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Consumer Buying Behaviour Towards Selected Soft Drinks in Nagapattinam District of Tamil Nadu
Consumer Buying Behaviour Towards Selected Soft Drinks in Nagapattinam District of Tamil Nadu
www.pragatipublication.com
ISSN 2249-3352 (P) 2278-0505 (E)
Cosmos Impact Factor-5.86
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.
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.
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.
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.
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.
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.
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(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
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.
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(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
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
Findings
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.
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.