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A Study On Consumer Behaviour-01233456

This project report examines consumer behavior towards Coca-Cola soft drinks as part of a Master's degree requirement at Osmania University. It outlines the study's objectives, methodology, and the competitive landscape of the soft drink market in India, highlighting Coca-Cola's market presence and strategies. The research aims to identify consumer preferences and factors influencing purchasing decisions related to Coca-Cola products.

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0% found this document useful (0 votes)
86 views70 pages

A Study On Consumer Behaviour-01233456

This project report examines consumer behavior towards Coca-Cola soft drinks as part of a Master's degree requirement at Osmania University. It outlines the study's objectives, methodology, and the competitive landscape of the soft drink market in India, highlighting Coca-Cola's market presence and strategies. The research aims to identify consumer preferences and factors influencing purchasing decisions related to Coca-Cola products.

Uploaded by

PYDB
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd

A study on

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)

Under the guidance of


Mr. V. VENUMADHAV

Bhavan’s Vivekananda College Of Management


Stuides
(Affiliated to Osmania University)
Sainikpuri, Secunderabad-94.
2007-2009
DECLARATION

This is to declare that the project work entitled “A STUDY ON


CONSUMER BEHAVIOUR – WITH SPECIAL REFERENCE TOWARDS TO
COCA-COLA SOFT DRINKS ” is the original work done by me for the

requirement of partial fulfillment for the award of “ Masters


Degree in Business Administration ” from “Osmania
University, Hyderabad ”

Naveen Kumar.M

2
ACKNOWLEDGEMENT

As per prelude to this project report I wish my sincere heartfelt thanks to


all the people who have assisted me towards the completion of this
project.

I take immense pleasure in expressing my gratitude to my project guide


Mr. V. Venumadhav, Associate Professor, department of Management
studies, Bhavan’s Vivekananda College of for the unstinted support and
guidance throughout the project.

I am greatly indebted to Dr. [Link], Head, Department of


Management Studies, Bhavan’s Vivekananda College for entrusting me
with this research project and guided me all along the project.

I also wish to express my deep sense of gratitude to Mr. Y. Ashok,


Principal and all the faculty members of Bhavan’s Vivekananda College,
department of Management Studies for assisting in carrying of this
project.

3
TABLE OF CONTENTS
CONTENTS PAGE
NO.
Chapter 1

Introduction…………………………………………………………….……..7

Need for the study……………………………………………………..….….9

Objective and Scope of the study………………………………………...10

Limitations of the study………………………………………………...….11

Research methodology…………………………………………….………..13

Chapter 2

Company profile…………………………………………………….………..16

Chapter 3

Consumer behaviour in Marketing Context……………….…………..23

Chapter 4

Analysis and interpretation……………………………….…….….……..29

Chapter 5

Conclusions……………………………………………………..…….………62

Suggestions………………………………………………..…...……………..63

4
Annexure

Questionnaire………………………………………………...………………65

Bibliography…………………………………………………………………..68

LIST OF DIAGRAMS AND TABLES

S.N
o. Table Title Page
No. No.

1 3.2 A model of Consumer Behaviour 25

2 3.3 Model of factors influencing Consumer 26


Beghaviour

5
INTRODUCTION

6
1. CONSUMER BEHAVIOUR

One thing we have in common is that we all are consumers. In fact


everybody in this world is a consumer. In our day to day life we purchase
and consume an incredible variety of products and services. However,
we all have different tastes and preferences and adopt different behavior
patterns while making purchase decisions.

The term consumer behavior is defined as the behavior that


consumer displays in searching for, purchasing, using, evaluating and
disposing of products and services that they expect will satisfy their
needs. Consumer behavior focuses on how individuals make decisions to
spend their available resources (time, money, effort) on consumption
related items. That includes what they buy, why they buy, when they
buy, where they buy it, how often they buy it, how they evaluate it after
the purchase, the impact of such evaluations on future purchases.

Consumer behavior is helpful in understanding the purchase behavior


and preferences of different consumers. As consumers, we differ in terms
of age, sex, education, occupation, income, family setup, religion,
nationality and social status. Because of this different background
factors, we have different needs and we only buy those products and

7
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.

8
1.1 NEED FOR THE STUDY

The growing competition among soft drinks company as a whole and


the coming up of varieties from various different companies have set fire
in soft drink companies. Here after an effective promotional method and
a lot of money is to be involved in it has created a need for the study on
what the customer feels about the product in the phase of competition.

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.

India is growing rapidly and changes are dynamic. The nature of


people is changing, the preference and the demand is changing. The
market also has to change accordingly.

In this competitive market the level of consumer satisfaction decides


the success of any product and any company. The right consumers have
to be targeted and the right strategy should be implemented at the right
time. This will give the desired results.

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.

9
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.

1.2 OBJECTIVES AND SCOPE OF THE STUDY

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.

1. To identify the factors influencing the consumption pattern.

2. To know about the customer willingness and desire.

3. To find out the factors which, who influence the consumption of the
drink.

4. To find out the preferences as to where they would like to take a


drink.

5. To find out whether the promotional activities helps to boost up the


image.

6. To know which coca-cola product has high demand and why.

7. To know about the business opportunities in the market.

10
8. To increase the product sales in the market.

1.3 RESEARCH METHODOLOGY

The study was conducted by a convenient sampling administered


through questionnaires. This was conducted to know the behavior of the
consumers in twin cities (Hyderabad and Secundrabad) and the response
was satisfactory.

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.

1.3.1 Secondary Data

Secondary data includes the collection of information from several


magazines, journals, website etc.

1.3.2 Primary Data

11
Primary data is obtained from the consumer survey through
questionnaires.

1.3.4 Sample Size

A random sample of 300 respondents was taken and segmented into


different categories like students, employees, housewives, labor etc.

1.3.5 Type of questionnaire

The questionnaire consists of open ended, closed, dichotomus and


multiple choice questions.

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.

1.3.6 Sources of data

The customer behavior is always changing day today and is not


constant to measure whether the customer is satisfied by the coke
products or not and to maintain the good relationship with the customer
regarding to take some suggestions from him for further improvement of
coke products, if not to measure what are the defects that are prevailing
in the minds of the customer.

12
1.4 LIMITATIONS OF THE STUDY

 The study is restricted to selected places and may not apply


findings and suggestions to the other areas.

 The sample size was restricted to 300 respondents and the


respondents were chosen randomly.

 The study was restricted to certain areas in Hyderabad and


Secundrabad only.

 Consumer behavior is always changing and so the results may not


be relevant for a longer period of time.

13
1.5 INDIAN SOFT DRINKS SCENARIO

The Indian market offers a strong consumer potential as the majority


of the population is in the middle class category, which is a strong
consumer base for any soft drink industry.
Non-alcoholic soft drink beverage market can be divided into fruit drinks
and soft drinks. The soft can be further divided into carbonated and non-
carbonated drink. Mango drink come under the non-carbonated category
and carbonated drinks comprises of different cola lemon and orange
flavor.

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

14
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

15
2. COMPANY PROFILE

The Coca-cola company started out as an insignificant one-man


business and over the last one hundred and ten years it has grown into
one of the largest companies in the world. The first operator of the
company was [Link] Pemberton and the current operator is Roberto
Goizueta. Without societies help, Coca-cola could not have become over
a $50 billion business. Its corporate headquarters are in Atlanta, with
Global operation in over 200 countries around the world.

The Coca-cola company is the world’s leading manufacturer, market


and distributor of non-alcoholic beverage concentrates and syrups, used
to produce nearly 400-beverage branch.

The Coca-cola company touches the lives of millions of people each


and everyday. From special occasions to exceptional moments in
everyday life, Coca-cola is there. The brand has become a special part of

16
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

The Coca-Cola company traces it’s beginning to 1886, when Atlanta,


Georgia pharmacist, [Link] Pemberton began to produce Coca-cola
syrup for sale in the fountain drink. In the history of large scale bottling
did not begin until 1899 when Joseph B. White head and Benjamin F.
Thomas, secured the exclusive rights to bottle and sell Coca-cola for
most of the United States from the Coca-cola company.

The Coca-cola bottling system continued to operate as an independent


local business until late 1970’s and early 1980’s when for economic and
other reasons, bottling franchise ownership began to consolidate. In the
Coca-cola company recognized the opportunity to significantly this
consolidation by merging some of this company’s owned operations with
two large ownership groups that were for sale.

17
2.1.1 Business :

Coca-cola enterprise is in the business of marketing, production and


distribution of liquid non-alcoholic requirements of customers and the
consumers in their franchise terms. Coca-cola enterprise is the largest
bottler of the products of the Coca-cola company. Its operations
extended in over 22 countries worldwide. The Coca-cola enterprise and
the Coca-cola company are in the business partnership. The company
develops the product, while as a bottler the Coca-cola enterprise
combines the product concentrates with other ingredients and packages
in bottles, cans and fountain containers.

2.2 MANAGEMENT PHILOSOPHY

2.2.1 Corporate Area:

The major concept of marketing philosophy is to remain in the beverage


industry and not to diversify into other areas. In fact, the beverage
industry requires little capital and produces maximum results. The
returns from the foreign market are tapped to the most management, as
a whole believes in expanding in to market.

2.2.2 Financial Area :

The corporate objectives are to increase the shareowner’s value. The


management believes that in increasing the shareholder’s value it

18
requires consistent growth in the financial results complemented by
effective use of cash flow.

2.2.3 Marketing Area :

The management in Coca-cola committed to superior marketing place


execution. This is achieved by decentralized operating structure that
places the responsibilities, authority and the accountability as close to
the customer and consumer as possible.

2.3 COCA-COLA INDIA :

Coca-cola returned to India after 16 years in 1993. The brand promotion


was between 1994-96. The bottling acquisition occurred between 1997-
99. Its quest for profitability started from 2000 onwards. In India Coke
has its concentrate plants at Pune producing 10 brands. Its company
owned bottling operations is at 6 operating regions, 29 operating areas
with 26 plants 10 green fields and 3000 associates. It enjoys a turn over
of Rs.3000crores in India.

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.

19
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.

Coca-cola India’s objective is to create more seasons and reasons for


enjoying a Coke. That is why the 200ml “Mini” Coke bottle as a brand has
a 21% market share.

Coca-cola India accounted for 135million unit cases. While Pepsi


company accounted for 79million unit cases.

In 2003 Coca-cola claims a market share of 58% of the total soft


drinks market. Of this, Coca-cola and Thumsup accounted for 42% with
16% accounted by other drinks such as Limca, Maaza, Sprite and Fanta.
Pepsi company market share is 42% respectively.
2.4 The Brand :

The Coca-cola consistently ranks first in the world’s most valuable


brands. The brand value is about $39billion. This is the greatest heritage
of the company. As far as the branch management is concerned, we find
that Coca-cola ranks itself as third globally.

2.5 Vision :

Provide exceptional strategic leadership in the Coca-cola India system


resulting in consumer and customer preferences and loyalty, through
Coca-cola’s commitment to them and in a highly profitable Coca-cola
corporate branded beverages system.

20
2.6 Mission :

We exist to create value for our share owners on a long-term basis by


building a business that enhances the Coca-cola company’s trademarks.
This is our ultimate commitment.

As the world’s largest beverage company, we refresh the world. We do


so by developing superior soft drinks, both carbonated and non-
carbonated and profitable non-alcoholic beverage systems that create
value for our company, our bottling partners and our customers.

 In creating value, we succeed based on our ability to perform as


worthy stewards of several key assets :

 Coca-cola, the world’s most powerful trade marks and other highly
valuable trade marks.

 The world’s most effective and persuasive distribution system.

 Satisfied customers, who make a good profit selling our products.

 Our people, who are ultimately responsible for building this


enterprise.

 Our strong global leadership in the beverage industry in particular


and in the business world general.

 Indian society in the form of a contribution to economic and social


development.

21
22
CONSUMER BEHAVIOUR
IN THE
MARKETING CONTEXT

3.1 MODEL OF CONSUMER BEHAVIOUR

A consumer’s decision to purchase a particular product or service is


the result of complex interplay of a number of variables. The starting
point of the decision process is provided by the companies marketing
stimuli in the shape of product, promotion, price and promotion strategy.

These favorable attitude towards the brand name originally a neutral


stimuli, may be the results of related satisfaction with other products
produced by the same company at the time of receiving the marketing
stimuli, the consumer already has a certain mental emotional and
psychological frame of mind developed over years for his cultural,
religious, social, family and psychological background.

23
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.

3.2 A MODEL OF CONSUMER BEHAVIOUR

Marketing Other
Stimuli Stimuli Consumer
Decisions

Product
Choice
Brand
Dealer
Choice
Purchasing
Timing
Amount

24
Product Economic

Price Technological

Place Political Consumer Consumer


Characteristics Decision
Promotion Cultural Process

Cultural Problem
Recognition
Social Information
Search
Personal Evaluation
Decision
Psychological Post
Purchase
Behavior

Diagram : Model of consumer behaviour

Source : Leon [Link], Leslie Lazar Kanuk-“Consumer behavior”

3.3 MODEL OF FACTORS INFLUENCING


CONSUMER BEHAVIOUR

25
Cultural
Factors

Culture Social
Factors

Reference Personal
Groups Factors
Sub Culture

Age & Life Psychologica


Family Cycle l Factors
Occupation
Economic
Social Class Circumstance
Roles & s Motivation
Status Lifestyle Perception
Personality & Learning Buyers
Self Concept Beliefs &
Attitudes

Diagram : Model of consumer behaviour

Source : Leon [Link], Leslie Lazar Kanuk-“Consumer behavior”

3.4 CULTURAL FACTORS

26
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

3.4.2 Social Class : Social classes are relatively homogenous and


enduring divisions and enduring divisions in a society which are
hierarchally ordered and whose members shares similar values, interests
and behavior and social classes includes upper class, middle class and
lower class.

3.5 SOCIAL FACTORS

3.5.1 Reference Groups: A person’s reference group consists of


all the groups that have a direct (face to face) or indirect influence on
the person’s attitude or behavior. This is the group to which the person
belongs and interacts.

3.5.2 Primary Group:

a) Family
b) Friends
c) Neighbors and Co-workers
d) Status
e) Conformity
f) Opinion readers
g) Diffusion and Innovation

27
3.6 PERSONAL FACTORS :

A consumer decision also influenced by personal characteristics


notably the buyers age & life cycle stage, occupation, economic
circumstances, life style, personality and self concept.

3.7 PSYCHOLOGICAL FACTORS

3.7.1 Motivation : A person has many needs at any given time.


Some needs are biogenic. They arise from psychological states of tension
such as hunger, thirst and discomfort.

3.7.2 Perception : Perception is defined as the process by which an


individual selects, organizes, interprets information, inputs to create a
meaningful picture of the world.

3.7.3 Learning : When people act, they learn. Learning describes


changes in an individual behavior rising from experience, process of
applying results of past experience to evaluate a new situation or modify
future.

3.7.4 Beliefs and Attitudes : Doing and learning, people acquire


beliefs and attitudes. These in term influence consumer behavior. Belief
is a descriptive thought that a person hold about something. An attitude
describes a person enduring favorable or unfavorable evaluations,
emotional feelings.

28
ANALYSIS
AND
INTERPRETATION

29
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.

30
Graph : 4.1 Preferences of soft drinks based on age groups.

31
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.

32
Graph : 4.2 Preference of soft drinks based on occupation.

33
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

On the whole majority ( 97.7%) of the respondents consume a soft drink.

34
Graph : 4.3 Number of consumers who consume a soft drink.

35
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.

36
Graph : 4.4 With whom one would like to have a soft drink.

37
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.

38
Graph : 4.5 Choice of consuming a soft drink.

39
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.

40
4.6 Timings of consuming a soft drink.

41
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.

42
Graph : 4.7 Frequency of consuming a soft drink.

43
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.

44
Graph : 4.8 Number of times in a day consumers consume a soft
drink.

45
Table : 4.9 Choice of venue for having a soft drink.

Place of Male Female


Buying Numbers Percentag Numbers Percentag Total
e e
General 46 25 28 23.93 74
stores
Ice Cream 9 4.9 15 12.82 24
Parlor
Super 4 2.2 10 8.5 14
Markets
Hotels 20 10.92 8 6.84 28
Bakeries 89 48.63 43 36.75 132
Fast Food 10 5.46 5 4.27 15
Centers
Others 3 1.64 4 3.41 7
Not 2 1.09 4 3.41 6
Preferred

Source : survey

The findings suggest that most of the respondents prefer to have a drink
in bakeries.

46
Graph : 4.9 Choice of venue for having a soft drink.

47
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.

48
Graph : 4.10 Availability of soft drinks in a locality.

49
Table 4.11 Preference of package convenience of a soft drink.

Package Male Female


Numbers Percentag Numbers Percentag Total
e e
200 ml 106 47.92 91 77.78 197
300 ml 31 16.94 6 5.13 37
500 ml 8 4.37 3 2.56 11
1 ltr 3 1.64 3 2.56 6
1.5 ltr 18 9.84 6 5.13 24
Cans 6 3.28 2 1.71 8
Tetra 0 0 1 0.85 1
2 ltrs 9 4.92 1 0.85 10
Not 2 1.09 4 3.42 6
Preferred

Source : survey

A majority of male and female respondents prefer to have 200 ml


package when compared to other packages.

50
Graph 4.11 Preference of package convenience of a soft drink.

51
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.

52
Graph 4.12 Response of consumers whether they stick to one
brand or not.

53
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

The findings suggest that an advertisement does not influence


consumers to shift between various of a soft drink.

54
Graph : 4.13 Does an advertisement make to shift from various
brands.

55
Table : 4.14 Various advertising sources of awareness.

Source Male Female


Numbers Percentage Numbers Percentage Total
Television 127 69.39 58 49.6 185
Magazine 4 2.18 3 2.6 7
News Papers 9 4.91 8 6.83 17
Cutouts 7 3.82 4 3.4 11
Truck Boards 15 8.19 11 9.4 26
Paintings 12 6.56 15 12.8 27
All 7 3.82 14 12 21
Not Preferred 2 1.09 4 3.4 6

Source : survey

The findings suggest that most of the respondents come to know about
the advertisement through television.

56
Graph : 4.14 Various advertising sources of awareness.

57
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.

58
Graph : 4.15 Which brand advertisement influence the
consumers.

59
Table : 4.16 Brand image in the minds of the consumers.

Brand Male Female


Numbers Percentag Numbers Percentag Total
e e
Kinley 130 71.04 63 53.85 193
Aqua Fina 12 6.56 8 6.84 20
Bisleri 36 19.67 40 34.19 76
Not 2 1.09 4 3.42 6
Preferred

Source : survey

The findings suggest that most of the respondents prefer to drink Coca-
cola soft drinks when compared to other brands.

60
Table : 4.16 Brand image in the minds of the consumer.

61
CONCLUSIONS
AND
SUGGESTIONS

62
5.1 CONCLUSIONS

1. Majority of the respondents who are in age of 15 to 24 consume


more soft drinks when compared to others.

2. Students consume more soft drinks when compared to other


groups.

3. 90% of the consumers are consuming a soft drink.

4. Majority of the consumers prefer to have the drink regularly.

5. Most of the respondents refer to have a chilled drink.

6. Most of the consumers prefer to have a drink in bakeries.

7. Most of the respondents feel that the present availability of soft


drinks is sufficient.

63
8. Most of the consumers prefer to have 200ml package when
compared to other packages.

9. Most of the consumers stick to one brand.

10. Most of the respondents came to know about the advertisement

through television only.

5.2 SUGGESTIONS

 The period during summer especially between the months of March


to June where the demand is at peak, it has to be ensured that the
supply of the soft drinks is adequate.

 An additional campaigning is suggested in order to top the market


in rural sector.

 Innovative packaging can give a company an advantage over


competitors.

 Price should be decreased to have an impact on consumption


factors.

64
ANNEXURE

65
QUESTIONNAIRE

Dear Sir/ Madam,


I am doing a brief survey to find out the consumer behavior
towards soft drinks. It would be grateful if you could spare a few minutes
to participate in it.

Name :

Age :

Sex :

Occupation :

66
Contact No. :

1) Do you consume soft drinks?

a) Yes b) No

2) With whom do you drink most?

a) Friends b) Family c) Others specify

3) When do you normally consume?

a) With snacks b) With food c) Generally


4) How often do you drink?

a) Regularly b) Seasonally c) Occasionally

5) How many times in a day?

a) Once b) Twice c) Thrice d) Many times

6) Where do you usually buy a soft drink?

a) General stores b) Ice cream parlor


c) Super market d) Hotels

7) What do you think of the availability of the soft drinks in your area?

a) Sufficient b) Insufficient

67
8) Which package do you prefer?

a) 200ml b) 300ml c) 500ml d) 1tr


e) 1.5ltr f) 2ltrs g) Cans h) Tetra

9) Do you stick to one brand?

a) Yes b) No

10) How many soft drinks have you tasted?

a) Thumsup b) Coca-cola c) Pepsi d) Fanta


e) Mirinda f) Limca g) Sprite h) 7up
i) Maaza j) Slice
11) Will an advertisement make you to shift from one brand to
another?

a) Yes b) No

12) Which media of advertisement would you say is more effective?

a) Television b) Magazines c) News paper


d) Hoardings e) Truck boards f) All

13) Which brand advertisement is most effective?

a. a) Coca-cola b) Pepsi c) Thumsup

14) Any Suggestions?

68
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BIBLIOGRAPHY

References

Leon [Link] & Leslie Lazar Kanuk- Consumer Behavior

Satish K Batra & S H H Kazmi- Consumer Behaviour- 2 nd Edition

Principles of Marketing- Phillip Kotler

Marketing Research-David [Link] & Albert [Link] Bitta

Websites

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[Link]

70

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