BATCH: 2022-24

PROJECT – 1

A STUDY ON CONSUMER BEHAVIOR

TOWARDS
SOFT DRINKS

SUBMITTED BY: (Group 2, Section-A) SUBMITTED TO:

ANKIT KUMAR GUPTA (M20222062) Dr. MADAN SURVASE
AMIT KUMAR PATRA (N20221012)
ANIKET RANDIVE (N20222006)
ASHUTOSH KUMAR (M20221125)
AMIT PANDEY (N20221013)
 A STUDY ON CONSUMER BEHAVIOR TOWARDS SOFT
DRINKS

Introduction:
Our bodies are primarily made up of fluid, so it is necessary to meet this requirement. Today's
market offers a variety of soft drinks, including fruit drinks, milk products, juices, and
carbonated beverages. These beverages are now a regular part of everyone's lives, and We are
all familiar with these terms. ‘Taste the thunder’ and ‘Do the DEW’ and Ye Dil mange more.

Soft drinks have become more than just a way to quench your thirst in today's society. The
purpose of the survey is to learn what aspects of soft drinks consumers enjoy the most and what
draws them to these goods.

Justifying the reason for selecting the topic:

There are lessons to be learned about the Economic Recession in every managerial economics topic
we have studied.
This subject will enable us to demonstrate various economic concepts, such as elasticities,
supply, demand, production, cost concepts, and consumer behavior to the nth degree. Also, the study
will fulfill the demand and supply of soft drinks and consumer behavior according to the market.

Work Citation
● Psycnet.apa.org. (n.d.). APA PsycNet. [online] Available at:
https://psycnet.apa.org/record/1975-28533-001 [Accessed 23 Sep. 2022].
● Smith, J.R., Terry, D.J., Manstead, A.S.R., Louis, W.R., Kotterman, D. and Wolfs, J.
(2008). Attitude–Behavior Relations in Consumer Conduct: The Role of Norms, Past
Behavior, and Self-Identity. The Journal of Social Psychology, 148(3), pp.311–334.
doi:10.3200/socp.148.3.311-334.

Objectives:
➢ To comprehend how consumers feel about soft drinks.

➢ To comprehend consumer purchasing habits.

➢ To comprehend the connection between consumer behavior and population demography.

 ➢ To comprehend the most popular soft drink preferences.

Scope:
⮚ To know the behavior of consumers when the price of a product increases or decreases.

⮚ To analyze the change in demand due to some forces in the market.

Research Methodology
WHAT THE STUDY COVERED:
The main goal of this study is to determine soft drinks’ current market position. When
given the option of Coca-Cola, Pepsi, Mountain dew, or any soft drinks, it also tries to
learn what the customers prefer. Although it was solely produced in New Delhi, Noida,
and Greater Noida, it is primarily intended for the general population.

Research design
A research methodology specifies the procedures and methods to be used to gather the
required data. What information is to be gathered from which sources by following
which steps is specified by the project's overarching operational framework. In a
marketing research project, there are three different sorts of objectives:
● Exploratory Research
● Descriptive Research
● Casual Research

1. Exploratory Study
The goal of exploratory research is to obtain preliminary data that will aid in problem
definition and hypothesis testing.

2. descriptive analysis
Descriptive research's goal is to provide a detailed description of a subject, as well as a product's
market potential or the characteristics and purchasing habits of its target market.
3. Casual research
Testing theories about causal and effect links is the aim of casual research. According to the
definitions mentioned above, it can be determined that this study is descriptive research because
it describes the attitudes of the consumers who purchase the products. We are attempting to
assess the numerous variables that may contribute to the popularity of Coca-Cola products
through this study.

Use of research methodology

without employing research techniques to discover novel facts. It is not feasible to know. First of all,
the question of what research is emerges. One response is "Research as a scientific and systematic
search for pertinent knowledge on a certain topic."

Adoption of methods in research

Primary Method:
A questionnaire was created using the personal interview method, and we used it to visit the market
and speak with each consumer individually. We used to start the introduction by grinning broadly,
making eye contact, and asking for two or three minutes to answer his questions. Then we would start
putting the questions together at the retailer and finish them there.

Secondary Method:
The best way to gather the data is with this one. In this way, the researcher receives the real report.

RESEARCH MEASURING TOOLS & TECHNIQUES

The primary tool for the data collection used in this study is the respondent's responses to the
questionnaire given to them. The various research measuring tools used are:

⮚ Questionnaire

⮚ Personal interview

⮚ Tables

⮚ Percentages

⮚ Pie-charts

⮚ Bar-charts

⮚ Column charts
 Data analysis & Discussion

Frequency Table

● Consumer`s age group

Inference:

The 64 people surveyed and their age were found to be 18-24 years with 93.8%, 25-34 years with 3%,
35-44 years with 1.6%, and 45-54 years with 1.6%.
● Gender of Consumer

● Types of soft drink people Consume

• Health Conscious
• Decision Influencing
•
Recommendation

• Soft drink consumption is higher among younger, less educated, low-income singles,
who are mostly students, according to the respondent profile.
• A product positioning plan must be designed around taste, price, size, availability
(distribution method), and flavors that are appealing to the selected category. Because
the high consumption category is primarily made up of younger, lower-income pupils,
texture.
• Respondents cited weather/coldness/temperature as a big factor in deciding which soft
drink to buy. As a result, makers of soft drinks must demonstrate

Conclusion

A customer's buying behavior is not necessarily irrational. It is common knowledge that

consumers use a rational procedure to decide whether or not to buy. Given the strong rivalry in
the soft drink market, soft drink makers will only be successful in retaining and acquiring new
customers if they understand and strategy around the elements that consumers consider when
choosing a soft drink.