This action might not be possible to undo. Are you sure you want to continue?
As we complete this project we praise God the Almighty Father for giving us mental strength and good health, which we consider very important for our successful completion. We thank our director Rev. Fr. Basani Prakash for allowing us to take up a useful project in an industrial establishment so that we may gain first hand experience. We sincerely thank our respected principal, Mr. R. L. Murthy for his encouragement and for recommending us for the project. We express our gratitude to our external guide Mr. …………… In a special way for readily accepting our request for doing this project at his esteemed organization and assigning a very useful and challenging project. He has taken special interest in supervising our project and evaluating our work from time to time. We also thank him for allowing us to freely use the company resources. We thank Mr. Kalyan Reddy, Lecturer CJITS, for accepting to be our internal guide and supporting all the way. He took pains for understanding our project and suggested ways to improve the project. His encouragement and guidance are invaluable. We thank our Head of the Department Mrs. Uma N. Dulharre, for accepting our project and organizing internal seminars for our project. Her deadlines were instrumental for the timely completion of the project.
We thank Mr. M. Vijay Chandra Rao, Software Engineer, Wipro Technologies for evaluating us by assigning a mini-project prior to the actual project, which helped us gain self-confidence and team spirit. We also thank the entire faculty and students at CJITS who participated in the project seminars and indirectly helped us by the way of their encouragement and constructive criticism.
Finally we acknowledge the support and encouragement we received from our family members without which the project work might not have been so smooth.
Hyderabad Beverages Private Limited
Regd. Off. : 105, 2nd Floor, E – Block, Surya Towers, S.P.Road, Secunderabad. – 500 003 : 26326222 (6 lines) Fax: 040 – 7894188
TO WHOM SO EVER IT MAY CONCERN
This is to certify that K. RAMESH, is a bonafide student of the Aurora School Of Business Management, Chikkadapally, Hyderabad. He has completed his project work titled “ Consumer Perception on Soft Drinks with special reference to PEPSI Co. ” under my guidance successfully through Hyderabad Beverages Pvt. Ltd., in our organization from 15-03-2002 to 25-04-2003. He is found to be very dynamic and hardworking, we wish him a bright future and success.
(K.V.KISHORE) G.M. Sales & Marketing.
RESEARCH METHODOLOGY 7. AN OVERVIEW OF CONSUMER BUYING BEHAVIOUR 5. LIMITATIONS 10. 4. APPENDAGES 11. PROFILE OF HYDERABAD BEVERAGES (P) Ltd. SUGGESTIONS 9. CONCLUSIONS 8. SURVEY ANALYSIS AND INTERPRETATION 12. ABSTRACT OF THE STUDY 2.Table of Contents 1. OBJECTIVE OF THE STUDY 6. BIBLIOGRAPHY 1 4 15 19 30 31 32 34 36 37 40 54 . INTRODUCTION TO SOFT DRINK INDUSTRY 3.
RAMESH (ROLL NO. Hyderabad. AATHIYA AURORA SCHOOL OF BUSINESS (Affiliated to OSMANIA University) Chikkadapally. 2001 . 4201112) Under the Guidance of MS.A Project Report On CONSUMER PERCEPTION ON SOFT DRINKS WITH SPECIAL REFERENCE TO PEPSI CO. A Dissertation submitted in partial fulfillment of the requirement for the award of the Degree of “MASTER OF BUSINESS ADMINISTRATION” By K.2003 .
ABSTRACT OF THE STUDY The new economic policies of the Government of India adopted in the mid eighties were further impetus by the early nineties. The soft drink market has achieved an accelerated growth in the past decade. Companies are evolving marketing strategies by studying the demands of the market place increasingly penetrating in to appropriate market segments introducing differentiated products to improve their market share. The entry PEPSI and the re-entry of COCA-COLA in the Indian market are inevitably facing stiff competition but -1- the ultimate winner is . Keeping the above mention perspective in the background. carbonated flavored or otherwise sweetened beverages. as a direct consequence of many of these policies and soft drink industry is no exception to this. the researcher has selected soft drink market. since the marketing task has become more challenging and intensive competition as opened up new vistas. The Indian market has under gone considerable change. Soft drink includes all type of non-alcoholic.
interpreting the responses to study the perceptions of the consumers. The Cola wars are intensifying and bringing manifold changes in the soft drink industry. Even though the existing system of marketing of soft drink has not tapped such a big market in the interiors of the countries specially the rural areas. as marketing in the sub urban and rural areas is developing slowly. Now the people with changing life styles and increase income labours have made the soft drink a comman man drink. Despite the soft drink industry is growing at a very healthy pace and stands at 18% per annum.customer/consumer. The market for cool drinks comprises of teens and youngsters in the 16-25 years age group who are largest consumers of the soft drinks in the country followed by 26-35 years age group people and adults in the age -2- . The researcher has conducted a detail survey. This as lead the researcher to study the perception of consumers towards different brands of soft drinks and to gauge out the promotional strategies being adapted by marketers to lure promiscuous buyers and win a large share in the markets.
group of 35 and above. companies must develop their product and marketing strategies to suit their wants and needs. followed by the age group of below 15 years hence. -3- .
Mc-Dowell. Soft drinks are consumed by almost every section of the society for their cool and tasty attributes. first 250ml was to counter the entry of Pepsi and secondly to increase the market share. after the exist of Coca-Cola in 1978. followed by other manufactures of the soft drinks like pure drinks CocaCola. etc. Duke. parle become the undisputed market leader till recent past and early nineties. The 250ml Thums-Up was introduced before the summer of 1989 as a Maha Cola with simple and clear position as more Cola. It was the clear conveying of a consumer of benefit and that did the -4- . CHANGING FACTS OF SOFT DRINK INDUSTRY Initially when soft drinks were introduced in the 19th century it was positioned as a thirst quenching drink but due to the changing times it is now positioned as a fun drink.INTRODUCTION TO SOFT DRINKS INDUSTRY HISTORY The history of soft drink market in India started way back in 1949 with the introduction of soft drink by parle group. in same price. The soft drinks in India were available only in 200ml with Thums-Up. In 1990’s reemerges of Pepsi gave new dimension to soft drink industry.
and after that they purchased Parle soft drink group with unbelievable price.5 liter plastic bottle (economy pack).trick hands the sales soared. try to dominate upon Thums-Up. The Campacola reacted by introducing 300ml bottle in Delhi but this did not work as the price was not same and consumer’s benefit was not clear. by then Lehar Pepsi made its entry and was doing well in Delhi. But with the success of the 250ml bottle Parle to decided to carry on the attract to its logical conclusion in 1990’s. The massive entry was threatened the Pepsi cola who was the market leader at that time and Pepsi was introduced himself again as a most preferred Cola but the strategies of Coca-Cola was so wrong due to that up to now the company is in the loss. In starting the CocaCola Co’s. But the strongest weapon in its hand is Thums-Up. Pepsi foods are now a head of their competitor by introducing 200ml and 2. for their bottle supremacy. Concept developed by Pale group in India was followed by Pepsi and later on such tricks were common in soft drink industry in India. But -5- . So Thums-Up came with a jumbo offer of 500ml. In 1993 Coca-Cola again re-introduced himself in Agra. defaulting benefits for consumers and increasing their market share. so that they were changes in taste and slow down the promotional activities.
while pet bottles costing from Rs 20-45. The Pepsi attacked the Gold Spot in 1990 and 1991 by introducing Lehar 7up and Marinda. In case of Lemon’s drink Limca was the only brand available in cloudy lemon flavor with enjoyed monopoly for almost two decades. also felt the need of attacking its competitor parle Limca by introducing Lehar Marinda also felt the need of attacking its competitor Parle Limca by introducing Lehar Team.later they changed their strategies and again trying to position it with slogan of “I WANT MY THUNDER”. The bottle cost from Rs 10-15. because the consumers associated this drink with the traditional Nimbu Pani. -6- . PRESENT SENERIO IN INDIA The government considered soft drink as a industry due to this the excise duty levied by the government of soft drink is very high. and isotonic salts it contains do indeed help quench thirst. actually the year 1993 saw the emergence of Lehar teem 250ml bottle. The soft drink industry has an annual sale exceeds to about 800 cores and most of the bottling company have been flourishing.
Coca-Cola brands have 49.5% and others have 2.9%. According to IMRB retails tracking study share of bottle soft drink market in May 2003. Share of Cola Segment Share Segment of Orange Share Segment of Lemon Pepsi – 48.1% Mirinda Orange–54% Fanta – 44% Gold Spot – 2% - Limca – 74% Mirinda Lemon – 26% - The capacity of present India soft drink market is around 150 million cases. COMPLEXCITIES IN THE SOFT DRINK MARKET The soft drink business in among the most complicated because of following reasons: 1.Since the last decade all the soft drink companies have grown and expanded their particular brand in the market for better consumer services. The per capita consumption in India is 6 bottles per annum.1% Campa Cola – 1.6%.7% Coke – 27. Pepsi brands have 47.1% Thums up – 23. At the most basic level. it is a two way business in way that when a consumers buys a cigarette or soap. that -7- .
Pepsi is a U. WORLD WIDE OPERATIONS Pepsi Co operates on a global basis. Pepsi Co. is the third largest company in the U.Bradham invented Pepsi Cola in 1893. 170 + countries with an employ force of 338000.ends the marketing story. where the soft drink bottles have to be collected back. U. PEPSI CO.S $ 28 billion company with headquarters in New York. 3. -8- .S fortune 50 rank in their companies annual revenue at $28 billion and world wide operations more than 150 countries with annual profit of $ 2. It is impulse by consumer loyalty is uncertain. It is a seasonal product and sells strongly just for six months. Value edition is done by retailer by way of chilling the bottle 4. 2. INDUSTRY TO THE COMPANY Pharmacist Calerb D.S and amongst the 15th largest in the world.5 billion.
5. Kentucky Fried Chicken. PEPSI : THE PAST AND THE PRESENT In the Century since James Henry king. 8. 2. Taco Bell. Pizza Hut 7. 6. Having the $ 28 billion+ annual sales. Pepsi –Cola is sold is more then 170 countries and accounts for about one quarter of the world’s soft drink. Fritolay. PEPSI Cola North America. -9- . PEPSI Cola International. where it enjoyed strong growth and increased volume. 3. 4. PEPSI Co foods International. PEPSI Co Wine Sprits.PEPSI CO’S OPERATING COMPANIES ARE 1. More the 70% of Pepsi’s sales are from North America. first gave his nod of approval millions of people all over the world have enjoyed the great taste of Pepsi-cola today.
Spain. Pepsi One. All sport. Today Pepsi-Cola products account to brands about A quarter of all soft drink sold internationally. Mug.in 11992 Pepsi –Cola formed a partnership with Thomas J. In addition to brands about marketed in the United States. Operations grew rapidly beginning in the 1950’s. a consumer market totaling about 454 billion . Poland. Slovskis and Russia. Frito-lay and Tropicana. Mountain Drew. Saudi Arabia. The company has also established operations in the emerging markets of the Hungary. where Pepsi-Cola was the first US consumer product . One of the biggest factors in long-term success of consumers Products Company is whether more people fall in love with your products. Diet Pepsi. India. major products include Mirinda and Pepsi Max. salty snacks and juices are staples of out sister divisions. United Kingdom. Each year Pepsi-cola account for nearly one –third of total soft drink sales in the US. In addition.10 - .Our well-known brands include Pepsi. Pepsi-Cola began its selling its products internationally in 1934 with is operations in Canada. Pepsi-Cola company’s soft drink operations include the business of 7-up international. Lipton Brisk and Aquafina.Lipton Co. today Lipton is the biggest selling ready-to-drink tea brand in the united states. Thailand. Outside the United States.
to be marketed. Pepsi-Cola provides advertising, marketing, sales, and promotional, support to Pepsi-Cola bottlers and food service customers. This include some of the world’s best loved and must recognized advertising. New Advertising and exciting promotions keep Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products.
PEPSI CO. MISSION STATEMENT “Pepsi Co overall mission is to increase the value of our shareholder’s investment. We do this through sales growth, cost control and wise investment of resources. We believe our commercial success depends up on offering quality and value to our customers and environmentally sound, and providing a fair return to out investors while adhering to the highest standrards of integrity”.
THE PEPSI POWER: The year was 1993,and ‘the real thing’ was about to stage a come back in the Indian market after a16 –year absence. At Pepsi Foods headquarters in Mohan Deo Building in New Delhi, the hearts of Pepsi’s top brass were knocking furiously at their Ribs. An internal market research report by Pepsi had shown that if Coke
- 11 -
were to be made to be available in the country –more than 70% of Pepsi’s customers would shift to four years of an indifferent presence, after which it had barely begun to establish itself in the India bottled soft drink market.
The going gotten tough many a time, but the tough had been on the roll. Eight years have passed by Pepsi still exists, with its head high. Ron Coughlin .VP, International marketing, Pepsi-Cola says “the India marketing Team is the Pepsi world” It’s been blood, toil, tears and sweat of all stake holders, Pepsi executives, bottlers, ad agency, Hindustan Thompson Associates and Yes, Sachin Tendulker and Shahrukh Khan and, “yeh dil still maange more”
Ever since Pepsi uncorked its fizz- are you ready for the magic? It did in styles .it was grand unveiling, much like the icon Pepsi used back in 1932, to discover what brand stood for. The icon never played cricket, it never got its hair burnt like Michael Jackson, it never dated post spice like David Beckham ….. Pepsi and P, the Pepsi cops. It was Pepsi, which was first to introduce a marketing jungle, the first to foray into musical marketing. So what they did way back then is still paying off.
- 12 -
The Coke’s second coming changed the attitude pf Pepsi towards the way it looked of the entire marketing battle and its own existence in India. It became competitive; it started to believe in direct attack. While coke may have found it difficult to find a common theme that ran through all its advertising, it got aggressive in India with its take over of parle brands ThumsUp, Gold Spot and Limca. Another big blow, another time: Pepsi lost out in its bid for the rights to the cricket world cup 1996.What followed is history; the high – decibel, out-of-the box advertising by Pepsi- “nothing official about it”
The real growth for both Pepsi and Coke can come from increasing the market. Though the battles over market share continue to rage and Hrithik Roshan and Shahrukh Khan will fight it out, the future will belong to the one that has its eye on per capita consumption. It’ll obviously be market growth over market share.
Looking at the different strategies adopted by both these companies one can that Pepsi has adopted challenged strategy to counter its ‘competitor’ the Coke. Whatever the outcome of the clash between the soft drink giants. There is no doubt that both Pepsi, that has declared bankruptcy twice in the past, and coke, that
- 13 -
launched as a caramel colored syrup in 1886.Will spring many more surprises on the Indian consumer leaving him wondering whether his cola is the “Right Choice” or whether “it’s the real thing”? .14 - .
Hyderabad Beverages Pvt. heads Hyderabad Beverages Pvt. when Pepsi was launched in Hyderabad on 7th march 1991. Mr.It undertakes the bottling and distribution functions for the company. S. is an operating franchises for Pepsi foods India Limited since 1991. is also responsible for local advertising and other promotional activities . marketing. Jaipuria. It has tieups with the local bottling companies. Hyderabad Beverages Pvt. and distribution of the product depends on the sole discretion of Hyderabad Beverages Pvt Ltd. Ltd. sales. uses the indirect market channel. Ltd.15 - . Ltd under takes production operations such as “Bottling of soft drinks”. Hyderabad beverages Pvt .Ltd.The day to day administrative activities is also carried out on an independent basis. It supplies its products through various outlets by the .K. chairman.PROFILE OF HYDERABAD BEVERAGES PVT . Hyderabad Beverages Pvt Ltd. They have their own products units.LTD Pepsi mostly supplies its products through franchises.
3. uses almost the same type of distribution channels in the various market with slight variations in the mode of transportation etc. Market distribution of various brands of Hyderabad Beverages Pvt. 1. Ltd. Ltd. Distribution channels for credit outlets: . The distribution channels for various markets can be outlined thus 1. Distribution Channels for city market: Factory –carrying forward agents..retail system. Up country markets [districts] 3. City market 2.16 - . Credit outlets Hyderabad Beverages Pvt.Dealer or distributor-retailer-consumer 2. It adopts 3-way market distribution for supply of brands. Distribution channels for the country market: Factory-Carrying forward agents-Local distributionRetailers-consumer.
Pepsi has introduced Rs 75 crores for pet bottles. in the US.. The head quarters of Pepsi foods is situated in down town Delhi.. . Pepsi Co Inc. In1992-1993 the total investment in India Organics Ltd. Pepsi foods entered the Indian Market in 1990’s is a joint venture with Voltas and Punjab Agro.17 - . Limited was launched over a hundred years ago. though it entered the international market with a move to Russia only in 1959.. Limited owns Pepsi foods.Factory-outlets-consumers ORGANISATION PROFILE OF PEPSI: Pepsi Company Inc. Today Pepsi is one of the largest Multinational companies with a turnover of 22 billion dollars of allots business worldwide. the company plans to bridge this gap quickly by adding its own bottling plants an at the same time increasing the capacities of the existing plants. since Pepsi’s market reach is small.
Pepsi claims to be “The worlds favorite salty snacks company always providing great value to consumers. Chennai. It has bottling facilities (both owned & franchised) located in various parts of the country.18 - . 900 crores or more in lieu of its plans to increase its market share. has its concentrate. and Ahmedabad. Snacks. The company intends to spend RS..The company plans have 4 company-managed operations at Mumbai.” . The company has three business divisions. fruits processing facilities in the Punjab state. • Beverages • Exports • Foods Pepsi foods Ltd. Kolkata.
The consumers for the selection of the soft drink either go for brand loyalty or they choose a brand based on retailer’s advice. hence marketers are now spending money on consumers research that . In this way the individual might be trying to choose or cater to his perception of his guests preference. User Consumer is the heart of any marketing agency. There are few buyers who buy in bulk for parties. A brand can convey up to six levels of meanings 1. Personality 6.19 - . Benefits 3. Culture 5. Attributes 2. Values 4.AN OVERVIEW OF CONSUMER BUYING BEHAVIOR Consumer buying behavior refers to the buying behavior of the final consumer. individuals and households and who buy the goods and services for personal consumption.
How does the buyer make purchasing decision? Marketing Stimuli Product Price Place Promotion Other Stimuli Economic Technological Political Cultural .cultural. personal. The marketer’s task is to understand what happens in the buyer’s black box or consciousness between the arrival of outside stimuli and the buyers purchase decision (buyer’s black box model). A MODEL OF BUYING BEHAVIOR: A consumer’s decision to purchase a particular product or service is the result of complex interplay of variables. The buyer’s characteristics task decision process leads to certain purchase decisions. How do the buyers characteristic.includes the study of what they buy. when they buy. and how often the consume or use it. social. Marketing and environmental stimuli enter the buyer’s consciousness.20 - . how often they buy. psychological influence buying behavior? 2. They must answer two questions- 1.
21 - . sex.Buyer’s Black Box Buyer Buyer Charact.Decision eristics process Buyer’s Response Product choice Brand choice Dealer choice Purchase timing Purchase amount CHARACTERISTICS BEHAVIOR: AFEECTING THE CONSUMER Consumer behavior is affected by a host of variables ranging from personal motivations. professional status to social influences of various kinds exerted by family friends. colleagues and society as a whole. The combinations of these various factors produce a different impact on each one of us manifested in our different behavior as consumers. the learning process and personality characteristics are the similarities. perceptions. socio-economic and cultural backgrounds. personality characteristics. attitudes. which operate . age. Psychological factors such as individual consumer needs and motivations. needs attitudes & values.
across the different types of people and influence their behavior. . Among the social influences affecting behavior we can classify the influences of family friends.22 - . CULTURAL FACTORS: These exert broadcast and influence on consumer behavior. leaders and social class to which the consumer belongs. MODEL OF FACTORS INFLUENCING CONSUMER BEHAVIOUR B CULTURAL U SOCIAL Culture Sub-Culture Social Class Y PERSONAL Reference groups Family Roles & Status E PSYCHOLOGICAL Personality Age & Life cycle stages Occupation Income Lifestyle R C H A R A Motivation Perception Learning Beliefs & Attitudes A.
Jainism. perception. wants and behavior learned by a member of society from family and other important institutions.e. 2.23 - . Religion – Hinduism. 3. Social Class: These are relatively homogenous and enduring division in a society which are hierarchically ordered and whose members share similar values. Subculture: Each culture contains small subculture i. group of people with shared value system based on common life experiences and situations. Islam.. . Markets should always try to spot cultural shifts in order to discover new products that might be wanted. Christianity.1. middle and lower class. interests and behavior such as upper. Italian. Ex: Nationalities – Indian. and European. Culture: The set of basic values. American.
Each role carries a status reflecting the general esteem given to it by the society. The importance of reference group influence varies across products and brands. a. Roles & Status: A role consists of activities that a person is expected to perform according to the persons around him or her. b. roles & status. dissociative group and opinion leaders. secondary group. SOCIAL FACTORS: A consumer’s behavior is also influence by social factors like reference groups. People . 2. 3. Reference Groups: A person’s reference group consists of all the groups that have a direct or an indirect influence on the person’s attitude or behavior.B. family.24 - . 1. Family of procreation consists of one’s spouse and children. Family: Family members constitute the most influential primary reference groups shaping up buyer’s behavior. aspirational group. Family of orientation consists of one’s parents. These include primary group.
attitude towards spending verses saving. Income: Borrowing power. 2. C. Marketers often define markets in terms of the life cycle stage. personal income determines the purchasing motive of the customer. PERSONAL FACTORS: Consumer’s purchase decisions are also affected by his personal characteristics such as age. 1. his overall self-concept. Life Style: A person’s pattern of living as expressed by his activities.25 - . 4. Occupation: A person’s consumption pattern is influenced by his/her occupation whether it include blue-collar workers and white-collar workers. 3. . sex. and stage in family life cycle. Age & Life Cycle Stage: People buy different goods & services over their lifetime.choose products that communicate their role and status in society. interests and opinions influence consumer behavior.
Some needs are biogenic and others are psychogenic. learning. 1. we mean the person’s distinguishing psychological foundations that lead to relatively consistent and responses to his or her environment. selective distortion. organizes and interprets information inputs to create a meaningful picture of the world. and selective retention. 2.26 - . These needs are useful for the marketer to identify what generic level needs. . perception.5. D. Motivation: A person has many needs at any given time. There are three aspects of perception – selective exposure. PSYCHOLOGICAL FACTORS: A person’s buying choices are also influenced by four major psychological factors – motivation. beliefs & attitudes. Personality & Self Concept: By personality and selfconcept. his product is capable of fulfilling and accordingly positions his product and backs it up with relevant marketing inputs. Perception: Perception is the process by which an individual selects.
they learn. 4.3. The buyer senses a difference between his existing state and his actual state desired. Problem Recognition: The consumer buying process starts when the buyer recognizes a problem or need. Learning: When people act. Learning describes changes in an individual’s behavior arising from experience. idea or practice is belief and enduring and learning to act in a particular consistent way with regard to a given object or idea is attitude. thirst or external stimuli like advertisement. . CONSUMER DECISION PROCESS A decision is the selection of an action from two or more choices. 2. The need can be triggered by internal stimuli like hunger. Beliefs and Attitudes: Through acting and learning acquit their beliefs and attitudes that is a descriptive thought that an individual has about a product. service. Information Search: An aroused consumer will be inclined to search for more information . There are five stages in buyers decision process- 1.27 - through personal.
post purchase product use and . the consumer will experience some level of satisfaction or dissatisfaction. 3. 5. Competing brands and their features. The marketer’s job doesn’t end when the product is bought but continues into the post purchase actions. Through gathering information the consumer learns about competing brands and their features..e. b) Unanticipated situational factors. A company must strategies to get its brand into consumer’s choice set. the consumer forms preferences among the brands in the choice set.28 - . brand image.commercial. Evaluation of Alternatives: Consumer evaluates product judgments based on conscious and rational basis. The consumer may also form an intention to buy the most preferred intention and purchase decision –a) Attitude of others. The consumer develops brand beliefs about where each brands stands on each attribute i. public or experiential sources. Purchase Decision: In the evaluation stage. Post purchase Satisfaction Or Cognitive Dissonance: After purchasing the product. 4.
29 - . MODEL OF BUYER DECISION PROCESS Problem Recognition Information search Evaluation of alternatives Attitudes of others Purchase Decision Purchase intention Unexpected situational factors Post purchase Behavior .disposal. A dissatisfied consumer may either take public or private action.
To identify the age group which consume the soft drink more. To find out the most popular point of purchase. which influence towards brand choice.30 - . The scope of the project could be broadened if the project duration is extended and the team strength be raised.OBJECTIVE OF THE STUDY The study has been conducted in twin cites and the respondents chosen randomly. . The primary objective of the report is to study the attributes. To find out the top of the mind awareness level of soft drink among consumers. To find out the medium which is most effective in reaching the consumers. which may restrict the scope and complexity of the study. To identify the factors influencing the consumption pattern. To find out the relative position of various brands in market. which a consumer considers important while taking decision to purchaser soft drink. 3. 6. 4. 1. 7. To know what are the factors. The sample size has been limited to 100. 2. 5.
METHOD – Convenience and . RESEARCH INSTRUMENT – The research instrument used was a questionnaire backed by personal interview for data collection. SAMPLING judgmental. SAMPLE AREA – Sample size of 100 members comprised of and different areas of twin cities.31 - .RESEARCH METHODOLOGY RESEARCH DESIGN – It involves survey of consumers. SAMPLE SIZE – 100 for consumers. understanding the market and changing trends by Data Survey DATA SOURCE – The primary data was collected from the consumers and secondary data through various mediums.
LIMITATIONS The survey was conducted in twin cities only. some errors may have been crept in. because of time and financial constraints. due to which consumption of soft drink was influenced. The survey was conducted in starting of summer.32 - . Hence the data may not be representation on the entire population. . So there was a seasonal constraint. The consumers/customers sample size is 100 (male-60 and female-40). so the data collected can be generalized. Even though every care is taken to formulate the questionnaire.
33 - . AWARENESS OF BRANDS: BRANDS PEPSI THUMS UP COKE MIRINDA MAAZA 7 UP SPRITE TOTAL MALE 18 22 7 4 5 2 2 60 FEMALE 12 15 3 2 5 2 1 40 AWARENESS OF BRANDS S O F SPRITE T MAAZA D R I COKE N K PEPSI S 0 5 10 15 20 25 FEMALE MALE NO.ANALYSIS & INTERPRETATION 1. OF RESPONDENTS .
A high percentage of all brand awareness has been noticed and few consumers were unaware of less popular brands.34 - . MOST CONSUMED BRAND BRANDS PEPSI THUMS UP COKE MIRINDA MAAZA 7 UP SPRITE MALE 16 26 7 1 2 3 FEMALE 7 11 6 2 7 2 POSITION OF DIFFERENT BRANDS N O . 2. O F R E S P O N D E N T 30 25 20 15 10 5 0 PEPSI COKE MAAZA SPRITE MALE FEMALE BRANDS .
3. FACTORS INFLUENCING PURCHASE DECISION: Attributes AVAILABILITY PRICE TASTE MALE 5 3 39 FEMALE 4 3 27 3 4 ADVERTISEMENT 3 FLAVOUR 9 PURCHASE INFLUENCING FACTORS 15% 5% 8% 5% AVALIABILITY PRICE TASTE ADVERTISEMENT FLAVOUR 67% The attributes accorded the highest priority are taste with 67% and flavor & availability followed recording 15% & 8% respectively. followed by PEPSI.35 - . .THUMS UP has been the favorite brand both among the consumers of either sex.
4.36 - . . BRAND PREFERENCES: Ratings EXCLEMENT VERY GOOD GOOD MALE 15 17 28 FEMALE 14 17 9 RATING OF PREFFERED BRAND 25% 47% EXCELLENT VERY GOOD GOOD 28% Most consumers have rated their preferred brand good but not very good (or) excellent.
FREQUENCY OF CONSUMPTION: Frequency Consumption DAILY THRICE A WEEK WEEKLY OCCASIONALLY SEASONALLY of MALE FEMALE 12 15 12 14 6 3 8 13 13 4 FREQUENCY OF CONSUMING 10% 23% 22% DAILY THRICE A WEEK WEEKLY 20% 25% OCCASIONALLY SEASONALLY Occasional consumption frequency has been found to be on a high note.5.37 - . . A transition has been identified in their frequency of consumption from being consumed seasonally to being consumed weekly.
6. BRAND SWITCHING: Brand Switching YES NO MALE FEMALE 34 27 24 15 Reasons MALE FEMALE 8 Due to non-availability of regular 10 brand Due to non-availability of chilled 6 drink For tasting different flavor Influenced by friends Other reasons 15 3 - 2 11 3 - .38 - .
SHIFTING OF BRANDS N U M B E R O F R E S P O N D E N T 35 30 25 20 YES 15 10 5 0 MALE FEMALE NO GENDER Brand switching have been identified and the primary reason has been the propensity to taste different flavors.39 - . .
40 - . PACKING: Packing 200 ml 300 ml 500ml 1 lt 1.7.5 lt FOUNTAIN TINS 0 MALE FEMALE .5 lt 2 lt TINS TETRA PACK MALE 27 5 3 3 8 3 FEMALE 16 7 2 3 1 2 1 3 FOUNTAIN GLASS 1 TYPE OF PACKAGE % O F R ES P O N D E N T 30 25 20 15 10 5 200 ml 500 ml 1.
8. 300 ml is loosing popularity. OF RESPONDENTS MALE MALE FEMALE Majority consumers have said the price as reasonable and considerable chunk have rated price as being high which is of concern.41 - . . PRICE RATINGS: Rating HIGH REASONABLE LOW MALE 24 35 1 FEMALE 14 25 1 40 30 20 10 0 HIGH LOW RATINGS NO.200 ml is fast moving quantity.
9.42 - . EFFECTIVE MEDIUM FOR ADVERTISEMENT: MEDIUM NEWS PAPER TELEVISION MAGAZINE HOARDINGS POSTERS GLOW BOARDS MALE 9 43 1 1 2 SIGN 3 FEMALE 4 32 2 2 1 N U M B E R O F R E S P O N D E N T 45 40 35 30 25 20 15 10 5 0 NEWS PAPERS MAGAZINE MEDIA TYPE POSTERS MALE FEMALE .
TELEVISION has been rated the most effective medium with NEWSPAPERS (print media) following up. 10.43 - . ADVERTISEMENT APPEAL : AD APPEAL MODEL/CELEBRITY GOOD SLOGAN IS GOOD THEME IS GOOD SPONSERED GOOD EXECUTION IS GOOD EVENT MALE IS 12 FEMALE 7 18 16 IS 4 13 12 5 9 4 .
11. with theme of concept next most appealing.44 - .LIKING ASPECT IN AN AD 15% 7% 20% 27% 31% MODEL/CELEBRITY IS GOOD SLOGAN IS GOOD THEME IS GOOD SPONSERED EVENT IS GOOD EXECUTION IS GOOD Good catchy slogan is the most likable Ad appeal. PHRASE INFLUENCE: Phrase Influence YES NO MALE 53 7 FEMALE 36 4 .
OF RESPONDENTS .45 - .Brands PEPSI THUMS UP COKE MIRINDA MAAZA 7 UP SPRITE MALE 19 10 7 4 2 1 10 FEMALE 4 6 8 3 1 4 IMPRESSIVE SLOGANS 60 50 40 30 20 10 0 MALE FEMALE YES NO NO.
THUMS UP & COKE followed respectively.46 - . PEPSI slogan is voted the most effective. .MOST LIKED SLOGANS [Male Respondents] 10 1 2 4 7 PEPSI THUMS UP COKE MIRINDA 19 10 MAAZA 7 UP SPRITE MOST LIKED SLOGANS [Female Respondents] 1 3 4 14 8 6 PEPSI THUMS UP COKE MIRINDA MAAZA 7 UP SPRITE Present slogans are found to be catchy hence impressive.
Bottling plant are to be set hygiene standards ensuring the brand image does not suffer any onslaught. Since taste is the most important criteria the drink can be made palatable to Indian taste by bringing out more effervescent version of price. Rusting of crows has been noticed which led to broken edges.SUGGESTIONS Keeping in view the limitations and findings the following suggestions are put forth.47 - . More knowledgeable and health conscious consumers didn’t consider the drink a good value for money. . Diet conscious consumers should be provided low caloric drinks at reasonable cost. Compulsive buying has been found generating negative feelings and is weaving away potentials that are not loyalists.
which were not available from the company. . as switching problem doesn’t arise in theaters.48 - .Instead of tall promises. Frequent buyers should be recorded and rewarded accordingly. on the spot gifts is preferred considering Indian culturing. Pepsi clubs should be established in college canteen thus promoting his brand also sponsoring of college fete at various levels would establish the brand among youth. Inadequate product promotion in case of 7-up has been noticed which could be a good potential. Ad films are displayed in film shows. There has been a demand for umbrellas from retailers. as the habits tend to continue for life.
. • Taste has been found to be the most important factor influencing purchase decisions High brand awareness has been noticed among consumers.49 - .CONCLUSIONS • From the findings of the study it can be inferred that the demand for soft drinks is occasional with the maximum sales being in summer. • Television is the most effective medium followed by newspapers. • The company’s catchy slogan is the most appealing in ad films. • Bakeries have grown to be the popular outlets for soft drink consumption. • 15-24 age group contributes a large percentage of sales and hence younger generation is the focus of soft drink consumption.
• 300 ml pack is popular among consumers. Disliked. • Retailers rate behavior of company’s sales people very good. • Retailers were reluctant for exclusive outlets. • Consumers preferred film stars and cricketers endorsing their preferred brand. • The company’s brand has been rated low on fuzziness and hence less suitable to south Indian palate accustomed to spices. . 2 lt.• Sales promotion programs of the company are popular among consumers with gifts being the most preferred. 500 ml. • Brand switching is prevalent among majority consumers. • Retailers abstained from recommending any brand of soft drink to customers.50 - .
Which brands of soft drinks are you aware of? Pepsi [ ] Thums Up [ ] Maaza [ ] 7 UP  Coke [ ] Mirinda [ ] Sprite [ ] All  2. Which brand of soft drink you have consumed the most? Pepsi [ ] Thums Up [ ] Maaza [ ] 7 UP  Coke [ ] Mirinda [ ] Sprite [ ] 3. How often do you consume soft drinks? Daily  Thrice a week [ ] Seasonally  Weekly [ ] Occasionally [ ] 6. Do you shift from one brand to another brand? Yes [ ] No [ ] . How do you rate the preferred brand of soft drink? Excellent [ ] Very Good [ ] Good [ ] 5. Availability  Price [ ] Flavor [ ] Taste [ ] Advertisement [ ] 4. What attributes and factors influence your purchase of soft drinks? (Order of Preference).51 - .APPENDAGES QUESTIONNARIE FOR CUSTOMERS/CONSUMERS 1.
52 - . state the reason: a) Due to non-availability of your regular brand [ ] b) Due to non-availability of chilled drink c) For tasting different flavors d) Influenced by friends    e) Other Reasons __________________________ 7.5 Litre [ ] 2 Litre [ ] Tins [ ] Tetra Pack [ ] Fountain Glass [ ] 8. Rank the media in the order of effectiveness for advertising of soft drinks Newspapers [ ] Television [ ] Hoardings [ ] Posters  Magazines  Glow Sign Boards [ ] 10.If Yes. How do you rate the present price of soft drinks? High [ ] Reasonable [ ] Low [ ] 9. What appeals to you in the advertisement of the preferred brand? Model/Celebrity is good [ ] Theme of concept is good [ ] Slogan is good [ ] Sponsored event is good [ ] Execution (Photography/still) is good [ ] . Which is the package that you prefer most? 200ml [ ] 300ml [ ] 500ml [ ] 1 Litre [ ] 1.
apni akal lagao [ ] Taaza Mango. Light & Easy   NAME OF RESPONDENT: ________________________ GENDER: Male [ ] Female [ ] OCCUPATION: ___________ EDUCATION: ___________ INCOME APPROX: ________________________________ ADDRESS: _______________________________________ _______________________________________ _______________________________________ Ph No: Off: _____________ Res: __________________ Please ‘tick’ your age 10 – 15 15 . Do you think the present slogans are impressive? Yes [ ] No [ ] If Yes.11. Maaza Mango Cool. which of the following PEPSI COKE THUMS UP MIRINDA SPRITE MAAZA 7 UP Yeh Dil Mange More Aahaa!  Jo Chahe Ho Jaye Coca Cola Enjoy! [ ] Taste the Thunder Zor Ka Jhatka Dheere Se Lage   Dikhavon pe na jao.24 25 .53 - .34 35 & above .
Newspaper: ……….54 - .Philip Kotler & Gary Armstrong..com 6.. Principles of Marketing …………. Marketing Management …………. 2.com ……….BIBILOGRAPHY 1.Tull Donald & Hawkins 4.V. Consumer Behavior …………Schiffman Leon & Kanuk Leslie 5.The Economic Times .S. Namakumari 3.pepsico.pepsi.www.. Marketing Research ………….www. Internet: ………. Ramaswamy & S.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.