Consumer Behaviour

Consumer Behaviour
CHAPTER - I
INTRODUCTION
PART - A : ABOUT INDUSTRY BRIEF HISTORY : As the 21st century is fast approaching, marketing is becoming more attractive at the company, state, national and international levels. In the early days there was no difference between selling and marketing. But today the difference between these two terms has been clearly made. Many organizations have involved in developing marketing activities to satisfy the needs and wants of a group of customers. With the development of new markets and new avenues of selling, a wide variety of consumer and producer goods has been designed and developed and for many the marketing has become good profession. The developing nations are giving much importance for marketing to develop their internal and external markets. Water is one of the important substances for human body. Due to increasing pollution the environment water which we take is polluted and for many years various techniques were used to control
GOVERNMENT FIRST GRADE COLLEGE, KGF
Consumer Behaviour the contamination in water. At one time boiling was considered as a safe method to kill germs and viruses. There is always a danger for contamination during subsequent cooling, storage and handling of water and boiling is a fine consuming process. Then ceramic candles were used for filtration and these remove invisible dirt particles. They filter bacteria and do not destroy them. Then comes chemical treatment, which involves injection of chlorine, mining chemicals, etc. chloric needs with mixing chemicals etc. Chlorine reacts with organic matter in water to form a compound; scientific findings proved that it would produce cancer. After a watch of all these happenings many companies eyes fall on these areas to produce products which would give a pure drinking water free from bacteria and viruses. The market for water servicing gadgets has been shaped by technological studies in level of safety, cost of convenience the three basic parameters used to bait the consumer.
Consumer Behaviour At one time, the urban housewife saw the age old ceramic candle stick water filter as her only option. First, the liquid had to be boiled to kill bacteria, and then filtered through the cylindrical tower to eliminate suspended particles. In the mid 80s resin technology had arrived. Products based on this care primarily in two forms, one tap attachments, such as ion exchangers, zero B, which could filter water straight out of the spout (benefit : greater convenience), and two resin based cylinders, such as singers Aquarius (launched early this year) and zero Bs equivalent. In advancement over their candle stick rivals, resin
products offered to kill bacteria and thus turn boiling redundant. Towards the late 1980s, ultra-violet (UV) purifiers entered the arena, led by the Eureka Forbes Aquaguard. Though it needed
electricity, this product was more than just a filter. In addition to basic filtration, it used light rays to inactivate germs. The UV
purifiers eliminated the burden of changing resin cartridges and could be attached to a tap or water cooler for an almost continues water flow.
Consumer Behaviour Backed by heavy advertising and Eureka Forbes legendary direct selling strength, Aquaguard stored into both offices and up market homes across the country. Today Aquaguard is priced at Rs. 5,290, about twice as high as the most effective cylindrical task filters.
About Bottling : One of their great strengths is our ability to conduct business on a worldwide scale while maintaining a local approach. At the heart of this approach is their bottling system.
Before any one of their nearly 300 brands is consumed by anybody around the world, it has to be produced, packaged and distributed. Since they reach six billion consumers in nearly 200 countries, their bottling system has to be the best.
Their
bottling
partners
are
local
companies
some
independently owned, some partially owned by The Coca-Cola Company - so they are rooted in their communities, thinking and acting locally. They are employers, purchasers of local goods and services, good neighbors, and, of course, producers of the world's
Consumer Behaviour most popular beverages. It's a big job, and sometimes it's done quite creatively. In Indonesia, for instance, boats transport Coca-Cola and our other brands between the many hundreds of islands that make up that nation. In the Amazon, where the main road is often the river itself, water-borne distribution is also common. In some of the higher elevations of the Andes, Coca-Cola is sometimes transported by fourlegged power. Across much of Africa, bottlers deliver to thousands of family-run kiosks and home-based stores on which local economies depend.
History of Bottling : Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. 1894 A modest start for a bold idea : In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a
Consumer Behaviour common glass bottle called a Hutchinson. Biedenharn sent a case to As a Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that CocaCola be bottled, but Candler focused on fountain sales. 1899 The first bottling agreement : Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture. 1900-1909 Rapid growth : The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned
businesses. Some were open only during hot-weather months when demand was high.
Consumer Behaviour
1916 Birth of the Contour Bottle : Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval. The Contour Bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world even in the dark! 1920s Bottling overtakes fountain sales : As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S their ideas and zeal fueled steady growth. Sixbottle cartons were a huge hit starting in 1923. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. 1920s and '30s International expansion : Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish
Consumer Behaviour bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries. 1940s Post-war growth : During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business. 1950s Packaging innovations : For the first time, consumers had choices of Coca-Cola package size and type of the traditional 6.5ounce Contour Bottle, or larger servings including 10, 12 and 26ounce versions. Cans were also introduced, becoming generally available in 1960. 1960s New brands introduced : Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello Yello were added in the 1970s. The 1980s brought diet Coke and Cherry Coke, followed by
Consumer Behaviour Powerade and Fruitopia in the 1990s. Today scores of other brands are offered to meet consumer preferences in local markets around the world. 1970s and '80s Consolidation to serve customers : As technology led to a global economy, retail customers of The Coca-Cola Company merged and evolved into international megachains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers. 1990s New and growing markets : Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern
Europe. As the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.
Consumer Behaviour
21st Century Think local, act local : The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as consumers seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows Introduction to Cool drinks : Basically cool drinks business is a two way business, because when a consumer buys a soap or a cigarette that ends the marketing story, but cool drinks have to be collected back i.e., bottles. Cool drinks, being a seasonal product sell shortly, just six months in a year. If a brand is weak on a certain day, the effect on sales of that particular brand will be shown within next 24 hours. The summertime marketing mania : Every year when summer comes with vengeance, marketers of summer products go berserk. This year, the presence of multinational biggies added to the action. Not to be outdone by Pepsis strategy can mania, arch-rival coca-cola, which is promoting its orange drink Fanta,
10
Consumer Behaviour staged a number of road shows in Mumbai. The Fanta road shows involved an entourage of music-blasting vehicles stopping at select sites in Mumbai and inviting youngsters to have fun with cool rapping and dancing along with a professional dance troupe. In March, in Chennai, it tied up with the RPG group to launch the Canada Dry hunt. Participants had cars and were given pagers on which clues would be sent.
Much of the summer marketing craze is restricted to marketers of so-called summer products-soft (cool) drinks, ice-creams and other beverages. Yet others got a rub-off on their sales. Pepsi, for instance, tide up with leading ice-cream parlours, departmental stores and restaurants where customers were offered free cans if they spent more than a specified amount on purchases. Says a Pepsi official; The idea was to generate fun and excitement around Pepsi cans at the right places.
Not surprisingly, most summer marketers keep their focus sharply on youngsters while planning events. Their prime target is the 13-25 age group, which is dominated by students who have long summer vacationsholidays when well heeled urban kids like to hang out at their favorite ice-cream parlour, music shopper pizza joint. Pepsi flagged off its Cool Cool Summer with rip-off ad in a leading newspaper. The coupon got
11
Consumer Behaviour customers a can for Rs.7, instead of Rs.15, and the youngsters came in droves-Pepsi says it redeemed over 100,000 coupons in Mumbai alone.
Rival Coca-Cola, which is focusing on Fanta this summer, calls it programme the Electric Fanta Vacation and kicked it off with a Fanta Film Festival in Mumbai. It wants to support the green generation and have a pledge to grow more trees and save the earth.
In fact, good intentions are part of summer marketers briefs this year. Schweppes launched a scheme where it encouraged people to donate an orange for orphanages around Chennai and get a bottle of crush free. In the capital, it encouraged people to exercise their franchise. But cut through the clutter and the message is clear, summer may be the cruelest season, but it is good time to push your brand.
Break up of cost per bottle : Typically a bottle costs between Rs.3.5 to Rs.4 and its life is estimated at between 30 and 40 refills. The velocity with which the bottle circulates is often the key to profits. In other words, on an investment of Rs.3.50 to 4 in the packing, a bottle can register sales of any where between Rs.24 to Rs.26 a years.
12
Consumer Behaviour
Though the perception of the average consumer as hefty price paid for little value, the break-up of costs shows otherwise; sugar 15 Ps, cost of bottle 10 Ps, chemical and water 10Ps concentrates 20 Ps, manufacturing expenses and depreciation 10 Ps, transport 10 Ps, Excise duty, sales tax and other tax 90 Ps. This adds up to 162 Ps and against this the net realization per bottle is in the region of Rs.1.80 per bottle. The surplus left is not considered adequate enough to provide for a reasonable return of investment, modernization of facilities and expansion.
A note on history of cool drinks : Basically there are four types of bottled cool drinks which are Cola, Lemon based, Orange based and Clear Drinks. The history of cool drinks can be traced way back to the 1970s. Coke was the first bottle cool drink in India. It was very popular till it left in 1977 when the Janata Government came to power in India. Just after coke left, the Parles came into the market and bottled their product in the same plant. Parle products are Thums Up, Gold Spot, Limca, Maaza and Citra.
13
Consumer Behaviour Subsequently Campa Cola was introduced in 1987 to the market with Torino, the former being bottled by the Khodays the close competitor to Parles being the Pepsi Foods Ltd., of Delhi which came to the market in 1990. Their products are Lehar Pepsi, Lehar 7up, Lehar Miranda, Lehar Slica and Soda.
The other leading bottled cool drinks through not aerated is Bejois being the product of Jagadales which is strong competitor to the parles product Maaza (non aerated).
GROWTH AND PROSPECTS : The Indian cool (soft) drinks market : Winters are an unlikely time for cola wars. But the tom-terms appear to have been hauled out early this season, as both Coca-cola India and Pepsi Foods India launched high decibel promotions aimed at increasing the visibility of their respective brands. Pepsis pesky punch line however is the least of Coca-colas woes. For, two years after it returned to the country and bought up Parles business, including the Thums Up, Gold Spot and Citra brands for Rs. 150 Crores the Companys overall market share has dropped from 60% to 56%. Cocacola loss ads proved to be Pepsis gain, whose brands improved from
14
Consumer Behaviour 30% to 41% in the same period. Coca-cola problems dont end there. In the cola segment, which constitutes more than half the total soft drinks market-Pepsi has dislodged Thums up from the top spot and now has a 40% market share. The former Parle brands still retain 30%, but flagship coke comes in a poor third, with only a 20% market share.
Other former Parle brands have also taken a beating. Cloudy lime drink Limca which commanded a 20% market share of total soft drinks market in 1993, has seen its market share drop to 16% today. And Gold Spot, though still the leader in the orange segment has lost mot of it fizz, with a mere 4.5% share of the soft drinks market, compared to around 9% in 1993.
According to study connected by a major Delhi-based advertising agency, Coca-cola spent Rs 26.99 crore on television spots in the first nine months of 1995. Of this, a whopping 81% was allocated to cake alone. Pepsi mean while spent a piffling Rs 6.68 crores on television ads during this period. On the countrys best marketing companies, Pepsi ranked 7th while coca-cola came in 13th position. All this may well have contributed to the change of guard at the helm of Coca-cola in July 95.
15
Consumer Behaviour Besides such promos, coca-cola is understood to have finalized plans to launch the real thing in cans. Priced at around Rs 15, the 330 ml cans are slated to hit the market by middle of the year.
The multinational is also negotiating with some of its international bottlers to invest in bottling and marketing operations in India.
Rival Pepsi isnt setting idle either. It has already set aside nearly Rs 8 crore for its advertising programme in the run-up to the during the world cup. While thats only a fraction of Coca-colas budget, a Pepsi spokesman contends that Large had spends do not necessarily mean a successful strategy. Certainly the success of its latest nothing official campaign clearly proves that assertion.
While both Coke and Pepsi slugged it out for larger shares of soft drinks market, the good news is that the market itself is growing pretty steadily. Per capita annual consumption of soft drinks has risen to 3.5 servings today, as against 3 servings in 1993 when coke was re-launched. At that time, the industry as a whole sold 120 million cases a year- a figure that grew to 140 cases by the end of 1995.
16
Consumer Behaviour Interestingly, even though soft drinks may have effectively turned into a two-player industry with brands belonging to Coca-cola and Pepsi accounting for a whooping 97% of the market, there are new comers thirsting for a larger piece of the action. For instance, Cadbury
Schweppes, whose crush orange drink was confined to Delhi and Mumbai until now, is hoping to expand its operation nationwide by summer. Though figures and strategies are being kept tightly under
wraps, one thing is clear: it will certainly add more fizz to the country already frothing soft drinks market.
17
Consumer Behaviour
PART B : ABOUT SUBJECT MEANING AND DEFINITIONS :
MARKETING : Marketing is so basic that it cannot be considered as a separate function. It is whole business seen from the point of view of its final result that is from the customers point of view business success is not determined by the producer but by the customer.
The above statement by Ducker clearly puts fourth the importance and insensibility of marketing in the overall functioning of the organization normally, marketing can be identified as the business function that identifies unfilled need and wants, defines and measures their magnitude, determine which target markets the organization can best serve, decide as appropriate product, services and programs to serve these markets and calls upon every one in the organization to. Think and serve the customer.
18
Consumer Behaviour Marketing is no longer the art of selling what you make, but what to make it has been rightly said that while great devices have been made in the marketing department.
To achieve the desired objectives in marketing a set of marketing tool are utilized by marketers, marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target markets. Marketing mix consists of everything the form can do to influence the demand for its product the many possibilities can be collected in to group of variables known as 4p s as proposed by M.C. Carty product, price, place and promotion.
CONSUMER BEHAVIOUR Introduction : Every marketing activity revolves around the customer. He is the focal point. In the early stages of economics evaluation, the customer had to accept what producer had produced. But today the consumer dictates terms to the manufacture to manufacture the products he wants. Consumers purchase a commodity dictated by their mental and economics forces. Mental forces create desires and wants and the
consumers feel that products offered by manufacturers can satisfy that
19
Consumer Behaviour want. Hence, he has to choose between the wants and select the products according to the priority of consumption.
To understand marketing, one must understand buyer behavior, for marketing success or failure depends on target consumers individual and group reaction expressed in the form of buying patterns. Therefore, in order to undertake the marketing program among different segments, the marketing management must find out as to, who influences the buying decision? Who makes the buying decision? Who makes the actual
purchase? And who ultimately use the product? It may be stated that in the process of buying different individuals may be influence the demand for its product, the many possibilities can be collected into group of variables know as the 4 P as proposed by M.C.Carty. Product, price, place and promotion. Involved or only one number may do all the four tasks, of the user of the product may be influence, decider, and the purchaser. Meaning : Consumer behavior is the process where by individual decide what, when, where, how and form whom to purchase goods and services.
20
Consumer Behaviour
Buyer behavior is defined as All psychological, social and physical behavior of potential customers as they become aware of evaluate purchase consume and tell other about products and services each element is important. 1. Buyer behavior involves both individual (Psychological) process and group (Social) processes; 2. Buyer behavior is reflected from awareness right through postpurchase; 3. Buyer behavior includes communication, purchasing and
consumption behavior. 4. Consumer behavior basically social in nature. Hence, social
environment plays an important role in shaping buyer behavior.
Thus, the chief characteristics of buyer behavior are: 1. It consists of the Mental and Physical activities which consumers undertake to acquire goods and services and obtain satisfaction from them. 2. It includes both observable physical activities, such as walking through the market to examine merchandise, and making a
21
Consumer Behaviour purchase and mental activities such as forming attitudes, perceiving advertising materials, and learning to prefer particular brands. 3. Consumer behavior is very complex and dynamic too- constantly changing therefore, management needs to adjust with the change, and otherwise market may be lost. 4. The individual specific behavior in the market place is affected by internal factors sue as needs, motives, perception and attitudes, as well as by external or environmental influences such as the family, social groups, culture, economic and business influences. To achieve a better understanding of the consumer behavior, study of those disciplines, which may provide some explanation as to why people behave as they do, is required, such disciplines are economics, sociology, psychology and anthropology.
Determinants of consumer behaviour : Buying behavior is a process; potential customers are subjected to various stimuli. The customer is regarded as a block box as we cannot see what is going on his mind. He responds to the stimuli or inputs and may purchase some product or service of interest to the marketing
22
Consumer Behaviour management. The model of buyer is a stimulus response model.
Response may be decision to purchase or not to purchase.
Under the systems view of buyer behavior, we have 1. Inputs, 2. Processing 3. Outputs 4. Feed-back loop The objective of the process is of course expected satisfaction or service. Inputs include buyer power, marketing mix and other factors. Buying power is the ability to participate in the exchange activity. Marketing mix is the marketing effort in product, price, promotion and distribution appeals. Promotion appeals are through advertising reference groups, and sales-promotion. Output are buyers attitudes, opinions, feelings, and preferences as affected by buying process and buyers actions such as patronage brand or store loyalty positive or negative influences upon other? Potential buyer purchasing responses are: choice of product, brand, dealer, quantities etc.,
23
Consumer Behaviour
Buying motive : A motive is a derive or an urge for which an individual seeks satisfaction through the purchase of the product. It can be classified in to four: 1. Emotional product motives 2. Rational product motives 3. Patronage emotional motives 4. Patronage rational motives External influences on consumer behaviour : External or inter personal influences on buyer behavior are: 1. Family 2. Reference group, 3. Social class; and 4. Culture.
1. Family :
Most consumers belong to family group. The family can exert considerable influence in shaping the pattern of consumption and indicating the decision-making roles. Personal values, attitudes and
buying habits have been shaped by family influences you can notice the
24
Consumer Behaviour brand used by a new housewife in kitchen are similar to those favored by her mother. The members of the family play different roles such as influence, decider, purchaser and user in the buying process, the housewife may act as a mediator of products that satisfy wants and desires of the children. 2. Reference group : The concept of reference group is borrowed from sociology and psychology, buyer behavior is influenced by the small groups to which the buyer belongs. Reference groups are the social, economic or
professional groups and buyer uses to evaluate his or here opinions and belies, buyers can get advice or guidance in his or here own thoughts and actions from such small groups. evaluation and attitude formation. 3. Social class : Sociology points out the relationship between social class and consumption patterns. As a predicator of consumption patterns, Reference group is useful self-
marketing management is familiar with social classes consumers buying behavior is determined by the social class to which they belong or to which they aspire rather than by their income alone. Broadly speaking, we have three distinct social classes; upper middle, and lower classes,
25
Consumer Behaviour consumer belonging to middle, usually stress rationality, exhibit greater sense of choice making, whereas consumers of lower class have essentially non-rational purchased and show limited sense of choice making. 4. Culture : Culture represents an overall all social heritages, a distinctive form of environmental adaptation by a whole society of people. It includes a set of learned belief, values, attitudes, morale, customs, habits and forms of behavior that are shared by a society and transmitted from generation to generation within that society. Culture influence is a for shaping both patterns of consumption and patterns for decision making from infancy.
26
Consumer Behaviour
CHAPTER - II RESEARCH DESIGN
TITLE OF THE STUDY : CONSUMER BEHAVIOUR TOWARDS COCA-COLA
DRINKS, A CASE STUDY CONDUCTED AT KOLAR DISTRICT.
STATEMENT OF THE PROBLEM : Cool drinks, being a seasonal summer product are sold strongly from February to August in a year. The problem being to find out brand preference and awareness among cool drinks available in the market the study also includes to analyze the reason why a particular brand will be preferred by consumers and which advertisements is more effective in selling a particular brand of cool drinks.
Purpose of the study : The study helps in the Coca-cola drinks to appreciate factors leading to consumer satisfaction the study helps to under stand the consumer attitude towards Coca-cola drinks.
27
Consumer Behaviour The study also helps Coca-cola drinks to obtain suggestions regarding product improvement and service. OBJECTIVES OF THE STUDY : 1. To determine the brand awareness of cool drinks among the consumers. 2. To determine the brand preference of cool drinks among the consumers. 3. 4. To understand the consumers attitudes with respect to cool drinks. To determine the effectiveness of advertisements in increasing demand of cool drinks. 5. To provide suggestions when ever found necessary.
Definitions of concepts used in the study :

a) Market :
It is the aggregate demand of the potential buyers for a product or services. It is on area for potential exchanges.
b) Brand :
A brand is name, term, symbol or design or a combination of them which is intended to identify the goods of services of one sellers or group of sellers and to differentiate them from those of competitors.
28
Consumer Behaviour
c) Cool Drink :
Sweet carbonated beverage, containing added flavour, permitted colour, permitted preservatives but contain no fruit juice.
d) Social Class :
The division of members of a society into a Hierarchy of distinct status classes so those members of each class have relative the same status and the members of all other classes have either more or less status.
e) Reference Groups :
Any person or group that serves as a point of comparison or reference group for an individual for informing either general or specific values, attitudes or behaviour.
SCOPE OF THE STUDY : This study covers the level of satisfaction relating to the taste, quality of the products, satisfaction regarding promotional strategies of cool drinks. The overall consumers opinion survey on cool drinks and is restricted to Kolar District only. The study is done to analyze the opinion of consumer towards the cool drinks. They survey was conducted from.
29
Consumer Behaviour REVIEW OF LITRATURE :
Title of the study. Background of the study. Chapter scheme. Research design. Analysis & interpretation of data. Findings. Recommendations. Certificates. Bibliography.
HYPOTHESIS : 1. Primary data : Observation method 2. Secondary data: Catalogs, Magazines, Journals, Past records of company.
OPERATIONAL DEFINITIONS OF CONCEPTS : Marketing Consumer behaviour
30
Consumer Behaviour
SAMPLING : 100 respondents outlets, located in different areas of Kolar District, were visited the distributors was interview. Personally and the researchers field the questionnaire. The distributor them selves filled some
questionnaires approximately 30 minutes were spent in filling one questionnaire. The fieldwork lasted for a period of three weeks. METHODOLOGY : The Methodology used in this study convenience sampling. The questionnaire consists of number of questions written in a definite order on a form. The questionnaire is given to the respondents who are
expected to read, understand and write down in the space meant for the purpose in the questionnaire itself. In this study questionnaire are
presented with exactly the same wording and in the same order to all the respondents. The study is random sampling where each and every item in the population has an equal chance of includes in the sample. The survey includes all kinds of age groups, professions, social classes etc., but according to the primary survey the more respondents are of 16-25 years. The survey conducted was for 60 members, but the number of respondents are 50 only. The remaining forms are rejected because of
31
Consumer Behaviour irrelevant answer. In this 28 belong to the age group of 16-25 years, 18 in the age group of 26-35 years, and 4 in the age group of 35 years and above. TYPES OF RESEARCH PLUS TOOLS FOR DATA COLLECTION : The tools used for the primary data collection is purely questionnaires. The secondary data is collected from books and
BUSINESS WORLD MAGAZINES. Survey : In this survey questionnaire forms were distributed to all kinds of people of different age group, of different professions major residential areas of Kolar District immediately the questionnaire forms were collected from the respondents. Sources of data : Data was collected based on two sources. Primary data
Secondary data
PLAN OF ANALYSIS : The data is collected through questionnaires with regard to the perception of respondents. The responders were analyzed quantitatively tabulating the responds of each factor under questionnaire system.
32
Consumer Behaviour
REFERENCE PERIOD : The reference period of this study was 30 days i.e., 1 month.
CHAPTER SCHEME : Chapter : 1 Introduction: It clearly shows the brief History and the Background Study of the Company. Chapter : 2 Research Design : It clearly specifies the need for the development of their own Brands of the company. Chapter : 3 Company Profile : It shows the detailed information of the company and its Business Operations. Chapter : 4 Data Analysis and Interpretation : It defines the survey conducted with Graphical Representation of Company Products.
33
Consumer Behaviour
Chapter : 5 Summary of Findings and Conclusions : Here, it finds the problems of the company & Justifies it. Chapter : 6 Recommendations and Suggestions : It helps to take out some unwanted informations by giving suggestions. Appendices and Annexure : Its a copy of Questionnaire; It particularly represents the Merits and Demerits about the product. Bibliography : It is the reference made from internets, web sites and the text books etc...
34
Consumer Behaviour
CHAPTER - III COMPANY PROFILE

INCEPTION : Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. 1894 A modest start for a bold idea 1899 The first bottling agreement 1900-1909 Rapid growth 1916 Birth of the Contour Bottle 1920s Bottling overtakes fountain sales 1920s and '30s International expansion 1940s Post-war growth 1950s Packaging innovations 1960s New brands introduced 1970s and '80s Consolidation to serve customers 1990s New and growing markets 21st Century Think local, act local
35
Consumer Behaviour
Changes brought about by the company : THUMS UP: BRINGING BACK THE THUNDER, the thunder is ready to rumble again, lurking around in the shadows for some time now, the popular India cola, Thums up is ready to hit the spotlight. Two-anda-half years after the US multinational bought all parle brands from Ramesh Chauhan, Thums ups new owner Coca-Cola is once again pushing the almost forgotten cola through a sparking a new ad campaign and a slightly altered slug-line. It shows a bungee jumper plunging off a click a pick up a Thumps up bottles from a truck passion below, and the old line, Taste the Thunder, has been replaced by a slightly different yet equally catchy line.
I WANT MY THUNDER
36
Consumer Behaviour
SERVICE PROFILE OF COCA-COLA COMPANY : Coca-cola : For the Coca-Cola BRINDAVAN BEVARAGES, 44/1, Bellary Road, Hebbal, Bangalore 24. Are the present bottlers in Bangalore? It was started in 1986. They are authorised bottles for Coca-Cola, THUMS UP, LIMCA, GOLDSPOT, CITRA and BISLERI SODA. They
approximately occupy 35% of market share with the investment of Rs. 7 Crores with approximate annual turn over of Rs. 10 Crores. They were the market leaders before PEPSI came in (i.e. May 90) and are trying to get back to no.1 position. This company is the only distributor to various districts of Karnataka and has 4 depots situated in different zones of Bangalore City and because of this they are incurring very high transportation cost. A new strategy adopted by them is the Consumer research programmes. They had come with early home packs of bottles and offer Manager home delivery facility at dealers rate for as small an order as 6 bottles. However this strategy was a total failure.
Personnel Manager Sales Manager ORGANISATIONAL CHART Manager Finance Plant General
Sales Executives
GOVERNMENT FIRST GRADESales Area COLLEGE, KGF

Manager
37
Route Agents
Consumer Behaviour
BOTTLING
WATER SYRUP TREATMENT PREPARATION BRINDAVAN BEVERAGES PRIVATE LIMITED SUGAR + WATER + CHEMICALS WILL BE HEATED WITH STEAM CONVERTED INTO SUGAR HOT SUGAR SYRUP WILL BE PASSED THROUGH HEAT EXCHANGER TO COOL COOLED SUGAR SYRUP WILL BE MIXED INGREDIENTS ESSENCES CONVERTED READY SYRUP
FLOW SHEET DIAGRAM SHOWING MANUFACTURE OF

BOTTLES RETURN FROMTHE MARKET PRE INSPECTED
SOFTDRINKS RAW MATERIALS TREATMENT WITH CHEMICALS CONVERTED INTO TREATED WATER
SAND FILTER CARBON PURIFIER
UNCASER BOTTLE WASHER WASHED BOTTLE INSPECTION FILLING OF BOTTLE WITH BEVERAGE SEALING
MIXING OF WATER, SYRUP, COZ FORMING CORBONATED BEVERAGES
FINISHED PRODUCT INSPECTION

PACKING OF FINISHED PRODUCTIN WOODEN SHELLS
38
FINISHED PRODUCT STORED IN THE BONED WEAR HOUSE READY
SALE
Consumer Behaviour
39
Consumer Behaviour Some of the modern of publicity : 1. ADVERTISEMENTS ON Television, Radio, FM etc., 2. Advertisements on News Papers, Magazines 3. Display the products in the shop 4. Good incentives for displaying and selling the product 5. Attractive packing(bottles) The advertisement caption of the company is a. Thanda Mathalab Coo-Ka- Coo-la b. The Coca-Cola tune for the Thumps UP Ads. A few changes brought by the company are (1) Introduction of Coca-cola in Cans in cans (may 96) (2) They have come up with 1 ltr bottles of Coca-cola and Miranda. (3) Working with an increased budget. (4) Foreign glamours and big budget advertisements. Chennai, Kerala, Hyderabad and Bangalore. It is being so
successful in very short time because of its challenging marketing strategy.
40
Consumer Behaviour
OUR VALUES TOWARDS SERVICE PROFILE: Customer Satisfaction : We are dedicated to building a relationship with our customers where we become partners in fulfilling their mission. We strive to understand our customers needs and to deliver products and services that fulfill and exceed all their requirements.
Commitment to Total Quality : We are committed to continuous improvement of all our activities. We will supply products and services that conform to highest standards of design, manufacture, reliability, maintainability and fitness for use as desired by our customers.
Cost and Time Consciousness : We believe that our success depends on our ability to continually reduce the cost and shorten the delivery period of our products and services. We will achieve this by eliminating waste in all activities and continuously improving all processes in every area of our work.
41
Consumer Behaviour Innovation and Creativity : We believe in striving for improvement in every activity involved in our business by pursuing and encouraging risk-taking, experimentation and learning at all levels within the company with a view to achieving excellence and competitiveness. Trust and Team Spirit : We believe in achieving harmony in work life through mutual trust, transparency, co-operation, and a sense of belonging. We will strive for building empowered teams to work towards achieving organizational goals.
Respect for the Individual : We value our people. We will treat each other with dignity and respect and strive for individual growth and realization of everyone's full potential. Integrity : We believe in a commitment to be honest, trustworthy, and fair in all our dealings. We commit to be loyal and devoted to our organization. We will practice self-discipline and own responsibility for our actions.
42
Consumer Behaviour We will comply with all requirements so as to ensure that our organization is always worthy of trust. Market Share : COKE is also one of the best Brands in the field of soft drinks Products, they are New and it has become one of the Popular Brand in soft drinks Products, they have achieved the Greater Scope in Marketing Share. PEPSIs : The Pepsi Foods Ltd., which is the principal company introduced to market its products in May 1990. Its products are LEHAR PEPSI, LEHAR 7UP, LEHAR MIRANDA, LEHAR SLICE, LEHAR TEAM and SODA. There bottling plants in south being
43
Consumer Behaviour
CHAPTER - IV DATA ANALYSIS AND INTERPRETATION
The questionnaires were collected from all respondents and tabulations were based on the primary data present in the forms. The tables of each question are prepared and analyses based on the questions prepared in the questionnaire. Graphical respondents like LINE DIAGRAMS, BAR DIAGRAMS ARE USED in the interpretation of the data.
ANALYSIS AND INTREPRETATION : Analysis of consumer behaviour towards Coca-cola soft drinks in Kolar District.
This chapter mainly deals with the analysis of data relating to consumer behaviour towards Coca-Cola cool drinks. This includes the study of awareness of branding attribute they look for purchasing frequency of purchasing satisfaction of branding etc.,
Hear the data collected from respondents were checked processed tabulated analysed using percentage and inference is drawn.
44
Consumer Behaviour CONSUMER STUDY OF COCO-COLA :
TABLE NO. 1 Table showing the age group of the respondents. Age Factor 5-10 11-15 16-20 21-25 26 & above Total No. of respondents 11 13 36 17 23 100 No. of respondents in percentage (%) 11% 13% 36% 17% 23% 100%
ANALYSIS : The above table shows that out of the 100 respondents who have respondent to this questionnaire, it is found that :
a. b. c. d.
e.
11% of the respondents lie between the 5-10 age group. 13% of the respondents lie between the 11-15 age group. 36% of the respondents lie between the 16-20 age group. 17% of the respondents lie between the 21-25 age group. 23% of the respondents lie under the group of 26 yrs and
above.
45
Consumer Behaviour
GRAPH NO. 1 Graph showing the age group of the respondents.
40% 36% 35% 30% No. of Respondents 25% 20% 15% 11% 10% 5% 0% 10-May 15-Nov 16-20 Age factors 21-25 26 & above 13% 23% 17%
46
Consumer Behaviour
TABLE NO. 2 Table showing the sex of the respondents Age Factor Males Females Total No. of respondents 40 60 100 No. of respondents in percentage (%) 40% 60% 100%
ANALYSIS :
The above table shows that among the 100 respondents 40% were male & the rest of them i.e. 60% were females.
47
Consumer Behaviour
GRAPH NO. 2 Graph showing the sex of the respondents
40% Males Females 60%
48
Consumer Behaviour
TABLE NO. 3 Table showing the income category of the respondents Age Less than 5000 5000-1000 1000 & above Total No. of respondents 14 46 40 100 Percentage (%) 14% 46% 40% 100%
ANALYSIS : From the above table we can say that people of all income levels have respondent to this questionnaire. 14% of the respondents belong to the less than 5000 income category. 46% of the respondents belong to the 5000-10000 income category and 40% of the respondents belong to the 1000 & above and above income category.
49
Consumer Behaviour
GRAPH NO. 3 Graph showing the income category of the respondents
50% 45% 40% No. of Respondents 35% 30% 25% 20% 15% 10% 5% 0% Less than 5000 14%
46% 40%
5000-1000 Age
1000 & above
50
Consumer Behaviour
TABLE NO. 4 Table showing the consumers of Cool drinks
Sex Males Females Total
Yes 40 60 100
No -
ANALYSIS : From the above table we can say that among the 100 respondents it was found that all the 100% were consumers of drinks.
51
Consumer Behaviour
GRAPH NO. 4 Graph showing the consumers of Cool drinks
60 50 No. of Respondents 40 30 20 10 40
60
Males Females
0 0 Yes Sex No
52
Consumer Behaviour
TABLE NO. 5 Table showing the type of Cool drinks consumed Sex Males Females Total Accreted 16 24 40 % 16% 24% 40 % Cool Drinks 14 9 23 % 14% 9% 23 % Both 10 27 37 % 10% 27% 37 %
ANALYSIS : The above table shows that among the males : 16% of the male preferred accreted cool drinks 14% of them preferred Cool drink & the rest 10% of them preferred both. Among the females; 24% of the females preferred accreted cool drinks 9% of the preferred Cool drink and the rest 27% preferred both (accreted so well as Cool drinks)
53
Consumer Behaviour
GRAPH NO. 5 Graph showing the type of Cool drinks consumed
30% 27% 25% No. of Respondents 24%
20% 16% 15% 14% 10% Males Females 9%
10%
5%
0% Accreted Cool Drinks Cool drinks consumed Both
54
Consumer Behaviour
TABLE NO. 6 Table showing the reasons for consuming accreted drinks Sex Males Females Thirst Quenching 13 24 13% 24% Taste 1 1 2 0 ANALYSIS : The above table shows that : Among the males: 13% prefer accreted drinks for thirst-quenching purpose. 11% prefer accreted drinks for the taste. 5% prefer accreted drinks from the fizz. 1% prefer due to the status & the rest. 2% prefer accreted drinks for all the above reasons. Among the females: 24% prefer accreted drinks for thirst-quenching purpose. 11% 20% 5 1 6 Fizz 5% Status 1 1% 2 All 2% 4%
16% 4 4% 4
20% prefer accreted drinks for the taste. 16% prefer accreted drinks from the fizz, 4% consumer accreted drinks for their status & the rest. 2% consumer for all the above reasons.
55
Consumer Behaviour
GRAPH NO. 6 Graph showing the reasons for consuming accreted drinks
30% 25% No. of Respondents 20% 15% 10% 5% 0% Thirsting Taste Fizz Status All Consuming accreted drinks 5% 4% 1% 4% 2% 24% 20% 16% 13% 11%
Males Females
56
Consumer Behaviour
TABLE NO. 7 Table showing the reasons for consuming Cool Drinks. Sex Males Females Total Thirst Quenching 8 8% 19 27 19% 27% Health Drink 8 8% 2 2 3 0 Taste Drink 1 50% 2 22% 2 78% 8 30 4 48 % 0 % Others 2 2 0.8% 2%
ANALYSIS: The table above shows that : Among the males: 8% prefer Cool Drinks for thirst quenching purpose. 8% prefer this drink as they believe it to be health drink.
12% prefer it for the taste. 2% prefer for other reasons.
Among the females:

19% prefer the drinks for thirst quenching purpose. 22% prefer the drink for health reasons. 28% prefer it for the taste.
57
Consumer Behaviour
GRAPH NO. 7 Graph showing the reasons for consuming Cool Drinks.
1%
12%
12% Thirsting Health drink Taste drink Others
75%
58
Consumer Behaviour
TABLE NO. 8 Table showing the awareness of Coca-Cola Cool drinks Awareness Yes No Total No. of respondents 86 14 100 Percentage (%) 86% 14% 100%
ANALYSIS : The above table shows that : 86% of the respondents were aware of the Coca-Cola Cool drinks and 14% of the respondents were not aware of the Coca-Cola Cool drink.
59
Consumer Behaviour
GRAPH NO. 8 Graph showing the awareness of Coca-Cola Cool drinks
90% 80% 70% No. of Respondents 60% 50% 40% 30% 20% 10% 0% Yes
86%
14%
No Awareness
60
Consumer Behaviour
TABLE NO. 9 Table showing the no. of respondents who have tasted Coca-Cola Sex Males Females Total Yes 35 43 78 Percentage (%) 35% 43% 78% No 5 17 22 Percentage (%) 5% 17% 22%
ANALYSIS: The above table shows that : Among the males :
35% have tasted the Coca-Cola Soft drinks & 5% have not tasted the drink.
Among the females :
43% have tasted the Cool Drink & 17% have not tasted it.
61
Consumer Behaviour
GRAPH NO. 9 Graph showing the no. of respondents who have tasted Coca-Cola
45% 40% 35% 35% No. of Respondents 30% 25% 20% 15% 10% 5% 0% Yes
43%
17%
Males Females
5%
No Factors
62
Consumer Behaviour
TABLE NO. 10 Table showing the source of awareness of Coca-Cola Percentage (%) 2.9 0.69 23 47 0.6 100%
Source Advertisement Bill boards Friends At purchase pts Others Total
No. of respondents 25 6 20 40 5 86
ANALYSIS: The above table shows that media through which the consumers came to know about Coca-Cola about :
29% came to know about Coca-Cola through advertisement 0.69% got to know through the bill boards 23% got to know through friends 47% got to know at purchase points & the rest 0.6% got to know through other reasons.
63
Consumer Behaviour
GRAPH NO. 10 Graph showing the source of awareness of Coca-Cola
50 45 40 No. of Respondents 35 30 25 20 15 10 5 0 Advertisement 2.9 23
47
0.69 Friends Sources
0.6 Others
64
Consumer Behaviour
TABLE NO. 11 Table showing the awareness that Coca-Cola is a soft drink Percentage (%) 34% 52% 86% Percentage (%) 6% 8% 14%
Yes 34 52 86
No. 6 8 14
ANALYSIS : The above table shows that : Among the males :
34% were aware that Coca-Cola was a soft drink 6% were not aware that Coca-Cola was soft drink.
Among the females : 52% were aware that Coca-Cola is a soft drink 8% were not aware that Coca-Cola is soft drink.
65
Consumer Behaviour
GRAPH NO. 11 Graph showing the awareness that Coca-Cola is a soft drink
60% 52% 50% No. of Respondents
40% 34% 30% Males Females
20% 8%
10%
6%
0% Yes Awareness No.
66
Consumer Behaviour
TABLE NO. 12 Table showing the awareness of the respondents who are aware that Coca-Cola is a Cool drink. Factors Yes No Total No. of Respondents 9 5 14 Respondents in Percentage (%) 64% 36% 100%
ANALYSIS : The above table shows that among the 14 respondents who were not aware that Coca-Cola is a soft drink.
64% would
prefer Coca-Cola after they got to know that Coca-
Cola was soft drink.
36% have not changed their mid about the product.
67
Consumer Behaviour
GRAPH NO. 12 Graph showing the awareness of the respondents who are aware that Coca-Cola is a Cool drink.
36%
Yes No
64%
68
Consumer Behaviour
TABLE NO. 13 Table showing the awareness of the quantity of the Coca-Cola Soft drinks Factors Yes No Total No. of Respondents 52 48 100 Respondents in Percentage (%) 52% 48% 100%
ANALYSIS : The above table shows that 52% of the respondents were aware the quality of Coca-Cola drink 48% were not aware about the quality did not bother to check the quality.
69
Consumer Behaviour
GRAPH NO. 13 Graph showing the awareness of the quantity of the Coca-Cola Soft drinks
52%
52%
51%
No. of Respondents
50%
49% 48% 48%
47%
46% Yes Factors No
70
Consumer Behaviour
TABLE NO. 14 Table showing the behavior of the respondents regarding quantity.
Yes Percentage No 13 7 20 (%) 13% 7% 20% 26 40 66
Percentage (%) 26% 40% 66%
ANALYSIS : The above table shows : Among the males : 13% of them have stopped consuming the product because of the quantity. 26% of them have not bothered about the quantity. Among the females :
71%
of them stopped consuming the product because of the
quantity 40% of them have not bothered about the quantity.
71
Consumer Behaviour
GRAPH NO. 14 Graph showing the behavior of the respondents regarding quantity.
45% 40% 35% No. of Respondents 30% 25% 20% 15% 10% 5% 0% Yes Factors No 13% 7% 26% Males Females 40%
72
Consumer Behaviour
TABLE NO. 15 Table showing the availability of the Coca-Cola Soft drink.
Factors Yes No Total
No. respondents 46 40 86
Percentage (%) 54% 46% 100%
ANALYSIS : The above table deals with the availability of the Coca-Cola Cool Drink : About 54% of the respondents have said that there was no problem with the availability of the Cool Drink. 46% of the respondent have said that the drink was not easily available at retail out lest.
73
Consumer Behaviour
GRAPH No. 15 Graph showing the availability of the Coca-Cola Soft drink.
54% 54%
52% No. of Respondents
50%
48% 46% 46% 44%
42% Yes Factors No
74
Consumer Behaviour TABLE NO. 16 Table showing the different flavors preferred by the respondents. Percentage Others 7UP Slice Factors Percentage Miranda Pepsi Percentage Percentage Percentage Frooti 12 17 29 Percentage 12% 17% 29%
75
Males Female Total
6 6% 2 16 16% 9 22 22% 11
2% 9% 11%
15 15% 6 38 38% 17 53 53% 23
6% 17% 23%
2 2% 9 9% 11 11%
ANALYSIS : The above table shows that among the males: Among the males :
2% prefer 7up 15% prefer Miranda 12% prefer Frooti and the rest 2% prefer other drinks Among the females : 16% prefer Pepsi
9% prefer 7 up 38% prefer Miranda 17% prefer Slice 17% prefer Frooti and the rest
9% prefer others.
Consumer Behaviour
GRAPH NO. 16 Graph showing the different flavors preferred by the respondents.
40% 35% 30% No. of Respondents 25% 20% 15% 10% 5% 0% Pepsi 7UP 6% 2% 16%
38%
15% 9%
17%
17% 12% 9%
Males Female
6% 2% Miranda Slice Factors Frooti Others
76
Consumer Behaviour
TABLE NO. 17 Table showing the positioning the product. Factors Yes No Total No. of respondents 20 30 40 Percentage (%) 20% 30% 40%
ANALYSIS : The above table shows the position of the drink : 20% of the respondents have positioned this drink as a health drink 30% of them have positioned it as a soft drink 40% of them have positioned it as both 10% have not been able to position it at all
77
Consumer Behaviour
GRAPH NO. 17 Graph showing the positioning the product.
40% Yes No 60%
78
Consumer Behaviour
TABLE NO. 18 Table showing the time for consumption.
Time Fore Noon After Noon Evening Total
No. of Respondents 20 40 40 100
Percentage (%) 20% 40% 40% 100%
ANALYSIS : Above table shows that out of 100 respondents, 20 % are the forenoon consumers, 40% of them prefer in the Afternoon & remaining 40% prefer in the Evening Time. Majority of the consumers are Afternoon & Evening time consumers.
79
Consumer Behaviour
GRAPH NO. 18 Graph showing the time for consumption.

40% 40%
40% 35% 30% No. of Respondents 25% 20% 15% 10% 5% 0% Fore Noon 20%
After Noon Time
Evening
80
Consumer Behaviour
TABLE NO. 19 Table showing respondents desirable places for consumption Places Restaurant Cinema Hall College Canteen Parlours At home In the Office Total No. of Respondents 30 12 30 12 12 04 100 Percentage (%) 30% 12% 30% 12% 12% 04% 100%
ANALYSIS : Above table showing Out of 100 respondents 30 prefer Restaurant type place, 12 prefer Cinema Hall, 30 prefer College Canteen, 12 prefer Parlours, 6 are at Home and 4 in office. Majority of the respondents are restaurant, College Canteen.
81
Consumer Behaviour
GRAPH NO. 19 Graph showing respondents desirable places for consumption

30% 30%
30%
25%
No. of Respondents
20%
15% 12% 10% 12% 12%
5%
4%
0% Restaurant College Canteen Places At home
82
Consumer Behaviour
TABLE NO. 20 Table showing the different Medias through which consumer gain knowledge about specific brands. Medias TV Radio News Paper Magazines Friends Others Total ANALYSIS : Above table depicts that out of 100 respondents 56% of them gain knowledge through TVs, 4% of the respondents through Radios, 8% through News Papers, 8% of them through Magazines, 20% of the respondents through Friends and 4% of them through others. Majority of the respondent gain Knowledge through TVs & Friends. No. of Respondents 56 04 08 08 20 04 100 Percentage (%) 56% 04% 08% 08% 20% 04% 100%
83
Consumer Behaviour
GRAPH NO. 20
Graph showing the different Medias through which consumer gain
knowledge about specific brands.
60%
56%
50%
No. of Respondents
40%
30% 20%
20%
10% 4% 0% TV Radio
8%
8%
News Paper Magazines M edias
Friends
84
Consumer Behaviour
TABLE NO. 21 Table showing the respondents classification based on the try out of new Brands available in the Market. New Brands Yes No Total No. of Respondents 52 48 100 Percentage (%) 52% 48% 100%
ANALYSIS : In the above table, out of 100 respondents 52% prefer trying out New Brands, 48% are not interested to prefer New Brands available in the Market. Majority of the Respondents like to try New Brands.
85
Consumer Behaviour
GRAPH NO. 21 Graph showing the respondents classification based on the try out of new Brands available in the Market.
48% 52%
Yes No
86
Consumer Behaviour
TABLE NO. 22 Table showing the respondents using the favorite alternative brand Alternative Brand Yes No Total No. of Respondents 72 28 100 Percentage (%) 72% 28% 100%
ANALYSIS : The above table shows that out of 100 % of the respondents, 72% of them prefer Alternative Brand whereas 28% of the respondents do not prefer any alternative brands. Majority of the Respondents prefer to go for an Alternative Brand.
87
Consumer Behaviour
GRAPH NO. 22 Graph showing the respondents using the favorite alternative brand
80% 70% 60% No. of Responents 50% 40%
72%
28% 30% 20% 10% 0% Yes Alternative brand No
88
Consumer Behaviour
CHAPTER - V SUMMARY OF FINDINGS & CONCLUSION

Majority of the respondents are males. Majority of the respondents are in the age group of 16 to 25 years. Majority of the respondents are students. Majority of the respondents belong to Middle Class. Majority of the respondents are interested in consuming Cool Drinks. Majority of the respondents are having fresh fruit Juice and Soft drink. Majority of the respondents would like to go for a alternate brand. Majority of the respondents would choose Frooti as their alternative brand. Majority of the respondents would like to go for new Brand. Majority of the respondents prefer soft drink in the Afternoon. Majority of the respondent prefer to have soft drinks in Restaurant, College Canteen. Majority of the respondents prefer soft drinks advertisement through the TV Media..
89
Consumer Behaviour
Majority of the respondents are impressed by COKE Ads in the TV. Majority of the respondents are students and private employees (Males). Majority of the respondents are males and are preferring artificially flavored cool drinks. Majority of the respondents are Pepsi and Fanta and are middle class consumers. Majority of the respondents would like to have soft drink in the after noon and are middle class consumers.
Majority of the respondents are males and prefer TV media for
advertisement of cool Drinks.
90
Consumer Behaviour
CHAPTER - VI RECOMMENDATIONS AND SUGGESTIONS

It can be concluded that overall response of the consumers towards Coca-Cola drinks is satisfactory. Consumers are satisfied with the
companys aerated drinks and its other Brands. Cool drinks are largely preferred by the Youths who are in the age group of 16-25 years. Though the consumers are satisfied with the companys cool drinks and its other brands, most of them prefer natural type of Fruit drinks.
Even though the company has introduced some new flavors, most of the respondents still prefer different flavored cool drinks. So the company should concentrate on introducing a new varieties / Flavour of cool drinks. Though, Coca-Cola has entered the cool drinks market
recently, it is able to capture a part of the consumer market for its cool drinks, still a major part of the market is available to cover. From the analysis it can be concluded that most of respondents prefer bottled cool drinks then cans.
91
Consumer Behaviour
SUGGESTIONS :
1.
As was seen that Pepsi is most favorite brand which
determines that there is more brand loyalties in cool drinks so the company should improve their market strategies to improve the customers loyalty towards coca cola brand. 2. Market for bottled cool drinks is more rather then cans.
Hence it can be concluded that only bottled soft drinks can be expanded. 3. The new brand with out aggressive promotional tools can
not work out in the market.

4.
TV
being
the
most
popular
media
of
mass
communications.
Can be used as the most powerful tool for
promoting cool drinks. The advertisements to repeat them to create an ever lasting impression common person, or sports persons in TV advertisements should only be chosen as reference. 5. The company should focus on fruit drinks which are good
for health and give new reasons as to while it is better than accreted drinks in order to attract consumers.
92
Consumer Behaviour
6.
Point of purchase of cool drinks should be improved by
displaying attractive and striking advertisement to attract consumers. 7. The advertisement should be improved, so as to catch the
eyes of the customer who view the ad to taste the cool drink. 8. Company should introduce many, new, other, flavoured,
fast moving cool drinks to extend these brands as well as the product. 9. To increase sales of cool drinks the company should
introduce many complimentary like sticker, tattoos and other free small gifts to childrens, gifts to adult etc., 10. As the companys major competitor is PEPSI, the company
should compete with PEPSIs market. 11. It is welcome for the company to go for healthy
competition. 12. If the company gives attention in changing the caption
once in a while it will be better.

93
Consumer Behaviour 13. It is welcome for the company to increase its sponsorship
so as to increase the sales and to inspire the people towards its brands.
APPENDICES AND ANNEXURE

QUESTIONNNARIE : A STUDY OF CONSUMERS BEHAVIOUR TOWARDS COCA-COLA SOFT DRINKS. Dear Sir/Madam, I, ANANDA. P. the management student of Government First Grade College. K.G.F. conducting a study on consumer behavior towards Coca-Cola soft drinks. I will be grateful to you, if you would kindly spare some time to answer my queries, your answers would be kept confidential. Thanking you,
ANANDA. P.
1. Name of the Respondent :______________________________
94
Consumer Behaviour
2.
Address
______________________________ ______________________________ 3. a) Male Gender [ ] : b) Female [ ]
4.
Age [ [ ] ] ]
: b) 11-15 years d) 21-25 years [ [ ] ]
a) 5-10 years c) 16-20 years
e) 26 years and above [ 5. Income Category [ [
: ] ] : b) 5000-10000 [ ]
a) Less than 5000 c) 10000 and above 6. Occupation
a) Student c) Govt. Employee 7. a) Yes

8.
[ [
] ]
b) Professional
] ]
d) Private Employee [
Do you drink Soft drink : [ ] b) No [ ]
What kind of Cool Drinks you prefer :

95
Consumer Behaviour a) Thirst Quenching [ c) Taste Drink

9.
] ]
b) Health Drink d) Others
[ [
] ]
How do you choose a cool drinks : [ ] b) Non- Aerated [ ]
a) Aerated
10.
Are you aware of Coca Cola? [ ] b) No [ ]
a) Yes 11. a) Yes

12.
Have you Tasted Coca Cola. [ ] b) No [ ]
What are the source of Awareness of Coca Cola : [ [ [ ] ] ] b) Bill Boards [ ]
a) Advertisement c) Friends e) Others

13.
d) At Purchase points [ ]
Are you aware of Quantity of Coca Cola. [ ] b) No [ ]
a) Yes
14.
Which soft Drinks have you heard of : [ [ ] ] b) 7 UP d) Slice [ [ ] ]
a) Pepsi c) Miranda
96
Consumer Behaviour e) Frooti

15.
f) Others
What time of the day would you prefer to have cool drinks? [ [ ] ] b) After Noon [ ]
a) Fore Noon c) Evening
16.
Where would you like to have it:[ [ [ ] ] ] b) Cinema Hall d) Parlor f) In the Office [ [ [ ] ] ]
a) Restaurant c) College Canteen e) At Home 17. Brand. a) TV c) News Paper e) Friends

18.
In which media you have come to know about this specific
[ [ [
] ] ]
b) Radio d) Magazines f) Others
[ [ [
] ] ]
If your favorite Brand is not available would you like to go
for an alternate Brand? a) Yes [ ] b) No [ ]
97
Consumer Behaviour
19.
Which alternative Brand would you buy
__________________ 20. a) Yes Would you like to try out a new Brand in Market [ ] b) No [ ]
98
Consumer Behaviour
BIBLOGRAPHY
Text books : 1. J.C GANDHI, MARKETING- A MANAGERIAL INTRODUCTION NES DELHI: TATA MC GRAW-HILL PUBLISH CO. LTD 1993. 2. PHILIP KOTLER, MARKETING MANAGEMENT 9TH EDITION, New Delhi: PERTICE HALL OF INDIA 1997. 3. WILLIAN STATION AND CHARLES ETZEL ANS BRUCE J.W ALTER, FUNDAMENTALS OF MARKETING, USA: MC GRAW HILL CO 1994 4. CONSUMER BEHAVIOUR by Suja.R.Nair 5. CONSUMER BEHAVIOUR by Schiffman and Kanuk
Websites :
1. 2.
www.cococola.com www.india.coke.com
99

Consumer Behaviour

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Consumer Behaviour

Uploaded by

Copyright:

Available Formats

Consumer Behaviour

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

PART B : ABOUT SUBJECT MEANING AND DEFINITIONS :

GOVERNMENT FIRST GRADE COLLEGE, KGF

consumers feel that products offered by manufacturers can satisfy that

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF

consumption behavior. 4. Consumer behavior basically social in nature. Hence, social

environment plays an important role in shaping buyer behavior.

GOVERNMENT FIRST GRADE COLLEGE, KGF

GOVERNMENT FIRST GRADE COLLEGE, KGF