A STUDY ON CONSUMER

A STUDY ON CONSUMER
PREFERENCES FOR COCA
PREFERENCES FOR COCA
COLA
COLA

INTRODUCTION
1-A study of factors responsible for brand
preference
1-A study of factors responsible for brand
preference
in FMCG sector:
in FMCG sector:

Brand preference means to compare the different

brands and
Brand preference means to compare the different
brands and
opt for the most preferred brand. This brand
preference is
opt for the most preferred brand. This brand
preference is
influenced by various factors.
influenced by various factors.

2-Colour and flavour rule consumer

preferences:
2-Colour and flavour rule consumer
preferences:

This experiment showed the feasibility of the

proposed multiThis experiment showed the feasibility of the
proposed multisensory design method based on mixed qualitative
and

sensory design method based on mixed qualitative

and
quantitative approaches. The study also
demonstrates the
quantitative approaches. The study also
demonstrates the
importance of flavour and colour selection for new
products.
importance of flavour and colour selection for new
products.

OBJECTIVE OF THE STUDY

To

study the consumers preferences for Coca

Cola.
To study the consumers preferences for Coca
Cola.
To know the percentage of males and females
that are
To know the percentage of males and females
that are
aware about bingo
aware about bingo
To know which brands advertisement mostly
people
To know which brands advertisement mostly
people

have seen.
have seen.
To know the reason to buy cola drinks.
To know the reason to buy cola drinks.
To know why was the advertisement being
noticed by
To know why was the advertisement being
noticed by
the consumer?
the consumer?

History
vCoca-Cola

was founded in May 1886 by Dr. John

Pemberton
Coca-Cola was founded in May 1886 by Dr. John
Pemberton
vCoca-Cola was first sold to the public in Atlanta at
Jacobs

Coca-Cola was first sold to the public in Atlanta at

Jacobs
Pharmacy
Pharmacy
vOnly 9 servings of the soft drink were sold each
day
Only 9 servings of the soft drink were sold each day
vSales for the first year were only $50
Sales for the first year were only $50
vDouglas N. Daft was elected chairman, Board of
Directors,
Douglas N. Daft was elected chairman, Board of
Directors,
and chief executive officer of The Coca-Cola
Company
and chief executive officer of The Coca-Cola
Company
on February 17, 2000. Mr. Daft is the 11th chairman
of
on February 17, 2000. Mr. Daft is the 11th chairman
of
the Board in the history of the
the Board in the history of theCo mp any.

Company.
vHe held positions of increasing responsibilities
He held positions of increasing responsibilities
throughout Asia and in 1982 was named vice
throughout Asia and in 1982 was named vice
president of Coca-Cola Far East Ltd.
president of Coca-Cola Far East Ltd.
v

Coca

Cola extracts more water from common

Coca Cola extracts more water from common
groundwater resources than contract permits.
groundwater resources than contract permits.
Communities living around Coca Cola bottling
Communities living around Coca Cola bottling
plants experience severe water shortages.
plants experience severe water shortages.
Discharge of waste water into fields and
rivers;
Discharge of waste water into fields and rivers;
drinking water poisoned.
drinking water poisoned.
In Plachimada(Kerala) and Mehdiganj(UP) Coke
In Plachimada(Kerala) and Mehdiganj(UP) Coke
distributed its solid waste to farmers in the area
as
distributed its solid waste to farmers in the area
as
fertilizer. Toxic with cadmium and lead.
fertilizer. Toxic with cadmium and lead.
Coca Cola products sold in India contain high
levels of
Coca Cola products sold in India contain high
levels of
pesticides.
pesticides.

Coca

Cola extracts more water from common

Coca Cola extracts more water from common

groundwater resources than contract permits.

groundwater resources than contract permits.
Communities living around Coca Cola bottling
Communities living around Coca Cola bottling
plants experience severe water shortages.
plants experience severe water shortages.
Discharge of waste water into fields and
rivers;
Discharge of waste water into fields and rivers;
drinking water poisoned.
drinking water poisoned.
In Plachimada(Kerala) and Mehdiganj(UP) Coke
In Plachimada(Kerala) and Mehdiganj(UP) Coke
distributed its solid waste to farmers in the area
as
distributed its solid waste to farmers in the area
as
fertilizer. Toxic with cadmium and lead.
fertilizer. Toxic with cadmium and lead.
Coca Cola products sold in India contain high
levels of
Coca Cola products sold in India contain high
levels of
pesticides.
pesticides.

Core Brand in India

Product line soft-drink:
Product line soft-drink:
Coca-cola
Coca-cola
Sprite
Sprite
Fanta
Fanta

Limca

Limca
Maaza
Maaza
Thums up
Thums up
1.Out of 800 consumers, 51% are males and
only 49%
1.Out of 800 consumers, 51% are males and
only 49%
are females.
are females.
2.Maximum number of people surveyed is below
15
2.Maximum number of people surveyed is
below 15
years.
years.
3.Out of 800 people 13% are professionals, 9%
are
3.Out of 800 people 13% are professionals, 9%
are
businessman,26% are serviceman, and 49% are
businessman,26% are serviceman, and 49% are
students.
students.
4.Out of 800 respondents, 97% of consumers
buy cold

4.Out of 800 respondents, 97% of consumers

buy cold
drinks and only 3%of them do not buy.
drinks and only 3%of them do not buy.
5.19% respondents prefer Coke, 18% prefer
Pepsi, 12%
5.19% respondents prefer Coke, 18% prefer
Pepsi, 12%
7up, 11 % of them prefer Sprite, 9% Fanta, 8%
prefer
7up, 11 % of them prefer Sprite, 9% Fanta, 8%
prefer
Mazza, and 23% prefer Thumsup.
Mazza, and 23% prefer Thumsup.

6. 25%people purchase cold drinks because of

taste,20%
6. 25%people purchase cold drinks because of
taste,20%
people purchase cold drinks because of brand
name,20%
people purchase cold drinks because of brand
name,20%
people purchase cold drinks because of
packaging,15%
people purchase cold drinks because of
packaging,15%
people purchase cold drinks because of price ,
11% people

people purchase cold drinks because of price ,

11% people
purchase cold drinks because of brand
ambassador
purchase cold drinks because of brand
ambassador
8%people purchase cold drinks because of easy
availability
8%people purchase cold drinks because of easy
availability
1%people purchase cold drinks because of any
other
1%people purchase cold drinks because of any
other
reason.
reason.
7. 23% people remember the advertisement of
Coke, 23%
7. 23% people remember the advertisement of
Coke, 23%
people remember the advertisement of
Pepsi,1% people
people remember the advertisement of
Pepsi,1% people
remember the advertisement of 7up, 6% people
remember
remember the advertisement of 7up, 6% people
remember
the advertisement of Sprite, 4% people
remember the

the advertisement of Sprite, 4% people

remember the
advertisement of Fanta, 10%people remember
the
advertisement of Fanta, 10%people remember
the
advertisement of Mazza, and 23% people
remember the
advertisement of Mazza, and 23% people
remember the
advertisement of Thumsup.
advertisement of Thumsup.

8. 24% people remember the advertisement

8. 24% people remember the advertisement
because of creativity,25% people remember
the
because of creativity,25% people remember
the
advertisement because of brand
ambassador,11%
advertisement because of brand
ambassador,11%
people remember the advertisement
because of
people remember the advertisement
because of
their idea of delivering the
message.,25%people

their idea of delivering the

message.,25%people
remember the advertisement because of
remember the advertisement because of
frequency of add.15% people remember the
frequency of add.15% people remember the
advertisement because of logical reason
advertisement because of logical reason
9. Out of 800 consumers 98% have seen the
9. Out of 800 consumers 98% have seen the
advertisement and only 2% have not seen
the
advertisement and only 2% have not seen
the
advertisement of any chips.
advertisement of any chips.

Perform

a detail demand survey at regular

interval to
Perform a detail demand survey at regular
interval to
know about the unique needs and requirements
of
know about the unique needs and requirements
of
the customer.
the customer.

The

company should also use time to time

some more
The company should also use time to time
some more
and new attractive system of word of mouth
and new attractive system of word of mouth
advertisement to keep alive the general
awareness
advertisement to keep alive the general
awareness
in the whole market as a whole.
in the whole market as a whole.
The company should be always in a position to
The company should be always in a position to
receive continuous feedback and suggestions
from
receive continuous feedback and suggestions
from
its customers/ consumers as well as from
its customers/ consumers as well as from

CONCLUSION
From

the analysis of the data collected and

from the

From the analysis of the data collected and from

the
experiences, I have reached the following
experiences, I have reached the following
conclusions:
conclusions:
COKE is most popular amongst its users mainly
COKE is most popular amongst its users mainly
because of its TASTE, BRAND NAME,
because of its TASTE, BRAND NAME,
INNOVATIVENESS. Thus it should focus on good
taste
INNOVATIVENESS. Thus it should focus on good
taste
so that it can capture the major part of the
market.
so that it can capture the major part of the
market.