A Study On Consumer Behaviour-01233456
A Study On Consumer Behaviour-01233456
Consumer Behaviour
With special reference to Coca-cola Soft Drinks
Project report submitted in partial fulfillment of
Master of Business Administration
Offered by Osmania University,
Hyderabad.
By
NAVEEN KUMAR.M
(064-07-156)
Naveen Kumar.M
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ACKNOWLEDGEMENT
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TABLE OF CONTENTS
CONTENTS PAGE
NO.
Chapter 1
Introduction…………………………………………………………….……..7
Research methodology…………………………………………….………..13
Chapter 2
Company profile…………………………………………………….………..16
Chapter 3
Chapter 4
Chapter 5
Conclusions……………………………………………………..…….………62
Suggestions………………………………………………..…...……………..63
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Annexure
Questionnaire………………………………………………...………………65
Bibliography…………………………………………………………………..68
S.N
o. Table Title Page
No. No.
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INTRODUCTION
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1. CONSUMER BEHAVIOUR
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services, which we think will satisfy our needs. In today’s world of rapid
changing technology, consumer’s tastes and preferences are also
characterized by fast changes. To survive in the market, a firm has to be
constantly innovating and understand the latest consumer trends and
tastes. Consumer behavior provides invaluable clues and guidelines to
marketers on new technological frontiers, which they should explore.
Hence this study tries to identify the probable ways and methods of
consumer behaviour towards soft drinks in general and Coca-cola in
particular. This study tries to identify what are the various brand
available for the consumers from the Coca-cola and what is the
consumer perception towards these brands.
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1.1 NEED FOR THE STUDY
The basic idea of this study is to find the consumer behavior on soft
drinks of Coca-cola Beverages. The needs have to be recognized and
necessary steps have to be taken to make the changes.
A study of this kind may help the company to find out the reason for
any kind of dissatisfaction and appropriate methods to sort our problem.
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In the light of the above problem the researcher felt that a
comprehensive study on these matters will help the company to identify
and take the corrective measures.
A survey to find out the consumer behavior in relation to the soft drinks.
To find out the awareness of a particular product and the means, they
have come to know about it.
3. To find out the factors which, who influence the consumption of the
drink.
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8. To increase the product sales in the market.
The design of the research project specifies both the data that are
needed and how they are to be obtained. The first step in data collection
process is look for secondary data. This is the data that was developed
for some purpose other than for helping to solve the problem at hand.
The data that is still needed after that search completes will have to
develop specifically for the research project and is known as primary
data.
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Primary data is obtained from the consumer survey through
questionnaires.
To evaluate the true picture of soft drinks, preference, the data was
collected, classified, analyzed and interpreted and the results were
converted into percentage and numbers so as to know the correct figure
of reference.
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1.4 LIMITATIONS OF THE STUDY
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1.5 INDIAN SOFT DRINKS SCENARIO
The soft drinks till early 1990’s were in the hands of domestic players
like Thumsup, Limca etc. But with the opening of economy and coming of
MNC players Pepsi and Coca-cola the market has come totally under
their control. Pepsi entered Indian market in 1991. Coke re-entered (after
they were thrown out in 1977 by the then central government) in 1993.
The growth of soft drinks in India was very high compared to other
countries. The annual growth rate has been observed as around 10%. So
this attracted the attention of world leading market players a lot. Before
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the entry of Pepsi into India the market share of Coca-cola was 80%, but
with the entry of Pepsi its market share has decreased by 10%.
COMPANY PROFILE
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2. COMPANY PROFILE
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people’s lives. The Coca-cola company is also committed to offer
consumers a variety of beverages to choose from in a broad mix of
package size to suit all occasions and life styles. Coca-cola commitment
also encompasses adhering to the right policies in schools and the
market place; encouraging physical activity and promoting nutrition
education and continuously meeting changing consumer needs through
innovation.
2.1 HISTORY
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2.1.1 Business :
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requires consistent growth in the financial results complemented by
effective use of cash flow.
Coca-cola and Pepsi are the main combatants in the soft drinks war.
They wage constant and pitch battles for the retail shelf space. They
engage in price wars, copycat advertising, court battles etc.
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After 16 years, again Coca-Cola soft drinks came to India and
launched Coke in October 1993 for the first time in Agra. As a result of
liberalization and opening doors to the multinational companies, Pepsi
came to India in the year 1990 and for Indianization it has added the
word Lehar.
2.5 Vision :
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2.6 Mission :
Coca-cola, the world’s most powerful trade marks and other highly
valuable trade marks.
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CONSUMER BEHAVIOUR
IN THE
MARKETING CONTEXT
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For instance, you are on the way to home from office along tiring day. On
the way you see a hoarding for cola drink which promises to be cool,
refreshing and tasteful. This hoarding provides you a stimuli to stop at
the nearest cool drink shop and drink a cola. All the brands are available
at the shop at a certain price. You can recall some association with each
of the three brands from the advertisements you have watched on
television, hoardings and magazines. You buy a particular brand of cola
and consume it. The initial stimuli for this purchase and consumption
were provided by the hoarding. This was further backed by the other
stimuli such as product display in the shop, watching other consumers
buying a particular brand, any point of purchase, promotional material,
earlier satisfaction with a given brand etc.
Marketing Other
Stimuli Stimuli Consumer
Decisions
Product
Choice
Brand
Dealer
Choice
Purchasing
Timing
Amount
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Product Economic
Price Technological
Cultural Problem
Recognition
Social Information
Search
Personal Evaluation
Decision
Psychological Post
Purchase
Behavior
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Cultural
Factors
Culture Social
Factors
Reference Personal
Groups Factors
Sub Culture
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3.4.1 Culture : Culture is the most fundamental determinant of a
person’s wants and behavior like set of values, perceptions, preferences
and behavior through his or her family member
a) Family
b) Friends
c) Neighbors and Co-workers
d) Status
e) Conformity
f) Opinion readers
g) Diffusion and Innovation
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3.6 PERSONAL FACTORS :
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ANALYSIS
AND
INTERPRETATION
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Table : 4.1 Preferences of soft drinks based on age groups.
Male Female
Age Numbers Percentag Numbers Percentag Total
e e
5-14 20 10.93 23 19.66 43
15-24 91 49.73 59 50.43 150
25-34 35 19.12 15 12.82 50
35-44 19 10.38 13 11.11 32
45-54 8 4.37 5 4.27 13
>55 10 5.46 2 1.71 12
Source: survey
The findings suggest that males who are in the age group of 15-24 and
females in the age group of 15-24 consume more soft drinks.
On the whole majority of the respondents who are in the age group of
15-24 consume more when compared to other age groups.
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Graph : 4.1 Preferences of soft drinks based on age groups.
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Table : 4.2 Preference of soft drinks based on occupation.
Male Female
Occupation Numbers Percentag Numbers Percentag Total
e e
Students 104 56.83 72 61.54 176
Employees 56 30.60 5 4.27 61
Housewive - - 30 25.64 30
s
Business 19 10.38 - - 19
Medicos 1 0.55 4 3.42 5
Teachers 3 1.64 6 5.13 9
Source: survey
The findings suggest that the students consume more drinks when
compared to other occupants.
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Graph : 4.2 Preference of soft drinks based on occupation.
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Table : 4.3 Number of consumers who consume a soft drink.
Male Female
Opinion Numbers Percentag Numbers Percentag Total
e e
Yes 181 98.91 113 96.58 294
No 2 1.09 4 3.42 6
Source: survey
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Graph : 4.3 Number of consumers who consume a soft drink.
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Table : 4.4 With whom one would like to have a soft drink.
Male Female
Company Numbers Percentag Numbers Percentag Total
e e
Friends 138 75.41 49 41.88 187
Family 37 20.27 60 51.28 97
Others 6 3.28 4 3.42 10
Never 2 1.09 4 3.42 6
Source : survey
The findings suggest that the most of the male respondents would like to
have a drink with their friends and females with their family.
On the whole, the majority of the respondents would like to have drink
with their friends.
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Graph : 4.4 With whom one would like to have a soft drink.
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Table : 4.5 Choice of consuming a soft drink.
Male Female
Choice Numbers Percentag Numbers Percentag Total
e e
Snacks 41 22.41 32 27.38 73
Food 15 8.19 17 14.53 32
Generally 125 68.31 64 54.70 189
Not 2 1.09 4 3.42 6
Preferred
Source : survey
The findings suggest that the most of the respondents consume a soft
drink generally.
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Graph : 4.5 Choice of consuming a soft drink.
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Table : 4.6 Timings of consumers consuming a soft drink.
Male Female
Timing Numbers Percentag Numbers Percentag Total
e e
Morning 11 6.02 8 6.84 19
Afternoon 59 32.24 30 25.64 89
Evening 96 52.46 58 49.47 154
Night 15 8.20 17 14.53 32
Not 2 1.09 4 3.42 6
Preferred
Source : survey
The findings suggest that both male and female respondents prefer to
have a soft drink in the evenings.
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4.6 Timings of consuming a soft drink.
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Table : 4.7 Frequency of consuming a soft drink.
Male Female
Frequency Numbers Percentag Numbers Percentag Total
e e
Regularly 118 64.48 58 49.57 176
Seasonally 31 16.94 35 21.37 56
Occasionall 32 17.49 30 25.64 62
y
Not 2 1.09 4 3.42 6
Preferred
Source : survey
The findings suggest that both the male and female respondents prefer
to have soft drinks regularly.
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Graph : 4.7 Frequency of consuming a soft drink.
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Table : 4.8 Number of times in a day consumers consume a soft
drink.
Male Female
Number of Numbers Percentag Numbers Percentag Total
Times e e
Once 94 51.37 94 51.37 188
Twice 44 24.04 9 7.70 53
Thrice 27 14.75 3 2.56 30
Four Times 16 8.74 7 5.98 23
Not 2 1.09 4 3.42 6
Preferred
Source : survey
Findings suggest that both the male and female respondents prefer to
have soft drink once in a day.
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Graph : 4.8 Number of times in a day consumers consume a soft
drink.
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Table : 4.9 Choice of venue for having a soft drink.
Source : survey
The findings suggest that most of the respondents prefer to have a drink
in bakeries.
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Graph : 4.9 Choice of venue for having a soft drink.
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Table : 4.10 Availability of soft drinks in a locality.
Male Female
Availability Numbers Percentag Numbers Percentag Total
e e
Sufficient 171 93.44 109 93.16 280
Insufficient 10 5.46 4 3.42 14
Not 2 1.09 4 3.42 6
Preferred
Source : survey
The findings suggest that most of the respondents feel that the present
availability of a soft drink sufficient.
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Graph : 4.10 Availability of soft drinks in a locality.
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Table 4.11 Preference of package convenience of a soft drink.
Source : survey
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Graph 4.11 Preference of package convenience of a soft drink.
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Table 4.12 Response of consumers whether they stick to one
brand or not.
Male Female
Response Numbers Percentag Numbers Percentag Total
e e
Yes 118 64.49 68 58.12 186
No 63 34.43 45 38.46 108
Not 2 1.09 4 3.42 6
Preferred
Source : survey
The findings suggest that the majority of the respondents do stick to one
brand.
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Graph 4.12 Response of consumers whether they stick to one
brand or not.
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Table : 4.13 Does an advertisement make to shift from various
brands.
Male Female
Shifting Numbers Percentag Numbers Percentag Total
e e
Yes 72 39.34 52 44.44 124
No 109 59.56 61 52.14 170
Not 2 1.09 4 3.42 6
Preferred
Source : survey
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Graph : 4.13 Does an advertisement make to shift from various
brands.
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Table : 4.14 Various advertising sources of awareness.
Source : survey
The findings suggest that most of the respondents come to know about
the advertisement through television.
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Graph : 4.14 Various advertising sources of awareness.
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Table : 4.15 Which brand advertisement influence the
consumers.
Male Female
Opinion Numbers Percentag Numbers Percentag Total
e e
Coca-cola 91 49.73 58 49.57 149
Pepsi 31 16.99 11 9.41 42
Thumps Up 59 32.25 34 37.61 103
Not 2 1.09 4 3.42 6
Preferred
Source : survey
The findings suggest that most of the respondents are very much
impressed by the Coca-cola advertisement when compared to other
brands.
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Graph : 4.15 Which brand advertisement influence the
consumers.
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Table : 4.16 Brand image in the minds of the consumers.
Source : survey
The findings suggest that most of the respondents prefer to drink Coca-
cola soft drinks when compared to other brands.
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Table : 4.16 Brand image in the minds of the consumer.
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CONCLUSIONS
AND
SUGGESTIONS
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5.1 CONCLUSIONS
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8. Most of the consumers prefer to have 200ml package when
compared to other packages.
5.2 SUGGESTIONS
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ANNEXURE
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QUESTIONNAIRE
Name :
Age :
Sex :
Occupation :
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Contact No. :
a) Yes b) No
7) What do you think of the availability of the soft drinks in your area?
a) Sufficient b) Insufficient
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8) Which package do you prefer?
a) Yes b) No
a) Yes b) No
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BIBLIOGRAPHY
References
Websites
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[Link]
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