis. Results revealed that
purchase intent of cola drinks was strongly related to degree of liking and to
several key sensory attributes including taste, drinks flavor and greasiness.
These variables merged as the first factor in the analysis, sugges ting that
consumers perceive these characteristics as being most important in th eir
choice of cola drinks. Factor 2 described a health dimension and was related to
respondents attitudest. Factor 3 comprised two remaining sensory attributes
(color and crunchiness), which apparently were of minor importance to the respo
ndents. These data suggest that in spite of current concern about reducing dieta
ry fat, health remains secondary to taste in the selection of cola drinks for co
nsumers in this population. Source-Beverly J. Tepper and Amy C. Trail Journal of
Food Science and Technology , 15 September 1998
Â

7. RESEARCH DESIGN A research design is a framework or blueprint for conducting the
marketi ng research project. It specifies the details of the procedures
necessary for ob taining the information needed to structure and/or solve
marketing research prob lem. The research design used in this project is a
DESCRIPTIVE DESIGN. DESCRIPTIVE STUDY as the name implies is designed to
describe something-for exam ple the characteristics of users of a given product,
the degree to which the pro duct use the varies with income, age. SELECTION OF
SAMPLE SIZE: For the study, a sample size of 120 has been taken into
consideration. The aim was to collect 120 samples for the analysis. The samples
should be such that they are consumers of soft drinks. We also tried to get an
adequate ratio o f men and women in the samples. The main demographics targeted
were the younger age group as they are one who consumes more of soft drinks.
Also we tried to foc us more on the college going crowd and young professionals.
Buyers who have been consuming soft drinks were better able to answer the questi
ons regarding the influencing factors and the reasons for their consumption and
purchase. SOURCES OF DATA COLLECTION: PRIMARY DATA: Questionnaire: Primary data
was collected by preparing questionnaire and the peo ple were requested to fill
them.
DATA ANALYSIS For this project we will use correlation analysis (chi-square
test) for data ana lysis. Correlation of the various variables was done with
each other (for e.g. A ge vs consumption, frequency vs quantity etc). This
activity basically helped us in identifying the perception and connotations of
people towards various soft d rinks brands.

8. CHEPTER - 3 DATA ANALYSIS & FINDINGS
OCCUPATION OF RESPONDENT vs OCCASION WHEN PEOPLE CONSUME SOFTDRINK CROSSTABULATI
ON. Null hypothesis: There is no significant relationship between occupation and
occ asion. Alternative hypothesis: There is significant relationship between
occupation and occasion. Level of significance: 0.05 occasion when people
consume softdrink Total feel thirsty parties or celebration fast food or dinner
just like that occupation of respondent 101 Expected Count business Count
Expected Count service Count 1 Expected Count Total Count 23 23 Expected Count
23.0 Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 5.840(a)
6 Likelihood Ratio 7.733 6 .258 Linear-by-Linear Association .249 1 N of Valid
Cases 120 .441 .618 student Count 19.4 1 1.5 3 2.1 32 23.0 19.4 3 1.5 3 2.1 42
32.0 21 26.9 0 2.1 4 2.9 120 42.0 17 35.4 4 2.8 11 3.9 120.0 29 101.0 8 8.0 11.0
34
a 8 cells (66.7%) have expected count less than 5. The minimum expected count i
s 1.53. Symmetric Measures Value Approx. Sig. Nominal by Nominal Contingency
Coefficient .215 .441 N of Valid Cases 120 a Not assuming the null hypothesis. b
Using the asymptotic standard error assuming the null hypothesis. Since p value
is greater than alpha i.e. o.05 (95% confidence level), therefore there is no
association between occupation and occassion. AGE OF RESPONDENT vs FREQUENCY OF
CONSUMPTION IN A WEEK CROSSTABULATION

9. Null hypothesis: There is no significant relationship between age and frequency.
Alternative hypothesis: There is significant relationship between age and freque
ncy. Level of significance: 0.05 frequency of consumption in a week 1-2 2-5
above 5 age of respondent 15-25 Count 52 40 Expected Count 52.5 41.1 11.4 26-35
Count 4 6 0 10 Expected Count 5.0 3.9 1.1 36-50 Count 4 1 0 5 Expected Count 2.5
2.0 .5 Total Count 60 47 13 120 Expected Count 60.0 47.0 13.0 120.0 Chi-Square
Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 4.570(a) 4 Likelihood
Ratio 6.007 4 .199 Linear-by-Linear Association 1.419 1 N of Valid Cases 120 .
334 .234 Total 13 105.0 10.0 5.0 105
a 5 cells (55.6%) have expected count less than 5. The minimum expected count i
s .54. Symmetric Measures Value Approx. Sig. Nominal by Nominal Contingency
Coefficient .192 .334 N of Valid Cases 120 a Not assuming the null hypothesis. b
Using the asymptotic standard error assuming the null hypothesis. Since p value
is greater than alpha i.e. o.05 (95% confidence level), therefore there is no
association between purchase frequency and age. AGE OF RESPONDENT vs QUANTITY
PEOPLE PREFER TO BUY CROSSTABULATION Null hypothesis: There is no significant
relationship between age and quantity. Alternative hypothesis: There is
significant relationship between age and quanti ty. Level of significance: 0.05
quantity people 300 ml 500 ml age of respondent 15-25 Expected Count 26-35 Count
3 Expected Count 36-50 Count 1 Expected Count Total Count 66 39 Expected Count
66.0 Chi-Square Tests Value df Asymp. Sig. (2-sided) prefer 1 ltr Count 57.8 6
5.5 2 2.8 11 39.0 to buy 1.5 ltr 62 34.1 1 3.3 1 1.6 4 11.0 Total 31 9.6 0 .9
1 .5 120 4.0 9 3.5 10 .3 5 .2 120.0 3 105.0 10.0 5.0 105

10. Pearson Chi-Square 10.522(a) Likelihood Ratio 8.563 6 Linear-by-Linear
Association 5.785 N of Valid Cases 120 a 8 cells (66.7%) have expected count s .
17. Symmetric Measures
6 .200 1
.104 .016
less than 5. The minimum expected count i
Value Approx. Sig. Nominal by Nominal Contingency Coefficient .284 .104 N of
Valid Cases 120 a Not assuming the null hypothesis. b Using the asymptotic
standard error assuming the null hypothesis. Since p value is greater than alpha
i.e. o.05 (95% confidence level), therefore there is no association between age
and quantity. FREQUENCY OF CONSUMPTION IN A WEEK vs QUANTITY PEOPLE PREFER TO
BUY CROSSTABULAT ION Null hypothesis: There is no significant relationship
between frequency and quan tity. Alternative hypothesis: There is significant
relationship between frequency and quantity. Level of significance: 0.05
quantity people prefer to buy Total 300 ml 500 ml 1 ltr 1.5 ltr frequency of
consumption in a week 1-2 Count 1 60 Expected Count 33.0 19.5 5.5 2-5 Count 22
20 3 2 Expected Count 25.9 15.3 4.3 above 5 Count 6 2 4 1 Expected Count 7.2 4.2
1.2 Total Count 66 39 11 4 120 Expected Count 66.0 39.0 11.0 4.0 Chi-Square
Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 13.255(a) 6 .039
Likelihood Ratio 10.877 6 .092 Linear-by-Linear Association 5.399 1 .020 N of
Valid Cases 120 a 6 cells (50.0%) have expected count less than 5. The minimum
expected count i s .43.
38 2.0 47 1.6 13 .4 120.0
17 60.0 47.0 13.0
4
Symmetric Measures Value Approx. Sig. Nominal by Nominal Contingency Coefficient
.315 N of Valid Cases 120 .039

11. a Not assuming the null hypothesis. b Using the asymptotic standard error
assuming the null hypothesis. Since p value is less than alpha i.e. .05 (95%
confidence level), therefore h0 i s rejected. This shows that there is high
association between purchase frequency and SKU or quantity packs. This is an
indication of the fact that people prefer ring smaller SKUs usually purchase
more as compared to others.
CONCLUSION Following are the concluding points taken into consideration after
the conduct o f the research study: Maximum consumption of soft drink in a week
is 1-2 times. Most of the people prefer to buy 300 ml bottle. Most of the people
consume without any occasion(Just Like That) The most favorable characteristic
is taste, which induces people to buy soft drink. The most preferable
alternative for soft drink is fruit juices. By the research we found out that
there is no effect of advertisement an d brand ambassador on the purchase of
soft drink.
ANNEXURE
QUESTIONNAIRE PERSONAL DETAILS Name Age Gender Occupation
- _________________ - 15-25 26-35 36-50 - Male Female - Student Business
Service

12. Hello! We are the student of DBIM, VNSGU and we are required to submit project o
n a comparative study of consumption of Soft Drinks. For the purpose, we are con
ducting the survey. Will you please take a few minutes to answer some questions?
We assure you that your answers will be kept completely confidential. Q1.
Frequency of consumption of your preferred drink in a week? a) 1-2 times b) 2-5
times
c) Above 5
Q2. a) d)
What quantity do you usually prefer to buy? 300 ml b) 500 ml bottle 1.5 litre
c)
1 litre
Q3. On what occasions, do you often consume the Soft Drinks? a) Feeling Thirsty
b) Parties / Celebrations d/ dinner d) Without any reason (just like that) Q4.
What induces you to buy Soft Drinks? a) Price with quantity b) Health Drink d)
Taste e) Variety
c) with fast foo
c) Status symbol
Q5. If not a Soft Drink, which other beverage (other than water) tops your mind?
a) hot beverages b) Milk based(shakes/lassi) c) fruit juice Q6. How do you view
Soft Drinks? a) As a health drink c) As an aid to put off thirst _______ Q7. Do
advertisements affect your purchases? a) Yes b) No Q8.Through which medium did
you come to know about your preferred soft drink bra nd? a) Hoardings and
banners b) Newspaper and magazines c) TV/radio d) Word of mouth e) Others
…………….. Q9. Do brand ambassador affect your purchases? a) Yes b) No
Q10. Name any three brands of Soft Drinks that are there in your mind at present
? Soft Drinks: 1.________________ 2. ______________ 3. ________________
BIBLIOGRAPHY http://en.wikipedia.org/wiki/Beverage
b) As a status symbol d) Any other, please specify _

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