coca cola research report

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“A STUDY ON CONSUMERS’ PREFERENCES TOWARDS COCA COLA SOFT DRINK PRODUCTS” Project Report submitted in partial fulfillment of the requirements for the award of Degree of Master of Business Administration of UPTU, LUCKNOW Under the guidance of: Mr. Sandeep Shrivastava Submitted by: Shubhendra Kumar Singh MBA 4 th Sem. Roll No. 1266070084 Session 2013-2014 0

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Page 1: coca cola Research Report

“A STUDY ON CONSUMERS’ PREFERENCES TOWARDS COCA COLA SOFT DRINK

PRODUCTS”

Project Report submitted in partial fulfillment of the requirements for the award of

Degree of Master of Business Administration of

UPTU, LUCKNOW

Under the guidance of:Mr. Sandeep Shrivastava

Submitted by:Shubhendra Kumar Singh

MBA 4th Sem.

Roll No. 1266070084

Session 2013-2014

GOEL INSTITUTE OF HIGHER STUDIES

LUCKNOW

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DECLARATION

I, Shubhendra Kumar Singh hereby declare that the Project Report entitled “A STUDY ON

CONSUMERS’ PREFERENCES TOWARDS COCA COLA SOFT DRINK PRODUCTS”

submitted to the Uttar Pradesh University, in partial fulfillment of the requirements for the award

of the Degree of Master of Administration is a record of original and independent research work

done by me during the period of study from 23-01-2014 to 05-3-2014 under the Supervision and

Guidance of Mr. Sanjay bharatdwaj and it has not been formed the basis for the award of any

Degree/Diploma/ Associate ship/Fellowship or other similar title of any candidate of any

University.

Date: Signature of the Student

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ACKNOWLEDGEMENT

I extend my hearty thanks to Mrs. LAKSHMI, Human Resource management of COCA

COLA, Lucknow for granting me permission to do the project work in their esteemed concern.

I would be deeply obliged to thank Mr. Sanjay Bhardwaj, Marketing Department,for providing

me an opportunity to do the project in Coca Cola, Lucknow.

I would be grateful to express my sincere thanks to Prof.Dr. Shishir Srivastava, HOD of Goel

Institute of Higher Studies for providing me an opportunity to do the project.

I would be grateful to express my sincere thanks to Mr. Sandeep Shrivastava for his support

and guidance to complete the project.

I would be obliged to thank Ms. Garima Singh for his all support and guidance in data analysis

and drawing inferences.

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TABLE OF CONTENTS

CHAPTER NO PARTICULARS PAGE NOEXECUTIVE SUMMARY 01

1.0 INTRODUCTION1.1 INDUSTRY PROFILE 03

1.2 COMPANY PROFILE 13

1.3 PRODUCT PROFILE 14

1.4 PROJECT PROFILE 21

1.5 RESEARCH OBJECTIVES 21

2.0 LITERATURE REVIEW2.1 CONCEPTUAL DEFINITIONS 23

2.2 LITERATURE REVIEW 263.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN 30

3.2. SAMPLING DESIGN 313.3 DATA COLLECTION DESIGN 31

3.4 ANALYSIS DESIGN 32

3.5 LIMITATIONS 33

4.0 ANALYSIS AND INTERPRETATION 355.0 FINDINGS, CONCLUSIONS AND SUGGESTIONS

5.1 FINDINGS 965.2 CONCLUSIONS 975.3 SUGGESTIONS 97

BIBLIOGRAPHY 99

APPENDICIES

QUESTIONNARIE 101

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LIST OF TABLES

TABLE NO TITLE PAGE NO

4.1 REASON FOR SHOPPING 36

4.2 NATURE OF PURCHASE 37

4.3 USE OF SOFT DRINKS 38

4.4 CONSUMPTION OF SOFT DRINKS 39

4.5 INFLUENCE ON PURCHASE 40

4.6 BRAND PREFERENCE 41

4.6.1 BRAND PREFERENCE- COLA DRINKS 41

4.6.2 BRAND PREFERENCE- MANGO DRINKS 42

4.7 PERCEPTION OF TASTE 43

4.7.1 PERCEPTION OF TASTE- COCA COLA 43

4.7.2 PERCEPTION OF TASTE- FANTA 44

4.7.3 PERCEPTION OF TASTE- SPRITE 45

4.7.4 PERCEPTION OF TASTE- THUMSUP 46

4.7.5 PERCEPTION OF TASTE- LIMCA 47

4.7.6 PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE 48

4.7.7 PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT 49

4.7.8 PERCEPTION OF TASTE- MAAZA 50

4.7.9 PERCEPTION ON TASTE OF COCO COLA PRODUCTS- A

COMPARISON

51

4.8 BUYING PATTERN 52

4.9 QUANTITY PURCHASED 53

4.10 PLACE OF PURCHASE 54

4.11 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS 55

4.11.1 COCA COLA 55

4.11.2 FANTA 57

4.11.3 SPRITE 59

4.11.4 THUMSUP 61

4.11.5 LIMCA 63

4.11.6 MINUTE MAID PULPY ORANGE 65

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4.11.7 MINUTE MAID MIXED FRUIT 67

4.11.8 MAAZA 69

4.12 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS 72

4.12.1 COCA COLA 72

4.12.2 FANTA 73

4.12.3 SPRITE 74

4.12.4 THUMSUP 75

4.12.5 LIMCA 76

4.12.6 MINUTE MAID PULPY ORANGE 77

4.12.7 MINUTE MAID MIXED FRUIT 78

4.12.8 MAAZA 79

4.12.9 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A

COMPARISON

80

4.13 OPINION ON COCA COLA’S MASS MEDIA ADVERTISEMENT 81

4.14 THE M OST ATTRACTIVE COLA DRINKS ADVERTISEMENT 82

4.15 THE MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT 83

4.16 I NFLUENCE OF ADVERTISEMENT IN THE PURCHASE OF COCA

COLA PRODUCTS

84

4.17 CELEBRITIES ENDORSEMENT LIKED MOST 85

4.17.1 AMIR KHAN 85

4.17.2 VIJAY 86

4.17.3 KATRINA KAIF 87

4.17.4 SALMAN KHAN 88

4.17.5 KAREENA KAPOOR 89

4.17.6 CELEBRITIES EN DORSEMENT LIKED MOST- A COMPARSION 90

4.18 CLASSIFICATION OF RESPONDENTS BASED ON GENDER 91

4.19 CLASSIFICATION OF RESPONDENTS BASED ON AGE 92

4.20 CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION 93

4.21 CLASSIFICATION OF RESPONDENTS BASED ON INCOME 94

LIST OF CHARTS

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CHART

NO

TITLE PAGE NO

4.1 RRASON FOR SHOPPING 36

4.2 NATURE OF PURCHASE 37

4.3 USE OF SOFT DRINKS 38

4.4 CONSUMPTION OF SOFT DRINKS 39

4.5 INFLUENCE ON PURCHASE 40

4.6.1 BRAND PREFERNCES- COLA DRINKS 41

4.6.2 BRAND PREFERNCES- MANGO DRINKS 42

4.7.1 PERCEPTION OF TASTE- COCA COLA 43

4.7.2 PERCEPTION OF TASTE-FANTA 44

4.7.3 PERCEPTION OF TASTE-SPRITE 45

4.7.4 PERCEPTION OF TASTE-THUMSUP 46

4.7.5 PERCEPTION OF TASTE-LIMCA 47

4.7.6 PERCEPTION OF TASTE-MINUTE MAID PULPY ORANGE 48

4.7.7 PERCEPTION OF TASTE-MINUTE MAID MIXED FRUIT 49

4.7.8 PERCEPTION OF TASTE-MAAZA 50

4.7.9 PERCEPTION ON TASTE OF COCA COLA BRANDS- A COMPARISON 51

4.8 BUYING PATTERN 52

4.9 QUANTITY PURCHASED 53

4.10 PLACE OF PURCHASE 54

4.11.1 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS-

COCA COLA

56

4.11.2 FANTA 58

4.11.3 SPRITE 60

4.11.4 THUMS UP 62

4.11.5 LIMCA 64

4.11.6 MINUTE MAID PULPY ORANGE 66

4.11.7 MINUTE MAID MIXED FRUIT 68

4.11.8 MAAZA 70

4.11.9 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS- A 71

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COMPARISON

4.12.1 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- COCA

COLA

72

4.12.2 FANTA 73

4.12.3 SPRITE 74

4.12.4 THUMSUP 75

4.12.5 LIMCA 76

4.12.6 MINUTE MAID PULPY ORANGE 77

4.12.7 MINUTE MAID MIXED FRUIT 78

4.12.8 MAAZA 79

4.12.9 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A

COMPARISON

80

4.13 OPINION ON COCA COLA’S MASS MEDIA ADVERTISEMENT 81

4.14 MOST ATTRACTIVE COLA DRINKS ADVERTISEMENT 82

4.15 MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT 83

4.16 INFLUENCE OF ADVERTISEMENT 84

4.17.1 CELEBRITIES ENDORSEMENT LIKED MOST- AMIR KHAN 85

4.17.2 VIJAY 86

4.17.3 KATRINA KAIF 87

4.17.4 SALMAN KHAN 88

4.17.5 KAREENA KAPOOR 89

4.17.6 CELEBRITIES ENDORSEMENT LIKED MOST- A COMPARISON 90

4.18 CLASSIFICATION OF RESPONDENTS BASED ON GENDER 91

4.19 CLASSIFICATION OF RESPONDENTS BASED ON AGE 92

4.20 CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION 93

4.21 CLASSIFICATION OF RESPONDENTS BASED ON INCOME 94

Executive Summary:

Joseph Priestleyinvented carbonated water in the year 1767 in England. Soft drink has

become world’s leading beverage sector and is expected to lead the market value of $5.9 billion

by the end of 2015. Global consumption of soft drinks is rising by 7% a year, well ahead of all

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other beverage categories. Coca Cola has come a long way since its beginning; from selling nine

bottles a day to currently 800 million, as well as becoming one of the worlds’s most recognized

brands. It is head quartered in Atlanta. Coca Cola owns over 400 brands that appeal to many

different people all throughout the world. The specific objectives of the project were to

determine the factors influencing consumers’ choice of soft drinks products and as well as brands

and to identify the customers’ buying pattern related to Coca Cola products. The research design

used in this project was Descriptive research and the research method used was survey method.

A survey was conducted and feedback collected from 150 respondents. The data was analyzed

with the help of statistical package SPSS. The findings revealed that themajority of the

respondents are making their purchase on a monthly basis. The majority of the respondents are

doing planned purchase. They buy soft drinks for family use. The majority of the respondents are

purchasing cola drinks and mango drinks.They buy soft drinks mainly for taste. The majority of

the respondents preferred Coca cola in the Cola drinks category and Slice in the Mango drink

category. Their purchasing occasions were during offer period. In offer period they purchase 5-

10litres. Themajority of the respondents purchase soft drinks in super markets. The majority of

the respondents prefer Coca Cola for taste, Fanta for advertisement, Sprite for brand name,

Thums Up and Limca for advertisement, Minute maid pulpy orange because of influence of

circle of friends, Minute maid mixed fruit for price and Maaza for taste. Most of the respondents

are satisfied with the price of all Coca Cola products. They stated that Coca Cola advertisement

were good but also that they are not as attractive as that of competitors. Most of the respondents

are attracted by Coca Cola advertisement in Cola drinks category and Maaza in Fruit drinks

category. Most of the respondents liked AamirKhan as celebrity for endorsing Coca Cola

products. Majority of the respondents are Male, belonging to age group of 31-40 years, majority

are doing business and belonging to income category of Rs.15001-30000.Company must

concentrate on creating awareness for Limca, Sprite and Minute maid which are not preferred by

consumers as theyprefer only familiar brands such as Coca Cola and Maaza.

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INTRODUCTION

1.1 Industry Profile:

A soft drink (also called soda, pop, coke, soda pop, fizzy drink, tonic, seltzer, mineral,

sparkling water, lolly water or carbonated beverage) is a beverage that typically contains water

(often, but not always carbonated water), usually a sweetener and usually a flavoring agent. The

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sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar substitutes (in the case of

diet drinks) or some combination of these. Soft drinks may also contain caffeine, colorings,

preservatives and other ingredients.

Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts

of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the

total volume if the drink is to be considered non-alcoholic. Fruit juice, tea, and other such non-

alcoholic beverages are technically soft drinks by this definition but are not generally referred to

as such.

Soft drinks may be served chilled or at room temperature, and some, such as Dr. Pepper, can

be served warm.The first marketed soft drinks in the Western world appeared in the 17th

century. They were made of water and lemon juice sweetened with honey. In 1676,

the Compagnie des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft

drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to

thirsty Parisians.

Carbonated drinks:

In the late 18th century, scientists made important progress in replicating naturally

carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of

infusing water with carbon dioxide to make carbonated water when he suspended a bowl of

distilled water above a beer vat at a local brewery in Leeds, England. His invention of carbonated

water (also known as soda water) is the major and defining component of most soft drinks.

Priestley found that water treated in this manner had a pleasant taste, and he offered it to friends

as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with

Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now called)

onto chalk to produce carbon dioxide gas, and encouraging the gas to dissolve into an agitated

bowl of water.

Another Englishman, John Mervin Nooth, improved Priestley's design and sold his apparatus for

commercial use in pharmacies. Swedish chemist Torbern Bergman invented a generating

apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's

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apparatus allowed imitation mineral water to be produced in large amounts. Swedish chemist Jon

Jacob Berzelius started to add flavors (spices, juices, and wine) to carbonated water in the late

eighteenth century.

Soda fountains vs. bottled sodas:

In 19th century America, the drinking of either natural or artificial mineral water was

considered a healthy practice. The American pharmacists selling mineral waters began to add

herbs and chemicals to unflavored mineral water. They used birch bark (see birch

beer), dandelion, sarsaparilla, fruit extracts, and other substances. Flavorings were also added to

improve the taste. Pharmacies with soda fountains became a popular part of American culture.

Many Americans frequented the soda fountain on a daily basis. Due to problems in the U.S. glass

industry, bottled drinks were a small portion of the market in the 19th century. (However, they

were known in England. In The Tenant of Wild fell Hall, published in 1848, the caddish

Huntingdon, recovering from months of debauchery, wakes at noon and gulps a bottle of soda-

water.) In America, most soft drinks were dispensed and consumed at a soda fountain, usually in

a drugstore or ice cream parlor. In the early 20th century, sales of bottled soda increased

exponentially. In the second half of the 20th century, canned soft drinks became an important

share of the market.

Soft drink bottling industry:

Over 1,500 U.S. patents were filed for a cork, cap, or lid for the carbonated drink bottle

tops during the early days of the bottling industry. Carbonated drink bottles are under great

pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide or

bubbles from escaping. In 1892, the "Crown Cork Bottle Seal” was patented by William Painter,

a Baltimore, Maryland machine shop operator. It was the first very successful method of keeping

the bubbles in the bottle.

Automatic production of glass bottles:

In 1899, the first patent was issued for a glass-blowing machine for the automatic

production of glass bottles. Earlier glass bottles had all been hand-blown. Four years later, the

new bottle-blowing machine was in operation. It was first operated by the inventor, Michael

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Owens, an employee of Libby Glass Company. Within a few years, glass bottle production

increased from 1,400 bottles a day to about 58,000 bottles a day.

Soft drink production:

Soft drinks are made by mixing dry ingredients and/or fresh ingredients (for example,

lemons, oranges, etc.) with water. Production of soft drinks can be done at factories or at home.

Soft drinks can be made at home by mixing either a syrup or dry ingredients with carbonated

water. Carbonated water is made using a soda siphon or a home carbonation system or by

dropping dry ice into water. Syrups are commercially sold by companies such as Soda-Club; dry

ingredients are often sold in pouches, in the style of the popular U.S. drink mix Kool-Aid.

Ingredient quality:

Of most importance is that the ingredient meets the agreed specification on all major

parameters. This is not only the functional parameter (in other words, the level of the major

constituent), but the level of impurities, the microbiological status, and physical parameters such

as color, particle size, etc.

Soft drinks Industry in India:

Soft Drinks in India industry profile provide top-line qualitative and quantitative

summary information including: market size. The profile also contains descriptions of the

leading players including key financial metrics and analysis of competitive pressures within the

market. Essential resource for top-line data and analysis covering the India soft drinks market.

The soft drinks market consists of retail sale of bottled water, carbonates, concentrates,

functional drinks, juices, RTD tea and coffee, and smoothies. However, the total market volume

for soft drinks market excludes the concentrates category. The market is valued according to

retail selling price (RSP) and includes any applicable taxes. Any currency conversions used in

the creation of this report have been calculated using constant 2012 annual average exchange

rates. The Indian soft drinks market generated total revenues of $3.8 billion in 2012, representing

a compound annual growth rate (CAGR) of 11% for the period spanning 2009-2012.

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Producers:

North America:

The Coca-Cola Company

Dr. Pepper Snapple Group

PepsiCo

South America:

Ajegroup: (Peruvian origin, operates in 14 countries, now headquartered in Mexico),

producers of Big Cola, Cielo (mineral water), Cifrut (fruit juice), Free Tea, Free World Light

(referred to locally as Free Light), Kola Real, Oro, Pulp (nectar), Sporade (sports drink)

and Volt (energy drink)

AmBev: (Brazil, operates in 14 countries, owned by Anheuser-Busch InBev), the largest

bottler of Pepsi Cola products outside the United States, also produces Guarana Antarctica,

Soda Limonada, Sukita, H2OH! and Guara!

Corporación José R. Lindley S.A: (Peru), producers of Aquarius (flavored

water), Burn (energy drink), Coca-Cola, Crush, Fanta, Frugos (nectar), Inca Kola, Kola

Inglesa, Powerade (energy drink), San Luis (mineral water) and Sprite

Embotelladora Don Jorge S.A.C: (Peru), producers of Agua Vida (mineral

water), Click(fruit drink), Isaac Kola and Perú Cola

EmbotelladoraLatinoamericana S.A. (ELSA): (Colombia), producers

of Cyro, Liv (mineral water), RC Cola and Ship

PepsicoIncSucursal Del Peru: (Peru), producers of Pepsi Cola, Seven Up, Triple

Kola, Concordia, San Carlos (mineral water), Evervess, Gatorade (sports drink)

and Adrenalina Rush (energy drink)

Europe:

Perrier

Jupiler

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Africa:

HamoudBoualem founded in 1878 in Algiers, exports its products to Europe and Canada.

Ifri. another Algerian company based in Bejaia.

India:

Appy Fizz by Parle

Agua Blue (Natural Mineral Water By LR Beverages PvtLttd)

Banta (lemon-flavoured soft drink

Bovonto (grape soda produced by Kali Mark)

Campa Cola (popular Indian soda introduced in 1977)

Cloud 9 (energy drink)

Frooti (mango-flavoured drink from Parle Agro)

Frams (Local drink from Pune)

Gold Spot

Grappo Fizz

Ganga (Local drink of Haryana)

Guptas (8 flavoureds soft drinks introduced in 1947)

Juicila (Powdered Soft Drink Concentrate available in Orange, Mango, Lemon, Cola,

Masala, Jaljira )

Limca (lemon-lime soda)

LMN (lemon drink produced by Parle Agro)

Kalimark

Duke's Mangola (mango drink from Dukes bought by PepsiCo)

Duke's Lemonade

Maaza (mango drink from Parle bought by Coca-Cola)

Rasna (powdered soft drink)

Real (fruite juice from Dabur)

Red bull (energy drink)

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Thums Up (Cola drink from parleargo then bought by coca cola)

777 (soft drink) (Panner,Cola,Orange,Lemon,Clear Lemon Lime,Mango)

Soft drinks time line:

1798 The term "soda water" first coined.

1810 First U.S. patent issued for the manufacture of imitation mineral waters.

1819 The "soda fountain" patented by Samuel Fahnestock.

1835 The first bottled soda water in the U.S.

1851 Ginger ale created in Ireland.

1861 The term "pop" first coined.

1874 The first ice-cream soda sold.

1876 Root beer mass produced for public sale.

1881 The first cola-flavored beverage introduced.

1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.

1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.

1892 William Painter invented the crown bottle cap.

1898 "Pepsi-Cola" is invented by Caleb Bradham.

1899 The first patent issued for a glass blowing machine, used to produce glass bottles.

1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.

1919 The American Bottlers of Carbonated Beverages formed.

1920 The U.S. Census reported that more than 5,000 bottlers now exist.

Early 1920's The first automatic vending machines dispensed sodas into cups.

1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime

Sodas" later called "7 Up". Invented by Charles LeiperGrigg.

1957 The first aluminum cans used.

1959 The first diet cola sold.

1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh,

PA. The pull-ring tab was invented by Alcoa.

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1963 The Schlitz Brewing company introduced the "Pop Top" beer can to the nation in

March, invented by ErmalFraze of Kettering, Ohio.

1965 Soft drinks in cans dispensed from vending machines.

1965 The reseal abletop invented.

1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink

Association.

1970 Plastic bottles are used for soft drinks.

1973 The PET (Polyethylene Terephthalate) bottle created.

1974 The stay-on tab invented. Introduced by the Falls City Brewing Company of

Louisville, KY.

1979 Mello Yello soft drink is introduced by the Coca Cola company as competition

against Mountain Dew.

1981 The "talking" vending machine invented.

Beverage Industry:

The beverage industry is a shifting landscape as volume leading categories such as soft

drinks continue to lose volume versus prior year while functioning and health and wellness

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oriented categories enjoy strong volume growth. Functional beverages continue to be the hottest

segment in beverage.Market research firm Zenith International estimates global per capita

consumption of functional beverages will increase 25% from 2010 to 2013, roughly from 5.5

liters per person to 6.9 liters. Industry giants Coca Cola (www.coke.com) and Pepsi

(www.pepsico.com) continue to diversify their portfolios, as evidenced with Coke’s acquisitions

involving Glaceau’s vitamin water (www.glaceau.com), Fuze (www.drinkfuze.com) and its

recent investment in Zico coconut water (www.zico.com).

The beverage industry refers to the industry that produces drinks. Beverage production

can vary greatly depending on which beverage is being made. The website

ManufacturingDrinks.com explains that, "bottling facilities differ in the types of bottling

lines they operate and the types of products they can run". Other bits of required information

include the knowledge of if said beverage is canned or bottled, hot-fill or cold-fill, and natural or

conventional. Innovations in the beverage industry, catalyzed by requests for non-alcoholic

beverages, include: beverage plants, beverage processing, and beverage packing.

Beverage Production:

Beverage production can be a complicated process if you are new to the industry.

Bottling facilities differ in the types of bottling lines they operate and the types of products they

can run: cans vs bottles, hot-fills vs cold-fill, natural vs conventional etc. It is critical to

understand the requirements of your beverage brand before you begin the production process.

Demand for non-alcoholic beverages has been the catalyst for innovations in drink production in

recent years, including beverage plants, beverage processing and beverage packing.

No two beverage plants are alike. The beverage process each beverage production facility

specializes in can vary greatly as can the beverage packing equipment available. There are many

types of beverage processing equipment, some of the capabilities you may need to consider

given the requirements of your brand include:

Cold Fill

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Hot Fill

Carbonation

Aseptic or tetra pack

Tunnel Pasteurization

Other key considerations are the contract manufacturing fees charged by the beverage production

company to run your product and the geographic location of the facility. If you wish to distribute

your brand in the Northeast but the only facility that can run your product is located in Southern

California, then you need to account for the freight expense of raw materials as well as finishes

product.

Beverage Industry in India:

The food processing industry in India has a total turnover of around USD 65 billion

which includes value added products of around USD 20.6 billion. The beverage industry in India

constitutes of around USD 230 million among the USD 65 billion food processing industry. The

major sectors in beverage industry in India are tea and coffee which are not only sold heavily in

the domestic market but are also exported to a range of leading overseas markets. Half of the tea

and coffee products are available in unpacked or loose form. Among the hot beverages

manufactured in India, tea is the most dominant beverage that is ruling both the domestic and

international market even today.

The taste factor in tea varies according to the taste of individuals in different countries

and the beverage companies in India manufacture the products in accordance with the taste of the

individuals. For example, the inhabitants in the southern parts of India prefer dust tea whereas

the inhabitants in the western part of India prefer loose tea. The Southern India also prefers

coffee a lot. The production capacity of the total packaged coffee market is 19,600 tones which is

approximately a USD 87 million market. The soft drink market such as carbonated beverages

and juices constitutes around USD 1 billion producing 284 million crates per year. In the peak

season, the consumption capacity reaches 25 million creates per month and during off season the

same goes down to 15 million crates in a month. Pepsi and Coca cola are the two leading brands

in the Indian market. The mineral water market in India is a USD 50 million industry and

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produces 65 million crates. Around 4.9 million crates is usually consumed each month but it

rises to 5.2 million crates in the peak season.

1.2 Company Profile:

Coca Cola was founded in the year 1886. In India its headquarters in Haryana. Coca-Cola

Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited

and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign

investments in 1991. In India their CEO was Atul Singh. Since then its operations have grown

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rapidly through a model that supports bottling operations, both company owned as well as

locally owned and includes over 7,000 Indian distributors and more than 1.7 million retailers.

Today, our brands are the leading brands in most beverage segments.

Hindustan Coca-Cola Beverages Private Ltd has thirteen authorized bottling partners of

the Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages

under certain specified trademarks of the Coca-Cola Company; and an extensive distribution

system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited

sells concentrate and beverage bases to authorized bottlers who are authorized to use these to

produce our portfolio of beverages. These authorized bottlers independently develop local

markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and

numerous other businesses. In turn, these customers make our beverages available to consumers

across India.

The Coca-Cola system in India directly employs over 25,000 people including those on

contract. As a Company, our products are an integral part of the micro economy particularly in

small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India

is amongst the largest domestic buyers of certain agricultural products. As an industry which has

strong backward and forward linkages, our operations catalysis growth in demand for products

like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. The

Coca-Cola Company has always placed high value on good citizenship. Our basic proposition

entails that our Company's business should refresh the market; enrich the workplace; protect and

preserve the environment; and strengthen the community.

We have used our distribution network for disaster relief, our marketing prowess to raise

awareness on issues such as PET recycling, and our presence in communities to improve access

to education and potable water. Their main competitor is Pepsi Co.

1.3 Product Profile:

Coca Cola:

It was launched in the year 1886. It is the flagship brand of the largest manufacturer,

marketer and distributor of nonalcoholic beverages in the world.

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Variety:

Cans: 330ml

RGB: 200ml, 300ml,

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

Diet coke:

Diet coke contains plenty of taste but no calories. Diet coke is also known as Coke light

in some countries. It was launched in 1982 in America has become the third largest soft drink.

Variety:

PET: 600ml

Can: 300ml, 330ml

Thums Up:

Originally introduced in 1977. Thums Up was acquired by the Coca Coal company in

1993.

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Sprite:

Since its inception is 1999, Sprite has not only established itself as a brand which

successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban and

straight forward style, but has also achieved status of an undisputed youth 'badge' brand. Today

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Sprite is the most preferred and fastest growing soft drink in India and has become the second

largest soft drink in 2009, aiming for the No.1 spot.

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

Fanta:

Fanta entered the Indian market in the year 1993. Perceived as a fun youth brand. Fanta

stands for its vibrant color, tempting taste and tingling bubbles.

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

Limca:

It was launched in1971;Limca has remained unchallenged as the No.1 Sparkling Drink in

the Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite combined with

the single minded proposition of the brand as the provider of "Freshess".

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

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PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

Maaza:

It was introduced in the year 1970. Universally loved for its taste, color, thickness and

wholesome properties. Maaza is the mango lover’s first choice. In India introduced in 1976.

Variety:

RGB: 200ml, 250ml

PET: 600ml, 1.2lt

Pocket pack: 200ml

Minute maid Pulpy Orange:

The history of the Minute Maid brand goes as far back as 1945 when the Florida Food

Corporation developed orange juice powder. They branded it Minute Maid, a name connoting

the convenience and the ease of preparation (In a minute).Launched in 2009.

Variety:

PET: 400ml, 1lt, 1.25lt

Minute maid Nimbu Fresh:

It was launched first in South of India in January 2010. Minute Maid Nimbu Fresh started

refreshing the whole India by April 2010.

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Variety:

PET: 400ml

RGB: 200ml

Tetrapack: 200ml

Burn:

Burn is the Coca cola Company’s most successful energy drink brand. Successful world

over sold in over 80 countries across the world. Launched in North Europe in the year 2000 and

it has expanded to over 80 countries over a short 10 year period.

Variety:

Can: 300ml

Kinley Water:

Kinley water comes with the assurance of safety from The Coca-Cola Company. That is

why we introduced Kinley with reverse osmosis along with the latest technology to ensure purity

of our product. Because we believe that right to pure, safe drinking water is fundamental.

Variety:

PET: 500ml, 1000ml, 2lt, 20lt, 25lt

Kinley Soda:

Launched in 2002 Kinley soda today no:1 national soda brand.

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Variety:

PET: 500ml

Schweppes:

Schweppes was launched in India in 1999 after the international take over of the brand

from cadburyschweppes.

Variety:

Bitter Lemon: (Glass bottle 250ml)

Tonic Water: (Glass bottle 250ml)

Ginger Ale: (Glass bottle 250ml)

Soda Water: (Glass bottle 250ml)

Georgia Gold:

Introduced in 2004, Georgia Gold range of tea and coffee beverages is the perfect

solution for your office and restaurant needs.

Variety:

Hot beverages:

Coffee, Tea, Hot chocolate. Available in 90-150ml.

Cold beverages:

Lemon Iced tea, Peach Iced tea, Cold coffee. Available in 200-400ml.

Bottlers:

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In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or

produce) syrup concentrate which is then sold to various bottlers throughout the world who hold

a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially exclusive contracts with the

company, produce finished product in cans and bottles from the concentrate in combination with

filtered water and sweeteners.

The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to

retail stores, vending machines, restaurants and food service distributors.

One notable exception to this general relationship between TCCC and bottlers is fountain

syrups in the United States, where TCCC bypasses bottlers and is responsible for the

manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some

fountain retailers.

In 2005, The Coca-Cola Company had equity positions in 51 unconsolidated bottling,

canning and distribution operations which produced approximately 58% of volume. Significant

investees include:

36% of Coca-Cola Enterprises which produces (by population) for 78% of USA, 98% of

Canada and 100% of Great Britain (but not Northern Ireland), continental France and the

Netherlands, Luxembourg, Belgium and Monaco.

Logo design:

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The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason

Robinson, in 1885.It was Robinson who came up with the name, and he also chose the logo’s

distinctive cursive script. The typeface used, known as Spenserian script, was developed in the

mid-19th century and was the dominant form of formal handwriting in the United States during

that period.

Robinson also played a significant role in early Coca-Cola advertising. His promotional

suggestions to Pemberton included giving away thousands of free drink coupons and plastering

the city of Atlanta with publicity banners and streetcar signs.

1.4 Project Profile:

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Company felt the need to understand consumers’ buying pattern such as: occasions,

quantity, place of purchase and their perception related to taste, price, promotion, celebrities’

endorsement. The project was aimed at providing insights on all of these related to Coca Cola

brands.

1.5Research Objectives:

1. To determine the factors influencing consumers’ choice of soft drinks products and

brands.

2. To identify the customers’ buying pattern related to Coca Cola products

3. To determine the consumers’ perception on the taste, price, advertisements and celebrity

endorsements related to Coca Cola and its sub-brands

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REVIEW OF LITERATURE

2.1 Conceptual Definition:

Consumer Behavior:

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Consumer behavior is defined as the behavior that consumerdisplay in searching for

purchasing, using, evaluating and disposing ofproduct and services that they expect will satisfy

their needs. Consumerbehavior focuses on how individuals make decisions to spend

theiravailable resources (time, money, effort) on consumption related items.This includes what

they buy, why they buy it, when they buy it, wherethey buy it, how often they buy it, how often

they use it, how theyevaluate it after the purchase and the impact of such evaluation onfuture,

and how they dispose of it.In another words, consumer behavior can be define as the behavior

ofindividuals in regards to acquiring, using, and disposing of products, services, ideas or

experiences. Consumer behavior also includes theacquisition and use of information. Thus,

communication withconsumers and receiving feedback for them is a crucial part of consumer

behavior which is of great interest to marketers.(Kent Huffman 2007)

Customers and Consumers:

The term “customer” it typically used to refer to someone who regularlypurchases from a

particular store or company. Thus, a person who shopsat we use Shopping Mail or who uses

Texaco gasoline is viewed as acustomer of these firms. The term “Consumer” more generally

refers toanyone engaging in any of the activities used in our definition ofconsumer behavior.

Therefore, a customer is defined in terms of aspecific firm while a consumer is not. The

traditional viewpoint has been to define consumers strictly in termsof economic goods and

services. This position holds that consumers arepotential purchasers of products and services

offered for sale.(Jennifer Aaker 1998)

Marketing Strategy:

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Marketing strategy is conceptually very simple. It begins with ananalysis of the target

market which includes company, conditions,competitors, and consumers. Next, Market

segmentation: This involvesidentifying product-related need sets, grouping customers with

similarneed sets, describing each group and selecting an attractive segment toserve.The

marketing mix includes the product, price,communications, distribution, and services provided to

the targetmarket. The final stage Outcomes involves analysis of firm’s productposition and

customer satisfaction resulting from implementation of thestrategy.(Tanner Okun1990)

Brand preference:

Brand preferences represent a fundamental step in understanding consumer choices. A

deeper understanding of such preference dynamics can help marketing mangers’better design

marketing program and build a long term relationship with consumers. Despite the existence of

some studies investigating how brand preference is built and changed, most of them focus on

examining factors from consumer behavior perspective or advertising perspective. (Schmitt

1999)

Customer satisfaction:

Customers are always aiming to get maximum satisfaction from the products or services

that they buy. Winning in today’s marketplace entails the need to build customer relationship and

not just building the products; building customer relationship means delivering superior value

over competitors to the target customers. Whether an organization provides quality services or

not will depend on the customers’ feedback on the satisfaction they get from consuming the

products, since higher levels of quality lead to higher levels of customer satisfaction (Kotler&

Keller. 2009)

Advertisement effectiveness:

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Advertising effectiveness pertains to how well a company's advertising accomplishes the

intended. Small companies use many different statistics or metrics to measure their advertising

effectiveness. These measurements can be used for all types of advertising, including television,

radio, direct mail, Internet and even billboard advertising. A company's advertising effectiveness

usually increases over time with many messages or exposures. But certain advertising objectives

can be realized almost immediately. (Rick Suttle 2009)

Brand awareness:

Brand awareness is a Extent to which a brand is recognized by potential customers, and is

correctly associated with a particular product. Expressed usually as a percentage of target

market, brand awareness is the primary goal of advertising in the early months or years of

a product's introduction.(Aaker1999)

Celebrity endorsement:

Celebrities are people who enjoy public recognition by a large share of a certain group of

people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just

examples and specific common characteristics cannot be observed, it can be said that within a

corresponding social group celebrities generally differ from the social norm and enjoy a high

degree of public awareness. Last but not least, celebrities act as spokespeople in advertising to

promote products and services (Friedman 1995)

2.2 Literature Review:

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Brand preference in soft drinkssector:

William R. George (1999) revealspurpose of study of factors responsible for brand

preference in soft drink industry, increasing competition more, due to globalization is motivating

many companies to base their strategies almost entirely on building brands. Brand preference

means to compare the different brands and opt for the most preferred brand. This brand

preference is influenced by various factors.In the identification of factors affecting the brand

preference, it was concluded that Brand persona is the most effective factor that affects the brand

preference. This Brand persona deals with the personality aspects or the external attributes of

brand, thus it can be said that consumer prefer any brand by looking at the external attributes of a

brand.

Colour and flavour rule consumer preferences:

Donnelly (1995) said intensity of colour and the flavours are the key drivers behind

consumer acceptance of soft drinks. But packaging and labelling are not as important for

winning over consumers, according to findings published in the journal Food Quality and

Preference, The study involved consumers at different stages of development and highlights the

importance of adopting a “sensory marketing approach,” said the researchers from French

research organisation Adriant, the University of Rennes. “Companies need to continuously

innovate to maintain market leadership,” wrote the researchers. “When the market is overloaded

the challenge consists in creating innovative products able to attract and satisfy

consumers.”“This experiment showed the feasibility of the proposed multi-sensory design

method based on mixed qualitative and quantitative approaches.” The study also demonstrates

the importance of flavour and colour selection for new products. The global flavours market was

been valued at some US$18bn in 2006 (Business Insights). Meanwhile, the value of the

international colourings market was estimated at around $1.15bn in 2010, up 2.5% from $1.07bn

in 2007, according to Leatherhead Food International (LFI). Natural colours now make up 31 per

cent of the colourings market, compared with 40 per cent for synthetics, according to LFI.

Sense of consumers:

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Stephen Daniells (2008) said these four factors were identified for the formulation: four

colour intensities), three flavourings, two label types (soft versus hard), and two pack sizes

(standard versus oversize). By using both quantitative (hedonic testing) and qualitative (focus

groups) approaches, the researchers found that “the main factors which drive consumer

preference for this concept are colour intensity and flavouring”. Indeed, colour intensity

accounted for 43% and flavour 32% of the consumers’ overall liking. “Pack size and label type

are taken into account by the consumer to a lesser extent,” they added. “This methodology of a

qualitative screening associated to a conjoint analysis on relevant sensory attributes has shown

good performances to fit consumers’ expectation: it has now to be reproduced, as every brand,

concept and product is a unique combination designed for a specific consumer group,” concluded

the researchers.

Taste or health:

Beverly J. Tepper (1998) examined the relative contributions of taste and health

considerations on consumer liking and purchase intent of cola drinks. Eight types of commercial

cola drinks were evaluated by 305 adult consumers who also completed a brief questionnaire on

soft drink consumption 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 saltiness, drinks flavor and greasiness. These variables emerged as the first

factor in the analysis, suggesting that consumers perceive these characteristics as being most

important in their choice of cola drinks. Second described a health dimension and was related to

respondents' attitudes toward fat in the diet. Third factor comprised two remaining sensory

attributes (color and crunchiness), which apparently were of minor importance to the

respondents. These data suggest that in spite of current concern about reducing dietary fat, health

remains secondary to taste in the selection of cola drinks for consumers in this population.

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Consumer awareness and consumption pattern of soft drink product:

MitaSujan (1990) aimed to investigate the degree of brand awareness of various soft

drink products in relation to background and education of the household, the consumption

pattern of various soft drink products consumed by respondents in the light of their areas, income

levels and education. a sample of200 respondents comprising 100 form rural area and 100 from

urban area were taken. Data are analyzed with the help of mean. The finding of this study reveals

that there is low degree of brand awareness in rural areas, whereas there is a moderate degree of

brand awareness in urban area. The highly educated rural and urban respondents have high

degree of brand awareness for soft drink products, and the less educated rural and urban

respondents have low degree of brand awareness for soft drink products.

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RESEARCH METHODOLOGY

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3. Research Methodology:

The preparation of the report included extensive study of the organization and market research,

which was the primary source of the report.I have collected information from consumers by

preparing questionnaire.

3.1Research design:

Descriptive research design:

Descriptive research design is a scientific method which involves observing and describing the

behavior of a subject without influencing it in any way. The importance of descriptive research

is:

To describe characteristics of a population or a phenomenon.

To determine the answers to who, what, when, where and how questions.

To analyze the segment and target markets.

Research Design Descriptive research

Research Method Survey method

Research Instrument Structured questionnaire

Sample size 75

Sample area Luck

Sampling method Non-Probability/Convenience Sampling

Statistical package SPSS

Analytical tool Percentage analysis, Mean, Garrett Ranking

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3.2Sampling Design:

Sample denotes only a part of the universe/ population. The sample represents the population

and is having the same characterizing as the population.

Sampling method:

This type of sampling technique gives no assurance that every element has some specific change

of being included. It is clear that for the non-probability samples, there is no way of calculating

the margin of error and the confidence level.

3.3Data collection design:

A marketing researcher has to make a plan for collecting data which may be primary data,

secondary data or both.

Primary data:

The primary data was obtained by administering survey method, guided by questionnaire to the

consumers. The following type of questions, were asked in the questionnaire

1. Rank questions.

2. Multiple choice questions.

Secondary data:

The secondary data are collected through various sources like

1. Secondary data are collected through internet related to company, competitors etc.

2. Review of articles being published on the topic in various magazines and newspapers

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Questionnaire:

The best way to collect data is to personally administer the questionnaires. The advantage of this

method is, the data can be collected from the respondent within short period of time. Any doubts

that the respondent might have on any questions could be clarified on the spot.

3.4Analysis design:

The study has various satisfied tools for the analysis of data. They are percentage analysis and

cross tabulation.

Percentage analysis:

Percentage analysis is used for the purpose of study which is most suitable for questionnaire

based on the objective.

Percentage analysis is often used in data presentation for them simply numbers, reducing all of

them 0 to 100 ranges. The data are reduced in the standard form with base equal to 100 which

fact facilitates relative comparison. The formula used here is

Number of responses

Percentage analysis= ------------------------------------------ * 100

Total no. of respondents

Mean:

Mean in which each item being averaged is multiplied by a number (weight) based on the item’s

relative importance. The result is summed and the total is divided by the sum of the weights.

Weighted averages are used extensively in descriptive statistical analysis such as index numbers.

w1x1+w2x2+-----+wnxn

Weighted average mean = -----------------------------------

N

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Garrett ranking:

100(R-0.5)

Percentage position=--------------

N

Respondents were asked to rank the brands of soft drinks. Their ranks were converted into

percentile score as follows:

P= Percentile position

R= Rank

N= Number of items

For percentile the score values are obtained from Garrett’s table score values are

multiplied with frequency. Then the following table has been constructed.

3.5 Limitations:

Due to time constraint only a reasonable sample size taken and analyzed. Still a larger

sample size could increase the accuracy in the result.

The area of study is limited to CHENNAI only. Hence the results may not be true for

other geographical areas.

Quality of information highly dependent on the knowledge of the respondents.

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ANALYSIS AND INTERPRETATION

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4.Analysis and Interpretation:

Analysis:

Analysis means a critical examination of the assembled and grouped data for studying the

characteristics of the object under study and it refers to methodical classification of the data give

in the tables.

Interpretation:

The term interpretation means explaining the meaning and significance of the arranged

data. It is the study of relationship between the various factors. It is being considered as a basic

component of research process because of the following reasons.

It is through interpretation that the researcher can well understand the abstract principle that

works beneath his/her findings, through this he/she can link up the same abstract with those of

other studies, having the same abstract principles and thereby can predict about the concrete

world of experts, fresh inquiries can test their predictions later on, this way the continuing in

research can be maintained.

Interpretation leads to the establishment of explanatory concepts that can serve as a guide for

future research studies, it opens new avenues of intellectual adventure and stimulates the quest

for some knowledge.

Researcher can better appreciate only through interpretation what his/her findings are, why they

are and not make other to understand the real significance of his/her research findings.

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Analysis of Data:

4.1 Reason for shopping

Table 4.1

S. No Opinion No. of Respondents Percentage1 Monthly purchase 71 47.32 Weekly purchase 72 483 Daily purchase 7 4.7

Total 150 100

Interpretation:

Majority of the respondents (48%) are doing weekly purchase, 47.3% of respondents are doing monthly purchase and least (4.7%) are doing daily purchase.

Chart 4.1

Monthly purchase Weekly Purchase Daily purchase0%

10%

20%

30%

40%

50%

60%

47% 48%

5%

Reason for shopping

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4.2 Nature of Purchase

Table 4.2

S.No Opinion No. of Respondents Percentage1 Planned purchase 133 88.72 Impulse purchase 17 11.3

Total 150 100

Interpretation:

Majority of the respondents (88.7%) are doing planned purchase, 11.3% of respondents are doing impulse purchase.

Chart 4.2

88.7%

11.3%

Nature of purchase

Planned purchaseImpulse purchase

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4.3 Use of Soft drinks

Table 4.3

S. No Opinion No. of Respondents Percentage1 Family use 133 88.72 Personal use 17 11.3

Total 150 100

Interpretation:

Majority of the respondents (88.7%) buy soft drinks for family use, 11.3% of the respondents buy for parties.

Chart 4.3

Family use

Parties

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

88.7%

11.3%

Use of Soft drinks

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4.4 Consumption of Soft drinks

Table 4.4

S. No Opinion No of Respondents1 Cola drinks 1062 Mango drinks 100

Total 206

Interpretation:

Majority of the respondents (106) are buying Cola drinks, 100 respondents are buying Mango drinks.

Chart 4.4

Cola drinks Mango drinks979899

100101102103104105106107 106

100

Consumption of soft drinks

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4.5 Influence on purchase

Table 4.5

S. No Opinion No of Respondents Percentage1 Brand 13 8.72 Taste 79 52.73 Offer 58 38.6

Total 150 100

Interpretation:

Majority of the respondents (52.7%) are looking taste, 38.6% of respondents are looking offer and the least (8.7%) are looking brand.

Chart 4.5

Brand Taste Offer0%

10%

20%

30%

40%

50%

60%

8.7%

52.7%

38.6%

Influence on purchase

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4.6 Brand preference

4.6.1 Cola drinks

Table 4.6.1

S. No Opinion Mean values1 Coca cola 3.732 Thums Up 1.133 7up 1.884 Pepsi 3.28

Interpretation:

Majority of the respondents (3.73) are prefer Coca cola, 3.28 respondents are prefer Pepsi, 1.88 of respondents are prefer 7up and least (1.13) are prefer Thums Up.

Chart 4.6.1

Coca Cola Thums Up 7up Pepsi0

0.5

1

1.5

2

2.5

3

3.5

4 3.73

1.13

1.88

3.28

Preference of Cola drinks

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4.6.2 Mango drinks

Table 4.6.2

S. No Opinion Mean values1 Maaza 4.42 Slice 4.533 Frooti 3.014 Maa 2.015 Mangola 1.05

Interpretation:

Majority of the respondents (4.53) are prefer Slice, 4.40 respondents are prefer Maaza, 3.01 of respondents are prefer Frooti, 2.01 of respondents ate prefer Maanad least (1.05) prefer Mangola.

Chart 4.6.2

Maaza Slice Frooti Maa Mangola0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

54.4 4.53

3.01

2.01

1.05

Prefernces of Mango drinks

4.7: Perception on Taste

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4.7.1 Coca Cola

Table 4.7.1

S. No Opinion No of Respondents Percentage1 Very good 85 56.72 Good 65 43.3

Total 150 100

Interpretation:

Majority of the respondents (56.6%) are saying Very good for the taste of Coca Cola, 42.7% are saying good.

Chart 4.7.1

Very good Good0%

10%

20%

30%

40%

50%

60% 56.7%

43.3%

Coca Cola

4.7.2 Perception on Taste- Fanta

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Table 4.7.2

S. No Opinion No of Respondents Percentage1 Very good 64 42.72 Good 84 563 Neutral 2 1.3

Total 150 100

Interpretation:

Majority of the respondents (56%) are saying Good for the taste of Fanta, 42.7% are saying Very good and least (1.3%) are saying Neutral.

Chart 4.7.2

Very good Good Neutral0%

10%

20%

30%

40%

50%

60%

43%

56%

1%

Fanta

4.7.3 Perception on Taste- Sprite

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Table 4.7.3

S. No Opinion No of Respondents Percentage1 Very good 27 182 Good 102 683 Neutral 21 14

Total 150 100

Interpretation:

Majority of the respondents (68%) are saying Good for the taste of Sprite, 18% are saying Very good and least (14%) are saying Neutral.

Chart 4.7.3

Very good Good Neutral0%

10%

20%

30%

40%

50%

60%

70%

80%

18%

68%

14%

Sprite

4.7.4 Perception on Taste- Thums Up

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Table 4.7.4

S. No Opinion No of Respondents Percentage1 Very good 2 1.32 Good 46 30.73 Neutral 99 664 Bad 3 2

Total 150 100

Interpretation:

Majority of the respondents (66%) are saying Neutral for the taste of Thums Up, 30.7% are saying Good, 2% are saying Bad and least (1.3%) are saying Very good.

Chart 4.7.4

Very good Good Neutral Bad0%

10%

20%

30%

40%

50%

60%

70%

1.3%

30.7%

66.0%

2.0%

Thumsup

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4.7.5 Perception on Taste- Limca

Table 4.7.5

S. No Opinion No of Respondents Percentage1 Very good 3 22 Good 33 223 Neutral 107 714 Bad 7 5

Total 150 100

Interpretation:

Majority of the respondents (71.%) are saying Neutral for the taste ofLimca, 22% are saying Good, 5% are saying Bad and least (2%) are saying Very good.

Chart 4.7.5

Very good Good Neutral Bad0%

10%

20%

30%

40%

50%

60%

70%

80%

2%

22%

71%

5%

Limca

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4.7.6 Perception on Taste - Minute maid pulpy orange

Table 4.7.6

S. No Opinion No of Respondents Percentage1 Very good 4 2.72 Good 15 103 Neutral 45 304 Bad 86 57.3

Total 150 100

Interpretation:

Majority of the respondents (57.3%) are saying Bad for the taste of Minute maid pulpy orange, 30% are saying Neutral, 10% are saying Good and least (2.7%) are saying Very good.

Chart 4.7.6

Very good Good Neutral Bad0%

10%

20%

30%

40%

50%

60%

70%

3%10%

30%

57%

Minute maid pulpy orange

55

Page 57: coca cola Research Report

4.7.7 Perception on Taste- Minute maid mixed fruit

Table 4.7.7

S. No Opinion No of Respondents Percentage1 Good 4 2.72 Neutral 20 13.33 Bad 105 704 Very bad 21 14

Total 150 100

Interpretation:

Majority of the respondents (70%) are saying Bad for the taste of Minute maid mixed fruit, 14% are saying Very bad, 13.3% are saying Neutral and least (2.7%) are saying Good.

Chart 4.7.7

Good Neutral Bad Very bad0%

10%

20%

30%

40%

50%

60%

70%

80%

2.7%

13.3%

70.0%

14.0%

Minute maid mixed fruit

56

Page 58: coca cola Research Report

4.7.8 Perception on Taste –Maaza

Table 4.7.8

S. No Opinion No of Respondents Percentage1 Very good 128 85.32 Good 20 13.33 Neutral 2 1.3

Total 150 100

Interpretation:

Majority of the respondents (85.3%) are saying Very good for the taste of Maaza, 13.3% are saying Good and least (1.3%) are saying Neutral.

Chart 4.7.8

Very good Good Neutral0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 85.3%

13.3%

1.3%

Maaza

57

Page 59: coca cola Research Report

4.7.9 Perception on taste of Coca Cola brands- A comparison

Table 4.7.9

S. No Opinion Mean values1 Coca Cola 4.552 Fanta 4.413 Sprite 4.044 Thums Up 3.305 Limca 3.186 Minute maid pulpy orange 2.557 Minute maid mixed fruit 2.068 Maaza 4.84

Chart 4.7.9

Coca Cola

Fanta

Sprite

Thums Up

Limca

Minute maid pulpy orange

Minute maid mixed fruit

Maaza

0 1 2 3 4 5 6

4.55

4.41

4.04

3.3

3.18

2.55

2.06

4.84

Consolidated chart for all sub brands of Coca cola for taste

58

Page 60: coca cola Research Report

4.8 Buying pattern

Table 4.8

S. No Opinion No of Respondents Percentage1 Festivals 2 1.32 Parties 16 10.73 Offers 129 864 No specific reason 3 2

Total 150 100

Interpretation:

Majority of the respondents (86%) buy soft drinks at the time of Offers, 10.7% at the time of Parties, 2% of the respondents are saying no specific reason for buying soft drinks and least (1.3%) at the time of Festivals.

Chart 4.8

Festivals Patries Offers No specific reason0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1.3%10.7%

86.0%

2.0%

Buying pattern

59

Page 61: coca cola Research Report

4.9 Quantity purchased

Table 4.9

S. No Opinion No of Respondents Percentage1 Below 5 litres 104 69.42 5-10 litres 44 29.33 11-15 litres 2 1.3

Total 150 100

Interpretation:

Majority of the respondents (69.4%) buy below 5litres, 29.3% buy 5-10litres and least (1.3%) buy 11-15litres.

Chart 4.9

Below 5 litres

5-10 litres

11-15 litres

0% 10% 20% 30% 40% 50% 60% 70% 80%

69.4%

29.3%

1.3%

Quantity purchased

60

Page 62: coca cola Research Report

4.10Place of purchase

Table 4.10

S. No Opinion No of Respondents Percentage1 Super markets 141 942 Retail shops 9 6

Total 150 100

Interpretation:

Majority of the respondents (94%) buy soft drinks at Super markets and 6% at Retail shops.

Chart 4.10

94%

6%

Place of purchase

Super marketsRetail shops

61

Page 63: coca cola Research Report

4.11: Influence on the preference of Coca Cola products

4.11.1 Coca Cola

Table 4.11.1

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

FXF

175

--

9450

983920

421050 5495

V

PriceF

XF--

10600

1286400

9360

375 7435

II

AdvertisementX

XF--

643840

5250

261040

551375 6505

IV

Brand NameX

XF175

764560

7350

17680

491225 6890

III

Circle of friendsX

XF148

11100160

150

--

-- 11210

I

Interpretation:

The majority of the respondents prefer Coca Cola by Circle of friends

62

Page 64: coca cola Research Report

Influence on the preference of Coca Cola products- Coca Cola

Chart 4.11.1

Taste Price Advertisement Brand name Circle of friends

0

2000

4000

6000

8000

10000

12000

5495

74356505 6890

11210

Coca Cola

63

Page 65: coca cola Research Report

4.11.2 Fanta

Table 4.11.2

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

FXF

--

2120

261300

1134520

9225 6165

IV

PriceF

XF2

15090

540035

175020800

375 8175

II

AdvertisementX

XF175

281680

351750

9360

771925 5790

V

Brand NameX

XF2

15028

168055

27508

32057

1425 6325III

Circle of friendsX

XF146

10950160

--

140

250 11100

I

Interpretation:

The majority of the respondents prefer Fanta by Circle of friends.

64

Page 66: coca cola Research Report

Influence on the preference of Coca Cola products- Fanta

Chart 4.11.2

Taste Price Advertisement Brand name Circle of friends

0

2000

4000

6000

8000

10000

12000

6165

8175

5790 6325

11100Fanta

65

Page 67: coca cola Research Report

4.11.3 Sprite

Table 4.11.3

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

FXF

--

160

633150

813240

5125 6575

IV

PriceF

XF--

422520

603000

411640

7175 7335

II

AdvertisementX

XF2

15066

396017850

14560

511275 6795

III

Brand NameX

XF2

15040

24009

45015600

842100 5700

V

Circle of friendsX

XF147

11025160

150

--

125 11160

I

Interpretation:

The majority of the respondents prefer Sprite by Circle of friends.

66

Page 68: coca cola Research Report

Influence on the preference of Coca Cola products- Sprite

Chart 4.11.3

Taste Price Advertisement Brand name Circle of friends

0

2000

4000

6000

8000

10000

12000

65757335 6795

5700

11160

Sprite

67

Page 69: coca cola Research Report

4.11.4 Thums Up

Table 4.11.4

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

FXF

--

15900

1306500

3120

250 7570

II

PriceF

XF175

694140

15750

612440

4100 7505

III

AdvertisementX

XF2

15031

1860150

421680

741850 5590

V

Brand NameX

XF2

15032

19204

20043

172069

1725 5715IV

Circle of friendsX

XF147

110252

150150

--

-- 11195

I

Interpretation:

The majority of the respondents preferThums Up by Circle of friends.

68

Page 70: coca cola Research Report

Influence on the preference of Coca Cola products- Thums Up

Chart 4.11.4

Taste

Price

Advertisement

Brand name

Circle of friends

0 2000 4000 6000 8000 10000 12000

7570

7505

5590

5715

11195

Thums Up

69

Page 71: coca cola Research Report

4.11.5 Limca

Table 4.11.5

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

FXF

--

171020

1145700

17680

250 7450 II

PriceF

XF--

553300

231150

602400

12300 7150

III

AdvertisementX

XF175

301800

6300

421680

711775 5630

V

Brand NameX

XF2

15044

26406

30034

136064

1600 6050IV

Circle of friendsX

XF148

11100160

--

--

125 11185

I

Interpretation:

The majority of the respondents preferLimca by Circle of friends.

70

Page 72: coca cola Research Report

Influence on the preference of Coca Cola products- Limca

Chart 4.11.5

Taste Price Advertisement Brand name Circle of friends

0

2000

4000

6000

8000

10000

12000

7450 71505630 6050

11185Limca

71

Page 73: coca cola Research Report

4.11.6 Minute maid pulpy orange

Table 4.11.6

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

FXF

--

4240

1396950

280

5125 7395

III

PriceF

XF175

--

2100

1074280

401000 5455

IV

AdvertisementX

XF142

106504

2404

200--

-- 11090 I

Brand NameX

XF5

3751368160

5250

140

375 8900

II

Circle of friendsX

XF2

1505

300--

411640

1022550 4640

V

Interpretation:

The majority of the respondents prefer Minute maid pulpy orange influence of Advertisement.

72

Page 74: coca cola Research Report

Influence on the preference of Coca Cola products- Minute maid pulpy orange

Chart 4.11.6

Taste Price Advertisement Brand name Circle of friends

0

2000

4000

6000

8000

10000

12000

7395

5455

11090

8900

4640

Minute maid pulpy orange

73

Page 75: coca cola Research Report

4.11.7 Minute maid mixed fruit

Table 4.11.7

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

FXF

175

1287680

16800

3120

250 8725

II

PriceF

XF175

160

5250

502000

932325 4710

V

AdvertisementX

XF141

105753

1803

1503

120-- 11025

I

Brand NameX

XF4

30017

10201246200

280

375 7675

III

Circle of friendsX

XF3

2254

240--

903600

531325 5390

IV

Interpretation:

The majority of the respondents prefer Minute maid mixed fruit for Advertisement.

74

Page 76: coca cola Research Report

Influence on the preference of Coca Cola products- Minute maid mixed fruit

Chart 4.11.7

Taste

Price

Advertisement

Brand name

Circle of friends

0 2000 4000 6000 8000 10000 12000

8725

4710

11025

7675

5390

Minute maid mixed fruit

75

Page 77: coca cola Research Report

4.11.8 Maaza

Table 4.11.8

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

FXF

--

160

2100

562240

912275 4675

V

PriceF

XF2

1502

1201407000

6240

-- 7510

II

AdvertisementX

XF175

814860

5250

391560

24600 7345

III

Brand NameX

XF2

15062

37204

20047

188035875 6825

IV

Circle of friendsX

XF146

109503

180--

140

-- 11170

I

Interpretation:

The majority of the respondents preferMaaza by Circle of friends.

76

Page 78: coca cola Research Report

Influence on the preference of Coca Cola products- Maaza

Chart 4.11.8

Taste Price Advertisement Brand name Circle of friends

0

2000

4000

6000

8000

10000

12000

4675

7510 7345 6825

11170Maaza

77

Page 79: coca cola Research Report

Influence on the preference of Coca cola products- A comparison

Chart 4.11.9

Coca C

olaFan

taSprit

e

Thums Up

Limca

Minute

maid pulpy oran

ge

Minute

maid m

ixed fr

uit

Maa

za0

2000

4000

6000

8000

10000

12000

TastePriceAdvertisementBrand nameCircle of friends

78

Page 80: coca cola Research Report

4.12: Satisfaction on the price of Coca Cola products

4.12.1 Coca Cola

Table 4.12.1

S. No Opinion No of Respondents Percentage1 Highly satisfied 85 56.72 Satisfied 62 41.33 Neutral 3 2

Total 150 100

Interpretation:

Majority of the respondents (56.7%) are Highly satisfied with the price of Coca cola, 41.3% are Satisfied and least (2%) are said Neutral with the price of Coca cola.

Chart 4.12.1

Highly satisfied Satisfied Neutral0%

10%

20%

30%

40%

50%

60%

56.7%

41.3%

2.0%

Price of Coca cola

79

Page 81: coca cola Research Report

4.12.2 Satisfaction on the price-Fanta

Table 4.12.2

S. No Opinion No of Respondents Percentage1 Highly satisfied 66 442 Satisfied 80 533 Neutral 4 3

Total 150 100

Interpretation:

Majority of the respondents (53%) are Satisfied with the price of Fanta, 44% areHighly satisfied and least (3%) are said Neutral with the price of Fanta.

Chart 4.12.2

Highly satisfied Satisfied Neutral0%

10%

20%

30%

40%

50%

60%

44%

53%

3%

Price of Fanta

80

Page 82: coca cola Research Report

4.12.3 Satisfaction on the price-Sprite

Table 4.12.3

S. No Opinion No of Respondents Percentage1 Highly satisfied 21 142 Satisfied 103 68.73 Neutral 26 17.3

Total 150 100

Interpretation:

Majority of the respondents (68.7%) are Satisfied with the price of Sprite, 17.3% are said Neutral with the price of Sprite and least (14%) are Highly satisfied.

Chart 4.12.3

Highly satisfied Satisfied Neutral0%

10%

20%

30%

40%

50%

60%

70%

80%

14.0%

68.7%

17.3%

Price of sprite

81

Page 83: coca cola Research Report

4.12.4 Satisfaction on the price-Thums Up

Table 4.12.4

S. No Opinion No of Respondents Percentage1 Highly satisfied 49 32.72 Satisfied 95 63.33 Dissatisfied 6 4

Total 150 100

Interpretation:

Majority of the respondents (63.3%) are Satisfied with the price of Thums Up, 32.7% are Highly satisfied and least (4%) are Dissatisfied.

Chart 4.12.4

Highly satisfied Satisfied Dissatisfied0%

10%

20%

30%

40%

50%

60%

70%

32.2%

63.3%

4.0%

Price of Thums Up

82

Page 84: coca cola Research Report

4.12.5 Satisfaction on the price-Limca

Table 4.12.5

S No Opinion No of Respondents Percentage1 Highly satisfied 2 1.32 Satisfied 22 14.73 Neutral 120 804 Dissatisfied 6 4

Total 150 100

Interpretation:

Majority of the respondents (80%) are said Neutral with the price of Limca, 14.7% are Satisfied, 4% are Dissatisfied and least (1.3%) are Highly Satisfied.

Chart 4.12.5

Highly satisfied Satisfied Neutral Dissatisfied0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1.3%

14.7%

80.0%

4.0%

Price of Limca

83

Page 85: coca cola Research Report

4.12.6 Satisfaction on the price-Minute maid pulpy orange

Table 4.12.6

S No Opinion No of Respondents Percentage1 Highly satisfied 23 15.32 Satisfied 42 283 Neutral 29 19.34 Dissatisfied 54 365 Highly dissatisfied 2 1.3

Total 150 100

Interpretation:

Majority of the respondents (36%) are Dissatisfied with the price of Minute maid pulpy

orange, 28% are Satisfied, 19.3% are said neutral with the price of Minute maid pulpy

orange, 15.3% are Highly satisfied and least (1.3%) are Highly dissatisfied.

Chart 4.12.6

84

Page 86: coca cola Research Report

Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied0%

5%

10%

15%

20%

25%

30%

35%

40%

15%

28%

19%

36%

1%

4.12.7 Satisfaction on the price-Minute maid mixed fruit

Table 4.12.7

S No Opinion No of Respondents Percentage1 Highly satisfied 7 4.72 Satisfied 11 7.33 Neutral 45 304 Dissatisfied 57 385 Highly dissatisfied 30 20

Total 150 100

Interpretation:

Majority of the respondents (38%) are Dissatisfied with the price of Minute maid mixed

fruit, 30% are said Neutral with the price of Minute maid mixed fruit, 20% are Highly

dissatisfied, 7.3% are Satisfied and least (4,7%) are Highly satisfied.

Chart 4.12.7

85

Page 87: coca cola Research Report

Highy s

atisfied

Satisfied

Neutral

Dissatisf

ied

Highly d

issatisf

ied

0%

5%

10%

15%

20%

25%

30%

35%

40%

4.7%7.3%

30.0%

38.0%

20.0%

Price of Minute maid mixed fruit

4.12.8 Satisfaction on the price-Maaza

Table 4.12.8

S No Opinion No of Respondents Percentage1 Highly satisfied 121 80.72 Satisfied 29 19.3

Total 150 100

Interpretation:

Majority of the respondents (80.7%) are Highly satisfied with the price of Maaza and

19.3% are Satisfied.

Chart 4.12.8

86

Page 88: coca cola Research Report

Highly satisfied Satisfied0%

10%20%30%40%50%60%70%80%90%

80.7%

19.3%

Price of Maaza

4.12.9 Satisfaction on the price of Coca Cola products- A comparison

Table 4.12.9

S No Opinion Mean values1 Coca Cola 4.542 Fanta 4.403 Sprite 3.964 Thums Up 4.245 Limca 3.126 Minute maid pulpy orange 3.207 Minute maid mixed fruit 2.388 Maaza 4.80

Chart 4.12.9

87

Page 89: coca cola Research Report

Coca cola

Fanta

Sprite

Thums Up

Limca

Minute maid pulpy orange

Minute maid mixed fruit

Maaza

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

4.54

4.4

3.96

4.24

3.12

3.2

2.38

4.8

4.13 Opinion on Coca Cola’s mass media advertisement

Table 4.13

S No Opinion No of Respondents Percentage1 Very good 54 362 Good 92 61.33 Neutral 4 2.7

Total 150 100

Interpretation:

Majority of the respondents (61.3%) are said Good for the advertisement of Coca cola,

36% are said Very good and least (2.7%) said Neutral.

88

Page 90: coca cola Research Report

Chart 4.13

Very good Good Neutral0%

10%

20%

30%

40%

50%

60%

70%

36.0%

61.3%

2.7%

Opinion on Coca-cola's advertisement

4.14 The most attractive Cola drinks advertisement

Table 4.14

S No Opinion No of Respondents Percentage1 Coca cola 113 75.33 Thums Up 5 3.34 Pepsi 32 21.4

Total 150 100

Interpretation:

89

Page 91: coca cola Research Report

Majority of the respondents (75.3%) are attracted by Coca cola advertisement, 21.3% are

attracted by Pepsi advertisement and least(2%) are attracted by Thums Up advertisement

Chart 4.14

Coca cola Thums Up Pepsi0%

10%

20%

30%

40%

50%

60%

70%

80% 75.3%

3.3%

21.4%

Cola drinks advertisement

4.15 The most attractive Fruit drinks advertisement

Table 4.15

S No Opinion No of Respondents Percentage1 Minute maid pulpy

orange2 1.3

2 Maaza 32 21.33 Slice 114 764 Frooti 2 1.3

Total 150 100

90

Page 92: coca cola Research Report

Interpretation:

Majority of the respondents (76%) are attracted by Slice advertisement, 21.3% are

attracted by Maaza advertisement, 1.3% are attracted by Minute maid pulpy orange

advertisement and 1.3% are attracted by Frooti advertisement.

Chart 4.15

Minute maid pulpy orange

Maaza Slice Frooti0%

10%

20%

30%

40%

50%

60%

70%

80%

1.3%

21.3%

76.0%

1.3%

Friut drinks ad

.

4.16 Influence of advertisement in the purchase of Coca Cola products

Table 4.16

S No Opinion No of Respondents Percentage1 Yes 106 70.72 No 44 29.3

Total 150 100

Interpretation:

91

Page 93: coca cola Research Report

Majority of the respondents (70.7%) are bought Coca Cola products after seen

advertisement and 29.3% are not bought Coca Cola products after seen advertisement.

Chart 4.16

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%70.7%

29.3%

Influence of advertisement

4.17: Celebrities Endorsement liked most

4.17.1 AamirKhan

Table 4.17.1

S No Opinion No of Respondents Percentage1 Like most 52 34.72 Like 82 54.73 Neutral 14 9.34 Dislike 2 1.3

92

Page 94: coca cola Research Report

Total 150 100

Interpretation:

Majority of the respondents (54.7%) are liked mostAamirKhan for endorsing Coca Cola

products, 34.7% are liked AamirKhan for endorsing Coca Cola products, 9.3% are said

Neutral forAamirKhan endorsing Coca Cola products and least (1.3%) are Disliked

AamirKhan for endorsing Coca Cola products.

Chart 4.17.1

Like most Like Neutral Dislike0%

10%

20%

30%

40%

50%

60%

34.7%

54.7%

9.3%

1.3%

AamirKhan

4.17.2 Celebrities Endorsement liked most- Vijay

Table 4.17.2

S No Opinion No of Respondents Percentage1 Like most 54 362 Like 70 46.73 Neutral 22 14.74 Dislike 2 1.3

93

Page 95: coca cola Research Report

5 Dislike most 2 1.3Total 150 100

Interpretation:

Majority of the respondents (46.7%) are liked Vijay for endorsing Coca Cola products,

36% are liked most Vijay for endorsing Coca Cola products, 14.7% are said Neutral for

Vijay endorsing Coca Cola products, 1.3% are Disliked Vijay for endorsing Coca Cola

products and 1.3% Dislike most Vijay for endorsing Coca Cola products.

Chart 4.17.2

Like most Like Neutral Dislike Dislike most0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

36.0%

46.7%

14.7%

1.3% 1.3%

Vijay

4.17.3 Celebrities Endorsement liked most- Katrina Kaif

Table 4.17.3

S No Opinion No of Respondents Percentage1 Like most 15 102 Like 61 40.63 Neutral 67 44.74 Dislike 7 4.7

94

Page 96: coca cola Research Report

Total 150 100

Interpretation:

Majority of the respondents (44.7%) are said Neutral for Katrina Kaif for endorsing Coca

Cola products, 40.7% are liked Katrina Kaif for endorsing Coca Cola products, 10% are

liked most Katrina Kaif for endorsing Coca Cola products and least(4.7%) are dislike

Katrina Kaiffor endorsing Coca Cola products

Chart 4.17.3

Like most

Like

Neutral

Dislike

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

10.0%

40.6%

44.7%

4.7%

Katrina Kaif

.

4.17.4 Celebrities Endorsement liked most- Salman Khan

Table 4.17.4

S No Opinion No of Respondents Percentage1 Like most 9 62 Like 46 30.73 Neutral 80 53.34 Dislike 15 10

95

Page 97: coca cola Research Report

Total 150 100

Interpretation:

Majority of the respondents (53.3%) are said Neutral for Salman Khan for endorsing

Coca Cola products, 30.7% are Liked Salman Khan for endorsing Coca Cola products,

10% are dislike Salman Khan forendorsing Coca Cola products and least(6%) are like

most Salman Khan for endorsing Coca Cola products.

Chart 4.17.4

Like most Like Neutral Dislike0%

10%

20%

30%

40%

50%

60%

6.0%

30.7%

53.3%

10.0%

Salman Khan

4.17.5 Celebrities Endorsement liked most- KareenaKapoor

Table 4.17.5

S No Opinion No of Respondents Percentage1 Like most 19 12.72 Like 45 303 Neutral 74 49.34 Dislike 12 8

96

Page 98: coca cola Research Report

Total 150 100

Interpretation:

Majority of the respondents (49.3%) are said Neutral forKareenaKapoor for endorsing

Coca Cola products, 30% are Liked KareenaKapoor for endorsing Coca Cola products,

12.7% are like mostKareenaKapoor for endorsing Coca Cola products and 8% are Dislike

most KareenaKapoor for endorsing Coca Cola products.

Chart 4.17.5

Like most Like Neutral Dislike0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

13%

30%

49%

8%

Kareena Kapoor

4.17.6 Celebrities Endorsement liked most- A comparison

Table 4.17.6

S No Opinion Mean values1 Aamir Khan 4.222 Vijay 4.143 Katrina Kaif 3.56

97

Page 99: coca cola Research Report

4 Salman Khan 3.325 KareenaKapoor 3.46

Chart 4.17.6

Aamir Khan

Vijay

Katrina Kaif

Salman Khan

Kareena Kapoor

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

4.22

4.14

3.56

3.32

3.46

4.18 Classification of respondents based on Gender

Table 4.18

S No Opinion No of Respondents Percentage1 Male 115 76.72 Female 35 23.3

Total 150 100

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Interpretation:

Majority of the respondents (76.7%) are Male and 23.3% are Female.

Chart 4.18

76.7%

23.3%

Classification based on Gender

MaleFemale

4.19 Classification of respondents based on Age

Table 4.19

S No Opinion No of Respondents Percentage1 15-20years 6 42 21-25years 45 30

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3 26-30years 36 244 31-40years 50 33.35 40years above 13 8.7

Total 150 100

Interpretation:

Majority of the respondents (33.3%) are belonging to 31-40years, 30% are 21-25years,

24% are 26-30years, 8.7% are 40years and above and least (4%) are belonging to 15-

20years.

Chart 4.19

15-20years 21-25years 26-30years 31-40years 40years above

0%

5%

10%

15%

20%

25%

30%

35%

4%

30%

24%

33%

9%Age

4.20 Classification of respondents based on Occupation

Table 4.20

S No Opinion No of Respondents Percentage1 Professional 20 13.3

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2 Businessman 62 41.33 Student 43 28.74 House wife 25 16.7

Total 150 100

Interpretation:

Majority of the respondents (41.3%) are Business man, 28.7% are Student, 16.7% are

House wife and (13.3%) are Professional.

Chart 4.20

Professional Businessman Student House wife0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

13.3%

41.3%

28.7%

16.7%

Occupation

4.21 Classification of respondents based on Income

Table 4.21

S No Opinion No of Respondents Percentage

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1 Below 5000 58 38.72 5001-15000 8 5.33 15001-30000 66 444 30001-45000 14 9.35 Above 45000 4 2.7

Total 150 100

Interpretation:

Majority of the respondents (44%) are belonging to Rs.15001-30000, 38.7% are below

Rs.5000, 9.3% are Rs.30001-45000, 5.3% are Rs.5001-15000 and least (2.7%) are

belonging to above Rs.45000.

Chart 4.21

Below 5000 5001-15000 15001-30000 30001-45000 Above 450000%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

38.7%

5.3%

44.0%

9.3%

2.7%

Income

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FINDINGS, CONCLUSIONS AND SUGGESTIONS

5. Findings, Conclusions and Suggestions:

5.1 Findings:

The majority of the respondents are doing their shopping by weekly purchase.

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The majority of the respondents are doing planned purchase.

The majority of the respondents are buying soft drinks for family use.

The majority of the respondents are consuming Cola drinks and Mango drinks.

The majority of the respondents are looking taste while buying soft drinks.

The majority of the respondents prefer Coca cola in Cola drinks category.

The majority of the respondents prefer Slice in Mango drinks category.

The majority of the respondents are buying soft drinks in the view of taste.

They stated that taste of all Coca Cola products were good.

The majority of the respondents buying pattern are at the time of Offers.

The majority of the respondents are purchased below 5litres for their particular occasion.

The majority of the respondents are buying soft drinks from Supermarkets.

The majority of the respondents prefer Coca cola products for Quality.

The majority of the respondents are satisfied with the price of all Coca cola products.

They stated that Coca Cola advertisement were good.

The majority of the respondents are attracted for Coca cola advertisement in the Cola

drinks category.

The majority of the respondents are attracted for Maaza advertisement in the fruit drinks

category.

The majority of the respondents are purchasing the Coca cola products after watching the

advertisement.

The majority of the respondents are Male.

The majority of the respondents are belonging to the age of 26-30years.

The majority of the respondents are doing business.

The majority of the respondents are earning from Rs. 15001-30000.

The majority of the respondents liked Aamir Khan for endorsing Coca Cola products.

5.2 Conclusions:

The Sampling activity was a good first step into the area of Marketing and Sales. A good

understanding of the market was accomplished as around 150 people were spoken. This even

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helped in the polishing of communication skills, a must-have to survive and make it big in the

present world. It even gave a good understanding of behavior of consumers when placed in

different situations. It was a good opportunity to work on the skill of patience, as a large number

of customers. It helped in developing the kind of relations one needs to uphold in the corporate

world and it helped in building up the right attitude.

As all the points in the above mentioned paragraph, are the must-have skills for anyone in

the field of Marketing and Sales, the project period was a good experience and a good stepping

stone into the real business world.

5.3 Suggestions:

The company must concentrate on creating awareness for Limca, Sprite and Minute maid

which are not preferred by consumers as a prefer more familiar brands Coca Cola and

Maaza

The taste of Minute maid products was perceived to be poor by consumers. Hence

company should consider improving the taste of all the variants of Minute maid.

Most of the consumers said that all the Coca Cola products are not available in Grocery

shops. Hence company should focus on improving the distribution of products to these

outlets.

As per the respondents opinion the advertisement of Coca Cola are not as attractive as

that of its competitor. So they need to make their advertisement more appealing to the

target buyers.

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BIBLIOGRAPHY

Bibliography:

Philip Kotler and Kevin Keller, Marketing Management, Pearson Education, 14th edition

(2012).

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Kahneman, American Psychologist. Pg: 58, 697 – 720. (2003)

Jackson, T, A report to the Consumer Behavior Research, (2005).

Cialdini, R. B. and Goldstein, N. J, Review of Consumer Behavior.Pg:55, 591 – 621.

(2004)

McKenzie-Mohr, D, American Psychologist. Pg: 55, 531 – 537 (2000)

Stephen Daniells, Soft drink Quality and Preference, Vol 19, Issue 8, Pg: 719-726 (2008)

Beverly J. Tepper, Journal of Soft drinks and Technology (1998)

Kent Huffman, Advertisement and Public Relation Research, (2007)

Tanner Okun, Consumer Behavior: Insight, (1990)

Schmitt, Advertisement Promotion, (1999)

Rick Suttle, Consumer Behavior and Managerial decision making, (2009)

Friedman, Marketing Management, (1995)

Websites:

www.coca-colaindia.com

www.manufacturingdrinks.com

www.inventors.about.com

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APPENDICES

Questionnaire:

1. Reason for shopping

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a. Monthly purchaseb. Weekly purchasec. Daily purchase

2. What kind of purchase is it usually?

a. Planned purchaseb. Impulse purchase

3. Do you buy soft drinks for:

a. Family useb. Partiesc. Office use

4. Which of the following soft drinks do you consume?

Cola drinks Orange drinks Lemon drinks Mango drinks

Others (Please specify) ____________________

5. What do you look for when you buy a soft drink?

a. Brandb. Tastec. Offer

6. Specify your preferences for the following brands in each category from 1 to 5

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1-Most preferred brand ------------------------------------------5-Least preferred brand

Cola Ranking Orange Ranking

Lemon Ranking Mango Ranking

Coca Cola Fanta Limca Maaza

Thums Up Mirinda Sprite Slice

7up Delmonte 7up Nimbooz

Frooti

Pepsi Mountain dew

Maa

Glucovita lime

Duke's Mangola

Others (Please specify) __________________

7. What is your view on taste of all the Coca cola products?

Very good Good Neutral Bad Very BadCoca colaFantaSpriteThumsUpLimcaMinute maid pulpy orangeMinute maid mixed fruitMaaza

8. Specify your buying pattern: (Tick only one)

Occasions

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FestivalsPartiesOffersNo specific reason

`Others (specify) ______________

9. How much quantity do you purchase for the particular occasion?

a. Below 5litresb. 5-10litresc. 11-15litresd. More than 15litres

10. Where do you purchase the soft drinks?

a. Super marketsb. Retail shopc. Bakeryd. Others ____________

11. Why do you prefer Coca cola products?

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Rank according to your opinion:

1- Most preferred reason------------5- Least preferred reason

Quality * Price Advertisement Brand name

Circle of friends**

Coca colaFantaSpriteThumsUpLimcaMinute maid pulpy orangeMinute maid mixed fruitMaaza

* By Quality we mean the taste* Circle of friends implies that you prefer the product as a result of friends and

family consuming it.

12. How do you view the price of Coca cola products?

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Highly satisfied

Satisfied Neutral Dissatisfied Highly Dissatisfied

Coca ColaFantaSpriteThumsUpLimcaMinute maid Pulpy orange

Minute maid Mixed fruit

Maaza

13. What is your view on the mass-media advertisements of Coca cola?

a. Very goodb. Goodc. Neutrald. Bade. Very bad

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14. Which cola drinks advertisement attracts you most? (Tick only one)

Coca colaSpriteThumsUp7upPepsi

Others (specify) ______________

Reason for like: _________________________________

Reason for dislike: _______________________________

15. Which fruit drinks advertisement attracts you most? (Tick only one)

Minute maid Pulpy orangeMinute maid Mixed fruitMaazaSliceFrooti

Others (specify) _________________

Reason for like: __________________________________________________

Reason for dislike: ________________________________________________

16. Have you decided to purchase Coca cola product after watching advertisement?

a. Yes b. No

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17. Please write your suggestions/ feedback on brand Coke:

18. Which of celebrities endorsing Coca cola products do you like?

Rate according to your opinion: 5= Like most 4= Like 3= Neutral 2= Dislike 1= Dislike most

Celebrities 5 4 3 2 1Aamir KhanVijayKatrina KaifSalman KhanKareenaKapoor

19. Personal Information:

Name:

Gender:

a. Male b. Female

Age:

a. 15-20 yearsb. 21-25 yearsc. 26-30 yearsd. 31-40 yearse. 40 years and above

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Occupation:

a. Professional b. Businessman c. Student d. House wife

Income:

a. Below Rs.5000b. Rs. 5001-15000c. Rs. 15001-30000d. Rs. 30001-45000e. Above Rs. 45000

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