RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This project is based on information collected from primary and secondary sources . After the detailed study, an attempt has been made to present comprehensive analysis of Coca cola. In data collection two methods are used, one is qualitative and one is quantitative method. In quantitative technique, analysis tool to find the market share of CocaCola in areas covered under VITAL. In collecting requisite data and information regarding the topic selected, I visited more than 580 shops and collected the data.

RESEARCH OBJECTIVES
The first objective of my report is to analyze strength of Coke vs. other competitive companies. The second objective of my report is to find out the growth opportunities for company in the allotted particular area.

Research Design
A research design gives the methods and procedures for conducting a particular study. The function of research design is to provide for the collection of relevant information (evidence), with minimum efforts, time and money. The research design can be grouped into three categories: a) Exploratory Research Design: Exploratory research focuses on discovery of ideas and is generally based on secondary data. It is preliminary investigation with a flexible approach. This is because a researcher may have to change his focus as a result of new ideas and relationship among the variables. b) Descriptive Research Design: Descriptive research is undertaken when the researcher has to get accurate description of a situation or relation between variables. This design tends to minimize bias and maximize the reliability of the data collected and analyzed. These are well structured. c) Causal Research Design: It is undertaken when a researcher wants to find out the cause-effect relationship between two or more variables. It is based on logical grounds. I have used descriptive research design technique to get the desired objective. 60 | P a g e

DATA COLLETION
The information needed to further proceed in the project had been collected through primary data and secondary data.

PRIMARY DATA
Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data, survey research was used and all the retail outlets sellers using different brands and their competitors were contacted. Survey research is the approach best suited gathering description. The primary data collection techniques used in the project is as follows: a) PERSONAL INTERVIEW METHOD b) SURVEY METHOD c) QUESTIONNAIRE METHOD d) OBSERVATION METHOD

CONTACT METHODS
The information was solicited by administrating structured questionnaire to the retile sellers, (thus getting to know directly from the soft sellers about the form of the mix they are using) its storage period, their level of satisfaction with the brand, in their decision in selecting the brand etc.

SECONDARY DATA
The secondary data consists of information that already exists somewhere, having been collected for another purpose. Any researcher begins the research work by first going through the secondary data. Secondary data includes the information available with the company. It may be the findings of research previously done in the field. Secondary data can also be collected from magazines, newspapers, other surveys conducted by known research agencies etc. 61 | P a g e

SAMPLING DESIGN
Design is the plan, structure & strategy of investigation conceived so as to attain answer to question to survey and to control the variances. According to this projects/ surveys the analytical, interpretive/objective design was chosen.

Universe of the Study

The universe of the study, I have selected all retail outlets that are in a radius of 24 km from Bangla Bazaar (Lucknow) region.

Sample Size
A sample of 580 retailers was taken on the basis of convenience. The actual retailers were contacted on the basis of random sampling.

Sampling Techniques
For the study we have taken a sample size of 580 respondents pose non probability sampling technique. Further we also applied convenience sampling, judgment sampling, as a part of non probabilistic sampling techniques.

Research Period:
Research work is only carried for 6 weeks.

Research Instrument:
This work is carried out through self-administered questionnaires. The questions included were opening ended, dichotomous and offered multiple choices.

Sampling Plan:
For a successful compilation and best result within a limited time the planning was must. In this way the first step was to design an appropriate data form we can say it questionnaire that covers all the mandatory areas of information that is to be analyzed. The data from which I was used to collect data was designed by my immediate supervisor.

Sampling unit - Owners of the retail outlets. Sampling size - 580 outlets Sampling procedure - Random sampling Sampling method - Retailers survey.
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Data Analysis:
The data is analyzed on the basis of suitable tables by using statistical techniques. Representation of statistical data by diagram, graphs, charts, or pictures is more effective then tabular representation being easily intelligible to layman. Indeed diagrams are most essential whenever it is required to convey any statistical information to the generic public. The more important types of diagram which is use in statistical work are:-

BAR DIAGRAM
Mode of diagrammatic representation of data is the bar diagram. In this method the bar of equal width are taken for the different items of the series. The lengths of the bar represent value of the variables concerned.

PIE CHART
It is a circle whose area is divided proportionately among the components by straight lines drawn from the center to the circumference of the circle. Pie charts can be an effective way of displaying information in some cases, in particular if the intent is to compare the size of a slice with the whole pie, rather than comparing the slices among them.

AREA OF SURVEY

LOCATIONS NO OF OUTLETS COVEREDLDA 190LDA 299TELIBAGH 135TELIBAGH 236BANTHRA30BIJNOUR49NEEL MATHA34SAROJNI NAGAR48GAURI BAZAR26JAIL ROAD 134JAIL ROAD 299TOTAL580