Chapter 1

Introduction
A research design serves as a roadmap for conducting a well-planned investigation.
Once a research question has been identified, it is essential to formulate a formal plan
of investigation. In today's society, carbonated beverages have become a ubiquitous
part of daily life, with Coca-Cola being one of the most popular options. However, with
demand for Coca-Cola increasing rapidly, the gap between supply and demand is
widening, which suggests that the market potential for this product is enormous.
Customers are the lifeblood of any business, and with advances in technology,
customers have become more selective. As a result, it is crucial to maintain the quality
of the product to retain customer loyalty. Customer satisfaction is the key to customer
retention.
The purpose of this study is to evaluate customer satisfaction levels regarding Coca-
Cola cool drinks. By understanding the factors that influence customer satisfaction, this
study can help Coca-Cola to improve its product quality and customer service, which
will ultimately lead to increased customer retention and market growth.
Background of the Study
The background of the study on customer satisfaction with Coca-Cola is an examination
of the factors that influence customers' perceptions of the brand and their satisfaction
with the product. Customer satisfaction is a critical component of a business's success,
as it can impact customer loyalty, repeat purchases, and positive word-of-mouth
advertising.
In the case of Coca-Cola, customer satisfaction is particularly important because of the
brand's global presence and popularity. As the demand for Coca-Cola continues to
grow, it becomes increasingly important for the company to ensure that its customers
are satisfied with the product. This includes not only the quality and taste of the
beverage but also the packaging, pricing, and availability of the product.
Understanding the factors that influence customer satisfaction with Coca-Cola can
provide valuable insights for the company's marketing and product development
strategies. For example, if customers are dissatisfied with the packaging of the product,
Coca-Cola could consider changing the design or materials used for its bottles and
cans. Similarly, if customers are unhappy with the taste of the beverage, Coca-Cola
could consider adjusting the recipe or introducing new flavours.
Overall, the study on customer satisfaction with Coca-Cola is an important examination
of the factors that influence customers' perceptions of the brand and their likelihood to
continue purchasing the product.
Definition of Concept
Coca Cola
Coca-Cola is a carbonated soft drink that has become one of the most iconic brands in
the world. The drink was first introduced in 1886 by a pharmacist named John
Pemberton in Atlanta, Georgia, United States, and has since grown to become a global
phenomenon, with a presence in over 200 countries.
Coca-Cola's original formula contained coca leaves and kola nuts and was marketed as
a health tonic. Today, the brand offers a variety of beverages, including classic Coca-
Cola, Diet Coke, Sprite, Fanta, and more. The brand's marketing campaigns and
slogans have become part of popular culture, with iconic phrases such as "It's the Real
Thing" and "Taste the Feeling."
Despite its popularity, Coca-Cola has faced criticism over the years, particularly
regarding the health effects of its products and the environmental impact of its
packaging. Nonetheless, Coca-Cola remains one of the world's most recognized and
valuable brands, with a rich history and significant impact on popular culture and the
beverage industry
Marketing
In today's fast-paced and competitive business environment, marketing has become an
increasingly important functional area of management. It is viewed as the key driver of a
company's success and growth, as it plays a critical role in identifying customer needs
and preferences, creating compelling products or services, and promoting them
effectively to the target market.
In contrast, other functional areas such as production, finance, personnel, and research
and development are seen as important supporting functions, but not necessarily the
key driver of a company's success. While these areas are essential for the smooth
functioning of a business, they are often seen as playing a secondary role to marketing
in terms of driving growth and profitability.
Marketing information is critical for making informed business decisions, as it provides
insights into consumer behavior, market trends, and competitor activity. This information
is used to develop marketing strategies, design products, set prices, and determine
distribution channels, among other things.
Overall, marketing has become increasingly important as compared to other functional
areas of management, as businesses seek to differentiate themselves in crowded
markets and connect with customers in more meaningful ways. By focusing on
marketing and leveraging marketing information, businesses can gain a competitive
advantage and achieve long-term success.

Customer Satisfaction
Customer satisfaction refers to the level of satisfaction or happiness a customer feels
with a product, service or overall experience provided by a company. It measures how
well a business is meeting or exceeding customer expectations and meeting their needs
and desires.
Customer satisfaction is influenced by a range of factors, including product quality,
price, customer service, convenience, and brand reputation. When a customer is
satisfied with their experience, they are more likely to become loyal customers, make
repeat purchases, and recommend the business to others.
Measuring customer satisfaction is essential for businesses to improve their products,
services, and customer experiences. It helps to identify areas where the business is
excelling and areas that require improvement, enabling the company to make informed
decisions about how to allocate resources and improve customer satisfaction.
Ultimately, the company must operate on the philosophy that it is trying to deliver a high
level of customer satisfaction subject to delivering acceptable levels of satisfaction to
the other stakeholders, given its total resources.

Objective of the Study

The objective of the study on customer satisfaction with Coca-Cola is to gain insights
into customer perceptions and experiences, and use this information to enhance the
company's products and services, strengthen customer loyalty, and drive business
growth.
The objective of the study on customer satisfaction with Coca-Cola could include:
 To understand the level of customer satisfaction with Coca-Cola products and
services.
 To identify the factors that contribute to customer satisfaction with Coca-Cola.
 To evaluate the effectiveness of Coca-Cola's marketing and promotional
strategies in meeting customer needs and expectations.
 To analyse the impact of customer satisfaction on brand loyalty and repeat
purchases of Coca-Cola products.
 To suggest recommendations for improving customer satisfaction with Coca-
Cola, based on the findings of the study.
Statement of Problem
The statement of the problem highlights the importance of addressing the challenges
faced by Coca-Cola in maintaining customer satisfaction levels and offers a clear
direction for the study.
Despite being one of the most popular and well-known beverage brands in the world,
Coca-Cola faces challenges in maintaining high levels of customer satisfaction. Despite
its strong market presence and extensive distribution network, Coca-Cola may struggle
to meet the changing preferences and expectations of customers, leading to a decline in
customer satisfaction and loyalty.
The problem statement could further elaborate on specific issues such as:
 The declining trend in customer satisfaction levels with Coca-Cola products.
 The impact of competitor products and changing consumer preferences on
customer satisfaction with Coca-Cola.
 The effectiveness of Coca-Cola's marketing and promotional strategies in
meeting customer needs and expectations.
 The relationship between customer satisfaction and brand loyalty, and the extent
to which Coca-Cola can retain its customer base.
 The need for recommendations and strategies to improve customer satisfaction
levels with Coca-Cola products and services.

Need of the study

 To identify the factors that influence customer satisfaction with Coca-Cola
products and services.
 To maintain and improve brand loyalty.
 To gain a competitive advantage.
 To improve overall business performance.
 To demonstrate corporate responsibility.

Scope of the study

The scope of the study on customer satisfaction with Coca-Cola may include:
 Identifying the factors that influence customer satisfaction with Coca-Cola
products and services.
  Measuring the level of customer satisfaction with Coca-Cola products and
services.
 Comparing customer satisfaction levels across different geographic regions and
demographic segments.
 Evaluating the impact of marketing campaigns and promotions on customer
satisfaction.
 Identifying areas for improvement to enhance customer satisfaction and loyalty.
 Analysing the relationship between customer satisfaction and sales performance.
 Providing recommendations for improving customer satisfaction levels and
enhancing the overall customer experience.
 Conducting a comparative analysis with Coca-Cola's competitors in terms of
customer satisfaction.
 Conducting a trend analysis to evaluate changes in customer satisfaction levels
over time.

Literature Review
A literature review on customer satisfaction with Coca-Cola would involve a detailed
examination of various aspects related to the beverage industry and the company itself.
For instance, it would begin by providing an overview of the beverage industry and
Coca-Cola's position within it, including an analysis of the company's history, growth,
and current status, as well as relevant industry trends and challenges. This would help
to contextualize the study and establish a framework for understanding customer
satisfaction with Coca-Cola.
The review would then proceed to examine previous studies that have been conducted
on customer satisfaction with Coca-Cola, such as surveys, focus groups, or other forms
of market research. These studies would be critically analyzed to identify the factors that
have driven customer satisfaction with Coca-Cola and those that have hindered it. For
instance, the review might analyze the results of a survey conducted by Mintel that
found that taste was the most important factor for consumers when choosing a soft
drink, followed by brand name and price. The review might also analyze the American
Customer Satisfaction Index (ACSI) report, which gave Coca-Cola a customer
satisfaction score of 77 out of 100, below the scores of some of its competitors.
In addition, the literature review would explore various theories of customer satisfaction,
including the factors that drive it and the methods used to measure it. For instance, the
review might apply the expectancy-disconfirmation model to Coca-Cola's customer
satisfaction levels, with an analysis of how the company's marketing and branding
strategies influence customer expectations of its products. Another theory that might be
applied is the Kano model, which would help to identify the key product features that
drive customer satisfaction. By exploring various theories and models of customer
satisfaction, the literature review would provide a comprehensive understanding of the
factors that drive customer satisfaction with Coca-Cola.

The literature review would also examine the role of social media in shaping customer
perceptions of Coca-Cola and influencing satisfaction levels. This would involve
analyzing various social media posts about Coca-Cola to identify patterns in customer
sentiment and to understand how social media affects customer satisfaction with the
brand. For instance, the review might analyze a study by researchers at the University
of Georgia that found a strong correlation between social media sentiment and
customer satisfaction with Coca-Cola.
Finally, the literature review would identify any gaps in the existing literature and
suggest areas for future research. For example, the review might suggest that further
research is needed on the impact of Coca-Cola's customer service and support
offerings on customer satisfaction levels, or on the impact of the company's
sustainability and corporate social responsibility efforts on customer perceptions of the
brand. By identifying these gaps and suggesting new areas for research, the literature
review can help to guide future studies and provide valuable insights for Coca-Cola and
other companies looking to improve customer satisfaction.

Research Methodology
Research methodology is the systematic and structured approach used to conduct
research and gather information in order to answer research questions or test
hypotheses. It involves selecting appropriate research methods, designing the research,
collecting and analyzing data, and interpreting the results. It is a crucial component of
any research study, as it ensures that the data collected is valid, reliable, and relevant
to the research questions and objectives. It also helps to ensure that the study is
conducted in an ethical and responsible manner.
Key Point of Research Methodology:
Research Design
The research design determines the type of data that will be collected, the methods of
data collection, and the analysis techniques that will be used. For example, if the
research question is focused on understanding consumer attitudes towards Coca-Cola,
the research design might involve a survey of consumers, with questions designed to
elicit information about their perceptions of the brand. The data collected through the
survey might be analyzed using statistical techniques to identify patterns and trends in
consumer attitudes.
Sampling
Sampling is the process of selecting a group of people or things from a larger population
for the purpose of studying and drawing conclusions about the whole population. The
sample should be representative of the population to ensure that the findings can be
generalized. For example, if a researcher wanted to study the preferences of soft drinks
among college students in Nepal, they would need to randomly select a sample of
students from different universities across the country to ensure that the findings could
be generalized to the entire population of college students in Nepal.