A DETAILED STUDY ABOUT CUSTOMER

SATISFACTION OF SOFT DRINKS

Chapter 1
INTRODUTION
The project was conducted to study the production process and customer satisfaction of the
product produced by Kerala agro fruits products in a competitive market place where
business compete for customer. Customer satisfaction seen as key differentiation and
increasingly interested in retaining existing customers while targeting new customers
.measuring customer satisfaction provide indication of how successful the organisation at
providing products or services to the market place

A key premise in customer satisfaction is understanding the needs and meeting or

exceeding the expectation of the customer. While most of the company have developed
strategies to improve the quality , external customer satisfaction, internal customer
satisfaction etc. It is important to emphasize that total customer satisfaction can work together
and assist each other to achieve the common objectives

Expectation of a consumer on a product tell us his anticipated performance for that

product. In literature, consumer may have various types of expectation when forming opinion
about a product performance for example :4types of expectation are identified by miller
ideal,expected,minimum tolerable and desirable. The one that are about the cost , the product
nature effort in obtaining benefits and lastly expectation of social values.

Production is the process of converting all inputs in to outputs with the help of 3M
ie man, machine and material.production processes start from purchase of raw material and
end up with finished goods. The production function is the important function in an
organisation around which other activities of an enterprise

Soft drinks are enormously popular beverages consisting primarily of carbonated

water, sugar, and flavourings. Nearly 200 nations enjoy the sweet, sparkling soda with an
annual consumption of more than 34 billion gallons

Two thousand years ago Greeks and Romans recognized the medicinal value of
mineral water and bathed in it for relaxation, a practice that continues to the present. In the
late 1700s Europeans and Americans began drinking the sparkling mineral water for its
reputed therapeutic benefits. The first imitation mineral water in the U.S. was patented in
1809. It was called "soda water" and consisted of water and sodium bicarbonate mixed with
acid to add effervescence. Pharmacists in America and Europe experimented with myriad
ingredients in the hope of finding new remedies for various ailments. Already the flavored
soda waters were hailed as brain tonics for curing headaches, hangovers, and nervous
afflictions
 In 1886 an Atlanta pharmacist, John Pemberton, took the fateful step of combining
coca with cola, thus creating what would become the world's most famous drink, "Coca-
Cola". The beverage was advertised as refreshing as well as therapeutic: "French Wine
Cola—Ideal Nerve and Tonic Stimulant." A few years later another pharmacist, Caleb
Bradham, created "Pepsi-Cola" in North Carolina. Although the name was a derivation of
pepsin, an acid that aids digestion, Pepsi did not advertise the beverage as having therapeutic
benefits. By the early 20th century, most cola companies focused their advertising on the
refreshing aspects of their drinks.

Until the 1890s soft drinks were produced manually, from blowing bottles
individually to filling and packaging. During the following two decades automated machinery
greatly increased the productivity of soft drink plants. Probably the most important
development in bottling technology occurred with the invention of the "crown cap" in 1892,
which successfully contained the carbon dioxide gas in glass bottles. The crown cap design
endured for 70 years.

India is second largest producers of fruit in the world with an annual

production of around 94 ton.It has a distinct of producing almost all tropical and exotic fruits
because of varied climatic condition. Due tothe short shelf life peroide 30-35% of the fruit
perish during harvest, storage , grading, transport , packaging and distribution. Only 2% of
the crops are processed into value added product hence a need for maximum commercial
utilisation of fruit to adapt production and marketing activities. Fruits are processed into a
variety of products such as juices, concentrates, pulp, jams, jellies, pickle, chutney etc.

The fruit and vegetable processing industry in India is highly decentralised. A

large number of units are in the small scale sector, having small capacities up to
250tons/annum though big Indian and multinational companies have capacities in the range
of 30 tons /hour processing of fruits and vegetables in India holds tremendous potential to
grow considering the still nascent levels of processing at present.

In India, Coke and Pepsi have a combined market share of around 95%
directly or through franchisees. Coco Cola has a 1% share, and the rest is divided among
local players. Industry watchers say, fake products also account for a good share of the
balance. There are about 110 soft drink producing units (60% being owned by Indian
bottlers) in the country, employing about 125,000 people. There are two distinct segments of
the market, cola and non-cola drinks. The cola segment claims a share of 62%, while the non-
cola segment includes soda, clear lime, cloudy lime and drinks with orange and mango
flavours.

Pepsi India has entered into a marketing tie up with Hindustan Lever to promote sales
of soft drinks through Pepsi-HLL network of vending machines and fountains. The major soft
drink brands in the Pepsi stable are Pepsi, 7UP, Mirinda, Tropicana and Acquafina. Coca-
Cola had filed an application to offload 49% stake of its bottling operations in favour of their
Indian operators. Besides Kandhari, three other bottlers, one each from Uttar Pradesh,
Gujarat and Jammu, were lined up to invest in Hindustan Coca-Cola Holding. Coca-Cola
operates through 35 plants and 16 franchisees throughout the country, while PepsiCo has 20
plants, but it has 7 more franchisees at 23 to 16 of its rival. Coca-Cola claims a market share
of 51%, while Pepsi has a share of 46%.

“The per capita consumption of soft drinks in India is around 5 to 6 bottles.”

The Kerala agro industries co-operation

ltd (KAIC) is a joint venture of government of Kerala and government of India established on
1968 premier institution in the state to promoting mechanisation and modern technology in
agriculture, setting up of agro based industries production of value added products, civil
construction infrastructure development, waste management etc.

The Kerala agro fruit production was started in 1982 under the brand name of
jyothi. The produces mango juice ,jam and concentrate in the name of Maa. The company
started for helping the farmers. The jyothi products are marketed directly thoroughly dealers
and agro bazaars. The dealers deposit a fixed amount to company of rupees 50,000 and they
sell the products to retail outlet supermarket etc.
 Humans maintain their water in a balanced state by controlling intake
and excretion. However, the body can suffer from either a negative or a positive water
balance. Negative water balance, dehydration, is defined as a reduction of water and salt in
varying proportions compared with the normal state, which may be caused by failure to
replace obligatory water losses or failure of the regulatory mechanism. Dehydration leads to
hypernatremia, which can be caused by one or more of the following: water loss in excess of
sodium chloride, inadequate water intake, addition of sodium chloride (salt poisoning),
osmotic diuresis (with glucosuria), and diuretic therapy when free water intake is inadequate .
When the body loses salt to a greater extent than that of water, hyponatremic dehydration
occurs . Thirst drives humans to drink fluid in order to preserve body fluid homeostasis and
survive . A minimum of 1.44 L of water is needed per day to cover the water lost and to
maintain the water balance . Beverages could contribute to the human requirements of water.
Troiano et al. reported that 20-24% of energy intake came from beverages. In addition to
fulfilling a basic need, drinks form part of the culture of human society. Types of beverages
consumed affect the composition of modern diet . Despite the fact that all beverages contain
water, water itself is not classed as a beverage. The word beverage has always been defined
as not referring to water. Furthermore, it has been reported that these beverages are in the top
ten contributing foods for several nutrients. Milk contributes to energy, protein, fat, calcium
and vitamin A intake, while fruit juices contributes to energy, calcium, iron, vitamin C,
vitamin A, and fiber intake, and soft drinks contributes in energy and vitamin C (in fortified
fruit drinks) intake water balance by consuming an equal amount of water to that which is
excreted. The body keeps

Types of beverages
there are four primary sectors of the
global commercial beverage market
(Figure 1): hot drinks, milk drinks,
soft drinks and alcoholic drinks. Hot
drinks, include tea and coffee. Soft
drinks have five main subcategories:
bottled water; carbonated soft drinks;
dilutables, (squash, powders, cordials
and syrups); fruit juices (100% fruit
juice and nectars (25–99% juice content); still drinks, including ready-to-drink (RTD) teas,
sports drinks and other noncarbonated products with less than 25% fruit juice). Alcoholic
drinks, including beer, wine, spirits, cider, sake and flavored alcoholic beverages. Amongst
the different types of beverages, milk, soft drinks, and fruit juices are the most important and
they are consumed in high amounts . Beverages could be also classified into alcoholic and
non alcoholic drinks. An alcoholic beverage is a drink that contains ethanol. A non-alcoholic
beverage is a drink that contains little or no alcoholThis catego. ry includes low-alcohol beer,
non –alcoholic wine, and apple cider if they contain less than 0.5% alcohol by volume and
they are called soft drinks.

Soft drinks
There is no single definition available for soft drinks, but it is generally accepted that
they are sweetened water-based beverages; usually with a balancing acidity. The term
“soft drink” specifies the absence of alcohol in contrast to “hard drink”. The term
“drink” is neutral but often denotes alcoholic content. Small amounts of alcohol may
be present in a soft drink, but the alcohol content must be less than 0.5% of the total
volume if the drink is to be considered non-alcoholic . Soft drinks are refreshing
beverages and they are typically formulated from 10 – 11% sugar content with about
0.3 – 0.5% of acid (usually citric) and flavoring, coloring and chemical preservatives,
with the addition of carbon dioxide . A soft drink may also contain caffeine, fruit
juice, or both. The widely sold soft drink flavors are cola, cherry, lemon-lime, root
beer, orange, grape, vanilla, ginger, fruit punch, and sparkling lemonade. Various
other additions can be made, including vitamins and minerals, clouding agents and
foaming agents and plant extracts.

Types of soft drinks

Based on their ingredients, soft drinks are divided into carbonated and non-carbonated soft
drinks. None carbonated soft drinks (NCSD): Non carbonated soft drinks are soft drinks
without carbon dioxide and sparkling taste and they include fruit punch, fruit drinks, ice tea,
coffee with sugar, and sport drinks. Non-carbonated soft drinks do not undergo carbonation
process and do not have any sparkling flavor. The sugar used to sweeten the regular soft
drinks is either sucrose or high fructose corn syrup. Regular soft drinks have approximately
the same amount of sugar as a glass of pineapple or orange juice, 7-14g/100 mL. Diet soft
drinks use aspartame, saccharine, acesulfam K, or sucralose as sweeteners A soft drink is
slightly acidic in order to give pleasant tartness to the product and preserve it. The most
common acidulants in soft drinks are citric acid and phosphoric acid .

Carbonated soft drinks (CSD)

Carbonated Soft Drinks are beverages with added carbon dioxide that gives an effervescent
taste to the beverages. Carbonated soft drinks are further divided into colas and non-colas, as
well as diet and regular soft drinks. The cola-flavored carbonated beverages usually contain
added phosphoric acid as acidulant because it can strengthen the acidity. Phosphoric acid has
the same characteristics as the cola flavors, which are dry and sometimes balsamic . Cola soft
drinks
use cola nut from Cola nitida and Cola acuminata trees of Africa as their flavor agent. Non-
cola soft drinks usually use citric acid as acidulant . Other categories of soft drinks are ready-
to-drink soft drinks and dilute-to-taste soft drinks which are concentrated or in powder form.

Nutritional value of soft drinks

Water is an essential need for body. The need for water exists at the molecular, cellular,
metabolic and functional levels. Water is a major solvent for the organic and inorganic
chemicals involved in the biochemical reactions that are essential to life. Water is the
principle medium that transports nutrients via body fluids to cell walls and act as carrier of
nitrogenous waste products from the cells for ultimate elimination . Water also is a good
regulator for body heat . About 60%, by weight, of a person body is water . A normal person
experiences symptoms of dehydration when 5 – 10% of the body weight is lost as water and
not soon replaced. Thirst drives human to drink fluid in order to preserve body fluid
homeostasis and survive . Water may be obtained through several common beverages: plain
water, bottled water, fruit and vegetable juices, fruit drinks, soft drinks, syrup, stimulant
beverages, and milk . Several kinds of beverages are consumed not for food value but rather
for thirst – quenching properties or for stimulating. Soft drinks are an essential vehicle for
hydration. Soft drinks are usually absorbed more readily than water (because of their
osmolality), can replace lost salts and energy quickly and are rapidly thirst quenching. Their
balance of sweetness and acidity, coupled with pleasant flavors, makes them attractive to all
ages of consumers . Soft drinks and fruit juices are important beverages for adolescents
because they are consumed at high amounts . ,Reported that these beverages are in the top ten
contributing foods for several nutrients, including carbohydrates, vitamins, minerals as well
as energy. There are three main areas of particular nutritional significance for soft drinks. The
first area is energy Troiano et al. reported that 20 - 24% of energy intake came from
beverages. Some soft drinks are formulated to deliver a rapidly assimilated energy boost to
the consumer. Soft drinks generally contain soluble sugars, which are easy to administer. The
second area of nutritional significance is that of the so-called isotonic drinks, which are of
equivalent osmolality to body fluids. They promote extremely rapid uptake of body salts and
water, and are very important products for sportspeople and others requiring almost instant
hydration. Third, soft drinks have been widely formulated to low-calorie forms and these are
now available for those who wish to enjoy such beverages and yet minimize their calorific
intake. Other nutritional benefits that are claimed by some producers include the delivery of
essential vitamins and minerals, especially to children.

Ingredients and formulation of soft drinks

The simplest form of soft drink contains a mix of the basic nutritional components; sugars,
acids in water with flavoring, coloring and chemical preservatives, in addition to carbon
dioxide to render the product ‘sparkling’, ‘effervescent’ or ‘fizzy’. A review on the
determination of various compounds in beverage samples, including soft drinks, using
electrophoretic methods.

Water

Water is the main component of a soft drink, usually accounts between 85 and 95% of the
product and acts as a carrier for the other ingredients. Water quality must conform to rigid
requirements and not interfere with the taste, appearance, carbonation or other properties of
the drink. It may be necessary to carry out treatment to improve the quality of the water used
in the manufacture of soft drinks. Water should be free from: high levels of elements and
mineral salts; objectionable tastes and odors; organic material. It is very important that water
should also be clear; colorless and free from dissolved oxygen and microorganism

Sweeteners
Sweeteners used in soft drink may be classified as carbohydrate sweeteners and artificial
sweeteners. Carbohydrate-based sweeteners still represent the largest share of the global
sweetener market and account for 81% of sweetener usage. In soft drinks, glucose syrups are
used to provide sweetness and mouthfeel to products and occasionally specific physiological
properties in sports and energy drinks. Glucose syrups are significantly less sweet than
corresponding sucrose solutions. Fructose is unique among known natural sugars in being
sweeter than sucrose. Fructose has some interesting physiological properties. It is a
monosaccharide sugar with energy content of 4 kcals/g and due to its increased sweetness it
can be used at lower levels than sucrose. Fructose is slowly absorbed and metabolized by the
body, independent of insulin production, and does not cause rapid raises in blood glucose
after ingestion. It is, therefore, suitable for diabetics and also for use in soft drinks intended to
act as a slower, more sustained energy source.

Acidulants

A soft drink is slightly acidic in order to give pleasant tartness to the product and preserve it.
The most common acidulants in soft drinks are citric acid and phosphoric acid . The use of
acidulants is an essential part of beverage formulation, with the acid component usually third
in order of concentration. Acidulants performs a variety of functions in addition to their
primary thirst-quenching properties, which are the result of stimulation of the flow of saliva
in the mouth. the influence of acid and sugar content on sweetness, sourness and the flavor
profile of beverages and found that acid addition increased sourness and decreased sweetness,
whereas sugar increased sweetness and depressed sourness.

Phosphoric acid is the only inorganic acid to be widely used in food preparations as an
acidulant. Phosphoric acid has a drier, and perhaps sharper, flavor than either citric or tartaric
acid, tasting rather of flat ‘sourness’, in contrast with the sharp fruitiness of citric acid. It
therefore appears to blend better with most non-fruit drinks

Citric acid is the most widely used acid in fruit-flavored beverages. It has a light fruity
character that blends well with most fruit flavors, which is to be expected as it occurs
naturally in many fruit types. the influence of adding citric and phosphoric acids in variable
amounts to a soft drink decreased the release of esters, probably because of the presence of
large amounts of the dissociated form of the acids.

Ascorbic acid is used not only as an acidulant but also as a stabiliser within the soft drinks
system, and its antioxidant properties serve to improve the shelf-life stability of flavor
components. a disadvantage of ascorbic acid is its effect on some colours in the presence of
light. In the case of azo-colours, such as carmoisine, a light-catalysed reaction occurs,
resulting in the disappearance of colour and bleaching of the characteristic hue associated
with some soft drinks
In addition to phosphoric and citric as major acidulants, some other organic acids such as
tartaric, malic and ascorbic acids have special uses in the carbonated soft drinks industry.
Tartaric acid with its sharper flavor than citric may therefore be used at a slightly lower level
to give equivalent acidity

Similarly, malic acid is slightly stronger than citric in perceived acidity, imparting a fuller,
smoother fruity flavor. Malic acid is the preferred acidulant in low-calorie drinks and in cider
and apple drinks, enhancing flavor and stabilizing color in carbonated drinks. Malic acid may
also be used to mask the off-taste of some sugar substitutes. Blends of malic and citric acids
are said to exhibit better taste characteristics than either acidulant individually

Carbon dioxide and carbonation process

Beverages containing carbon dioxide are, nowadays, very popular products. The addition of
CO2 renders the product ‘sparkling’, ‘effervescent’ or ‘fizzy’, and the acid formed (carbonic
acid) from carbon dioxide enhances the sharpness of taste. the addition of CO2 provides a
very effective antimicrobial effect, especially against yeasts and moulds. Carbon dioxide is
effective against yeasts because it tends to suppress the production of more CO2 as a
byproduct of the fermentation of sucrose to ethanol. It deprives moulds of the oxygen that
most of them require for growth.

Carbonation is the process of adding carbon dioxide gas to the beverage to produce
carbonated soft drinks. Carbonation can be achieved by injecting the gas into a pressure –
sealed vessel. As the carbonation system is pressure – sealed, gaseous injection increases the
internal pressure, and thereby the CO2 solubility

Flavors

A soft drink is slightly acidic in order to give pleasant tartness to the product and preserve it.
The most common acidulants in soft drinks are citric acid and phosphoric acid
NEED SIGNIFICANCE OF THE STUDY

This project work is conducted to study the customer

satisfaction of the product produced by kerala agro fruits products. customer satisfaction seen
as a key differentiator and increasingly interested in retaining existing customers while
targeting new customers

Customer satisfaction is understanding the needs and meeting or exceeding the

expectation of the customer, this is done by using resources. Most companies have
developed strategies to improve quality and external customer service. Internal customer
stasfaction is a much neglected component of quality improvement to the end. It is important
to emphazise that total customer satisfaction can be attained only if all empolyes developed to
external customer satisfaction can work together and assist each other to achieve the common
objectivies

Expectation of a consumer on a product tell us his anticipated performance of that

product.consumer may have various types of expectation when forming opinion about a
product anticipated performance
STATEMENT OF THE PROBLEM

This topic is selected to analyze the customer satisfaction and

production process of Kerala agro fruit products punalur. Customer satisfaction is a business
term used to how products and service supplied by the company. This study will help to
create marketing strategy in order to retaining existing marketing strategy and to attract new
customers.

This study is evaluate the product satisfaction of the consumer

and how to improve the production process inside the plant. it will help the company to
improve the performance
OBJECTIVES

 To know the manufacturing process of flavoured drinks

 To find the quality of drinks
 To examine whether the customer is satisfied or not

limitation
CHAPTER 2

REVIEW OF LITERATURE
REVIEW OF LITERATURE

The topic is selected for the study about production process and customer satisfaction of soft
drinks. The review was collected on the information gathered from books, journals,
magazines etc

1. Role of soft drinks in society

2. History of soft drinks

Role of soft drinks in the society

Most of us drink soda, it's a fact. Some drink more than others. United States, for example,
ranks first among countries in soft drink consumption. And although many avid soda drinkers
are probably aware of soft drinks' bad effects on health, this knowledge doesn't stop them
from drinking soda

. So probably we need to know a bit more about this drink that we love so much. First, here
are some reasons why we drink soft drink:

 Even if you wanted to drink something else, you would be hard-pressed to find it as
prominently displayed in vending machines, at fast-food chains, and supermarket

 The taste could be the thing that gets people addicted to drinking soda, it is delicious.
In fact, soda is so good, that many people drink it with every meal!

 The other addictive thing about soda is the convenience. If you are in a hurry - and,
let's be honest, most of us almost always are - it is so easy to grab a can and
convenient to drink.
  Heavy consumption of soft drinks is partly attributed to vigorous commercial
promotion. Billions of dollars are spend on advertising sodas and market them
everywhere - in retail stores, supermarkets, restaurants, gas stations, museums, and
even schools.

 Soda may be pretty inexpensive when compared with fruit juice and milk. With
combo meals, a large soda is only an extra dollar, and you get fries!
Soft drinks are called "soft" in contrast with "hard" alcoholic drinks. Small amounts
of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5%
of the total volume of the drink in many countries and localities if the drink is to be
considered non-alcoholic. Fruit punch, tea (even kombucha), and other such non-
alcoholic drinks are technically soft drinks by this definition, but are not generally
referred to as such. Unsweetened sparkling water may be consumed as an alternative to
soft drinks.
Soft drinks may be served chilled, over ice cubes, or at room temperature, especially
soda. They are available in many container formats, including cans, glass bottles,
and plastic bottles. Containers come in a variety of sizes, ranging from small bottles to
large multi-liter containers. Soft drinks are widely available at fast food
restaurants, movie theaters, convenience stores, casual-dining restaurants, dedicated soda
stores, and bars from soda fountain machines. Soft drinks are usually served
in paper or plastic disposable cups in the first three venues. In casual dining restaurants
and bars, soft drinks are often served in glasses made from glass or plastic. Soft drinks
may be drunk with straws or sipped directly from the cups.
Soft drinks are mixed with other ingredients in several contexts. In Western countries, in
bars and other places where alcohol is served (e.g. airplanes, restaurants and nightclubs),
many mixed drinks are made by blending a soft drink with hard liquor and serving the
drink over ice. One well-known example is the rum and coke, which may also
contain lime juice. Some homemade fruit punch recipes, which may or may not contain
alcohol, contain a mixture of various fruit juices and a soft drink (e.g. ginger ale). At ice
cream parlours’ and 1950s-themed diners, ice cream floats, and specifically root beer
floats, are often sold. Examples of brands include Coca-Cola, Pepsi, Sprite, Sierra
Mist, Fanta, Sunkist, Mountain Dew, Dr. Pepper, and 7 UP
.

the term "soft drink" is commonly used in product labelling and on restaurant menus, in
many countries these drinks are more commonly referred to by regional names,
including carbonated drink, cool drink, cold drink, fizzy drink, fizzy juice, lolly
water, pop, seltzer, soda, coke, soda pop, tonic, and mineral. Due to the high sugar content in
typical soft drinks, they may also be called sugary drinks.

n the late 18th century, scientists made important progress in replicating naturally
carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of
infusing water with carbon dioxide to make carbonated water when he suspended a bowl of
distilled water above a beer vat at a local brewery. His invention of carbonated water (also
known as soda water) is the major and defining component of most soft drinksSoft drinks
soon outgrew their origins in the medical world and became a widely consumed product,
available cheaply for the masses

The recipe for soft drink is relatively simple, making them easy for production both at home
and in large manufacturing facilities that can create millions of bottles of drink each week.
However, even though all the ingredients can be easily found and mixed together during very
straightforward manufacturing process, the end result can have very varying taste, feel and
look that depends from the impurities that can be found in the ingredients (mostly water that
represents up to 93% of a soft drink and sugar that can take 7-12% ratio).

Modern manufacturing process of carbonated soft drinks:

 Water is a foundation of every soft drink, so much care needs to be taken for it to be
cleaned from any impurities (organic matter, suspended particles and bacteria) and
stabilized to the desired pH level. Their removal is done through the series of processes
such as boiling, coagulation, filtration and chlorination.
 Most successful filtration process is done via sand. Water goes through layer of sand
and beads that catches foreign particles.
 Sterilization is most often done with chlorine that is later removed with activated carbon
filter (it also catches remaining organic matter that was not caught by sand filter).
 The main ingredients of the soft drink are introduced to the water tanks – sugar and
flavor concentrates (which can be either in the form of powder or syrup). To make
resulting mix perfectly sterilized (some bacteria could be present in sugar/flavor
ingredients), water tanks are either sterilized with ultraviolet radiation or flash
pasteurization (quick heating and cooling of water).
 During entire process of mixing, it is highly recommended if the liquid is not allowed to
absorb air. Because of that, some manufacturers are mixing their ingredients inside
chambers that are pressurized with carbon dioxide.
 Finally at the very end of manufacture process, the water mixture is carbonized.
Carbonization needs to be performed with exact cold temperature of liquid.
 Packaging needs to be done very quickly, with containers that are immediately sealed so
that carbon pressure in liquid could be preserved.
 Labeling and packaging can then be applied, but most manufacturers wait for bottles to
acclimate to room temperature so that they can avoid the condensation of moisture on
cold bottles.

A variety of soft drinks are being presently produced in the country, e.g. sweetened
carbonated (aerated) soft drinks, still beverages containing fruit juice/ pulp and soda water.
Among these, the share of fruit juice based beverages is presently quite small as compared to
synthetic carbonated drinks. Gradually there is a distinct shift towards fruit juice based
beverages for obvious advantages of the higher nutritional value over the synthetic aerated
waters. Due to their low pH, soft drinks constitute a hostile environment in which the great
majority of microbes die, although Escherichia coli O157 and Salmonella species can persist
for weeks in chilled, fruit juices
The term fruit containing soft drink was originated to distuinguish non alcoholic beverages
from hard liquor or spirits. Fruit containing soft drinks are alcoholic carbonated or non
carbonated beverages, usually containing a sweetening agent, edible acids, and natural or
artificial flavours soft drinks include cold beverages, fruit flavoured drinks, ginger ale and
root beer.In general the term is used only for cold beverages. Hot chocolate, tea and coffee
are not considered soft drinks, and is still commonly used in this manner. Today there is a
growing health and wellness consciousness among consumers and an increasing importance
given to fitness and healthy lifestyle choices. Changing work and lifestyle habits leave less
time for home cooking and therefore spur demand for convenience and ‘complete nutrition’
from meal replacements.

History of soft drinks

drinks Historical aspects of soft
No such drinks occurred until the latter half of the nineteenth century. Before that time
drinks, as refreshments, mostly included well water, milk, ciders (fermented apple juice), ales
and beers, and at certain times of the year drinks known as cordials, such as lemonade and
dandelion and burdock. The latter were made out of water and extracts from various fruits.
But they were very limited in their availability being seasonal. Changes started to occur in the
1890s when entrepreneurs developed alternative drinks based on cola and sarsaparilla
extracts The drink was based on cola extract, sarsaparilla and carbonated and believed to
have medicinal properties. Soon afterwards other very similar drinks were developed
including Coco-Cola and Pepsi-Cola. Industrial production of these drinks together with
the development of preservatives made so called ‘soft drinks’ more widely available

Soft drinks are enormously popular beverages consisting primarily of carbonated water,
sugar, and flavorings. Nearly 200 nations enjoy the sweet, sparkling soda with an annual
consumption of more than 34 billion gallons. Soft drinks rank as America's favorite beverage
segment, representing 25% of the total beverage market. The roots of soft drinks extend to
ancient times. Two thousand years ago Greeks and Romans recognized the medicinal value
of mineral water and bathed in it for relaxation, a practice that continues to the present. In the
late 1700s Europeans and Americans began drinking the sparkling mineral water for its
reputed therapeutic benefits. The first imitation mineral water in the U.S. was patented in
1809. It was called "soda water" and consisted of water and sodium bicarbonate mixed with
acid to add effervescence. Pharmacists in America and Europe experimented with myriad
ingredients in the hope of finding new remedies for various ailments. Already the flavored
soda waters were hailed as brain tonics for curing headaches, hangovers, and nervous
afflictions. Pharmacies equipped with "soda fountains" featuring the medicinal soda water
soon developed into regular meeting places for local populations. Flavored soda water gained
popularity not only for medicinal benefits but for the refreshing taste as well. The market
expanded in the 1830s when soda water was first sold in glass bottles. Filling and capping the
gaseous liquid in containers was a difficult process until 1850, when a manual filling and
corking machine was successfully designed.
The first marketed soft drinks appeared in the 17th century as a mixture
of water and lemon juice sweetened with honey. In 1676 the Compagnie de Limonadiers was
formed in Paris and granted a monopoly for the sale of its products. Vendors carried tanks on
their backs from which they dispensed cups of lemonade. Carbonated beverages
and waters were developed from European attempts in the 17th century to imitate the popular
and naturally effervescent waters of famous springs, with primary interest in their
reputed therapeutic values. The effervescent feature of the waters was recognized early as
most important. Flemish scientist Jan Baptista van Helmont first used the term gas in his
reference to the carbon dioxide content. French physician Gabriel Venel referred to aerated
water, confusing the gas with ordinary air. British scientist Joseph Black named the
gaseous constituent fixed air. The origins of soft drinks lie in the development of fruit-
flavoured drinks. In the medieval Middle East, a variety of fruit-flavoured soft drinks were
widely drunk, such as sharbat, and were often sweetened with ingredients such
as sugar, syrup and honey. Other common ingredients
included lemon, apple, pomegranate, tamarind, jujube, sumac, musk, mint and ice. Middle
Eastern drinks later became popular in medieval Europe, where the word "syrup" was derived
from Arabic.[11] In Tudor England, 'water imperial' was widely drunk; it was a sweetened
drink with lemon flavor and containing cream of tartar. 'Manays Cryste' was a sweetened
cordial flavoured with rosewater, violets or cinnamon.
Another early type of soft drink was lemonade, made of water and lemon juice sweetened
with honey, but without carbonated water. The Compagnie des Limonadiers of Paris was
granted a monopoly for the sale of lemonade soft drinks in 1676. Vendors carried tanks of
lemonade on their backs and dispensed cups of the soft drink to Parisians.
INDUSTRY PROFILE
The Kerala agro industries cooperation limited is a joint venture of government of
India and government of Kerala established in 1968. A premier institution in state to
promoting mechanization in agriculture. Kerala agro fruits products engage the production
and processing fruit products under jyothi brand

MANAGEMENT

The ultimate authority in all matter relating to the administration of the ederation is
the general body. It is conversed at least once a year. The general body consist of one
delegate from each of the affiliated societies nominees of the government and managing
directors of the federation. The management is visited with the board of directors . The
member of the directors constituted by the grneral bodies as per the level and through voting,
meeting are held once in every months

FUNDS AND RESOURCE OF KAIC

The authorized share capital of the company shall be 21 core made up of 2 lakh share
of rs100 per cash. Each society on admission shall pay RS 100 as admission fee that is not
refundable. The maximum borrowing power of the company shall not exceed 20 times of the
paid up share capital plus the reserve fund, all from bank, subsidies from government, cash
credit from NCDS, NABARD etc.

WORKING AND RESOURCES OF KAIC

The working capital consist of 90%share position from the primary societies. Financial
assistance from the government and also from institution such as NABARD,Central bank

OBJECTIVES OF THE COMPANY

 To provide technical support to farmers

 To improve functioning of KAIC
 To provide mechanization support to farmers through the supply of
machinineries
Product profile
The main products of the KAFP’s are juices, jams,pickles etc. The KAFP’s other products are
cut mango pickles, fish pickle, ginger pickle, garlic pickle etc

Pickles

 Lime pickle
 Tender mango pickle
 Cut mango pickle

Fruit jams

 Pineapple
 Mixed fruit jam

Juices and syrup

 Mango juices
 Pine apple syrup

Departmental profile
The process of grouping of activities in to units for the purposes of administration is called
departmentation. it can be defined as processorby which activities or function of enterprises
are group of homogeneously in to different groups. The administration groups are called
division units of department

The following are major department in kerala agro fruits

 Human resources
 Production department
 Marketing department
 Finance department

Function of Human resource department

 To provide sufficient number of employment required for the company
 To give necessary training to the selected person
 To take disciplinary action
 Ensure employee welfare

Function of production department

  To deliver product in time
 To provide products at competitive
 To distibiute high quality products

Function of marketing department

 Marketing analysis is the key role
 Evolving effective strategies for marketing products
CHAPTER 3

RESEARCH METHODOLOGY
Research methodology
Primary data

The primary data are which are collected a fresh and for the first time. They
are first hand information the data are reliable, useful for knowing the opinion, qualities and
attitudes of the respondents

 Observation
 Interview
 Questionnaire

Secondary data

The data in which that are collected by someone else and might have been
passed through the statistical process. The information collected is very less. it
contains large quality of information
 Questionnaire

1.What is the opinion about Jyothi soft drinks ?

a)Good

b)Bad

2.What are the factors influenced for purchasing ?

a)Advertisement

b)price

c)Experiece

3.Are you satisfied with the price of Joythi soft drinks ?

a)Yes

b)No

4.Do you give any feedback after using Jyothi soft drinks ?

a)Yes

b)No

5.Are you satisfied with the marketing provided by KAFP ?

a)Satisfied

b)Not satisfied

c)To be improved

6.What type of customers are you ?

a)Regular customer

b)

7.Which type of product from KAFP do you prefer to buy?

a)Fruit Juice

b)Jam

c)Other products

8.Will you recommend this product to others ?

a)Yes

b)No

9.Do you regretted while using Jyothi soft drink

a)Yes

b)No

10.Do you liked the packing provided by Jyothi soft drink ?

a) Very much liked

b)Liked

c)Not liked

d)Not at all liked

11.On the scale of 5 how can you rate the flavourJyothi soft drinks ?

a)1

b)2

c)3

d)4

e)5

12.Frome where do you frequently purchase Jyothi soft drinks ?

a)Super Markets

b)Bazar

c)Jyothi’s outlets

13.Which flavor provided by Jyothi soft drink do you like the most ?

a)Mango

b)Pineapple

14.compaired to other competitors, is our product quality

a) Better

b)same
c)worse

15.How well does our product meet your needs

a) badly

b)fine

c)well

d)worse
1. What is the opinion about the jyothi soft drinks

Opinion about jyothi soft drink

Choices no of respondent percentage

Good 14 56
bad 11 44

Total 25 100

Source: primary data

Interpretation

From above it shows that 56% of the respondent have good opinion about the
product, 44% of the respondent have bad opinion about the product

opinion about jyothi soft drinks

good
bad
2. What are the factors influenced for purchasing

Factors influenced for purchasing

Choice no of respondat Percentage

advertisment 8 32
price 8 32
experience 9 36
total 25 100

Interpretation

From the above chart we can find that 32% of the respondent are influenced by
advertisement,32% of the respondent are influenced by price,36%of the respondent is
influenced by experience

Factors influenced for purschasing

advertisment

price

experience
 3. Do you satisfied with the price of the jyothi soft drinks

Choice no of respondents Percentage

Fully
satisfied 17 68

Satisfied 3 12

dissatisfie
d 5 20

Total 25 100

Fully satisfied satisfied dissatisfied

INTERPRETATION
from the above diagram 80% of the respondent is satisfied with the price of soft drinks and
20% of the customers are not satisfied with the pricing
4. Do you give any feedback after using the jyothi soft drinks

Choice no of respondents percentage

Yes 4 16

Sometimes 5 20

No 16 64

Total 25 100

Yes Sometimes No

INTERPRETATION

This pie diagram shows the no of customers giving feedback using soft drink only 16%of
them are giving the feedback, 20% of them are sometimes giving feedback and 64% of the
them are not giving area
5. Are you satisfied with the marketing provided by KAFP

Choice no of respondent percentage

Satisfied 19 76

Not satisfied 2 8

To be improved 4 16

Total 25 100

Satisfied Not satisfiied To be improved

INTERPRETATION
This diagram shows that 76% of the customer is satisfied with the marketing, while 16% of
them want to be improved and 8% of them are not satisfied

6. what type of customer are you

Choice no of respondent percentage

Repeated customer 10 40

New customer 15 60

Total 25 100

INTERPRETATION

From this diagram we can find that 40% of them are repeated customers, 60% of them
are new customers
 Type of customers

repeated customers
new customer

7. will you rercommened this soft drinks to other

Choice no of respondent percentage

Yes 21 84

No 4 16

Total 25 100

INTERPRETATION

From this graph 84% of the customers recommend the jyothi soft drink to other while
16% of them do not recommend
 Recommend soft drinks

YES
NO

8. compaired to other competitors , is our product quality is better, worse or the same

Choice no of respondents percentage

yes 10 40

no 10 40

Worse 5 20

INTERPRETATION

40% of the customers are saying better, another 40% of them are saying as same that
of others and 20% of them are worst drink compared to others
 YES
worse
NO

9. How well does our product meet your needs

Choice no of respondents percentage

Badly 1 4

Fine 9 36

Well 10 40

Very well 5 20

Total 25 100

INTERPRETATION
 From this graph we can find that 40% of customer meet their needs,36% of the
customer are fine with our product, 20% of them are very fine with product and 4% of the
customers are does not meet their needs

Very well
product meets your needs

Badly
Fine
Fine
Very well

10. How many times in a week do you consume the soft drink

Choice no of respondent percentage

One time 18 72

Two time 4 16

More than two time 3 12

Total 25 100

INTERPRETATION
 72% of the customers buys soft drinks once in a week,16%of the consumer buys twice a
week and 12% o them buys more than twice a week

Choice
satisfied
not satisfied
to improve

11. Are you aware about the health benefit of fruit products

Choice no of respondent percentage

Yes 20 80

No 5 20
 Yes No

INTERPRETATION

80% of the customer are aware about the health products and 20% of them are not aware
about the health benefits
12. How do you make payment for the product

Choice no of respondent percentage

Cash 23 92

Credit 2 8

Total 25 100

Cash Credit

INTERPRETATION

About 92% of the customer is having cash transaction and 8% of them are having credit
transaction
13. where do you buy the KAFP products

Choice no of respondent percentage

Bazaars 11 44

Super market 4 16

Other shops 10 40

Total 25 100

Bazaar SUPER Market Other Shop

INTERPRETATION
Most of the customers purschase through bazaars which account for 44%, 16% of them are
purchased from super market and 40% of them are from other shop

14. which factor do you prefer for making a purchase

Choice no of respondents percentage

Quality 6 24

Price 10 40

Brand 9 36

Total 25 100
 Quality Price Brand

INERPRETATION

From this pie diagram most of the customer prefer price as a factor for purchasing which
accounts for 40% secondly brand comprises of 36% and 24% of quality
 15.How do you react with the absence of this product

Choice no of respondent percentage

Switch to another brand 17 68

Postponed the purchase 5 20

Go to other shop 3 12

IINTERPRETATION

With the absence 68% of the customer switch o other brand, 20% of them will postpone the
purchase and 12% of them wiil go to other shop