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”A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS 1.

25LIT PACK IN IN
HINDUSTHAN COCA COLA BEVERAGES (P) LTD, BENGALURU”

ABSTRACT
The project work has been carried out at HINDUSTAN COCA COLA PVT LTD,

BENGALURU. This report is the outcome of the study conducted on the topic “CONSUMER

BUYING BEHAVIOUR ON 1.25lit PACK IN COCACOLA”. The tools used in the study for

analysing the collected data are Simple percentage analysis and Karl Pearson test test. The study

was done on a total of 116 respondents and analysis was conducted.

The aim of the study was to identify the consumer buying behaviour towards 1.25lit pack of soft

drinks in coca cola. Consumer behaviour focuses on how individuals make decisions to spend

their available resources like time, money, effort consumption related items. Consumer

behaviour is defined as the behaviour that consumers display in searching for, purchasing, using,

evaluating and disposing of products and services that they expect will satisfy their needs. In

order to succeed in any business in today’s competitive market, marketers have to know

everything they can, about consumers. They must know what the buyers want, what the buyers

think, how they work, how they spend their leisure time, and so on. They need to also understand

the personal and group influences that affect consumer decisions and how these decisions are

made by consumers.
TABLE OF CONTENTS

CHAPTER CONTENTS PAGE NO


NO
INTRODUCTION
1.1 Introduction 1
1.2 Company Profile 6
1.3 Identified Problem 20
1 1.4 Objective of the Study 21
1.5 Scope of the Study 22
1.6 Need for study 23
1.7 Deliverables 24
LITERATURE SURVEY
2
2.1 Review of Literature 25
METHODOLOGY
3.1 Type of Project 33
3.2 Target Respondents 35

3 3.3 Limitations of the Study 36


3.4 Proposed Sampling Methods 37
3.5 Data processing 38
3.6 Tools for Analysis 39
DATA ANALYSIS AND INTERPRETATION
4.1 Statistical Tools 41
4 4.1.1 Percentage Analysis 41
4.1.2 Karl Pearson correlation analysis test 59

CONCLUSION
5.1 Summary of Findings 61
5 5.2 Suggestions & Recommendations 62
5.3 Conclusion 63
APPENDIX
(i) Bibliography A1

(ii) Questionnaire A2
LIST OF TABLES

TABLE TABLE TITLES PAGE


NO NO
4.1.1.1 Table showing the age groups of the respondents 41

4.1.1.2 Table showing the gender wise classification of respondents 43

4.1.1.3 Table showing responses for consumption of Coca-Cola. 44

4.1.1.4 Table showing the frequency of consumption 45

4.1.1.5 Table Showing preferable occasions to have soft drinks 46

4.1.1.6 Table showing the different packages for occasional consumption. 47

4.1.1.7 Table showing 1.25lit pack is a better replacement for 1.5lit pack 48

.
4.1.1.8 Table showing the reason for selection 49

.
4.1.1.9 Table showing the availability of 1.25lit pack 50

4.1.1.10 Table showing wheather 1.25lit pack is affordable price 51

4.1.1.11 Table showing the awareness of the promotional scheme running on this pack 52

4.1.1.12 Table showing the media of promotion 53

4.1.1.13 Table showing the most preferred product 54

4.1.1.14 Table showing the brand preference 55


IST OF CHARTS

TABLE TABLE TITLES PAGE


NO NO
4.1.1.1 Chart showing the age group of the respondents 41

4.1.1.2 Chart showing the gender wise classification of respondents 43

4.1.1.3 Chart showing responses for consumption of Coca-Cola. 44

4.1.1.4 Chart showing the frequency of consumption 45

4.1.1.5 Chart Showing preferable occasions to have soft drinks 46

4.1.1.6 Chart showing the different packages for occasional consumption 47

.
4.1.1.7 Chart showing 1.25lit pack is a better replacement for 1.5lit pack 48

.
4.1.1.8 Chart showing the availability of 1.25lit pack 49

.
4.1.1.9 Chart showing the availability of 1.25lit pack 50

4.1.1.10 Chart showing wheather 1.25lit pack is affordable price 51

4.1.1.11 Chart showing the awareness of the promotional scheme running on this pack 52

4.1.1.12 Chart showing the media of promotion 53

4.1.1.13 Chart showing the most preferred product 54

4.1.1.14 Chart showing the brand preference 55