INTRODUCTION     1
INTRODUCTION      One thing that web have in common is that we all areConsumers. In fact everybody in this world is a cons...
OBJECTIVES AND SCOPE         3
OBJECTIVES:         The main objective of this project is to study the consumer   behavior and various reactions of custom...
RESEARCH METHODOLOGY         5
RESERCH METHODOLOGY      The study was conducted by a convenient sampling and wasadministered through questionnaire. This ...
LIMITATIONS    7
LIMITATIONS Time being the constant, project study was done for a limited   population in Hyderabad city only. The sampl...
COMPANY PROFILE       9
COMPANY PROFILEAtlanta Beginnings1886-1892     It was 1886, and in New York Harbors, workers wereconstructing the statue o...
Beyond Atlanta1893-1904        The aggressive promotion worked. By 1895, Candler had buildsyrup plants in Chicago, Dallas ...
The Woodruff Legacy1919-1940     Perhaps no person had more impact on the Coca-ColaCompany than Robert Woodruff. In 1923, ...
A World of Customers1960-1981     After 75 years of amazing success with brand Coca-Cola, thecompany decided to expand new...
HISTORY OF COCA-COLA      The history of Coca-Cola is a story that begins more than acentaury ago in the back yard a few b...
PROFILE OF COCA-COLA INDIA     Coca-Cola India began in the year October 1993. Prior to thisthe company was forced to leav...
VISION OF COCA-COLA           Provide exceptional strategic leadership in the Coca-Cola IndiaSystem resulting in consumer ...
Literature review      17
CONSUMER BEHAVIOR      Consumer behavior is helpful in understanding the purchaseBehavior and preferences of different con...
A MODEL OF CONSUMER BEHAVIOUR      A consumer’s decision to purchase a particular product ofService is the result of compl...
This hoarding provides you a stimulus to stop at the nearestcool drink shop and drink which promises to be cool, refreshin...
MODEL OF CONSUMER BEHAVIOURMarketing   Other Stimuli                                   Consumer                           ...
DETAILED MODEL OF FACTORS INFLUENCING               CONSUMER BEHAVIOURCulturalFactors              Social              Fac...
CULTURAL FACTORSCulture: Culture is the most fundamental determinant of a person’swants and behavior like set of values, p...
Primary Group:  a) Family  b) Friends  c) Neighbors and Co-workers  d) Roles  e) Status  f) Conformity  g) Opinion readers...
Perception: Perception is defined as “the process by which anindividual selects, organizes, intercepts information, inputs...
INDIAN SOFT DRINKS MARKET SCENARIO        The Indian market offers a strong consumer potential as themajority of the popul...
Data ANALYSIS ANDINTERPRETATIONS      27
PREFERENCE OF SOFT DRINKS BASED ON AGE                                GROUPS                                 Table (1)    ...
PREFERENCE OF SOFT DRINKS BASED ON AGE GROUP               160                      150               140               12...
PREFERENCE OF SOFT DRINKS BASED ON                  OCCUPATION                            Table (2)                     MA...
PREFERENCE OF SOFT DRINK BASED ON OCCUATION                       176180160140120CONSUMERS            104100              ...
NUMBERS OF CONSUMERS CONSUME A SOFT DRINK                               Table (3)                      MALE               ...
WITH WHOM ONE WOULD LIKE TO HAVE A DRINK                                                      Table (4)                   ...
CHOICE OF CONSUMING A SOFT DRINK                                Table (5)                    MALE                         ...
CHOICE OF CONSUMING A SOFT DRINK                 200                                          189CONSUMPTION              ...
TIMINGS OF CONSUMING A SOFT DRITIMINNK                              Table (6)                       MALE                  ...
TIMING OF CONSUMING A SOFT DRINKCONSUMPTION              180                                                     154      ...
FREQUENCY OF CONSUMING A SOFT DRINK                            Table (7)                          MALE                   F...
FREQUENCY OF CONSUMING A SOFT DRINKCONSUMPTION              200                                   176              180    ...
NUMBER OF TIMES IN A DAY CONSUMERS CONSUME                A SOFT DRINK                               Table (8)            ...
NUMBER OF TIMES IN A DAY CONSUMERS CONSUME A SOFT DRINKCONSUMPTION        200                    188        180        160...
CHOICE OF VENUE FOR HAVING A SOFT DRINK                                Table (9)             MALE              FEMALEPlace...
CHOICE OF VENUE FOR HAVING A SOFT DRINK              140                                                                  ...
AVAILAIBILITY OF SOFT DRINK IN A LOCALITY                                   Table (10)Availabilit               MALE      ...
PREFERENCE OF PACKAGE CONVIENICENCE OF A                 SOFT DRINK                            Table (11)                 ...
PREFERENCE OF A PACKAGE CONVIENIENCE OF A SOFT DRINK                          197              200              180       ...
RESPONSE OF CONSUMERS WHETHER THEY STICK                      TO ONE BRAND OR NOT                               Table (12)...
DOES AN ADVERTISEMENT MAKE YOU TO SHIFT FROM                       VARIOUS BRANDS                                Table (13...
VARIOUS ADVERTISING SOURCES OF AWARENESS                              Table (14)                      MALE                ...
PREFERENCE OF A PACKAGE CONVIENIENCE OF A SOFT DRINK              200                           185              180      ...
WHICH BRAND ADVERTISEMENT INFLUENCE THE                           CONSUMER                             Table (15)         ...
WHICH BRAND ADS INFLUENCE TO THE CONSUMERS            160                               149            140            120 ...
COSUMPTION OF CONSUMING A MINERAL WATER                                     Table (16)                              MALE  ...
BRAND IMAGE OF THE CONSUMERS                              Table (17)                     MALE                       FEMALE...
BRAND IMAGE OF THE CONSUMERS            140                  130            120                             103           ...
CONCLUSIONS   ANDSUGGESTIONS     56
CONCLUSIONS  1) Majority of the respondents who are in the age group of 15      to 24 consume more soft drinks when compar...
SUGGESTIONS  The period especially between March and June where the   demand is at peak, it has to be ensured that supply...
BIBLIOGRAPHY     59
BIBLIOGRAPHYCONSUMER BEHAVIOUR             :     Leon G.Schiffman                                     Lesie Lazar KanukPRI...
QUESTIONAIRE     61
QUESTIONAIREName:Age:Sex:Address:Phone no:Occupation:   Do you consume soft drinks?       a) Yes                b) No   ...
 Which package do you prefer?  a) 200ml          b) 300ml             c) 500ml          d) One liter  e) 1.5 lts        f...
 If “yes” which of the following?  a) Kinely         b) Aquafina      c) Bisleri  d) Bailey. Any suggestions?           ...
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Main project

  1. 1. INTRODUCTION 1
  2. 2. INTRODUCTION One thing that web have in common is that we all areConsumers. In fact everybody in this world is a consumer. Every dayof our life we are buying and consuming an incredible Variety ofgoods and services. However, we all have different tastes, likes,dislikes, and adopt different behavior patterns while making purchasedecisions. The term consumer behavior refers to the behavior thatConsumers display in searching for purchasing using evaluating anddisposing of products and services that they exact will satisfy thisneeds. The study of consumer behavior is the study of howindividuals make decisions to send their available resources (time,money and effort) on consumption related items. It includes the studyof “What they buy”, “Why they buy”, “When they buy it”, “where theybuy it”, “how often they buy it” and “how often they use it”. 2
  3. 3. OBJECTIVES AND SCOPE 3
  4. 4. OBJECTIVES: The main objective of this project is to study the consumer behavior and various reactions of customers with reference to HINDUSTHAN COCA-COLA BEVERAGES Pvt. Ltd, in order to suggest ways to improve its marketing efforts. 1. To Study the tends in behavior of the consumer 2. To Study the profile of Hindustan coca-cola beverages pvt. ltd 3. To Study the consumer behavior with respect to Hindustan coca- cola beverages pvt. Ltd To Analyze the consumers perceptions about Hindustan coca-cola beverages pvt. Ltd Scope The study is confined to the Hindustan coca-cola beverages pvt. ltd, about consumers preferences towards Hindustan coca-cola beverages pvt. Ltd to understand the psychology of consumer behavior and the reactions of the consumers when they are approached. To develop an overall view of the consumer sector in the company. To understand the selling mechanism and various techniques involved in the marketing of coca-cola products To understand customers perceptions regarding for opting of coca- cola products 4
  5. 5. RESEARCH METHODOLOGY 5
  6. 6. RESERCH METHODOLOGY The study was conducted by a convenient sampling and wasadministered through questionnaire. This was conducted to know thebehavior of the consumers in Hyderabad City and the response washighly satisfactory.SOURCES OF DATAPrimary data: The data collected was/is primary data. It requires tomeet the objectives of the project was obtained mainly as primarydata to now the response of the consumers.Secondary data: Secondary data includes the collections ofinformation from several journals, reports and magazines etc.Sample design: A random simple of 300 respondents was taken andsegmented into students, employees, housewives, business, labour,doctors and sex wise.Type of questionnaire: The questionnaire consists of open ended, multiple choicedichotomous, and closed ended questions. To evaluate the true picture of soft drinks, preference, the datawas collected, classified and findings analysis, interpretations and theresults were converted into percentage and numbers so as to nowthe correct figure of reference. 6
  7. 7. LIMITATIONS 7
  8. 8. LIMITATIONS Time being the constant, project study was done for a limited population in Hyderabad city only. The sample size was restricted to 300 respondents and the respondents were chosen randomly. The responses of the consumers are highly satisfactory. 8
  9. 9. COMPANY PROFILE 9
  10. 10. COMPANY PROFILEAtlanta Beginnings1886-1892 It was 1886, and in New York Harbors, workers wereconstructing the statue of Liberty. Eight hundred miles away anothergreat American symbol was about to be unveiled. Like many people who change history, John Pemberton,a Civilwar veteran and Atlanta pharmacist, was inspired by simple curiosity.He loved tinkering with medicinal formulas, and on afternoon,searching for quick cure for headaches, he stirred up a fragrant,caramel-colored liquid in a three-legged pot. When it was done, hecarried it a few doors down to Jacob’s pharmacy. In its first year, the company sold about 9 glasses of Coca-Colaa day. A century later, the Coca-Cola Company has produced over10 billion gallons of syrup. 1886-1991, pemberton sold the Companyto Atlanta businessman Asa Griggs candler for a total about $2300.Candler would become the Company’s first president, and the first tobring real vision to the business and brand. 10
  11. 11. Beyond Atlanta1893-1904 The aggressive promotion worked. By 1895, Candler had buildsyrup plants in Chicago, Dallas and Los Angeles. Inevitably, thesoda’s popularity led to a demand for it to enjoy in new ways. 1894,Mississippi businessman named Joseph Biedenharn became the firstto put the drink in bottles. When in 1889, two Chattanooga lawyers,Benjamin F.Thomas and Joseph B.White head, secured exclusiverights from him to bottle and sell the beverage-for the sum of onedollar.Safeguarding the Brand.1905-1918 Advertising focused on the authenticity of Coca-Cola, urgingconsumers to “Demand the genuine” and” Accept no substitute”. Thecompany also decided to create a distinctive bottle shape to assurepeople they were actually getting a real Coca-Cola. In 1916, the FootGlass Company of Terre Haute, Indiana, began manufacturing thefamous contour bottle. As the country roared into the new century,the Coca-Cola company grew rapidly, moving into Cuba, PuertoRico, France and the other countries and U>S territories. In 1900,there were two bottlers of Coca-Cola, by 1920, there would be about1000. 11
  12. 12. The Woodruff Legacy1919-1940 Perhaps no person had more impact on the Coca-ColaCompany than Robert Woodruff. In 1923, five years after his fatherErnest purchase the company president. Woodruff was a marketinggenius who saw opportunities for expansion. Coca-Cola traveled withthe Us team to the 1928 Amsterdam Olympics, the logo wasemblazoned on racing dog sleds in Canada and the walls ofbullfighting arenas in Spain. Woodruff pushed development anddistribution of the six-pack, the open top cooler, and all innovationsthat made it easier for people to drink Coca-Cola.The War and its Legacy1941-1959 In 1941, America entered World War II. Thousands of men andwomen were sent overseas. The country and Coca-Cola ralliedbehind them. Woodruff ordered that “every man in uniform gets abottle of Coca-Cola for 5 cents, wherever he is, and whatever it coststhe Company”. 12
  13. 13. A World of Customers1960-1981 After 75 years of amazing success with brand Coca-Cola, thecompany decided to expand new flavors Sprite in 1961, Tab in 1963and Fresca in 1966. The international appeal of Coca-Cola wasembodied by gathered on a hill top in Italy to sing “I would lie to buythe world a Coke”. In 1978, the Coca-Cola company was selected asthe only company allowed to sell packet cool drinks in the PeoplesRepublic China.Coca-Cola Now1990-Now In Feb 2000, Doug Draft was named company’s chairman.Coca-Cola is a huge international company but Draft’s vision is tohave the company operate as a collection of smaller, locally runbusiness. Every 10sec 1,26,000 people choose to reach for one ofthe Coca-Cola company brands, and it is the company’s mission tomake the choice exciting and satisfying, every single time. 13
  14. 14. HISTORY OF COCA-COLA The history of Coca-Cola is a story that begins more than acentaury ago in the back yard a few blocks down the street fromwhere the world headquarters of the Coca-Cola company is nowlocated. Coca-Cola originated in Atlanta, Georgia, on May 8, 1886.Pharmacist Dr. John Styth Pemberton stirred up fragrant caramelcolored syrup in a three-legged brass kettle in his backyard and nowcarried a jug of his formulation down the street to Jacob’s pharmacy,Atlanta’s largest drug store. That same day, the new product made itsdebut as a soda fountain drink for five cents a glass. Whencarbonated water was mixed with the new syrup, refreshment historywas made. Dr.Pemberton’s partner and book keeper Frank M. Robinsonsuggested that name and calligrapher the famous trademark inunique script. Since then, the Coca-Cola has grown u became the mostfavorable soft drink in more than 200 countries across the world. 14
  15. 15. PROFILE OF COCA-COLA INDIA Coca-Cola India began in the year October 1993. Prior to thisthe company was forced to leave the country in the country in theyear 1977, 16 years from the date of its re-entry. The politicaldevelopments made the company to wind up its operations in India.In 1993, Coca-Cola was re launched in historic city of Agra.Immediately after reentering the country, it took over the network of52 bottlers of the National soft drink leader at the point of time i.e.Parle Exports. The major advantage the company gained through the re-entrywas that it acquired all the brand leaders in the industry i.e. Thumpsup, Limca, Citra, Gold Spot and Maaza. The bottles were convincedto invest money and upgrade their plants to suit cokes requirementsin 1994. 18 bottling plants in the country launched the internationalflavors Coca-Cola and Fanta in their respective markets. Thiscontinued with the rest of bottlers launching these brands gradually intheir respective markets. The company aims to takeover all the 52plants and set up new plants in order to cater to the customers andthe increasing demand for the sort drinks manufactured in organizedsector. 15
  16. 16. VISION OF COCA-COLA Provide exceptional strategic leadership in the Coca-Cola IndiaSystem resulting in consumer and customer references and loyalty,through Coca-cola’s commitment to them, and in a highly profitableCoca-Cola corporate branded beverages system. MISSION OF THE COCA-COLA INDIA Create consumer product, services and communications,customer service and bottling system strategies, processes and toolsin order to create competitive advantage and deliver superior valueto: 1. Consumer’s as a superior beverages experience. 2. Consumer’s as an opportunity to grow profits through used of finished drinks. 3. Bottlers as an opportunity to grow profits and volume. 4. TCCC as trademark enhancement and positive economic value added. 5. suppliers as an opportunity to make reasonable profits when creating real value added in an environment of system-wide teamwork, flexible business system and continuous improvements. 6. CCI Associates as superior career opportunity. 7. Indian Society in the form of a contribution to economic and social development. 16
  17. 17. Literature review 17
  18. 18. CONSUMER BEHAVIOR Consumer behavior is helpful in understanding the purchaseBehavior and preferences of different consumers. As consumers, wediffer in terms of sex, age, education, occupation, income, Familysetup, religion, nationality and social status. Because of this Differentbackground factors, we have different needs and we only buy thoseproducts and services, which we think, will satisfy our Needs. Intoday’s world of rapid changing technology, consumers Tastes arealso characterized by fast changes. To survive in the Market, a firmhas to be constantly innovating and understand the Latest consumertrends and tastes. Consumer behavior provides invaluable clues andguidelines to marketers on new technological Frontiers, which theyshould explore. 18
  19. 19. A MODEL OF CONSUMER BEHAVIOUR A consumer’s decision to purchase a particular product ofService is the result of complex interplay of a number of variables.The starting point of the decision process is provided by theCompanies marketing stimuli in the shape of product, promotion,Price and distribution strategy. Consumers often purchase newproducts that are associated with a favorable viewed brand name. There favorable attitude towards the brand name originally aNeutral stimuli, may be the results of related satisfaction with otherproducts produced by the same company at the time of receiving themarketing stimuli, the consumer already has a certain mentalemotional and psychological frame of mind developed over years forhis cultural religious, social ,family and psychological background. forinstance, you are on your way to home from office along ,tiring day.On the way you see a hording for cola drink which promises to becool, refreshing and tasteful. 19
  20. 20. This hoarding provides you a stimulus to stop at the nearestcool drink shop and drink which promises to be cool, refreshing andtasteful. This hoarding provides you a a stimuli to stop at the nearestcool drink shop and drink a cola. all three brands (THUMS UP.COCA-COLA,PEPSI )are available at the shop at a certain price. you canrecall some association with each of three brands from theadvertisements you have seen on TV, cutouts andmagazines,hoardings.you buy a particular brand of a cola andconsume it. The initial stimuli for this purchase and consumption wereprovided by the hoarding. This was for the backed up by the otherstimuli such as product display in the shop, watching otherconsumers buy a particular brand, any point of purchase, promotionalmaterial, earlier satisfaction with a given brand etc. 20
  21. 21. MODEL OF CONSUMER BEHAVIOURMarketing Other Stimuli Consumer Consumer Consumer Stimuli Decisions Characteristics Decision Process ProductProduct Economic Choice Problem BrandPrice Technological Recognition Choice Cultural Information DealerPlace Political Search Choice Social Evaluation PurchasingPromotion Cultural Decision Timing Personal Post Purchasing Purchase Amount Psychological Behavior 21
  22. 22. DETAILED MODEL OF FACTORS INFLUENCING CONSUMER BEHAVIOURCulturalFactors Social FactorsCulture Reference Personal Groups FactorsSub-Culture Age & Life Psychological Family Cycle Factors OccupationSocial Economic MotivationClass Circumstance Perception Roles & Status s Learning Lifestyle Buyers Beliefs and Personality & Attitudes Self Concept 22
  23. 23. CULTURAL FACTORSCulture: Culture is the most fundamental determinant of a person’swants and behavior like set of values, perceptions, preferences andbehaviors through his or her family member.Sub Culture: Sub Culture includes nationalities, religions, racialgroups and geographical regions.Social Class: Social classes are relatively homogeneous andenduring divisions and enduring divisions in a society which arehierarch ally ordered and whose members shares similar values,interests and behavior and social classes includes upper class,middle class and lower class.SOCIAL FACTORSReference Groups: A persons reference group consists of all thegroups that have a direct (face to face) are indirect influence on thepersons attitude or behavior. This group to which the person belongsand interacts. 23
  24. 24. Primary Group: a) Family b) Friends c) Neighbors and Co-workers d) Roles e) Status f) Conformity g) Opinion readers h) Diffusion and innovationPERSONAL FACTORS: A consumer decision also influenced bypersonal characteristics notably the buyers age & life cycle stage ,occupation, economic circumstances, life style and personality andself concept.PSYCHOLOGICAL FACTORSMotivation: A person has many needs at any given time. Someneeds are bio-genie. They arise from psychological states of tensionsuch as hunger, tryst and discomfort. 24
  25. 25. Perception: Perception is defined as “the process by which anindividual selects, organizes, intercepts information, inputs to create ameaningful picture of the world.Learning: When people act, they learn. Learning describes changesin an individual’s behavior rising from experience, process of applyingresults of past experience to evaluate a new situation or modifyfuture.Beliefs and Attitudes: Doing and learning, people acquire beliefsand attitudes. These in term influence consumer behavior. Belief is adescriptive thought that a person holds about something. An attitudedescribes a persons enduring favorable or unfavorable evaluations,emotional feelings. 25
  26. 26. INDIAN SOFT DRINKS MARKET SCENARIO The Indian market offers a strong consumer potential as themajority of the population is in middle class category, which is astrong consumer base for any soft drink industry. Coca-Cola and Pepsi are the main combatants in the softdrinks wars. They wage constant and pitch battles for the retail shelfspace. They engage in price wars, copycat advertising, court battlesetc. After 16 years, soft drinks again Coca-Cola cam to India andlaunched Coke in October 1993 for the first time in Agra. As a resultof liberalization and opening doors to the multi national companies,Pepsi came to India in the year 1990 and for Indianization it hasadded the word Lehar. Coca-Cola India’s objective is to create more seasons andreasons for enjoying a Coke. That is why the 200ml “Mini” Cokebottle Coke, as a brand has a 21% market share. Coca-Cola India accounted for 135 million units cases. WhilePepsi company accounted for 79 million units cases. In 2003 Coca-Cola claims a market share of 58% of the totalsoft drinks market. Of this, Coca-Cola and Thumps up accounted for42% with 16% accounted by other drinks such as Limca, Maaz Spriteand Fanta. Pepsi company market share is 42% respectively. 26
  27. 27. Data ANALYSIS ANDINTERPRETATIONS 27
  28. 28. PREFERENCE OF SOFT DRINKS BASED ON AGE GROUPS Table (1) MALE FEMALE AG Number Percentag Number Percentag TOTA E s e s e L 5-14 20 10.93 23 19.66 43 15- 91 49.73 59 50.43 150 24 25- 35 19.12 15 12.82 50 34 35- 19 10.38 13 11.11 32 44 45- 8 4.37 5 4.27 13 54 55- 10 5.46 2 1.71 12 76 The findings suggest that males who are in the age group of15-24 and females in the age group of 15-24 consume more softdrinks. On the whole majority of the respondents who are in the age groupof 15-24 consume more when compared to other age group. 28
  29. 29. PREFERENCE OF SOFT DRINKS BASED ON AGE GROUP 160 150 140 120 CONSUMERS 100 91 80 MALE 59 FEMALE 60 50 43 TOTAL 40 35 32 20 23 19 20 15 13 13 12 8 5 10 2 0 5_14 15-24 25-34 35-44 45-54 55-76 AGE 29
  30. 30. PREFERENCE OF SOFT DRINKS BASED ON OCCUPATION Table (2) MALE FEMALEOCCUPATIO Number Percentag Number Percentag TOTA N s e s e L Students 104 56.83 72 61.54 176 Employees 56 30.60 5 4.27 61Housewives - - 30 25.64 30 Business 19 10.38 - - 19 Medicos 1 0.55 4 3.42 5 Teachers 3 1.64 6 5.139 9 The findings suggest that the Students consume more Drinkswhen compare to other occupants. 30
  31. 31. PREFERENCE OF SOFT DRINK BASED ON OCCUATION 176180160140120CONSUMERS 104100 MALE 80 72 FEMALE 61 56 60 TOTAL 40 30 30 19 19 20 9 6 5 3 6 0 0 1 4 0 Students Housewives Medicos OCCUATION 31
  32. 32. NUMBERS OF CONSUMERS CONSUME A SOFT DRINK Table (3) MALE FEMALE Number Percentag Number Percentag TOTA OPINION s e s e L YES 181 98.91 113 96.58 294 NO 2 1.09 4 3.42 6On the whole majority of the respondents consume a soft drink.NUMBER OF CONSUMER CONSUME A SOFT DRINK NO 2% YES NO YES 98% 32
  33. 33. WITH WHOM ONE WOULD LIKE TO HAVE A DRINK Table (4) MALE FEMALE COMPAN Number Percentag Number Percentag TOTA Y s e s e L Friends 138 75.41 49 41.88 187 Family 37 20.27 60 51.28 97 Others 6 3.28 4 3.42 10 Never 2 1.09 4 3.42 6 The findings suggest that the most of the Male respondentswould like to have a drink with their friends and Females with families. On the whole, the majority of the respondents would like tohave drink with their friends WITH WHOM ONE WOULD LIKE TO HAVE A DRINK 200 187 CONSUMPTION 150 138 97 100 MALE 60 49 FEMALE 50 37 TOTAL 6 4 10 2 4 6 0 Friends Family Others Never COMPANY 33
  34. 34. CHOICE OF CONSUMING A SOFT DRINK Table (5) MALE FEMALE Number Percentag Number Percentag TOTACHOICE s e s e L Snacks 41 22.41 32 27.35 73 Food 15 8.19 17 14.53 32Generall 125 68.31 64 54.70 189 y Not 2 1.09 4 3.42 6Preferred The findings suggest that the most of the respondents consumea soft drink generally. 34
  35. 35. CHOICE OF CONSUMING A SOFT DRINK 200 189CONSUMPTION 180 160 140 125 120 100 MALE FEMALE TOTAL 73 80 64 60 41 32 32 40 15 17 20 2 4 6 0 CHOICE 35
  36. 36. TIMINGS OF CONSUMING A SOFT DRITIMINNK Table (6) MALE FEMALE Number Percentag Number Percentag TOTA TIMNG s e s e L Morning 11 6.02 8 6.84 19 Afternoo 59 32.24 30 25.64 89 n Evening 96 52.46 58 49.57 154 Night 15 8.20 17 14.53 32 Not Preferre 2 1.09 4 3.42 6 d The findings suggest that both the Male & female respondentsrefer to have a soft drink in the Evening 36
  37. 37. TIMING OF CONSUMING A SOFT DRINKCONSUMPTION 180 154 160 140 MALE 120 96 100 89 FEMALE 80 59 58 60 30 32 40 11 8 19 15 17 TOTAL 20 2 1.09 6 0 TIMING 37
  38. 38. FREQUENCY OF CONSUMING A SOFT DRINK Table (7) MALE FEMALE FREQUENCY Numbers Percentage Numbers Percentage TOTAL Regularly 118 64.48 58 49.57 176 Seasonally 31 16.94 35 21.37 56 Occasionally 32 17.49 30 25.64 62 Not Preferred 2 1.09 4 3.42 6 The findings suggest that both the Male &Female respondentsrefer to have soft drinks regularly. 38
  39. 39. FREQUENCY OF CONSUMING A SOFT DRINKCONSUMPTION 200 176 180 160 140 MALE FEMALE 118 120 100 80 62 58 56 TOTAL 60 31 32 30 40 25 20 2 4 6 0 FREQUENCY 39
  40. 40. NUMBER OF TIMES IN A DAY CONSUMERS CONSUME A SOFT DRINK Table (8) MALE FEMALENUMBE Number Percentag Number Percentag TOTA R OF s e s e L TIMES Once 94 51.37 94 80.34 188 Twice 44 24.04 9 7.70 53 Thrice 27 14.75 3 2.56 30 Four 16 8.74 7 5.98 23 times Not 2 1.09 4 3.42 6Preferred Findings suggest that both the Male & Female respondentsprefer to have soft drink once in a day. 40
  41. 41. NUMBER OF TIMES IN A DAY CONSUMERS CONSUME A SOFT DRINKCONSUMPTION 200 188 180 160 140 MALE 120 94 94 100 80 FEMALE 53 60 44 40 27 30 23 TOTAL 16 20 9 7 4 6 3 2 0 Once Twice Thrice Four times Not Preferred TIMES IN A DAY 41
  42. 42. CHOICE OF VENUE FOR HAVING A SOFT DRINK Table (9) MALE FEMALEPlace ofBuying Numbers Percentage Numbers Percentage TOTALGeneral 46 25 28 23.93 74Stores IceCream 9 4.9 15 12.82 24 parlor Super 4 2.2 10 8.5 14MarketHotels 20 10.92 8 6.84 28Bakeries 89 48.63 43 36.75 132 Fast Food 10 5.46 5 4.27 15 centers Others 3 1.64 4 3.41 7 Not 2 1.09 4 3.41 6preferred The findings suggest that most of the respondents refer to have adrink in bakeries. 42
  43. 43. CHOICE OF VENUE FOR HAVING A SOFT DRINK 140 132 120 100 88CONSUMPTION 80 MALE FEMALE 74 60 TOTAL 46 43 40 28 28 24 20 20 16 15 14 10 10 8 8 7 5 6 4 3 4 4 2 0 Others Bakeries Super market Hotels Not preferred Fast food centers General stores Ice cream arlour VENUE 43
  44. 44. AVAILAIBILITY OF SOFT DRINK IN A LOCALITY Table (10)Availabilit MALE FEMALEy of a soft Number Percentag Number Percentag TOTA drink s e s e L Sufficient 171 93.44 109 93.16 280 In 10 5.46 4 3.42 14 Sufficient Not 2 1.09 4 3.42 6 Preferred The findings suggest that most of the respondents feel that thepresent availability of a soft drink is sufficient AVAILAIBILITY OF SOFT DRINK IN A LOCALITY 2% 5% Sufficient Insufficient 93% Not-Preferred 44
  45. 45. PREFERENCE OF PACKAGE CONVIENICENCE OF A SOFT DRINK Table (11) MALE FEMALEPACKAG Number Percentag Number Percentag TOTA E s e s e L 200 ml 106 47.92 91 77.78 197 300 ml 31 16.94 6 5.13 37 500 ml 8 4.37 3 2.56 11 One Lt. 3 1.64 3 2.56 6 1.5 Lts. 18 9.84 6 5.13 24 Cans 6 3.28 2 1.71 8 Tetra’s 0 0 1 0.85 1Two Lts. 9 4.92 1 0.85 10 Not 2 1.09 4 3.42 6preferred A majority of Males & Females prefer to have 200 ml packagewhen compared to other packages. 45
  46. 46. PREFERENCE OF A PACKAGE CONVIENIENCE OF A SOFT DRINK 197 200 180 160 140 MALECONSUMPTION 120 FEMALE 106 100 TOTAL 91 80 60 37 40 31 24 18 20 11 9 10 6 8 6 6 6 8 6 3 33 2 011 1 24 0 Tetras Not preferred Cans One Lt. 1.5 Lts. Two Lts. 200 ml 300 ml 500 ml PACKAGE 46
  47. 47. RESPONSE OF CONSUMERS WHETHER THEY STICK TO ONE BRAND OR NOT Table (12) MALE FEMALERESPONS Number Percentag Number Percentag TOTA E s e s e L Yes 118 64.49 68 58.12 186 No 63 34.43 45 38.46 108 Not 2 1.09 4 3.42 6 Preferred The findings suggest that the majority of the respondents do stickto one brand.RESPONSE OF CONSUMERS WHETHER THEY STICK TO ONE BRAND OR NOT 2% 36% 62% Yes No Not-Preferred 47
  48. 48. DOES AN ADVERTISEMENT MAKE YOU TO SHIFT FROM VARIOUS BRANDS Table (13) MALE FEMALE SHIFTIN Number Percentag Number Percentag TOTA G s e s e L YES 72 39.34 52 44.44 124 NO 109 59.56 61 52.14 170 Not 2 1.09 4 3.42 6Preferred The findings suggest that an advertisement does not influencepeople to shift between various brands of a soft drink.DOES AN ADVERTISEMENT MAKE YOU TO SHIFT FROM ONE BRAND TO OTHER 2% 41% 57% Yes No Not-Preferred 48
  49. 49. VARIOUS ADVERTISING SOURCES OF AWARENESS Table (14) MALE FEMALE Number Percentag Number Percentag TOTA SOURCE s e s e L Television 127 69.39 58 49.6 185 Magazine 4 2.18 3 2.6 7 s News 9 4.91 8 6.83 17 Papers Cutouts 7 3.82 4 3.4 11 Truck 15 8.19 11 9.4 26 Boards Paintings 12 6.56 15 12.8 27 All 7 3.82 14 12 21 Not 2 1.09 4 3.4 6 Preferred The findings suggest that most of the respondents come to knowabout the advertisement through television. 49
  50. 50. PREFERENCE OF A PACKAGE CONVIENIENCE OF A SOFT DRINK 200 185 180 160 140 127 MALE 120CONSUMPTION FEMALE 100 TOTAL 80 58 60 40 26 27 21 17 15 15 20 12 14 9 8 11 11 7 7 7 6 4 3 4 2 4 0 Not Preferred News Papers All Magazines Cutouts Painitngs Truck Boards Television PACKAGE 50
  51. 51. WHICH BRAND ADVERTISEMENT INFLUENCE THE CONSUMER Table (15) MALE FEMALE OPINION Number Percentag Number Percentag TOTA s e s e L Coca- 91 49.73 58 49.57 149 Cola Pepsi 31 16.99 11 9.41 42 Thumps 59 32.25 34 37.61 103 Up Not 2 1.09 4 3.42 6 preferred The findings suggest that most of the respondents are very muchimpressed with Coca-Cola advertisement when compared to otherbrands. 51
  52. 52. WHICH BRAND ADS INFLUENCE TO THE CONSUMERS 160 149 140 120 103 100 91CONSUMERS 80 MALE FEMALE TOTAL 58 59 60 44 42 40 31 20 11 6 4 2 0 Coca-Cola Pepsi Thumps Up Not preferred OPINION 52
  53. 53. COSUMPTION OF CONSUMING A MINERAL WATER Table (16) MALE FEMALE OPINION Number Percentag Number Percentag TOTA s e s e L YES 152 83.07 95 81.20 247 NO 29 15.85 18 15.38 47 NOTPREFERRE 2 1.09 4 3.42 6 DThe findings suggest that most of the respondents are consumingmineral water frequently. CONSUMPTION OF MINERAL WATER 16% 2% Yes No Not-Preferred 82% 53
  54. 54. BRAND IMAGE OF THE CONSUMERS Table (17) MALE FEMALE BRAND Numbers Percentage Numbers Percentage TOTAL Kinley 130 71.04 63 53.85 193 Aqua 12 6.56 8 6.84 20 Fina Bisleri 36 19.67 40 34.19 76 Bailey 3 1.64 2 1.71 5 Not 2 1.09 4 3.42 6 preferred The findings suggest that most of the respondents prefer to drinkKinley mineral water when compared to other brands. 54
  55. 55. BRAND IMAGE OF THE CONSUMERS 140 130 120 103 100CONSUMERS 80 76 MALE 62 FEMALE 60 TOTAL 40 40 36 20 20 12 8 6 6 4 3 2 2 0 Kinley AquaFina Bisleri Bailery Not Prferred BRAND 55
  56. 56. CONCLUSIONS ANDSUGGESTIONS 56
  57. 57. CONCLUSIONS 1) Majority of the respondents who are in the age group of 15 to 24 consume more soft drinks when compared to others. 2) 98% of the consumers are consuming a soft drink. 3) Majority of the consumers prefer to have a drink regularly. 4) Majority of the respondents prefer Thumps Up (78%) in Cola flavor, Fanta (51%) in OrangeFlavor,Limca (64%) in Lemon flavor,Maaza (69%) in Fruitbased (non aerated) and sprite (75%) in clear soft drink Flavors. 5) Majority of the consumers prefer to have 200ml package when compared to other packages. 6) Most of the consumers stick to one brand.7).Advertisement does not influence the consumers to shift Between various brands of a soft drink. 8) Majority of the consumers are impressed with the . Coca-Cola advertisement. 57
  58. 58. SUGGESTIONS  The period especially between March and June where the demand is at peak, it has to be ensured that supply the soft drinks is adequate.  An additional campaigning is suggested in order to top the market in rural sector.  Innovative packaging can give a company and advantage over competitors.  Price should be decreased to have an impact on consumption factors. 58
  59. 59. BIBLIOGRAPHY 59
  60. 60. BIBLIOGRAPHYCONSUMER BEHAVIOUR : Leon G.Schiffman Lesie Lazar KanukPRINCIPLES OF MARKETING : Phillip Kotlar OTHER SOURCES : Advertising & Marketing & Business Today Magazine 60
  61. 61. QUESTIONAIRE 61
  62. 62. QUESTIONAIREName:Age:Sex:Address:Phone no:Occupation:  Do you consume soft drinks? a) Yes b) No  How often do you take soft drinks? a) Regularly b) Seasonally c) Occasionally  How many times in a day? a) Once b) Twice c) Thrice d) Four times  What do you think of the availability of soft drinks in your area? a) Sufficient b) In sufficient 62
  63. 63.  Which package do you prefer? a) 200ml b) 300ml c) 500ml d) One liter e) 1.5 lts f) Two lts g) Cans f) Tetra Do you stick to one brand? a) Yes b) No How many of soft drinks have you tasted? a) Thums Up b) Coca-cola c) Pepsi d)Fanta e) Mirinda f) Limca g) Sprite h) 7Up i) Maaza j) Slice. Will an advertisement make you to shift from one brand to other? a) Yes b) No Do you consume mineral water? a) Yes b) No 63
  64. 64.  If “yes” which of the following? a) Kinely b) Aquafina c) Bisleri d) Bailey. Any suggestions? (P.BALAKRISHNA) 64

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