A DISSERTATION REPORT ON

A STUDY ON CONSUMER PREFERENCES FOR SOFT-DRINKS

Company profile and history

Coca-Cola was created in 1886 by John

Pemberton, a pharmacist in Atlanta, Georgia, who sold the syrup mixed with fountain water as a potion for mental and physical disorders. The formula changed hands three more times before As a D. Candler added carbonation and by 2003, Coca-Cola was the worlds largest manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, with more than 400 widely recognized beverage brands in its portfolio.

SOFT DRINK INDUSTRY IN INDIA

The Indian Soft-Drink Industry is a 3500 crore

rupee Industry comprised of consumers throughout the country, and of all ages. The industry has been comprised of all Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976. From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90s have brought changes in Government Policies of liberalization, which has helped user in two huge American Multinational Pepsi-Cola international and Coca-Cola

Cont..
The Coca-Cola Company entered India in the

early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca-Cola had captured more than 45% of market share in India. Then CocaCola left India following public disputes over share holding structure and import permit

VISION OF COCA-COLA IN INDIA

Provide exceptional strategic leadership in the

Coca-Cola India System resulting in consumer and customer preference and loyalty through Coca-Colas commitment to them, and in a highly profitable Coca-Cola corporate branded beverage system.

MISSION OF THE COCA-COLA IN INDIA

To Refresh the World... in body, mind, and spirit.

To Inspire Moments of Optimism...through our

brands and our actions. To Create Value and Make a Difference...everywhere we engage. To achieve sustainable growth, we have established a Vision with clear goals:-

PRODUCT PROFILE OF COCACOLA

ADVERTISING
Advertisement plays an important role in the

success of coca-cola product since its first newspaper ad. In 1886 that red, coca-cola delicious Refreshing Exhilarating Invigorating. Advertisement is a key of implementing a strategy over one hundred year old to trigger desire as offer and in as many ways as possible.

OBJECTIVE OF THE STUDY

To study the consumers preferences for Drinking Soft-

Drinks.
To know the percentage of males and females drinking Soft-

Drinks.
To know the reason to buy Soft- drinks. To know the factors which are responsible for purchasing of

cold drinks by theConsumers.

To create a top of mind awareness about Soft-Drinks in

Kerala. region by providing the information to consumers.

SCOPE OF THE STUDY:

This report attempts to study the marketing mix

keeping in mind the current market situation. Besides, this report also studies the customer feedback about the Soft-Drinks. Thus it can be said that there are two broad goals of the research i.e. TO STUDY THE CONSUMER PREFERENCE FOR Soft-Drinks as a whole and other to CREATE AWARENESS for Soft-drinks. The research work was done through the collection of primary data and secondary data by a closed ended structured questionnaire through the market survey technique.

RESEARCH METHODOLOGY
This research involved study, which was

descriptive in nature. It basically aims at gathering data about the consumers preferences. The main motive of doing this study was to know whether the consumer prefer soft drink on the basis of top off mind awareness or do they consider on different feature of soft drink. The second motive was to do the comparative analysis of two main Soft-drinks brands COKE AND PEPSI (cola flavor).

Methods of data collection

Primary data Secondary data Primary data collection: - it can be collected by

three methods
Observation method,
Experimentation and Communication

RESEARCH INTSTRUMENT
Personal interview.

Mail and
Telephone.

FINDINGS:
We can conclude that out of 100 respondents 51% of

them were male and 49% were female.

Mostly people prefer non cola drinks about 75% of

them preferred non cola drink.

Out of 100 respondents, 83% of them associate

drinking soft drinks with enjoyment and celebration.

Usually people buy their preferred soft drink from

departmental store and kirana shop.

54 % people were of the opinion that Celebrity

endorsements do influence buying behaviour of the consumers.

SUGGETION:
Many of the people were influenced by the

advertisement, promotion done by the celebrity. So there must be continuous promotion done not only by the means of television, radio, newspapers, magazine, etc but there must be campaign in the colonies of lower income group so that they also get aware of the brand. This is the world of competition and through my survey I came to know that many of the people are ready to switch over from their preferred brand so this is not only an opportunity but a threat to hold the loyal customer, so there must continuous effort in promotion and advertisement and schemes must be done.

COCLUSION:
During the course of the project I realized that the

customer willingly answered the closed end questions. From the analysis of the data collected and from the experiences I have reached the following conclusions: COKE is most popular amongst its users mainly because of its TASTE, BRAND NAME, INNOVATIVENESS Thus it should focus on good taste so that it can capture the major part of the market and try new concepts of schemes and advertisement

THANKS

PRESENTED

BY
VISHNU B SHENOY MBA(4TH)SEM.