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CHAPTER - I
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.
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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 80’s 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 B’s 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.
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thinking and acting locally. At the heart of this approach is their bottling system. it has to be produced. KGF 4 . and. Before any one of their nearly 300 brands is consumed by anybody around the world. of course. Aquaguard stored into both offices and up market homes across the country. packaged and distributed. Their bottling partners are local companies - some independently owned. About Bottling : One of their great strengths is our ability to conduct business on a worldwide scale while maintaining a local approach. their bottling system has to be the best. about twice as high as the most effective cylindrical task filters. good neighbors. producers of the world's GOVERNMENT FIRST GRADE COLLEGE. Today Aquaguard is priced at Rs. They are employers. purchasers of local goods and services.290. Since they reach six billion consumers in nearly 200 countries. some partially owned by The Coca-Cola Company .so they are rooted in their communities. 5.Consumer Behaviour Backed by heavy advertising and Eureka Forbes’ legendary direct selling strength.
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
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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.
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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
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Fresca® and TAB® joined brand Coca-Cola in the 1960s. By the time World War II began. permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business. Guatemala.5ounce Contour Bottle. Mexico. Italy and South Africa. Cans were also introduced. becoming generally available in 1960. Mr. 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.S. followed by GOVERNMENT FIRST GRADE COLLEGE. Belgium. Coca-Cola was being bottled in 44 countries. 1940s … Post-war growth : During the war. consumers had choices of Coca-Cola package size and type of the traditional 6. or larger servings including 10. Pibb® and Mello Yello® were added in the 1970s. KGF 8 . 1960s … New brands introduced : Sprite®. 1950s … Packaging innovations : For the first time. 12 and 26ounce versions. Honduras. The 1980s brought diet Coke® and Cherry Coke®. Plants were opened in France. Many of these war-time plants were later converted to civilian use.Consumer Behaviour bottling operations outside the U. Fanta®.
Consumer Behaviour Powerade® and Fruitopia® in the 1990s. the Company invested heavily to build plants in Eastern Europe. Such customers required a new approach. GOVERNMENT FIRST GRADE COLLEGE. more than $1. retail customers of The Coca-Cola Company merged and evolved into international megachains. After the fall of the Berlin Wall. 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. 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. many small and medium-size bottlers consolidated to better serve giant international customers. In response.5 billion was committed to new bottling facilities in Africa. KGF 9 . 1990s … New and growing markets : Political and economic changes opened vast markets that were closed or underdeveloped for decades. As the century closed.
arch-rival coca-cola. GOVERNMENT FIRST GRADE COLLEGE. Cool drinks. This year. As was true a century ago. The summertime marketing mania : Every year when summer comes with vengeance. Not to be outdone by Pepsi’s strategy can mania. KGF 10 . This heritage serves the Company well today as consumers seek brands that honor local identity and the distinctiveness of local markets. the effect on sales of that particular brand will be shown within next 24 hours. being a seasonal product sell shortly. strong locally based relationships between Coca-Cola bottlers. which is promoting its orange drink Fanta. the presence of multinational biggies added to the action. 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.Consumer Behaviour 21st Century … Think local. act local : The Coca-Cola bottling system grew up with roots deeply planted in local communities. just six months in a year. If a brand is weak on a certain day. because when a consumer buys a soap or a cigarette that ends the marketing story. marketers of summer products go berserk.. but cool drinks have to be collected back i. bottles.e.
Says a Pepsi official. 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. Their prime target is the 13-25 age group.Consumer Behaviour staged a number of road shows in Mumbai. Pepsi. it tied up with the RPG group to launch the Canada Dry hunt. Pepsi flagged off its ‘Cool Cool Summer’ with rip-off ad in a leading newspaper.” Not surprisingly. ice-creams and other beverages. KGF 11 . “The idea was to generate fun and excitement around Pepsi cans at the right places. The coupon got GOVERNMENT FIRST GRADE COLLEGE. most summer marketers keep their focus sharply on youngsters while planning events. tide up with leading ice-cream parlours. Participants had cars and were given pagers on which clues would be sent. for instance. in Chennai. music shopper pizza joint. departmental stores and restaurants where customers were offered free cans if they spent more than a specified amount on purchases. 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. Much of the summer marketing craze is restricted to marketers of so-called summer products-soft (cool) drinks. Yet others got a rub-off on their sales. In March.
summer may be the cruelest season. a bottle can register sales of any where between Rs. Rival Coca-Cola. In other words. instead of Rs. Break up of cost per bottle : Typically a bottle costs between Rs.3. In the capital.3. but it is good time to push your brand.50 to 4 in the packing. In fact. KGF 12 .15. and the youngsters came in droves-Pepsi says it redeemed over 100. which is focusing on Fanta this summer. Schweppes launched a scheme where it encouraged people to donate an orange for orphanages around Chennai and get a bottle of crush free.000 coupons in Mumbai alone. The velocity with which the bottle circulates is often the key to profits. calls it programme ‘the Electric Fanta Vacation’ and kicked it off with a Fanta Film Festival in Mumbai.4 and its life is estimated at between 30 and 40 refills.7.5 to Rs. it encouraged people to exercise their franchise.26 a years. good intentions are part of ‘summer marketers’ briefs this year. But cut through the clutter and the message is clear.24 to Rs. GOVERNMENT FIRST GRADE COLLEGE. It wants to support the’ green generation’ and have a pledge to grow more trees and save the earth. on an investment of Rs.Consumer Behaviour customers a can for Rs.
Limca. Coke was the first bottle cool drink in India. chemical and water – 10Ps concentrates – 20 Ps. cost of bottle – 10 Ps. modernization of facilities and expansion. the Parle’s came into the market and bottled their product in the same plant. This adds up to 162 Ps and against this the net realization per bottle is in the region of Rs.1. Maaza and Citra.80 per bottle. Orange based and Clear Drinks. the break-up of costs shows otherwise. The surplus left is not considered adequate enough to provide for a reasonable return of investment. sugar – 15 Ps. A note on history of cool drinks : Basically there are four types of bottled cool drinks which are Cola. Excise duty. It was very popular till it left in 1977 when the Janata Government came to power in India. GOVERNMENT FIRST GRADE COLLEGE. Just after coke left. transport – 10 Ps.Consumer Behaviour Though the perception of the average consumer as hefty price paid for little value. manufacturing expenses and depreciation – 10 Ps. Parle products are Thums Up. Gold Spot. sales tax and other tax – 90 Ps. Lemon based. The history of cool drinks can be traced way back to the 1970’s. KGF 13 .
the former being bottled by the Khoday’s the close competitor to Parle’s being the Pepsi Foods Ltd. Cocacola loss ads proved to be Pepsi’s gain.. including the Thums Up. Their products are Lehar Pepsi. Lehar Miranda. For. 150 Crores the Company’s overall market share has dropped from 60% to 56%. whose brands improved from GOVERNMENT FIRST GRADE COLLEGE. of Delhi which came to the market in 1990. Lehar 7up. But the tom-terms appear to have been hauled out early this season. KGF 14 . The other leading bottled cool drinks through not aerated is Bejois being the product of Jagadale’s which is strong competitor to the parle’s product Maaza (non aerated). Gold Spot and Citra brands for Rs.Consumer Behaviour Subsequently Campa Cola was introduced in 1987 to the market with Torino. GROWTH AND PROSPECTS : The Indian cool (soft) drinks market : Winters are an unlikely time for cola wars. as both Coca-cola India and Pepsi Foods India launched high decibel promotions aimed at increasing the visibility of their respective brands. Lehar Slica and Soda. Pepsi’s pesky punch line however is the least of Coca-cola’s woes. two years after it returned to the country and bought up Parle’s business.
a whopping 81% was allocated to cake alone. On the country’s best marketing companies.68 crores on television ads during this period. According to study connected by a major Delhi-based advertising agency.99 crore on television spots in the first nine months of 1995. 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. with only a 20% market share. GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour 30% to 41% in the same period. And Gold Spot. though still the leader in the orange segment has lost mot of it fizz. In the cola segment. 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. The former Parle brands still retain 30%. Of this. compared to around 9% in 1993. All this may well have contributed to the change of guard at the helm of Coca-cola in July 95. Coca-cola spent Rs 26. Pepsi mean while spent a piffling Rs 6. but flagship coke comes in a poor third. Pepsi ranked 7th while coca-cola came in 13th position. KGF 15 .5% share of the soft drinks market. has seen its market share drop to 16% today. with a mere 4. Coca-cola problems don’t end there.
Consumer Behaviour Besides such promos. While that’s only a fraction of Coca-cola’s budget. The multinational is also negotiating with some of its international bottlers to invest in bottling and marketing operations in India. Priced at around Rs 15. the good news is that the market itself is growing pretty steadily. KGF 16 . Certainly the success of its latest “nothing official” campaign clearly proves that assertion. GOVERNMENT FIRST GRADE COLLEGE. At that time. as against 3 servings in 1993 when coke was re-launched. coca-cola is understood to have finalized plans to launch the real thing in cans. Per capita annual consumption of soft drinks has risen to 3. It has already set aside nearly Rs 8 crore for its advertising programme in the run-up to the during the world cup. the 330 ml cans are slated to hit the market by middle of the year. the industry as a whole sold 120 million cases a year. While both Coke and Pepsi slugged it out for larger shares of soft drinks market.a figure that grew to 140 cases by the end of 1995. Rival Pepsi isn’t setting idle either.5 servings today. a Pepsi spokesman contends that “Large had spends do not necessarily mean a successful strategy”.
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.Consumer Behaviour Interestingly. Cadbury Schweppes. KGF 17 . For instance. GOVERNMENT FIRST GRADE COLLEGE. one thing is clear: it will certainly add more fizz to the country already frothing soft drinks market. there are new comers thirsting for a larger piece of the action. Though figures and strategies are being kept tightly under wraps. is hoping to expand its operation nationwide by summer. whose crush orange drink was confined to Delhi and Mumbai until now.
GOVERNMENT FIRST GRADE COLLEGE. defines and measures their magnitude. “Think and serve the customer”. marketing can be identified as the business function that identifies unfilled need and wants. 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. decide as appropriate product. services and programs to serve these markets and calls upon every one in the organization to.Consumer Behaviour PART – B : ABOUT SUBJECT MEANING AND DEFINITIONS : MARKETING : Marketing is so basic that it cannot be considered as a separate function. KGF 18 . The above statement by Ducker clearly puts fourth the importance and insensibility of marketing in the overall functioning of the organization normally. determine which target markets the organization can best serve.
marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target markets.Consumer Behaviour Marketing is no longer “the art of selling what you make. Mental forces create desires and wants and the consumers feel that products offered by manufacturers can satisfy that GOVERNMENT FIRST GRADE COLLEGE. price. 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 4’p’ s as proposed by M. place and promotion’. CONSUMER BEHAVIOUR Introduction : Every marketing activity revolves around the customer.C. but what to make” it has been rightly said that while great devices have been made in the marketing department. He is the focal point. Carty ‘product. In the early stages of economics evaluation. the customer had to accept what producer had produced. KGF 19 . To achieve the desired objectives in marketing a set of marketing tool are utilized by marketers. 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.
Meaning : Consumer behavior is the process “where by individual decide what. one must understand buyer behavior. Therefore. for marketing success or failure depends on target consumers individual and group reaction expressed in the form of buying patterns. of the user of the product may be influence. decider. he has to choose between the wants and select the products according to the priority of consumption. Hence. when. 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. place and promotion”. in order to undertake the marketing program among different segments. price.Carty. where. KGF 20 . the marketing management must find out as to. and the purchaser. the many possibilities can be collected into group of variables know as the 4 ‘P’ as proposed by M.C. GOVERNMENT FIRST GRADE COLLEGE. To understand marketing. “Product.Consumer Behaviour want. Involved or only one number may do all the four tasks. how and form whom to purchase goods and services”.
such as walking through the market to examine merchandise. KGF 21 . social environment plays an important role in shaping buyer behavior. the chief characteristics of buyer behavior are: 1. Buyer behavior is reflected from awareness right through postpurchase. Buyer behavior involves both individual (Psychological) process and group (Social) processes.” 1. 2. 2. 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. Thus. It consists of the Mental and Physical activities which consumers undertake to acquire goods and services and obtain satisfaction from them. and making a GOVERNMENT FIRST GRADE COLLEGE. Consumer behavior basically social in nature. It includes both observable physical activities. Hence.Consumer Behaviour Buyer behavior is defined as “All psychological. Buyer behavior includes communication. 3. 4. purchasing and consumption behavior.
and learning to prefer particular brands. and otherwise market may be lost. which may provide some explanation as to “why people behave as they do”. study of those disciplines. The customer is regarded as a block box as we cannot see what is going on his mind. as well as by external or environmental influences such as the family. social groups. KGF 22 . sociology. He responds to the stimuli or inputs and may purchase some product or service of interest to the marketing GOVERNMENT FIRST GRADE COLLEGE. management needs to adjust with the change. psychology and anthropology. potential customers are subjected to various stimuli.Consumer Behaviour purchase and mental activities such as forming attitudes. is required.constantly changing therefore. culture. 4. Consumer behavior is very complex and dynamic too. 3. such disciplines are economics. To achieve a better understanding of the consumer behavior. The individual specific behavior in the market place is affected by internal factors sue as needs. Determinants of consumer behaviour : Buying behavior is a process. perceiving advertising materials. perception and attitudes. motives. economic and business influences.
2.. Feed-back loop The objective of the process is of course expected satisfaction or service. and preferences as affected by buying process and buyer’s actions such as patronage brand or store loyalty positive or negative influences upon other? Potential buyer purchasing responses are: choice of product. Output are buyer’s attitudes. Marketing mix is the marketing effort in product. Processing 3. KGF 23 . Promotion appeals are through advertising reference groups. Outputs 4. Inputs. Under the systems view of buyer behavior. and sales-promotion. The model of buyer is a stimulus – response model. GOVERNMENT FIRST GRADE COLLEGE. we have 1.Consumer Behaviour management. opinions. quantities etc. brand. price. dealer. Buying power is the ability to participate in the exchange activity. marketing mix and other factors. Inputs include buyer power. promotion and distribution appeals. Response may be decision to purchase or not to purchase. feelings.
Reference group. Patronage rational motives External influences on consumer behaviour : External or inter – personal influences on buyer behavior are: 1. Family 2. 1. Culture. The family can exert considerable influence in shaping the pattern of consumption and indicating the decision-making roles. KGF 24 . Emotional product motives 2. Personal values. It can be classified in to four: 1. 3.Consumer Behaviour Buying motive : A motive is a derive or an urge for which an individual seeks satisfaction through the purchase of the product. Social class. Rational product motives 3. attitudes and buying habits have been shaped by family influences you can notice the GOVERNMENT FIRST GRADE COLLEGE. and 4. Patronage emotional motives 4. Family : Most consumers belong to family group.
decider. 3. and lower classes. upper middle. evaluation and attitude formation. The members of the family play different roles such as influence. buyer behavior is influenced by the small groups to which the buyer belongs. GOVERNMENT FIRST GRADE COLLEGE. economic or professional groups and buyer uses to evaluate his or here opinions and belies. purchaser and user in the buying process. 2.Consumer Behaviour brand used by a new housewife in kitchen are similar to those favored by her mother. KGF 25 . Reference group is useful self- marketing management is familiar with social classes consumer’s buying behavior is determined by the social class to which they belong or to which they aspire rather than by their income alone. As a predicator of consumption patterns. we have three distinct social classes. the housewife may act as a mediator of products that satisfy wants and desires of the children. buyers can get advice or guidance in his or here own thoughts and actions from such small groups. Broadly speaking. Social class : Sociology points out the relationship between social class and consumption patterns. Reference groups are the social. Reference group : The concept of reference group is borrowed from sociology and psychology.
Culture influence is a for shaping both patterns of consumption and patterns for decision making from infancy. 4. GOVERNMENT FIRST GRADE COLLEGE. morale. whereas consumers of lower class have essentially non-rational purchased and show limited sense of choice making. Culture : Culture represents an overall all social heritages. usually stress rationality. habits and forms of behavior that are shared by a society and transmitted from generation to generation within that society. customs.Consumer Behaviour consumer belonging to middle. KGF 26 . exhibit greater sense of choice making. a distinctive form of environmental adaptation by a whole society of people. values. attitudes. It includes a set of learned belief.
A CASE STUDY CONDUCTED AT KOLAR DISTRICT”. 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. 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.Consumer Behaviour CHAPTER .II RESEARCH DESIGN TITLE OF THE STUDY : “CONSUMER BEHAVIOUR TOWARDS COCA-COLA DRINKS. GOVERNMENT FIRST GRADE COLLEGE. STATEMENT OF THE PROBLEM : Cool drinks. being a seasonal summer product are sold strongly from February to August in a year. KGF 27 .
5. 4. To understand the consumers attitudes with respect to cool drinks. To provide suggestions when ever found necessary. To determine the brand preference of cool drinks among the consumers. GOVERNMENT FIRST GRADE COLLEGE. term. 2. b) Brand : A brand is name. It is on area for potential exchanges. To determine the brand awareness of cool drinks among the consumers.Consumer Behaviour The study also helps Coca-cola drinks to obtain suggestions regarding product improvement and service. 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. Definitions of concepts used in the study : a) Market : It is the aggregate demand of the potential buyers for a product or services. KGF 28 . OBJECTIVES OF THE STUDY : 1. To determine the effectiveness of advertisements in increasing demand of cool drinks. 3.
satisfaction regarding promotional strategies of cool drinks.Consumer Behaviour c) Cool Drink : Sweet carbonated beverage. attitudes or behaviour”. permitted colour. GOVERNMENT FIRST GRADE COLLEGE. quality of the products. 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. containing added flavour. They survey was conducted from. permitted preservatives but contain no fruit juice. 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. SCOPE OF THE STUDY : This study covers the level of satisfaction relating to the taste. KGF 29 . The study is done to analyze the opinion of consumer towards the cool drinks. The overall consumer’s opinion survey on cool drinks and is restricted to Kolar District only.
Secondary data: Catalogs. Analysis & interpretation of data. Chapter scheme.Consumer Behaviour REVIEW OF LITRATURE : Title of the study. OPERATIONAL DEFINITIONS OF CONCEPTS : • Marketing • Consumer behaviour GOVERNMENT FIRST GRADE COLLEGE. Research design. KGF 30 . Certificates. Primary data : Observation method 2. Journals. HYPOTHESIS : 1. Magazines. Background of the study. Past records of company. Recommendations. Findings. Bibliography.
but according to the primary survey the more respondents are of 16-25 years. The questionnaire consists of number of questions written in a definite order on a form. The fieldwork lasted for a period of three weeks. were visited the distributors was interview. METHODOLOGY : The Methodology used in this study convenience sampling. In this study questionnaire are presented with exactly the same wording and in the same order to all the respondents. The survey includes all kinds of age groups. The distributor them selves filled some questionnaires approximately 30 minutes were spent in filling one questionnaire. professions. The questionnaire is given to the respondents who are expected to read. The study is random sampling where each and every item in the population has an equal chance of includes in the sample. but the number of respondents are 50 only. social classes etc. The survey conducted was for 60 members.Consumer Behaviour SAMPLING : 100 respondents outlets. understand and write down in the space meant for the purpose in the questionnaire itself. KGF . The remaining forms are rejected because of 31 GOVERNMENT FIRST GRADE COLLEGE.. Personally and the researchers field the questionnaire. located in different areas of Kolar District.
GOVERNMENT FIRST GRADE COLLEGE. The responders were analyzed quantitatively tabulating the responds of each factor under questionnaire system. 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. In this 28 belong to the age group of 16-25 years. The secondary data is collected from books and BUSINESS WORLD MAGAZINES. KGF 32 . Primary data Secondary data PLAN OF ANALYSIS : The data is collected through questionnaires with regard to the perception of respondents. 18 in the age group of 26-35 years.Consumer Behaviour irrelevant answer. TYPES OF RESEARCH PLUS TOOLS FOR DATA COLLECTION : The tools used for the primary data collection is purely questionnaires. Sources of data : Data was collected based on two sources. and 4 in the age group of 35 years and above.
e. Chapter : 3 Company Profile : It shows the detailed information of the company and its Business Operations. 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 : 4 Data Analysis and Interpretation : It defines the survey conducted with Graphical Representation of Company Products.Consumer Behaviour REFERENCE PERIOD : The reference period of this study was 30 days i. 1 month.. KGF 33 . GOVERNMENT FIRST GRADE COLLEGE.
Appendices and Annexure : It’s a copy of Questionnaire. GOVERNMENT FIRST GRADE COLLEGE.. web sites and the text books etc. It particularly represents the Merits and Demerits about the product. Bibliography : It is the reference made from internets. KGF 34 . Chapter : 6 Recommendations and Suggestions : It helps to take out some unwanted information’s by giving suggestions.Consumer Behaviour Chapter : 5 Summary of Findings and Conclusions : Here.. it finds the problems of the company & Justifies it.
Early growth was impressive. act local GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour CHAPTER . but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today.III COMPANY PROFILE INCEPTION : Coca-Cola® originated as a soda fountain beverage in 1886 selling for five cents a glass. 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. KGF 35 .
It shows a bungee jumper plunging off a click a pick up a Thumps up bottles from a truck passion below. Thums up’s 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.Consumer Behaviour Changes brought about by the company : THUMS UP: BRINGING BACK THE THUNDER. “I WANT MY THUNDER” GOVERNMENT FIRST GRADE COLLEGE. the popular India cola. KGF 36 . Thums up is ready to hit the spotlight. has been replaced by a slightly different yet equally catchy line. and the old line. Two-anda-half years after the US multinational bought all parle brands from Ramesh Chauhan. the thunder is ready to rumble again. “Taste the Thunder”. lurking around in the shadows for some time now.
CITRA and BISLERI SODA. 7 Crores with approximate annual turn over of Rs. Are the present bottlers in Bangalore? It was started in 1986. 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. LIMCA. They were the market leaders before PEPSI came in (i. They are authorised bottles for Coca-Cola. 44/1. A new strategy adopted by them is the Consumer research programmes. THUMS UP.e. Bangalore – 24. 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. May 90) and are trying to get back to no. They approximately occupy 35% of market share with the investment of Rs.Consumer Behaviour SERVICE PROFILE OF COCA-COLA COMPANY : Coca-cola : For the Coca-Cola BRINDAVAN BEVARAGES. GOLDSPOT. Hebbal. Personnel Manager Sales Manager ORGANISATIONAL CHART Manager Finance Plant General Sales Executives GOVERNMENT FIRST GRADESales Area COLLEGE. Bellary Road.1 position. 10 Crores. KGF Manager 37 Route Agents . However this strategy was a total failure.
KGF PACKING OF FINISHED PRODUCTIN WOODEN SHELLS 38 FINISHED PRODUCT STORED IN THE BONED WEAR HOUSE READY SALE . COZ FORMING CORBONATED BEVERAGES FINISHED PRODUCT INSPECTION GOVERNMENT FIRST GRADE COLLEGE.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.
GOVERNMENT FIRST GRADE COLLEGE, KGF
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 glamour’s and big budget advertisements. Chennai, Kerala, Hyderabad and Bangalore. It is being so
successful in very short time because of its challenging marketing strategy.
GOVERNMENT FIRST GRADE COLLEGE, KGF
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.
GOVERNMENT FIRST GRADE COLLEGE, KGF
We will practice self-discipline and own responsibility for our actions. GOVERNMENT FIRST GRADE COLLEGE. trustworthy. and a sense of belonging. and fair in all our dealings. experimentation and learning at all levels within the company with a view to achieving excellence and competitiveness.Consumer Behaviour Innovation and Creativity : We believe in striving for improvement in every activity involved in our business by pursuing and encouraging risk-taking. We commit to be loyal and devoted to our organization. Integrity : We believe in a commitment to be honest. KGF 42 . We will treat each other with dignity and respect and strive for individual growth and realization of everyone's full potential. Respect for the Individual : We value our people. Trust and Team Spirit : We believe in achieving harmony in work life through mutual trust. We will strive for building empowered teams to work towards achieving organizational goals. co-operation. transparency.
Its products are LEHAR PEPSI. Market Share : COKE is also one of the best Brands in the field of soft drinks Products. which is the principal company introduced to market its products in May 1990.Consumer Behaviour We will comply with all requirements so as to ensure that our organization is always worthy of trust. 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. KGF 43 . LEHAR 7UP. LEHAR TEAM and SODA. LEHAR MIRANDA. There bottling plants in south being GOVERNMENT FIRST GRADE COLLEGE. PEPSI’s : The Pepsi Foods Ltd.. LEHAR SLICE.
The tables of each question are prepared and analyses based on the questions prepared in the questionnaire. Hear the data collected from respondents were checked processed tabulated analysed using percentage and inference is drawn. KGF 44 .IV DATA ANALYSIS AND INTERPRETATION The questionnaires were collected from all respondents and tabulations were based on the primary data present in the forms. This chapter mainly deals with the analysis of data relating to consumer behaviour towards Coca-Cola cool drinks. ANALYSIS AND INTREPRETATION : Analysis of consumer behaviour towards Coca-cola soft drinks in Kolar District.Consumer Behaviour CHAPTER . Graphical respondents like LINE DIAGRAMS.. This includes the study of awareness of branding attribute they look for purchasing frequency of purchasing satisfaction of branding etc. BAR DIAGRAMS ARE USED in the interpretation of the data. GOVERNMENT FIRST GRADE COLLEGE.
1 Table showing the age group of the respondents. 13% of the respondents lie between the 11-15 age group. d. 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. c. of respondents 11 13 36 17 23 100 No. 17% of the respondents lie between the 21-25 age group. b. GOVERNMENT FIRST GRADE COLLEGE. e.Consumer Behaviour CONSUMER STUDY OF COCO-COLA : TABLE NO. 36% of the respondents lie between the 16-20 age group. KGF 45 . 11% of the respondents lie between the 5-10 age group. 23% of the respondents lie under the group of 26 yrs and above. Age Factor 5-10 11-15 16-20 21-25 26 & above Total No. it is found that : a.
1 Graph showing the age group of the respondents. KGF 46 . of Respondents 25% 20% 15% 11% 10% 5% 0% 10-May 15-Nov 16-20 Age factors 21-25 26 & above 13% 23% 17% GOVERNMENT FIRST GRADE COLLEGE. 40% 36% 35% 30% No.Consumer Behaviour GRAPH NO.
GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour TABLE 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. of respondents 40 60 100 No. 60% were females. KGF 47 . 2 Table showing the sex of the respondents Age Factor Males Females Total No.e.
2 Graph showing the sex of the respondents 40% Males Females 60% GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour GRAPH NO. KGF 48 .
3 Table showing the income category of the respondents Age Less than 5000 5000-1000 1000 & above Total No. KGF 49 . GOVERNMENT FIRST GRADE COLLEGE. 14% of the respondents belong to the less than 5000 income category. 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. 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.Consumer Behaviour TABLE NO.
3 Graph showing the income category of the respondents 50% 45% 40% No.Consumer Behaviour GRAPH NO. of Respondents 35% 30% 25% 20% 15% 10% 5% 0% Less than 5000 14% 46% 40% 5000-1000 Age 1000 & above GOVERNMENT FIRST GRADE COLLEGE. KGF 50 .
KGF 51 . 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.Consumer Behaviour TABLE NO. GOVERNMENT FIRST GRADE COLLEGE.
of Respondents 40 30 20 10 40 60 Males Females 0 0 Yes Sex No 0 GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour GRAPH NO. 4 Graph showing the consumers of Cool drinks 60 50 No. KGF 52 .
Among the females. KGF 53 . 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.Consumer Behaviour TABLE NO. 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) GOVERNMENT FIRST GRADE COLLEGE.
of Respondents 24% 20% 16% 15% 14% 10% Males Females 9% 10% 5% 0% Accreted Cool Drinks Cool drinks consumed Both GOVERNMENT FIRST GRADE COLLEGE. 5 Graph showing the type of Cool drinks consumed 30% 27% 25% No. KGF 54 .Consumer Behaviour GRAPH NO.
GOVERNMENT FIRST GRADE COLLEGE. 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. 5% prefer accreted drinks from the fizz. 4% consumer accreted drinks for their status & the rest. 2% consumer for all the above reasons. 2% prefer accreted drinks for all the above reasons. 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. KGF 55 . 1% prefer due to the status & the rest.Consumer Behaviour TABLE NO. Among the females: 24% prefer accreted drinks for thirst-quenching purpose. 16% prefer accreted drinks from the fizz. 11% prefer accreted drinks for the taste.
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 GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour GRAPH NO. KGF 56 . 6 Graph showing the reasons for consuming accreted drinks 30% 25% No.
7 Table showing the reasons for consuming Cool Drinks. 2% prefer for other reasons. GOVERNMENT FIRST GRADE COLLEGE. Among the females: 19% prefer the drinks for thirst quenching purpose. 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. KGF 57 .8% 2% ANALYSIS: The table above shows that : Among the males: 8% prefer Cool Drinks for thirst quenching purpose. 12% prefer it for the taste. 28% prefer it for the taste. 22% prefer the drink for health reasons. 8% prefer this drink as they believe it to be health drink.Consumer Behaviour TABLE NO.
KGF 58 .Consumer Behaviour GRAPH NO. 1% 12% 12% Thirsting Health drink Taste drink Others 75% GOVERNMENT FIRST GRADE COLLEGE. 7 Graph showing the reasons for consuming Cool Drinks.
GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour TABLE 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. KGF 59 . 8 Table showing the awareness of Coca-Cola Cool drinks Awareness Yes No Total No.
8 Graph showing the awareness of Coca-Cola Cool drinks 90% 80% 70% No. KGF 60 .Consumer Behaviour GRAPH NO. of Respondents 60% 50% 40% 30% 20% 10% 0% Yes 86% 14% No Awareness GOVERNMENT FIRST GRADE COLLEGE.
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. 9 Table showing the no. KGF 61 .Consumer Behaviour TABLE NO. Among the females : 43% have tasted the Cool Drink & 17% have not tasted it. GOVERNMENT FIRST GRADE COLLEGE.
of respondents who have tasted Coca-Cola 45% 40% 35% 35% No.Consumer Behaviour GRAPH NO. KGF 62 . of Respondents 30% 25% 20% 15% 10% 5% 0% Yes 43% 17% Males Females 5% No Factors GOVERNMENT FIRST GRADE COLLEGE. 9 Graph showing the no.
KGF 63 .Consumer Behaviour TABLE 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 23 47 0.6% got to know through other reasons.6 100% Source Advertisement Bill boards Friends At purchase pts Others Total No. 10 Table showing the source of awareness of Coca-Cola Percentage (%) 2.9 0. GOVERNMENT FIRST GRADE COLLEGE.69% got to know through the bill boards 23% got to know through friends 47% got to know at purchase points & the rest 0.
KGF 64 .6 Others GOVERNMENT FIRST GRADE COLLEGE. of Respondents 35 30 25 20 15 10 5 0 Advertisement 2.9 23 47 0.69 Friends Sources 0. 10 Graph showing the source of awareness of Coca-Cola 50 45 40 No.Consumer Behaviour GRAPH NO.
KGF 65 . 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. GOVERNMENT FIRST GRADE COLLEGE. 11 Table showing the awareness that Coca-Cola is a soft drink Percentage (%) 34% 52% 86% Percentage (%) 6% 8% 14% Sex Males Females Total Yes 34 52 86 No. Among the females : 52% were aware that Coca-Cola is a soft drink 8% were not aware that Coca-Cola is soft drink.Consumer Behaviour TABLE NO.
GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour GRAPH NO. KGF 66 . 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.
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. KGF 67 . 64% would prefer Coca-Cola after they got to know that Coca- Cola was soft drink. GOVERNMENT FIRST GRADE COLLEGE. Factors Yes No Total No. 12 Table showing the awareness of the respondents who are aware that Coca-Cola is a Cool drink. 36% have not changed their mid about the product.Consumer Behaviour TABLE NO.
KGF 68 . 36% Yes No 64% GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour GRAPH NO. 12 Graph showing the awareness of the respondents who are aware that Coca-Cola is a Cool drink.
13 Table showing the awareness of the quantity of the Coca-Cola Soft drinks Factors Yes No Total No.Consumer Behaviour TABLE NO. GOVERNMENT FIRST GRADE COLLEGE. 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. KGF 69 .
KGF 70 . of Respondents 50% 49% 48% 48% 47% 46% Yes Factors No GOVERNMENT FIRST GRADE COLLEGE. 13 Graph showing the awareness of the quantity of the Coca-Cola Soft drinks 52% 52% 51% No.Consumer Behaviour GRAPH NO.
GOVERNMENT FIRST GRADE COLLEGE. KGF 71 .Consumer Behaviour TABLE NO. Among the females : 71% of them stopped consuming the product because of the quantity 40% of them have not bothered about the quantity. 26% of them have not bothered about the quantity. Sex Males Females Total 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. 14 Table showing the behavior of the respondents regarding quantity.
of Respondents 30% 25% 20% 15% 10% 5% 0% Yes Factors No 13% 7% 26% Males Females 40% GOVERNMENT FIRST GRADE COLLEGE. KGF 72 . 45% 40% 35% No. 14 Graph showing the behavior of the respondents regarding quantity.Consumer Behaviour GRAPH NO.
Consumer Behaviour TABLE NO. KGF 73 . 15 Table showing the availability of the Coca-Cola Soft drink. GOVERNMENT FIRST GRADE COLLEGE. 46% of the respondent have said that the drink was not easily available at retail out lest. 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.
15 Graph showing the availability of the Coca-Cola Soft drink.Consumer Behaviour GRAPH No. 54% 54% 52% No. of Respondents 50% 48% 46% 46% 44% 42% Yes Factors No GOVERNMENT FIRST GRADE COLLEGE. KGF 74 .
KGF .Consumer Behaviour TABLE NO. 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. 16 Table showing the different flavors preferred by the respondents. GOVERNMENT FIRST GRADE COLLEGE.
Consumer Behaviour GRAPH 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 GOVERNMENT FIRST GRADE COLLEGE. KGF 76 . 16 Graph showing the different flavors preferred by the respondents. 40% 35% 30% No.
Consumer Behaviour TABLE NO. KGF 77 . Factors Yes No Total No. 17 Table showing the positioning the product. 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 GOVERNMENT FIRST GRADE COLLEGE.
40% Yes No 60% GOVERNMENT FIRST GRADE COLLEGE. KGF 78 .Consumer Behaviour GRAPH NO. 17 Graph showing the positioning the product.
KGF 79 .Consumer Behaviour TABLE NO. Time Fore Noon After Noon Evening Total No. GOVERNMENT FIRST GRADE COLLEGE. Majority of the consumers are Afternoon & Evening time consumers. 40% of them prefer in the Afternoon & remaining 40% prefer in the Evening Time. 18 Table showing the time for consumption. 20 % are the forenoon consumers. of Respondents 20 40 40 100 Percentage (%) 20% 40% 40% 100% ANALYSIS : Above table shows that out of 100 respondents.
of Respondents 25% 20% 15% 10% 5% 0% Fore Noon 20% After Noon Time Evening GOVERNMENT FIRST GRADE COLLEGE. KGF 80 . 40% 40% 40% 35% 30% No.Consumer Behaviour GRAPH NO. 18 Graph showing the time for consumption.
19 Table showing respondents desirable places for consumption Places Restaurant Cinema Hall College Canteen Parlours At home In the Office Total No. 30 prefer College Canteen. 12 prefer Cinema Hall. Majority of the respondents are restaurant.Consumer Behaviour TABLE NO. College Canteen. 12 prefer Parlours. 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. KGF 81 . GOVERNMENT FIRST GRADE COLLEGE. 6 are at Home and 4 in office.
Consumer Behaviour GRAPH NO. of Respondents 20% 15% 12% 10% 12% 12% 5% 4% 0% Restaurant College Canteen Places At home GOVERNMENT FIRST GRADE COLLEGE. KGF 82 . 19 Graph showing respondents desirable places for consumption 30% 30% 30% 25% No.
20% of the respondents through Friends and 4% of them through others. No. 4% of the respondents through Radios. 20 Table showing the different Medias through which consumer gain knowledge about specific brands. 8% of them through Magazines.Consumer Behaviour TABLE NO. Medias TV Radio News Paper Magazines Friends Others Total ANALYSIS : Above table depicts that out of 100 respondents 56% of them gain knowledge through TV’s. Majority of the respondent gain Knowledge through TV’s & Friends. 8% through News Papers. of Respondents 56 04 08 08 20 04 100 Percentage (%) 56% 04% 08% 08% 20% 04% 100% GOVERNMENT FIRST GRADE COLLEGE. KGF 83 .
Consumer Behaviour GRAPH NO. 60% 56% 50% No. of Respondents 40% 30% 20% 20% 10% 4% 0% TV Radio 8% 8% News Paper Magazines M edias Friends GOVERNMENT FIRST GRADE COLLEGE. 20 Graph showing the different Medias through which consumer gain knowledge about specific brands. KGF 84 .
New Brands Yes No Total No. of Respondents 52 48 100 Percentage (%) 52% 48% 100% ANALYSIS : In the above table. KGF 85 . 48% are not interested to prefer New Brands available in the Market.Consumer Behaviour TABLE NO. Majority of the Respondents like to try New Brands. 21 Table showing the respondents classification based on the try out of new Brands available in the Market. GOVERNMENT FIRST GRADE COLLEGE. out of 100 respondents 52% prefer trying out New Brands.
21 Graph showing the respondents classification based on the try out of new Brands available in the Market. 48% 52% Yes No GOVERNMENT FIRST GRADE COLLEGE. KGF 86 .Consumer Behaviour GRAPH 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.Consumer Behaviour TABLE NO. 22 Table showing the respondents using the favorite alternative brand Alternative Brand Yes No Total No. KGF 87 . GOVERNMENT FIRST GRADE COLLEGE. Majority of the Respondents prefer to go for an Alternative Brand.
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 GOVERNMENT FIRST GRADE COLLEGE. KGF 88 .
Consumer Behaviour CHAPTER . • Majority of the respondents would choose Frooti as their alternative brand.V SUMMARY OF FINDINGS & CONCLUSION • Majority of the respondents are males. • Majority of the respondent prefer to have soft drinks in Restaurant. • Majority of the respondents are in the age group of 16 to 25 years. KGF 89 . • Majority of the respondents prefer soft drinks advertisement through the TV Media. College Canteen. • Majority of the respondents would like to go for new Brand.. • Majority of the respondents are interested in consuming Cool Drinks. • Majority of the respondents would like to go for a alternate brand. • Majority of the respondents are having fresh fruit Juice and Soft drink. • Majority of the respondents prefer soft drink in the Afternoon. GOVERNMENT FIRST GRADE COLLEGE. • Majority of the respondents belong to Middle Class. • Majority of the respondents are students.
• 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. GOVERNMENT FIRST GRADE COLLEGE. • Majority of the respondents are students and private employees (Males). • Majority of the respondents are males and prefer TV media for advertisement of cool Drinks. • Majority of the respondents would like to have soft drink in the after noon and are middle class consumers.Consumer Behaviour • Majority of the respondents are impressed by COKE Ads in the TV. KGF 90 .
GOVERNMENT FIRST GRADE COLLEGE. So the company should concentrate on introducing a new varieties / Flavour of cool drinks.VI RECOMMENDATIONS AND SUGGESTIONS It can be concluded that overall response of the consumers towards Coca-Cola drinks is satisfactory. most of them prefer natural type of Fruit drinks. KGF 91 . most of the respondents still prefer different flavored cool drinks. Though. Consumers are satisfied with the company’s aerated drinks and its other Brands.Consumer Behaviour CHAPTER . Even though the company has introduced some new flavors. Cool drinks are largely preferred by the Youth’s who are in the age group of 16-25 years. 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. it is able to capture a part of the consumer market for its cool drinks. Though the consumers are satisfied with the company’s cool drinks and its other brands. Coca-Cola has entered the cool drinks market recently.
KGF 92 . Hence it can be concluded that only bottled soft drinks can be expanded. 4. The advertisements to repeat them to create an ever lasting impression common person. 3. or sports persons in TV advertisements should only be chosen as reference. The new brand with out aggressive promotional tools can not work out in the market. Market for bottled cool drinks is more rather then cans. 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 customer’s loyalty towards coca cola brand. Can be used as the most powerful tool for promoting cool drinks. GOVERNMENT FIRST GRADE COLLEGE.Consumer Behaviour SUGGESTIONS : 1. 2. 5. TV being the most popular media of mass communications. 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.
fast moving cool drinks to extend these brands as well as the product. tattoos and other free small gifts to children’s. 9. so as to catch the eyes of the customer who view the ad to taste the cool drink. As the company’s major competitor is PEPSI. 12.Consumer Behaviour 6. GOVERNMENT FIRST GRADE COLLEGE. 8. other. the company should compete with PEPSI’s market. If the company gives attention in changing the caption once in a while it will be better. The advertisement should be improved. 7. It is welcome for the company to go for healthy competition. 10. new. Point of purchase of cool drinks should be improved by displaying attractive and striking advertisement to attract consumers. To increase sales of cool drinks the company should introduce many complimentary like sticker. flavoured. Company should introduce many. 11. gifts to adult etc.. KGF 93 .
APPENDICES AND ANNEXURE QUESTIONNNARIE : “A STUDY OF CONSUMERS BEHAVIOUR TOWARDS COCA-COLA SOFT DRINKS”. ANANDA.Consumer Behaviour 13. P. ANANDA. I. It is welcome for the company to increase its sponsorship so as to increase the sales and to inspire the people towards its brands. Thanking you.F. the management student of Government First Grade College.G. K. KGF 94 . conducting a study on consumer behavior towards Coca-Cola soft drinks. 1. if you would kindly spare some time to answer my queries. Dear Sir/Madam. I will be grateful to you. your answers would be kept confidential. P. Name of the Respondent :______________________________ GOVERNMENT FIRST GRADE COLLEGE.
a) Yes 8. Age [ [ ] ] ] : b) 11-15 years d) 21-25 years [ [ ] ] a) 5-10 years c) 16-20 years e) 26 years and above [ 5.Consumer Behaviour 2. a) Male Gender [ ] : b) Female [ ] 4. [ [ ] ] b) Professional [ ] ] d) Private Employee [ Do you drink Soft drink : [ ] b) No [ ] What kind of Cool Drinks you prefer : 95 GOVERNMENT FIRST GRADE COLLEGE. Occupation a) Student c) Govt. Employee 7. Income Category [ [ : ] ] : b) 5000-10000 [ ] a) Less than 5000 c) 10000 and above 6. Address : ______________________________ ______________________________ 3. KGF .
] ] b) Health Drink d) Others [ [ ] ] [ How do you choose a cool drinks : [ ] b) Non. Are you aware of Coca Cola? [ ] b) No [ ] a) Yes 11. KGF 96 . a) Yes 12.Consumer Behaviour a) Thirst Quenching [ c) Taste Drink 9. Have you Tasted Coca Cola. Which soft Drinks have you heard of : [ [ ] ] b) 7 UP d) Slice [ [ ] ] a) Pepsi c) Miranda GOVERNMENT FIRST GRADE COLLEGE. d) At Purchase points [ ] Are you aware of Quantity of Coca Cola. [ ] b) No [ ] What are the source of Awareness of Coca Cola : [ [ [ ] ] ] b) Bill Boards [ ] a) Advertisement c) Friends e) Others 13. [ ] b) No [ ] a) Yes 14.Aerated [ ] a) Aerated 10.
Consumer Behaviour e) Frooti 15. Brand. KGF 97 . [ ] 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. 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 [ ] GOVERNMENT FIRST GRADE COLLEGE. a) TV c) News Paper e) Friends 18.
KGF 98 .Consumer Behaviour 19. a) Yes Would you like to try out a new Brand in Market [ ] b) No [ ] GOVERNMENT FIRST GRADE COLLEGE. Which alternative Brand would you buy __________________ 20.
cococola. MARKETING MANAGEMENT 9TH EDITION. MARKETING. 2.R.coke.com www. FUNDAMENTALS OF MARKETING. J. “CONSUMER BEHAVIOUR” by Suja. 2. www.india. LTD 1993.com GOVERNMENT FIRST GRADE COLLEGE. New Delhi: PERTICE HALL OF INDIA 1997.W ALTER. USA: MC GRAW HILL CO 1994 4. KGF 99 . WILLIAN STATION AND CHARLES ETZEL ANS BRUCE J.C GANDHI. PHILIP KOTLER. “CONSUMER BEHAVIOUR” by Schiffman and Kanuk Websites : 1.Nair 5.Consumer Behaviour BIBLOGRAPHY Text books : 1.A MANAGERIAL INTRODUCTION NES DELHI: TATA MC GRAW-HILL PUBLISH CO. 3.
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