Introduction

The Coca-Cola Company is an American multinational beverage corporation and

manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The
company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John
Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889
by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-
Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or
territories and serves over 1.6 billion servings each day.

The company operates a franchised distribution system dating from 1889 where The Coca-Cola
Company only produces syrup concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North
America, Coca-Cola Refreshments.

The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its stock is listed
on the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000
Growth Stock Index. Its current chairman and chief executive is Muhtar Kent.

History

John Pemberton created a prototype drink as a Coca Wine called, Pemberton's French
Wine Coca. It was created after Atlanta and Fulton County passed prohibition, limiting the sale
of Alcohol in the city and county. It was created as a non-alcoholic French Wine Cola which was
popular at the time. It first started selling in a pharmacy in Atlanta; it was sold as a cure-all drink
making claims that it cured things like, Impotence, Morphine Addiction, Headaches and many
other diseases. In 1886 the first advertisement for Coca-Cola appeared in the Atlanta Journal, a
major daily newspaper that was founded in 1883.

Research Objectives
 The main objective of this research is to study and understand customer
satisfaction’s level on Coca cola.
  To study about the customer perception with regard Coca cola.

 To understand the promotional strategy of Coca cola.

Importance of Study
Striking early-relationships with key potential customers and asking for their feedback
and suggestions allows an entrepreneur to ensure they’re building a product or service that
satisfies the customer’s needs. If it’s hard to find someone to assist in this phase chances are it’ll
be equally as difficult to find customers. In addition, during this phase of keeping customers
close, it is important to keep competitors closer. Strong competition in a market indicates that
there is a healthy demand for the new product or service you intend to launch.

Forecasting product demand has always been a crucial challenge for managers as they
play an important role in making many business critical decisions such as production and
inventory planning. These decisions are instrumental in meeting customer demand and ensuring
the survival of the organization.

METHODOLOGY

Exploratory Research
At the initial stage of the research we did the exploratory research and it helps in establishing our
priorities for further research and action and to generate the hypothesis.

During Exploration phase we have established that we will focus mainly on 7 PS and SOP which is
foundation of marketing.

After exploration we are going to do Descriptive research because of having clear

knowledge about the problems.

It is pre planned and structured. A descriptive design requires a clear specification

of (who, what, when, where, why and way of the research).
Descriptive research: In this research we are going to know the Six W’s for
creating the questionnaire.

WHO: Certain age groups of Patna.

WHAT: Customer satisfaction level and perception of customer towards coca cola

WHEN: Daily, once in a week, twice in a week, occasions.

WHERE: Patna.

WHY: Because we want to know the percentage of people who are satisfied and
loyal customer of coca cola.

WAY: We are going to provide Questionnaire for seeking the data.

Operational Design:

 Create sample from the whole population (Patna).

 Take sample size of 200.
 Structure a survey questionnaire according to our objective of the project.
(Which will be Gender and Income based)
 Statistical analysis of the collected data we will proceed further.
 After the statistical analysis obtain the findings, with the help of which we
can achieve our objective.
 SAMPLING METHOD
A simple random sample is a subset of a statistical population in which each member of
the subset has an equal probability of being chosen. A simple random sample is meant
to be an unbiased representation of a group.
As we will conduct our research on different age group, occupations of customers and
different income level of customer so each subset has an equal probability to get selected
for our research.

Sampling Design:

Target Population: Patna.

Element: Male, Female and others of Patna, 18-37 Age Group, Different Income
Group and different Occupation.

Extent: Patna.

Time: 2019.

Sampling Frame: Sample size will be of 200 with 6 age group segments.
(Below 18, 18 -22, 23-27, 28-32, 33 -37, above 37 years)