Consumer Buying behaviour

Towards Pepsi And Coca-Cola

By
Akshay Dhaka 18048
Ashley Raji 18051
Ashutosh Gupta 18052
Harshad Gohel 18063
 Introduction to CBB
• Consumer behaviour is the study of individuals, groups, or
organizations and all the activities associated with the purchase, use
and disposal of goods and services, including the consumer's
emotional, mental and behavioural responses that precede or follow
these activities.
• Consumer buying behaviour is the result of the attitudes,
preferences, intentions and decisions made by the consumer s in a
market place before buying a product.
• The study of consumer buying behaviour is an interdisciplinary
subject area drawing widely from sociology, psychology, anthropology
etc.
 Pepsi V/s Coke
• Pepsi was founded in New York in 1965. It is Producing Non-alcoholic
beverage and Food processing item . Pepsi is a carbonated beverage
that is produced and manufactured by PepsiCo.
• Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-
Cola Company. Originally intended as a patent medicine, it was
invented in the late 19th century by John Pemberton and was bought
out by businessman Griggs Candler, whose marketing tactics led
Coca-Cola to its dominance of the world soft-drink market throughout
the 20th century.
 Objective
• Primary objective
• To know the “Impact of Marketing Strategies of Pepsi and coco-cola
on consumer buying behaviour”
• Secondary objective
• To understand the perception of customers towards price, service,
quality and availability of products offered by Pepsi and coco-cola
• To study the market position of Pepsi and coco-cola among the
competitors.
 Literature Review
• A study of consumer purchase behaviour in organized retail outlets
By B.V.Sangvikar Department of Management Sciences (PUMBA)
University of Pune, India
Hemant J. Katole Department of Management Sciences (PUMBA)
University of Pune, India
• The Impact of Branding on Consumer Buying Behaviour By Fatima
Sarwar, Muzamil Aftab, Muhammad Tahseen Iqbal . Department of
Management Sciences, The Islamia University Bahawalpur, Punjab,
Pakistan.
• Consumer Preference Coca Cola versus Pepsi-Cola By Abdul Munam
Jamil Paracha, Muhammad Waqas, Ali Raza Khan & Sohaib Ahmad
University of Lahore, Pakistan
• Customer Satisfaction towards Pepsi and Coca-Cola: An Exploratory
Study of JindCity (Haryana)
• Market research on cocacola vs pepsi by Dushyant singh Punjab
university
• OPERATION STRATEGIES FOR COCA-COLA VS PEPSI COMPANIES TO
ATTRACT THEIR CUSTOMERS By by Seyyedeh Mehrsa Hashemi (Malaysia),
Yasaman Darabi Darabkhani (Candidate of MBA, Management and Science
University, Faculty of Management, Malaysia) and Behrooz Ahanijan
(Candidate of MBA, Management and Science University, Faculty of
Management, Malaysia)

• Coke vs. Pepsi : Brand compatibility , relationship Power and life

satisfaction
 Research Design
• For this research descriptive research has been used to get the
answers of what, When, which, why and how.
• Primary sources are original source from where the researcher
directly collects data that have not been previously collected
• Primary data would be collected with the help of structured
questionnaire, which includes open ended and structured questions
administered
• Instruments :- Questionnaire , Expert guidance , Reference projects
• The unit of the study will be the people living in ANAND City who buy
products from Pepsi and Coca-Cola, as the objective is to find the
impact of marketing strategies of Pepsi and Coca-Cola on consumers.
• The sample was selected through convenient sampling of non-
probabilistic sampling by surveying the respondents.
• The data collected through primary data collection method will be
analyzed and tabulated manually through tabulation process.
• Tabulation will be followed by the interpretation of the data through
charts and graphical representations.
 Schedule
Description Days

Research Problem 10

Research Requirement 10

Information about the Study 6

Developing Hypothesis 12

Identify Budget 4

Collecting Data 16

Analyzing the data and finding 30

Questionnaire