INTRODUCTION ABOUT SOFT DRINK INDUSTRY

India with a population of more than 1.1 billion is potentially one of the largest consumer
markets in the world after china. The consumer market is popularly known as the FMCG
market or the fast moving consumer goods market. Soft drinks come under this category. Soft
drink is basically purchased in India basically for two reasons namely to quench thirst and for
refreshment. The Indian economy currently is passing through a bullish phase with increasing
per capita income. Subsequently the lifestyle of the Indian consumer is also changing with
increased spending on entertainment, refreshment etc. that is why soft drink companies are
looking forward to India with great enthusiasm in the future to increase their revenue.
The soft drink industry in India dates back to the 1940 when Parle introduced the first branded
soft drink called gold spot. Cola giant coca-cola was the first foreign soft drink company to
setup its shop in India in 1965. Coca-cola made a very good beginning and dominated the
market right from the word go. It faced no competition at that time. The marketing people did
not even need to publicize coca-cola. This extraordinary success of coca-cola can be attributed
to the following factors,
1. Absence of contemporary competitive brand
2. The giant image of coca-cola in the western countries preceded their entry
Into the Indian market, and
3. Indians at that time were very fond of foreign goods.

Parle Exports Pvt. Ltd later introduced a lemon flavored soft drink called Limca in 1970.
Before this they had introduced a cola flavored drink called pepping which they had to
withdrew in the face of stiff competition from coca-cola. But the overtly conservative Indian
government of that time with special interest in safe guarding the interest of the Indian
companies started insisting that coca-cola should agree on the following points in order to
continue in India. Coca-cola decided to windup its operations in 1977 rather than bowing to the
Indian government. The main demands of the Indian government were,

1. Dilution of equity, as the government felt that lots of foreign currency was Being wasted.
2. Manufacturing of the secret concentrate in India
3. Disclosure of the chemical composition of the concentrate.
The exit of coca-cola left a large vacuum in the soft drink market. But this also accelerated the
growth of several Indian soft drinks. Many new soft drinks like frooti, jump-in etc were
launched in the form of tetra pack. However the bottling plants and the distribution networks of
these companies were not up to the mark and left much to be desired. It took these companies
almost one year to come up with new flavors like Campa cola, Rush etc. to survive in the
industry.

However Parle, the pioneer in the soft drinks market blazed its way to national prominence with
their product Thumps Up bearing the slogan µhappy days are here again which became a craze.
This particular slogan helped to win over the loyalists of coca-cola who were in a state of cola
shock or cola depression! Soon the soft drink industry started registering phenomenal growth
rates and all parley products namely Gold Spot, Limca and Thumps Up became the brand
leaders in their own segments. In spite of this the soft drink market had a huge untapped
potential.

In 1990, coming of the multinational brand Pepsi and immediately started giving stiff
competition to Parley and Coke. The parent company of Pepsi was founded in 1890 at North
Carolina in USA. Its CEO is Roger Enrico. PepsiCo India Holdings Pvt. Ltd. in headquartered
in Gurgaon and its CEO is Ms. Indra Nyui. In India it has 34 bottling plants of which 8 are
company owned bottling outlets (COBO) and 26 are franchise owned bottling outlet (FOBO).
SMV Beverages is a franchise owned bottling outlet. Coca-cola reentered the Indian market in
1993 in collaborations with Parley India Ltd
 INTRODUCTION TO PEPSI

PepsiCo, Incorporated (Short for Pepsi Company) is a large conglomerate with interests in
manufacturing, marketing and selling a wide variety of carbonated and non-carbonated
beverages, as well as salty, sweet and grain-based snacks, and other foods. Besides the Pepsi-
Cola brands (including Mountain Dew), the company owns the brands Quaker Oats, Gatorade,
Frito-Lay, SoBe, and Tropicana.
Indra Nooyi, chief executive of PepsiCo since 2006, has focused on maintaining the company's
leadership in the snack food industry by being on the forefront of marketing healthier snacks
and striving for a net-zero impact on the environment. This focus on healthier foods and
lifestyles is part of Nooyi's "Performance With Purpose" philosophy.
The company formed for distribution and bottling is The Pepsi Bottling Group PepsiCo is a SIC
2080 (beverage) company.

HISTORY
Headquartered in Purchase, New York, The Pepsi Cola Company began in 1898, but it only
became known as PepsiCo when it merged with Frito Lay in 1965.
Brands, Inc. PepsiCo purchased Tropicana in 1998, and Quaker Oats in 2001.

CORPORATE GOVERNANCE
Current members of the board of directors of PepsiCo are Indra Nooyi C.E.O., Robert E. Allen,
Dina Dublon, Victor Dzau, Ray Hunt, Alberto Ibargüen, Arthur Martinez, Steven Reinemund,
Sharon Rockefeller, James Schiro, Franklin Thomas, Cynthia Trudell, and River King.

On October 1, 2006, former Chief Financial Officer and President Indra Nooyi replaced Steve
Reinemund as chief executive officer. Nooyi remains the corporation's president, and became
Chairman of the Board in May 2007.
Since becoming CEO, Indra Nooyi has reorganized PepsiCo to make it less fixated on the U.S.
and broadened the power structure by doubling her executive team to 29. She has installed an
Italian native, Massimo d'Amore, atop the division that includes the troublesome U.S. soft drink
business, and recruited a former Mayo Clinic endocrinologist to head up R&D.
Mike White is the President of PepsiCo International Division.

FORMER TOP EXECUTIVES AT PEPSICO

 Steven Reinemund
 John Sculley
 Donald M. Kendall
 D. Wayne Calloway
 Christopher A. Sinclair
 Roger Enrico
 Alfred Steele
 Joan Crawford

PEPSICO BRANDS
PepsiCo owns five different billion-dollar brands. These are Pepsi, Tropicana, Frito-Lay,
Quaker, and Gatorade. The company owns many other brands as well.
 Pepsi, Caffeine-Free Pepsi, Diet Pepsi/Pepsi Light, Caffeine-Free Diet Pepsi, Caffeine-Free
Pepsi Light, Wild Cherry Pepsi, Pepsi Lime, Pepsi Max, Pepsi Twist and Pepsi ONE.
 Other U.S. carbonated soft drinks, including Frawg, Mountain Dew, Mug Root Beer, Sierra
Mist and Tropicana Twister Soda
 7 Up (international distribution)
 Other U.S. beverages, including Aquafina (Flavor Splash, Alive, and Twist/Burst), Tava,
Dole, Gatorade, Izze, Mountain Dew AMP, Propel Fitness Water, SoBe, Quaker Milk
Chillers, Ben & Jerry's MilkShakes, and Tropicana
 Beverages marketed outside the U.S.: Alvalle, Concordia, Copella, Evervess, Fiesta,
Frui'Vita, Fruko, Junkanoo, Kas, Loóza, Manzana Corona, Manzanita Sol, Mirinda, Paso de
los Toros, Radical Fruit, San Carlos, Schwip Schwap, Shani, Teem, Triple Kola, and
Yedigun
 Frito-Lay brands: Baken-ets, Barcel, Bocabits, Cheese Tris, Cheetos, Chester's, Chizitos,
Churrumais, Cracker Jack, Crujitos, Doritos, Fandangos, Fritos, Funyuns, Gamesa, Go
Snacks, James' Grandma's Cookies, Hamka's, Lay's, Miss Vickie's, Munchies, Munchos,
Nik Naks, Ollie's Meat Snacks, Quavers, Rold Gold, Ruffles, Rustler's Meat Sticks,
Sabritas, Sabritones, Sandora, Santitas, Smartfood, The Smith's Snackfood Company,
Sonric's, Stacy's Pita Chips, Sun Chips, Tor-tees, Tostitos, Walkers, and Wotsits
 Quaker Oats brands: Aunt Jemima, Cap'n Crunch, Coqueiro, Crisp'ums, Cruesli,
FrescAvena, King Vitaman, Life, Oatso Simple,Quake, Quisp, Rice-A-Roni, and Spudz
 In 2007, Nooyi spent $1.3 billion on healthier-alternative brands like Naked Juice, a
California maker of soy drinks and organic juice.

PARTNERSHIPS
PepsiCo also has formed partnerships with several brands it does not own, in order to distribute
these or market them with its own brands.
 Elma Chips, leader of the Brazilian chip's market
 Frappuccino
 Starbucks DoubleShot
 Starbucks Iced Coffee
 Mandarin (license)
 D&G (license)
 Lipton Brisk
 Lipton Original Iced Tea
 Lipton Iced Tea
 Ben & Jerry's Milkshakes
 Dole juices & juice drinks (license)
 Sunny Delight (produced by PepsiCo for Procter & Gamble)

DISCONTINUED LINES

 All Sport, a line of sports drinks. All-Sport was lightly carbonated; in contrast, rivals
Gatorade and Coke-owned POWERade were non-carbonated. The 2001 purchase of Quaker
 Oats (in effect acquiring Gatorade) made All Sport expendable, and the brand was sold to
another company.
 Crystal Pepsi, a clear version of Pepsi-Cola.
 FruitWorks: Flavors were Strawberry Melon, Peach Papaya, Tangerine Citrus, Apple
Raspberry, and Pink Lemonade. Two other flavors, Passion Orange and Guava Berry, were
available in Hawaii only.
 Josta: launched 1995, "with Guarana," the first energy drink launched by a major soft drink
company in the US, is now the subject of a "Save Josta" campaign.
 Matika: Run in August 2001, it was a tea/juice alternative beverage, sweetened with Cane
Sugar & containing Ginseng. Dragonfruit Potion, Magic Mombin, Mythical Mango, Rising
Starfruit, Skyhigh Berry
 Mazagran: launched 1995
 Mr. Green (SoBe)
 Patio: line of flavored drinks (1960-late '70s)
 Pepsi Edge, a mid-calorie version of Pepsi-Cola.
 Pepsi Blue, a berry-flavored, blue version of Pepsi-Cola.
 Pepsi Kona: launched 1997, a coffee-flavored version of Pepsi-Cola.
 Slice, a line of fruit-flavored carbonated soft drinks.
 Smooth Moos: launched 1995, a flavored milk-based drink.
 Storm: launched March 15, 1998, replaced by Sierra Mist.

FORMER BRANDS
PepsiCo owned a number of beverages chains until it exited that business in 1997, selling some,
and spinning off others into a new company Tricon Global Beveragess, now known as Yum!
Brands, Inc.. PepsiCo also previously owned several other brands that it later sold.8978969
 California Pizza Kitchen (bought 1992, sold back to original founders in 1997)
 Chevys Fresh Mex (bought August 1993, sold May 1997 to J. W. Childs Equity Partners)
 D'Angelo Sandwich Shops (sold August 1997 to Papa Gino's)
 East Side Mario's (United States franchises – bought December 1993, sold early 1997
 Hot 'n Now (bought in 1990, sold in 1997)
 PEPSI (bought October 1986 from RJR Nabisco, spun off October 1997)
 North American Van Lines
 Pizza Hut (bought in 1977, spun off October 1997)
 Stolichnaya
 Taco Bell (bought in 1978, spun off October 1997)
 Wilson Sporting Goods

DIVERSITY
PepsiCo received a 100 percent rating on the Corporate Equality Index released by the Human
Rights Campaign starting in 2004, the third year of the report.

TAMPERING
During the summer of 1993, PepsiCo managed to stave off a runaway hoax pertaining to
alleged product tampering. Syringes were claimed to have been found in cans of Diet Pepsi --
first in Seattle, then throughout the U.S. over the next few days. With the arrests of several of
the fraudulent claimants, reports of found hypodermic needles ceased. PepsiCo's subsequent
handling of the situation via carefully-worded press releases and VNRs is frequently cited as a
textbook example of how exactly to handle falsely spread rumors about a company.

CRITICISMS

PEPSICO IN INDIA
PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-
owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture
marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed;
PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly
Pepsi was banned from import in India, in 1970, for having refused to release the list of its
ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly
afterwards. These controversies are a reminder of "India's sometimes acrimonious relationship
with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola
Company have "been major targets in part because they are well-known foreign companies that
draw plenty of attention."
In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in
New Delhi, said aerated waters produced by soft drinks manufacturers in India, including
multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including
lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer, a
breakdown of the immune system and cause birth defects. Tested products included Coke,
Pepsi, 7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced
Pepsi's soft drink products had 36 times the level of pesticide residues permitted under
European Union regulations; Coca Cola's 30 times. CSE said it had tested the same products in
the US and found no such residues. However, this was the European standard for water, not for
other drinks. No law bans the presence of pesticides in drinks in India.

The Coca-Cola Company and PepsiCo angrily denied allegations that their products
manufactured in India contained toxin levels far above the norms permitted in the developed
world. But an Indian parliamentary committee, in 2004, backed up CSE's findings and a
government-appointed committee, is now trying to develop the world's first pesticides standards
for soft drinks. Coke and PepsiCo opposed the move, arguing that lab tests aren't reliable
enough to detect minute traces of pesticides in complex drinks. On December 7, 2004, India's
Supreme Court ruled that both PepsiCo and competitor The Coca-Cola Company must label all
cans and bottles of the respective soft drinks with a consumer warning after tests showed
unacceptable levels of residual pesticides.
Both companies continue to maintain that their products meet all international safety standards
without yet implementing the Supreme Court ruling. As of 2005, The Coca-Cola Company and
PepsiCo together hold 95% market share of soft-drink sales in India. PepsiCo has also been
alleged to practice "water piracy" due to its role in exploitation of ground water resources
resulting in scarcity of drinking water for the natives of Puthussery panchayat in the Palakkad
district in Kerala, India. Local residents have been pressuring the government to close down the
PepsiCo unit in the village.
In 2006, the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high
levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that
their drinks are safe for consumption and have published newspaper advertisements that say
pesticide levels in their products are less than those in other foods such as tea, fruit and dairy
products. In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft
drinks, was banned by the state government in 2006, but this was reversed by the Kerala High
Court merely a month later. Five other Indian states have announced partial bans on the drinks
in schools, colleges and hospitals.

INTRODUCTION TO CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depend on the offers performance in relation to the
buyer expectation. In general satisfaction is a person's feelings of pleasure or disappointment
resulting from comparing a products perceived performance relation to his/her expectations. If
the performance falls short of expectation, the customer is dissatisfied. If the performance
matches the expectation customer is satisfied. If the performance exceeds the expectation the
customer is highly satisfied. Customer satisfaction cannot be very difficult. After all you either
satisfied with the services you receive or you are not. If you don¶t you are not. If it is that easy,
then obtaining people's opinion about how satisfied they are with relatively straight forward
matter- or is it?. Customer satisfaction is a marketing tool and a definite value addad benefit. It
is often perceived by customers as important as the primary product or service your
organisation offers. It looks at what is involved from 3 different angles, the first is from the
view of an organisation wishing to understand, and measures, how satisfied its customer are
with the products and services they receive from it. The second is from the perspective of a
research agency that has been asked to obtain feedback from customers and about their
experiences when dealing with companies. Finally it considers the issue from the perspective of
consumers who participate in surveys, including both business customers and members of
general public
MEANING OF CUSTOMER SATISFACTION

Customer satisfaction is a business term, is a measure of how products and services supplied by
a company meet or surpass customer expectation. It is seen as a key performance
indicator within business and part of the four prospective of balanced score card. IN a
competitive market place were businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business
strategy customer satisfaction drives successful private sector business. High performing
businesses have developed principles and strategies for achieving customer satisfaction.
This paper presents a framework or set of ideas for using customer satisfaction principles
and strategies to improve the quality responsiveness, and possibility of public sector
privately provided services in vulnerable communities. The framework suggested that
resident who live in tough neighborhoods can be supported through customer satisfaction
strategies to become empowered individuals

Who informed perspectives influence decisions about what, how, when, and where services are
available to them. Customer satisfaction is the customers response to the evaluation of the
perceived discrepancy between prior expectation and the actual performance of the product as
perceived after its consumption.

IMPORTANCE OF CUSTOMER SATISFACTION

IT costs at least 7 times more to source a new customer than it does to retain existing one A
'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell 14-15
people. Companies can boost profits anywhere from 25% to 125% by retaining a mere 5% more
of their exciting customers. Totally satisfied customers were 6 times more likely to use that
services and commend it than ' satisfied' customers. Customers who have a bad experience with
you and do not complain are only 37% likely to still do business with you. Customers who have
an opportunity to complain and the complaint is achieved are 95% likely to still do business
with you.

Factors of customer satisfaction serviceof quality reliability of service knowledge of the staff
Being kept informed of progress The way service kept its promises The way the service
handled any problem Friendliness of staff y How sympathetic staff were to your needs Speed of
enquiries Number of time had to contact the service.

Measuring customer satisfaction Organizations are increasingly interested in retaining existing

customers while targeting non-customers; measuring customer satisfaction provides an
indication how successful is the organisation at providing products and/or services to the
market place. Customer satisfied is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviours such as return and recommend
rate. The level of satisfaction can also vary depending on other options the customer can
compare the organizations products. Because satisfaction is basically a psychological state, care
should be taken in effort of quantitative measurement, although a large quantity developed.

CUSTOMER SATISFACTION TOWARDS PEPSI

Satisfaction means fulfillment or gratification of need, desire or appetite. Customer satisfaction

or dissatisfaction is the feeling derived by the consumer when he/she compares the product’s
actual performance with the performance that he/she expects of it. When the product
performance matches the expected performance, the customer experience satisfaction; when it
falls short of the expectation, the customer experience dissatisfaction. And when the
performance exceeds expectations, the customer is highly satisfied or delighted. Customer
satisfaction is a key indicator of success of an organization. Customer satisfaction can be two
types which as follows:-
1. Product satisfaction
2. Service satisfaction
Customers buy goods and services to meet specific needs. When people
feel a need, they are motivated to take action to fulfill it. In many instances, purchase of a good
and service may be seen as offering the best solution to meeting a particular need. Subsequently
customers may compare what they received against what they expected, especially if it cost
them money, time, or effort that could have been devoted to obtaining an alternative solution.

“A SATISFIED CUSTOMER IS YOUR BEST ADVERTISEMENT”

A sale is not a onetime transaction – it is the beginning of repeat business provided your keep
“THE CUSTOMER SATISFIED” and there is no other way of doing it than to be prompt in
reaching out to him in adversity and giving him good after sales service.
The time has come to put yourself in “YOUR CUSTOMERS SHOES” and SATISFY HIS
NEEDS BECAUSE ONE satisfied customer in ten years brings you HUNDRED more.
All of us have “Family jewellery”; similarly such satisfied customers are the “NAVRATNAS”
of your business. The easiest way to get new customers is look after well your existing
customers.
Centrum Direct Ltd. and Almondz Securities Ltd. have definite customers. They have
individual as well as industrial customers. Both the companies are maintained loyal customers.
Both of them have long list of satisfied customers.
Customer satisfaction is affordable and profitable because a satisfied customer becomes your
salesman forever.
DIS-SATISFIED CUSTOMERS ARE YOUR BEST TEACHERS
You can never please 100% of your customers. 100% of times and 100% of the days. If you can
or you are achieving it, you Are genius. Generally for an average businessman one- third if your
customers are very satisfied with you, another one- third are reasonably satisfied and the
balance one-third are not fully satisfied. Do not worry too much but start doing something about
it.
 Offer him/her a deal, e.g. you pay half and he/she pays half or share the service cost or
any other such ratio that will indicate your willingness to help the customer go by your
experience.

 You can make a list of old dis-satisfied customers, but never get them together.

 When you try to reach the difficult customers, you may not quite satisfy all of them but
you won’t come up with a “nothing achieved” feeling either. So start with one
dissatisfied customer and satisfy him; one success will lead to another.
  You will have to search for the dissatisfied customers you should get involved in a
continuous search, a continuous probing around. Once you locate some of them, one
third of your problem is solved.

EXCELLENT CUSTOMER SERVICE

WHAT IS EXCELLENT CUSTOMER SERVICE?
- Excellent customer service is not a smile campaign.

It is about—
 The quality of “WHAT” you DELIVER.

 The quality of “HOW” you DELIVER it.

- Merely “ADEQUATE CUSTOMER SERVICE” is probably invisible to customers.

Only “EXCELLENT CUSTOMER SERVICE” gets noticed.

- Customers are hungry for “QUALITY TREATMENT” which is the central theme of
service ERA.

- Smart companies today see the customer not as target but as a partner to be involved in
development of the organization.

Excellent service means giving customers a LITTLE MORE THEY EXPECT. When we
satisfy a customer the customer leaves with positive feeling. That is huge significance to
any business because feeling will bring a customer back and business success largely
depends upon repeat business and references from existing customers to potential new
customers.
Customer’s loyalty is very important for successful business. It should be able to manage the
customer’s feelings.
TERM “A LITTLE BIT MORE”
Giving people a lot more than they expect is good service. Good service educates the customer
and establishes a new standard which raises the challenge of continuous improvement. There
are some different types of securities which are as follows:-
Cold Drinks: - Pepsi is the drink manufacture company. Pepsi represents the various drinking
products of company’s. In the other words
 OBJECTIVES OF STUDY

 To study the characteristics of an ideal Pepsi beverages as per customer’s view.

 To study various factors like quality of eatables, ambience, price, service etc. of
PEPSI in Ludhiana.
 To study the internal environment i.e. employee behavior, music, catering etc. of
PEPSI in Ludhiana.
 RESEARCH METHODOLOGY

Research methodology is a scientific & logistic technique to solve the problem. When
we talk of the research methodology we not only talk about research methods adopted to get
desired results but we also consider the logic behind these methods. All possible efforts were
made to gather information in a natural way to achieve objectives of the research.

Research is an original contribution to the existing stocks of knowledge making for its
advancement in search for knowledge through objectives and systematic method of landing
solution to problem, in research. Research reflects to systematic method consist of the problem,
formulating the hypothesis, collecting the facts, analyzing data, data analysis of the fact and
reaching certain conclusion either in form of solution towards concerned problem in certain
generalization for some theoretical formulation.
Research Design
A descriptive research design is being used in this research as here it has been described
that how much satisfied are the people from the services provided by PEPSI Ludhiana. This
research describes the various parameters which provide satisfaction to customers regarding
beveragess. Moreover, the research is also telling various areas to be worked upon in order to
provide optimum level of satisfaction to the customers.
Data Collection This includes all those resources from where a researcher collects data for his
project. There are mainly two resources for collecting data:
Primary resource: In it we include fresh information collect for the first time
Secondary resource: In it we include those resources which are already published in one or in
the form such as reports, magazines, newspapers, journals and many more.
Regarding my research work, I am using both Primary and Secondary Method for
collecting data. In case of Primary data, I am using the questionnaire method for collecting
fresh data direct from the respondent. And In case of Secondary Resources, I have collected
information from various published resources such as Books, Magazines, Newspapers and
Internet.
Sampling design

In carrying out a survey relating to research, first select the problem and study its implications
in different areas. Selection of research problem should be line with the researcher’s interest,
chain of thinking and existing research in the same area and should have some direct utility.
The topic should have practical feasibility. To study feasibility, it is important to prepare a
preliminary abstract on the research topic. The first and foremost task in carrying out a research
is to select a sample. In sample plan we decide about the size of the sample, total population
and sampling unit which are described below.

Universe
All the customers of PEPSI of Ludhiana.
Population
Selected customers from PEPSI.
Sampling Unit
Each single person from whom questionnaire is got filled. In this research sampling unit is the
each selected customer of PEPSI.
Sample size
The number of respondents included in the study was 100.
Sampling Technique
The selection of respondents was done on the basis of convenience sampling.
Sampling Frame
The frame is the list of names of all respondents who has filled Questionnaire for the research.
Data Analysis
Analysis is carried out as per categories of questions and their sub parts. The data has been
tabulated and the analysis is carried out by presenting the data in the form of bar and pie charts
wherever necessary to facilitate better understanding and proper depiction to facilitate
interpretations. Information collected was analyzed by means of mean or average and sampling
method and after analysis it, results were find out. Till this stage those data are only responses,
which are incapable of interpretation until converted into significant statistical information
.Tabulation of data was done to present data into an easily understandable form. Percentages
were used to analyze the data collected. In addition to summarizing data in a tabular form, data
was presented graphically to obtain significant insight. Bar Diagrams and pie charts were used
to represent the information. Checklist and multiple-choice questions were analyzed on
percentage basis, ranking questions were analyzed on average basis and rating questions were
analyzed on the basis of weight age.

NON-PROBABILITY SAMPLING

Non-Probability sampling methods are those which do not provide every item in the
universe with a known chance of being included in the sample. The selection process is at least
particularly subjective. The following are some of the methods of Non-Probability sampling:
Chi-square Test
The chi-square test is one of the simplest and most widely used non-parametric tests in
statistical work. The χ2 are the Greet letter chi the chi-square (χ 2) test was first used by Karl Pearson in
the year 1990. The quantity chi-square describes the magnitude of the discrepancy between theory and
observation. It is defined as:
Chi-Square = Σ(O-E)2 / E
Where O = Observed frequency
E = Expected frequency
To determine the value of chi-square, the steps required are:
1. Calculated the expected frequencies
Total no. of Respondents
E = ---------------------------------------
Different types of respondents
2. Take the difference between observed and expected frequencies and obtain the squares of
these differences i.e.,
(O-E) 2
3. Divide the values of (O-E)2 with respective expected frequency and obtain the total i.e.,
Σ (O-E) 2 / E
Degree of Freedom is (n-1).
 LIMITATIONS

 The problem was being faced in pursuing the managers of the beverages for conducting
the research.

 Limitation of the research is that on the basis of just one hundred respondents results
are applied to entire PEPSI beverages in Ludhiana, which is also area for scope of
further researches.

 Moreover this project would tell them the factors which provide satisfaction to the
customers. They can improve that factor in which they lacks and can meet the stage of
optimum customer’s satisfaction with the help of this.
 ANALYSIS AND INTERPRETATION

1. How often you drink this Pepsi?

Table 7.1

Options Frequency Percentage (%)

Daily 5 5
At least once in a week 45 45
Once in a month 30 30
Not very often 20 20
Only on occasions 0 0
First time visitor 0 0

Analysis:

Fig No 7.1

Interpretation: PEPSI is able to attain most of its customers and is providing a good level of
satisfaction to its customers. It is reflected from the fact that 45% of customers visit PEPSI at
least once in a week.
2. What type of drink you prefer?

Table 7.2
Options Frequency Percentage (%)
Energy drink 37 37
Soft Drink 48 48
Both 15 15

Analysis:

Fig No 7.2
Interpretation:
PEPSI is not only catering with the needs of non veg people but also is successful in meeting
the satisfaction level of veg. people. That’s why the percentage of veg. people visiting PEPSI is
quite good, but still the percentage of non veg. people visiting PEPSI is much more than others.

3. Rate the following factors from 1 to 6 according to your preference for an ideal beverages: (1
being the most important and 6 being the least one)
 i. Quality

ii. Location

iii. Service

iv. Reasonable price

v. Infrastructure

vi. Ambience
Table 7.3
Factors Total marks
Quality 71
Location 119
Service 98
Reasonable price 146
Infrastructure 189
Ambience 203

Analysis:

Fig No 7.3
Interpretation: The customers of Ludhiana give most preference to Quality while visiting any
beverages.

4. What features of PEPSI attracts you?

Table 7.4
Features Avg. Value (%)
Quality 27
Price 8
Service 22
Location 19
Infrastructure 8
Ambience 16

Analysis:

Fig No 7.4
Interpretation:
Thus it is clear that Quality food and Service are the main attractions of PEPSI.

5. Please tick the statements you consider true in case of this beverages:

i. PEPSI provides quality ________

ii. Prices of items of PEPSI are reasonable ________

iii. PEPSI has quite a good Ambience. ________

iv. Service provided by PEPSI is decent. ________

v. PEPSI has enough variety. ________

Table 7.5
Options (i) (ii) (iii) (iv) (v)
percentage percentage percentage percentage percentage
True 85 45 45 85 25
False 15 55 55 15 75

Analysis:

Fig No 7.5

Interpretation:

Thus it is clear that PEPSI provides excellent quality and decent service but need to work upon
the variety in order to provide more satisfaction to its customers.

6. To what extent are you satisfied with the following factors of PEPSI?

Table 7.6

Factors Not satisfactory Satisfactory Good Excellent

Quality 0 25 48 27

Price 0 40 46 14

Service 05 25 55 15
 Infrastructure 0 18 32 50

Variety 0 25 62 13

Analysis:

Fig No 7.6

Interpretation:-Thus it is clear that PEPSI is providing satisfaction to its customers in terms of

Quality food, Infrastructure, Service and ambience and need to do some work in the area of
parking facility in order to pro vide better satisfaction to its customers.
7.Would you drink this beverages again?

Table 7.7

Options Percentage
Yes 80
No 20

Analysis:

7. Would you drink this beverages again?

Table 7.7

Analysis:

Fig No 7.7

Fig No 7.7

Interpretation:
As every customer of PEPSI is willing to drink back hence it can be said that level of customer
satisfaction in PEPSI is good enough.

8. What problems are you facing in PEPSI? (You can tick more than one)
Table 7.8

Factors Percentage

Quality 10

Service 20

Price 15

Employee's behaviours 25

Parking 10

Location 20

Analysis:

Fig No.7.8

9. Please rate your overall experience from this beverages:

Very bad Bad Average Good Very Good

--------I-----------------I-------------I----------------I----------------I-----------
Table 7.9

Option Very Bad Bad Avg. Good V. Good

Overall 0 0 15 60 25
Experience

Analysis:

Fig No 7.9
Interpretation:
The overall experience of the customers is good in PEPSI. Thus, PEPSI is providing good level
of customer’s satisfaction.
10. Do your drink Pepsi at the place of water?

Table 7.10

Options Percentage
Yes 60
No 40

Analysis:

Fig No. 7.10

11. Your suggestions to increase level of customer’s satisfaction.

Analysis:
We can say that if Pepsi want to increase level of customer’s satisfaction then its
service should be fast. Stock should be complete. Location and quality should be good. And
employee’s behavior should be polite with customers.
 FINDINGS OF THE STUDY

 Customers are satisfied with the beverages PEPSI of Ludhiana.

 Still there are some areas to work upon to make this level an optimum level such as
variety, Packing etc.

 There is a request from many customers that PEPSI should check and control the
excessive use of beefs in its drinking stuff.
 SUGGESTIONS

1. Supply distribution should improve during summer.

2. The sales team should be trained and should be courteous with the retailer. It should
depend the partnership arrangement with suppliers and distributors and make them feel
as a part of the company.
3. Pepsi fridge and racks should be making easily available for the retailers so that they
survey the purpose of visibility as they say ‘JO DIKHEGA WOHI BIKEGA’.
4. More emphasis should be given in retaining and building loyalty among retailers while
at the same time new retailers should be encouraged to sell Pepsi.
5. Another brand of Cola flavor should be introduced and it should have strong taste and
more fizz so as to attract the customers who like Thumps up more than Pepsi.
6. Supply should be in time.
7. Merchandising facility should be fulfilling like board.
8. The company should concentrate on the brand awareness of its product.
 CONCLUSION

Everything in this world is made to utilize properly but should be reach at the proper person or
to the proper utilize areas. Otherwise the value added to those things become in vein. As there
is a proverb that, Far from Eye, far from Heart´. Thus marketing role play a very important role
in achieving the objectives of a company. Undoubtly, value utility is created by the manufacture
of product or service but time and place utilities are created by marketing role. According to
Drunker, both the market and the distribution channels are often more crucial than the product´.
They are primary and the product is secondary. In an economy like that of India, where
marginal shortages can lead to disproportation distortion in prices, a dependable and efficient
distribution system is very much essential. The distribution system creates a value added to all
most all products. All from the above study not withstanding its restructuring efforts, Pepsi steel
had some distance to cover to catch up with Coke.
 BIBLIOGRAPHY

BOOKS :
 Bhattacharya, D.K, Research methodology 2003,Excel books New Delhi, Edition 1st

JOURNAL/MAGAZINES/NEWSPAPER :
 Business world, 29th march 2007, page No. 35

 Fred Luthans, Organization Behaviour, Tata MC Graw Hill publications Pages 46-56

 Goldberg, M.E., Gorn, G.T., Gibson, W.1979. T.V message for snack and breakfast
foods. Do they influence children’s preference? Journal of Consumer Research. 5(4):
27-81

WEBSITES :
 http://roadtrip.beimers.com/day99.html
 http://www.agilitynut.com/eateries/8b.html
 http://www.en.wilkipedia.org/beverages.com
 http://www.Pepsi.com/about/pressure.asp
 http://www.Pepsi.com/about/secret.asp
 Vogmel, N. 1976. Employee development for efficient customer service. Prajan. 5(2):
167
 QUESTIONNAIRE

PERSONAL DETAILS:

Name _______________________
Phone number _______________________
Gender _________
Age ________
Place ___________________

1. How often you drink PEPSI? (Please tick your answer)

□ Daily
□ At least once in a week
□ once in a month
□ Not very often
□ Only on occasions and functions
□ First time visitor

2. What type of drink your prefer?(Please tick your answer).

□ Energy drink □ Soft drink □ Both

3. Rank the following factors from 1 to 6 according to your preference for ideal beverages: (1
being the most important and 6 being the least one)

I. Quality ________

II. Location ________

III. Service ________

IV. Reasonable price ________

V. Infrastructure ________

VI. Ambience ________

4. What features of PEPSI attracts you? (you can tick more than one choice)
i. Quality food □ ii. Price □
iii. Service □ iv. Location □
v. Infrastructure □ vi. Ambience □

vii. Any Other, please specify ________

5. Please tick the statements you consider true in case of this beverages:

i. PEPSI provides quality ________

ii. Prices of items in PEPSI are reasonable. ________

iii. PEPSI has quite a good Ambience. ________

iv. Service provided by PEPSI is decent. ________

v. PEPSI has enough variety ________

6. To what extent are you satisfied with the following factors of PEPSI?

Not satisfactory Satisfactory Good Excellent

Quality food ------ -I------------------------- I ------------ I ----------- I -----

Price -------I--------------------------I--------------I------------I------

Service -------I-------------- ------------I--------- -----I------------I----

Ambience -------I--------------------------I--------------I--------------I-----

Infrastructure --------I--------------------------I--------------I--------------I----

Parking facility --------I--------------------------I--------------I----------

7. Would you drink this Pepsi again?

□ Yes □ No

8. What problems are you facing in PEPSI? (You can tick more than one)

1. Quality ______
 2. Service _______

3. Price _______

4. Employee’s behavior _______

5. Parking _______

6. Location _______

7. Any other, please specify __________________________

9. Please rate your overall experience from PEPSI:

Very bad Bad Average Good Very Good

--------I-----------------I-------------I----------------I----------------I-----------

10. Do your drink Pepsi at the place of water?

□ Yes □ No

11. Your suggestions to increase level of customer’s satisfaction.

________________________________________________________________________
 PREFACE

In most of the Management Institutes in India, all the stress is laid on theoretical knowledge and
the practical training is considered just a necessity for the mere completion of course but our
KIMT, Ludhiana does not agree to this condition. In our course practical training is given equal
importance and thus we undertook a research in our third year.
When everybody is providing that what is demanded by the customers, the person
delivering the satisfaction to customers succeeds in long run. In today market it is very much
important to provide the optimum level of satisfaction to the customers in order to retain them.
As customer is the king, so in order to survive in the market your customers should be satisfied
from you. To conquer the modern business world one needs to understand the needs of
customers.
My project “To study the level of customer’s satisfaction regarding the beverages
PEPSI in Ludhiana.” has been done at PEPSI in Ludhiana.
Now I take this opportunity to present my report and sincerely hope that it would be
useful for readers.
 ACKNOWLEDGEMENT

It is almost a ritual to place on record a statement of thanks at the beginning of a training

report. But this acknowledgement is more than just a ritual. It is a heartfelt thanks to all those
who has provides me this great opportunity to learn something. First of all I would like to
express my indebtness and sincere thanks Mr. Manjit S. Chhabra (Co-ordinator) and Mrs.
Shallu Gupta, GGNIVS, Ludhiana for her expert supervision and constructive criticism and
valuable suggestions throughout the course of my study. She is the person who guided me at
every step of my project.
I extended my thanks to my parents, brother and friends for their deep affection and emanated
expiration that really kept me going towards my work.
Lastly I wish to thank all the respondents who extend their whole-hearted co-operation in
giving answers to the questions which were asked to them for my research work.
I would also like to thank Mr. Shukla (A.D.C.) of Aradhna Drinks Beverages without whose
support this project could not have been in the form in which it is now.

Ishan Kalra
820458018
 STUDENT DECLARATION

Thereby declared that project report entitled “Customer’s satisfaction regarding the PEPSI”

submitted for the degree of Bachelor of Business Administration is my original work and the

project report has not formed. The basis for the award of any diploma, degree fellowship or

similar other title. It has not been submitted to any other university or institution for the award

of any degree or diploma.

Ishan Kalra

Roll No. 82045801