MKRH

TERM -3

Submitted by FAS Group-2

Abhro Sinha Biswas (17F103)
Manikandan V (17F119)
Semraan Aquil (17F135)
Tushar Sharma (17F149)
Arun A R (17F208)
Nishant Dwivedi (17F224)

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BACKGROUND

In a highly competitive soft drink industry, with new players emerging during every season bringing
in a variety of flavours and ingredients, consumers are spoilt for choice. Consumer retention becomes
an important objective for any firm in such a market. Coca Cola wishes to study how loyal it’s
consumers are when it comes to soft drinks and their product in particular so we can know what
factors are important for our existing consumers to prevent them from switching and what factors can
be changed to gain more market share.

EXECUTIVE SUMMARY

The study primarily focuses on the exploratory and descriptive phases of market research over a wide
range of people in T.A.Pai Management Institute.

The following objectives are studied over a sample of 30 members:

 How frequent consumers have soft drinks Formatted: Font: (Default) Times New Roman
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 To gauge the effect of various factors of a product which affect purchase of a product 0.25" + Indent at: 0.5"
 How important is brand name to consumersconsumers?

The study involves of screening of people who are eligible for this market research. 3 Focus Group
discussions are conducted to understand the consumer behaviour with respect to soft drinks.
Qualitative data is then analysed and surveys/questionnaires are then conducted in the descriptive
stage to determine the factors affecting consumer loyalty. Formatted: Font: Not Bold, No underline

Management Decision Problem - Formatted: Font: Not Bold, Italic, No underline

Do we (Coca cola) need to come up with new strategy to enhance brand loyalty?

Marketing Research Problem: Formatted: Font: Not Bold, Italic, No underline

Problem Identification phase:

EXPLORATORY Formatted: Underline

Are customers loyal to Coca cola?

DESCRIPTIVE Formatted: Underline

What factors determine consumer loyalty for a soft drink? Commented [p1]: Please write only one problem statement
Formatted: Underline
What factors make customer loyal to Coca cola? Formatted: Underline
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Problem solving phase: Commented [p2]: This will not be feasible given we have only
two months to complete the project.
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Depending on the responses and results of problems identification, problem solving phase
(Exploratory, Descriptive, Causal) will be built on.

METHOD OF DATA COLLECTION Commented [p3]: Separate this for each phase
Formatted: Underline
1. Exploratory PhaseXPLORATORY PHASE Formatted: Underline
1. -FGD will be conducted and Audio-visual recording for the same will be done.FGD
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2. Questionnaire
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FGD SCREENING QUESTIONS Formatted: Indent: Left: 0.5", Line spacing: Multiple 1.08 li,
No bullets or numbering
 Did you have soft drink in last 3 months? Formatted: Font: (Default) Times New Roman
Formatted: Underline
 Do you know some brands of soft drinks?
 How often do you drink soft drinks?
 Have you ever had Coca cola? Formatted: Font: Italic

Characteristics of Respondents HARACTERISTICS OF RESPONDENTS Formatted: Font: Not Bold, Italic

Formatted: Font: Not Bold, Italic
 Age group: 10 to 45 years Formatted: Font: Not Bold

 Gender: Any Formatted: Font: Not Bold

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 Geography: TAPMI, Manipal
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 Income status: Any Formatted: Font: Not Bold
 Tentative sampling: Random sampling method (As the product is consumed by almost
everyone/known to everyone)
 Sample size: 30 members distributed over 3 FGD’s Formatted: Font: Not Bold
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
Formatted: List Paragraph, Bulleted + Level: 1 + Aligned at:
0.25" + Indent at: 0.5"
Focus Group Discussion Formatted: Font: Not Bold, Italic

1. How many brands of soft drinks have you tried?

2. Which is your most preferred brand?
3.2. Why do you prefer that brand? Formatted: Font: (Default) Times New Roman

4.3. What according to you is the most important factor to decide your drink?

Follow up questions of question 34:

What should Coca Cola do in order to satisfy (the factor given by respondent in the above question)?

Factors: Price, Availability, flavour, health quotient, advertisements

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If none of the above factors are mentioned, then cues will be given to prompt and see which of these
factors are important to them.

5.4. What comes to your mind when you see the advertisement of Coca cola?
6.5. If your preferred brand is not available in one shop and there is another shop nearby, would
you walk to the other shop or buy whatever is available in the current shop?
7.6. In case of a new product release, would you try that brand or stick to your current brand?
7. Would your preference change during promotional events of any other brands?

PROJECTIVE TECHNIQUE Formatted: Underline

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Formatted: Line spacing: single, Numbered + Level: 1 +
Numbering Style: 1, 2, 3, … + Start at: 1 + Alignment: Left +
Aligned at: 0" + Indent at: 0.25"
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Numbering Style: 1, 2, 3, … + Start at: 1 + Alignment: Left +
Aligned at: 0" + Indent at: 0.25"
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1. Can you identify 5 brand ambassadors of the above brand?
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bullets or numbering
2. Can you tell one tag line that the above brand came up?
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3. When you think of having a cold drink you ……………….. Formatted: Font: (Default) Times New Roman
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bullets or numbering
4. You like to have coke while …………………………….
Formatted: Font: Bold
5. According to you a person having a coke is ……………………. Formatted: Line spacing: single
Formatted: Font: Not Bold, Underline

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8. Formatted: Font: (Default) Times New Roman, Underline
Formatted: Numbered + Level: 1 + Numbering Style: 1, 2,
TENTATIVE PLAN FOR ANALYSISentative plan for Analysis: 3, … + Start at: 1 + Alignment: Left + Aligned at: 0" +
Indent at: 0.25"
Formatted: Underline
 Prepare transcripts and identify keywords
 Pool keywords into various buckets based on the 4 P’s of marketing
 Use frequency distribution technique to find out the most influential factor for consumer
loyalty

(Based on arrival at factors, problem solving would be planned.)

Formatted: Font: Italic

Descriptive phaseESCRIPTIVE PHASE Formatted: Font: (Default) Times New Roman, Italic

-Questionnaire survey using online forms Formatted: Font: (Default) Times New Roman, Italic
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Characteristics of Respondents Formatted: Font: Not Bold
Formatted: Normal, Indent: First line: 0.44", No bullets or
CHARACTERISTICS OF RESPONDENTS numbering
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 Age group: 10 to 45 years Formatted: Font: Not Bold
Formatted: Indent: Left: 0.49"
 Gender: Any
Formatted: Indent: Left: 0.44"
 Geography: TAPMI, Manipal
Formatted: Font: Not Bold
 Income status: Any Formatted: Font: Not Bold

 Tentative sampling: Random sampling method (As the product is consumed by almost Formatted: Font: Not Bold
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everyone/known to everyone)

Survey questions will be framed after data analysis of exploratory phase. Formatted: Font: Not Bold
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Statistical analysis of data will be done on various parameters using data analytics tools. Formatted: Font: Not Bold

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Commented [p4]: Write methodology for descriptive phase as

well