This document appears to be a project report submitted for a Master's degree program. It studies consumer behavior regarding soft drinks, with a focus on Pearl Bottling Pvt. Ltd. The report includes an introduction outlining the need for the study, objectives, research methodology used including primary and secondary data collection. It also includes chapters on the soft drink industry profile, organizational profile of Pearl Bottling, a literature review and theoretical framework, data analysis, findings and suggestions. Tables and charts are included to analyze data collected through questionnaires.

1. A STUDY ON
CONSUMER BEHAIOUR ON SOFT DRINKS
(WITH SPECIAL REFERENCE TO PEARL BOTTLING PVT.LTD)
A project report
Submitted in partial fulfillment of the requirements for the award
Of
Masters of Business Administration
SUBMITTED BYSUBMITTED BY
P.J.V.V. SATYANARAYANA (I225112340)
(2012-2014)
UUnder the esteemed guidance of
Dr. B. NALINI
GITAM INSTITUTE OF MANAGEMENT
(A NAAC accredited 'A' grade institution)
GITAM UNIVERSITY
(Declared As Deemed University to Be University
U/s 3 of the UGC Act, 1956)

2. DECLARATION
I, V. SRINIVASRAO a student of Masters of Business Administration (M.B.A.), GITAM
Institute of Management (GIM), GITAM University, hereby declare that the project work
initiated on A STUDY ON CONSUMER BEHAIOUR ON SOFT DRINKSWITH SPECIAL
REFERENCE TO PEARL BOTTLING PVT.LTD is a genuine work done by me in partial
fulfillment for the requirement of the degree of Masters of Business Administration. I confirm
this has not been published or submitted elsewhere for the award of any degree in part or in full.
Name of the student: P.J.V.V. SATYANARAYANA
Date:

3. CERTIFICATE
This is to certify that the Project Report titled “A STUDY ON CONSUMER BEHAIOUR ON
SOFT DRINKSWITH SPECIAL REFERENCE TO PEARL BOTTLING PVT.LTD” is an
original work carried out by P.J.V.V.SATYANARAYANA (Enrollment No 1225112340), under
my guidance and supervision, in partial fulfillment for the award of the degree of Masters of
Business Administration by GITAM Institute of Management, GITAM University,
Visakhapatnam, during the Academic year 2012-14. This report has not been submitted to any
other University or Institution for the award of any Degree/Diploma/Certificate.
Signature of Guide
Name and Address of the Guide:
Name of Faculty: Dr. B. NALINI
GITAM Institute of Management
Visakhapatnam

4. ACKNOWLEDGEMENT
It is my pleasure to acknowledge and express my gratitude to all those who helped me
throughout in the successful completion of this project.
I wish to express my gratitude to Prof. K Siva Rama Krishna, Dean & Principal, GITAM
Institute of Management, GITAM University, Visakhapatnam, for giving me this valuable
opportunity to experience the work culture in an organization.
I wish to express my gratitude to Prof. P. Sheela, Vice-Principal, GITAM Institute of
Management, GITAM University, Visakhapatnam, hands-on-experience and impart practical
aspects of various functional areas in an organization.
I wish to express my gratitude to Dr. U.V. Adinarayana Rao, Program Co-Ordinator, GITAM
Institute of Management, GITAM University, and Visakhapatnam, provide opportunities to gain
experience in their field.
I am grateful to Dr. B. NALINI, GITAM Institute of Management, GITAM University, and
Visakhapatnam for her continuous guidance to accomplish this project work, successfully.
I am very thankful to Mr. K. VENKATESWARLU, Training officer, Pearl bottling Pvt. Ltd.
P.M.Palem, Vishakhapatnam, for extending support, providing information regarding the project.
P.J.V.V. SATYANARAYANA
(Roll No: 1225112340)

5. CONTENTS Page. No
CHAPTER -1 1
INTRODUCTION TO THE TOPIC 2
NEED FOR THE STUDY 3
OBJECTIVES OF THE STUDY 3
RESEARCH METHODOLOGY 3
DATA COLLECTION 3
PRIMARY SOURCES 3
QUESTIONNAIRE 3
SECONDARY SOURCES 4
SAMPLE DESINGS 4
LIMITATIONS OF THE STUDY 4
CHAPTER - 2 5
INDUSTRY PROFILE 6-13
ORGANISATIONAL PROFILE 13-31
CHAPTER – 3 32
THEORETICAL FRAMEWORK 33-38
(A) TOPIC RELATED CONCEPTS 33-38
(B) REVIEW OF LITERATURE 38
REGULATORY FRAMEWORK 39-42
CHAPTER – 4 43
ANALYSIS OF STUDY 44-58
CHAPTER – 5 59
SUMMARY OF FINDINGS AND SUGGESTIONS 60-63
ANNEXURE 64-65
BIBLIOGRAPHY 66

6. LIST OF TABLES
Table 4.1: - AGE GROUP OF RESPONDENTS 44
Table 4.2: - EDUCATION ANALYSIS 45
Table 4.3: - OCCUPATION ANALYSIS 46
Table 4.4: - MONTHLY INCOME ANALYSIS 47
Table 4.5: - GENDER ANALYSIS 48
Table 4.6:- DO YOU HAVE ANY TWO-WHEELER 49
Table 4.7:- WHICH COMPANY TWO-WHEELER DO YOU OWN 50
Table 4.8:- YOU OWNED TWO-WHEELER BY 51
Table 4.9:- IF YOU AUDILE A LOAN WHICH BANK YOU OPT 52
Table 4.10:- WHAT PERCENTAGE DO YOU WANT TAKEN AS A LOAN 53
Table 4.11:- WHAT IS THE IMPORTANT FACTOR TO YOU 54
Table 4.12:- DOES THE DISCOUNT PLAY MAJOR ROLE 55
Table 4.13:- OTHER THAN THE DISCOUNT WHAT IMPRESSES YOU 56
Table 4.14:- DURATION OF THE LOAN WHICH YOU WANT TO ADOPT 57
Table 4.15:- ARE YOU SATISFIED WITH THE DISCOUNT OFFER 58

7. LIST OF CHARTS
Graph 4.1: - AGE GROUP 44
Graph 4.2: - EDUCATION 45
Graph 4.3: - OCCUPATION 46
Graph 4.4: - MONTHLY INCOME 47
Graph 4.5: - GENDER 48
Graph 4.6:- OWN TWO-WHEELER 49
Graph 4.7:- TWO-WHEELER COMPANY 50
Graph 4.8:- MEANS OF OWNING 51
Graph 4.9:- AUDILE OF BANK 52
Graph 4.10:- PERCENTAGE OF LOAN 53
Graph 4.11:- FACTORS 54
Graph 4.12:-DISCOUNT ROLE 55
Graph 4.13:- FACTORS 56
Graph 4.14:- TIME DURATION 57
Graph 4.15:- SATISFACTION 58