An Analysis on the Customers Satisfaction toward

Coca-Cola

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Coca-Cola: An analysis on Customers Satisfaction

Prepared for:

Ahmed Tausif Saad

Course Instructor

Business Statistics II (MIS 203)

Prepared by:

Md Sakib Ahmed (18202010)

Akil Mohammod (18202012)

Mhamuda Orin (18202036)

Shakhaout Rahman (18202055)

Md Salman Jahan (18202056)

BBA Program

University of Asia Pacific

03 October, 2020

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 Letter of transmittal
3rd October 2020

Ahmed Tausif Saad

Lecturer

Department of Business Administration

University of Asia Pacific,

Dhaka

Subject: Submission of Report on the customer’s satisfaction towards Coca-Cola

Dear Sir,

We have prepared our final Report of Business Statistics ii (MIS 203) on Coca-
Cola a beverage company which you authorized. It was an amazing experience
working on this topic and I would like to give special thanks to you for giving such
an opportunity to do the report on this topic. It helps us to understand the
difference between practical & theoretical knowledge of an organization. This
Report is descriptive and analytical in nature. We are confident that, this will help
you to understand the business environment of Coca-Cola. While preparing the
report we have tried to follow all your instructions and requirements.

Thank you for your kind consideration and proper guidance. We hope our effort
would satisfy you.

Sincerely yours,

Md Sakib Ahmed

Akil Mohammad

Mhamuda Orin

Shakhaout Rahman

Md. Salman Jahan

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 Table of contents
chapter Topic name Page no.
Title fly I
Title page Ii
Letter of transmittal Iii
Executive summary iv
1 Introduction 1
1.1  background 1
1.2  Issue 1
1.3  Objective 2
1.4  Scope and limitation 2
2 Methodology
2.1  Data collection
2.1.1 *primary data
2.1.2 *secondary data
2.2  The Sample size
2.3  Sampling technique
2.4  Statistical tool used
3 Literature review
3.1 Researches on customers
satisfaction
3.2 Customer’s satisfaction: in
terms of Coca-Cola
3.3 Factors that affect
customers behavior
4 Report findings and
analysis
5 Summary

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6 Conclusion
7 Recommendation
8 Appendix
8.1  Reference
8.2  Questionnaire

Executive summary
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In this report we are dealing with the customer’s satisfaction towards Coca-Cola
that is the most famous soft drink company. The objectives of the study were to
generate valid and consistent customer feedback. This report is divided into three
part that is prefatory part, report proper and appended part. The report proper
part includes background, issue, objective and limitation of introduction
methodology, finding and analysis of the survey, summary of the whole survey,
recommendation based on the survey result and the conclusion. We done the
survey by using only online because we are going through a hard time of
pandemic situation but therefore we have done all our activities to fulfill this
report effortlessly and study. Also for better analysis, we investigate literature. By
doing this survey we found that most of the customer’s age was in the 21-35
category and by occupation, they all are the students also they love soft drinks
and their experience was good with Coca-Cola. They love it for sure. I hope this
report will be helpful for us to understand the difference between practical and
theoretical knowledge of an organization. It also helps us to understand the
business environment of coca cola. We will get the information that how much
the customers are satisfied by drinking coca cola’s soft drinks.

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 1. Introduction
1.1Background
The purpose of this report is to analysis on customer’s satisfaction towards Coca-
Cola. A study by Crosby, Evan, and Cowles (1990), Kim and Cha (2002) state
that customer satisfaction is defined as an experience based on customer
evaluations or evaluations, namely reality greater than expectations, factors that
influence customer satisfaction, if expectations are smaller than reality then the
customer is not satisfied, whereas if the reality is greater than expectation then
said the customer is satisfied. Coca-Cola is known as one of the biggest
beverages company in the world. Coca-Cola also maintained its leading position
in the soft drink market. As per there survey Coca Cola rank first in the market as
it is one of the favorite soft drink of consumer.

1.2 Issue
Coca Cola has covered almost the whole market and also the customers are
satisfied with their product. Besides Coca-Cola, there are also many soft drinks
are in the market so it’s a big competition to hold the market strongly. And
obviously, customer satisfaction is the most important factor because it’s all are
customer-oriented. So when it was customer-focused, it can’t lead. Though
Coca-Cola has the most valuable brand name it also faced problems. The price
of this drink is the same as it was 10 years ago. Because of this companies
brand values are high some other fraud companies are spread rumors and they
found themselves in allegations. Also even now this time packaging is an
important factor because some of the customers are not found interesting in it.
Also, it has to do its best to promote their products to attract customers.

1.3 Objective
The brand of Coca-Cola soft drink is meant for everyone. So there would not be
any specific target market, in concern with the customer. Also, it has many types
of soft drinks for customers. Also, only for the customer's satisfaction who
didn’t prefer the regular Coca-Cola for them, it has made diet coke. In Asian
countries, it has quite famous and they love it for sure. The basic objective of this
customer satisfaction survey is to analyze that how satisfied the customer’s are
towards Coca-Cola.

1. To generate valid and consistent customer feedback.

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  To receive the voice of the customer.

2. To know the percentage of customer satisfaction.

3. For better improvement of the company.

4. Customers perceive that we value their opinion.

5. to know that is the customers are recommending our soft drinks

1.4 Scope and Limitations

We conducted an online survey of customers only by our known people in
Bangladesh. The survey was done by 74 customers by our known people and
most of the customers are students. Because of this pandemic situation, we have
done only an online survey and faced problem to reach all the occupation that we
written on the survey question. That’s why we have got the students responses
more than any other occupations and also time is not enough for such extensive
study.

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 2. Methodology
2.1. Data collection
Primary data was used to conduct and analyze this study. A well designed
questionnaire was used to collect data from the customer’s of coca cola. The
questionnaire has divided into two part in which we asked common
demographics questions and then has the question of knowing about satisfaction
to collect data and the data has collected by using Google forms.

2.1.1Primary data:

1. Online survey

2.1.2Secondary data:

1. Related websites 2. Articles from online

2.2. The sample size:

There was more than 70 respondents. All of them has been asked by randomly
mainly to the age group of 15-35 whose are using to drink soft drink at a high
rate. We have tried to get information from different occupations people and have
tried to get the survey from a lots of people [sample] to better predict about the
population.

2.3. Sampling techniques

2.4. Statistical tool used

To do the survey on the customer’s satisfaction towards coca cola we have used
the pie chart as the statistical tool

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3. Literature review

3.1. Researches on customer’s satisfaction:

A study by Kotler and Keller (2012) said that satisfaction is a person's feelings of
pleasure or disappointment that result from comparing a product's perceived
performance (or outcomes) to expectation
Crosby, Evan and Cowles (1990) and Kim and Cha (2002) state that customer
satisfaction is defined as an experience based on customer evaluations or
evaluations, namely reality greater than expectations, factors that influence
customer satisfaction if expectations are smaller than reality. then the customer
is not satisfied, whereas if the reality is greater than expectation then said the
customer is satisfied.

3.2. Customer’s satisfaction: in terms of Coca-Cola

A study by Gartner.a and Guthery (2005) shows Coca-Cola has covered almost
the whole market and also the customers are satisfied with their product Coca
Cola as also maintained its leading position in the soft drink market. As per there
survey Coca Cola rank first in the market as it is one of the favourite soft drink of
consumer.
A study by Bajrang Lal(2001) showed an analysis of consumer behaviour of soft
drinks satisfaction with quality leads to more purchasing of soft drink and
affordable price also positively impacts consumer purchase and satisfaction of
soft drinks. Top rank companies are always trying to serve their customers with
their strategy and if need they change their strategy to cope with the situation.
A study conducted by Magnus Soderlund & Mats Vilgon (1999) studied about
Customer Satisfaction and Links to Customer Profitability as an Empirical
Examination of the Association between Attitudes and Behavior. This paper
discovered the link between various aspects such as customer satisfaction,
purchase behavior, repurchase intentions and customer profitability with
empirical data on behavior, attitudes and profitability at the customer level of
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analysis Customer satisfaction is a mental state which results from the
customer’s comparison of expectations prior to a purchase with performance
perceptions after a purchase. Coca Cola a pure soft drinks product was highly
popular among the consumer.
3.3. Factors that impact on customer’s behavior of buying soft drinks:
There are some factors those are influencing or creating impact on customer’s
behavior to buy soft drinks. These factors are variety of product, Price, Taste,
Brand name, packaging and Availability of the products.
Variety of products means selling more than one product by a company of a
category. Coca-Cola is selling more than one product that can create effect on
customers behavior to buy their product. Taste is the another factors of
influencing customers behavior that customer can think to buy different tastes
products for their satisfaction.
It create a great impact on customers behavior if the company is selling their
product in an affordable price or in the same price of the competitors by serving
with better quality and in different tastes.
Another main factor that influence customers behavior is packaging strategy.
Packaging now a days can create interest to the customers for buying a product.
All over the world every companies are applying different packaging strategy to
create a think on the customers mind about their product. Coca-Cola from their
starting to till they had changes their packaging, now they are serving in both
plastic bottle, glass bottle and in can.
While buying soft drinks, customers think to buy the better brand drinks to get
satisfaction or think that which is the best soft drinks company in the market to
buy soft drink. So brand name can also create impact on the behavior of
customers.
2.4. Reference:

Kotler and Keller (2012) “writing on customers satisfaction”

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Crosby, Evan and Cowles (1990) and Kim and Cha (2002) Corporate
Communications: An International Journal
Gertner, A. Gernter R.,& Guthery, D. (2005) The Tubainas Wall. Thurnderbird
International Review 
Bajrang Lal et., International Journal of Research in Management, Economics
and Commerce, 2001
Magnus Soderlund & Mats Vilgon (1999) about customers satisfaction of coca
cola in terms of attitudes and behavior.

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 4. Report Analysis and findings

This chart is showing that 56% have respond female and 44% were male as it
was a demographics question.

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When asking about age 74.7% have respond that they are in 21-35 age category
and 25.3% have respond for 15-20 category and nobody responded for any other
category

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This pie chart is showing the occupation and it shows that 96% has responses
student, 1.33% are employee, 1.34% are housewife and 1.33% are businessman

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When are asking about drink soft drinks 89.3% have responded that they drink
soft drinks, 7.1% told that they don’t use to drink soft drinks and 3.57% are in
confusion even they don’t know that either they drink or not.

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Thinking about soft drinks brand, it shows that coca cola got the most popularity
in the consumers mind as 64%responded it, mountain dew got the next position
after coca cola as 17.3% responded for it, 7up has got few responses of 14.7%
and pepsi got the very lowest response of 4%.

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This chart is showing that which of the coca cola’s soft drinks product are liking
most by the customer’s. it is clear that consumers most liking product is coke as
68.9% responded for it, 17.6% responded that they like sprite, 12.2% are liking
Fanta and 1.3% are like diet coke from coca cola’s product.

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This chart is showing the rate of coca cola’s soft drinks that a consumer’s used to
drink, 53.5% are drinking 1-5 soft drinks per month, 25.4% are drinking 5-10,
12.7% have responded for 10-25 soft drinks and 8.5% have responded that they
are drinking coca cola’s soft drinks one or more everyday.

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This chart shows that 43.7% respondents have been a coca cola’s customer’s
within 1 month, its been more than 15 days that the 21.1% have been a coca
cola’s customer’s, 28.2% have been the customer’s within 10 days and 7% have
responded that they have never bought coca cola’s soft drinks.

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In this chart it is clear that most of the customer’s prefer 250 ml which is 41.1%,
then preferring 1.25 litre is 20.5%, 400ml is in the third position on customer’s
demand got from this chart is 19.2%, 11% has responded for the 2 litre and less
of the respondents has gone for 600 ml.

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Most of the respondents has responded good taste in a high rate for coca cola’s
feature is 74%, 11% goes to variety of products for feature, 9.6% responded for
classic package of coca cola for product feature and less of respondents 5.4%
have responded the price of civilians for he feature

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In comparing coca cola to another companies, 42.5% respond has that its much
better from another company, 38.4% is telling that coca cola is somewhat better,
13.7% has responded coca cola is same as another company, 3.6% has gone for
somewhat worse and 1.8% has responded that coca cola is much worse in
comparing with another companies.

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Thinking about to taste the new product of coca cola shows that 46.6% is
agreeing, 24.7% has responded for strongly agree, 23.3% has gone for
neutral,3.6 has responded for strongly disagree and less 1.8% has gone for
disagree as to taste coca cola’s new soft drinks.

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When asking about the satisfaction the chart shows that 46.6% has responded
good to introduce their experience with coca cola, 37% has responded very good
experience they are with coca cola, 15.1% gone for average and less 1.3%
respondents told that they have bad experience with coca cola.

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This pie chart shows the rate of value given for coca cola’s product. 37.3% has
given excellent value for coca cola’s product, 28% of the respondents are giving
above average value, 33.3% has responded for average value and less 1.4% are
giving below average value for coca cola

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This chart is showing that coca cola’s product price is how much affordable for
customer’s. most of the respondents 46.7% are agreeing of affordable, 29.3 has
responded neutral when thinking of affordable, 17.3% has strongly agreed , 2.2%
has strongly disagreed and less 4.4% respondents chooses disagree of not
affordable the prices are.

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This chart is showing that the opinion of customers about coca cola’s marketing
strategy. 60% has respond agree that coca cola is promoting their product with
different strategy, 8% has strongly agreed, 28% responded neutral, 1.5 has
disagreed and less 2.5% has responded disagree in terms of promotion of coca
cola’s product.

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The chart shows the customers opinion about the packaging of coca cola’s
product either it’s interesting or not. 54.7% has agreed of being the packaging
interesting, 29.3% has responded for neutral, 12 has strongly agreed that the
packaging is interesting to them 2.5% has respond disagreed that packaging is
not interesting and less 1.5% has gone for strongly disagree.

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This chart is showing how much a customer’s would like to recommend coca cola
to others. 44% of the respondents gone for neutral, 22.7% has voted for
somewhat likely, same rate has given response for extremely likely to
recommend this soft drinks to friends and family and less of the 10.6% has
responded for extremely unlikely and somewhat unlikely

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summary

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 Conclusion

Satisfaction of the customer is always important in the business world. Customer

satisfaction can help the organization or company to motivate the working team
to work good. It also determine the level of satisfaction, which is dependent on a
wide range of variables. This variable’s are not same at all organization or
company. Even pattern’s of an organization and policies determines the
satisfaction of the customers. Coca cola, the world’s most famous and most
selling soft drink company always will try to hold the top position of rank and they
are doing their best to produce and sell products as the customer’s are
demanding. it still has some obstacles which the company has to face. One of
the obstacles would be the competition between Coca-Cola and its competitors.
They are applying their best to use different strategy to cope up with the
uncertain situation to being in a good position in among the competitors.

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 Recommendation
The study find that many customer’s are satisfied but a average rate of
customers are neutral about pricing, packaging and other promotional strategy.
Coca Cola is the world’s top beverage company serving worldwide are always
trying to serve customer with best effort. In spite of the those small issue, some
probable solution were found of the identified problem on the basis of collected
data, observations, customers opinion and own knowledge and judgement. The
necessary step are recommended below:

 Coca cola should use cheaper process of packing so price will decrease
 They should make the packaging colourful to make it interesting
 The can use different packaging as the variety of packaging but should
produced in the process that is cheaper
 They should do market analysis more therefore they can know the
customers opinion and perspective about their product
 Though they are selling in good price they should increase availability of
their soft drinks in all area where they use to sell product.

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