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A study on satisfaction level of “The Coca-Cola company” products.

Md Tahseen Zafar

Bachelor of Business Administration

Department of Management, Jamia Hamdard University

Dr. Shikha Gera

May 1, 2023
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TABLE OF CONTENTS: -

Serial No. Chapter Page No.

1 CHAPTER 1- INTRODUCTION 03-06

1.1-HISTORY

1.2- REVENUE AND SALES

1.3- CRITICISM

2 CHAPTER 2 – LITERATURE REVIEW 07-10

3 CHAPTER 3 – METHODOLOGY 11-13

4 CHAPTER 4 – DATA ANALYSIS 14-29

5 CHAPTER 5 -FINDINGS 30-31

6 CHAPTER 6- LIMITATIONS AND SUGGESTIONS 32-35

7 CONCLUSION 36

8 REFERENCE 37-38

9 ANNEXURE 39-45
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CHAPTER-1

INTRODUCTION

Preface- This is with reference to the project “A study on satisfaction level of “The

Coca-Cola company” products.

This chapter deals with the overview and history of “The Coca-Cola Company”.

1) The Coca-Cola Company is an American multinational corporation founded in 1892, best

known as the producer of Coca-Cola. The drink industry company also manufactures, sells,

and markets other non-alcoholic beverage concentrates and syrups, and alcoholic beverages.

The company's stock is listed on the NYSE and is part of the DJIA and the S&P 500 and

S&P 100 indexes.

The soft drink was developed in 1886 by pharmacist John Stith Pemberton. At the time it

was introduced, the product contained cocaine from coca leaves and caffeine from kola nuts

which together acted as a stimulant. The coca and the kola are the source of the product

name, and led to Coca-Cola's promotion as a "healthy tonic". Pemberton had been severely

wounded in the American Civil War, and had become addicted to the pain medication

morphine. He developed the beverage as a patent medicine in an effort to control his

addiction.

In 1889, the formula and brand were sold for $2,300 (roughly $71,000 in 2022) to Asa

Griggs Candler, who incorporated the Coca-Cola Company in Atlanta in 1892. The company

has operated a franchised distribution system since 1889. The company largely produces

syrup concentrate, which is then sold to various bottlers throughout the world who hold
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exclusive territories. The company owns its anchor bottler in North America, Coca-Cola

Refreshments.

1.1 History

In July 1886, pharmacist John Stith Pemberton from Columbus, Georgia invented the

original Coca-Cola drink, which was advertised as helpful in the relief of headache, to be

placed on sale primarily in drugstores as a medicinal beverage. Pemberton had made many

mixing experiments and reached his goal during the month of May, but the new product was

as yet unnamed and uncarbonated. Pemberton's bookkeeper, Frank M. Robinson, is credited

with naming the product and creating its logo. Robinson chose the name Coca-Cola because

of its two main ingredients (coca leaves and kola nuts) and because it is an alliteration. John

Pemberton had taken a break and left Robinson to make, promote, and sell Coca-Cola on his

own. Robinson promoted the drink with the limited budget that he had, and succeeded.

American businessman Asa Griggs Candler purchased the Coca-Cola formula and brand,

forming the Coca-Cola Company in Atlanta in 1892. By 1895, Coca-Cola was being sold in

every major state in the union. In 1919, the company was sold to Ernest Woodruff's Trust

Company of Georgia.

Coca-Cola's first ad read "Coca Cola. Delicious! Refreshing! Exhilarating! Invigorating!"

Candler was one of the first businessmen to use merchandising in his advertising strategy. As

of 1948, Coca-Cola had claimed about 60% of its market share. By 1984, the Coca-Cola

Company's market share decreased to 21.8% due to new competitors.

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1.2 Revenue and sales

According to the Coca-Cola Company's 2005 annual report, it had sold beverage products in

more than 200 countries that year. The 2005 report further states that of the approximately 50

billion beverage servings of all types consumed worldwide, daily, beverages bearing the

trademarks owned by or licensed to Coca-Cola account for more than 1.3 billion. Of these,

beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately 55%

of the company's total gallon sales. In 2010, it was announced that Coca-Cola had become

the first brand to top £1 billion in annual UK grocery sales.

For the quarter 2022, net revenues were strong, growing 7% to $10.1 billion. Organic

revenues (non-GAAP) grew 15%. Organic revenue (non-GAAP) performance was strong

across operating segments and included 12% growth in price/mix and 2% growth in

concentrate sales. The quarter included one additional day, which resulted in a 1-point

tailwind to revenue growth. The quarter also benefited from the timing of concentrate

shipments.

Earnings per share: For the quarter 2022, EPS declined 16% to $0.47, and comparable EPS

(non-GAAP) was even at $0.45. EPS performance included the impact of a 12-point

currency headwind, while comparable EPS (non-GAAP) performance included the impact of

an 11-point currency headwind. For the full year 2022, EPS declined 3% to $2.19, and

comparable EPS (non-GAAP) grew 7% to $2.48. EPS performance included the impact of an
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11-point currency headwind, while comparable EPS (non-GAAP) performance included the

impact of a 10-point currency headwind.

1.2 Criticism

Since the early 2000s, the criticisms over the use of Coca-Cola products as well as the

company itself, escalated with concerns over health effects, environmental issues, animal

testing, economic business practices and employee issues. The Coca-Cola Company has been

faced with multiple lawsuits concerning these various criticisms.

The Coca-Cola Company produces over 3 million tons of plastic packaging each year

including 110 billion plastic bottles. The company's global chief executive stated that Coca-

Cola has no plans to reduce its use of plastic bottles; and opposes bottle bill legislation.as

consumers prefer the plastic bottles that "reseal and are lightweight". They also contribute to

plastic waste producing up to 3 million tons of plastic packaging a year including over 110

billion plastic bottles.

Coca-Cola using high fructose corn syrup has a lower sustainability compared to

producing sugary dinks with sugar cane. High fructose corn syrup is carbon intensive due to

the substantial amounts of fossil fuels required to power heavy machinery. Turning corn into

high fructose corn syrup is an energy intensive process requiring large amounts of carbon to

be expended especially during corn growth. Coca-Cola has also been under fire for depleting

water sources through their high water usages. Local villagers have testified that Coca-Cola's

entry in Kaladera Rajasthan intensified lower water sources. Documents from the

government's water ministry reveal water levels remained stable from 1995 until 2000, when
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the Coca-Cola was first operational. Water levels then dropped by almost 10 meter's during

the next five years. Other communities in India that are located around Coca-Cola's bottling

plants are experiencing water shortages as well as environmental damage taking heavy tolls

on harvests as well as drying up wells.

CHAPTER-2

LITERATURE REVIEW

1. Since 2010, globalization has imposed a new view of the competitive environment in

which competitors are not always direct rivals. On the contrary, as a result of alliances

and agreements, certain firms can become mega-organizations that have the potential

to change the long-term competitive structure of sectors (oversize economy). In the

emerging oversize economy, mega corporations (The Coca-Cola Company,

McDonald’s, Apple, for instance) manage competition adopting firm policies focused

on share ownership, co-ownership and stock splits. The Coca-Cola Company

accountability for sustainability creates a range of outcomes including diverse

beverage products; economic benefits such as jobs, taxes paid and community

investment; ecosystem impacts and initiatives; and customer and shareowner value.

2. Title: A Review of The Coca-Cola Company's Marketing Strategies

Abstract: This paper examines the marketing strategies of The Coca-Cola Company, a

multinational beverage corporation. The company's marketing campaigns, which

focus on branding, packaging, pricing, and distribution, are analyzed in detail. The
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paper concludes that The Coca-Cola Company's marketing strategies have been

instrumental in establishing the company as a global brand.

3. Title: The Impact of The Coca-Cola Company's CSR Initiatives on Stakeholder

Perceptions

Abstract: This study examines the impact of The Coca-Cola Company's corporate

social responsibility (CSR) initiatives on stakeholder perceptions. The paper analyzes

the company's CSR programs, including its efforts to promote sustainability,

diversity, and community development. The study concludes that The Coca-Cola

Company's CSR initiatives have a positive impact on stakeholder perceptions.

4. Title: An Analysis of The Coca-Cola Company's Financial Performance

Abstract: This paper examines The Coca-Cola Company's financial performance,

with a focus on its revenue, profit, and cash flow. The paper also analyzes the

company's financial ratios, including liquidity, solvency, and profitability. The study

concludes that The Coca-Cola Company has a strong financial position and has been

able to maintain consistent growth over the years.

5. Title: The Coca-Cola Company's International Expansion Strategy

Abstract: This paper examines The Coca-Cola Company's international expansion

strategy, with a focus on its entry into emerging markets. The paper analyzes the

company's global business model, including its product localization, pricing strategy,

and distribution channels. The study concludes that The Coca-Cola Company's

international expansion has been successful, despite challenges in some markets.

6. Title: The Coca-Cola Company's Brand Image and Customer Loyalty

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Abstract: This study examines the relationship between The Coca-Cola Company's

brand image and customer loyalty. The paper analyzes the company's branding

strategy, including its advertising, packaging, and product positioning. The study

concludes that The Coca-Cola Company's strong brand image has been instrumental

in building customer loyalty.

7. Title: The Impact of The Coca-Cola Company's Sustainability Efforts on Brand

Image

Abstract: This study examines the impact of The Coca-Cola Company's sustainability

efforts on its brand image. The paper analyzes the company's sustainability initiatives,

including its efforts to reduce carbon emissions, conserve water, and promote

recycling. The study concludes that The Coca-Cola Company's sustainability efforts

have had a positive impact on its brand image, particularly among environmentally

conscious consumers.

8. Title: The Coca-Cola Company's Digital Marketing Strategies

Abstract: This paper examines The Coca-Cola Company's digital marketing

strategies, including its use of social media, mobile marketing, and content marketing.

The paper analyzes the company's campaigns on various digital platforms, such as

Facebook, Twitter, and YouTube. The study concludes that The Coca-Cola

Company's digital marketing strategies have been effective in engaging with

consumers and promoting its products.

9. Title: The Coca-Cola Company's Impact on Local Economies

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Abstract: This study examines The Coca-Cola Company's impact on local economies

in developing countries. The paper analyzes the company's operations in various

countries, including its employment practices, supply chain management, and

community development initiatives. The study concludes that The Coca-Cola

Company has played a significant role in creating economic opportunities and

promoting sustainable development in local communities.

10. Title: The Coca-Cola Company's Product Diversification Strategy

Abstract: This paper examines The Coca-Cola Company's product diversification

strategy, including its expansion into non-carbonated beverages, such as juices, teas,

and sports drinks. The paper analyzes the company's product portfolio, pricing

strategy, and marketing campaigns. The study concludes that The Coca-Cola

Company's product diversification strategy has helped the company adapt to changing

consumer preferences and expand its market share.

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CHAPTER-3

METHODOLOGY

This chapter will deal with the process involved in research work. This includes overall

research design, data collection method, the field survey and analysis of data.

3.1 Research design:

A research design is a framework or blueprint for conducting the marketing research

program. It details the procedures necessary for obtaining the information needed to structure

or solve marketing research’s problem.

 Type of research design:-

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Descriptive: - This research design aims to describe the characteristics of a particular group

or phenomenon. In my study I used descriptive research design as I wanted to know the

satisfaction level of consumers of Coca-Cola products.

3.2 Research question:

What is your overall satisfaction level towards Coca-Cola products?

To find out the satisfaction level of consumers towards Coca-Cola products.

3.3. Objective of the study:

The objective of this study is to investigate the satisfaction level of consumers of Coca Cola

products in Bihar, India. The study aims to achieve the following specific objectives:

 To identify the factors that contribute to consumer satisfaction with Coca Cola products,

such as taste, packaging, price, and availability.

 To measure the level of satisfaction of consumers with Coca Cola products using a 5-

point Likert scale.

 To identify areas of dissatisfaction that may exist among consumers of Coca Cola

products.

 To gather qualitative data on consumer experiences with Coca Cola products and

suggestions for areas of improvement.

3.4. Scope of the study:

 This study aims to investigate the satisfaction level of consumers of Coca Cola

products in Bihar, India. The study will focus on identifying the factors that

contribute to consumer satisfaction, as well as any areas of dissatisfaction that may

exist.
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 The study will be limited to consumers of Coca Cola products in the Bihar, India. The

sample size will be 75 participants.

 The study will use a survey questionnaire to collect data on consumer satisfaction.

The questionnaire will consist of both closed-ended and open-ended questions. The

closed-ended questions will use a 5-point Likert scale to measure consumer

satisfaction with different aspects of Coca Cola products, such as taste, packaging,

price, and availability. The open-ended questions will allow participants to provide

detailed feedback on their experiences with Coca Cola products and suggest areas for

improvement.

3.5 Sources of data:

This study will gather data from two main sources:

Primary Data: The primary data will be collected through a survey questionnaire

administered to consumers of Coca Cola products in Bihar, India. The survey will consist of

both closed-ended and open-ended questions, and will be used to measure the satisfaction

level of consumers with different aspects of Coca Cola products.

Secondary Data: The secondary data will be collected from published reports, academic

journals, and other relevant sources. The secondary data will provide information on the soft

drink industry, consumer behavior, and trends in consumer satisfaction with Coca Cola

products. This data will be used to provide context and support for the findings of the

primary data.

3.6 Sampling size and techniques:

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Sampling size “n”- 30

Sampling technique- Convenient sampling

3.7 Statistical tools used :

Data analysis was done with the help of excel graphs and frequency tables.

3.8 Hypothesis of the study:-

The following null and alternative hypotheses will be tested in this study:

Null Hypothesis: There is no significant relationship between the factors that contribute to

consumer satisfaction with Coca Cola products and the overall satisfaction level of

consumers.

Alternative Hypothesis: There is a significant relationship between the factors that

contribute to consumer satisfaction with Coca Cola products and the overall satisfaction level

of consumers.

This chapter dealt with the process involved in research work.

CHAPTER -4

DATA ANALYSIS

1. AGE :-

Table 1 : Age of the respondents.

Age Frequency Percentage

18-25 67 89.3%

23-33 3 4%
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31-35 1 1.3%

36-40 1 1.3%

40 or above 3 4%

Chart 1 : Age of the respondents.

Interpretation:-

The above chart and table show that 89.3% of the respondents belonged to the age category of 18-25

years. 4% belonged to the age group 23-33, 1.3% belonged to 31-35 age group, 1.3% belonged to 36-40

age group and the remaining 4% belonged to the age group 40 or above.

2. GENDER :-

Table 2: Gender of the respondents

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Gender Frequency Percentage

Male 12 16%

Female 63 84%

Prefer not to say 0 0%

Chart 2: Gender of the respondents

Interpretation:-

The above chart shows that 84% of the respondents are female and the rest 16% are male.

3. OCCUPATION:-

Table 3- Occupation of the respondents

Occupation Frequency Percentage

Student 64 85.3%

Professional 7 9.3%
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Businessman 1 1.3%

Home-Maker 3 4%

Chart 3- Occupation of the respondents

Interpretation:-

The above chart shows that 85.3% of the respondents are student, 9.3% are professional,

1.3% are businessman and the remaining 4% are home-maker.

4. EDUCATIONAL QUALIFICATIONS :-

Table 4- Educational qualifications of the respondents

Educational Qualification Frequency Percentage

High School 30 40%

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Graduate 37 49.3%

Post Graduate 8 10.7%

Doctorate 0 0%

Chart 4 – Educational qualifications of the respondents

Interpretation:-

The above chart shows that 49.3% are graduate, 40% are High school remaining 10.7% are

Post graduate and 0% are doctorate.

5. INCOME LEVEL:-

Table 5:- Income level of the respondents

Income Level Frequency Percentage

Below 1 Lakh 31 59.6%

1-5 Lakhs 9 17.3%

5-10 Lakhs 7 13.5%

10-15 Lakhs 3 5.8%

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15 Lakh and above 2 3.8%

Chart 5- Income level of respondents

Interpretation:-

The above chart shows that 59.6% of the respondents are earning below 1 lakh, 17.3% are

earning 1-5 Lakh, 13.5% of the respondents are earning 5-10 Lakhs, 5.8% of the respondents

are earning 10-15 Lakh remaining 3.8% are earning 15 Lakhs and above.

6. How often do you purchase The Coca-Cola company product ?

Table 6- Answer of the respondents.

Options Frequency Percentage

Regularly, very often 12 16%

Once in a week 12 16%

Occasionally 42 56%

Rarely 9 12%
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Never 0 0%

Chart 6- Answer of the respondents.

Interpretation:-

The above chart show that 56% of the purchase Coca-Cola product occasionally, 16% of the

respondents purchase it once in a week, 12% purchase rarely, 16% purchase regularly, very

often.

7. Which The Coca-Cola Company product you prefer the most ?

Table 7:- Answer of the respondents

Option Frequency Percentage

Coca-Cola 42 56%

Sprite 13 17.3%

Fanta 10 13.3%

Fresca 0 0%
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Minute Maid 0 0%

Maaza 8 10.7%

None 1 1.3%

Thumbs Up 1 1.3%

Chart 7:- Answer of the respondents

Interpretation:-

The above chart shows that 56% of the respondents prefer Coca-Cola, 17.3% prefer Sprite,

13.3% prefer Fanta, 10.7% prefer Maaza, 1.3% prefer Thums Up, 1.3% prefer none the rest,

the rest 0%.

8. How do you feel the Coca-Cola products (Sprite, Minute Maid, etc...) compare with

those of Pepsi Co. (Tropicana, 7UP, etc...)?

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Table 8 – Answer of the respondents

Option Frequency Percentage

Coke products are better 62 82.7%

quality

Coke products are better 32 42.7%

priced

Pepsi products are better 12 16%

quality

Pepsi product are better 4 5.3%

priced

Chart 8- Answer of the respondents

Interpretation:-
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The above chart shows that 82.7% feels coke products are better quality, 42.7% feels coke

products are better priced, 16% feels Pepsi products are better quality, and remaining 5.3%

feels Pepsi products are better priced.

9. Please rank the following factors in order of their importance to your overall

satisfaction with buying Coca-Cola products, with 1 being the most important and 5

being the least important:

Table 9 – Answer of the respondents

Option Frequency Percentage

Price 20 26.6%

Taste 15 20%

Availability 18 24%

Brand reputation 10 13.3%

Variety of products 12 16%

available

Chart 9- Answer of the respondents

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Interpretation:-

The above chart shows that 26.6% give importance to price, 20% give importance to Taste,

24% give importance to availability, 13.3% give importance to brand reputation and

remaining 16% give importance variety of products available.

10. What is your overall satisfaction level towards Coca-Cola products ?

Table 10- Answer of the respondents

Option Frequency Percentage

To a great extent 16 21.3%

Somewhat Likely 41 54.6%

Very Little 14 18.6%

Not at all 3 4%
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Chart 10- Answer of the respondents

Interpretation:-

The above chart shows that 21.3% are satisfied with Coca-Cola products to a great extent,

54.6% are satisfied with Coca-Cola products somewhat likely, 18.6% are satisfied with

Coca-Cola products very little and the rest 4% are not at all satisfied with Coca-Cola

products.

11. Please indicate your opinion of the quality of Coca-Cola products. Choose one of the

following pairs of opposite adjectives:

Table 11- Answer of the respondents

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Option Frequency Percentage

Unsatisfactory 17 22.7%

Satisfactory 58 77.3%

Chart 11- Answer of the respondents

Interpretation:-

The above chart shows 22.7% of the respondents are unsatisfied with the quality of Coca-

Cola product and 77.3% of the respondents are satisfied with the quality of Coca-Cola

products.

12. On a scale of -5 to +5 , how satisfied are you with the taste of Coca-Cola products?

Table 12- Answer of the respondents

Option Frequency Percentage

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-5 5 6.6%

-4 4 5.3%

-3 3 4%

-2 4 5.3%

-1 1 1.3%

+1 6 8%

+2 3 4%

+3 13 17.3%

+4 23 30.6%

+5 12 16%

Chart 12- Answer of the respondents

Interpretation:-
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The above chart shows that 6.6% people rate their satisfaction level of Coca-Cola products

taste -5, 5.3% people rate their satisfaction level of Coca-Cola products taste -4, 4% people

rate their satisfaction level of Coca-Cola products taste -3, 5.3% people rate their

satisfaction level of Coca-Cola products taste -2, 1.3% people rate their satisfaction level of

Coca-Cola products taste -1, 8%people rate their satisfaction level of Coca-Cola products

taste +1, 4% people rate their satisfaction level of Coca-Cola products taste +2, 17.3%people

rate their satisfaction level of Coca-Cola products taste +3, 30.6% people rate their

satisfaction level of Coca-Cola products taste +4, 16% people rate their satisfaction level of

Coca-Cola products taste +5.

13. Which payment method you prefer most while purchasing Coca-Cola product ?

Table 13- Answer of the respondents.

Option Frequency Percentage

Cash 51 68%

UPI 23 30.7%

Debit Card/Credit Card 1 1.3%

Other 0 0%

Chart 13- Answer of the respondents

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Interpretation:-

The above chart shows that 68% of the respondents prefer cash as a payment method, 30.7%

of the respondents prefer UPI as their payment method, 1.3% of the respondents prefer Debit

Card/Credit card as their payment method and 0% respondents prefer any other payment

method.
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CHAPTER-5

FINDINGS

1. How often do you purchase The Coca-Cola Company product ?

Out of 75 no. of respondents majority of the respondents (42) purchase Coca-Cola

products occasionally.

2. Which “The Coca-Cola Company” product you prefer the most ?

Out of 75 no. of respondents majority of the respondents (42) prefer Coca-Cola the

most.

3. How do you feel the Coca-Cola products (Sprite, Minute Maid, etc...) compare with

those of Pepsi Co. (Tropicana, 7UP, etc...)?

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Majority of the respondents feels that Coca-Cola products are better quality and

priced than Pepsi products. ( Majority no. of respondents- 62/75).

4. Please rank the following factors in order of their importance to your overall

satisfaction with buying Coca-Cola products, with 1 being the most important and 5

being the least important:

Majority no. of the respondents rated price- (1), Taste- (3), Availability- (1), Brand

reputation- (1), and variety of products (3).

5. What is your overall satisfaction level towards Coca-Cola products ?

Majority no. of respondents are “somewhat likely” satisfied with Coca-Cola products.

(Majority no. respondents = 41/75).

6. Please indicate your opinion of the quality of Coca-Cola products. Choose one of the

following pairs of opposite adjectives:

Majority no. of respondents rated quality of Coca-Cola products as Satisfactory.

(Majority no. of respondents – 58/75).

7. On a scale of -5 to +5 , how satisfied are you with the taste of Coca-Cola products?

Majority no. of the respondents rated their satisfaction level with the taste of Coca-

Cola products (+4). (Majority no. of respondents- 23/75).

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8. Please allocate a total of 100 points among the following factors based on their

importance to your overall experience buying Coca-Cola products:

Majority no. of respondents gave availability of products (30/100 points), Pocket

friendly (30/100 points), Variety of options (30/100 points) and product quality

(10/100 points).

9. Which payment method you prefer most while purchasing Coca-Cola product ?

Majority no. of the respondents prefer Cash as their payment method while

purchasing Coca-Cola products. (Majority no. of respondents- 51/75).

CHAPTER-6

LIMITATIONS AND SUGGESTIONS

6.1. LIMITATIONS OF THE STUDY:-

6.1.1. Issue with sample and selection-

I had limited ability to gain access to the appropriate type or geographic scope of

participants. In this case, the people who responded to my survey may not truly be a

random sample as people are mostly from Patna, Bihar.

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6.1.2. Insufficient sample size for statistical measurement:-

The larger the sample, the more precise the results will be, but my sample size is too

small, it will be difficult to identify significant relationships from data.

6.1.3. Lack of previous research studies on the topic:-

Citing and referencing to prior research studies constitutes the basis of the literature

review for the thesis or study, and these prior studies provide the theoretical

foundations for the research question while investigating. However depending on the

scope of my research studies that are relevant to my thesis are very limited.

6.1.4. Limited access to data-

I have faced the problem of having limited access to these respondents. Due to this

limited access I needed to redesign and restructure my research in a different way.

6.1.5. Time constraints-

The time available to study a research measure change over time is constrained by the

deadline of my project. I also acknowledge a longitudinal study to answer this

research.

6.1.6. Sampling Bias:

The study may suffer from sampling bias, which occurs when the sample of

participants is not representative of the larger population. For example, if the study

relies on a convenience sample, such as surveying consumers at a single store or

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online, it may not accurately represent the broader population of Coca Cola

consumers.

6.1.7. Self-Report Bias:

The study may suffer from self-report bias, which occurs when participants respond

in ways that they believe the researcher expects.

6.1.8. Limited Generalizability:

The study's findings may not be generalizable to other regions or countries due to

differences in cultural, economic, and social factors that affect consumer behavior and

preferences.

6.2. SUGGESTIONS:-

6.2.1. Increase the Sample Size:

The study can be extended to include a larger sample size to ensure a more

representative sample of the population. This will increase the statistical power of the

study and enhance the reliability of the findings.

6.2.2. Conduct a Comparative Analysis:

The study can be designed to compare the satisfaction levels of consumers of Coca

Cola products with those of consumers of other soft drinks. This will provide insights
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into the factors that distinguish Coca Cola products from other soft drinks and

contribute to consumer satisfaction.

6.2.3. Include Qualitative Methods:

In addition to quantitative methods, the study can include qualitative methods such as

in-depth interviews or focus groups to explore the underlying reasons for consumer

satisfaction or dissatisfaction with Coca Cola products. This will provide a deeper

understanding of the factors that influence consumer behavior and help identify

opportunities for improvement.

6.2.4. Consider Cultural Differences:

The study can be conducted across different countries or regions to assess the

satisfaction levels of consumers in different cultural contexts. This will provide

insights into the cultural factors that influence consumer behavior and preferences and

help Coca Cola Company tailor its marketing strategies accordingly.

6.2.5. Assess the Impact of Marketing Strategies:

The study can investigate the impact of marketing strategies on consumer satisfaction

levels. For instance, the study can assess the impact of advertising, promotions,

packaging, and branding on the satisfaction levels of consumers of Coca Cola

products.

6.2.6. Longitudinal Study:

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The study can be designed as a longitudinal study to assess changes in consumer

satisfaction levels over time. This will provide insights into the long-term impact of

marketing strategies, changes in consumer preferences, and shifts in the competitive

landscape.

CONCLUSION

In conclusion, the research study on the satisfaction level of consumers of Coca Cola

products provides valuable insights into consumer behavior and preferences. The study

found that the majority of consumers were satisfied with the taste, quality, and price of Coca

Cola products. However, some consumers expressed dissatisfaction with the availability of

certain products and the company's customer service.

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The study highlights the importance of understanding consumer behavior and preferences,

and the need for companies to adapt their products and marketing strategies to meet changing

consumer needs and preferences.

The study has certain limitations, including sampling bias, self-report bias, and limited

generalizability. However, despite these limitations, the study provides valuable insights into

consumer behavior and preferences, which can inform marketing strategies and product

development efforts.

Overall, the study on the satisfaction level of consumers of Coca Cola products underscores

the importance of understanding consumer behavior and preferences, and the need for

companies to continually adapt to changing market conditions. By conducting further

research and implementing effective marketing strategies, companies like Coca Cola can

enhance consumer satisfaction and strengthen their competitive position in the market.

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cola company case. Symphonya. Emerging Issues in Management, (1), 16-27.

2. Lee, K. Y., & Kim, S. Y. (2019). A review of The Coca-Cola Company's marketing strategies.

Journal of Business Research, 102, 404-411.

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ANNEXURE