Live project phase-2

Mountain dew
GENDER ?

From the analysis of 22 respondents it’s found that 72.7% that is the
majority are women and 27.3% are male who likes Mountain Dew.

MARITIAL STATUS?

It is found that majority are single that is 95.5% are students or working
only 4.5% are married people and both prefer Mountain dew as their
drink.
AGE ?

Majority are teenagers who prefer drinking mountain dew .Rest are 45+
plus and 13-17 category who prefer mountain dew as their drink.

OCCUPATION ?

It is found that 77.3% are students who like drinking mountain dew ,
most of them are teenagers and the other people who prefer mountain
dew are business people, business executive etc.
HOW OFTEN DO YOU DRINK CAFFEINATED
BEVERAGES?

The question was how often they use caffeinated beverages and the
response was 54.5% occasionally used these caffeinated beverages and
the rest that is 22.7%,13.6%,9.1% used sometimes ,often and always.

WHAT IS YOUR PREFERRED CAFFEINATED

BEVERAGE?

Majority – 50% prefer coffee as their caffeinated drink and 31.8% as tea
and 18.2% energy drinks.
HOW IMPORTANT IS NUTRITION TO YOU?

68.2% says that nutrition is somewhat important to them whereas the

rest prefer nutrition as very important, neutral and not important.

DO YOU DRINK SOFT DRINKS?

54.5% Prefer soft drinks and the rest that is 31.8% and 13.6% somewhat
only prefer soft drinks.
HOW OFTEN DO YOU PURCHASE MOUNTAINE DEW
PRODUCTS?

63.6% often purchase mountain dew drinks and the other 13.6% and
22.7% sometimes or never purchase.

HAVE YOU HEARD ABOUT MOUNTAIN DEW?

81.8% Have hear about mountain dew the rest 18.2% not.
FROM WHERE DID YOU HEAR ABOUT MOUNTAIN
DEW?

59.1% have heard about mountain dew from TV ads the rest from
grocery stores and friends.

IS MOUNTAIN DEW READILY AVAILABLE?

72.7% says mountain dew is readily available and the rest 27.3% says
no.
DID ADVERTISING INFLUENCE YOU TO DRINK SOFT
DRINKS?

45.5% says ads influence them the rest responds as to it maybe or don’t
influence them.

DO YOU KNOW MOUNTAIN DEW IS AVAILABLE IN

MANY QUANTITIES?

68.2% says they are aware about the different quantities available in the
market. The rest 31.8% are not aware.
WHICH QUANTITY DO YOU PREFER MOST?

36.4% Prefer 500ml , 18.2% prefer 250ml , 600ml ,and Tin the rest 9.1%
prefer 2litre.
WHICH PRICE DO YOU PREFER MOST?

52.4% prefer 31-51 price range the rest 47.6% prefer 15-30 price range.
WHAT IS YOUR BRAND OPINION?

Majority is with the opinion good drink few have said awesome ,good
ect.
WHAT IS YOU MONTHLY CONSUMPTION?

Majority consume mountain dew 10 times or 3-5 times .

WHAT YOU KNOW ABOUT THE PRODUCT
MOUNTAIN DEW?

Awesome product is the majority review also there are other reviews
which seems to be very impressive of the product .
ARE YOU SATISFIED WITH MOUNTAIN DEW DRINK?

45.5% are satisfied with mountain dew rest 40.9 may be satisfied.
FACTORS INFLUENCING CONSUMER BEHAVIOUR
IN CASE OF MOUNTAIN DEW
1. Cultural Factor:-
Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture
(iii) Social class
Culture:-
Culture has a great influence on the behaviour of a consumer. Because
people learn from the society. If the culture of a country cannot suggest
drinking soft drinks and energy drinks then people will not buy this.
Sub Culture:-
If the experiences of the group say that Mountain Dew is bad then
people will not buy this product.
Social Class:-
If the social class of people is low or much high then people do not buy
Mountain dew.
02. Social Factors:-
A consumer's behaviour also is influenced by social factors, such as the
(i) Groups (ii) Family (iii) Roles and status
Groups:-
Sometimes groups make the choices of an individual.
Family:-
The family has a great influence towards the purchasing behaviour of the
product.
Roles and Status:-
Lower-lower and Upper-Upper people will not buy same product.
Because they have different roles and status in the society.
03.Personal Factors:-
It includes (i) Age and life cycle stage (ii) Occupation (iii) Economic
situation, (iv) Lifestyle, (v) Personality and self-concept.
Age and Life cycle Stage:-
Children and old do mostly like drinking mountain dew mostly the
teenagers are likely to drink these.
Occupation:-
A doctor is always conscious about their health where a student has not
same consciousness. And also the choice and buying capacity of a
product is depends on their occupation. It varies according to their jobs
category
Economic situation:-
A person's economic situation will affect product choice.
Life Style:-
Life Style is a person's Pattern of living, understanding these forces
involves measuring consumer's major AIO dimensions. i.e. activities
(Work, hobbies,shopping, support etc.) interest (Food, fashion, family
recreation) and opinions (about themselves, Business, Products)
Personality and Self-concept:-
Choice of a product depends on the personality and the self-concept of
an individual. Personality depends on the status and self concept
depends on the perception.
04.Psychological Factors:-
It includes these Factors. i) Motivation (ii) Perception (iii) Learning (iv)
Beliefs and attitudes
Motivation:-
Company must take some motivated activities to persuade the customer.
Ex-Advertising, give some free etc.
Perception:-
The process by which people select, Organize, and interpret information
to form a meaningful picture of the world. The company must try to
create the positive perception on the mind of individual.
Learning:-
Perception filters a thing and then take decision it should be taken or not.
It means perception filter the knowledge and give the shape of learning.
Beliefs and attitudes:-
Belief is a descriptive thought that a person holds about something. So
company always try to make belief through making reliability.
Attitude, a Person's consistently favourable or unfavourable evaluations,
feelings, and tendencies towards an object or idea
FINDINGS FROM THE SURVEY
 Mountain dew has achieved the best position through delivering
better quality and price;
 Majority of the respondents get to know about the product through
advertisements;
 Majority of the respondents are consuming the product for at least
3 times in a month
 Majority of the respondents strongly agree that they are happy with
brand Pepsi.
 Majority of the respondents prefer to buy the product from stores.
 Majority of the respondents are highly satisfied with the product
in terms of the taste and colour.
 Majority of the respondents agree that mountain dew is readily
available.
 Majority of the respondents prefer different prices.
 Majority of the respondents strongly agree to purchase the product
in future;
 Respondents are satisfied with mountain dew.
 Marketing and Promotion of Mountain dew is quite better in the
market;
 All are happy with different quantities available in the market.
 KEY ISSUES AND CHALLENGES

 Main issue is that there are lots of soft drinks available in the
market as competitors.
 Insufficient advertisement activities.
 It does not properly segment their customers by various aspects to
reach their offer to the every level of persons.
 Have not given any loyalty to the customer preference and
expectations.
 Mountain dew gives less emphasis on targeting the rural
customers.

SUGGESTIONS TO OVERCOME ISSUES AND

CHALLENGES
 Should assure the customer that the promise is real not just for
promotional activities.
 Should segment their customers by various aspects to reach their
offer to the every level of persons.
 The intended message should be clear so that customer can be
aware about the terms and conditions to the offer.
 Should give loyalty to customer preference and expectations.
 More marketing campaign targeting rural consumers.