Kiransingh Final Report

“A STUDY ON CONSUMER BUYING
BEHAVIOUR TOWARDS COCA-COLA IN

KARNATAKA”
Report submitted to
GEN Society’s,
GLOBAL BUSINESS SCHOOL, HUBLI

(Affiliated to Karnatak University, Dharwad & Recognized by AICTE, New Delhi)
By
KIRANSINGH YANKANCHI
19MBA213
Under the guidance of
Prof. Dr. Bhargav Revankar

Associate Professor
JUNE 2020
GLOBAL BUSINESS SCHOOL
HUBLI-580026
GEN Society’s,
GLOBAL BUSINESS SCHOOL, HUBLI

(Affiliated to Karnatak University, Dharwad & Recognized by AICTE, New Delhi)
CERTIFICATE
This is to certify that the Summer Internship Project 2020 entitled “A STUDY ON
CONSUMER BUYING BEHAVIOUR TOWARDS COCA-COLA IN
KARNATAKA” is the bonafide record of independent research work conducted
by Mr. KIRANSINGH YANKANCHI (Reg.No: 19MBA213) under my
supervision, submitted to Karnataka University, Dharwad for the partial fulfilment
for the award of the Degree of Master of Business Administration and that the
project has not previously formed the basis for the award of any degree, diploma,
Associate ship, Fellowship or title.
Place: Hubli Prof. Dr. Bhargav Revankar
Date: 27-7-2020 Institution Guide
DIRECTOR
Global Business School,
Hubli - 580026
ACKNOWLEDGEMENT
The research report will be incomplete without acknowledge giving my sincere,

gratitude to all persons who have helped me in the preparation of this project. First
of all, I thank God for the blessings showered on me and I thank my friends and
family throughout this project work.
I thank Global Business School, Hubli for having given me this opportunity to put
practice, the theoretical knowledge that i imparted from the program. I thank the
Internship guide, Prof.Dr. Bhargav Revankar (Associate professor) for having
guided and supported me through the course of the internship.
Last but not the least, I am thankful to all customers who gave us their precious time
and support to fulfil this task, without their co-operation the study would not have
seen the light of the day & complete.
KIRANSINGH YANKANCHI
DECLARATION
I, KIRANSINGH YANKANCHI (19MBA213) hereby declare that the Project
titled " A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS
COCA-COLA IN KARNATAKA” submitted by me in partial fulfillment of the
requirement for the award of the degree of “Master of Business Administration”
by Karnataka University, Dharwad; this is not submitted elsewhere for the award of
any other degree or diploma.
Date: 27-7-2020 KIRANSINGH YANKANCHI
Place: Dharwad M.B.A II semester

A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS COCA-COLA IN KARNATAKA
TABLE OF CONTENTS
EXECTIVE SUMMARY………………………………………………………………..5
INTRODUCTION……………………………………………………………………….7
• About Industry / Organization………………………………………...8
LITERATURE REVIEW………………………………………………………………17
THEORETICAL CONCEPTS…………………………………………………………21
RESEARCH METHODOLOGY………………………………………………………27
• Introduction .................................................................................. 28
• Nature of Study ............................................................................ 28
• Statement of the problem ............................................................ 28
• Title of the project........................................................................ 28
• Objectives ..................................................................................... 28
• Hypothesis (if any) ....................................................................... 29
• Study Area .................................................................................... 29
• Data Collection Method: ............................................................. 29
• Primary Data (if any) : ................................................................ 29
• Secondary Data (if any):.............................................................. 29
• Sampling: ...................................................................................... 29
• Sampling Method:........................................................................ 29
• Types of Statistical Tools ............................................................. 29
DATA ANALYSIS & INTERPRETATION ………………………………………….30
FINDINGS……………………………………………………………………………….71
SUGGESTION…………………………………………………………………………..72
CONCLUSION…………………………………………………………………………..73
BIBLIOGRAPHY (APA format) ………………………………………………………74
(Books & Magazines, Primary Data, Journals, Website, periodical, Reports etc)
ANNEXURES...…………………………………………………………………………..76
a) Questionnaire , Interview scheme..........................................................................76
b) pictures (if any).....................................................................................................83
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19MBA213 | Global Business School
TABLE OF FIGURE
Figure 1: Gender……………………………………………………………………………...31
Figure 2: Activities…………………………………………………………………………...32
Figure 3: Qualification……………………………………………………………………….33
Figure 4: Age…………………………………………………………………………………34
Figure 5: Marital Status………………………………………………………………………35
Figure 6: Location……………………………………………………………………………36
Figure 7: Occupations………………………………………………………………………..37
Figure 8: Family type………………………………………………………………………...38
Figure 9: I purchase Coca-Cola product……………………………………………………...42
Figure 10: Do you buy Coca-Cola drink for…………………………………………………43
Figure 11: How many glasses do you drink per week…………………………………….…46
Figure 12: Source of awareness………………………………………………………………65
Figure 13: Have you decided to purchase Coca-Cola product after watching advertisement.66
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Table No. 1: Reason for Less than 25 Age......................................................................................39

Table No. 2: Reason for 26-30 Age..................................................................................................39
Table No. 3: Reason for Male............................................................................................................40
Table No. 4: Reason for Female........................................................................................................41
Table No. 5: Buying pattern for less than 25 Age..........................................................................44
Table No. 6: Buying pattern for 26-30 Age....................................................................................44
Table No. 7: Buying pattern for Male..............................................................................................45
Table No. 8: Preferred Channel for Less than 25 Age...................................................................47
Table No. 9: Preferred Channel for 26-30 Age...............................................................................47
Table No. 10: Preferred Channel for Male......................................................................................45
Table No. 11: Preferred Channel for Female..................................................................................49
Table No. 12: Price of Coca-Cola product for Male......................................................................50
Table No. 13: Price of Coca-Cola product for Female..................................................................50
Table No. 14: Price of Coca-Cola product for Less than 25 Age................................................51
Table No. 15: Price of Coca-Cola product for 26-30 Age............................................................52
Table No. 16: like to have at\in for Male.........................................................................................53
Table No. 17: like to have at\in for Less than 25 Age....................................................................54
Table No. 18: like to have at\in for 26-30 Age...............................................................................55
Table No. 19: Prefer to have Coca-Cola for Male..........................................................................56
Table No. 20: Prefer to have Coca-Cola for Female.....................................................................57
Table No. 21: Prefer to have Coca-Cola for Less than 25 Age...................................................58
Table No. 22: Prefer to have Coca-Cola for 26-30 Age..............................................................59
Table No. 23: Anova...................................................................................................................60-61
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Table No. 24: Anova Hypothesis............................................................................................62-63
Table No. 25: Anova Brand image...............................................................................................64
Table No. 26: I associate brand Coca-Cola for Less than 25 Age………………………...67
Table No. 27: I associate brand Coca-Cola for 26-30 Age........................................................68
Table No. 28: I associate brand Coca-Cola for Male.................................................................69
Table No. 29: I associate brand Coca-Cola for Female.............................................................70
4
EXECUTIVE SUMMARY
The main objectives of this project attempts to understand the consumer buying behaviour and
preference which would be helpful to understand buying pattern related to price, service,
quality and availability of products towards various energy drinks in this view, I have preferred
to undertake my research on the consumer buying pattern towards Coca-Cola. and for this I
preferred the population size from the state of Karnataka with 190 respondents with the help
of their responses I will be conducting factor analysis and descriptive statistic using SPSS this
will further help me to interpret the various buying pattern of the consumer of different
demographic profile.
5
INTRODUCTION
6
INTRODUCTION
The study is chosen to know the consumer buying behaviour associated with the various
different packages of coca cola soft drinks. The behaviour levels of consumers are associated
with the price, service, quality and availability of products and other factors.
The focus is on to know the factors which influences the consumers to buy the coke of preferred
pack in coca cola company. The factors include brand name of the company, price, service,
quality and availability of products and other minor aspects.
The study also focuses on the personal opinion of the consumers on the company and the
satisfaction level of the product they purchased as well as the opinion. And The study also
focuses on the customers buying pattern related to Coca Cola products as well as preference.
The study also focused on their expectation of the consumers and their buying behaviour which
is useful for the company.
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ABOUT INDUSTRY / ORGANIZATION
HISTORY OF COCA-COLA
The Coca-Cola invented by John Pemberton in 1886, Coca-Cola was meant as a drink to impart
good health and stamina. Pemberton was a pharmacist from Columbus, Georgia who originally
made a coca wine called Pemberton‟s French Wine Coca in 1885.
When prohibition laws were passed within his county, Pemberton set out to make a new,
nonalcoholic drink. What he created was a pleasant tasting syrup that could be mixed with
carbonated water and served at the soda fountain as a refreshing drink. He first sold this drink
for five cents a glass at his establishment, Jacob‟s Pharmacy in Atlanta, Georgia. The average
sales for the first eight months averaged nine glasses a day. Another Atlanta pharmacist and
businessman, Asa Griggs Candler bought into Pemberton‟s company, and in the following
year, Pemberton sold Candler his remaining interest in the company.
Asa Candler purchased exclusive rights to the Coca-Cola formula in 1891 and by the following
year, had increased sales ten times over. Sales were going so well that Candler sold his
pharmaceutical business and devoted himself fully to the success of Coca-Cola. His brother,
John, and Pemberton‟s former partner, Frank Robinson, joined Candler and together they
formed The Coca-Cola Company.
The trademark “Coca-Cola” was registered in the US Patent Office on January 31, 1893.
Candler continued to grow the business with aggressive advertising and distributing thousands
of free drink coupons.
In 1894 the popular drink was sold in bottles for the first time. Beginning in 1899, independent
bottling companies were licensed to bottle Coca-Cola – a practice that is still in use today by
the US soft drink industry.
In the early 1920s Robert Woodruff, then president of The Coca-Cola Company, demanded
strict standards at soda fountains where drinks were mixed, in order to create a uniform, quality
product. This “Quality Drink” campaign included having trained service people at the soda
fountains to ensure that Coca-Cola was served correctly.
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In 1926 Woodruff established the Foreign Department, which in 1930 became a subsidiary of
Coca-Cola known as The Coca-Cola Export Corporation. Woodruff was determined to expand
the Coca-Cola Company internationally. Plants had already been built in France, Cuba,
Panama, Canada, Puerto Rico, the Philippines and Guam.
Woodruff introduced the revolutionary new 6-bottle cartons that made it easier to take Coca-
Cola home. In 1928, bottle sales exceeded those at the soda fountain. In 1929 metal, top-
opening coolers were created to dispense bottles of ice-cold Coca-Cola in stores and filling
stations.
1930s news article for self-serve fountains.
Automatic soda dispensers made their debut in 1933 at the Chicago World‟s Fair when
CocaCola introduced the Dole Master Dispenser. This was the first soda dispenser that was
able to mix the carbonated water and cola syrup together automatically, which was then
dispensed merely with a pull of the handle.
When WWII broke out, Robert Woodruff was quoted as saying that he wanted “to see that
every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is and whatever it
costs the Company.” During the war, 64 bottling plants were constructed as close as was
possible near areas of combat in N. Africa, the Pacific and Europe. Military personnel
consumed more than 5 billion bottles of Coca-Cola during WWII.
In 1955 Coca-Cola was first put into cans for military personnel in Japan and the Pacific, but
bottlers did not embrace this new container until 1960. The now world-famous drink was also
now offered in 10-, 12- and 26-ounce bottles. The first plastic 2-liter bottle was introduced in
1977.
In 1985 the formula for Cola-Cola was changed and The Coca-Cola Company released a new
Coke. There was such a negative reaction to this change that the old formula was re-released
within 8 months with the name Coca-Cola Classic. On July 12th of 1985, the new Coke was
the first soft drink to be consumed in space, having been placed in specially designed cans just
9
for the trip on the Space Shuttle Challenger. These containers were called the “Coca-Cola
Space Can”.
Diet Coke became the first diet soft drink consumed in space aboard the Space Shuttle
Discovery in February of 1995. This trip marked the first time soda fountain equipment was
used in space.
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FMCG INDUSTRY IN INDIA
FMCG or the Fast Moving Consumer Goods industry is also known as the CPG (Consumer
packaged goods) industry in India. This industry is named so because goods are produced,
distributed, marketed and consumed within a short span of time.
Products which are frequently purchased are examples of Fast Moving Consumer Goods.
FMCG products mainly include; toiletries, detergents, tooth cleaning products, soaps,
cosmetics, shaving products, paper products, glassware, batteries, plastic goods and bulbs.
FMCG also includes consumer electronics, pharmaceuticals, soft drinks, packaged food
products, tissue paper and chocolates.
Currently the FMCG Market in India is one of the biggest and is growing at a rapid rate of
almost 60 per cent. Despite the economic downturn the FMCG Market in India currently stands
at Rs.85,000 crore. The phenomenal growth of the FMCG industry especially in the tier II and
tire III cities in India is mostly due to the improvement in the standard of living of the people
of such cities and the rise in the level of disposable income. Over the last few years companies
like Dabur, HUL and ITC have managed to change the face of the FMCG industry in India by
using cutting edge technology in production and a very strong distribution channel. Companies
like Colgate Palmolive and Britannia have also managed to penetrate into the urban areas of
the country.
The FMCG sector in India happens to be the fourth largest in the world. According to experts
this industry will reach US$ 33.4 billion by 2015. Both the organized and the unorganized
sectors are largely responsible for the success of the Indian FMCG industry.
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BEVERAGE INDUSTRY IN INDIA
The food processing industry in India has a total turnover of around USD 65 billion which
includes value added products of around USD 20.6 billion. Coca cola, Pepsi, and Nestle are
the leading beverage brands that have been ruling the Indian beverage market since past few
decades. Among all the beverages, tea and coffee are manufactured as well as exported heavily
in the international markets succumbing to the individual demands around the world.
The beverage industry in India constitutes of around USD 230 million among the USD 65
billion food processing industry. The major sectors in beverage industry in India are tea and
coffee which are not only sold heavily in the domestic market but are also exported to a range
of leading overseas markets. Half of the tea and coffee products are available in unpacked or
loose form. Among the hot beverages manufactured in India, tea is the most dominant beverage
that is ruling both the domestic and international market even today. The supply of tea and
coffee is insurmountable in the Indian beverage industry.
The taste factor in tea varies according to the taste of individuals in different countries and the
beverage companies in India manufacture the products in accordance with the taste of the
individuals. For example, the inhabitants in the southern parts of India prefer dust tea whereas
the inhabitants in the western part of India prefer loose tea. The Southern India also prefers
coffee a lot. The soft drink market such as carbonated beverages and juices constitutes around
USD 1 billion producing 284 million crates per year. In the peak season, the consumption
capacity reaches 25 million creates per month and during off season the same goes down to 15
million crates in a month. Pepsi and Coca cola are the two leading brands in the Indian market.
The mineral water market in India is a USD 50 million industry and produces 65 million crates.
Around 4.9 million crates is usually consumed each month but it rises to 5.2 million crates in
the peak season.
Fruit juices, pulp and concentrates, and sauces or ketchups are doing very well in the beverage
market in India for the past few years. Various milk products, health beverages, beer, and
country liquors have also been contributing largely in the rising demand of beverages in India.
The leading beverage companies in India are also exporting various products especially tea and
12
coffee to the international markets every year. Tea and coffee have registered an excellent
growth in the Indian beverage market as these are the most preferred drinks purchased
excessively around the world. Among all the leading beverage companies in India, Coca cola
has accounted for a thriving growth since its inception. It occupies around 60 percent of the
carbonated drink sector in the Indian beverage industry. Another predominant brand in
beverages is Nestle India Limited which occupies 61.85 percent of the total Nestle S.A.
Switzerland. The Nestle products are hugely exported to Russia apart from selling in the
domestic market.
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CONCSIE OBSERVATION: ENERGY DRINKS
Energy drinks are a kind of functional food which is a new product category promising
consumer some improvement in physiological functions. From 2001 to 2006, the total energy
drinks consumption globally has been rising sharply from 1,682.1 million liters in 2001 to
3,407 million liters in 2006. Energy drinks seems to be continuously popular over time. The
frequency of purchase worldwide will gradually rise from now to 2012.
The future of energy drinks worldwide is optimistic. The development in product, marketing
and pricing strategies of energy drinks manufacturers can be hence challenging especially when
compared to conventional healthy food like low-fat food, high-fiber food or vegetables.
(Newman, 2008) Energy drinks usually emphasize its role on consumers‟ body system such as
keeping drinkers awake, alert and fresh. Particular components in energy drinks are directly
connected with well-defined physiological effects and the health benefit is linked directly to
product.
• Energy drinks are caffeinated beverage products, which exceed 145 mg of caffeine per liter.
The products are marketed as non-alcoholic beverages, which are consumed to boost energy.
The increased demand for energy boosters from the young population in parties and clubs is
accelerating the demand for energy drinks in India.
• Consumers have become more health conscious which in turn has increased the demand for
functional beverages instead of non-carbonated beverages, which provide high calories.
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ENERGY DRINKS MARKET IN INDIA
India energy drink market is segmented by packaging type into pet bottle, can, glass bottle and
others; by ingredient type into vitamin, Taurine, Sugar, Caffeine, Guarana, and others; by sales
channel into Convenience Store, Supermarket/Hypermarket, Mass Merchandiser, Drug Store,
Online Retail, Food Service/ Sports Nutrition Chain and Others.
The energy drinks in the Indian market is composed of five different ingredients which include
vitamin, sugar, caffeine, Taurine, and Guarana. The other ingredients present in energy drinks
are ginseng, yerba mate, water, green tea extracts, ginkgo biloba, green coffee extract,
carnitine, sodium, potassium, magnesium, inositol, flavors, and benzoic acid. The energy
drinks are available in three different packaging such as PET bottle, can and glass bottle
including others. The energy drinks are accessible to the consumers through the following
distribution channels: convenience store, supermarket/ hypermarket, mass merchandiser, drug
store, online retail, food service/ sports nutrition chain and others.
By Packing: -
• Glass Bottle
• Can
• Pet Bottle
• Others
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LITERATURE REVIEW
16
1. Indian Pediatrics (2008), in their study on “A Comparative Analysis on Consumption

Pattern of Cold Drink and Fruit Juice” has mentioned that the Studies have shown that
vitamin C and flavinoidsin juices have beneficial long-term health effects like
decreasing the risk of cancer and heart disease. Vitamin C by increasing iron absorption
to almost double can reduce the incidence of anemia in population consuming diet with
low iron content and bioavailability.
2. Abdul Munam,Jamil Paracha, Muhammad Waqas, Ali Raza Khan, Sohaib Ahmad
(2012), in their report on “Consumer Preference Coca Cola Versus Pepsi-Cola” has
mentioned that According to this research 259 sample prefer to drink coca cola out of
400 & 149 prefer Pepsi cola. One of the reasons is that people like Coca cola as it taste
is very good. Another reason is that Coke also acts as refreshment to our sample which
influence on them to preferred coke. Price is also very important factor that influence
to choose their preferred brand. Frequency of advertisement is also important factor for
coke customer to choose their brand.
3. Bajrang Lal, Pankaj, (2017) in their study “Customer Satisfaction towards Pepsi and
Coca-Cola: An Exploratory Study of Jind City” has says that customers consume soft
drink occasionally and Pepsi is the biggest brand with 51% market share and 85.4%
customers are satisfied with their preferred brand. It is also found that 66.9% consumers
are influenced by Brand name, 51.6% are influenced by Colour, 75.8% by taste, 60.5%
packaging and 54.1% by technology and thus these factors have more impact on the
purchasing decisions of the customers and minor variations have been found in case of
the price increases (33.8%) and when price decreases(39.5%). In Jind city, 85.4%
customers are satisfied with their preferred brand. Thus, we can conclude that Brand
Name, Colour, Taste and Packaging of Pepsi and Coca-Cola directly influence
customer buying behaviour and bring about customer satisfaction.
4. Blattberg, Peacock,and Sen, Kretter,kadekova et al, Gupta & gupta, Gupta parul, Jyoti
k arun, (2013) in their report “AN EMPIRICAL STUDY ON RETAILER’S
PERCEPTION TOWARDS PEPSI IN TIRUCHIRAPPALLI DISTRICT” has
mentioned that Retailers play important role in increasing company’s profit and product
preference. They are the end of the marketing communication process providing
17
effective reach of the product and thus increasing brand value of the company. Hence
retailer need to be motivated for the effectiveness of organisation’s marketing practises.
5. Dr. G. Somasekhar, Mr. T. Kishore Kumar, (2017) in their study “Factors Influencing
on Buying Behaviour of Softdrink Products- A Percptual Study” has says that it is
concluded that majority of the respondents are influenced with taste, quality and
friends‟ circle and these three are most significant factors towards buying of soft drinks
in Chittoor district of Rayalaseema Region, Andhra Pradesh.
6. Dr. Lalita Mishra., (2017) in their report “Impact of advertising and sales promotion of
Coca-Cola in India” has mentioned that analysis of consumer behavior, sales and
revenue generation concluded that the qualititative study is necessary to be as a part of
research study to assess the results in a better manner.
7. Gertner, A., Gernter, R., & Guthery, D (2005) in their reort “literature review of coca-
cola’s international strategy” has mentioned that his paper, the author discusses the
marketing challenges of the Coca Cola company as it combats its competitors, both its
nemesis Pepsi but also hundreds of local brands (called tubainas), some which are
supported by the government through specific tax incentives, thus effectively effecting
the price.
8. Michael Ba Banutu-Gomez, (2012) in their study “COCA-
COLA:InternationalBusinessStrategyforGlobalization” has mentioned that We have
found that Coca-Cola’s global brand’s success is accredited to its “think global, act
local” campaign. Most of their marketing strategies focus specifically on local culture
and customs. Localization is a key element in the effectiveness of Coca-Cola’s
international strategy plan. We have also notedCoca-
Cola’sperformancecouldbebetterwhencomparedtoother mid-sizedcompanies.
9. Sicilia, M., & Palazon, M (2008) in their report “Brandcommunitiesontheinternet A
case study of Coca-Cola’s Spanish virtual community” ahs says that The analysis of a
successful virtual community has allowed us to understand that consumer-to-consumer
interaction facilitated by brands online, might offer marketing opportunities and satisfy
both the company and its consumers. In addition, virtual communities are not subject
to many of the problems increasingly associated with traditional marketing approaches
such as fragmentation of media or the resistance of consumers to receive marketing
18
communications posed by direct marketing campaigns. The strength of the Coca-Cola

strategy in Spain relies on the creation of a virtual community, which provides
functional, social, and experiential values.
10. Vrontis, D, & Sharp, (2003) inthier study “The Strategic Positioning of Coca-Cola in
their Global Marketing Operation” has mentioned that Coca-Cola should maintain its
marketing orientation not only in its strategic approach but also in its tactical day-to-
day operations. It should constantly undertake market research to enable it understand
the environment in which it operates and allow it develop products that satisfy customer
needs.
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THEORETICAL
CONCEPTS
20
INFORMATION ON BRANDS OF COCA-COLA:
Coca-Cola
The world's favorite drink. The world's most valuable brand. The most recognizable word
across the world after OK. Coca-Cola has a truly remarkable heritage. From a humble
beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and
distributor of non-alcoholic beverages in the world.
In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its
departure. Coca-Cola made its return to the country in 1993 and made significant investments
to ensure that the beverage is available to 22 more and more people, even in the remote and
inaccessible parts of the nation.
Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination
of the nation, building strong associations with cricket, the thriving cinema industry, music etc.
Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996
and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties.
Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular
and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda
Matlab Coca-Cola" which skyrocketed the brand to make it India's favorite soft-drink brand.
In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together
with improved distribution ensured that all brands in the portfolio grew leaps and bounds.
Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor,
cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and
today, its brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and cricketer
Virendra Sehwag.
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Limca
Lime n' lemony Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere.
Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3
decades
The brand has been displaying healthy volume growths year on year and Limca continues to
be the leading flavor soft drink in the country.
The success formula? The sharp fizz and lemony bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously strengthened the brand
franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca
and walk away a new person...
Maaza
Coca cola was launched in 1976. Here was a drink that offered the same real taste of fruit juices
and was available throughout the year. In 1993, Coca cola was acquired by Coca-Cola India.
Coca cola currently dominates the fruit drink category.
Over the years, brand Coca cola has become synonymous with Mango. This has been the result
of such successful campaigns like "Taaza Mango, Coca cola Mango" and "Botal mein Aam,
Coca cola hain Naam".
Consumers regard Coca cola as wholesome, the current advertising of Coca cola positions it
as an enabler of fun friendship moments between moms and kids as moms trust the brand and
the kids love its taste. The campaign builds on the existing equity of the brand and delivers a
relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Coca
cola"
22
Fanta
Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as one of the
favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years
Fanta has occupied a strong market place and is identified as "The Fun Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling
bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge
in the moment. This positive imagery is associated with happy, cheerful and special times with
friends.
Sprite
Worldwide Sprite is ranked as the No. 4 soft drink.

It is sold in more than 190 countries Worldwide Sprite is ranked as the No. 4 soft drink & is
sold in more than 190 countries.
In India, Sprite was launched in year 1999 & todayit has grown to be one of the fastest growing
soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why?
With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude.
Its clear crisp refreshing taste encourages the today's youth to trust their instincts, influence
them to be true to who they are and to obey their thirst.
Thumsup
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Strong Cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993 Thums Up
is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude.
This brand clearly seeks to separate the men from the boys.
Kinley
Kinley Water, a thirst quencher that refreshes, a life giving force that washes all the toxins
away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life,
the very sustenance of Life, a celebration of life itself.
The importance of water can never be understated. Particularly in a nation such as India where
water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which
gives life to the sub-continent.
Kinley water understands the importance and value of this life giving force. Kinley water thus
promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from the Coca-Cola Company. That is why
we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity
of our product. That's why we go through rigorous testing procedures at each and every location
where Kinley is produced. Because we believe that right to pure, safe drinking water is
fundamental. A universal need that cannot be left to chance.
24
COMPETITORS FOR ENERGY DRINK
PEPSICO
The biggest and closest competitor of Coca Cola; its arch rival PepsiCo was formed after the
merger of Pepsi and Frito lay in 1965. The brand has seen growth in organic revenue in 2017.
It has 20 billion-dollar brands in its product portfolio. US the largest market where it is
engaged in intense competition with Coca Cola. Its Net revenue in 2017 was 63.5 Billion
Dollars and Gross Profit 28.8 Billion dollars. The two brands compete across several
categories including sod beverages, health and energy drinks as well as bottled water and
juices. In fact Pepsi is the toughest competitor of Coca Cola and their rivalry has come to be
termed as Cola wars.
Red Bull
Red Bull despite its limited product portfolio is a major competitor for the energy drink
products of Coca Cola. It is a famous brand that sells across 171 countries and is now focusing
on core markets of western Europe and USA for farther growth. In 2017, reached 6.282 Billion
Euros. Red Bull saw its sales booming in 2017 in five major markets including Turkey, India,
Netherlands, Northern Europe and United Kingdom. This has led to better financial revenues
for Red Bull in 2017. Red Bull is the toughest competitor for the energy drinks by Coca Cola.
25
Sting
Sting Energy Drink is a carbonated energy drink from PepsiCo International and produced by
Rock star Inc. Sting is available in three flavors, such as original Gold Rush, Gold (with
Ginseng), Power Pack (Gold Rush with Malunggay), Power Lime (Kiwifruit/Lime) and
Berry Blast (Strawberry).
Rockstar
Rock star products in the US have two levels of Caffeine content - either 10 mg of caffeine per
ounce, or 15 mg of caffeine per ounce. Rock star Energy Drink Original contains 160 mg of
caffeine per 16 ounce can, while the Rock star Punched energy drink contain 360 mg of caffeine
per 24 ounce can. Rock star energy gum was introduced in 2010. There are ten pieces in a pack,
and one pack contains the same amount of caffeine as five 8 oz cans. It is available in two
flavors: iced mint and iced mint orange. Besides caffeine and sugar, Rock star Energy Drink
contains a variety of herbs, including panax ginseng, ginkgo biloba, milk thistle extract, and
guarana seed. The amount of guarana used to be higher, but "after being criticized for including
guarana once health concerns about the herb were publicized, the amount in the drink was
significantly reduc. It also includes 1000 mg of taurine.
26
RESEARCH
METHODOLOGY
27
INTRODUCTION
As we know Coca-Cola is top selling beverage company in the world, In India Coca-Cola
company in the name of Hindustan Coca-Cola Beverages pvt, Ltd , The biggest competitor of
Coca-Cola is Pepsi , In Karnataka existence of competition between Coke and Pepsi is very
high and there is more service in the Coke so I am doing the project on “A study on consumer
buying behaviour towards Coca-Cola in Karnataka ”
NATURE OF STUDY
“The ultimate objective of coke is to acquire more customers and serve them properly. They
are also concerned to the competitor’s strategy. The close competitor is PEPSI and Red bull,
who has selling the products with the less price but maintaining the best quality products as per
the taste and preference of the consumer so this study to help Coca-Cola to achieve the same
and maintain the top position in the market so this project helps us to understand the buying
behaviour and understand the preference towards Coca-Cola.
STATEMENT OF THE PROBLEM
This project helps me to understand preference, buying pattern, price, quality, service and
availability of the coke and to achieve the impact on sales of coke.
TITLE OF THE PROJECT
A study on consumer buying behaviour towards Coca-Cola in Karnataka.
OBJECTIVES
A - To study about the customers preferences with regard Coca-Cola.
B - To understand the perception of customers towards price, service, quality and availability
of products offered by coco-cola.
C - To identify the customers’ buying pattern related to Coca Cola products.
28
HYPOTHESIS (IF ANY):- The Coca-Cola preference is homogeneous among all type of
hobby people.
ALTERNATIVE HYPOTHESIS: At least one hobby people group will differ in the Coca-
Cola preference parameter.
STUDY AREA: KARNATAKA
DATA COLLECTION METHOD: Descriptive Research
PRIMARY DATA (IF ANY): Online Questionnaire
SECONDARY DATA (IF ANY): Various online websites, Research paper etc..
SAMPLING: 190
SAMPLING METHOD: convenience sampling
TYPES OF STATISTICAL TOOLS: SPSS, Factor analysis.
29
DATA ANALYSIS &

INTERPRETATION
30
1. GENDER
Frequency Percent
male 156 82.1
Valid Female 34 17.9
Total 190 100.0
Source: Primary data
This Chart States that 82.1% Male and 17.9% are Female [ Figure No 1]
31
2. activities are you most interested in?
Frequency Percent
Sports 74 38.9
Music 33 17.4
Traveling 65 34.2
Valid
Shopping 11 5.8
Dancing 7 3.7
Total 190 100.0
This Chart states that 73.16% are Sports and Travelling and rest 26.84% Music, Shopping
and Dancing. [Figure No 2]
32
3. QUALIFICATION
Frequency Percent
Illiterate 26 13.7
Schooling 96 50.5
Valid Graduate 38 20.0
postgraduate 30 15.8
Total 190 100.0
This Chart states that 70.53% are Schooling and Graduate rest 29.47% Illiterate and Post
Graduate [Figure No 3]
33
4. AGE
Frequency Percent
Lessthan25 155 81.6
26-30 28 14.7
31-35 3 1.6
Valid
36-40 2 1.1
40andabove 2 1.1
Total 190 100.0
This Chart states that 81.58% are Less than 25 age and rest all 18.42% 26-30, 31-35, 36-40
and above 40[Figure No 4]
34
5. MARITAL STATUS
Frequency Percent
Single 177 93.2
Valid Married 13 6.8
Total 190 100.0
This Chart states that 93.2% Single 6.8% Married [Figure No 5]
35
6. LOCATION
Frequency Percent
Bangalore division 37 19.5
Belgaum division 102 53.7
Valid Kalburgi division 29 15.3
Mysore division 22 11.6
Total 190 100.0
This Chart states that 73.15% are Belgaum Division and Bangalore Division rest 26.85%
Kalburgi Division Mysore Division [Figure No 6]
36
7. OCCUPATION
Frequency Percent
Student 100 52.6
Business 23 12.1
Valid Employee 64 33.7
Electrician 3 1.6
Total 190 100.0
This Chart states that 86.31% are Student and Employee rest all 13.69% Business Electrician
[Figure No 7]
37
8. FAMILY TYPE
Frequency Percent
Nuclear family 86 45.3
Valid Joint family 104 54.7
Total 190 100.0
This Chart states that 54.7% are Joint Family and rest 54.3% are Nuclear Family [Figure No
8]
38
9. Reasons why I/We drink Coca-Cola drink
Rotated Component Matrixa,b
Component
1 2 3
very tasty .173 -.765 -.469
availability .650 .041 .202
advertisement .698 .089 -.041
Habitual .335 .778 -.299
low-cost .868 .016 .090
Thirsty .210 .001 .883
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. age = Lessthan25
b. Rotation converged in 5 iterations.
Reason Why We/I drink Coca-Cola drink is age Less than 25 are low-cost, habitual and
thirsty are three prominent factor influence to drink Coca-Cola. [ Table No 1]
Component
1 2 3
very tasty -.179 .919 .174
availability .810 .011 -.050
Advertisement -.353 -.723 .414
Habitual .738 -.066 .452
low-cost .038 .013 .964
Thirsty .833 .043 -.069
39
a. age = 26-30
Reason Why We/I drink Coca-Cola drink is age 26-30 are Thirsty, Very tasty and Low-cost are
three prominent factor influence to drink Coca-Cola. [ Table No 2]
Component
1 2 3
very tasty -.083 -.127 .940
availability .224 .717 .081
advertisement .774 -.213 -.262
Habitual .520 .395 -.155
low-cost .801 .304 .259
Thirsty -.073 .726 -.213
a. gender = male
Reason Why We/I drink Coca-Cola drink is Gender male are low-cost, Thirsty and very tasty
are three prominent factor influence to drink Coca-Cola. [ Table No 3]
40
Component
1 2 3
very tasty .095 .146 .912
availability .820 .067 -.077
advertisement .691 .008 .187
Habitual -.051 -.879 -.299
low-cost .899 .166 -.053
Thirsty .206 .700 -.563
a. gender = Female
Reason Why We/I drink Coca-Cola drink is Gender Female are low-cost, Thirsty and very
tasty are three prominent factor influence to drink Coca-Cola. [ Table No 4]
41
10. I purchase Coca-Cola product
Frequency Percent
scheduled purchase 68 35.8
Valid impulse purchase 122 64.2
Total 190 100.0
This Chart states that 64.2% Impulse purchase 35.8% Scheduled purchase [Figure No 9]
42
11. Do you buy Coca-Cola drink for
Frequency Percent
family use 27 14.2
parties 57 30.0
office use 7 3.7
Valid for personal 51 26.8
partiespersonalfamilyuse 42 22.1
once week 6 3.2
Total 190 100.0
This Chart states that 56.8% are Parties and For personal and rest all 43.2% Family use,
Office use, Once week, partiespersonalfamilytype. [Figure No 10]
43
12. Specify your buying pattern
Component
1 2 3 4
occasionally -.006 .916 .020 .005
festivals -.007 .418 .406 -.226
parties .919 -.142 .189 -.142
no reason -.689 -.432 .400 -.247
party -.052 -.023 -.893 -.121
I don’t -.037 -.043 .057 .956
a. age = Lessthan25
Specify your buying pattern In the age Less than 25 parties, occasionally, festivals and I don’t
are the four prominent factor influence to buying. [ Table No 5]
Component
1 2 3 4
occasionally .724 .178 -.171 .318
festivals .891 -.108 .030 -.229
parties -.162 .857 -.338 -.063
no reason -.235 -.782 -.347 -.145
party -.009 .026 -.006 .971
I don’t -.104 -.024 .929 -.024
44
a. age = 26-30
Specify your buying pattern In the age 26-30 are Festivals, parties and I don’t are the three
prominent factor influence to buying. [ Table No 6]
Component
1 2 3 4
occasionally .086 .827 .059 .006
festivals -.062 .709 -.170 -.071
parties .852 -.185 -.297 -.193
no reason -.796 -.270 -.356 -.212
party -.022 -.123 .941 -.060
I don’t -.015 -.070 -.050 .980
a. gender = male
Specify your buying pattern Gender are parties, Occasionally and I don’t are the three
prominent factor influence to buying. [ Table No 7]
45
13. How many glasses do you drink per week
Frequency Percent
zero 26 13.7
1glass 92 48.4
Valid 2glass 42 22.1
morethan2glass 30 15.8
Total 190 100.0
This Chart states that 70.53% are 1 Glass and 2 Glass rest 29.47% are Zero and More than 2
Glass [Figure No 11]
46
14. What is your most preferred channel for purchasing Coca-Cola
Component
1 2 3
supermarket -.008 -.092 .759
retail shop .360 -.130 .464
bakery .197 -.567 -.566
restaurant .720 -.171 -.058
bar .802 .234 .107
I don’t .070 .873 -.227
a. age = Lessthan25
What is your most preferred channel for purchasing Coca-Cola in the Age Less than 25 are
Bar and supermarket are two prominent factors influence to preferred channel. [ Table No 8]
Component
1 2 3
supermarket .123 .764 -.248
retail shop .706 -.004 -.290
bakery .705 -.169 .296
restaurant .063 .032 .927
bar -.128 .740 .301
I don’t -.572 -.375 -.122
47
a. age = 26-30
What is your most preferred channel for purchasing Coca-Cola in the Age 26-30 are Retail
shop, Bar and restaurants are three prominent factor influence to preferred channel. [ Table
No 9]
Component
1 2 3
supermarket -.058 .066 .703
retail shop .138 -.056 .595
bakery .125 -.711 -.236
restaurant .766 -.253 -.122
bar .768 .253 .273
I don’t .122 .749 -.394
a. gender = male
What is your most preferred channel for purchasing Coca-Cola the Gender male are Bar, I
don’t and supermarket are three prominent factor influence to preferred channel. [ Table No
10]
48
Component
1 2 3
supermarket .194 .820 -.194
retail shop .552 .284 -.175
bakery .183 -.873 -.225
restaurant .829 -.120 -.004
bar .820 -.015 .027
I don’t -.033 .012 .982
a. gender = Female
What is your most preferred channel for purchasing Coca-Cola the Gender Female are
Restaurant, super market and I don’t are three prominent factor influence to preferred
channel. [ Table No 11]
49
15. How do you view the price of Coca-Cola product
Component Matrixa,b
Component
price Coca-Cola .447
price Fanta .750
price sprite .793
Price thumsup .754
Price limca .708
Price maaza .790
a. gender = male
b. 1 components extracted.
How do you view the price of Coca-Cola product the Gender male maaza is the prominent
factor influence to price of Coca-Cola. [ Table No 12]
Component
1 2
Price Coca-Cola -.055 .923
price Fanta .786 .028
price sprite .664 .109
Price thumsup .456 .662
Price limca .558 .070
Price maaza .814 .172
50
a. gender = Female
How do you view the price of Coca-Cola product the Gender Female are maaza and Coca-
Cola are two prominent factor influence to price of Coca-Cola. [ Table No 13]
Component Matrixa,b
Component
price Coca-Cola .459
price Fanta .701
price sprite .727
Price thumsup .743
Price limca .648
Price maaza .772
a. age = Lessthan25
How do you view the price of Coca-Cola product in the Age Less than 25 are Thumsup is the
prominent factor influence to price of Coca-Cola. [ Table No 14]
51
Component
1 2
Price Coca-Cola .052 .882
price Fanta .874 .255
price sprite .763 .476
Price thumsup .361 .816
Price limca .893 -.042
Price maaza .796 .326
a. age = 26-30
How do you view the price of Coca-Cola product in the Age 26-30 are Limca and Coca-Cola
are two prominent factor influence to price of Coca-Cola. [ Table No 15]
52
16. I would like to have Coca-Cola at/in
Component
1 2 3
home -.114 .027 .907
bar .298 .598 .063
cinema hall .696 .099 -.223
college canteen .728 .093 .263
office .612 .357 .360
parlor .335 .649 .283
restaurant .587 .058 -.197
I don’t -.151 .850 -.151
a. gender = male
I would like to have Coca-Cola at/in the Gender male are college canteen, I don’t and Home
are three prominent factor in fluence to have at / in. [ Table No 16]
53
Component
1 2 3
home -.104 -.015 .925
bar .247 .648 -.020
cinema hall .697 .081 -.130
office .576 .373 .401
parlor .284 .634 .330
restaurant .595 .106 -.103
I don’t -.139 .845 -.089
a. age = Lessthan25
I would like to have Coca-Cola at/in the Age Less than 25 are Cinema hall, I don’t and Home
are three prominent factor in fluence to have at / in. [ Table No 17]
54
Component
1 2 3
home .046 .155 .769
bar -.028 .845 .077
cinema hall .150 .729 .144
office .774 .361 -.055
parlor .431 .656 .026
restaurant .784 -.122 .070
I don’t -.065 -.024 -.794
a. age = 26-30
I would like to have Coca-Cola at/in the Age 26-30 are College canteen, Bar and Home are
three prominent factor in fluence to have at / in. [ Table No 18]
55
17. Why do you prefer have Coca-Cola product
Component
1 2
Advertisement .447 .500
Availability .629 .349
brand name .710 .172
Circle of friend .594 .341
Colour .369 .564
Design on the bottle .091 .841
Flavour .667 .315
Lifestyle .380 .655
Packing Size .397 .711
Price .646 .361
Quality .690 .275
Reputation .453 .599
Slogan .303 .688
Taste .762 .220
Service .597 .382
a. gender = male
Why do you prefer have Coca-Cola product the Gender male are Taste and Design on the
bottle are two prominent factor influence to have Coca-Cola. [ Table No 19]
56
Component
1 2 3
Advertisement .106 .396 .721
Availability .746 .118 .515
brand name .406 .761 .242
circleoffriend .676 .108 .457
Colour .075 .801 .366
Design on the bottle .317 .117 .843
Flavour .605 .518 .184
Lifestyle .216 .482 .493
Packing Size .572 .424 .439
Price .462 .616 .399
Quality .737 .331 .204
Reputation .454 .470 .350
Slogan .491 .769 .020
Taste .657 .513 .145
Service .818 .297 .091
a. gender = Female
Why do you prefer have Coca-Cola product the Gender Female are Service, Colour and
Design on the bottle are three prominent factor influence to have Coca-Cola. [ Table No 20]
57
Component Matrixa,b
Component
Advertisement .643
Availability .695
brand name .673
Circle of friend .704
Colour .660
Design on the bottle .639
Flavour .726
Lifestyle .707
Packing Size .792
Price .726
Quality .699
Reputation .728
Slogan .718
Taste .735
Service .693
a. age = Lessthan25
Why do you prefer have Coca-Cola product in the Age Less than 25 are Packing size are the
prominent factor influence to have Coca-Cola. [ Table No 21]
58
Component
1 2 3
Advertisement .454 .492 .403
Availability .602 .403 .430
brand name .502 .719 .077
Circle of friend .227 .681 .263
Colour .679 .240 .305
Design on the bottle .696 .333 .401
Flavour .880 .188 .089
Lifestyle .315 .129 .873
Packing Size .175 .414 .749
Price .648 .447 .268
Quality .763 .211 .275
Reputation .544 .086 .702
Slogan .150 .582 .630
Taste .186 .914 .156
Service .406 .508 .372
a. age = 26-30
Why do you prefer have Coca-Cola product in the Age 26-30 are Flavour, Taste and Lifestyle
are three prominent factor influence to have Coca-Cola. [ Table No 22]
59
Ho : The Coca-Cola preference is Homogenous among all type of Hobby people.
Ha : At least one Hobby people group will differ in the Coca-Cola preference parameter
ANOVA
Sum of Squares df Mean Square F Sig.
Between Groups 1.637 4 .409 .606 .659
Advertisement Within Groups 124.973 185 .676
Total 126.611 189
Between Groups 1.522 4 .380 .842 .500
Availability Within Groups 83.552 185 .452
Total 85.074 189
Between Groups 8.981 4 2.245 4.629 .001
brand name Within Groups 89.734 185 .485
Total 98.716 189
Between Groups 3.718 4 .929 2.001 .096
Circle of friend Within Groups 85.945 185 .465
Total 89.663 189
Between Groups 4.839 4 1.210 1.968 .101
Colour Within Groups 113.735 185 .615
Total 118.574 189
Between Groups 2.407 4 .602 1.131 .343
Design on the bottle Within Groups 98.435 185 .532
Total 100.842 189
Between Groups 3.637 4 .909 1.915 .110
Flavour Within Groups 87.858 185 .475
Total 91.495 189
Between Groups 3.193 4 .798 1.506 .202
Lifestyle Within Groups 98.075 185 .530
Total 101.268 189
60
Between Groups 4.753 4 1.188 2.206 .070
Packing Size Within Groups 99.647 185 .539
Total 104.400 189
Between Groups 2.799 4 .700 1.492 .206
Price Within Groups 86.780 185 .469
Total 89.579 189
Between Groups 2.914 4 .728 1.453 .218
Quality Within Groups 92.749 185 .501
Total 95.663 189
Between Groups 5.004 4 1.251 2.342 .057
Reputation Within Groups 98.807 185 .534
Total 103.811 189
Between Groups 4.517 4 1.129 2.280 .062
Slogan Within Groups 91.636 185 .495
Total 96.153 189
Between Groups 1.386 4 .346 .810 .520
Taste Within Groups 79.083 185 .427
Total 80.468 189
Between Groups 1.481 4 .370 .702 .591
Service Within Groups 97.571 185 .527
Total 99.053 189
[Table No 23]
61
Table No: Anova Hypothesis
d
Hypothesis F Sig. Result
f
0.60 0.65
Ho: All type of Hobby people prefer the Coca-Cola because of Advertisement 4
6 9
SINCE sig>=0.05 Ho is
accepted
Ha: At least one type of Hobby group people do no prefer the Coca-Cola because of
Advertisement
0.84
Ho: All type of Hobby people prefer the Coca-Cola because of Availability 4 0.5
2
accepted
Availability
4.62 0.00
Ho: All type of Hobby people prefer the Coca-Cola because of brandname 4
9 1
SINCE sig<0.05 Ha is
accepted
brandname
2.00 0.09
Ho: All type of Hobby people prefer the Coca-Cola because of circleoffriend 4
1 6
accepted
circleoffriend
1.96 0.10
Ho: All type of Hobby people prefer the Coca-Cola because of Colour 4
8 1
accepted
Colour
1.13 0.34
Ho: All type of Hobby people prefer the Coca-Cola because of designonthebottle 4
1 3
accepted
designonthebottle
1.91
Ho: All type of Hobby people prefer the Coca-Cola because of Flavour 4 0.11
5
accepted
Flavour
1.50 0.20 SINCE sig>=0.05 Ho is

Ho: All type of Hobby people prefer the Coca-Cola because of Lifestyle 4
6 2 accepted
62
Lifestyle
2.20
Ho: All type of Hobby people prefer the Coca-Cola because of PackingSize 4 0.07
6
accepted
PackingSize
1.49 0.20
Ho: All type of Hobby people prefer the Coca-Cola because of Price 4
2 6
accepted
Price
1.45 0.21
Ho: All type of Hobby people prefer the Coca-Cola because of Quality 4
3 8
accepted
Quality
2.34 0.05
Ho: All type of Hobby people prefer the Coca-Cola because of Reputation 4
2 7
accepted
Reputation
0.06
Ho: All type of Hobby people prefer the Coca-Cola because of Slogan 4 2.28
2
accepted
Slogan
Ho: All type of Hobby people prefer the Coca-Cola because of Taste 4 0.81 0.52
Ha: At least one type of Hobby group people do no prefer the Coca-Cola because of accepted
Taste
0.70 0.59
Ho: All type of Hobby people prefer the Coca-Cola because of Service 4
2 1
accepted
Service
[Table No 24]
63
brandname
Tukey HSD
activities N Subset for alpha = 0.05
1 2
Shopping 11 1.55
Dancing 7 2.14 2.14
Music 33 2.39
Traveling 65 2.42
Sports 74 2.49
Sig. .094 .602
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 17.067.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.
From the table of anova hypothesis result it is evidence that alternative hypothesis is accepted
that is Ha: At least one type of Hobby group people do no prefer the Coca-Cola because of
brand name and from Tukeys HSD table we find that two groups of people who believe the
brand coca cola are Dancing & Shopping , while Music , Travelling and sports people feel
Brand ‘Coca cola ‘ not primary choice [Table 25]
64
18. Source of awareness is
Frequency Percent
wall painting 33 17.4
hording 10 5.3
through friends 33 17.4
television 57 30.0
Valid
social media 43 22.6
newspapers 8 4.2
shopkeepers 6 3.2
Total 190 100.0
This Chart states that 52.63% are Television and Social media rest all 47.37% are wall
painting, hording through friends, newspapers, shopkeepers. [Figure No 12]
65
19. Have you decided to purchase Coca-Cola product after watching advertisement
Frequency Percent
yes 75 39.5
no 31 16.3
Valid
maybe 83 43.7
Total 189 99.5
Missing System 1 .5
Total 190 100.0
This Chart states 83.6% are Yes and Maybe rest 16.4% No. [Figure No 13]
66
20. I associate the brand Coca-Cola because
Component
1 2
Trendy .659 .438
Cool .735 .242
Innovative .506 .549
high-quality .740 .247
Youthful .861 .059
Traditional .598 .482
Boring .017 .893
adverisement2 .662 .334
sponsorship .609 .473
slogan2 .480 .591
other .431 .699
a. age = Lessthan25
I associate the brand Coca-Cola because in the Age Less than 25 are Youthful and Boring
are the two prominent factor influence to associate the brand. [ Table No 26]
67
Component
1 2 3
Trendy .734 .250 .244
Cool .804 .228 .238
Innovative .511 .683 .228
high-quality .795 .296 -.176
Youthful .919 .153 .105
Traditional .358 .061 .796
Boring -.151 .179 .792
adverisement2 .134 .751 .353
sponsorship .215 .891 .114
slogan2 .251 .826 .056
other .346 .453 .655
a. age = 26-30
I associate the brand Coca-Cola because in the Age 26-30 are Youthful, Sponsorship and
Traditional are the three prominent factor influence to associate the brand. [ Table No 27]
68
Component
1 2
Trendy .640 .450
Cool .747 .280
Innovative .475 .570
high-quality .783 .132
Youthful .834 .120
Traditional .608 .496
Boring -.057 .859
adverisement2 .483 .503
sponsorship .602 .472
slogan2 .406 .664
other .412 .711
a. gender = male
I associate the brand Coca-Cola because the Gender male are Youthful and Boring are the
two prominent factor influence to associate the brand. [ Table No 28]
69
Component
1 2 3
Trendy .759 .427 .136
Cool .205 .838 .053
Innovative .809 .196 .185
high-quality .346 .686 .481
Youthful .738 .491 -.002
Traditional .296 .212 .664
Boring .034 .124 .904
adverisement2 .737 .394 .009
sponsorship .727 .186 .498
slogan2 .271 .776 .318
other .770 .016 .395
a. gender = Female
I associate the brand Coca-Cola because the Gender Female are Innovative, Cool and Boring
are the three prominent factor influence to associate the brand. [ Table No 29]
70
FINDINGS
➢ From the analysis it is found about 82% Male, among which most of them are
Sports and Travelling and rest 26.84% Musicians and Dancing people. About
70% educated.
➢ About 81% are Less than 25 age and obviously 93% are unmarried from
different divisions specifically: 73.15% are Belgaum Division and Bangalore
Division rest 26.85% Kalburgi Division Mysore Division. Only about 14% are
Employee else they are students, who are from either Joint Family or 54% are
from Nuclear Family.
➢ Reason for coca cola drink it is low-cost, they are habitual and they like when
they are thirsty, Age 26-30 feel otherwise it is tasty irrespective of gender
➢ They purchase the drink for Parties or personal (56.8%) and 43.2% for Family
use, Office use
➢ About 70% are exhaust by one Glass and rest may be more glasses or don’t
drink the coke per week
➢ Preferred channel for purchasing Coca-Cola in the Age Less than 25 are Bar &
supermarket, Age 26-30 are Retail shop, Bar and restaurants
➢ Products – Maaza impress as value for money, but differs, less than 25 age
group feel are Thumsup and Age group 26-30 are impression towards Limca
and Coca-Cola
➢ Males have Coca-Cola college canteen or at Home, while Age Less than 25 at
Cinema hall, Age 26-30 at Bar or Home
➢ The Coca-Cola is preference among all type of Hobby people, in terms of
Advertisement, Availability, Colour, design on the bottle, Flavour, Packing
Size, Price, Quality, Slogan, Taste & Service
➢ More than 52% are aware of the product through Television and Social media
71
SUGGESTION
➢ To influence the consumers buying behavior, Coca-cola should maintain good

service, availability and create awareness; brand image towards their products in the
mind set of consumers
➢ Males have Coca-Cola college canteen or at Home, while Age Less than 25 at Cinema
hall, Age 26-30 at Bar or Home cocacola company must concentrate on the values that
are low so that they can reach their target population effectively and maintain the same
brand image.
➢ More than 52% are aware of the product through Television and Social media so Coca-
Cola work on the social media more to achieve their target.
72
CONCLUSION
Consumer buying behaviour is very important during both pre and post purchase decisions.
After doing this research I found price quality service and availability of the product towards
Coca-Cola is good and hence I suggest Coca-Cola company to concentrate on the values that
are low so that they can reach their target population effectively and maintain the same brand
image. because today’s scenario people are very much conscious of their health and look for
the value of their money. Hence with such a great brand name established for them is a real
advantage for them and with this they can reach to new heights.
73
BIBLIOGRAPHY
1. A Comparative Analysis on Consumption Pattern of cold Drink and Fruit Juice. (2008,
jan-june). Journal of IMS, 5, 215-217.
2. Abdul Munam,Jamil Paracha, Muhammad Waqas, Ali Raza Khan. (2012). Consumer
Preference Coca Cola versus Pepsi-Cola. Double Blind Peer Reviewed International
Research Journal, 12(12), 2249-4588.
3. Bajrang Lal,Pankaj. (2017, august). Customer Satisfaction towards Pepsi and Coca-
Cola: An Exploratory Study of Jind City (Haryana). Bajrang Lal et al., International
Journal of Research in Management, Economics and Commerce,, 07(08), 33-39.
4. Blattberg, Peacock,and Sen, Kretter,kadekova et al, Gupta & gupta, Gupta parul, Jyoti
k arun. (2013). AN EMPIRICAL STUDY ON RETAILER’S PERCEPTION
TOWARDS PEPSI IN TIRUCHIRAPPALLI DISTRICT. Asia Pacific Journal of
Marketing & Management Review_, 2, 2319-2836.
5. Dr. G. Somasekhar, Mr. T. Kishore Kumar. (2017, December). Factors Influencing on

Buying Behaviour of Softdrink ProductsA Percptual Study. International Journal of
Latest Engineering Research and Applications, 2(12), 93-98.
6. Dr. Lalita Mishra. (2017, December). Impact of advertising and sales promotion of
Coca-Cola in India. International Journal of Humanities and Social Science Research,
3(12), 28-35.
7. Gertner, A., Gernter, R., & Guthery, D. (2005). Coca Cola’s Marketing Challenges in
Brazil: The Tubainas Wall. Thurnderbird International Review ,, 231-254.
8. Michael Ba Banutu-Gomez. (2012, November 8). COCA-COLA: International

Business Strategy for Globalization. International Trade & Academic Research
Conference, 3.
74
9. Sicilia, M., & Palazon, M. (2008). Brand communities on the Internet: A Case Study
of Coca-Cola’s Spanish Virtual Community. Corporate Communications:. An
International Journal ,, 255-270.
10. Vrontis, D., & Sharp, I. (2003). The Strategic Positioning of Coca-Cola in their Global
Marketting Operation. The Market Review ,, 289-309.
75
ANNEXURES
QUESTIONNAIRE
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NEW TREND OF COCACOLA
Coca-cola and ball jump on latest interactive trend..
83

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“A STUDY ON CONSUMER BUYING

BEHAVIOUR TOWARDS COCA-COLA IN

GLOBAL BUSINESS SCHOOL, HUBLI

Prof. Dr. Bhargav Revankar

GLOBAL BUSINESS SCHOOL

GLOBAL BUSINESS SCHOOL, HUBLI

CONSUMER BUYING BEHAVIOUR TOWARDS COCA-COLA IN

KARNATAKA” is the bonafide record of independent research work conducted

by Mr. KIRANSINGH YANKANCHI (Reg.No: 19MBA213) under my

supervision, submitted to Karnataka University, Dharwad for the partial fulfilment

Associate ship, Fellowship or title.

Place: Hubli Prof. Dr. Bhargav Revankar

Date: 27-7-2020 Institution Guide

The research report will be incomplete without acknowledge giving my sincere,

I, KIRANSINGH YANKANCHI (19MBA213) hereby declare that the Project

titled " A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS

COCA-COLA IN KARNATAKA” submitted by me in partial fulfillment of the

requirement for the award of the degree of “Master of Business Administration”

any other degree or diploma.

Date: 27-7-2020 KIRANSINGH YANKANCHI

Place: Dharwad M.B.A II semester

Figure 5: Marital Status………………………………………………………………………35

Figure 8: Family type………………………………………………………………………...38

Figure 9: I purchase Coca-Cola product……………………………………………………...42

Figure 10: Do you buy Coca-Cola drink for…………………………………………………43

Figure 11: How many glasses do you drink per week…………………………………….…46

Figure 12: Source of awareness………………………………………………………………65

Table No. 1: Reason for Less than 25 Age......................................................................................39

Table No. 3: Reason for Male............................................................................................................40

Table No. 4: Reason for Female........................................................................................................41

Table No. 5: Buying pattern for less than 25 Age..........................................................................44

Table No. 6: Buying pattern for 26-30 Age....................................................................................44

Table No. 7: Buying pattern for Male..............................................................................................45

Table No. 8: Preferred Channel for Less than 25 Age...................................................................47

Table No. 9: Preferred Channel for 26-30 Age...............................................................................47

Table No. 10: Preferred Channel for Male......................................................................................45

Table No. 11: Preferred Channel for Female..................................................................................49

Table No. 12: Price of Coca-Cola product for Male......................................................................50

Table No. 13: Price of Coca-Cola product for Female..................................................................50

Table No. 15: Price of Coca-Cola product for 26-30 Age............................................................52

Table No. 16: like to have at\in for Male.........................................................................................53

Table No. 18: like to have at\in for 26-30 Age...............................................................................55

Table No. 19: Prefer to have Coca-Cola for Male..........................................................................56

Table No. 20: Prefer to have Coca-Cola for Female.....................................................................57

Table No. 22: Prefer to have Coca-Cola for 26-30 Age..............................................................59

Table No. 23: Anova...................................................................................................................60-61

Table No. 24: Anova Hypothesis............................................................................................62-63

Table No. 25: Anova Brand image...............................................................................................64

Table No. 27: I associate brand Coca-Cola for 26-30 Age........................................................68

Table No. 28: I associate brand Coca-Cola for Male.................................................................69

Table No. 29: I associate brand Coca-Cola for Female.............................................................70

ABOUT INDUSTRY / ORGANIZATION

1930s news article for self-serve fountains.

FMCG INDUSTRY IN INDIA

BEVERAGE INDUSTRY IN INDIA

CONCSIE OBSERVATION: ENERGY DRINKS

ENERGY DRINKS MARKET IN INDIA

1. Indian Pediatrics (2008), in their study on “A Comparative Analysis on Consumption

communications posed by direct marketing campaigns. The strength of the Coca-Cola

INFORMATION ON BRANDS OF COCA-COLA:

Worldwide Sprite is ranked as the No. 4 soft drink.

Strong Cola Taste, Exciting Personality

COMPETITORS FOR ENERGY DRINK