I, Avinash D. Prajapati from S R Luthara Institute of Management, Surat, and here by declare that the project report has been undertaken as a part of 2 nd Semester of MBA syllabus of Gujarat Technological University, Ahmedabad. I declare that this report has not been submitted to any other university or institute for any other purpose.

Date: Place: - Surat ______________ Mr. Avinash D. Prajapati


_______________________________________________________________________ _ Project work is tedious work moment of joy & frustration interwoven in it. Many people have stood by me to my work completion. As a gesture of heartfelt thanks, I would like to express few words. I wish to express my thanks to S R Luthura Institute Management, who gave me the chance to do this project report on “Consumer Buying Behavior of Ganesh”. I wish to express my heartfelt gratitude to my internal guide Mr. Narendrasinh Devdhara whose Constant help and support at all stages of this project has enabled me to complete it. Last but not least, I thank to all those who have helped me directly or indirectly during the course of this project.


_______________________________________________________________________ It is an exacting moment for me to present this project report. The proper care was taken while organizing the project report so that it is easy to read and understand about my survey on “Consumer Buying Behavior of Ganesh” in Bardoli region. Ganesh product is one of the drinks used almost in Bardoli, Valod and Mahuva. It is excellent source for the thrust. The Ganesh Soda Factory is one of the largest processed beverage industries and its production has been steadily increasing. This study was conducted to know the people buying behavior and consumption pattern towards soft drink in Bardoli city, as all people is the target customer of the Ganesh. It is desirable to have few insights about their buying behavior and consumption pattern. People enjoy drinking soft drinks as energy drink at the time of snack and social occasion generally.



Chapter No. 1 2 3

Topic Industry Profile Company Profile Research Methodology Objective of the study Research design, Sample design, Data collection tools Limitation of study

Page No. 2 6 18

4 5 6 7 8 9

Data Analysis and Interpretation Findings Conclusion Recommendation Bibliography Questionnaire

25 35 36 37 38 39



This is to certify that the project entitled “consumer buying behaviour of Ganesh Soda Factory”” is a genuine Interim report carried out by “Avinash Prajapati” of S. R. Luthra Institute of management, Surat at Bardoli, Surat. He has given good performance through out the training period. I wish him all the best for his bright career.

Shantilal V. Chapaneriya


CHAPTER – 1 Introduction
 Industry Profile Company Profile


Industry Profile
Definition of the Industry
Soft drinks by definition are carbonated drinks that are non-alcoholic. Carbonated soft drinks are also refereed to as soda, soda pop, pop, or tonic. The Soft Drink Industry consists of establishments primarily engaged in manufacturing non-alcoholic, carbonated beverages, mineral waters and concentrates and syrups for the manufacture of carbonated beverages. Establishments primarily engaged in manufacturing fruit juices and noncarbonated fruit drinks are classified in Canned and Preserved Fruit and Vegetable Industry. Principal activities and products: • Aerated waters; • Carbonated beverages; • Mineral and spring waters; • Soft drink concentrates and syrup; and • Soft drink preparation carbonating.

1798 the term "soda water" first coined. 1835 The first bottled soda water in the U.S. in. 1850 A manual hand & foot operated filling & corking device, first used for bottling soda water in. 1881 The first cola-flavored beverage introduced. 1892 William Painter invented the crown bottle cap. 1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia. 1898 "Pepsi-Cola" is invented by Caleb Brad ham. 1899 The first patent issued for a glass blowing machine, used to produce glass bottles. 1919 The American Bottlers of Carbonated Beverages formed. Early 1920's The first automatic vending machines dispensed sodas into cups. 1923 Six-pack soft drink cartons called "Hom-Paks" created. 1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime Sodas" later called "7 Up". 1934 Applied color labels first used on soft drink bottles, the coloring was baked on the face of the bottle. 1952 The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold by Kirsch. 1957 The first aluminum cans used. 1959 The first diet cola sold. 1965 Soft drinks in cans dispensed from vending machines. 1965 The resealable top invented. 1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink Association.


1970 Plastic bottles are used for soft drinks. 1973 The PET (Polyethylene Terephthalate) bottle created. 1979 Mello Yello soft drink is introduced by the Coca Cola company as competition against Mountain Dew. 1981 The "talking" vending machine invented.

Introduction to soft drink in India:
India is one of the top five markets in terms of growth of the soft drinks market. The per capita consumption of soft drinks in the country is estimated to be around 6 bottles per annum in the year 2003. It is very low compared to the corresponding figures in US (600+ bottles per annum). But being one of the fastest growing markets and by the sheer volumes, India is a promising market for soft drinks. The major players in soft drinks market in India are PepsiCo and Coca-Cola Co. like elsewhere in the world. Coca-Cola acquired a number of local brands like Limca, Gold Spot and Thums Up when it entered Indian market second time. Pepsi Co’s soft drink portfolio consists of Miranda and 7Up along with Pepsi. The market share of each of the company is more or less the same, though there is a conflict in the estimates quoted by different sources. The major ingredient in a soft drink is water. It constitutes close to 90% of the soft drink content. Added to this, the drink also contains sweeteners, Carbon dioxide, Citric Acid/Malic acid, Colors, Preservatives, Anti Oxidants and other emulsifying agents, etc. A soft drink is a beverage, often carbonated, that does not contain alcohol. (Carbonated soft drinks are more commonly known as soda, pop, tonic, or soda pop in parts of the United States and Canada, or fizzy drinks in the U.K. sometimes called minerals in Ireland) The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard drink". The term "drink", while nominally neutral, often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit punch are among the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non-caloric sweeteners.


Types of soft drink in India:
Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption. Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. The market can also be segmented on the basis of types of products into cola products and non-cola products. Cola products account for nearly 61-62% of the total soft drinks market. The brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke, Diet Pepsi etc. Non-cola segment which constitutes 36% can be divided into 4 categories based on the types of flavors available, namely: Orange, Cloudy Lime, Clear Lime and Mango.

Soft Drink Production area:
The market preference is highly regional based. While cola drinks have main markets in metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks are popular in southern states. Sodas too are sold largely in southern states besides sale through bars. Western markets have preference towards mango flavored drinks. Diet coke presently constitutes just 0.7% of the total carbonated beverage market.


Growth promotional activities:
The government has adopted liberalized policies for the soft drink trade to give the industry a boast and promote the Indian brands internationally. Although the import and manufacture of international brands like Pepsi and Coke is enhanced in India the local brands are being stabilized by advertisements, good quality and low cost. The soft drinks market till early 1990s was in hands of domestic players like campa, thumps up, Limca etc but with opening up of economy and coming of MNC players Pepsi and Coke the market has come totally under their control.

Packaging of soft drink:
In the India, generally soft drinks are sold two liter, 1.5 liter, 500 ml, 200 ml, 100ml. In Australia soft drinks are usually sold in 375mL cans or glass or plastic bottles. Bottles are usually 390mL, 600mL, 1.25L or 2L. However, 1.5L bottles have more recently been used by the Coca-Cola Company.

Banning of soft drink:
In August 2006, after a controversial new report about the presence of pesticides in soft drinks sold in India, many state governments have issued a ban of the sale of soft drinks in schools. Kerala has issued a complete ban on the sale or manufacture of soft drinks altogether. In return, the soft drink companies like Coca Cola and Pepsi have issued ads in the media regarding the safety of consumption of the drinks. Since there is yet no enforcement [citation needed] of the agreed standards by Bureau of Indian Standards, the governing body to oversee the safety levels, in soft drinks in India, it is to be seen how this situation is to be resolved.



The Foundation:
The foundation was laid when a young boy in his teens-Vitthalbhai Mangubhai Chapaneriya -began his career selling aerated soft drinks made by Surat Hind Soda Factory. Shantilal son of Vitthalbhai had the tremendous vision to prove the competence of Indian brands.


It was this vision that laid the foundation of a new era in the Indian soft drink industry in the form of Ganesh Soda Factory which was to later come out with one of the phenomenal brands in Bardoli-Ganesh.

The Brand: GANESH
The brand name-Ganesh-was derived from the name of god. The brand has been given a new, contemporary look ever since it’s repositioning as a speciality drink in November ’99 with the catchy base line “TASTE OF LIFE”. In the last few years it has been seen that the consumption of carbonate beverages has grown in every segment of the market and it is consumed more people and the forecast do not show its showing down. Not only market has grown, consumption per head has also increased. The company is looking for its growth desirous, progressive with an open mind and ready to take on challenges. At present Mr. Shantilal V. Chapaneriy, Mr. Dipak S. Chapaneriya. is handling the whole company


Quality Approach:
- Delighting our customers: Customer satisfaction is our sole motto. Our identification of our customers includes every person who comes in the business with us. - Generating innovation and change: We understand that our market and our industry are fast changing and we accept that change and it brings the opportunity to grow and improve. That’s why we are proactive in raising new ideas and encouraging innovation in everything we do. The new Product introduce is gatagat ready to drink sorbet in three flavour Mango, Limbupani, Kalakhatta.


- Behaving with integrity and honesty: We operate our business in the same way we lead our personal life. We are honest, open and generous. This is a moral choice – but it is also a commercial imperative. Our market reputation depends on how we behave. To maintain the trust and confidence of our customers, suppliers, colleagues and employees we act with integrity at all times. And by acting with integrity, we in turn get the best from others.

- Valuing and trusting people: We recognize the importance of individuals and value their contribution. We are all team members and yet retain a strong personal accountability – and so we recognize and reward both individual and collective achievement in order to encourage further and greater achievement in future.

Distribution Line of GANESH
Distribution is an important function of any organization. Making the product available at the right place and at the right time with less cost is the key objective of any distribution Management Personnel. India is a vast country, reaching each consumer– therefore, becomes a very difficult task for any organization. A general two-tier distribution system followed by GANESH:

Factory 15

Retailers Consumers

The product of GANESH : Product / Brand Name
Ganesh Strong Soda Orango Masala Soda Limbuda Picnic Ginger Lemon Limbu Soda PET Soda

Packaging (24 Bottles per Crates)
300ml 250ml 250ml 250ml 250ml 250ml 300ml 300ml 600ml

Rate (Per Bottle)
4 Rs. 6 Rs. 6 Rs. 6 Rs. 6 Rs. 6 Rs. 6 Rs. 5 Rs. 12 Rs.


CHAPTER – 2 Main Studies
Introduction of the Topic


Consumer Buying Behavior:
Definition of consumer buying behavior:
The aim of marketing is to meet and satisfy target customer needs and wants. The field of Consumer behavior shows how individual, group and organizations select, buy, use and dispose of goods, services, ideas or experience to satisfy their needs and desires. To know consumer behavior and knowing customer is a complex thing. Ideology of customer is that they may say one thing but do not another. They may behave in a certain way, influenced by last minute change in their mind.

Types of consumer buying behavior:
There are four types of consumer buying behavior as under: 1. Complex buying behavior 2. Reducing buying behavior 3. Habitual buying behavior 4. Variety securing buying behavior

1. Complex buying behavior:
Complex buying behavior involves a three-step process. First, the buyer develops beliefs about their product. Second, he or she develops attitude about their product. Third, he or she makes thoughtful choice. Consumer engaged in complex buying behavior when they are highly in a purchase and aware of significant differences among brands. This is usually the case when the product is expensive, like an automobile.


2. Reducing buying behavior:
After the purchase the customer might experience dissonance that stems from noticing features or favorable things about other brands. So a marketer should provide supportive information which buyer feels satisfied.

3. Habitual buying behavior:
Many products are bought under condition of low involvement and the absence of significant brands differences, e.g. salt. Consumers have little involvement in this product category. They go to the store and reach to the brand, if they keep reaching for some brands; it is out of habit, not strong brand loyalty. There is good evidence that consumer have low involvement with low cost frequently purchase product.

4. Variety securing buying behavior:
Some buying situations are characterized by low consumer involvement but significant brand differences. Here consumers often do a lot of brands switching, e.g. cookies. The consumer has some belief cookies, choose brands of cookies without much evaluation and evaluate the product during consumption. But next time the consumer may reach for other brands out of wish for a sake variety rather than dissatisfaction. Purchasing of soft drink is a habitual buying behavior.

Factor affecting consumer buying behavior:
There are four factor affecting consumer buying behavior 1 .Cultural factor 2. Social factor 3. Personal factor 4. Psychological factor


1. Culture Factors:
Culture: Culture is most important and fundamental determinant of a person’s want and behavior. A person acquires a set of values, perceptions, preference and behavior through his or her family and it leads to behave him a particular way. Subculture: Each culture is divided into a smaller sub culture. It includes nationalities, religion, social and geographic region. There buying process is affected. Social class: The social classes refer to several homogeneous groups within society. There is a cast system where the members of different cast behave in different pattern and can not change their behavior. People of the same caste are motivated by similar marketing appears.

2. Social Factor:
Consumer is influence by such social factor as reference group, family, social role and status. Reference group: Means a group that have a direct and indirect influence on person’s attitude or behavior, e.g. family, neighbors, friends and they influence in a new behavior, life style, concept, attitude for a product. E.g. Trousers, Skin fitter, etc. Family: From parent a person acquire an orientation towards religion, policies, economics, ambition, love and gain once life or children will have influence. Roles and status Influence by clubs, organization, if he or she member. He or She influenced by status e.g. Vice president have Mercedes, wears suits, etc.


3. Personal factor:
Buyers decision are affected by age, occupation, life styles 1. With the age purchase decision regarding the products change 2. Occupation also plays an important role e.g. workers will buy cloths which would be more useful in his work. 3. Life style also leads him to behave on a particular manner 4. Personality of a person will make him to think in a particular way.

4. Psychological factor:
Major psychological factor that influence the person are motivation, perception learning, belief, and attitude. Motivation: Theories that emphasize on the factors which motivate the customer Hezberg’s theory: Psychological needs like food, water, and shelter, safety needs like securities and protection, social needs like sense of belong ness, and love, esteem needs and self actualization also affect. Knowledge: Knowledge is defined as an individual’s state of awareness and understanding of a person, group, object institution and ideas. It is necessary in designing of marketing activities and also awareness should be there. Attitude: Attitude is also important to determining behavior. Attitude means to feel or act in a given manner towards a person, group, objects, and ideas. Customer’s attitude, understanding and awareness of the product are intimately related. A customer giving preference for a particular product shows his attitude.


Image: Product image also play equally important role. In determing the types of image for a product, It is also important to decides the distinctiveness of the image. The image of the product, company is established in purchaser’s mind which affects the consumer buying decision. Intention: It refers to the anticipated future action of the customer. The plan of the family to purchase car, and the plan of an organization for the forth coming year are example of intention, e.g. booking a car in advance visit to departmental stores to purchase a T.V.


Objective of Research Research Methodology Research measurement tools


Research Objective:
1. To know the consumer buying behavior of soft drink. 2. To know the consumption pattern of soft drink

1. AREA OF RESEARCH: Marketing 2. RESEARCH TOPIC: Consumer Buying Behavior Of Soft drink 3. OBJECTIVE OF RESEARCH: 1. To know the consumer buying behavior of soft drink. 2. To know the consumption pattern of soft drink. 4. RESEARCH METHODOLOGY:  Research Design: Descriptive research design  Sources of Data Collection: Primary data: I have collected the primary data from questionnaire. preparing


Secondary data: I have collected the secondary data from books, magazines and Web sites.  Sample Size: 100 Respondents.

Research Methodology
1. Rationale of the study:
The research study is undertaken to know the consumption of the soft drink and consumer buying behavior of the soft drink. I have selected this topic because I want to know that how the consumer buy and use of soft drink.

2. Research design:
Research design is the plan structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. There are three types of research design, 1. Exploratory research. 2. Descriptive research. 3. Causal research. 1. An exploratory research focuses on the discovery of ideas & is generally based on secondary data. It is preliminary investigation which does not have a rigid design. 2. A descriptive study is undertaken when the researcher wants to know the characteristics of certain groups such as age, sex, educational level, income, occupation, etc. In contrast to exploratory studies, descriptive studies are well structured. Descriptive studies can be divided into two broad categories: Cross Sectional 25

Longitudinal Cross sectional study is concerned with a sample of elements from a given population. Thus it may deal with households, dealers, retail stores or other entities. Cross sectional studies are of two types – Field Studies & Surveys. Field studies are ex-post-Fact of scientific inquiries that aim at findings the relations and inter relations among variables in a real setting. Such studies are done in life situations like communities, schools, factories, organizations & institutions. Another type of cross sectional study is the survey research. The major strength of survey research is its wide scope. Longitudinal studies are based on panel data and panel methods. A panel is a sample of respondents who are interviewed & then re-interviewed from time to time. 3. A Causal research is undertaken when the researcher want to know the cause and effect relationship between two or more variables. Among the above three method I have selected descriptive research design which means a form of conclusive research that aims to identify association among variable it concerned with the characteristic of individual or group.

3. Sampling plan:
When only some representative items of a population are selected and data are collected only from these items then this method is known as sampling.

1. Sampling size:
It is the basic units of the population to be sampled here in the sample size of 100 respondents are taken for carrying out research because of the limited time.

2. Sample unit:
Sampling units means a specific group which we are going to select for our research. I took people below the age of 40 years because soft drinks are generally targeted to the these people.

(3) Sampling method:
Basically sampling method or Techniques may be classified into two generic types, 26

1. Probability sampling. 2. Non-probability sampling.

Probability Sampling is based on the theory of probability. It is also known as random sampling. It provides a known non –zero chance of selection for each population element. Non- Probability Sampling or non-random sampling is not based on the theory of probability. This sampling does not provide a chance of selection to each population element. The only merits of this type of sampling are simplicity, convenience and low cost. Following are types of Probability Sampling. Element Selection Unrestricted Restricted Representation Basis Probability Simple random Complex random Systematic Cluster Stratified Double Non Probability Convenience Purposive Judgment Quota Snowball

Non-Probability does not provide an equal chance of selection to each population element. Here, I have selected non -probability judgmental/convenience sampling method because these are very specific sample unit and this method it self means to deliberate selection of sample unit that conform to some predetermined criteria. As they are the most appropriate once for the given study.


(4) Sample design:
Sample design means to select one particular design through which we are going to collect data. There are two ways for sample design: 1. Observation method. 2. Survey. I have used field survey to collect all the primary data by preparing questionnaire.

4. Data collection method: Primary data
Data which are collected at first hand either by the researcher or by someone else especially for the purpose of the study are known as primary data. For getting primary data I have used Questionnaire method because it will give actual opinion by filling up a questionnaire.

Secondary data:
Data collected earlier for some other purposes are called secondary data. I have preferred reference bookss, Newspapers and Internet web sites for collecting the secondary data.

5. Research measurement tools:
As the source of collecting data will be primary and that would be obtained through survey method by personal interview. The tool that was used is “Questionnaire.”

Type of questionnaire:
Structured questionnaire


Unstructured questionnaire A structured questionnaire is a formal list of questions framed so as to get the facts. The interviewer asks the question strictly in accordance with the pre arranged order. An unstructured questionnaire is most suitable when motivational factors are involved. The interviewer ask propping question to get at key motivational. Such questionnaire facilitates the conducting of interviewer in an informal manner. For this study I have used structured non-disguised questionnaire. Structured questionnaire will be used because research topic is precisely formulated and respondents are already known what is to be observed. Non-disguised questionnaire will be used because they are already known about what they have to respond. As I have use both source of collecting data so in primary data through survey method data are collected and for secondary data through various means like internet, newspaper and books are used.

Type of Questions:
A questionnaire consists of a set of questions presented to respondents. It needs to be carefully developed, tested and debugged before they are administered on a large scale. There are three types of questions: 1. Open ended Questions 2. Dichotomous Questions 3. Multiple Choice Questions I have used Open ended questions and Multiple question in my questionnaire.


Limitation of study:
1. The research is based on the sample size and was limited to bardoli region only it may or may not be the true representative of the entire population. So it can be generalized over large population. 2. The time period for research was seven to eight week only, so it was not possible to do any statistical test on the collected data.


Data Analysis & Interpretation

Data Interpretation & Finding of customer Survey


Gender: Gender No. Of Respondents
Male Female 77% 23%


Male Female


Majority of the respondents 77% were male and remaining 23% were female in the survey


Educational Level

Educational level
High School Under Graduate Post Graduate Others

No. of Respondents
25% 49% 11% 15%

15% 25%


High School Under Graduate Post Graduate Others


Most of the respondents 49% in this survey were under graduate and 25% are high school student,11% post graduate and 15% were other.


Sources of knowing about brands of soft drinks
Media Source Television Radio Internet Newspaper Personal Source Friends Relatives Sister Brother 68 2 00 4

No. of Respondents (in %)
Media Source Personal Source 19 00 00 7

80 70 60 50 40 30 20 10 0

no of respondent


no of respondent 19 2 0 4 0 0 7

It was found that for 68% of respondents known through television, and was 19% of the respondents known through the friends, 7% of respondent were known through the source of their brother and 2% of the respondent known through the source of radio and 4% known through newspaper about soft drink brands.

le vi sio R n ad In io N te ew rn sp e t ap F r er ie R nd el s at iv e Si s s Br t er ot he r




Consumption soft drink No. of Respondents (in %)
17 19 64

Everyday For a Change Time of Snack


E veryday For a Change 19 64 Tim of Snack e

It was found that 64% of consumers consume soft drink at the time of snacks, 19% of the respondents were consume for a change. 17% of the respondents purchase everyday.


Consumption of soft drink according to the age of the

Consumption of Soft drinks
Less than 18 Years 18 - 30 Years 30 - 40 Years 40 - 50 Years Above 50 Years

Everyda y
6% 14% 0% 0% 0%

For a Change
3% 6% 7% 0% 0%

Time of Snack
9% 55% 0% 0% 0%



60% no of respondent 50% 40% 30% 20% 10% 0% 9% 6% 3%


Everyday For a Chance 14% 6% 7% 0% 0% 0% 0% 0% 0% 0% 0% Above 50 Years Time of Snack

Less 18 - 30 30 - 40 40 - 50 than 18 Years Years Years Years age

Majority of the respondents between 18 – 30 Years of age consume the soft drinks as a time of snacks whereas very few respondents consume it on everyday basis.

Place of Purchasing soft drink

Restaurant Grocery Store Retail outlet Any others

No. of Respondents (in %)
29 5 56 10


10 29

Restaurant Grocery Store Retail outlet Any others

5 56

It was found that 56% of the respondents were purchase from Retail outlet, 29% of the respondents were purchase from Restaurant, 5% of the respondents were purchase from Grocery store and only 10% of the respondent purchase from others.

Frequency of buying soft drink

Daily Once in 7 Day Twice in a Week Once a month

No. of Respondents (in %)
8 18 3 71



Daily Once in 7 Day Tw ice in a Week Once a month



It was found that 71 % of the respondent buy soft drink Once a month, 18% of the respondents buy once in 7 day, 8% of the respondents buy daily, and 3% of respondent buy twice in a week


Frequency of buying soft drinks

Frequency of buying Soft drinks

Less than 18 Years 18 - 30 Years 30 - 40 Years 40 - 50 Years Above 50 Years

6% 5% 0% 0% 0%

Once in 7 day
3% 12% 0% 0% 0%

Twice in a week
6% 6% 0% 0% 0%

Once a month
3% 59% 0% 0% 0%

60% 50% 40% 30% 20% 10% 0% Less than 18 Years 4% 4% 3% 3%


Daily Once in 7 Day Twice in a Week Once a month 9% 5% 6% 5% 7% 0% 0% 18 - 30 Years 30 - 40 Years 0% 0% 0% 0% 0% 0% 0% 0% 40 - 50 Years Above 50 Years

Most of the respondents were between 18 – 30 Years of age purchase the soft drinks whenever they needed.


Preferred size to buy

100 ml. 200 ml. 500 ml. 1.5 liter

No. of Respondents (in %)
8 82 7 3




100 ml 200 ml 500 ml 1.5 liter


It was found that 82 % of the respondents were preferred 200ml, 8% of the respondents preferred 100ml, 7% of the respondents were preferred 500ml and only 3% of the respondent preferred to 1.5 liter.

Preferred size to buy


Preferred size of buying Soft drinks
Less than 18 Years 18 - 30 Years 30 - 40 Years 40 - 50 Years Above 50 Years
60% no of respondent 50% 40% 30% 20% 12% 10% 7% 10% 5% 5% 4% 3% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Less than 18 - 30 30 - 40 40 - 50 Above 50 18 Years Years Years Years Years age 100ml 200ml 500ml 1.5litre

100 ml
10% 12% 0% 0% 0%

200 ml
7% 52% 5% 0% 0%

500 ml
2% 5% 0% 0% 0%

1.5 liter
0% 3% 4% 0% 0%

Majority of the respondents were between 18 – 30 Years who preferred to buy 200 ml size of soft drinks and very few respondents between 18-30 Years and 30-40 Years preferred to buy 1.5 liter size of soft drinks.

Decider for purchasing time, place and brand

Self Others

No. of Respondents (in %)
97 3


Self Others


It was found that 97 % of the respondents were decided self and only 3% of the respondents were depending on others.

Factors influencing the purchase of soft drinks
Factors Most Importa Importa nt Avera ge Not Importa Least Importa


Save Time Preferred by elder person Reasonable Price Advertisement Preferred Flavor

nt 7 12 24 25 19

26 14 26 24 26

12 26 22 19 25

nt 26 24 14 13 18

nt 29 24 4 19 12

35 30 No of Respondent 25 20 15 10 5 0
po rta nt Im po rta nt Av er ag e No tI mp or ta Le nt as tI m po rta nt

Instan Drink Preferred by elder pers on Reas onable P rice Advertis em ent Preferred Flavor

Factors Handy Good Taste


os t


Most Importa nt 15 26

Importa nt 19 24

Avera ge 16 21

Not Importa nt 22 15

Least Importa nt 28 14


Easily Available Package Attractiveness Peer Group Influence

28 22 16

21 25 20

23 18 16

16 20 26

12 15 22

30 No of Respondent 25 20 15 10 5 0
po rta nt Im po rta nt Av er ag No e tI m po Le rta as nt tI m po r ta nt

Handy Good Taste Easily Available Package Attractiveness Peer Group Influence

It was found that most influencing factors while purchasing of soft drink is price of the product, advertisement of the product, flavor, tastes and availability of the product.

M os t


Chapter – 6

Recommendations and suggestion Bibliography Conclusion Questionnaire


 Majority of respondents known through television as the source of
knowing about soft drink brands.

 Majority of consumers consume soft drink at the time of snacks  The majority of the respondents were consuming soft drinks at the
time of Evening, and very few respondents were consuming soft drinks at morning.

 Most of the respondents were purchase the soft drinks from Retail
store and Restaurant.

 Most of the respondents buy soft drink when ever they needed, and
very few of the respondents buy daily.

 The majority of the respondents were preferred 200ml, and only few
respondents preferred to 1.5 liter.

 Majority of the respondents were decided self and only few
respondents were depending on others for decision regarding the purchase of soft drinks.


From the study, it was found that the working population preferred soft drink as they considered it to be a very convenient in all the beverage. Generally the student preferred Pepsi and Coca-cola. Most of the collage students consume soft drinks at the time of snack in the evening. Most of the students buy from the nearest retail store and restaurant when ever they needed. 200ml is preferred by the majority of the sample respondent. The majority of the decision regarding purchase of soft drink was depending up on self. The important factors for purchase of soft drinks is easy availability in the nearest retail stores and also good test of soft drink. Consumers also feel that ‘instant drink’ and ‘Price’ of the soft drink are the most important factors for buying the soft drink.


 The majority of the respondents suggested that the advertisement of soft drinks should more effective.  Most of the respondents suggested that the company should take care regarding to packing of soft drink bottle.


1) Kotler Philip, Marketing Management (2005), Eleventh Edition, Pearson Education, New Delhi 2) G.C.Beri, Marketing Research (2000), Third Edition, Tata McGraw-Hill Company Limited, New Delhi.

Web Site: 1. www.wikipedia.com 2. www.google.com 3. www.answers.com


Personal Detail 1. Name: _______________________________________________________________ 2. Address: ____________________________________________________________ ______________________________________________________________ 3. Gender: _______________ ○ Male ○ Female 4. Age: (a) Less than 18 5. Educational Level: (a) High school (b) Under Graduated (c) Post Graduated (b) 18 to 30 (c) 30 to 40 (d) 40 to 50 (e) More than 50

(d) Others specify__________________ 6. Monthly Income of the family: (a) Less than 10000 7. Occupation: (a) Govt. Employee (b) Private Employee (c) Self Employee (b) 10000-15000 (c) more than 15000

(d) Others specify___________________


Market Survey 1. What are the brands of soft drink known to you? ○ ○ ○ ○ ○ ○

2. How do you come to know about brands of soft drink? Media source ○ Television ○ Radio ○ Internet ○ News paper Personal source ○Friends ○Relatives ○ Others

3. Which soft drink do you consume normally? ○ ○ ○ ○ ○ ○

4. Have you heard of Ganesh product? ○ Yes ○ No

5. Have you tried Ganesh product?


○ Yes ○ No

6. When do you consume Ganesh product? ○ Everyday ○ For a change ○ Time of snack

7. For whom do you buy soft drinks for? (Tick one) ○ Family ○ Children ○ Institutional purposes/ Social occasions ○ Self

8. From where do you buy Ganesh product? ○ Restaurant ○ Grocery stores ○ Retail outlet ○ Any other

9. Which factor makes you to consume Ganesh product? ○ Taste ○ Preferred flavor ○Any other ○ Price ○ Peer Group Influence


10. How frequent do you buy soft drink? (a) Daily (b) Once in 7 day (c) Twice in a week (d) Once a month 11. Which size do you prefer to buy generally? (a) 100ml (b)200ml (c)500ml (d)1.5 liter

12. Are you satisfied with the price of your soft drinks? (a) Yes (b) No 13. Rate the factors influencing the purchase of the soft drink? (Most important-5, Important-4, Average-3, not important-2, least important-1) Instant drink Preferred by family member Reasonable price Advertisement Preferred flavor Handy Good taste Easily available Package attractiveness Peer Group Influence


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