S.K.

School Of Business Management,Patan

A
Presentation
Of
Research Report on
“A Study on Consumer Behavior for Pepsi at Harij and
Palanpur City”
Presented By:
Presented To: Name Roll No.
Dr. C.P Thakor Manisha Thakkar 45
Asst. Prof.S.K.S.B.M,Patan Dhaval s desai 09
Nikunj Pankhaniya 34
Reshma Rabari 41
 Introduction
 HISTORY OF BEVERAGES INDUSTRY
 Fastest Growing Segment Of The Beverage Industry In The Use, Over Us$ 1
Billion (IRI Data ) Of The Us$60 Billion Soft Drink Industry.
 The Category Has Emerged Since 1997 – Grew From Us$100 Million Two Years
Later.
 Market Growing At 30% Per Year Right Now.
 Future Of The Market Is Seen As Replacing Other Caffeine Delivery Categories
(Coffee Declining).
 MAJOR PLAYER
 Market share
 About the company
 History of the PepsiCo
 Pepsi co brand are available in 200 countries.
 Some of the Pepsi co brands names are more than 100 year old but the
corporation is relative young.
 Pepsi co was founded in 1965.
 Pepsi and coca cola merge with each other and the name of the product is Pepsi
cola. Pepsi co merged with the quaker oats company in 2001.
 Pepsi is a world leader in convenient snacks, foods and beverages.
 Revenue is more than 39 billion dollars and over 1,85,000 employees.
 Pepsi co international includes in the united kingdom,
Europe, Africa middle east and Asia.
 Literature Review
 Rajasekaran, (1991) in his study entitled, “consumer behaviour - A study
conducted with reference to soft drinks” sponsored by Madurai soft drinks pvt.
Ltd., Madurai, revealed the buying pattern of soft drinks by the consumer and
the factors influencing his preference. The study revealed that the middle income
group provided the most promissory market. What the group really expected was
refreshment and social value
 Murugesan, (1990) in his dissertation, “A study of consumer behaviour towards
soft drinks in Madurai city” revealed that the 76.35 per cent of the consumer
bought soft drinks only because they were satisfied with the quality. Only
meagre 2.65 percent of the consumer bought them because of cheaper price.
Beside 51.72 per cent of the consumer changed their brands occasionally and
48.28 per cent changed their preference frequently.
 Theoretical Background
 What is consumer?
 A consumer is a person or a group who intends to order, orders, or uses
purchased goods, products, or services primarily for personal, social,
family, household and similar needs, not directly related to
entrepreneurial or business activities.
 Need of study for consumer behavior?
 The study of consumer behaviour helps everybody as all are consumers.
It is essential for marketers to understand consumers to survive and
succeed in this competitive marketing environment. The following
reasons highlight the importance of studying consumer behavior as a
discipline.

 Research Methodology
 RESEARCH DESIGN:-
1. Descriptive research aims to accurately and systematically describe a population
situation or phenomenon...
2. Descriptive research design can use a wide variety of quantitative and qualitative
methods to investigate one or more variables.
3. Descriptive research design is use based on identify variable of study.
 PROBLEM STATEMENT:
 ALMOST EVERYONE LIKES SOFT DRINK LIKE PEPSI, BUT MAIN PROBLEM
WE HAVE FACED IS THAT NOT EVERY AGE GROUP DRINKING PEPSI SOFT
DRINK SO THE REVIEWS OR SUGGESTION AND THEIR STATEMENT IS
GIVEN BY THE YOUNGSTERS AGE GROUP
 NEED AND IMPORTANCE OF STUDY
1. We find need of pepsi soft drink in market
2. We find all the types of objective need by consumer in pepsi soft drink
3. We proposed that consumer behavior studies plays an important role in deciding
marketing segments and marketing strategies.
 RESEARCH OBJECTIVE:
1. To study the consumer behavior of towards pepsi soft drink in palanpur and harij city
2.  To know about the brand preference regarding pepsi soft drink.
3. To know the factors that influence decision regarding selection of pepsi soft drink.
 
 
 HYPOTHESES
1. H0 : There is no significance difference between gender and buying decision.
2. H0 : There is no significance difference between age and preference for pepsi soft drink
 Data collection
Primary data
Observation,
Survey
Questionnaire
 Sample size
Here, we are selected 20 sample from harij & 20 sample from palanpur.
 Research instrument
We prepare structured and non disguised questionnaire for collecting the data from
respondents.
 TOOLS AND METHOD OF DATA ANALYSIS:
Frequency
Cross Tabulation
Annova
 LIMITATION OF THE STUDY
Time factor :Our research project done from february 1st 2020 to 31st march 2020

Resource factor : Our research project 40 respondents selected which cannot describe the
whole population
 
Geographical constrain : Here we selected only palanpur and harij only city for our research
project.
 Data analysis
 Table 5.1.1 Gender Frequency
GENDER FREQUENCY DISTRIBUTION:-   Frequency Percent Valid Percent Cumulative
Percent

1=male 24 60.0 60.0 60.0

Valid 2=female 16 40.0 40.0 100.0

 
Total 40 100.0 100.0

Interpretation: - from above table 5.1 and

graph shows that male respondents are
more than the female respondents. There is
60% of male respondents and, 40% of
female respondents that shows that
consumption of pepsi in male are more
than female.
  Table 5.3 Gender Frequency
AGE FREQUENCY DISTRIBUTION   Frequenc Percent Valid Percent Cumulative
y Percent
  1=below
4 10.0 10.0 10.0
16
2=16 to 20 7 17.5 17.5 27.5
3=21 to 30 19 47.5 47.5 75.0
Valid
4= 31 to 40 7 17.5 17.5 92.5
5=ABOVE
3 7.5 7.5 100.0
41
Total 40 100.0 100.0  

Interpretation: from above table 5.3 and graph,5.4

shows that group of age 21 to 30 is more than other age
group that is 47% that means young age people buy more
Pepsi soft drink.
OCCUPATION FREQUENCY DISTRIBUTION Frequency Percent Valid Percent Cumulative Percent

1=Businessman 4 10.0 10.0 10.0

2=Student 23 57.5 57.5 67.5

3=Service 8 20.0 20.0 87.5

4=Profession 1 2.5 2.5 90.0

6=House Wife 4 10.0 10.0 100.0

Total 40 100.0 100.0

Interpretation: the above table 5.5 and

graph 5.6 shows that the student’s respondents
are more than any other that is 57.5% and
lowest respondents in the profession that is
only 1%.`so students consume more Pepsi
than others.
EDUCATION FREQUENCY DISTRIBUTION  5.7 Education FREQUENCY:-
  Freque Perce Valid Cumulative
ncy nt Percent Percent

1=Below
6 15.0 15.0 15.0
SSC
2=SSC 5 12.5 12.5 27.5
3=HSC 6 15.0 15.0 42.5
Valid 4=Graduate 19 47.5 47.5 90.0
5=Post
4 10.0 10.0 100.0
Graduate

Total 40 100.0 100.0  

Interpretation :- above table 5.4 shows that

graduate respondents are more than any others. That
is 47.5% and respondent who is post graduate is
only 10%.

 
  5.9 CITY FREQUENCY
CITY FREQUENCY DISTRIBUTION   Frequen Percent Valid Cumulativ
cy Percent e Percent

1=Palan
20 50.0 50.0 50.0
pur
Valid
2=Harij 20 50.0 50.0 100.0

 
Total 40 100.0 100.0

Interpretation: - the above table 5.5 and graph shows

that there 50% respondents are from Palanpur and there is
50% respondents are from harij.

 
HAVE YOU CONSUMED PEPSI?
   5.11 Have You Consumed Pepsi?

  Frequ Percen Valid Cumulative

ency t Percent Percent

Valid 1=Yes 40 100.0 100.0 100.0

Interpretation:- above table

5.6 and graph that 100%
respondents are consume Pepsi
soft drink.
HOW OFTEN DO YOU USE COLD DRINKS WITHIN A MONTH?
  Frequency Percent Valid Percent Cumulative
Percent

1=1 to 3 times 19 47.5 47.5 47.5

2= 4 to 7 times 17 42.5 42.5 90.0
Vali 3= 8 to 11 times 3 7.5 7.5 97.5
d 4= 12 to above
1 2.5 2.5 100.0
times
Total 40 100.0 100.0  

Interpretation: - above table and graph shows that

most of people drink Pepsi 1 to 3 times in month and
very people drink Pepsi more than 4 times.
 
WHY DO YOU SELECT PEPSI PRODUCT?

  Freque Percent Valid Cumula

ncy Percent tive
Percent
1=low price 5 12.5 12.5 12.5
2=good
28 70.0 70.0 82.5
quality / test

3=convenient
Valid 5 12.5 12.5 95.0
quantity

4=convenient
2 5.0 5.0 100.0
availability

Total 40 100.0 100.0  

Interpretation: - above table and graph shows that 70%

respondents select Pepsi because of good quality and test.
 
PROMOTIONAL SCHEMES AFFECT MOST IN YOUR BUYING DECISION?
  Frequen Percent Valid Cumulativ
cy Percent e Percent
1= X %Quantity
15 37.5 37.5 37.5
Extra
2= X items free
with purchase of 12 30.0 30.0 67.5
pepsi bottle
Valid 3= Rs X discount
on popular music 10 25.0 25.0 92.5
concert
4=Submission of
3 7.5 7.5 100.0
special wrapper
Total 40 100.0 100.0  

Interpretation:- above table

and graph shows that x%
quantity extra scheme affect
most in buying decision
WHERE DO YOU MOST LIKELY TO DRINK COLD DRINKS?
  Frequen Percent Valid Cumulativ
cy Percent e Percent
1=In any retail
2 5.0 5.0 5.0
shop
2=in restaurant
9 22.5 22.5 27.5
and bar
Valid 3=At Home 9 22.5 22.5 50.0
4=On the street
3 7.5 7.5 57.5
side
5=Any where 17 42.5 42.5 100.0
Total 40 100.0 100.0  

Interpretation: - above table

and graphs shows that most of
people likely to drink cold
drink. at anywhere .less people
prefer to drink it on street as
well.
 
  Cross Tabulation Analysis
  Age Total
1=belo 2=16 3=21 to 4= 31 to 5=ABO
w 16 to 20 30 40 VE 41

Count 3 6 11 2 2 24
1=mal
e % of 60.0
7.5% 15.0% 27.5% 5.0% 5.0%
Total %
Gender
Interpretation: above gender and age cross tabulation Count 1 1 8 5 1 16
represent, 2=fem
ale % of 40.0
 27.5% male in the age group 21 to 30 years. Total
2.5% 2.5% 20.0% 12.5% 2.5%
%
 20% female in 21 to 30 years age group. Count 4 7 19 7 3 40
 5% male in the both 31 to 40 years and above 41 years.
Total
 2.5% female in age group below 16 years, 16 to 20years and % of
10.0% 17.5% 47.5% 17.5% 7.5%
100.0
Total %
above 41 years

 
   Education Total
1=Belo 2=SS 3=HSC 4=Graduat 5=Post
w SSC C e Graduate
1=below Count 4 0 0 0 0 4
16 % of Total 10.0% 0.0% 0.0% 0.0% 0.0% 10.0%
2=16 to Count 1 3 3 0 0 7
20 % of Total 2.5% 7.5% 7.5% 0.0% 0.0% 17.5%
3=21 to Count 0 1 1 15 2 19
age
30 % of Total 0.0% 2.5% 2.5% 37.5% 5.0% 47.5%
Interpretation: above education and age 4= 31 to Count 1 0 2 2 2 7
cross tabulation represent. 40 % of Total 2.5% 0.0% 5.0% 5.0% 5.0% 17.5%
 10% respondents from the below 16 age. 5=ABOV Count 0 1 0 2 0 3
 From age group 16 to 20, there is equal E 41 % of Total 0.0% 2.5% 0.0% 5.0% 0.0% 7.5%
Count 6 5 6 19 4 40
respondents , 7.5% from both SSC and HSC. Total 100.0
 From the age group 21 to 30, 37.5% % of Total 15.0% 12.5% 15.0% 47.5% 10.0%
%
respondents are graduate.
 From 31 to 40 age group, 5% respondents are
HSC pass , graduate and post graduate.
 Above 41 age group,5% respondents are
graduate.
 
 . 5.3.3 Gender * Promotional schemes affect most in your buying decision? Cross tabulation

  Promotional schemes affect most in your bung Total

Hypothesis Testing 1= X
decision?
2= X items 3= Rs X 4=Submiss
  %Quantity free with discount on ion of
Extra purchase of popular special
H0: there is no significance difference Pepsi bottle music wrapper
concert
between Gender and buying decision.
Count 11 6 5 2 24
1=male
% of Total 27.5% 15.0% 12.5% 5.0% 60.0%
Gender
H1: there is no significance difference 2=femal Count 4 6 5 1 16
e % of Total 10.0% 15.0% 12.5% 2.5% 40.0%
between Gender and buying decision. Count 15 12 10 3 40

 
Interpretation: - above 5.3.3. gender and promotional schemes affection in buying decision cross tabulation represent,

 27.5% male respondent affect by x% quantity extra in buying decision

 5% male respondents affect by submission of special wrapper in buying decision.

 15% respondents female affect by X items free with purchase of pepsi bottle

 2.5% female respondents affect by submission of special wrapper in buying decision

 5.3.4 Chi-Square Tests

  Value df Asymp. Sig. (2-

sided)

Interpretation: - above table Pearson Chi-

Pearson Chi-Square 2.083a 3 .555
Square represent P value 0.555 which is more Likelihood Ratio 2.126 3 .547

than 0.05 significance level so h0 is accepted.

Linear-by-Linear Association .743 1 .389
So, there is significance difference between
   
age and preference for Pepsi soft drink N of Valid Cases 40

a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is 1.20.
 
so, there is a significance difference between
gender and promotional scheme.

 
 Findings
 
•from this research , we found that ,the users of pepsi in the various categories like age group,
gender and education.

•60% male respondents and 40% female respondents are consuming pepsi.

•47.5% respondents age is between 21-30 and only 7.5 respondents age is above 41

•57.5% respondents are students and 2.5% are in profession

•47.5% graduate and only 10% post graduate people consuming pepsi.
 Suggestion
 
•pepsi should change the shape of bottle.
 
•it is quite easy if they also make packaging like small quantity pouch
 
•itis suggested to device modern marketing concepts which will focus the customers‟
expectations.
 
•Itis also suggested that producers of soft drinks products should pay more attention to
promotional activities that will create awareness with regard to the nutritional value of different
varieties of soft drinks.
 
•the soft drinks may be suffering from kidney failures, obesity, Diabetes, teeth and bone
damage and reproduction 277 problems etc. Hence, suggested to keep these health problems in
their mind at the time of production of soft drinks.