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EXPERIMENT TO EXAMINE THE EFFECT OF BRAND TYPE

& BRAND AFFECT ON CONSUMER EVALUATION
BUISNESS ANALYTICS, 2ND SEMESTER

1ST YEAR, MBA 2020-2022

SUBMITTED By:
SAGARIKA SINGH (021)
SHRUTI AARYAN (025)
SHUBHAM PAL (027)
VISHAL KUMAR GUPTA (030)

UNDER THE GUIDANCE OF

DR. KAVITA SRIVASTAVA
ASSOCIATE PROFESSOR

DEPARTMENT OF MANAGEMENT STUDIES RAJIV

GANDHI INSTITUTE OF PETROLEUM TECHNOLOGY
(A COLLEGE OF NATIONAL IMPORTANCE)
Jais, Amethi, Uttar Pradesh

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ABSTRACT
As we know soft drinks contains water, a sweetener, and a natural or
artificial flavoring. Caffeine, Colorings, Preservatives and other
ingredients are also present in soft drink.

A study has been made between two brands Coca-Cola & PepsiCo to
know the results.

This study aims to learn about “The effect of Brand type & Brand Affect
on Consumer Evaluation”. The research design is exploratory in nature,
putting a strong focus on numerical results (number).

The data for the study was collected using the questionnaire process,
with a sample of representative consumers drawn using a simple random
sampling approach.

In order to meet consumer demands, the brand’s must develop each of

its products. It is suggested that the company should release more low-
cost soft drinks with standard quality, as this will enable them to reach a
larger customer, as the country's lower-income population is large.

INTRODUCTION
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About Coca-Cola
The Coca-Cola Company produces Coca-Cola, or Coke, a carbonated
soft drink. It was invented in the late 19th century by John Stith
Pemberton as a temperance drink and intended as a patent drug, and was
bought out by businessman Asa Griggs Candler, whose marketing
techniques propelled Coca-Cola to domination of the world soft-drink
market in the 20th century.

Under the Coke brand, the Coca-Cola Company has occasionally

launched other cola beverages. Diet Coke, as well as Caffeine-Free
Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Zero Sugar, Coca-Cola
Cherry, Coca-Cola Vanilla, and special versions with lemon, lime, and
coffee, are the most common. From July 1985 to 2009, Coca-Cola was
known as Coca-Cola Classic to differentiate it from other soft drinks.

The company announced on January 25, 2021 that Coca-Cola with

Coffee and Coca-Cola with Coffee Zero Sugar will be available
nationally in the United States. Dark Blend, Vanilla, and Caramel are the
three flavors available, while Dark Blend and Vanilla are available in a
zero-sugar, zero-calorie version.

Coca-Cola announced in February 2021 that, as part of a campaign to

reduce plastic waste, it will begin distributing its sodas in bottles made
entirely of recycled plastic in the United States, with the goal of
recycling one bottle or can for every one sold by 2030. Due to the
danger of safety and improving the taste of the drink, Coca-Cola is
beginning by selling 2000 paper bottles to see how they hold up.

About PepsiCo

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PepsiCo, Inc. is a global food, snack, and beverage company based in

Harrison, New York, in the Purchase hamlet. PepsiCo is involved in the
development, marketing, and distribution of grain-based snacks,
beverages, and other products. In 1965, the Pepsi-Cola Company and
Frito-Lay, Inc. merged to create PepsiCo.

PepsiCo had retail sales of more than $1 billion in 22 of its brands as of

January 26, 2012, and its products were sold in more than 200 countries,
resulting in annual net revenues of $43.3 billion. PepsiCo is the world's
second-largest food and beverage company, behind Nestlé, in terms of
net sales.

PepsiCo sued four small farmers in India for US$142,000 each in 2019
for growing a potato variety it claims to own. Pepsi said the lawsuit
would be dropped if the farmers agreed to grow potatoes for them.
Several farmers' organizations have asked the government to intervene
in the case, claiming Pepsi is attempting to bully people. Following
public and state and national government pressure PepsiCo withdrew
lawsuit.

In March 2020, PepsiCo announced that it had entered into agreement to

acquire Rockstar Energy for $3.85 billion.

PepsiCo declared in January 2021 that it intends to reach net-zero

greenhouse gas emissions by 2040 as part of its strategy to combat
global warming, despite the fact that it had already begun producing
around 57 million metric tons of greenhouse gas emissions globally in
2019.

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OBJECTIVE

1. Effect of Brand type on consumer evaluation.

2. Effect of Brand affect on consumer evaluation.

RESEARCH METHODOLOGY

Research Design- Exploratory

Data collection method: Primary Data has been collected by

“Questionnaire method” for a particular investigation. It is simple for a
moiled set of questions presented to respondents for their answers. Due
to this flexibility, it is most common instrument used to collect the
primary data.

Sampling Area: The survey was conducted in UTTAR PRADESH

Sample Size: 61 Respondents

Sampling Techniques- Random Sampling

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DATA ANALYSIS AND FINDINGS

1. AGE

AGE
Above 30 Yrs 6.60%

26-30 Yrs 14.80%

21-25 Yrs 75.40%

15-20 Yrs
3.30%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

2. GENDER

GENDER

Female 36.10%

Male 63.90%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

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3. Which brand you prefer for soft drink?

PepsiCo 29.50%

Coca-Cola 72.10%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

4. Which brand you prefer for “Zero sugar” soft drink?

PepsiCo 34.40%

Coca-Cola 67.20%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

5. Which brand you prefer for “Diet” soft drink?

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PepsiCo 34.40%

Coca-Cola 67.20%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

6. If you buy “canned soft drink” which one you prefer?

PepsiCo 34.40%

Coca-Cola 67.20%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

7. Among these which one you consume most in a month?

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PepsiCo 36.10%

Coca-Cola 63.90%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

8. Which brand’s celebrity endorsement is more convincing?

PepsiCo 39.30%

Coca-Cola 60.70%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

9. Which brand affect you more as a consumer?

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PepsiCo 31.10%

Coca-Cola 72.10%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

10. Why Coca-Cola affect you more as consumer?

Brand 10

Quality 12

Price 8

Taste 30

0 5 10 15 20 25 30 35

11. Why PepsiCo affect you more as a consumer?

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Brand 15

Quality 10

Price 25

Taste 15

0 5 10 15 20 25 30

12. Which drink is easily accessible in your area?

PepsiCo 26

Coca-Cola 35

0 5 10 15 20 25 30 35 40

13. Which soft drink is most reasonable in terms of Price v/s

Quantity?

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PepsiCo 20

Coca-Cola 40

0 5 10 15 20 25 30 35 40 45

14. While choosing soft drink among Coca-Cola & PepsiCo what
influences your decision?

20%
34%
Calories
Price
Taste
Availability
30%
16%

15. Which soft drink gives you more satisfaction in terms of

quenching your thirst?

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37%
Coca-Cola
PepsiCo

63%

Findings

75% of our respondents belong to age group of 21-25 years considers

Coca-Cola as best soft drink while 15% between age group of 26-30

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years feels the same. In our study there are 64% of male & 36% of
female has taken part. Coca-Cola considers as a best drink in case of
“Zero Sugar”, “Diet”, or “Canned”.

Our study also found that among respondents 64% are consuming Coca-
Cola and 60% finds Coca-Cola attractive because of Celebrity
endorsement. 72% thinks Coca-Cola affect them more as a consumer
and it is because of taste & quality. Similarly, PepsiCo has been
preferred because of its Price, Brand & Taste.

35 of our respondents said Coca-Cola is accessible in their area

and Coca-Cola is preferred because of its reasonable price & quantity.

We also found that calories & taste influence consumers and our
respondents choose Coca-Cola in terms of quenching their thirst.

Conclusion

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The research points towards the findings that help us understand the
consumer behavior towards two of the most popular soft drinks brand
i.e., Coca-Cola and PepsiCo.

Our findings lead us to several different results based on the type of

answers we got for our questionnaire:

1. Men between the age of 21-25 are more into soft drinks.
2. People prefer coca cola over PepsiCo in terms of
a. In general, what would they like to have?
b. If they had diet drinks option then what they would choose.
c. If a health-conscious person wants to have some drink which
one, will he go for.

So, on the basis of a healthy choice Coca-Cola is more preferred than

PepsiCo.

3. In terms of which brand does an average person get the most affected
by we had Coca-Cola top-in our list. In accordance with its Coca-Cola
and its advertisements were more long lasting in the minds of our
participants.

4. On the basis of packaging Coca-Cola was again on the top, its canned
variant was the one most preferred by our participants.
And Coca-Cola was found out to be the better in terms of taste and its
reasonability according to its price Vs quantity.

5. Our participants had Coca-Cola more readily available than PepsiCo

in their area.

6. According to our survey people based their decision firstly

a. on how much was the calorie content of the drink
b. Then which brand had better taste
c. Then they considered its availability

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d. And they finally choose their drink based on its market price.

7. Coca-Cola become the one which was more successful in terms of

quenching our participants thirst, more than PepsiCo could.

On the basis on above mentioned findings in our survey we can

conclude that Coca-Cola is more preferred as a drink than PepsiCo as
Coca-Cola was our number 1 brand in our survey.
It topped the list in every aspect be it the availability, taste, price,
quantity being sold etc.

We had a clear winner out of the two - coca cola.

Recommendation

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According to our survey PepsiCo lacked at a number of places.

So, for PepsiCo to regain its market it needs to work upon some of its
major aspects which can be enumerated as:

a. It's availability in the first place, since coca cola was more readily
available people obviously flocked towards it more. So, PepsiCo
should try to increase its reach.

b. Its variants can be more attractive, Coca-Cola has its canned

variant cover designed precisely to attract more customers,
PepsiCo can take some learning from them and make their variants
more appealing to its customers.

c. It's calorie content it more so it should focus on lowering it.

d. The price Vs quantity aspect can be made more reasonable to

increase its sales.

e. The brand can work upon its advertisements to make them more
eye appealing to attract more customers.

f. PepsiCo should work upon its market price which it finally put on
to the audience as our survey suggested that the price of PepsiCo
was the major factor which affected the consumers of soft drinks.

g. PepsiCo can try to make its variants healthier in terms of its calorie
content and try to make its taste better, as the audience bases its
decision to buy a drink on these two major bases.

References

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1. https://www.coca-colacompany.com/

2. https://www.pepsico.com/

3. http://www.pepsicoindia.co.in/

4. https://www.forbes.com/sites/greatspeculations/2020/06/17/coca-cola-
or-pepsico/

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