International journal of basic and applied research

www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

Consumer buying behaviour towards selected soft drinks in Nagapattinam

district of Tamil Nadu

Dr.A.Muthukumaran
Assistant Professor of Commerce
A.V.C.College (Autonomous)
Mannampandal, Mayiladuthurai – 609 305
Nagapattinam District, Tamil Nadu, India

Abstract: In this study focused to find that the consumer buying behaviour towards selected soft
drinks which consumed by regular consumers. In this the primary data was collected through a
structured questionnaire from 50 respondents of Nagapattinam District of Tamil Nadu. The main
objective was to evaluate the consumer preference and buying behaviour of soft drinks. This
survey has been explored the level of influence of consumer’s buying behaviour and customer
personal information which consists of gender, age, education, occupation and monthly income
and also source of awareness, frequency of consuming, purchase decision of the soft drinks and
also through research information which includes the dimensions of all variables. It was analyzed
through Chi-square test and results illustrated by tables.

Keywords: Buying Behaviour, Consumer Preference, Level of Influence, Soft Drinks,

Introduction

Soft drinks can be classified into major heads namely carbonated and non-carbonated drinks. A
soft drink carbonated beverage is a non-alcoholic beverage that typically contains water a
sweetener, and a flavouring agent. The sweetener may be sugar, high-fructose corn syrup, or a
sugar substitute. Soft drink products have been well accepted by consumers and gradually
overtaking hot drinks as the biggest beverage sector in the world. In the midst of the rapidly
growing soft drink demand, the industry on the whole is encountering new opportunities and
challenges. Changing consumer demands and preferences require new ways of maintaining
current customers and attracting new ones. Recent developments in soft drink consumption and
challenges in marketing have heightened the need for searching the consumers' needs and
preferences.

Scope of the study

The present study confines Nagapattinam District of Tamil Nadu. The study was carried out during
the month of December 2018.

646 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
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ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

Objectives of the study

The main objective of this study was as to identifying the factors which influence the consumer
buying behaviour with regard to soft drinks products. The study has been undertaken with the
following objectives:

 To identify the most popular brand of soft drinks.

 To provide a clear insight on the attitude of the soft drink users.
 To identifying the factors which influence the consumer preference with regard to soft
drinks products.
Research methodology
Research design
This research which design was adopted for this study is exploratory and descriptive design. This
research is designed to identify the factors which influence the customers and the ways through
which to choose or to buy soft drinks.

Sampling design
Sampling Unit
It deals with the consumers of soft drinks in Nagapattinam District.
Sampling Size
The sample size of the specific study is 50 consumers.
Sampling Procedure
Sample random sampling technique is employed for the selection of sampling; the simple random
sampling is the simplest form of probability sampling to collect the information from consumer.

Methodology
The researcher is used data, which has collected in two ways such as primary and secondary data.
Primary Data
Primary data is gathers through questionnaire, schedule interview.
Secondary Data
The secondary data has collected obtained directly from company websites, books, journals,
magazines and news paper.
Statistical Tools Used
Percentage method is used for analysis of data. The result of the research is presented through
tables and chi-square test.
Hypotheses
Base on the objectives of the study the following hypotheses have been framed.
1. There is no relationship between gender and source of awareness about soft drinks.
2. There is no relationship between age and frequency of consuming soft drinks.
3. There is no relationship between education and purchase decision of consuming soft
drinks.

647 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

Limitations of the study

The primary data is collected through a structured questionnaire and the sample size has limited
only 50 respondents is not sufficient to interpret the entire buying behaviour of the consumers.
The time period for carrying out the research was short, as a result of which many facts have been
left unexplored.

Table 1 Demographic Characteristics

Demographic Characteristics No. of Percentage
Respondents
Male 28 56
Gender Female 22 44
Below 20 years 10 20
21 – 30 years 18 36
Age 31-40 years 12 24
41 – 50 years 07 14
Above 51 years 03 06
Illiterate 04 08
Schooling 05 10
Education Graduate 16 32
Post Graduate 16 32
Technical 09 18
Students 07 14
Housewives 03 06
Occupation Business man 13 26
Profession 12 24
Employees 15 30
Below 10,000 03 06
10,001 – 20,000 07 14
Monthly Income 20,001 – 30,000 13 26
30,001 – 40,000 16 32
Above 41,001 11 22
Source: Primary Data

From the above table 1, it can be concluded that 56% of respondents were male while
44% were female respondents. Majority of the respondents i.e., 36% were in the age group of 21
to 30 years indicating young sample. 36% of the respondents were graduates and 32% were
postgraduates. Majority of the respondents i.e. 30% were employees by occupation while 26%
were business man and 24% were profession. Further, 32% of the respondents were in the
income group of 30,001 - 40,000, 26% in 21, 000 - 30,000, 22% above 41, 000.

648 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

Table 2 Choice of Soft Drink Brand

Choice of Brand No. of Respondents Percentage
Coca Cola 05 10
Pepsi 05 10
Sprite 06 12
Thums Up 02 04
Limca 03 06
Fanta 05 10
Maaza 07 14
7 Up 03 06
Bovonta 12 24
Mirinda 02 04
Total 50 100
Source: Primary Data

The above table shows that, the choice of brand in Nagapattinam District among the
respondents. Majority 24% of consumers consumed Bovonta. Because its brand was impressed in
the mind of the users due to its quality, free availability, changes made over the product over time
and different size such mega bottle, medium bottle and small bottle. 14% of consumers
consumed Maaza, 12% of consumers consumed Sprite. Same percent of 5% of consumers
consumed Coca Cola, Pepsi and Fanta may be due to the popularity gamed through
advertisement, quality, different sizes, taste and interest in experimenting new products.

Table 3 Factors Influencing Preference to Soft Drinks

Influencing factors No. of Respondents Percentage
Brand 11 22
Price 08 16
Packaging 04 08
Taste 10 20
Colour 03 06
Size 05 10
Flavour 09 18
Total 50 100
Source: Primary Data

The above table shows the influence of customer perception factors on purchase
decisions of soft drink. Majority 22% respondents influencing factor for soft drinks as brand
followed by 20% as taste, 18% respondents flavour, 16% respondents price, 10% respondents
size, 8% respondents packaging and 6% respondents as colour were considered important factor
while purchasing the soft drinks.

649 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

Table 4 Source of Awareness about Soft Drinks

Mode of awareness No. of Respondents Percentage
Television Advertisement 17 34
Social media 10 20
Newspapers & Magazines 15 30
Shopkeepers 08 16
Total 50 100
Source: Primary Data

The study carries out an in depth enquiry about the sources, those have created
awareness of brand identity. This survey makes it clear that majority 34% of the respondents are
influenced by television advertisement, 30% of the respondents are influenced by newspapers
and magazines, 20% of the respondents are influenced by social media and shopkeepers
associated with 16% of the sample respondent.

Table 5(a) Gender and Source of Awareness about Soft Drinks

Gender Source of awareness Total
Television Social Newspapers Shopkeepers
Advertisement media & Magazines
Male 07 06 10 05 28
Female 10 04 05 03 22
Total 17 10 15 08 50
Source: Computed from Primary Data

Table 5(b) Chi-Square analysis of Gender and Source of Awareness of Soft Drinks
Observed Expected (O-E) (O-E)² (O-E)²/E
Frequencies (O) Frequencies (E)
07 9.52 -2.52 6.3504 0.667
10 7.48 2.52 6.3504 0.848
06 5.60 0.4 0.16 0.028
04 4.40 -0.4 0.16 0.036
10 8.40 1.6 2.56 0.304
05 6.60 -1.6 2.56 0.387
05 4.48 0.52 0.2704 0.060
03 3.52 -0.52 0.2704 0.076
50.00 2.406
Source: Computed from Primary Data

650 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

Degree of freedom = (r-1) (c-1)

= (2-1) (4-1)
=3

Inference:
χ2 =Σ ((O-E)²)/E = 2.406
At 5% level of significance and 3 degrees of freedom, χ2 critical = 7.81
χ 2 calculated (2.406 ) < χ 2 critical (7.81)
Null hypothesis is accepted.
Hence, it is inferred that there is no significant difference between gender and source of
awareness of soft drinks.

Table 6 Frequency of Consuming Soft Drinks

Frequency of No. of Respondents Percentage
Consuming
Regular 40 80
Occasional 05 10
Irregular 05 10
Total 50 100
Source: Primary Data

From the above table, majority 80% respondents were regularly consuming the soft
drinks, 10% were occasionally, and also10% respondents were irregularly consuming the soft
drinks.

Table 7(a) Age group and Frequency of Consuming Soft drinks

Frequency of consuming
Age Regular Occasional Irregular Total
Below 20 years 08 01 01 10
22 – 30 years 16 01 01 18
31-40 years 10 01 01 12
41 – 50 years 05 01 01 07
Above 51 years 01 01 01 03
Total 40 05 05 50
Source: Computed from Primary Data

651 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

Table 7(b) Chi-Square analysis of Age group and Frequency of Consuming Soft Drinks
Observed Expected (O-E) (O-E)² (O-E)²/E
Frequencies (O) Frequencies (E)
08 8.0 0.0 0.00 0.000
16 14.4 1.6 2.56 0.177
10 9.6 0.4 0.16 0.016
05 5.6 -0.6 0.36 0.064
01 2.4 -1.4 1.96 0.816
01 1.0 0.0 0.00 0.000
01 1.8 -0.8 0.64 0.355
01 1.2 -0.2 0.04 0.033
01 0.7 0.3 0.09 0.128
01 0.3 0.7 0.49 1.633
01 1.0 0.0 0.00 0.000
01 1.8 -0.8 0.64 0.355
01 1.2 -0.2 0.04 0.033
01 0.7 0.3 0.09 0.128
01 0.3 0.7 0.49 1.633
50.0 5.371
Source: Computed from Primary Data

Degree of freedom = (r-1) (c-1)

= (5-1) (3-1)
=8
Inference:
χ2 =Σ ((O-E)²)/E =5.371
At 5% level of significance and 8 degrees of freedom, χ2 critical = 15.5
χ 2 calculated (5.371 ) < χ 2 critical (15.5)
Null hypothesis is accepted.
Hence, it is inferred that there is no significant difference between age group and frequency of
consuming soft drinks.

Table 8 Purchase Decision about Soft Drinks

Purchase Decision No. of Respondents Percentage
Own accord 26 52
Friends 12 24
Elders 07 14
Collective Decision 05 10
Total 50 100
Source: Primary Data

652 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

The survey gathered information the respondents regarding the purchase decision. Out of
the sample respondents, majority 52% of the respondent’s decisions are taken by themselves,
24% of the respondents purchase decision taken by friends, 14% of the respondents purchase
decision taken by elders and the remaining 10% constitute collective decision.
Table 9(a) Education and Purchase Decision about Soft Drinks
Purchase Decision
Education Own Friends Elders Collective Total
accord Decision
Illiterate 01 01 01 01 04
Schooling 02 01 01 01 05
Graduate 06 07 02 01 16
Post Graduate 11 02 02 01 16
Technical 06 01 01 01 09
Total 26 12 07 05 50
Source: Computed from Primary Data

Table 9(b) Chi-Square analysis of Education and Purchase Decision about Soft Drinks
Observed Expected (O-E) (O-E)² (O-E)²/E
Frequencies (O) Frequencies (E)
01 2.08 -1.08 1.1664 0.560
02 2.60 -0.6 0.36 0.138
06 8.32 -2.32 5.3824 0.646
11 8.32 2.68 7.1824 0.863
06 4.68 1.32 1.7424 0.372
01 0.96 0.04 0.0016 0.001
01 1.20 -0.2 0.04 0.033
07 3.84 3.16 9.9856 2.600
02 3.84 -1.84 3.3856 0.881
01 2.16 -1.16 1.3456 0.622
01 0.56 0.44 0.1936 0.345
01 0.70 0.3 0.09 0.128
02 2.24 -0.24 0.0576 0.025
02 2.24 -0.24 0.0576 0.025
01 1.26 -0.26 0.0676 0.053
01 0.40 0.6 0.36 0.900
01 0.50 0.5 0.25 0.500
01 1.60 -0.6 0.36 0.225
01 1.60 -0.6 0.36 0.225
01 0.90 0.1 0.01 0.011
50.00 9.153
Source: Computed from Primary Data
653 Received: 8 December Revised: 17 December Accepted: 24 December
Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

Degree of freedom = (r-1) (c-1)

= (5-1) (4-1)
= 12
Inference:
χ2 =Σ ((O-E)²)/E =9.153
At 5% level of significance and 12 degrees of freedom, χ2 critical = 21.0
χ 2 calculated (9.153 ) < χ 2 critical (21.0)
Null hypothesis is accepted.
Hence, it is inferred that there is no significant difference between education and purchase
decision about soft drinks.
Table -10 Overall Level of Satisfaction towards Soft Drinks
Level of Satisfaction No. of Respondents Percentage
Highly Satisfied 10 20
Satisfied 17 34
Neutral 12 24
Dissatisfied 09 18
Highly Dissatisfied 02 04
Total 50 100
Source: Primary Data
The above table shows that, overall level of satisfaction towards their consuming soft
drinks. Majority 34% of the respondents are satisfied with their soft drinks, 24% of the
respondents are satisfied in neutral level, 20% of the respondents are highly satisfied, 18% of the
respondents are stated that about consuming of soft drinks are dissatisfied and only 4% of the
respondents are highly dissatisfied with their soft drinks.

Findings

1. Majority 56% of respondents were male.

2. Majority 36% of the respondents were in the age group between 21 to 30 years.
3. Majority 32% of the respondents were graduates and also 32% were postgraduates.
4. Majority 30% of the respondents were employees by occupation.
5. Majority 32% of the respondents were in the income group of 30,001 - 40,000.
6. Majority 24% of consumers consumed Bovonta brand was impressed in the mind of the
users due to its quality, free availability, changes made over the product over time and
different size such mega bottle, medium bottle and small bottle.
7. Majority 22% respondents influencing factor for soft drinks as brand were considered
while purchasing the soft drinks.
8. Majority 34% of the respondents are influenced by television advertisement.
9. There is no significant difference between gender and source of awareness of soft drinks.
10. Majority 80% respondents were regularly consuming the soft drinks.
11. There is no significant difference between age group and frequency of consuming soft
drinks.

654 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

12. Majority 52% of the respondent’s purchase decision are taken by themselves.
13. There is no significant difference between education and purchase decision about soft
drinks.
14. Majority 34% of the respondents are satisfied with their consuming soft drinks.

Suggestions

 Soft drink companies can innovative the products to the varieties, which would give taste
and health for their consumer.
 Make attractive advertisement continuously and find new ways of advertising.
 Make minor innovation over the product features such as colour, taste, packaging and
multi size for children, younger and elders and also produce special varieties of soft
drinks especially for sugar percent.
 The marketing managers must constantly study the marketing environment and find new
opportunities to increase the marketing share.
 Due to the stiff competition among the soft drinks, company should launch new flavours.
 Soft drink companies should be fixed affordable prices as such they are in the reach of
lower and middle income groups.
 Soft drink companies must be a regular research in order to satisfy the changing needs of
customers.
 Soft drink companies more concentrate easily available everywhere and every time.

Conclusion

In today’s scenario, customer is the king because they got various choices around him. If you are
not capable of providing their desired result will definitely switch over to the other soft drink
companies. Therefore to survive in this cut throat competition, you need to be the best. Based on
the overall findings of the study, researcher can conclude that there is no significant difference
between gender, age, education and source of awareness, frequency of consuming, purchase
decision about soft drinks. Soft drinks consumption and their use is funny activity for them. They
are coming stores for purchasing drinks but for getting refreshment and taste.

References

1. Anojan V & Subaskaran T, “Consumer’s Preference and Consumer’s Buying Behaviour on Soft
Drinks: A Case Study in Northern Province of Sri Lanka”, Global Journal of Management and
Business Research: E-Marketing, Volume 15, Issue2 Year 2015.

2. Manvinder Tandon & Shivani Malhan, “To Study the Consumer Perception towards Soft Drinks”,
International Journal of Business Management and Scientific Research, Volume 26, February, 2017,
pp.35-44.

655 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal
 International journal of basic and applied research
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86

3. Satnam Ubeja, Ranjana Patel, “Consumer Preference towards Soft Drinks: A Perceptual Study”,
Pacific Business Review International, Volume 6, Issue 9, March 2014, pp.80-86.

4.Venkateswara Reddy B, Yuvaraju D, Jyothirmayi Reddy S, Durga Rao S, “Consumer Buying

Behaviour towards Soft Drinks in Chittoor District in Andhra Pradesh”, Journal of Business
Management and Economics, Volume 3(6), June 2015, pp.1-6.

656 Received: 8 December Revised: 17 December Accepted: 24 December

Index in Cosmos
January 2019 Volume 9 Number 1
UGC Approved Journal