Project Kavya (3rd CA)

A STUDY ON BRAND PREFERENCE OF SOFT DRINKS AMOUNG YOUTH WITH REFERENCE TO
KODAKARA IN THRISSUR DISTRICT
1.1 INTRODUCTION OF THE STUDY

In our modern world living pattern and life style of the people have changed a lot. Soft
drinks were common preference among all the individuals with the changing life style and
income levels, people are shifting their consumption patterns. Market research is based on
consumer’s buying preference towards soft drinks. Soft drink is an important product item in
modern society both urban and rural and becoming more popular in the consumer world. At
present soft drink market is one of the most competitive markets in the world. In which crores
of rupees on advertisement and other promotion activities are being spent. In India the soft
drink industry is flourishing well with a wide range of brand comprising both popular
international, national and regional branded soft drinks. In present investigation, the impact
of globalization on brand preference of soft drinks and the factor determining the brand
preference is studied.The study on brand preference becomes necessary. The purchase
decision largely depends upon Taste, Quality, Quantity, Price, Availability and the like. Due
to globalization, there are many soft drink brands available in the market such as Coca- cola,
Pepsi, Sprite, Fanta etc. In current scenario, where the competition is tough, consumer choose
preferred brand according to their pleasure. The company can achieve and complete in the
market, only when they satisfy the needs of the customer by taking in to account their reason
for brand preference.
The soft-drink industry comprises companies that manufacture non-alcoholic beverages and
carbonated mineral waters or concentrates and syrups for the manufacture of carbonated
beverages. Soft drink products have been well accepted by consumers and gradually
overtaking hot drinks as the biggest beverage sector in the world. In the midst of the rapidly
growing soft drink demand, the industry on the whole is encountering new opportunities and
challenges. Changing consumer demands and preferences require new ways of maintaining
current customers and attracting new ones, recent developments in soft drink consumption
and challenges in marketing have heightened the need for searching the consumers' needs and
preferences .It is becoming increasingly difficult to ignore the existence of soft drink in
today's markets, Since the inception of soft drink in the 1830's, it’s consumption has steadily
increased with technological advances in production and increased product availability.
Recent statistics suggests that despite India's huge population and the fact that around 47% of
the population is composed of persons below 30years of age, the per-capita consumption of
soft drinks in India remains very low, at approximately at 5.2 liters against the world average
of nearly 85.22 liters which indicates huge potential for market of soft drinks in India
SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 1

1.2 STATEMENT OF THE PROBLEM

The study was conducted to know the brand preference and factors influencing
young consumers of packaged soft drink. Soft drink is an important product item in
the modern society. It is mainly concentrated on the consumption among youth. It is
found that a great important for the study. The study examines key attitude of buying
and brand perception with preference that are considered as important cues, which
lead youth to select particular brand of soft drink. In modern world due to the
development of science and technology many new brands of soft drink products flood
the market every year. When the new brands enter in to the market, some consumers
switch over to it. So the study was conducted to know the brand preference and
consumption among youth in soft drinks.
1.3 SCOPE OF THE STUDY

The scope of the research is based on the soft drink industry in India and it also focuses
on the brand preference among youngsters in Kodakara. It covers the factors pertaining to the
opinion of the soft drink consumers and the particular brand in soft drinks which they prefer.
A variety of components may contribute to the adoption, perception and consumption of soft
drink among youngsters. All the questions are analyzed adding up the responses against every
different and answers from the varied respondents. For example, political economic element
such as government policies regulate the accessibility to mobile phone services and the
publicity of mobile phones as fascinating devices by industry plays a function in the adoption
and usage of mobile phones by college students. Likewise, the socio-economic indicators
such as income levels or payment capacity of the users are essential reasons that effect the
adoption and consumption of soft drinks. Nevertheless, this study does not render such
analyses. This study primarily looks at the different structure in which youngsters of a
particular age-group understand and consume soft drinks
1.4 OBJECTIVES OF THE STUDY

* To study the soft drink industry of India.
* To identify the brand preference of soft drinks among youth.

* To study the factors influencing their purchase decision.
1.5 RESEARCH METHODOLOGY

The methodology adopted for the study has been briefly described in this section
1.5.1 RESEARCH DESIGN

* The research design carried out for this research is basically probability research design and
descriptive research design.
* For this research, we visited among youth generation in Kodakara and gathered appropriate
information as per the questionnaire
1.5.2 Sampling design

Convenient sampling was used to draw samples from the population.The common people
residing in
Thrissur district were framed as population of the study.
1.5.3 Sample Unit

Secondary level ,Under graduation and the Post Graduation Students have been
taken as test unit.
1.5.4 Sample Size

The sample size consists of 50 people from kodakara in thrissur District
1.5.5 Sources of Data

> Primary Data
Primary data was collected from the respondents based on a structured questionnaire
> Secondary Data
The secondary data for the study was mainly collected from journals, books and websites
1.5.6 TOOLS USED FOR DATA ANALYSIS

> A pre-structured questionnaire is used as a tool for data collection

> Percentage analysis are used for data analysis

> Pie Charts and Bar Diagrams are used for presentation of the analyzed data
1.2.7 LIMITATION OF THE STUDY

* The exploration has been prepared within a period of one month and thus there was limited
time for directing the research and literature review.
* Some of the respondents might have been one-sided in their reactions in that capacity
the investigation could change to some extent.
* Time span is short and resource constraints

REVIEW OF LITERATURE
Review of literature will give an outline of previous studies about the prevailing area under
the study. Literature review serves research gap and current scenario about the studing area
There are various studies have done about brand preference of soft drinks.These are the
important studies conducted in the prevailing area of the study
Anojan and Subaskaran (2015) conducted a study in Northern Province of Srilanka to find
out the consumer preference and consumer’s buying behaviour of all the soft drinks in that
area. They tested by taking two main variables such as consumer’s preference and
consumer’s buying behaviour which again include sub variables. They collected information
from 300 respondents. They analysed the result using regression and correlation and
concluded that there is significant relationship between consumer’s preference and buying
behaviour
Nashath Raffia Azeez,Vignesh.P, Tharic Ajis (2015) in his study explored certain
demographical factors that affect the overall preference of the consumer towards soft drinks.
Also found out that the factors such as brand, taste, aesthetics, variety, availability, discount
and offers, advertisement has a significant impact on the overall preference of the consumer
towards soft drinks.
Satnam Ubeja and Rajana Patel (2014) studied about the consumer preference towards soft
drinks. The objective of this study was to identify consumer preference towards carbonated
and non carbonated drinks with respect to gender wise. They did survey of 150 active mall
shoppers. This study helped the retailers and manufacturers of soft drinks to understand the
consumer preference factors and which factor the customer mostly like and help them to craft
their marketing strategies. This study concluded that the average customer of Indore city was
not very conscious about carbonated and non carbonated drinks but gender wise they are also
not conscious about any types of drinks. They are purchasing soft drinks for only refreshment
and taste.

Vinayaga Moorthy.A and Madevan .P (2014) studied about the influence of advertisement
in consumer brand preference. This paper also studied the role of advertisement in brand
preference. In this paper researcher used convenience sampling. The sample size was 150.
The data were collected through structured questionnaire. The result of study identifies as the
consumer’s preference and the attitudes change with the passage of the time and age
mediums of advertisements also plays an important role in promoting the products among the
masses.
Sampathkumar (2003) in his article entitled "Brand Preferences Acidity of Soft Drink
Market" calls attention to that the customers conduct includes understanding the
procurement, utilization, and aura of the items and administrations. Those engaged with
dissecting it, be it purchasers, advertisers,
go betweens, or administrative organizations, ought to consistently try earnest and essential
endeavors and take intermittent measures to reinforce the assortment of information that is as
of now existing. He additionally recommends that the shoppers consistently both in urban and
rustic zones, want to have quality items at sensible cost and they trust increasingly the
exhortation of retailers.
Sakuntala Narasimman (1999)41 in her purpose of saw the soda pops commercial lead of
misdirecting propensity for the youngster shoppers the sponsor realize that utilization
propensity and inclination created in youth get conveyed into aburtood Coco-Cola drinks
contain manufactured substance sweetness (for less expensive than ordinary sweetness)
which are just vacant calories and give no supplements. Sponsorship of games occasions like
cricket coordinates the utilization of game men as models in promotions and challenges with
alluring prizes..
Venugopal Rao (1999)46 in his articles as "Nexus between center estimation of a brand and
Brand augmentation" broke down that the utilization example of country India as to sodas
was in reality changing and the provincial masses were changing over to marked sodas when
contrasted with their unbranded partners. Brand distinguishes the item and uncovers the
realities of its distinction, practical esteem, joy esteem and emblematic incentive as an
impression of the purchaser's mental self-view.

Jacobson (2000)47 in this study on “Small taxes on soft drinks and snack food to promote
health”, concluded that small taxes on soft drinks, candy, gum and snack food are politically
feasible and, when revenues are applied to health programmes, are likely to be supported by
many consumers. He suggest that public health professionals consider recommending snack
taxes as a means of funding health eating and physical activity programs. Such programs
could result in better health and lower health care costs.
William R. George (1999) uncovers reason for investigation of elements incharge of brand
inclination in soda pop industry, expanding rivalry more, because of globalization is inspiring
numerous organizations to construct their systems completely with respect to building brands.
Brand inclination intends to think about the diverse brands and choose the most favored
brand. This brand inclination is affected by different elements. In the ID of components
influencing the brand inclination, it was presumed that Brand persona is the best factor that
influences the brand inclination. This Brand persona manages the identity angles or the outer
traits of brand, hence one might say that buyer lean toward any brand by taking a gander at
the outside properties of a brand
Beverly J. Tepper (1998) inspected the relative commitments of taste and wellbeing
contemplations on shopper enjoying and buy purpose of cola drinks. Eight sorts of business
cola drinks were assessed by 305 grown-up buyers who likewise finished a short survey on
soda pop utilization propensities. Information were investigated utilizing factor examination.
Results uncovered that buy aim of cola drinks was unequivocally identified with level of
preferring and to few key tangible traits including saltiness, drinks flavor and oiliness. These
factors rose as the principal factor in the examination, proposing 63that customers see these
qualities as being most vital in their decision of cola drinks. Second depicted a wellbeing
measurement and was identified with respondents' states of mind toward fat in the eating
regimen. Third factor involved two staying tangible traits (shading and crunchiness), which
clearly were of minor significance to the respondents. These information propose that
notwithstanding current worry about decreasing dietary fat, wellbeing stays optional to taste
in the choice of cola drinks for buyers in this populace.

Agarwal (2009) in his study on "Use of Soft Drinks Multinational Positioning Strategy"
concluded that rural India has widely diverse cultures and subcultures. Also, there is large
number of like of soft drinks and regular use of consumer's soft drinks which vary from
region to region and state to state within the country. This makes the promotion task difficult
as the act message has to be delivered in the local soft drinks according to the rural
populations. A low level of literacy of rural people also leads to the problem of
communication for promotion purposes. The demand for goods and services is seasonal in
nature India and it is directly as well as closely connected with manufacturer of soft drinks
which itself is seasonal. Therefore, there is considerable fluctuation in demand in rural area
Dhandhapani, (1997) in his research work, "A study on the acceptance of Fountain Pepsi in
Madurai City", revealed that Pepsi consumption was 69.23 percent in the case of 150 sample
respondents, and Coco-cola market was only 13.46 percent and thumps up was only 10.36%.
Keller (1998) stated from his research that a famous brand mane can disseminate product
benefits and lead to higher recall of an advertised benefit than a non- famous brand name
leading to high recall and repurchase. The last factor studied was product promotion.
Promotion is a component of a marketing mix which takes the form of commutation between
the product and the correct or potential consumers. Several studies suggest that promotion,
especially in form of a welltargeted advertisement cannot only make the consumers less price
sensitive and more loyal, but also change their knowledge, attitude and behaviour towards the
product.
McCracken (1986) contents that these brand associations are created or developed from
brand and product category experience, positing in promotional communication, or user
imagery. Those brands benefit from associations with endorsers, because endorser acquire or
possess a variety of desirable meaning (e.g., Pepsi becomes more attractive to teenagers when
endorsed by Madonna, because of her anti-establishment image).

Susana (2010) in their study "Consumer Buying Behaviour in Fashion Retailing: Empirical
Evidences" stated that the consumer behaviour research is the scientific study of the
processes consumers use to select, secure, use and dispose of products and services that
satisfy their needs. Firms can satisfy those needs only to the extent that they understand their
customers. The main objective of this paper is to study the gender differences in consumer
buying behaviour of a Portuguese population when they go shopping to buy apparel products.
To attain this objective a survey was developed and administered across Portugal. The
findings confirm the differences between women and men especially in terms of What,
Where, When, and How they buy.
Nandagopal and Chinnaiyan (2003) conducted a study on brand preference of soft drinks in
rural Tamil Nadu, using Garrets ranking technique, to rank factors influencing the soft drinks
preferred by rural consumer. They found that, the product quality was ranked as first,
followed by retail price. Good quality and availability were the main factors, which
influenced the rural consumers of a particular brand of a product.
Manoj Patwardhan (2007), they aims at improving business performance through an
understanding of customer's preferences and desires. In today's world of growing competition
where there are numerous brands selling the same products, consumers have an abundant
number of choices and many diverse factors influence their buying behavior. In such a
scenario, this analysis can help in structuring and formulating different strategies for
maximizing profit. This study made an attempt to find the factors affecting consumer's
buying behavior, with the focus on two commonly used products (soaps and chocolates).
These factors are based on certain variables used in the survey. These variables were aimed at
identifying the secondary factors that influenced the choice of soaps/chocolates at the point of
purchase or due to other contextual reasons. The variables include packaging, cost,
availability, ingredients, product popularity, etc., that influence the choice of a brand from
among those in the consideration list, but may not be the most important and primary
determinants for short listing brands. The study is useful to the marketers as they can create
various marketing programs that they believe will be of interest to the consumers. It can also
boost their marketing strategy.

THEORETICAL FRAMEWORK
BRANDING
Branding is the process of shaping a distinctive identity that captures the essence of a
product, service, or company. It encompasses the strategic creation of a unique visual and
narrative language that not only sets a brand apart but also resonates with its target audience.
A successful brand goes beyond logos and slogans, fostering a strong emotional connection
and building trust through consistent messaging and experiences. In a competitive landscape,
branding serves as the beacon that guides consumer perceptions. It's a strategic investment
that influences decision-making and cultivates loyalty. Effective branding communicates not
just what a product is but also why it matters, weaving a narrative that leaves an indelible
mark on the minds of consumers. In essence, branding is the bridge between a business and
its audience, forging a connection that extends beyond transactions to create lasting
relationships.
MEANING & DEFINITION OF BRAND
Kevin Lane Keller and Donald R. Lehmann, in their academic work, propose a brand
definition that encompasses both tangible and intangible elements: "A brand is a name, term,
sign, symbol, or design, or a combination of them, intended to identify the goods and services
of one seller or group of sellers and to differentiate them from those of the competition." Seth
Godin, a brand is "the set of expectations, memories, stories, and relationships that, taken
together, account for a consumer’s decision to choose one product or service over another."
TERMS RELATED TO BRANDING
Brand Guidelines
A set of documented rules and standards governing the use of brand elements, ensuring
consistency in visual representation across various media and platforms.
Brand Extension
The practice of expanding a brand into new product categories or markets. This is done to
leverage existing brand equity and enter new areas with a familiar brand identity.
Brand Positioning
The strategic process of defining how a brand stands out in the minds of consumers relative
to its competitors. It involves identifying and emphasizing unique qualities that resonate with
the target audience.


Sub-brand
A brand that is part of a larger brand but possesses its own distinct identity. Sub-brands are
often created to offer specialized products or services while benefiting from the parent
brand's recognition.
Preference
Preference is a powerful force that guides individuals in making choices, be it in selecting
products, services, or even personal experiences. Rooted in subjective judgments and
individual tastes, preference reflects the unique combination of factors that resonate with
each person. It extends beyond mere liking or favouritism, encapsulating a nuanced decision
making process influenced by values, needs, and emotions.
Brand Preference
Brand preference is the culmination of a consumer's conscious choice to consistently favour
one brand over others within a given category. It represents a distinct level of affinity and
trust that consumers develop for a particular brand, often stemming from positive
experiences, perceived value, and alignment with personal preferences. In a saturated market
where choices abound, brand preference emerges as a crucial factor, influencing purchasing
decisions and shaping long-term brand loyalty.
TYPES OF PREFERENCES
Product Preferences: Consumers often have distinct preferences for certain product
features, such as size, colour, design, and functionality. Marketers need to align their product
offerings with these preferences to meet consumer expectations.
Brand Preferences: Brand preference is a key aspect of marketing, indicating consumers'
inclination to choose one brand over others. Building a positive brand image and maintaining
consistency are vital for establishing and enhancing brand preferences.
Communication Preferences: People have varying preferences for how they prefer to
receive information. Some may prefer emails, others social media, and some might favour
traditional advertising channels. Understanding these communication preferences helps
marketers tailor their messaging and distribution strategies.
Content Preferences: Different audiences prefer various types of content. Some may engage
more with videos, while others prefer blog posts or infographics. Marketers need to create
diverse content that caters to the preferences of their target audience.

Pricing Preferences: Consumers may have preferences for certain pricing models, such as
discounts, bundles, or subscription services. Marketers should consider these preferences
when structuring pricing strategies.
TYPES OF SOFT DRINKS
Carbonated Soft Drinks:
Carbonated soft drinks, the stalwarts of the beverage world, are characterized by their
effervescence. Typically made with carbonated water, high-fructose corn syrup or sugar, and
flavourings, these sodas include classics like cola, known for its sweet and fizzy profile, and
lemon-lime sodas such as Sprite, celebrated for their citrusy freshness.
Non-Carbonated Soft Drinks:
Unlike their bubbly counterparts, non-carbonated soft drinks eschew carbonation. This
category encompasses a diverse range, including iced teas, lemonades, and fruit juices. These
beverages offer a still and often more refreshing alternative, appealing to those seeking a
different sensory experience.
Diet or Light Soft Drinks:
Tailored for health-conscious consumers, diet or light soft drinks employ low-calorie or zero
calorie sweeteners. Diet colas and sugar-free variations of other sodas offer a guilt-free option
for those looking to reduce their caloric intake without compromising on taste.
Creamy Soft Drinks:
Creamy soft drinks, typified by the velvety texture and vanilla-infused sweetness, offer a
unique departure from traditional sodas. Cream sodas, in particular, are beloved for their
smooth, almost dessert-like character, making them a delightful treat. Clear or Transparent
Soft Drinks: The clear or transparent soft drink category emphasizes purity in appearance and
a milder taste. Clear colas and lemon-lime sodas are prime examples, presenting a crisp and
clean alternative to their more boldly colored counter parts. Functional Soft Drinks:
Functional soft drinks go beyond traditional refreshment by incorporating health-enhancing
ingredients. Enriched with vitamins, minerals, antioxidants, or herbal extracts, these
beverages often claim to offer specific health benefits, appealing to consumers who prioritize
wellness.

DATA ANALYSIS & INTERPRETATION

Data analysis is a process for obtaining raw data and converting it into information useful for
decision making by user.
Table 4.1
Age Classification of the respondents
Response No. of Response Percentage

15 - 18 9 18%
19 - 21 19 38%
22 - 25 6 12%
25 and above 16 32%
Total 50 100
(Source: Primary Data)
Figure:4.1
Age Classification of the respondent

Interpretation
The table shows that age of the respondents,18% fall between the age category of 15 -
18,38% include in the range between 19 - 20,12% include in the range between 22 - 25, and
32% include in 25 and above.

Table 4.2
Gender wise classification
Response No. of respondents Percentage
Male 25 50%
Female 25 50%
Total 50 100
Figure: 4.2
Gender wise classification
Interpretation
Figure 4.2 and Table 4.2 show that amongst 50 respondents 50% on whom survey was
conducted are male and 50% are female.

Table 4.3
Educational Level of the Respondents
Secondary Level 8 16 %
Undergraduate 26 52 %
Post graduate 16 32 %
Total 50 100
Figure: 4.3
Educational Level of the Respondents
Interpretation
Out of 50 respondents, the youngsters from undergraduate background are 52%
from postgraduate background 32% and from Secondary Level background are
16% in purchasing of soft drinks


Table 4.4
Preference of Soft Drinks.
Yes 40 80 %
No 10 20%
Total 50 100
Figure: 4.4
Preference of Soft Drinks.
Interpretation
According to figure seen above it shows that out of 50 responses, 80% of youngsters in
kodakara like consuming soft drinks while there are about 20% youngsters do not like soft
drinks.

Table 4.5
Frequency of Consumption of Soft Drink.

Daily 1 2%
2 -4 times 7 14 %
More than 4 times 2 4%
Once in a week 18 32 %
Very rare 24 48 %
Total 50 100
Figure: 4.5
Frequency of Consumption of Soft Drink.

Interpretation
When the frequency of consumption of soft drink was studied among 50 respondents, the
results showed that 48% of the people consumed soft drinks very rare, 32% consumed soft
drinks once in a week, 14% consumed drinks 2 – 4 times, 4% consumed them more than 4
times a week (Figure 4.5, Table 4.5).

Table 4.6
Occasions where soft drinks are consumed.
Feeling thirsty 9 18 %
Without any reason 7 14 %
Celebrations 14 28 %
Get together 15 30 %
Other 5 10 %
Total 50 100
Figure: 4.6
Occasions where soft drinks are consumed.
Interpretation
The results of the survey show that among the 50 respondents, 30% consume soft drinks.get
together. Figure 4.6 and Table 4.6 shows 28% consume soft drinks at celebrations, 18%of the
people consume them for feeling thirsty,14% consume soft drinks without any reason and
10% consume soft drinks for other reasons.

Table 4.7
Factors inducing soft drink purchase.
price with quantity 6 12 %
health drinks 5 10 %
status symbol
flavor 29 58 %
Variety 7 14 %
Advertisement 3 6%
Total 50 100
Figure: 4.7
Factors inducing soft drink purchase.
Interpretation
Factors inducing soft drink purchase were depicted in Figure 4.7 and Table 4.7 shows 58%of
the people are carried away by the flavor14% of the people like the variety,12%are attracted
by the low cost for good taste.10% of the people are under the imagination that a soft drink is
equal to a fruit drink,6% of the respondents are influenced by advertisements and there no
people consumes soft drinks on an occasion stands as their status symbol.

Table 4.8
To what extent advertisements affect your purchases
To greater extend 4 8%
To great extend 9 18 %
neutral 24 48 %
To less extend 5 10 %
To lesser extend 8 16%
Total 50 100
Figure: 4.8
To what extent advertisements affect your purchases
Interpretation
The results of analysis presented in table 4.8 and figure 4.8 show that most of the people
(48%) are not that much by advertisements with regard to the consumption of soft drinks

Table 4.9
To know about soft drinks
Newspaper 1 2%
Magazine 2 4%
Social media 24 48 %
Other 23 46 %
Total 50 100
Figure: 4.9
To know about soft drinks
Interpretation
According to the figure mentioned above, Out of 50 respondents 48% youngsters get
informations through social media,46% people knows through soft drinks for other ways
whereas 4% people buy through magazine, 2% people get through newspaper

Table 4.10
Preference of soft drinks
Coca-cola 8 16 %
Pepsi 5 10 %
Mirinda 7 14%
Mazza 7 14%
Others 23 47 %
Total 50 100
Figure: 4.10
Preference of soft drinks
Interpretation
The results of the survey showed that 46% of the respondents among 50 preferred other
drinks, 16% preferred Coca Cola, 14% preferred Miranda and mazza, and up to 10% of the
population preferred other drinks (Table 4.10 and Figure 4.10).

Table 4.11
Preference of same soft drink every time
Yes 7 14
No 27 54
May be 16 32
Total 50 100
Figure: 4.11
Preference of same soft drink every time
Interpretation
The results depicted in figure 4.11 and table 4.11 showed that 14% of the total respondents
preferred variety, i.e., they wanted to taste different drinks with different flavours. 32 % of
the total respondents are don’t know exactly they have two opinion and 54% of the
respondents sticked on to same drink which they tried and liked once.

Table 4.12
Preferable flavoured drink
Mango 11 22 %
Orange 4 8%
Lemon 16 32 %
Apple 4 8%
Other 15 30 %
Total 50 100
Figure: 4.12
Preferable flavoured drink
Interpretation
Among the different soft drinks, the results of the survey presented in figure 4.12 and table
4.12 showed that people mostly (32%) preferred lemon drink, 30% of the respondents
preferred other juices, 22% of the people preferred mango drink, 8% of the people preferred
orange and apple drinks.

Table 4.13
Are canned juices equal to fresh juices
Equal to fresh juice 6 12 %
Healthy with preservative 6 12 %
Not as healthy 38 76 %
Total 50 100
Figure: 4.13
Are canned juices equal to fresh juices
Interpretation
The results of the survey presented in the figure 4.13 and table 4.13 showed that 76%
consider these canned juices unhealthy12% considered it equivalent to fresh juices and
healthy and healthy with preservatives.


Table 4.14
Does soft drinks cause health problems
Yes 39 78 %
No 6 12 %
No comments 5 10 %
Total 50 100

Figure: 4.14
Does soft drinks cause health problems
Interpretation
The results of the survey presented in figure 4.14 and table 4.14 showed that 78% of the
respondents are well aware of the health problems caused by soft drinks; only 12% of the
respondents are unaware of the health issues caused by soft drinks. 10% of the respondents
remained neutral regarding this issue.

Table 4.15
Did any soft drink effect your health?
Yes 4 8%
No 37 74 %
May be 9 18
Total 50 100
Figure: 4.15
Did any soft drink effect your health?
Interpretation
The results of the survey presented in figure 4.15 and table 4.15 showed that 74% of the
respondents are unaware of the health issues caused by soft drinks, 18%of the respondents
remained neutral regarding this issue, 8% of the respondents are well aware of the health
problems caused by soft drinks.

Table 4.16
Do you know you are being charged more on soft drinks?
Yes 21 42 %
No 29 58 %
Total 50 100
Figure: 4.16
Do you know you are being charged more on soft drinks?
Interpretation
From the results of the survey (Table 4.16 and Figure 4.16 ), it is found that 58% of the
respondents are unaware of this fact and 42% of the respondents are aware of being charged
more on soft drinks .


Table 4.17
Considering the TV ad which soft drink do you like more?
Coca-cola 13 26 %
Pepsi 10 20 %
Mirinda 11 22 %
Mazza 2 4%
Others 14 28 %
Total 50 100
Figure: 4.17
Considering the TV ad which soft drink do you like more?
Interpretation
Being influenced by the television advertisements, according to the results of the survey
(Table 4.17 and figure 4.17) 28% of the respondents preferred other drinks, 26% of the
respondents preferred Coca-cola , 20% pepsi and 4% of the respondents preferred Miranda .

Table 4.18
Do you switch to a different soft drink on seeing an advertisement?
Yes 9 18 %
No 29 58 %
May be 12 24 %
Total 50 100
Figure: 4.18
Do you switch to a different soft drink on seeing an advertisement?
Interpretation
Being greatly influenced by television advertisement, 58% of the respondents are fixed to
specific soft drink depending on its taste or flavour which they liked; 24% of the respondents
remained neutral regarding this issue, and 18% of the respondents according to the survey are
shifting to different drinks and enjoying varieties of soft drinks available in the
market (Figure 4.18, Table 4.18).


Table 4.19
Is there any reduction in consumption of soft drinks after plachimada
incident?
Yes 15 14 %
No 19 54 %
May be 16 32 %
Total 50 100
Figure: 4.19
Is there any reduction in consumption of soft drinks after plachimada
incident?
Interpretation
Influenced by the Plachimada incident as seen in table 4.19 and figure 4.19 , 30% of the
respondents showed a reduction in consumption of soft drinks, but 38% of the respondents
were not influenced by the incident, 32% respondents remained neutral regarding this issue.

Table 4.20
Should superstars stop promoting unhealthy soft drinks?
Yes 29 58 %
No 4 8%
May be 17 32 %
Total 50 100
Figure: 4.20
Should superstars stop promoting unhealthy soft drinks?
Interpretation
With regard to the aspect should superstars stop promoting unhealthy soft drinks, the survey
results presented in table 4.20 and figure 4.20 showed 58% of the respondents in the survey
had no comments; 34% of the respondents disagreed with this aspect where as 8% of the
respondents agreed with this aspect

5.1 Finding
Findings of the study will help marketers understand brand preference practices in soft
drinks market. It will provide substantial information about level of customer involvement in
brands searching, analyzing attributes and brand choice for the high involvement product
soft drinks. It will also help to develop the profile of specific customer of brands. The finding
of the study are:
*The researcher has made an attempt to find the important factors which are
responsible for Brand switching when GENDER is taken into consideration while varieties,
flavours, price, quality are prominent elements for Brand Switching.
*Coca-cola soft drink brand which is very famous among youth respondents. This
is due to the features of Coca-cola brand which always fulfill their customers demands.
*The second preference by the respondents in soft drink is Coca-cola which is one
of the leading brand in soft drink industry in India.

5.2 SUGGESTIONS
*Continuous advertisement attracts the customers. Hence, continuous advisements may
be made to increase market share.
*Customers change the brand because of new varieties of product, so manufacturers
should produce new products & launch in market frequently.
*Youth should:
*Increase their consumption of water and low fat or fat milk
*Reduce youth’s access to sugar- sweetened beverages to decease consumption.
*Encourage adolescents to drink water and low fat- free milk, or limited amounts of
100% fruit juices, as an option.

5.4 CONCLUSION
As stated in the objectives, this study is aimed at studying the brand preference and factors
influencing young consumers of packaged soft drinks. The major part of the soft drink
consumers are in 19-21 age groups. The most preferred brand is other drinks and second
position is Coca-cola as per youngsters choice. The consumption of soft drinks products
increase comparing with previous times. The changing living pattern and life style of the
peoples are changed a lot so soft drinks where common preference among all the individuals
with the change in life style and income level, peoples are shifting their consumption
patterns. The competition between the brands lead to a high influence in buying behaviour of
the consumers because their marketing strategy. The quality and taste are influencing in
consumer purchasing decisions. Soft drink consumption is no good for health there are so
many disease incur through soft drink consumption but our changes in life styles soft drinks
consumption is an important product item in modern society both urban and rural and
becoming more popular in the consumer world. At present soft drink market is one of the
most competitive markets in the world .The principle goal of the review was to recognize
brand preference for soft drinks in the area of Kodakara. The researcher concludes that the
prominent brands among youth are Coca-cola, sprite, 7Up and many more. The results
revealed that dominant group of soft drink consumers were under of age of 25 and above
wherein the sub-group includes youngsters like students including undergraduates,
postgraduate and PHD students. It is noted that Brand Loyalty is the most considered
attributes among youth.

QUESTIONNAIRE
NAME:
AGE?
15 – 18
19 – 21
22 – 25
25 AND ABOVE
GENDER?
MALE
FEMALE
OTHER
EDUCATIONAL LEVEL?
SECONDARY LEVEL
UNDERGRADUATE
POSTGRADUATE
DO YOU LIKE SOFT DRINKS?

YES
NO
FREQUENTLY OF CONSUMPTION OF SOFT DRINKS IN A WEEK ?

DAILY
2-4 TIMES
MORE THAN 4 TIMES
ONCE IN A WEEK

ON WHAT OCCASIONS, DO YOU OFTEN CONSUME THE SOFT DRINKS?

FEELING THIRSTY
WITHOUT ANY REASON
CELEBRATIONS
GET TOGETHER
OTHER
WHAT INDUCES YOU TO BUY SOFT DRINKS?

PRICE WITH QUANTITY
HEALTH DRINKS
STATUS SYMBOL
FLAVOR
VARIETY
ADVERTISEMENT
DO ADVERTISEMENTS AFFECT YOUR PURCHASES ?

TO GREATER EXTEND
TO GREAT EXTEND
NEUTRAL
TO LESS EXTEND
TO LESSER EXTEND
FROM WHERE DID YOU COME TO KNOW ABOUT SOFT DRINKS ?

NEWSPAPER
MAGAZINE
SOCIAL MEDIA
OTHER
WHICH SOFT DRINKS DO YOU LIKE MORE ?

COCA-COLA
PEPSI
MIRINDA

MAZZA
OTHER
DO YOU TAKE THE SAME SOFT DRINKS EVERY TIME ?

YES
NO
MAY BE
12 WHICH FLAVOR DO YOU LIKE MOST ?
MANGO
ORANGE
LEMON
APPLE
OTHER
HOW DO YOU RATE CANNED JUICES AS COMPARED TO FRESH ?

EQUAL TO FRESH JUICE
HEALTHY WITH PRESERVATIVE
NOT AS HEALTHY
DO YOU THINK TAKING TOO MUCH SOFT DRINKS WOULD CAUSE HEALTH
PROBLEMS
YES
NO
NO COMMENTS
HAVE THESE DRINKS CAUSED ANY HEALTH PROBLEM FOR YOU BEFORE ?
YES
NO
MAY BE
ARE AWARE THAT YOU ARE PRICED MORE THAN 10 TIMES OF THE REAL
PRICE OF THE DRINKS ?

YES
NO
CONSIDERING THE T.V ADVERTICEMENT WHICH SOFT DRINKS

ADVERTISEMENT DO YOU LIKE MORE ?
COCA-COLA
PEPSI
MIRINDA
MAZZA
OTHER
AFTER SEEING THE ADVERTISEMENT DID LIKE TO SWITCH ON TO THAT ONE ?

YES
NO
MAY BE
AFTER THE PLACHIMADE INCIDENT HAVE YOU REDUCE CONSUMING SOFT

DRINKS ?
YES
NO
MAY BE
DO YOU THINK SUPER-STARS SHOULD STOP PROMOTING UNHEALTHY SOFT

DRINKS ?
YES
NO
NO COMMENT

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A STUDY ON BRAND PREFERENCE OF SOFT DRINKS AMOUNG YOUTH WITH REFERENCE TO

KODAKARA IN THRISSUR DISTRICT

1.1 INTRODUCTION OF THE STUDY

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 1

1.2 STATEMENT OF THE PROBLEM

1.3 SCOPE OF THE STUDY

1.4 OBJECTIVES OF THE STUDY

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 2

* To study the factors influencing their purchase decision.

1.5 RESEARCH METHODOLOGY

1.5.1 RESEARCH DESIGN

1.5.2 Sampling design

1.5.3 Sample Unit

1.5.4 Sample Size

1.5.5 Sources of Data

1.5.6 TOOLS USED FOR DATA ANALYSIS

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 3

> Percentage analysis are used for data analysis

1.2.7 LIMITATION OF THE STUDY

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 4

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 5

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 6

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 7

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 8

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 9

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 10

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 11

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 12

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 13

DATA ANALYSIS & INTERPRETATION

Response No. of Response Percentage

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 14

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 15

(Source: Primary Data)

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 16

(Source: Primary Data)

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 17

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 18

(Source: Primary Data)

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 19

Response No. of respondents Percentage

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 20

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 21

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 22

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 23

To lesser extend 8 16%

(Source: Primary Data)

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 24

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 25

(Source: Primary Data)

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 26

Response No. of respondents Percentage

(Source: Primary Data)

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 27

(Source: Primary Data)

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 28

Equal to fresh juice 6 12 %

Healthy with preservative 6 12 %

(Source: Primary Data)

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 29

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 30

(Source: Primary Data)

SAHRUDAYA COLLEGE OF ADVANCED STUDIES,KODAKARA 31