Chapter: 1 Introduction to the study

Soft-drinks

Marketing is not a process of selling our goods to customers. It is an art of making them buy our goods again and again. Marketing is a social and management process by which individuals and groups obtain what they want and need through creating offering, exchange and transaction products of value with them.

Marketing Management is a process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and organization goals. Thus, marketing starts with identifying the target customers and ends with satisfied customers. Management of all the activities between these customers is the responsibility of the marketing managers.

CONSUMER MARKETS: Individual and households for their personal consumption can be defined as a consumer market. Beverage industry is generally considered to the typical consumer goods. Beverage industry is one of the most profitable industry in the market. Beverage industries at present are facing boom period in India.

Beverage industry is generally classified into:

1. Alcoholic drinks.

2. Non-alcoholic drinks.

Non-alcoholic beverages again divided into:

1. Carbonated Soft Drinks (C.S.D)

2. Fruit Juice
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The soft drinks again divided into:

1. Cola based

2. Non-Cola based

The Non-Cola based segment has orange, clear lemon, cloudy lemon and soda. Fruit juices include watermelon, mango, apple and pineapple. The cola segments, which consider to be giving some type of fuzziness and satisfaction, is fast growing in India. This is the reason why soft drink marketers are fighting tooth and nail to establish their leadership in the market.

CONSUMER PERCEPTION The marketing concept is built on the premise that marketers first identify consumer needs and then develop products and services to satisfy those needs. Consumer researcher offers asset of diverse methods to identify such needs. Consumer research is also used to better understand consumption behavior. It is used to identify and locate appropriate target markets and to learn their media habits .it is used to identify both felt and unfelt needs to learn how consumer perception products and brand and stores, whats their attitude before and after promotional components and how and why they make their consumer decisions. Many of these applications of consumer research are managerial in perspective. They are designed to help a market make specific marketing decisions concerning product, price, promotion and distribution. Consumer research provides basis for the development of new product and service concepts to meet targeted consumer needs. It also enables marketer to build consumer meaning into the product or service by discovering which attributes are most important to the target market and integrating them into the product or service design.
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HOW THE CONSUMER HELPS MANUFACTURER

The consumer helps the manufacturer by formulating the policy of manufacturers according to the demand and assists them in securing the markets of their goods. The consumer also reveals the manufacturers from the necessity of having sales organization of their own. The manufacturers are not put to that task of collection and securing orders and the numbers of accounts they have to open are smaller than when dealing with the

consumer. The consumers are in a position to advice the manufacturers as to the changes or alternations, which should be introduced in their products. While manufacturing soft drinks the company should maintain both quality and quantity occupies a very important stabilized position. The company can assess the public demand and see that marketable goods are manufactured thus protecting the manufacturer from wasteful and indiscriminate production as well as the consumer against goods which are neither satisfactory nor good value.

CONSUMER RELATIONS:

The consumer decision making with a brief consideration of relations marketing firms have established relationship marketing programs to faster usage loyalty and a commitment to their companys products and services . In this way relationship marketing is aimed at creating strong relationships with a core group of consumers. The emphasis is on developing long-term bonds with them and by giving them some kind of personal connections to the business. Ultimately it is an advantage to develop long-term relationship with existing consumers because it is easier and less expensive to make an additional sale to an existing consumer than to make a new sale to a new consumer. However, the effort involved for the firm in developing and maintaining a consumers relationship must be weighted against the expected long-term benefits. Marketers much determine the life time value of a consumers to ensure that the cost of obtaining servicing and communicating with the consumers do not exceed the potential profits.

Chapter: 2 Profile of Softdrinks

Soft drinks are thirst quenches hygienic sweetened flavor, low calorie, non alcoholic, good taste and social status. These soft drinks when serve at cost will be the best alternative for beer, wine, tea or coffee etc.

Two reasons for predominance of the soft drink industry is their easy availability and their reasonable high degree as product and our country with more than 100 crores of population is potentially one of the largest consumer markets in the world. The soft drink industry in India has annual sales exceeding Rs900 crores and most of the bottling companies, which are franchises in the country, have been flourishing well.

Soft drink is considered to be a non-essential product as the excise duty levied by the government is very high and by which the bottles of a soft drink is fixed at Rs5.00 to reach ultimate consumer. But in India more than 40% of population is living below poverty line and as a result, the trading activities of soft drinks industry is concentrated in and around big cities and towns, Where the purchasing power of the people is comparatively high .In spite of all these reasons the soft industry has expanded a wide network and made arrangements to the product even to the remote places by giving franchisees to various bottling companies in urban as well as suburban areas.

BRAND POSITIONING:

Positioning of the different brands in the Indian soft drink market can be analyzed by the way various brands have been advertised by their companies and the manner how they are perceived by the consumers.

Some drinks are meant for health, some for youthfulness, some as fashionable, and some as thirst quenchers and some as thirst.
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CHEPTER 3 HISTORY OF SOFT DRINKS

Soft drinks can trace their history back to the mineral water found in natural paring. Bathing in natural springs has long been considered a healthy thing to do and mineral water has said to have curative powers. Scientists discovered that gas chromium or carbon dioxide was behind the bubbles in natural mineral water.

The first marketed Soft drinks (non-carbonated) appeared in the 17th century. They were made from water and lemon juices sweetened with honey. In 676, the camping de Luminaries of Parries was granted a monopoly for the sale of lemonade softdrinks. Vendors would carry tanks of lemonade on their backs 2nd dispensed cups of the drink to thirsty Parisians. In 1767, an Englishmen created the first drinkable manmade glass of carbonated water, Dr Joseph priestly. Three years later the Swedish chemist tuber Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed imitation mineral water Toby produced in large amounts.

In 1810, the first U.S Patent was issued for the "means of mass manufacture limitation mineral waters" to Simons and Rundle of Charleston, South Carolina carbonated beverages did not achieve great popularity in America until 1832, when John Matthew's invented his apparatus for the making carbonated water. John Matthew's mass manufactured his apparatus for sale to others.

The drinking of either natural or artificial mineral water was considered a healthy practice. American Pharmacists, who were selling most of the mineral waters started to add medicinal and other flavorful herbs to the unflavored beverages: e.g., birch

bark, dandelion, sarsaparilla and fruit extracts. The early drug - with their soda fountains became a popular part of American Culture. Customers wanted to take the drinks home with them and the san drink hauling Industry grew from the consumer demand. Over 1,500 U.S. patents were filed for a cork, cap or lid for the carbonated rink bottle tops. The bottles were under a lot of pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide (bubbles) from escaping. In 1892, William Painter, a Baltimore machine shop operator, patented the "Crown Cork Bottle Seal". It was the first very successful method of keeping the bubbles in the bottle. 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. The inventor, Michael j. Owens, an employee of Libby Glass Company, first operated. Within a few years, Glass Bottle production increased from 1,500 bottles a day to 57,000 bottles a day. Some time in the1920s, the first home packs were invented. ohm-pas is the familiar six-pack carrying cartons. Automatic vending machines also began to appear in the 1920's. The soft drink had become an American.

THE NATIONAL SCENE OF SOFT DRINK:

It is the oldest of the soft drinks in India. It had exited Indian market in 1977. Later it was introduced in the market in the year 1993. The Indian soft drink industry is growing its sales at an alarming rate, with the CocaCola Company and Pepsi Foods in "The Indian Soft Drink Industry". The scene of the soft drink industry is:

1. The Parle's Exports Pvt Ltd

2. The Pepsi Food Pvt Ltd

3. Pure Drink Pvt Ltd

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4. Bangalore soft drinks Pvt Ltd

5. MC Dowells Pvt Ltd

6. Hindustan Coca - Cola Beverages Pvt Ltd

A brief discussion on the leading soft drink companies and the market share of their popular brands.

Parle: Parle is the market leader in all the three soft drink flavors. Thums up has occupied 36% of the total Cola market with Limca accounting for over 52% share of Lemon flavored soft drinks, while Gold spot has covered almost 42% of Orange segment.

Pure Drink: Pure drinks stand seconds to Parle in the market. Camp cola have captured about 24% of the market. While camp cola is also doing well with share of about 25%. MC Dowells: Mc Dowell's did well initially, but it couldn't retain that position. News paper reports have claimed that, faced with plunging sales and declining market share in the carbonated beverages. MC Dwells is casing out of the soft drink market.

Pepsi Foods Pvt Ltd : Pepsi Co - Inc 13 billion soft drinks, snacks and fast foods conglomerate has family entered the Indian market after a few years of Hectic Lobbying and controversy. Dogged down by controversy one or another since its idea of entering the Indian market. Pepsi has changed its plan of being predominated soft drink vertex to predominately agriculture one.

Coke was ended its market in 1977. There was tie up between in Parle and coke in 1993 and then Coca - Cola has introduced in Indian market.
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The products of Hindustan Coca - Cola beverages are:

1. Coca - Cola

2. Thums up

3. Sprite

4. Fanta

5. Limca

6. Kinley

COMPLEXITIES IN THE SOFT DRINK MARKET: The soft drink business is most complicated because of the following reasons.

A) At the most basic level, it is a two - way business. When consumer buys a cigarette or soaps that ends the marketing story, but soft drink bottles collected back.

B) It is a seasonal business and has sales 6 months a year.

C) The retailer by the way of chilling a bottle does value addition.

D) It is impulse so buying consumer loyalty is uncertain. If on a warm day the consumer asks for certain brand and finds that it is out of stock. He will settle next brand that strikes his mind rather than roaming for the first brand in the neighboring outlet. In other words if brands availability is weak on certain day, the effect on sales will show in the next 24 hours.

CHAPTER 4 RESEARCH METHODOLOGY

INTRODUCTION

The main objective of the study is to find out the overall consumer perception towards soft drinks industries in india

The method used for present study was survey method using structured and pre designed questionnaires. In this method the information is gathered mainly through personal interviews. The survey consists of gathering data by interviewing a limited number of respondents. The sample is selected from a large group on convenience basis.

The uses of survey method are:

1. To gather facts from respondents.

2. To report the opinion of the respondents.

3. To probe interpretation that gives various matters.

METHODOLOGY

RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring the information needed.
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It is the over all operational pattern or frame work to the project that stipulates what information is to be collected from which source and by what procedures.

Research design was aimed at relevant information. It was conceptual structured with in which research was conducted.

Data collection Method

Primary data by

Secondary data

THE MAIN SOURCES OF DATA

There are two types of data

primary data

This consists of original information, which is collected first hand. It is obtained direct with consumers concerned through market research. It can be collected in following ways

o Observation

o Focus group

o Survey
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secondary data

Researchers usually start by gathering secondary data through the companys internal data base, which provides a good starting point. However, the company can also tap a wide assortment of external information sources ranging from company public and libraries to government business and publications.

Sample:

A part of population, which is provided by some process on other. Usually by deliberated selection with the object of investigation the properties of the parent population set. Non-probability sampling method is in deterministic method where the sample size is numerous and cant be determined. So for our convenience we take convenience-sampling method where all the population in sample is given equal priority.

Sampling procedure:

It is a procedure required from defining a population to the actual selection of the sample.

Sample and Sampling: Sample means the unit or segment of the population selected for investigation or search. Sampling is the Procedure by which using a small number parts of the whole population we reach up to conclusion regarding the whole population. There are mainly two types of sampling techniques are given below.
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Techniques of Sampling

Non Probability Sampling

Probability Sampling

Judgmental

Convenience

Quota Sample

Snowball

Simple Random Sampling

Systematic Sampling

Stratified Random Cluster Sampling Sampling

In this study, to get Information from respondents, I had considered non probability sampling technique and select sample from total population through convenience sampling method. In non probability sampling technique the chances of selection of all elements of population are not equal and convenience sampling method means sample drawn at the convenience of the interviewer people tend to makes the selection at familiar location and choose respondents who are like themselves.

Sampling method:

The Sampling technique adopter by the researcher for the study is simple random sampling.

Sampling unit:

A sampling unit is the basic unit containing the elements of the target population.
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Sample size:

The sample size for the study is 250 consumers.

Area of study:

Area of the study for the researcher work is ahmedabad.

SCALING TECHIQUNE
Scaling (Definition) Scaling means creating a continnum upon which measured objectives are located.

There are four types of techniques.

Scaling Techniques

Nominal

Ordinal

Interval

Ratio

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In this study of comparision of customer perception towards softdrinks , We have conducted a Nominal Scaling Techniques to each demographic factors which shows classification in symbols.

Measures of the study

Independent variables

In measures of the study, we are consider demographic factor of the dependent variables like Age, Gender, Occupation dependent variables

In measures of the study, we are consider likert scale like price, taste,flavours etc. are the independent variables.
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Reliability of scale

Reliability Test
To test the reliability of various constructs of the questionnaire, the Cronbach coefficient alpha (equivalent to the average of all the split half correlation coefficients) is used.

Reliability Statistics Cronbach's Alpha .732 N of Items 19

CHAPTER-5 ANALYSIS OF PRIMARY DATA

Hypothesis
Hypothesis testing begins with an assumption, called a hypothesis that we make about a population parameter. Then we collect sample data, produce statistics, and use this information to decide how likely it is that our hypothesized population parameter is correct. Let us assume a certain value for a population mean. To test the validity of our assumption, we gather the sample data and determine the difference between the hypothesized value and actual value of the sample mean. Then we judge whether the difference is significant. The smaller the difference, the greater the likelihood that our hypothesized value for the mean is correct. The larger the difference, the smaller the likelihood.

(1) H0 : There is no significance relation between price and consumer perception towards softdrinks H1: There is significance relation between price and consumer perception towards softdrinks 15

(2) H0 : There is no significance relation between taste and consumer perception towards softdrinks H1: There is no significance relation between taste and consumer perception towards softdrinks (3) H0 : There is no significance relation between flavour and consumer perception towards softdrinks H1: There is no significance relation between flavour and consumer perception towards softdrinks (4) H0 : There is no significance relation between availability and consumer perception towards softdrinks H1: There is no significance relation between availability and consumer perception towards softdrinks (5) H0 : There is no significance relation between thirst and consumer perception towards softdrinks H1: There is no significance relation between thirst and consumer perception towards softdrinks (6) H0 : There is no significance relation between brand and consumer perception towards softdrinks H1: There is no significance relation between brand and consumer perception towards softdrinks (7) H0 : There is no significance relation between fizz and consumer perception towards softdrinks H1: There is no significance relation between fizz and consumer perception towards softdrinks (8) H0 : There is no significance relation between size of bottle and consumer perception towards softdrinks H1: There is no significance relation between size of bottle and consumer perception towards softdrinks (9) H0 : There is no significance relation between shape and consumer perception towards softdrinks H1: There is no significance relation between shape and consumer perception towards softdrinks (10)H0 : There is no significance relation between endorsement and consumer perception towards softdrinks H1: There is no significance relation between endorsement and consumer perception towards softdrink

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Data Analysis and interpretation 3.7.1 Frequency table Age

Age Cumulative Frequency Valid 12 to 17 18 to 25 >50 26 to 32 33 to 50 Total 8 177 2 52 11 250 Percent 3.2 70.8 .8 20.8 4.4 100.0 Valid Percent 3.2 70.8 .8 20.8 4.4 100.0 Percent 3.2 74.0 74.8 95.6 100.0

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Interpretation : The above graph saws that approx 70% of people are between 18 to 25 and 20% people between 26 to 32 it indicates the young generation consume more softdrink than other age

Gender
Gender Cumulative Frequency Valid Male Female Total 140 110 250 Percent 56.0 44.0 100.0 Valid Percent 56.0 44.0 100.0 Percent 56.0 100.0

Interpretation: The above graph shows that, 56% of respondents are male and remaining 44% are female.

occupation
Occupation Cumulative Frequency Valid Student Business Other employees housewife Total 188 30 2 9 21 250 Percent 75.2 12.0 .8 3.6 8.4 100.0 Valid Percent 75.2 12.0 .8 3.6 8.4 100.0 Percent 75.2 87.2 88.0 91.6 100.0

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Interpretation: The above graph shows that, in profession 75.2 percent people are students and 12 percent people are businessmen.

Like to softdrinks
Liketodrink Cumulative Frequency Valid yes no Total 209 41 250 Percent 83.6 16.4 100.0 Valid Percent 83.6 16.4 100.0 Percent 83.6 100.0

Interpretation: it indicates that the approx more than 80% people like to drink softdrinks and rest of peple do not like to softdrinks

Favourate brands
Favouratebrand Cumulative Frequency Valid thums up Sprite Other Cocacola Pepsi Total 60 49 55 59 27 250 Percent 24.0 19.6 22.0 23.6 10.8 100.0 Valid Percent 24.0 19.6 22.0 23.6 10.8 100.0 Percent 24.0 43.6 65.6 89.2 100.0

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Interpretation: the graph shows that the percentage of thus up, coca cola, sprite and others are approx same there are nominal different in the percentage

opininon
Opinion Cumulative Frequency Valid Excellent Fair Good Poor Total 97 56 83 14 250 Percent 38.8 22.4 33.2 5.6 100.0 Valid Percent 38.8 22.4 33.2 5.6 100.0 Percent 38.8 61.2 94.4 100.0

Interpretation: the graph shows that the 38.8% people feel excellent of its softdrinks brand.and 5.6% people feel poor of its softdrinks brand.

favourates softdrinks
Favouratesoftdrinks Cumulative Frequency Valid Thumsup Sprite Other Cocacola Pepsi Total 42 66 43 65 34 250 Percent 16.8 26.4 17.2 26.0 13.6 100.0 Valid Percent 16.8 26.4 17.2 26.0 13.6 100.0 Percent 16.8 43.2 60.4 86.4 100.0

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Interpretation: the grpah shows that approx 42% of people favourate brands are sprite and cocacola and the percentage of pepst is 13.6% which is lowest

Alternative choice
Alternativechoice

Cumulative Frequency Valid thums up Sprite Other cocacola Pepsi Total 49 60 52 53 36 250 Percent 19.6 24.0 20.8 21.2 14.4 100.0 Valid Percent 19.6 24.0 20.8 21.2 14.4 100.0 Percent 19.6 43.6 64.4 85.6 100.0

Interpretation: The grpah shows that approx 43% of people favourate brands are sprite and cocacola and the percentage of pepst is 14.4% which is lowest

Consume
Consume Cumulative Frequency Valid <3 4-6 7-9 10-12 >12 Total 56 81 71 29 13 250 Percent 22.4 32.4 28.4 11.6 5.2 100.0 Valid Percent 22.4 32.4 28.4 11.6 5.2 100.0 Percent 22.4 54.8 83.2 94.8 100.0

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Interpretation: The graph shows that 32.4 people consume 4-6 times in a weak and 28.4% people consume 7-9 times in a weak

When consume
Whenconsume Cumulative Frequency Valid with food after meals while travelling after playing in a party to quench the thirst while smoking during the meeting Other Total 36 49 56 45 29 13 9 6 7 250 Percent 14.4 19.6 22.4 18.0 11.6 5.2 3.6 2.4 2.8 100.0 Valid Percent 14.4 19.6 22.4 18.0 11.6 5.2 3.6 2.4 2.8 100.0 Percent 14.4 34.0 56.4 74.4 86.0 91.2 94.8 97.2 100.0

Interpretation: the graph shows that 22.4% people like to drinks a softdrinks while travelling and 19.6% people like to drinks a softdrinks after meals.

Pack size
packsize Cumulative Frequency Valid 250ml 500ml 1.5lt 2lt 117 41 57 35 Percent 46.8 16.4 22.8 14.0 Valid Percent 46.8 16.4 22.8 14.0 Percent 46.8 63.2 86.0 100.0

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packsize Cumulative Frequency Valid 250ml 500ml 1.5lt 2lt Total 117 41 57 35 250 Percent 46.8 16.4 22.8 14.0 100.0 Valid Percent 46.8 16.4 22.8 14.0 100.0 Percent 46.8 63.2 86.0 100.0

Interpretation: The graph shows that the highest percentage of people like to drinks 250ml bottle and less people consume 2lt bottle.

Influences
Influences Cumulative Frequency Valid t.v news paper wall painting Hording Total 124 38 63 25 250 Percent 49.6 15.2 25.2 10.0 100.0 Valid Percent 49.6 15.2 25.2 10.0 100.0 Percent 49.6 64.8 90.0 100.0

Interpretation: The graph shows that maximum 50% of people influence through television and less people influence through hording.

Chi-square

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(1) Age and price

age * price Crosstabulation Price Worst age 12 to 17 18 to 25 >50 26 to 32 33 to 50 Total 1 20 1 4 1 27 bad 0 19 0 6 0 25 average 3 68 1 23 7 102 Good 2 41 0 12 2 57 excellent 2 29 0 7 1 39 Total 8 177 2 52 11 250

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio 9.460
a

df 16 16 1

sided) .893 .821 .770

10.812

Linear-by-Linear Association .086 N of Valid Cases 250

a. 15 cells (60.0%) have expected count less than 5. The minimum expected count is .20.

24

Interpretation: From the above Chi-square table we have conclude that there is no significance relation price
and consumer perception towards softdrinks because here significant value is greater than 0.05.

25

(2) gender * price

Crosstab price worst Gender Male Female Total 17 10 27 bad 13 12 25 average 47 55 102 good 35 22 57 excellent 28 11 39 Total 140 110 250

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio 9.393 9.551
a

df 4 4 1

sided) .052 .049 .164

Linear-by-Linear Association 1.937 N of Valid Cases 250

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 11.00.

26

Interpretation: From the above Chi-square table we have conclude that there is significance relation price and consumer perception towards softdrinks because here significant value is greater than 0.05.

27

(3) gender * brand

Crosstab brand worst Gender Male Female Total 3 1 4 bad 12 6 18 average 31 23 54 good 52 47 99 excellent 41 33 74 6 1 0 1 Total 140 110 250

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio 2.742 3.172
a

df 5 5 1

sided) .740 .674 .401

Linear-by-Linear Association .706 N of Valid Cases 250

a. 4 cells (33.3%) have expected count less than 5. The minimum expected count is .44.

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Interpretation: From the above Chi-square table we have conclude that there is no significance relation brand

and consumer perception towards softdrinks because here significant value is greater than 0.05.

29

(4) gender * thirst

Crosstab thirst worst Gender Male Female Total 4 4 8 bad 23 14 37 average 34 27 61 good 47 41 88 excellent 32 24 56 Total 140 110 250

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio .958 .964
a

df 4 4 1

sided) .916 .915 .786

Linear-by-Linear Association .074 N of Valid Cases 250

a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is 3.52.

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Interpretation: From the above Chi-square table we have conclude that there is no significance relation thirst and consumer perception towards softdrinks because here significant value is greater than 0.05.

31

(5) opinion * price

Crosstab price worst Opinion excellent Fair Good Poor Total 11 5 9 2 27 bad 5 11 9 0 25 average 31 23 41 7 102 good 29 11 12 5 57 excellent 21 6 12 0 39 Total 97 56 83 14 250

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio 24.293 27.159
a

df 12 12 1

sided) .019 .007 .042

Linear-by-Linear Association 4.145 N of Valid Cases 250

a. 4 cells (20.0%) have expected count less than 5. The minimum expected count is 1.40.

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Interpretation: From the above Chi-square table we have conclude that there is significance relation price and

consumer perception towards softdrinks because here significant value is greater than 0.05.

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(6) consume * brand

Crosstab Brand worst consume <3 4-6 7-9 10-12 >12 Total 2 1 1 0 0 4 bad 4 7 6 0 1 18 average 11 21 11 6 5 54 good 18 32 30 15 4 99 excellent 21 20 22 8 3 74 6 0 0 1 0 0 1 Total 56 81 71 29 13 250

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio 15.225 17.320
a

df 20 20 1

sided) .763 .632 .742

Linear-by-Linear Association .108 N of Valid Cases 250

a. 15 cells (50.0%) have expected count less than 5. The minimum expected count is .05.

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Interpretation: From the above Chi-square table we have conclude that there is no significance relation brand

and consumer perception towards softdrinks because here significant value is greater than 0.05.

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Multivariate Tests

Multivariate Tests Effect Taste

Value Pillai's Trace Wilks' Lambda Hotelling's Trace Roy's Largest Root .110 .892 .118 .090 .317 .714 .359 .176 .255 .762 .289 .186

F 1.706 1.720 1.730 4.008 1.626 1.621 1.615 2.420 1.386 1.399 1.411 2.772
b b b

Hypothesis df 12.000 12.000 12.000 4.000 39.000 39.000 39.000 13.000 36.000 36.000 36.000 12.000

Error df 537.000 468.589 527.000 179.000 537.000 524.883 527.000 179.000 537.000 523.694 527.000 179.000

Sig. .062 .060 .057 .004 .011 .012 .012 .005 .070 .065 .060 .002

price * taste

Pillai's Trace Wilks' Lambda Hotelling's Trace Roy's Largest Root

price * brand

Pillai's Trace Wilks' Lambda Hotelling's Trace Roy's Largest Root

Multivariate Tests Effect

Value Pillai's Trace Wilks' Lambda Hotelling's Trace Roy's Largest Root .329 .703 .378 .201

F 1.622 1.624 1.626 2.646

b

Hypothesis df 39.000 39.000 39.000 13.000

Error df 513.000 501.193 503.000 171.000

Sig. .012 .011 .011 .002

size * endorsement

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Multivariate Tests Effect

Value Pillai's Trace Wilks' Lambda Hotelling's Trace Roy's Largest Root .329 .703 .378 .201

F 1.622 1.624 1.626 2.646

b

Hypothesis df 39.000 39.000 39.000 13.000

Error df 513.000 501.193 503.000 171.000

Sig. .012 .011 .011 .002

size * endorsement

Taste Interpretation: From the above multivariate table we have conclude that there is no significance relation taste and consumer perception towards softdrinks because here significant value is greater than 0.05.

Price*taste Interpretation: From the above multivariate table we have conclude that there is significance relation price-taste and consumer perception towards softdrinks because here significant value is less than 0.05.

Price*brand Interpretation: From the above multivariate table we have conclude that there is no significance relation price-brand and consumer perception towards softdrinks because here significant value is greater than 0.05.

Size*endorsement Interpretation: From the above multivariate table we have conclude that there is significance relation sizeendorecement and consumer perception towards softdrinks because here significant value is less than 0.05.

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Regression: liner analysis

b

ANOVA Model 1

Sum of Squares df Regression Residual Total 8.440 271.564 280.004 3 246 249

Mean Square 2.813 1.104

F 2.548

Sig. .056
a

a. Predictors: (Constant), occupation, gender, age b. Dependent Variable: taste

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Age Gender occupation B 4.416 -.161 -.256 .083 Std. Error .248 .087 .138 .071 -.152 -.120 .096 Coefficients Beta t 17.793 -1.853 -1.858 1.162 Sig. .000 .065 .064 .246

a. Dependent Variable: taste

ANOVA Model 1

Sum of Squares df Regression Residual Total 10.692 272.908 283.600 3 246 249

Mean Square 3.564 1.109

F 3.213

Sig. .024
a

a. Predictors: (Constant), occupation, gender, age b. Dependent Variable: flavour

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Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Age Gender occupation B 3.511 -.110 .055 .207 Std. Error .249 .087 .138 .072 -.103 .026 .236 Coefficients Beta t 14.113 -1.262 .402 2.885 Sig. .000 .208 .688 .004

a. Dependent Variable: flavour

ANOVA Model 1

Sum of Squares df Regression Residual Total 8.232 268.412 276.644 3 246 249

Mean Square 2.744 1.091

F 2.515

Sig. .059
a

a. Predictors: (Constant), occupation, gender, age b. Dependent Variable: brand

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Age Gender occupation B 4.209 -.236 .061 .105 Std. Error .247 .086 .137 .071 -.223 .029 .121 Coefficients Beta t 17.059 -2.725 .449 1.472 Sig. .000 .007 .654 .142

a. Dependent Variable: brand

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Chapter: 6 Findings
The above graph saws that approx 70% of people are between 18 to 25 and 20% people between 26 to 32 it indicates the young generation consume more softdrink than other age
The above graph shows that, 56% of respondents are male and remaining 44% are female.

The above graph shows that, in profession 75.2 percent people are students and 12 percent people are businessmen. It indicates that the approx more than 80% people like to drink softdrinks and rest of peple do not like to softdrinks The graph shows that the percentage of thus up, coca cola, sprite and others are approx same there are nominal different in the percentage. The graph shows that the 38.8% people feel excellent of its softdrinks brand.and 5.6% people feel poor of its softdrinks brand. The grpah shows that approx 42% of people favourate brands are sprite and cocacola and the percentage of pepst is 13.6% which is lowest The grpah shows that approx 43% of people favourate brands are sprite and cocacola and the percentage of pepst is 14.4% which is lowest. The graph shows that 32.4 people consume 4-6 times in a weak and 28.4% people consume 7-9 times in a weak The graph shows that 22.4% people like to drinks a softdrinks while travelling and 19.6% people like to drinks a softdrinks after meals.
The graph shows that the highest percentage of people like to drinks 250ml bottle and less people

consume 2lt bottle. The graph shows that maximum 50% of people influence through television and less people influence through hording.

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Chapter: 7 Suggestions
The following suggestions are made to the company increase Companys brand image and market share.

In season there is more demand for softdrinks. The company can increase its market for sales of small size bottle introducing 200ml and 300ml bottle. The company can introduce soft drinks in various fruit flavors. The company take necessary actions for making its products available in remote areas too. The company should give more preference to hygienic factors and overcome rusty crowns and faded labeling

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Chapter: 8 CONCLUSION

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Chapter: 9 BIBLIOGRAPHIES

WEBSITES www.google.com www.scribed.com www.wikipedia.com

BOOKS AND MAGAZINES Marketing Management - Philip Kotler

1. Kotler philip, Marketing Management New Delhi, Prentice hall of India, 2003 2. Kothari C.R, Research Methodology New Delhi, vishwa Prakash, 2003 3. Marketing research by Naresh R. Malhotra

(4th edition)

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CHAPTER-10 ANNEXURE
Dear sir/madam, As a student of V.M.Patel Institute of management, I am conducting a research on consumer perception towards soft drinks which is a part of our curriculum activity. So Please do cooperate by giving fair and true feedback 1) Name: __________________

2) Age: 12 to 17 18 to 25 >50

26 to 32 33 to 50

3) Gender: Male Female

4) Occupation: Student Business Other employees housewife

______________

5) Do you like to drink soft drinks?

Yes

NO

6) Which is your favourite brand in soft drinks? Thums up Sprite cocacola pepsi

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Other(specify) : ____________

7) What is your opinion of your favourite brands? Excellent Fair

good poor

8) Suppose your favourite brand is not available in the shop. what is your alternative choice? Thums up Sprite

cocacola pepsi

Other: ____________

9)How many time do you consume soft drinks in a week?

<3

46

79

10 12

>12

10) When do generally consume soft drinks? (please select as many as applicable)

With food After meals While travelling After playing Ina party To quench the thirst While smoking During meetings Other ________________

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11) Which pack size you generally prefer: a) 250ml b) 500ml

c) 1.5lt d) 2lt

12)

Sources of awareness is: a) b) T.V News Paper

c) Wall Painting d) Hording

13)

Rank the following attributes in the order of importance for buying a soft drink.

No. Parameters 1 2 3 4 5 6 7 8 9 10 Price Taste Flavour (cola, lime, mango, orange, etc.) Availability Thirst Quenching Brand Fizz Size of the bottle Shape & design of bottle (bottle, Tetra-pack, Teen, etc) Star Endorsement

Worst

Bad

Average Good

Excellent

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