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

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.

TABLE OF CONTENTS
CHAPTER NO 1.0 PARTICULARS EXECUTIVE SUMMARY INTRODUCTION 1.1 INDUSTRY PROFILE 1.2 COMPANY PROFILE 1.3 PRODUCT PROFILE 1.4 PROJECT PROFILE 1.5 RESEARCH OBJECTIVES 2.0 LITERATURE REVIEW 2.1 CONCEPTUAL DEFINITIONS 2.2 LITERATURE REVIEW RESEARCH METHODOLOGY 3.1 RESEARCH DESIGN 3.2. SAMPLING DESIGN 3.3 DATA COLLECTION DESIGN 3.4 ANALYSIS DESIGN 3.5 LIMITATIONS 4.0 5.0 ANALYSIS AND INTERPRETATION FINDINGS, CONCLUSIONS AND SUGGESTIONS 5.1 FINDINGS 5.2 CONCLUSIONS 5.3 SUGGESTIONS BIBLIOGRAPHY APPENDICIES QUESTIONNARIE 101 PAGE NO 01 03 13 14 21 21 23 26 30 31 31 32 33 35 96 97 97 99

3.0

LIST OF TABLES TABLE NO 4.1 4.2 4.3 4.4 4.5 4.6 4.6.1 4.6.2 4.7 4.7.1 4.7.2 4.7.3 4.7.4 4.7.5 4.7.6 4.7.7 4.7.8 4.7.9 REASON FOR SHOPPING NATURE OF PURCHASE USE OF SOFT DRINKS CONSUMPTION OF SOFT DRINKS INFLUENCE ON PURCHASE BRAND PREFERENCE BRAND PREFERENCE- COLA DRINKS BRAND PREFERENCE- MANGO DRINKS PERCEPTION OF TASTE PERCEPTION OF TASTE- COCA COLA PERCEPTION OF TASTE- FANTA PERCEPTION OF TASTE- SPRITE PERCEPTION OF TASTE- THUMSUP PERCEPTION OF TASTE- LIMCA PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT PERCEPTION OF TASTE- MAAZA PERCEPTION ON TASTE OF COCO COLA PRODUCTS- A COMPARISON 4.8 4.9 4.10 4.11 4.11.1 4.11.2 4.11.3 4.11.4 4.11.5 BUYING PATTERN QUANTITY PURCHASED PLACE OF PURCHASE INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS COCA COLA FANTA SPRITE THUMSUP LIMCA
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TITLE

PAGE NO 36 37 38 39 40 41 41 42 43 43 44 45 46 47 48 49 50 51

52 53 54 55 55 57 59 61 63

4.11.6 4.11.7 4.11.8 4.12 4.12.1 4.12.2 4.12.3 4.12.4 4.12.5 4.12.6 4.12.7 4.12.8 4.12.9

MINUTE MAID PULPY ORANGE MINUTE MAID MIXED FRUIT MAAZA SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS COCA COLA FANTA SPRITE THUMSUP LIMCA MINUTE MAID PULPY ORANGE MINUTE MAID MIXED FRUIT MAAZA SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A COMPARISON OPINION ON COCA COLAS MASS MEDIA ADVERTISEMENT THE M OST ATTRACTIVE COLA DRINKS ADVERTISEMENT THE MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT I NFLUENCE OF ADVERTISEMENT IN THE PURCHASE OF COCA COLA PRODUCTS

65 67 69 72 72 73 74 75 76 77 78 79 80

4.13 4.14 4.15 4.16

81 82 83 84

4.17 4.17.1 4.17.2 4.17.3 4.17.4 4.17.5 4.17.6 4.18 4.19 4.20 4.21

CELEBRITIES ENDORSEMENT LIKED MOST AMIR KHAN VIJAY KATRINA KAIF SALMAN KHAN KAREENA KAPOOR CELEBRITIES EN DORSEMENT LIKED MOST- A COMPARSION CLASSIFICATION OF RESPONDENTS BASED ON GENDER CLASSIFICATION OF RESPONDENTS BASED ON AGE CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION CLASSIFICATION OF RESPONDENTS BASED ON INCOME

85 85 86 87 88 89 90 91 92 93 94

LIST OF CHARTS

CHART NO 4.1 4.2 4.3 4.4 4.5 4.6.1 4.6.2 4.7.1 4.7.2 4.7.3 4.7.4 4.7.5 4.7.6 4.7.7 4.7.8 4.7.9 4.8 4.9 4.10 4.11.1 RRASON FOR SHOPPING NATURE OF PURCHASE USE OF SOFT DRINKS

TITLE

PAGE NO

36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 56

CONSUMPTION OF SOFT DRINKS INFLUENCE ON PURCHASE BRAND PREFERNCES- COLA DRINKS BRAND PREFERNCES- MANGO DRINKS PERCEPTION OF TASTE- COCA COLA PERCEPTION OF TASTE-FANTA PERCEPTION OF TASTE-SPRITE PERCEPTION OF TASTE-THUMSUP PERCEPTION OF TASTE-LIMCA PERCEPTION OF TASTE-MINUTE MAID PULPY ORANGE PERCEPTION OF TASTE-MINUTE MAID MIXED FRUIT PERCEPTION OF TASTE-MAAZA PERCEPTION ON TASTE OF COCA COLA BRANDS- A COMPARISON BUYING PATTERN QUANTITY PURCHASED PLACE OF PURCHASE INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTSCOCA COLA

4.11.2 4.11.3 4.11.4 4.11.5 4.11.6

FANTA SPRITE THUMS UP LIMCA MINUTE MAID PULPY ORANGE

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58 60 62 64 66

4.11.7 4.11.8 4.11.9

MINUTE MAID MIXED FRUIT MAAZA INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS- A COMPARISON

68 70 71

4.12.1

SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- COCA COLA

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4.12.2 4.12.3 4.12.4 4.12.5 4.12.6 4.12.7 4.12.8 4.12.9

FANTA SPRITE THUMSUP LIMCA MINUTE MAID PULPY ORANGE MINUTE MAID MIXED FRUIT MAAZA SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A COMPARISON OPINION ON COCA COLAS MASS MEDIA ADVERTISEMENT MOST ATTRACTIVE COLA DRINKS ADVERTISEMENT MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT INFLUENCE OF ADVERTISEMENT CELEBRITIES ENDORSEMENT LIKED MOST- AMIR KHAN VIJAY KATRINA KAIF SALMAN KHAN KAREENA KAPOOR CELEBRITIES ENDORSEMENT LIKED MOST- A COMPARISON CLASSIFICATION OF RESPONDENTS BASED ON GENDER CLASSIFICATION OF RESPONDENTS BASED ON AGE CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION CLASSIFICATION OF RESPONDENTS BASED ON INCOME

73 74 75 76 77 78 79 80

4.13 4.14 4.15 4.16 4.17.1 4.17.2 4.17.3 4.17.4 4.17.5 4.17.6 4.18 4.19 4.20 4.21

81 82 83 84 85 86 87 88 89 90 91 92 93 94

Executive Summary: Joseph Priestleyinvented carbonated water in the year 1767 in England. Soft drink has become worlds 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 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 worldss 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 510litres. 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.

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 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 nonalcoholic 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)
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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 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 sodawater.) 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.
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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 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
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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.

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!

Corporacin Jos 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 Per 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)

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Europe:

Perrier Jupiler

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
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Maaza (mango drink from Parle bought by Coca-Cola) Rasna (powdered soft drink) Real (fruite juice from Dabur) Red bull (energy drink) 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.
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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. 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.

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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 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 Cokes acquisitions involving Glaceaus 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

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types of beverage processing equipment, some of the capabilities you may need to consider given the requirements of your brand include:

Cold Fill 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
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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 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.

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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 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.
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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. 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

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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 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".

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Variety: Cans: 300ml, 330ml RGB: 200ml, 300ml, 330ml 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 lovers 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

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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.

Variety: PET: 400ml RGB: 200ml Tetrapack: 200ml Burn: Burn is the Coca cola Companys 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

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Kinley Soda: Launched in 2002 Kinley soda today no:1 national soda brand. 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.
25

Bottlers:

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.

26

Logo design:

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 logos 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.

27

1.4 Project Profile: 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

28

REVIEW OF LITERATURE

29

2.1 Conceptual Definition: Consumer Behavior:

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 generall y 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)

30

Marketing Strategy:

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 firms 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 mangersbetter 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 todays 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)

31

Advertisement effectiveness: 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)

32

2.2 Literature Review: 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.

33

Sense of consumers: 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 t ype 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.

34

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.

35

RESEARCH METHODOLOGY

36

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 Research Method Research Instrument Sample size Sample area Sampling method Statistical package Analytical tool

Descriptive research Survey method Structured questionnaire 75 Luck Non-Probability/Convenience Sampling SPSS Percentage analysis, Mean, Garrett Ranking

37

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

38

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 items 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
39

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 Garretts 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.

40

ANALYSIS AND INTERPRETATION

41

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.

42

Analysis of Data: 4.1 Reason for shopping Table 4.1 S. No 1 2 3 Opinion Monthly purchase Weekly purchase Daily purchase Total No. of Respondents 71 72 7 150 Percentage 47.3 48 4.7 100

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

Reason for shopping

60% 50% 40% 30% 20% 10% 0% Monthly purchase Weekly Purchase Daily purchase

47.3%

48%

4.7%

43

4.2 Nature of Purchase Table 4.2 S.No 1 2 Opinion Planned purchase Impulse purchase Total No. of Respondents 133 17 150 Percentage 88.7 11.3 100

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

Chart 4.2

Nature of purchase 11.3%

Planned purchase
Impulse purchase

88.7%

44

4.3 Use of Soft drinks Table 4.3 S. No 1 2 Opinion Family use Personal use Total No. of Respondents 133 17 150 Percentage 88.7 11.3 100

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

Chart 4.3

Use of Soft drinks

Parties

11.3%

Family use

88.7%

0%

20%

40%

60%

80%

100%

45

4.4 Consumption of Soft drinks Table 4.4 S. No 1 2 Opinion Cola drinks Mango drinks Total No of Respondents 106 100 206

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

Chart 4.4

Consumption of soft drinks

107 106 105 104 103 102 101 100 99 98

106

100

97
Cola drinks Mango drinks

46

4.5 Influence on purchase Table 4.5 S. No 1 2 3 Opinion Brand Taste Offer Total No of Respondents 13 79 58 150 Percentage 8.7 52.7 38.6 100

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

Influence on purchase
60% 50% 40% 30% 20% 10% 0% Brand Taste Offer

52.7%
38.6%

8.7%

47

4.6 Brand preference 4.6.1 Cola drinks Table 4.6.1 S. No 1 2 3 4 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. Opinion Coca cola Thums Up 7up Pepsi Mean values 3.73 1.13 1.88 3.28

Chart 4.6.1
4 3.5 3 2.5 2 1.5 1 0.5 0

3.73 3.28

1.88
Preference of Cola drinks

1.13

Coca Cola Thums Up

7up

Pepsi

48

4.6.2 Mango drinks Table 4.6.2 S. No 1 2 3 4 5 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 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Maaza Slice Frooti Maa Mangola Opinion Maaza Slice Frooti Maa Mangola Mean values 4.4 4.53 3.01 2.01 1.05

4.4

4.53

3.01 2.01 1.05

Prefernces of Mango drinks

4.7: Perception on Taste

49

4.7.1 Coca Cola

Table 4.7.1 S. No 1 2 Opinion Very good Good Total No of Respondents 85 65 150 Percentage 56.7 43.3 100

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

Coca Cola
60%

56.7% 43.3%

50%
40% 30% 20% 10% 0% Very good

Good

4.7.2 Perception on Taste- Fanta

50

Table 4.7.2 S. No 1 2 3 Opinion Very good Good Neutral Total No of Respondents 64 84 2 150 Percentage 42.7 56 1.3 100

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 60% 50%

56% 42.7%

40% 30% 20% 10%

Fanta

1.3%
0% Very good Good Neutral

4.7.3 Perception on Taste- Sprite

51

Table 4.7.3 S. No 1 2 3 Opinion Very good Good Neutral Total No of Respondents 27 102 21 150 Percentage 18 68 14 100

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

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

68%

18%

14%

0%
Very good Good Neutral

4.7.4 Perception on Taste- Thums Up

52

Table 4.7.4 S. No 1 2 3 4 Opinion Very good Good Neutral Bad Total No of Respondents 2 46 99 3 150 Percentage 1.3 30.7 66 2 100

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 70% 60% 50% 40%

66%

30.7%
30% 20% 10%

Thumsup

1.3%
0% Very good Good Neutral

2%
Bad

4.7.5 Perception on Taste- Limca

53

Table 4.7.5 S. No 1 2 3 4 Opinion Very good Good Neutral Bad Total No of Respondents 3 33 107 7 150 Percentage 2 22 71 5 100

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

80%
70% 60% 50% 40%

71%

Limca

30%
20% 10% 0% Very good

22% 5%
Good Neutral Bad

2%

54

4.7.6 Perception on Taste - Minute maid pulpy orange

Table 4.7.6 S. No 1 2 3 4 Opinion Very good Good Neutral Bad Total No of Respondents 4 15 45 86 150 Percentage 2.7 10 30 57.3 100

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

Minute maid pulpy orange

70% 60% 50% 40% 30% 20% 10% 0% Very good Good Neutral Bad

57.3%

30%

10%

2.7%

55

4.7.7 Perception on Taste- Minute maid mixed fruit

Table 4.7.7 S. No 1 2 3 4 Opinion Good Neutral Bad Very bad Total No of Respondents 4 20 105 21 150 Percentage 2.7 13.3 70 14 100

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

Minute maid mixed fruit

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

70%

13.3% 2.7%
Good Neutral Bad

14%

Very bad

56

4.7.8 Perception on Taste Maaza

Table 4.7.8 S. No 1 2 3 Opinion Very good Good Neutral Total No of Respondents 128 20 2 150 Percentage 85.3 13.3 1.3 100

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 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Very good Good Neutral Maaza

85.3%

13.3% 1.3%

57

4.7.9 Perception on taste of Coca Cola brands- A comparison

Table 4.7.9 S. No 1 2 3 4 5 6 7 8 Opinion Coca Cola Fanta Sprite Thums Up Limca Minute maid pulpy orange Minute maid mixed fruit Maaza Mean values 4.55 4.41 4.04 3.30 3.18 2.55 2.06 4.84

Chart 4.7.9

Consolidated chart for all sub brands of Coca cola for taste
Maaza Minute maid mixed fruit Minute maid pulpy orange Limca Thums Up Sprite Fanta Coca Cola 0 1 2 3 4

4.84 2.06

2.55
3.18 3.3 4.04 4.41 4.55
5 6

58

4.8 Buying pattern

Table 4.8 S. No 1 2 3 4 Opinion Festivals Parties Offers No specific reason Total No of Respondents 2 16 129 3 150 Percentage 1.3 10.7 86 2 100

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

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

86%

10.7% 1.3%
Festivals Patries Offers

2%
No specific reason

59

4.9 Quantity purchased

Table 4.9 S. No 1 2 3 Opinion Below 5 litres 5-10 litres 11-15 litres Total No of Respondents 104 44 2 150 Percentage 69.4 29.3 1.3 100

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

Quantity purchased

11-15 litres

1.3%

5-10 litres

29.3%

Below 5 litres

69.4%
0% 10% 20% 30% 40% 50% 60% 70% 80%

60

4.10Place of purchase

Table 4.10 S. No 1 2 Opinion Super markets Retail shops Total No of Respondents 141 9 150 Percentage 94 6 100

Interpretation: Majority of the respondents (94%) buy soft drinks at Super markets and 6% at Retail shops. Chart 4.10

Place of purchase

6%

Super markets Retail shops

94%

61

4.11: Influence on the preference of Coca Cola products

4.11.1 Coca Cola

Table 4.11.1 Rank Score X Taste F XF 1 75 9 450 98 3920 42 1050 V 5495 1 75 2 60 3 50 4 40 5 25 Total Rank

Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation:

1 75 148 11100

10 600 64 3840 76 4560 1 60

128 6400 5 250 7 350 1 50

9 360 26 1040 17 680 -

3 75 55 1375 49 1225 -

II 7435 IV 6505 III 6890 I 11210

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

62

Influence on the preference of Coca Cola products- Coca Cola Chart 4.11.1

Coca Cola
12000 10000 8000 6000 4000 2000 0 Taste Price Advertisement Brand name Circle of friends

11210

7435 6505 5495

6890

63

4.11.2 Fanta

Table 4.11.2 Rank Score X Taste F XF 2 120 26 1300 113 4520 9 225 IV 6165 1 75 2 60 3 50 4 40 5 25 Total Rank

Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation:

2 150 1 75 2 150 146 10950

90 5400 28 1680 28 1680 1 60

35 1750 35 1750 55 2750 -

20 800 9 360 8 320 1 40

3 75 77 1925 57 1425 2 50

II 8175 V 5790 III 6325 I 11100

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

64

Influence on the preference of Coca Cola products- Fanta Chart 4.11.2

Fanta
12000 10000 8000 6000 4000 2000 0

11100 8175

6165

5790

6325

65

4.11.3 Sprite

Table 4.11.3 Rank Score X Taste F XF 1 60 63 3150 81 3240 5 125 IV 6575 1 75 2 60 3 50 4 40 5 25 Total Rank

Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation:

2 150 2 150 147 11025

42 2520 66 3960 40 2400 1 60

60 3000 17 850 9 450 1 50

41 1640 14 560 15 600 -

7 175 51 1275 84 2100 1 25

II 7335 III 6795 V 5700 I 11160

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

66

Influence on the preference of Coca Cola products- Sprite Chart 4.11.3

Sprite
12000 10000 8000 6000 4000 2000 0 Taste Price Advertisement Brand name Circle of friends

11160

6575

7335

6795 5700

67

4.11.4 Thums Up

Table 4.11.4 Rank Score X Taste F XF 15 900 130 6500 3 120 2 50 II 7570 1 75 2 60 3 50 4 40 5 25 Total Rank

Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF

1 75 2 150 2 150 147 11025

69 4140 31 1860 32 1920 2 150

15 750 1 50 4 200 1 50

61 2440 42 1680 43 1720 -

4 100 74 1850 69 1725 -

III 7505 V 5590 IV 5715 I 11195

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

68

Influence on the preference of Coca Cola products- Thums Up Chart 4.11.4

Thums Up
Circle of friends Brand name Advertisement Price Taste 0 2000 4000 6000

11195 5715 5590 7505 7570

8000 10000 12000

69

4.11.5 Limca

Table 4.11.5 Rank Score X Taste F XF 17 1020 114 5700 17 680 2 50 1 75 2 60 3 50 4 40 5 25 Total Rank

7450

II

Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF

1 75 2 150 148 11100

55 3300 30 1800 44 2640 1 60

23 1150 6 300 6 300 -

60 2400 42 1680 34 1360 -

12 300 71 1775 64 1600 1 25

III 7150 V 5630 IV 6050 I 11185

Interpretation: The majority of the respondents preferLimca by Circle of friends.

70

Influence on the preference of Coca Cola products- Limca Chart 4.11.5

Limca
12000 10000 8000 6000 4000 2000

11185 7450 7150 5630

6050

71

4.11.6 Minute maid pulpy orange

Table 4.11.6 Rank Score X Taste F XF Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF 4 240 139 6950 2 80 5 125 III 7395 1 75 2 60 3 50 4 40 5 25 Total Rank

1 75

2 100

107 4280

40 1000

IV 5455

142 10650

4 240

4 200

11090

5 375 2 150

136 8160 5 300

5 250 -

1 40 41 1640

3 75 102 2550

II 8900 V 4640

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

72

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

Chart 4.11.6

Minute maid pulpy orange

12000 10000 8000 6000 4000 2000 0 Taste Price Advertisement Brand name Circle of friends

11090 8900 7395 5455 4640

73

4.11.7 Minute maid mixed fruit

Table 4.11.7 Rank Score X Taste F XF 1 75 128 7680 16 800 3 120 2 50 II 8725 1 75 2 60 3 50 4 40 5 25 Total Rank

Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation:

1 75 141 10575 4 300 3 225

1 60 3 180 17 1020 4 240

5 250 3 150 124 6200 -

50 2000 3 120 2 80 90 3600

93 2325 3 75 53 1325

V 4710 I 11025 III 7675 IV 5390

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

74

Influence on the preference of Coca Cola products- Minute maid mixed fruit Chart 4.11.7

Minute maid mixed fruit

Circle of friends Brand name Advertisement Price Taste 0 2000 4000 6000 8000

5390 7675 11025 4710 8725

10000 12000

75

4.11.8 Maaza

Table 4.11.8 Rank Score X Taste F XF Price F XF Advertisement X XF Brand Name X XF Circle of friends X XF Interpretation: The majority of the respondents preferMaaza by Circle of friends. 1 60 2 100 56 2240 91 2275 V 4675 1 75 2 60 3 50 4 40 5 25 Total Rank

2 150 1 75 2 150 146 10950

2 120 81 4860 62 3720 3 180

140 7000 5 250 4 200 -

6 240 39 1560 47 1880 1 40

24 600 35 875 -

II 7510 III 7345 IV 6825 I 11170

76

Influence on the preference of Coca Cola products- Maaza Chart 4.11.8

Maaza
12000 10000 8000 6000 4000 2000 0

11170 7510 4675 7345 6825

77

Influence on the preference of Coca cola products- A comparison Chart 4.11.9

12000 10000 8000 Taste

6000
4000 2000 0 Coca Cola Fanta Sprite Thums Up Limca Minute Minute maid maid pulpy mixed orange fruit Maaza

Price Advertisement Brand name Circle of friends

78

4.12: Satisfaction on the price of Coca Cola products 4.12.1 Coca Cola

Table 4.12.1 S. No 1 2 3 Opinion Highly satisfied Satisfied Neutral Total No of Respondents 85 62 3 150 Percentage 56.7 41.3 2 100

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

Price of Coca cola 56.7%

60%
50% 40% 30% 20% 10% 0% Highly satisfied Satisfied Neutral

41.3%

2%

79

4.12.2 Satisfaction on the price-Fanta

Table 4.12.2 S. No 1 2 3 Opinion Highly satisfied Satisfied Neutral Total No of Respondents 66 80 4 150 Percentage 44 53 3 100

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

60% 50% 40% 30% 20% 10% 0% Highly satisfied

53% 44%

Price of Fanta

3%
Satisfied Neutral

80

4.12.3 Satisfaction on the price-Sprite

Table 4.12.3 S. No 1 2 3 Opinion Highly satisfied Satisfied Neutral Total No of Respondents 21 103 26 150 Percentage 14 68.7 17.3 100

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 80% 70% 60% 50% 40% 30% 20% 10% 0% Highly satisfied Satisfied Neutral Price of sprite

68.7%

14%

17.3%

81

4.12.4 Satisfaction on the price-Thums Up

Table 4.12.4 S. No 1 2 3 Opinion Highly satisfied Satisfied Dissatisfied Total No of Respondents 49 95 6 150 Percentage 32.7 63.3 4 100

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

Price of Thums Up 63.3%

70%

60%
50% 40% 30% 20%

32.2%

4%

10%
0% Highly satisfied Satisfied Dissatisfied

82

4.12.5 Satisfaction on the price-Limca

Table 4.12.5 S No 1 2 3 4 Opinion Highly satisfied Satisfied Neutral Dissatisfied Total No of Respondents 2 22 120 6 150 Percentage 1.3 14.7 80 4 100

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
90% 80% 70% 60% 50% 40%

80%

Price of Limca

30%
20% 10% 0%

14.7% 1.3%
Highly satisfied Satisfied Neutral

4%
Dissatisfied

83

4.12.6 Satisfaction on the price-Minute maid pulpy orange

Table 4.12.6 S No 1 2 3 4 5 Opinion Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total No of Respondents 23 42 29 54 2 150 Percentage 15.3 28 19.3 36 1.3 100

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

40% 35% 30% 25%

36% 28% 19.3% 15.3%

20%
15% 10% 5% 0%

1.3%
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

84

4.12.7 Satisfaction on the price-Minute maid mixed fruit

Table 4.12.7 S No 1 2 3 4 5 Opinion Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total No of Respondents 7 11 45 57 30 150 Percentage 4.7 7.3 30 38 20 100

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

38% 30% 20%

Price of Minute maid mixed fruit

4.7%

7.3%

85

4.12.8 Satisfaction on the price-Maaza

Table 4.12.8 S No 1 2 Opinion Highly satisfied Satisfied Total No of Respondents 121 29 150 Percentage 80.7 19.3 100

Interpretation: Majority of the respondents (80.7%) are Highly satisfied with the price of Maaza and 19.3% are Satisfied.

Chart 4.12.8

Price of Maaza 80.7%

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

19.3%

Highly satisfied

Satisfied

86

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

Table 4.12.9 S No 1 2 3 4 5 6 7 8 Opinion Coca Cola Fanta Sprite Thums Up Limca Minute maid pulpy orange Minute maid mixed fruit Maaza Mean values 4.54 4.40 3.96 4.24 3.12 3.20 2.38 4.80

Chart 4.12.9

Maaza Minute maid mixed fruit Minute maid pulpy orange Limca Thums Up Sprite

4.8 2.38 3.2 3.12 4.24 3.96 4.4 4.54

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Fanta
Coca cola

87

4.13 Opinion on Coca Colas mass media advertisement

Table 4.13 S No 1 2 3 Opinion Very good Good Neutral Total No of Respondents 54 92 4 150 Percentage 36 61.3 2.7 100

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.

Chart 4.13

Opinion on Coca-cola's advertisement

70% 60% 50% 40% 30% 20% 10% 0% Very good Good Neutral

61.3%

36%

2.7%

88

4.14 The most attractive Cola drinks advertisement

Table 4.14 S No 1 3 4 Opinion Coca cola Thums Up Pepsi Total No of Respondents 113 5 32 150 Percentage 75.3 3.3 21.4 100

Interpretation: 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

Cola drinks advertisement

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

75.3%

21.4% 3.3%
Coca cola Thums Up Pepsi

10%
0%

89

4.15 The most attractive Fruit drinks advertisement

Table 4.15 S No 1 2 3 4 Opinion Minute maid pulpy orange Maaza Slice Frooti Total No of Respondents 2 32 114 2 150 Percentage 1.3 21.3 76 1.3 100

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

80% 70% 60%

76%

50%
40% 30% 20% 10% 0%

21.3%

Friut drinks ad

1.3%
Minute maid pulpy orange Maaza Slice

1.3%
Frooti

90

4.16 Influence of advertisement in the purchase of Coca Cola products

Table 4.16 S No 1 2 Opinion Yes No Total No of Respondents 106 44 150 Percentage 70.7 29.3 100

Interpretation: 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

Influence of advertisement
80% 70% 60% 50% 40% 30% 20% 10% 0%

70.7%

29.3%

Yes

No

91

4.17: Celebrities Endorsement liked most 4.17.1 AamirKhan

Table 4.17.1 S No 1 2 3 4 Opinion Like most Like Neutral Dislike Total No of Respondents 52 82 14 2 150 Percentage 34.7 54.7 9.3 1.3 100

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

60% 50% 40% 30% 20%

54.7%

34.7%
AamirKhan

9.3%
10%

1.3%
0%

Like most

Like

Neutral

Dislike

92

4.17.2 Celebrities Endorsement liked most- Vijay

Table 4.17.2 S No 1 2 3 4 5 Opinion Like most Like Neutral Dislike Dislike most Total No of Respondents 54 70 22 2 2 150 Percentage 36 46.7 14.7 1.3 1.3 100

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

Vijay
50% 45% 40% 35% 30%

46.7% 36%

25%
20% 15% 10% 5% 0%

14.7%

1.3%
Like most Like Neutral Dislike

1.3%
Dislike most

93

4.17.3 Celebrities Endorsement liked most- Katrina Kaif

Table 4.17.3 S No 1 2 3 4 Opinion Like most Like Neutral Dislike Total No of Respondents 15 61 67 7 150 Percentage 10 40.6 44.7 4.7 100

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

Dislike

4.7%

Neutral

44.7%
Katrina Kaif

Like

40.6%

Like most
0%

10%

10%

20%

30%

40%

50%

94

4.17.4 Celebrities Endorsement liked most- Salman Khan

Table 4.17.4 S No 1 2 3 4 Opinion Like most Like Neutral Dislike Total No of Respondents 9 46 80 15 150 Percentage 6 30.7 53.3 10 100

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

Salman Khan
60% 50% 40% 30% 20%

53.3%

30.7%

10% 6%

10% 0%

Like most

Like

Neutral

Dislike

95

4.17.5 Celebrities Endorsement liked most- KareenaKapoor

Table 4.17.5 S No 1 2 3 4 Opinion Like most Like Neutral Dislike Total No of Respondents 19 45 74 12 150 Percentage 12.7 30 49.3 8 100

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

49.3%
50% 45% 40% 35% 30% 25% 20% 15% 10%

30%
Kareena Kapoor

12.7% 8%

5%
0%

Like most

Like

Neutral

Dislike

96

4.17.6 Celebrities Endorsement liked most- A comparison

Table 4.17.6 S No 1 2 3 4 5 Opinion Aamir Khan Vijay Katrina Kaif Salman Khan KareenaKapoor Mean values 4.22 4.14 3.56 3.32 3.46

Chart 4.17.6

Kareena Kapoor

3.46 3.32 3.56 4.14 4.22

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Salman Khan

Katrina Kaif

Vijay

Aamir Khan

97

4.18 Classification of respondents based on Gender

Table 4.18 S No 1 2 Opinion Male Female Total No of Respondents 115 35 150 Percentage 76.7 23.3 100

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

Chart 4.18

Classification based on Gender

23.3%
Male Female

76.7%

98

4.19 Classification of respondents based on Age

Table 4.19 S No 1 2 3 4 5 Opinion 15-20years 21-25years 26-30years 31-40years 40years above Total No of Respondents 6 45 36 50 13 150 Percentage 4 30 24 33.3 8.7 100

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 1520years.

Chart 4.19

35%

33.3% 30%

30% 25% 20% 15% 10% 5% 0%

24%

Age

8.7% 4%

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

40years above

99

4.20 Classification of respondents based on Occupation

Table 4.20 S No 1 2 3 4 Opinion Professional Businessman Student House wife Total No of Respondents 20 62 43 25 150 Percentage 13.3 41.3 28.7 16.7 100

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

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

41.3% 28.7% 16.7% 13.3%

Professional

Businessman

Student

House wife

100

4.21 Classification of respondents based on Income

S No 1 2 3 4 5

Table 4.21 Opinion No of Respondents Below 5000 58 5001-15000 8 15001-30000 66 30001-45000 14 Above 45000 4 Total 150

Percentage 38.7 5.3 44 9.3 2.7 100

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
50%
45% 40% 35%

44% 38.7%

30%
25% 20% 15%

Income

10%
5% 0%

9.3% 5.3% 2.7%

Below 5000 5001-15000 15001-3000030001-45000Above 45000

101

FINDINGS, CONCLUSIONS AND SUGGESTIONS

102

5. Findings, Conclusions and Suggestions: 5.1 Findings: The majority of the respondents are doing their shopping by weekly purchase. 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.

103

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 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.

104

BIBLIOGRAPHY

105

Bibliography: Philip Kotler and Kevin Keller, Marketing Management, Pearson Education, 14th edition (2012). 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

106

APPENDICES

107

Questionnaire:

1. Reason for shopping a. Monthly purchase b. Weekly purchase c. Daily purchase 2. What kind of purchase is it usually? a. Planned purchase b. Impulse purchase 3. Do you buy soft drinks for: a. Family use b. Parties c. 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. Brand b. Taste c. Offer

108

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

1-Most preferred brand ------------------------------------------5-Least preferred brand Cola Coca Cola Thums Up 7up Pepsi Ranking Orange Fanta Mirinda Delmonte Ranking Lemon Limca Sprite 7up Nimbooz Mountain dew Glucovita lime Ranking Mango Maaza Slice Frooti Maa Duke's Mangola Ranking

Others (Please specify) __________________

7. What is your view on taste of all the Coca cola products? Very good Coca cola Fanta Sprite ThumsUp Limca Minute maid pulpy orange Minute maid mixed fruit Maaza Good Neutral Bad Very Bad

109

8. Specify your buying pattern: (Tick only one) Occasions Festivals Parties Offers No specific reason

`Others (specify) ______________

9. How much quantity do you purchase for the particular occasion? a. b. c. d. Below 5litres 5-10litres 11-15litres More than 15litres

10. Where do you purchase the soft drinks? a. b. c. d. Super markets Retail shop Bakery Others ____________

110

11. Why do you prefer Coca cola products? Rank according to your opinion: 1- Most preferred reason------------5- Least preferred reason Quality * Coca cola Fanta Sprite ThumsUp Limca Minute maid pulpy orange Minute maid mixed fruit Maaza Price Advertisement Brand name Circle of friends**

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

111

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

Highly satisfied Coca Cola Fanta Sprite ThumsUp Limca Minute maid Pulpy orange Minute maid Mixed fruit Maaza

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied

13. What is your view on the mass-media advertisements of Coca cola? a. b. c. d. e. Very good Good Neutral Bad Very bad

112

14. Which cola drinks advertisement attracts you most? (Tick only one) Coca cola Sprite ThumsUp 7up Pepsi Others (specify) ______________ Reason for like: _________________________________ Reason for dislike: _______________________________

15. Which fruit drinks advertisement attracts you most? (Tick only one) Minute maid Pulpy orange Minute maid Mixed fruit Maaza Slice Frooti

Others (specify) _________________

Reason for like: __________________________________________________ Reason for dislike: ________________________________________________

16. Have you decided to purchase Coca cola product after watching advertisement? a. Yes b. No

113

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 Aamir Khan Vijay Katrina Kaif Salman Khan KareenaKapoor 5 4 3 2 1

19. Personal Information: Name: Gender: a. Male b. Female

Age: a. b. c. d. e. 15-20 years 21-25 years 26-30 years 31-40 years 40 years and above

114

Occupation: a. b. c. d. Income: a. b. c. d. e. Below Rs.5000 Rs. 5001-15000 Rs. 15001-30000 Rs. 30001-45000 Above Rs. 45000 Professional Businessman Student House wife

115