A STUDY ON CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS

Project Report submitted in partial fulfillment of the requirements for the award of
Degree of Master of Business Administration of
Bharathiar University, Coimbatore

By
T.M.SANTHOSH
(Register No: 1235F0694)

Under the Guidance and Supervision of

Prof.K.R.SENTHILVELKUMAR B.E., MBA

Jansons School of Business

Approved by AICTE & Affiliated to Bharathiar University
KARUMATHAMPATTI, COIMBATORE-641 659

SEPTEMBER 2013

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BONAFIDE CERTIFICATE

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 JANSONS SCHOOL OF BUSINESS
Approved by AICTE & Affiliated to Bharathiar University
An ISO 9001-2008 certified and NBA-AICTE accredited institution
Karumathampatti, Coimbatore-641659.
Ph. 0421-2336161 Fax: 0421-2334742 E-Mail: info@jsb.ac.in

BONAFIDE CERTIFICATE

This is to certify that the Project Report entitled “A STUDY ON CONSUMERS’

PREFERNECES TOWARDS SOFT DRINK PRODUCTS” submitted to the Bharathiar
University in partial fulfillment of the requirement for the award of the Degree of Master of
Business Administration is a record of original and independent research work done by
T.M.SANTHOSH during the period of study from MAY 2013 to JULY 2013 under my
supervision and guidance and the thesis has not formed the basis for the award of any
Degree/Diploma/Associate ship/Fellowship or other similar title of any candidate of any
University.

FACULTY GUIDE CEO

Viva-voce held on __________________________________

INTERNAL EXAMINER EXTERNAL EXAMINER

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COMPANY CERTIFICATE

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5
DECLARATION

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 DECLARATION

I, T.M.SANTHOSH hereby declare that the Project Report entitled “A STUDY ON

CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS” submitted to the
Bharathiar University, in partial fulfillment of the requirements for the award of the Degree of
Master of Administration is a record of original and independent research work done by me
during the period of study from 23-05-2013 to 05-07-2013 under the Supervision and Guidance
of Prof.K.R.SENTHILVELKUMAR and it has not been formed the basis for the award of any
Degree/ Diploma/ Associate ship/ Fellowship or other similar title of any candidate of any
University.

Date: Signature of the Student

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ACKNOWLEDGEMENT

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 ACKNOWLEDGEMENT

I extend my hearty thanks to Mrs. LAKSHMI, Human Resource management of COCA

COLA, Chennai for granting me permission to do the project work in their esteemed concern.

I would be deeply obliged to thank Mr. SAJAN S.MATHEWS, Marketing Department, for
providing me an opportunity to do the project in Coca Cola, Chennai.

I would be grateful to express my sincere thanks to Prof. S.MOHAN, CEO of JANSONS

SCHOOL OF BUSINESS, COIMBATORE for providing me an opportunity to do the project.

I would be grateful to express my sincere thanks to Prof. K. R. SENTHILVELKUMAR for his

support and guidance to complete the project.

I would be obliged to thank Prof. R.PALANISWAMY for his all support and guidance in data
analysis and drawing inferences.

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 TABLE OF CONTENTS

CHAPTER NO PARTICULARS PAGE NO

EXECUTIVE SUMMARY 01
1.0 INTRODUCTION
1.1 INDUSTRY PROFILE 03
1.2 COMPANY PROFILE 13
1.3 PRODUCT PROFILE 14
1.4 PROJECT PROFILE 21
1.5 RESEARCH OBJECTIVES 21
2.0 LITERATURE REVIEW
2.1 CONCEPTUAL DEFINITIONS 23

2.2 LITERATURE REVIEW 26

3.0 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN 30

3.2. SAMPLING DESIGN 31

3.3 DATA COLLECTION DESIGN 31

3.4 ANALYSIS DESIGN 32

3.5 LIMITATIONS 33

4.0 ANALYSIS AND INTERPRETATION 35

5.0 FINDINGS, CONCLUSIONS AND SUGGESTIONS
5.1 FINDINGS 96
5.2 CONCLUSIONS 97
5.3 SUGGESTIONS 97

BIBLIOGRAPHY 99

APPENDICIES

QUESTIONNARIE 101

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 LIST OF TABLES

TABLE NO TITLE PAGE NO

4.1 REASON FOR SHOPPING 36
4.2 NATURE OF PURCHASE 37
4.3 USE OF SOFT DRINKS 38
4.4 CONSUMPTION OF SOFT DRINKS 39
4.5 INFLUENCE ON PURCHASE 40
4.6 BRAND PREFERENCE 41
4.6.1 BRAND PREFERENCE- COLA DRINKS 41
4.6.2 BRAND PREFERENCE- MANGO DRINKS 42
4.7 PERCEPTION OF TASTE 43
4.7.1 PERCEPTION OF TASTE- COCA COLA 43
4.7.2 PERCEPTION OF TASTE- FANTA 44
4.7.3 PERCEPTION OF TASTE- SPRITE 45
4.7.4 PERCEPTION OF TASTE- THUMSUP 46
4.7.5 PERCEPTION OF TASTE- LIMCA 47
4.7.6 PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE 48
4.7.7 PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT 49
4.7.8 PERCEPTION OF TASTE- MAAZA 50
4.7.9 PERCEPTION ON TASTE OF COCO COLA PRODUCTS- A 51
COMPARISON
4.8 BUYING PATTERN 52
4.9 QUANTITY PURCHASED 53
4.10 PLACE OF PURCHASE 54
4.11 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS 55
4.11.1 COCA COLA 55
4.11.2 FANTA 57
4.11.3 SPRITE 59
4.11.4 THUMSUP 61
4.11.5 LIMCA 63

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4.11.6 MINUTE MAID PULPY ORANGE 65
4.11.7 MINUTE MAID MIXED FRUIT 67
4.11.8 MAAZA 69
4.12 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS 72
4.12.1 COCA COLA 72
4.12.2 FANTA 73
4.12.3 SPRITE 74
4.12.4 THUMSUP 75
4.12.5 LIMCA 76
4.12.6 MINUTE MAID PULPY ORANGE 77
4.12.7 MINUTE MAID MIXED FRUIT 78
4.12.8 MAAZA 79
4.12.9 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A 80
COMPARISON
4.13 OPINION ON COCA COLA’S MASS MEDIA ADVERTISEMENT 81
4.14 THE M OST ATTRACTIVE COLA DRIN KS ADVERTISEMENT 82
4.15 THE MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT 83
4.16 I NFLUENCE OF ADVERTISEMENT IN THE PURCHASE OF COCA 84
COLA PRODUCTS
4.17 CELEBRITIES ENDORSEMENT LIKED MOST 85
4.17.1 AMIRKHAN 85
4.17.2 VIJAY 86
4.17.3 KATRINA KAIF 87
4.17.4 SALMAN KHAN 88
4.17.5 KAREENA KAPOOR 89
4.17.6 CELEBRITIES ENDORSEMENT LIKED MOST- A COMPARSION 90
4.18 CLASSIFICATION OF RESPONDENTS BASED ON GENDER 91
4.19 CLASSIFICATION OF RESPONDENTS BASED ON AGE 92
4.20 CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION 93
4.21 CLASSIFICATION OF RESPONDENTS BASED ON INCOME 94

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 LIST OF CHARTS

CHART TITLE PAGE NO

NO
4.1 RRASON FOR SHOPPING 36
4.2 NATURE OF PURCHASE 37
4.3 USE OF SOFT DRINKS 38
4.4 CONSUMPTION OF SOFT DRINKS 39
4.5 INFLUENCE ON PURCHASE 40
4.6.1 BRAND PREFERNCES- COLA DRINKS 41
4.6.2 BRAND PREFERNCES- MANGO DRINKS 42
4.7.1 PERCEPTION OF TASTE- COCA COLA 43
4.7.2 PERCEPTION OF TASTE- FANTA 44
4.7.3 PERCEPTION OF TASTE- SPRITE 45
4.7.4 PERCEPTION OF TASTE- THUMSUP 46
4.7.5 PERCEPTION OF TASTE- LIMCA 47
4.7.6 PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE 48
4.7.7 PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT 49
4.7.8 PERCEPTION OF TASTE- MAAZA 50
4.7.9 PERCEPTION ON TASTE OF COCA COLA BRANDS- A COMPARISON 51
4.8 BUYING PATTERN 52
4.9 QUANTITY PURCHASED 53
4.10 PLACE OF PURCHASE 54
4.11.1 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS- 56
COCA COLA
4.11.2 FANTA 58
4.11.3 SPRITE 60
4.11.4 THUMS UP 62
4.11.5 LIMCA 64
4.11.6 MINUTE MAID PULPY ORANGE 66

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4.11.7 MINUTE MAID MIXED FRUIT 68
4.11.8 MAAZA 70
4.11.9 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS- A 71
COMPARISON
4.12.1 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- COCA 72
COLA
4.12.2 FANTA 73
4.12.3 SPRITE 74
4.12.4 THUMSUP 75
4.12.5 LIMCA 76
4.12.6 MINUTE MAID PULPY ORANGE 77
4.12.7 MINUTE MAID MIXED FRUIT 78
4.12.8 MAAZA 79
4.12.9 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A 80
COMPARISON
4.13 OPINION ON COCA COLA’S MASS MEDIA ADVERTISEMENT 81
4.14 MOST ATTRACTIVE COLA DRINKS ADVERTISEMENT 82
4.15 MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT 83
4.16 INFLUENCE OF ADVERTISEMENT 84
4.17.1 CELEBRITIES ENDORSEMENT LIKED MOST- AMIR KHAN 85
4.17.2 VIJAY 86
4.17.3 KATRINA KAIF 87
4.17.4 SALMAN KHAN 88
4.17.5 KAREENA KAPOOR 89
4.17.6 CELEBRITIES ENDORSEMENT LIKED MOST- A COMPARISON 90
4.18 CLASSIFICATION OF RESPONDENTS BASED ON GENDER 91
4.19 CLASSIFICATION OF RESPONDENTS BASED ON AGE 92
4.20 CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION 93
4.21 CLASSIFICATION OF RESPONDENTS BASED ON INCOME 94

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Executive Summary:

Joseph Priestley invented carbonated water in the year 1767 in England. Soft drink has
become world’s leading beverage sector and is expected to lead the market value of $5.9 billion
by the end of 2015. Global consumption of soft drinks is rising by 7% a year, well ahead of all
other beverage categories. Coca Cola has come a long way since its beginning; from selling nine
bottles a day to currently 800 million, as well as becoming one of the worlds’s most recognized
brands. It is head quartered in Atlanta. Coca Cola owns over 400 brands that appeal to many
different people all throughout the world. The specific objectives of the project were to
determine the factors influencing consumers’ choice of soft drinks products and as well as brands
and to identify the customers’ buying pattern related to Coca Cola products. The research design
used in this project was Descriptive research and the research method used was survey method.
A survey was conducted and feedback collected from 150 respondents. The data was analyzed
with the help of statistical package SPSS. The findings revealed that the majority of the
respondents are making their purchase on a monthly basis. The majority of the respondents are
doing planned purchase. They buy soft drinks for family use. The majority of the respondents are
purchasing cola drinks and mango drinks. They buy soft drinks mainly for taste. The majority of
the respondents preferred Coca cola in the Cola drinks category and Slice in the Mango drink
category. Their purchasing occasions were during offer period. In offer period they purchase 5-
10litres. The majority of the respondents purchase soft drinks in super markets. The majority of
the respondents prefer Coca Cola for taste, Fanta for advertisement, Sprite for brand name,
Thums Up and Limca for advertisement, Minute maid pulpy orange because of influence of
circle of friends, Minute maid mixed fruit for price and Maaza for taste. Most of the respondents
are satisfied with the price of all Coca Cola products. They stated that Coca Cola advertisement
were good but also that they are not as attractive as that of competitors. Most of the respondents
are attracted by Coca Cola advertisement in Cola drinks category and Maaza in Fruit drinks
category. Most of the respondents liked AamirKhan as celebrity for endorsing Coca Cola
products. Majority of the respondents are Male, belonging to age group of 31-40 years, majority
are doing business and belonging to income category of Rs.15001-30000. Company must
concentrate on creating awareness for Limca, Sprite and Minute maid which are not preferred by
consumers as they prefer only familiar brands such as Coca Cola and Maaza.

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INTRODUCTION

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1.1 Industry Profile:

A soft drink (also called soda, pop, coke, soda pop, fizzy drink, tonic, seltzer, mineral,
sparkling water, lolly water or carbonated beverage) is a beverage that typically contains water
(often, but not always carbonated water), usually a sweetener and usually a flavoring agent. The
sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar substitutes (in the case of
diet drinks) or some combination of these. Soft drinks may also contain caffeine, colorings,
preservatives and other ingredients.

Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts
of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the
total volume if the drink is to be considered non-alcoholic. Fruit juice, tea, and other such non-
alcoholic beverages are technically soft drinks by this definition but are not generally referred to
as such.

Soft drinks may be served chilled or at room temperature, and some, such as Dr. Pepper, can
be served warm. The first marketed soft drinks in the Western world appeared in the 17th
century. They were made of water and lemon juice sweetened with honey. In 1676,
the Compagnie des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft
drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to
thirsty Parisians.

Carbonated drinks:

In the late 18th century, scientists made important progress in replicating naturally
carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of
infusing water with carbon dioxide to make carbonated water when he suspended a bowl of
distilled water above a beer vat at a local brewery in Leeds, England. His invention of carbonated
water (also known as soda water) is the major and defining component of most soft drinks.

Priestley found that water treated in this manner had a pleasant taste, and he offered it to friends
as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with
Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now called)

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onto chalk to produce carbon dioxide gas, and encouraging the gas to dissolve into an agitated
bowl of water.

Another Englishman, John Mervin Nooth, improved Priestley's design and sold his apparatus for
commercial use in pharmacies. Swedish chemist Torbern Bergman invented a generating
apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's
apparatus allowed imitation mineral water to be produced in large amounts. Swedish chemist Jon
Jacob Berzelius started to add flavors (spices, juices, and wine) to carbonated water in the late
eighteenth century.

Soda fountains vs. bottled sodas:

In 19th century America, the drinking of either natural or artificial mineral water was
considered a healthy practice. The American pharmacists selling mineral waters began to add
herbs and chemicals to unflavored mineral water. They used birch bark (see birch
beer), dandelion, sarsaparilla, fruit extracts, and other substances. Flavorings were also added to
improve the taste. Pharmacies with soda fountains became a popular part of American culture.
Many Americans frequented the soda fountain on a daily basis. Due to problems in the U.S. glass
industry, bottled drinks were a small portion of the market in the 19th century. (However, they
were known in England. In The Tenant of Wild fell Hall, published in 1848, the caddish
Huntingdon, recovering from months of debauchery, wakes at noon and gulps a bottle of soda-
water.) In America, most soft drinks were dispensed and consumed at a soda fountain, usually in
a drugstore or ice cream parlor. In the early 20th century, sales of bottled soda increased
exponentially. In the second half of the 20th century, canned soft drinks became an important
share of the market.

Soft drink bottling industry:

Over 1,500 U.S. patents were filed for a cork, cap, or lid for the carbonated drink bottle
tops during the early days of the bottling industry. Carbonated drink bottles are under great
pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide or
bubbles from escaping. In 1892, the "Crown Cork Bottle Seal” was patented by William Painter,
a Baltimore, Maryland machine shop operator. It was the first very successful method of keeping
the bubbles in the bottle.
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Automatic production of glass bottles:

In 1899, the first patent was issued for a glass-blowing machine for the automatic
production of glass bottles. Earlier glass bottles had all been hand-blown. Four years later, the
new bottle-blowing machine was in operation. It was first operated by the inventor, Michael
Owens, an employee of Libby Glass Company. Within a few years, glass bottle production
increased from 1,400 bottles a day to about 58,000 bottles a day.

Soft drink production:

Soft drinks are made by mixing dry ingredients and/or fresh ingredients (for example,
lemons, oranges, etc.) with water. Production of soft drinks can be done at factories or at home.

Soft drinks can be made at home by mixing either a syrup or dry ingredients with carbonated
water. Carbonated water is made using a soda siphon or a home carbonation system or by
dropping dry ice into water. Syrups are commercially sold by companies such as Soda-Club; dry
ingredients are often sold in pouches, in the style of the popular U.S. drink mix Kool-Aid.

Ingredient quality:

Of most importance is that the ingredient meets the agreed specification on all major
parameters. This is not only the functional parameter (in other words, the level of the major
constituent), but the level of impurities, the microbiological status, and physical parameters such
as color, particle size, etc.

Soft drinks Industry in India:

Soft Drinks in India industry profile provide top-line qualitative and quantitative
summary information including: market size. The profile also contains descriptions of the
leading players including key financial metrics and analysis of competitive pressures within the
market. Essential resource for top-line data and analysis covering the India soft drinks market.

The soft drinks market consists of retail sale of bottled water, carbonates, concentrates,
functional drinks, juices, RTD tea and coffee, and smoothies. However, the total market volume
for soft drinks market excludes the concentrates category. The market is valued according to
retail selling price (RSP) and includes any applicable taxes. Any currency conversions used in
the creation of this report have been calculated using constant 2012 annual average exchange

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rates. The Indian soft drinks market generated total revenues of $3.8 billion in 2012, representing
a compound annual growth rate (CAGR) of 11% for the period spanning 2009-2012.

Producers:

North America:

 The Coca-Cola Company

 Dr. Pepper Snapple Group
 PepsiCo

South America:

 Ajegroup: (Peruvian origin, operates in 14 countries, now headquartered in Mexico),

producers of Big Cola, Cielo (mineral water), Cifrut (fruit juice), Free Tea, Free World Light
(referred to locally as Free Light), Kola Real, Oro, Pulp (nectar), Sporade (sports drink)
and Volt (energy drink)
 AmBev: (Brazil, operates in 14 countries, owned by Anheuser-Busch InBev), the largest
bottler of Pepsi Cola products outside the United States, also produces Guarana Antarctica,
Soda Limonada, Sukita, H2OH! and Guara!
 Corporación José R. Lindley S.A: (Peru), producers of Aquarius (flavored
water), Burn (energy drink), Coca-Cola, Crush, Fanta, Frugos (nectar), Inca Kola, Kola
Inglesa, Powerade (energy drink), San Luis (mineral water) and Sprite
 Embotelladora Don Jorge S.A.C: (Peru), producers of Agua Vida (mineral water), Click
(fruit drink), Isaac Kola and Perú Cola
 Embotelladora Latinoamericana S.A. (ELSA): (Colombia), producers
of Cyro, Liv (mineral water), RC Cola and Ship
 Pepsico Inc Sucursal Del Peru: (Peru), producers of Pepsi Cola, Seven Up, Triple
Kola, Concordia, San Carlos (mineral water), Evervess, Gatorade (sports drink)
and Adrenalina Rush (energy drink)

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Europe:

 Perrier
 Jupiler

Africa:

 Hamoud Boualem founded in 1878 in Algiers, exports its products to Europe and Canada.
 Ifri. another Algerian company based in Bejaia.

India:

 Appy Fizz by Parle

 Agua Blue (Natural Mineral Water By LR Beverages Pvt Lttd)
 Banta (lemon-flavoured soft drink
 Bovonto (grape soda produced by Kali Mark)
 Campa Cola (popular Indian soda introduced in 1977)
 Cloud 9 (energy drink)
 Frooti (mango-flavoured drink from Parle Agro)
 Frams (Local drink from Pune)
 Gold Spot
 Grappo Fizz
 Ganga (Local drink of Haryana)
 Guptas (8 flavoureds soft drinks introduced in 1947)
 Juicila (Powdered Soft Drink Concentrate available in Orange, Mango, Lemon, Cola,
Masala, Jaljira )
 Limca (lemon-lime soda)
 LMN (lemon drink produced by Parle Agro)
 Kalimark
 Duke's Mangola (mango drink from Dukes bought by PepsiCo)
 Duke's Lemonade

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 Maaza (mango drink from Parle bought by Coca-Cola)
 Rasna (powdered soft drink)
 Real (fruite juice from Dabur)
 Red bull (energy drink)
 Thums Up (Cola drink from parle argo then bought by coca cola)
 777 (soft drink) (Panner,Cola,Orange,Lemon,Clear Lemon Lime,Mango)

Soft drinks time line:

 1798 The term "soda water" first coined.

 1810 First U.S. patent issued for the manufacture of imitation mineral waters.
 1819 The "soda fountain" patented by Samuel Fahnestock.
 1835 The first bottled soda water in the U.S.
 1851 Ginger ale created in Ireland.
 1861 The term "pop" first coined.
 1874 The first ice-cream soda sold.
 1876 Root beer mass produced for public sale.
 1881 The first cola-flavored beverage introduced.
 1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.
 1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.
 1892 William Painter invented the crown bottle cap.
 1898 "Pepsi-Cola" is invented by Caleb Bradham.
 1899 The first patent issued for a glass blowing machine, used to produce glass bottles.
 1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.
 1919 The American Bottlers of Carbonated Beverages formed.
 1920 The U.S. Census reported that more than 5,000 bottlers now exist.
 Early 1920's The first automatic vending machines dispensed sodas into cups.
 1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime
Sodas" later called "7 Up". Invented by Charles Leiper Grigg.

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 1957 The first aluminum cans used.
 1959 The first diet cola sold.
 1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh,
PA. The pull-ring tab was invented by Alcoa.
 1963 The Schlitz Brewing company introduced the "Pop Top" beer can to the nation in
March, invented by Ermal Fraze of Kettering, Ohio.
 1965 Soft drinks in cans dispensed from vending machines.
 1965 The reseal able top invented.
 1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink
Association.
 1970 Plastic bottles are used for soft drinks.
 1973 The PET (Polyethylene Terephthalate) bottle created.
 1974 The stay-on tab invented. Introduced by the Falls City Brewing Company of
Louisville, KY.
 1979 Mello Yello soft drink is introduced by the Coca Cola company as competition
against Mountain Dew.
 1981 The "talking" vending machine invented.

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Beverage Industry:

The beverage industry is a shifting landscape as volume leading categories such as soft
drinks continue to lose volume versus prior year while functioning and health and wellness
oriented categories enjoy strong volume growth. Functional beverages continue to be the hottest
segment in beverage. Market research firm Zenith International estimates global per capita
consumption of functional beverages will increase 25% from 2010 to 2013, roughly from 5.5
liters per person to 6.9 liters. Industry giants Coca Cola (www.coke.com) and Pepsi
(www.pepsico.com) continue to diversify their portfolios, as evidenced with Coke’s acquisitions
involving Glaceau’s vitamin water (www.glaceau.com), Fuze (www.drinkfuze.com) and its
recent investment in Zico coconut water (www.zico.com).

The beverage industry refers to the industry that produces drinks. Beverage production
can vary greatly depending on which beverage is being made. The website
ManufacturingDrinks.com explains that, "bottling facilities differ in the types of bottling
lines they operate and the types of products they can run". Other bits of required information
include the knowledge of if said beverage is canned or bottled, hot-fill or cold-fill, and natural or
conventional. Innovations in the beverage industry, catalyzed by requests for non-alcoholic
beverages, include: beverage plants, beverage processing, and beverage packing.

Beverage Production:

Beverage production can be a complicated process if you are new to the industry.
Bottling facilities differ in the types of bottling lines they operate and the types of products they
can run: cans vs bottles, hot-fills vs cold-fill, natural vs conventional etc. It is critical to
understand the requirements of your beverage brand before you begin the production process.
Demand for non-alcoholic beverages has been the catalyst for innovations in drink production in
recent years, including beverage plants, beverage processing and beverage packing.

No two beverage plants are alike. The beverage process each beverage production facility
specializes in can vary greatly as can the beverage packing equipment available. There are many

24
types of beverage processing equipment, some of the capabilities you may need to consider
given the requirements of your brand include:

 Cold Fill

 Hot Fill

 Carbonation

 Aseptic or tetra pack

 Tunnel Pasteurization

Other key considerations are the contract manufacturing fees charged by the beverage production
company to run your product and the geographic location of the facility. If you wish to distribute
your brand in the Northeast but the only facility that can run your product is located in Southern
California, then you need to account for the freight expense of raw materials as well as finishes
product.

Beverage Industry in India:

The food processing industry in India has a total turnover of around USD 65 billion
which includes value added products of around USD 20.6 billion. The beverage industry in India
constitutes of around USD 230 million among the USD 65 billion food processing industry. The
major sectors in beverage industry in India are tea and coffee which are not only sold heavily in
the domestic market but are also exported to a range of leading overseas markets. Half of the tea
and coffee products are available in unpacked or loose form. Among the hot beverages
manufactured in India, tea is the most dominant beverage that is ruling both the domestic and
international market even today.

The taste factor in tea varies according to the taste of individuals in different countries
and the beverage companies in India manufacture the products in accordance with the taste of the
individuals. For example, the inhabitants in the southern parts of India prefer dust tea whereas
the inhabitants in the western part of India prefer loose tea. The Southern India also prefers
coffee a lot. The production capacity of the total packaged coffee market is 19,600 tones which is

25
approximately a USD 87 million market. The soft drink market such as carbonated beverages
and juices constitutes around USD 1 billion producing 284 million crates per year. In the peak
season, the consumption capacity reaches 25 million creates per month and during off season the
same goes down to 15 million crates in a month. Pepsi and Coca cola are the two leading brands
in the Indian market. The mineral water market in India is a USD 50 million industry and
produces 65 million crates. Around 4.9 million crates is usually consumed each month but it
rises to 5.2 million crates in the peak season.

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1.2 Company Profile:

Coca Cola was founded in the year 1886. In India its headquarters in Haryana. Coca-Cola
Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited
and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign
investments in 1991. In India their CEO was Atul Singh. Since then its operations have grown
rapidly through a model that supports bottling operations, both company owned as well as
locally owned and includes over 7,000 Indian distributors and more than 1.7 million retailers.
Today, our brands are the leading brands in most beverage segments.

Hindustan Coca-Cola Beverages Private Ltd has thirteen authorized bottling partners of
the Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages
under certain specified trademarks of the Coca-Cola Company; and an extensive distribution
system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited
sells concentrate and beverage bases to authorized bottlers who are authorized to use these to
produce our portfolio of beverages. These authorized bottlers independently develop local
markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and
numerous other businesses. In turn, these customers make our beverages available to consumers
across India.

The Coca-Cola system in India directly employs over 25,000 people including those on
contract. As a Company, our products are an integral part of the micro economy particularly in
small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India
is amongst the largest domestic buyers of certain agricultural products. As an industry which has
strong backward and forward linkages, our operations catalysis growth in demand for products
like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. The
Coca-Cola Company has always placed high value on good citizenship. Our basic proposition
entails that our Company's business should refresh the market; enrich the workplace; protect and
preserve the environment; and strengthen the community.

We have used our distribution network for disaster relief, our marketing prowess to raise
awareness on issues such as PET recycling, and our presence in communities to improve access
to education and potable water. Their main competitor is Pepsi Co.

27
1.3 Product Profile:

Coca Cola:

It was launched in the year 1886. It is the flagship brand of the largest manufacturer,
marketer and distributor of nonalcoholic beverages in the world.

Variety:

Cans: 330ml

RGB: 200ml, 300ml,

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

Diet coke:

Diet coke contains plenty of taste but no calories. Diet coke is also known as Coke light
in some countries. It was launched in 1982 in America has become the third largest soft drink.

Variety:

PET: 600ml

Can: 300ml, 330ml

Thums Up:

Originally introduced in 1977. Thums Up was acquired by the Coca Coal company in
1993.

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

28
Sprite:

Since its inception is 1999, Sprite has not only established itself as a brand which
successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban and
straight forward style, but has also achieved status of an undisputed youth 'badge' brand. Today
Sprite is the most preferred and fastest growing soft drink in India and has become the second
largest soft drink in 2009, aiming for the No.1 spot.

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

Fanta:

Fanta entered the Indian market in the year 1993. Perceived as a fun youth brand. Fanta
stands for its vibrant color, tempting taste and tingling bubbles.

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

Limca:

It was launched in 1971; Limca has remained unchallenged as the No.1 Sparkling Drink
in the Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite combined
with the single minded proposition of the brand as the provider of "Freshess".

29
Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

Maaza:

It was introduced in the year 1970. Universally loved for its taste, color, thickness and
wholesome properties. Maaza is the mango lover’s first choice. In India introduced in 1976.

Variety:

RGB: 200ml, 250ml

PET: 600ml, 1.2lt

Pocket pack: 200ml

Minute maid Pulpy Orange:

The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. They branded it Minute Maid, a name connoting
the convenience and the ease of preparation (In a minute). Launched in 2009.

Variety:

PET: 400ml, 1lt, 1.25lt

30
Minute maid Nimbu Fresh:

It was launched first in South of India in January 2010. Minute Maid Nimbu Fresh started
refreshing the whole India by April 2010.

Variety:

PET: 400ml

RGB: 200ml

Tetrapack: 200ml

Burn:

Burn is the Coca cola Company’s most successful energy drink brand. Successful world
over sold in over 80 countries across the world. Launched in North Europe in the year 2000 and
it has expanded to over 80 countries over a short 10 year period.

Variety:

Can: 300ml

Kinley Water:

Kinley water comes with the assurance of safety from The Coca-Cola Company. That is
why we introduced Kinley with reverse osmosis along with the latest technology to ensure purity
of our product. Because we believe that right to pure, safe drinking water is fundamental.

Variety:

PET: 500ml, 1000ml, 2lt, 20lt, 25lt

31
Kinley Soda:

Launched in 2002 Kinley soda today no:1 national soda brand.

Variety:

PET: 500ml

Schweppes:

Schweppes was launched in India in 1999 after the international take over of the brand
from cadbury schweppes.

Variety:

Bitter Lemon: (Glass bottle 250ml)

Tonic Water: (Glass bottle 250ml)

Ginger Ale: (Glass bottle 250ml)

Soda Water: (Glass bottle 250ml)

Georgia Gold:

Introduced in 2004, Georgia Gold range of tea and coffee beverages is the perfect
solution for your office and restaurant needs.

Variety:

Hot beverages:

Coffee, Tea, Hot chocolate. Available in 90-150ml.

Cold beverages:

Lemon Iced tea, Peach Iced tea, Cold coffee. Available in 200-400ml.

32
Bottlers:

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or
produce) syrup concentrate which is then sold to various bottlers throughout the world who hold
a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially exclusive contracts with the
company, produce finished product in cans and bottles from the concentrate in combination with
filtered water and sweeteners.
The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to
retail stores, vending machines, restaurants and food service distributors.
One notable exception to this general relationship between TCCC and bottlers is fountain
syrups in the United States, where TCCC bypasses bottlers and is responsible for the
manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some
fountain retailers.
In 2005, The Coca-Cola Company had equity positions in 51 unconsolidated bottling,
canning and distribution operations which produced approximately 58% of volume. Significant
investees include:
36% of Coca-Cola Enterprises which produces (by population) for 78% of USA, 98% of
Canada and 100% of Great Britain (but not Northern Ireland), continental France and the
Netherlands, Luxembourg, Belgium and Monaco.

33
Logo design:

The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason
Robinson, in 1885.It was Robinson who came up with the name, and he also chose the logo’s
distinctive cursive script. The typeface used, known as Spenserian script, was developed in the
mid-19th century and was the dominant form of formal handwriting in the United States during
that period.
Robinson also played a significant role in early Coca-Cola advertising. His promotional
suggestions to Pemberton included giving away thousands of free drink coupons and plastering
the city of Atlanta with publicity banners and streetcar signs.

34
1.4 Project Profile:

Company felt the need to understand consumers’ buying pattern such as: occasions,
quantity, place of purchase and their perception related to taste, price, promotion, celebrities’
endorsement. The project was aimed at providing insights on all of these related to Coca Cola
brands.

1.5 Research Objectives:

1. To determine the factors influencing consumers’ choice of soft drinks products and
brands.

2. To identify the customers’ buying pattern related to Coca Cola products

3. To determine the consumers’ perception on the taste, price, advertisements and celebrity
endorsements related to Coca Cola and its sub-brands

35
REVIEW OF LITERATURE

36
2.1 Conceptual Definition:

Consumer Behavior:

Consumer behavior is defined as the behavior that consumer display in searching for
purchasing, using, evaluating and disposing of product 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. This includes what they
buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they
use it, how they evaluate it after the purchase and the impact of such evaluation on future, and
how they dispose of it. In another words, consumer behavior can be define as the behavior of
individuals in regards to acquiring, using, and disposing of products, services, ideas or
experiences. Consumer behavior also includes the acquisition and use of information. Thus,
communication with consumers and receiving feedback for them is a crucial part of consumer
behavior which is of great interest to marketers. (Kent Huffman 2007)

Customers and Consumers:

The term “customer” it typically used to refer to someone who regularly purchases from a
particular store or company. Thus, a person who shops at we use Shopping Mail or who uses
Texaco gasoline is viewed as a customer of these firms. The term “Consumer” more generally
refers to anyone engaging in any of the activities used in our definition of consumer behavior.
Therefore, a customer is defined in terms of a specific firm while a consumer is not. The
traditional viewpoint has been to define consumers strictly in terms of economic goods and
services. This position holds that consumers are potential purchasers of products and services
offered for sale. (Jennifer Aaker 1998)

37
Marketing Strategy:

Marketing strategy is conceptually very simple. It begins with an analysis of the target
market which includes company, conditions, competitors, and consumers. Next, Market
segmentation: This involves identifying product-related need sets, grouping customers with
similar need sets, describing each group and selecting an attractive segment to serve. The
marketing mix includes the product, price, communications, distribution, and services provided
to the target market. The final stage Outcomes involves analysis of firm’s product position and
customer satisfaction resulting from implementation of the strategy. (Tanner Okun 1990)

Brand preference:

Brand preferences represent a fundamental step in understanding consumer choices. A

deeper understanding of such preference dynamics can help marketing mangers’ better design
marketing program and build a long term relationship with consumers. Despite the existence of
some studies investigating how brand preference is built and changed, most of them focus on
examining factors from consumer behavior perspective or advertising perspective. (Schmitt
1999)

Customer satisfaction:

Customers are always aiming to get maximum satisfaction from the products or services
that they buy. Winning in today’s marketplace entails the need to build customer relationship and
not just building the products; building customer relationship means delivering superior value
over competitors to the target customers. Whether an organization provides quality services or
not will depend on the customers’ feedback on the satisfaction they get from consuming the
products, since higher levels of quality lead to higher levels of customer satisfaction (Kotler &
Keller. 2009)

38
Advertisement effectiveness:

Advertising effectiveness pertains to how well a company's advertising accomplishes the

intended. Small companies use many different statistics or metrics to measure their advertising
effectiveness. These measurements can be used for all types of advertising, including television,
radio, direct mail, Internet and even billboard advertising. A company's advertising effectiveness
usually increases over time with many messages or exposures. But certain advertising objectives
can be realized almost immediately. (Rick Suttle 2009)

Brand awareness:

Brand awareness is a Extent to which a brand is recognized by potential customers, and is

correctly associated with a particular product. Expressed usually as a percentage of target
market, brand awareness is the primary goal of advertising in the early months or years of
a product's introduction.(Aaker1999)

Celebrity endorsement:

Celebrities are people who enjoy public recognition by a large share of a certain group of
people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just
examples and specific common characteristics cannot be observed, it can be said that within a
corresponding social group celebrities generally differ from the social norm and enjoy a high
degree of public awareness. Last but not least, celebrities act as spokespeople in advertising to
promote products and services (Friedman 1995)

39
2.2 Literature Review:

Brand preference in soft drinks sector:

William R. George (1999) reveals purpose of study of factors responsible for brand
preference in soft drink industry, increasing competition more, due to globalization is motivating
many companies to base their strategies almost entirely on building brands. Brand preference
means to compare the different brands and opt for the most preferred brand. This brand
preference is influenced by various factors. In the identification of factors affecting the brand
preference, it was concluded that Brand persona is the most effective factor that affects the brand
preference. This Brand persona deals with the personality aspects or the external attributes of
brand, thus it can be said that consumer prefer any brand by looking at the external attributes of a
brand.

Colour and flavour rule consumer preferences:

Donnelly (1995) said intensity of colour and the flavours are the key drivers behind
consumer acceptance of soft drinks. But packaging and labelling are not as important for
winning over consumers, according to findings published in the journal Food Quality and
Preference, The study involved consumers at different stages of development and highlights the
importance of adopting a “sensory marketing approach,” said the researchers from French
research organisation Adriant, the University of Rennes. “Companies need to continuously
innovate to maintain market leadership,” wrote the researchers. “When the market is overloaded
the challenge consists in creating innovative products able to attract and satisfy consumers.”
“This experiment showed the feasibility of the proposed multi-sensory design method based on
mixed qualitative and quantitative approaches.” The study also demonstrates the importance of
flavour and colour selection for new products. The global flavours market was been valued at
some US$18bn in 2006 (Business Insights). Meanwhile, the value of the international colourings
market was estimated at around $1.15bn in 2010, up 2.5% from $1.07bn in 2007, according to
Leatherhead Food International (LFI). Natural colours now make up 31 per cent of the
colourings market, compared with 40 per cent for synthetics, according to LFI.

40
Sense of consumers:

Stephen Daniells (2008) said these four factors were identified for the formulation: four
colour intensities), three flavourings, two label types (soft versus hard), and two pack sizes
(standard versus oversize). By using both quantitative (hedonic testing) and qualitative (focus
groups) approaches, the researchers found that “the main factors which drive consumer
preference for this concept are colour intensity and flavouring”. Indeed, colour intensity
accounted for 43% and flavour 32% of the consumers’ overall liking. “Pack size and label type
are taken into account by the consumer to a lesser extent,” they added. “This methodology of a
qualitative screening associated to a conjoint analysis on relevant sensory attributes has shown
good performances to fit consumers’ expectation: it has now to be reproduced, as every brand,
concept and product is a unique combination designed for a specific consumer group,” concluded
the researchers.

Taste or health:

Beverly J. Tepper (1998) examined the relative contributions of taste and health
considerations on consumer liking and purchase intent of cola drinks. Eight types of commercial
cola drinks were evaluated by 305 adult consumers who also completed a brief questionnaire on
soft drink consumption habits. Data were analyzed using factor analysis. Results revealed that
purchase intent of cola drinks was strongly related to degree of liking and to several key sensory
attributes including saltiness, drinks flavor and greasiness. These variables emerged as the first
factor in the analysis, suggesting that consumers perceive these characteristics as being most
important in their choice of cola drinks. Second described a health dimension and was related to
respondents' attitudes toward fat in the diet. Third factor comprised two remaining sensory
attributes (color and crunchiness), which apparently were of minor importance to the
respondents. These data suggest that in spite of current concern about reducing dietary fat, health
remains secondary to taste in the selection of cola drinks for consumers in this population.

41
Consumer awareness and consumption pattern of soft drink product:

Mita Sujan (1990) aimed to investigate the degree of brand awareness of various soft
drink products in relation to background and education of the household, the consumption
pattern of various soft drink products consumed by respondents in the light of their areas, income
levels and education. a sample of 200 respondents comprising 100 form rural area and 100 from
urban area were taken. Data are analyzed with the help of mean. The finding of this study reveals
that there is low degree of brand awareness in rural areas, whereas there is a moderate degree of
brand awareness in urban area. The highly educated rural and urban respondents have high
degree of brand awareness for soft drink products, and the less educated rural and urban
respondents have low degree of brand awareness for soft drink products.

42
RESEARCH METHODOLOGY

43
3. Research Methodology:

The preparation of the report included extensive study of the organization and market research,
which was the primary source of the report. I have collected information from consumers by
preparing questionnaire.

3.1 Research design:

Descriptive research design:

Descriptive research design is a scientific method which involves observing and describing the
behavior of a subject without influencing it in any way. The importance of descriptive research
is:

 To describe characteristics of a population or a phenomenon.

 To determine the answers to who, what, when, where and how questions.
 To analyze the segment and target markets.

Research Design Descriptive research

Research Method Survey method
Research Instrument Structured questionnaire
Sample size 150
Sample area Chennai
Sampling method Non-Probability/Convenience Sampling
Statistical package SPSS
Analytical tool Percentage analysis, Mean, Garrett Ranking

44
3.2 Sampling Design:

Sample denotes only a part of the universe/ population. The sample represents the population
and is having the same characterizing as the population.

Sampling method:

This type of sampling technique gives no assurance that every element has some specific change
of being included. It is clear that for the non-probability samples, there is no way of calculating
the margin of error and the confidence level.

3.3 Data collection design:

A marketing researcher has to make a plan for collecting data which may be primary data,
secondary data or both.

Primary data:

The primary data was obtained by administering survey method, guided by questionnaire to the
consumers. The following type of questions, were asked in the questionnaire

1. Rank questions.
2. Multiple choice questions.

Secondary data:

The secondary data are collected through various sources like

1. Secondary data are collected through internet related to company, competitors etc.
2. Review of articles being published on the topic in various magazines and newspapers

45
Questionnaire:

The best way to collect data is to personally administer the questionnaires. The advantage of this
method is, the data can be collected from the respondent within short period of time. Any doubts
that the respondent might have on any questions could be clarified on the spot.

3.4 Analysis design:

The study has various satisfied tools for the analysis of data. They are percentage analysis and
cross tabulation.

Percentage analysis:

Percentage analysis is used for the purpose of study which is most suitable for questionnaire
based on the objective.

Percentage analysis is often used in data presentation for them simply numbers, reducing all of
them 0 to 100 ranges. The data are reduced in the standard form with base equal to 100 which
fact facilitates relative comparison. The formula used here is

Number of responses

Percentage analysis= ------------------------------------------ * 100

Total no. of respondents

Mean:

Mean in which each item being averaged is multiplied by a number (weight) based on the item’s
relative importance. The result is summed and the total is divided by the sum of the weights.
Weighted averages are used extensively in descriptive statistical analysis such as index numbers.

w1x1+w2x2+-----+wnxn
Weighted average mean = -----------------------------------
N

46
Garrett ranking:

100(R-0.5)

Percentage position= --------------

Respondents were asked to rank the brands of soft drinks. Their ranks were converted into
percentile score as follows:

P= Percentile position

R= Rank

N= Number of items

For percentile the score values are obtained from Garrett’s table score values are
multiplied with frequency. Then the following table has been constructed.

3.5 Limitations:

 Due to time constraint only a reasonable sample size taken and analyzed. Still a larger
sample size could increase the accuracy in the result.
 The area of study is limited to CHENNAI only. Hence the results may not be true for
other geographical areas.
 Quality of information highly dependent on the knowledge of the respondents.

47
ANALYSIS AND INTERPRETATION

48
4. Analysis and Interpretation:

Analysis:

Analysis means a critical examination of the assembled and grouped data for studying the
characteristics of the object under study and it refers to methodical classification of the data give
in the tables.

Interpretation:

The term interpretation means explaining the meaning and significance of the arranged
data. It is the study of relationship between the various factors. It is being considered as a basic
component of research process because of the following reasons.

It is through interpretation that the researcher can well understand the abstract principle that
works beneath his/her findings, through this he/she can link up the same abstract with those of
other studies, having the same abstract principles and thereby can predict about the concrete
world of experts, fresh inquiries can test their predictions later on, this way the continuing in
research can be maintained.

Interpretation leads to the establishment of explanatory concepts that can serve as a guide for
future research studies, it opens new avenues of intellectual adventure and stimulates the quest
for some knowledge.

Researcher can better appreciate only through interpretation what his/her findings are, why they
are and not make other to understand the real significance of his/her research findings.

49
Analysis of Data:

4.1 Reason for shopping

Table 4.1

S. No Opinion No. of Respondents Percentage

1 Monthly purchase 71 47.3
2 Weekly purchase 72 48
3 Daily purchase 7 4.7
Total 150 100

Interpretation:

Majority of the respondents (48%) are doing weekly purchase, 47.3% of respondents are doing
monthly purchase and least (4.7%) are doing daily purchase.

Chart 4.1

Reason for shopping

60%

50% 47.3% 48%

40%

30%

20%

10% 4.7%
0%
Monthly purchase Weekly Purchase Daily purchase

50
 4.2 Nature of Purchase

Table 4.2

S. No Opinion No. of Respondents Percentage

1 Planned purchase 133 88.7
2 Impulse purchase 17 11.3
Total 150 100

Interpretation:

Majority of the respondents (88.7%) are doing planned purchase, 11.3% of respondents are doing
impulse purchase.

Chart 4.2

Nature of purchase

11.3%

Planned purchase
Impulse purchase

88.7%

51
 4.3 Use of Soft drinks

Table 4.3

S. No Opinion No. of Respondents Percentage

1 Family use 133 88.7
2 Personal use 17 11.3
Total 150 100

Interpretation:

Majority of the respondents (88.7%) buy soft drinks for family use, 11.3% of the respondents
buy for parties.

Chart 4.3

Use of Soft drinks

Parties 11.3%

Family use 88.7%

0% 20% 40% 60% 80% 100%

52
 4.4 Consumption of Soft drinks

Table 4.4

S. No Opinion No of Respondents
1 Cola drinks 106
2 Mango drinks 100
Total 206

Interpretation:

Majority of the respondents (106) are buying Cola drinks, 100 respondents are buying Mango
drinks.

Chart 4.4

Consumption of soft drinks

107
106
106
105
104
103
102
101
100
100
99
98
97
Cola drinks Mango drinks

53
 4.5 Influence on purchase

Table 4.5

S. No Opinion No of Respondents Percentage

1 Brand 13 8.7
2 Taste 79 52.7
3 Offer 58 38.6
Total 150 100

Interpretation:

Majority of the respondents (52.7%) are looking taste, 38.6% of respondents are looking offer
and the least (8.7%) are looking brand.

Chart 4.5

Influence on purchase
60%
52.7%
50%

40%
38.6%

30%

20%

8.7%
10%

0%
Brand Taste Offer

54
 4.6 Brand preference

4.6.1 Cola drinks

Table 4.6.1

S. No Opinion Mean values

1 Coca cola 3.73
2 Thums Up 1.13
3 7up 1.88
4 Pepsi 3.28

Interpretation:

Majority of the respondents (3.73) are prefer Coca cola, 3.28 respondents are prefer Pepsi, 1.88
of respondents are prefer 7up and least (1.13) are prefer Thums Up.

Chart 4.6.1

4 3.73
3.5 3.28
3

2.5

2 1.88
Preference of Cola drinks
1.5
1.13
1

0.5

0
Coca Cola Thums Up 7up Pepsi

55
 4.6.2 Mango drinks

Table 4.6.2

S. No Opinion Mean values

1 Maaza 4.4
2 Slice 4.53
3 Frooti 3.01
4 Maa 2.01
5 Mangola 1.05

Interpretation:

Majority of the respondents (4.53) are prefer Slice, 4.40 respondents are prefer Maaza, 3.01 of
respondents are prefer Frooti, 2.01 of respondents ate prefer Maa nad least (1.05) prefer
Mangola.

Chart 4.6.2

5
4.4 4.53
4.5
4
3.5
3.01
3
2.5 Prefernces of Mango
2.01 drinks
2
1.5
1.05
1
0.5
0
Maaza Slice Frooti Maa Mangola

56
 4.7: Perception on Taste

4.7.1 Coca Cola

Table 4.7.1
S. No Opinion No of Respondents Percentage
1 Very good 85 56.7
2 Good 65 43.3
Total 150 100

Interpretation:

Majority of the respondents (56.6%) are saying Very good for the taste of Coca Cola,
42.7% are saying good.

Chart 4.7.1

Coca Cola
60% 56.7%

50%
43.3%
40%

30%

20%

10%

0%
Very good Good

57
 4.7.2 Perception on Taste- Fanta

Table 4.7.2
S. No Opinion No of Respondents Percentage
1 Very good 64 42.7
2 Good 84 56
3 Neutral 2 1.3
Total 150 100

Interpretation:

Majority of the respondents (56%) are saying Good for the taste of Fanta, 42.7% are
saying Very good and least (1.3%) are saying Neutral.

Chart 4.7.2

60% 56%

50%
42.7%
40%

30%
Fanta

20%

10%
1.3%
0%
Very good Good Neutral

58
 4.7.3 Perception on Taste- Sprite

Table 4.7.3
S. No Opinion No of Respondents Percentage
1 Very good 27 18
2 Good 102 68
3 Neutral 21 14
Total 150 100

Interpretation:

Majority of the respondents (68%) are saying Good for the taste of Sprite, 18% are saying
Very good and least (14%) are saying Neutral.

Chart 4.7.3

Sprite
80%
70%
68%

60%
50%
40%
30%
20%
18%
14%
10%
0%
Very good Good Neutral

59
 4.7.4 Perception on Taste- Thums Up

Table 4.7.4
S. No Opinion No of Respondents Percentage
1 Very good 2 1.3
2 Good 46 30.7
3 Neutral 99 66
4 Bad 3 2
Total 150 100

Interpretation:

Majority of the respondents (66%) are saying Neutral for the taste of Thums Up, 30.7%
are saying Good, 2% are saying Bad and least (1.3%) are saying Very good.

Chart 4.7.4

70% 66%

60%

50%

40%
30.7% Thumsup
30%

20%

10%
1.3% 2%
0%
Very good Good Neutral Bad

60
 4.7.5 Perception on Taste- Limca

Table 4.7.5
S. No Opinion No of Respondents Percentage
1 Very good 3 2
2 Good 33 22
3 Neutral 107 71
4 Bad 7 5
Total 150 100

Interpretation:

Majority of the respondents (71.%) are saying Neutral for the taste of Limca, 22% are
saying Good, 5% are saying Bad and least (2%) are saying Very good.

Chart 4.7.5

80%
71%
70%

60%

50%

40%
Limca
30%
22%
20%

10% 5%
2%
0%
Very good Good Neutral Bad

61
 4.7.6 Perception on Taste - Minute maid pulpy orange

Table 4.7.6

S. No Opinion No of Respondents Percentage

1 Very good 4 2.7
2 Good 15 10
3 Neutral 45 30
4 Bad 86 57.3
Total 150 100

Interpretation:

Majority of the respondents (57.3%) are saying Bad for the taste of Minute maid pulpy
orange, 30% are saying Neutral, 10% are saying Good and least (2.7%) are saying Very
good.

Chart 4.7.6

Minute maid pulpy orange

70%

60% 57.3%

50%

40%
30%
30%

20%
10%
10%
2.7%
0%
Very good Good Neutral Bad

62
 4.7.7 Perception on Taste- Minute maid mixed fruit

Table 4.7.7
S. No Opinion No of Respondents Percentage
1 Good 4 2.7
2 Neutral 20 13.3
3 Bad 105 70
4 Very bad 21 14
Total 150 100

Interpretation:

Majority of the respondents (70%) are saying Bad for the taste of Minute maid mixed
fruit, 14% are saying Very bad, 13.3% are saying Neutral and least (2.7%) are saying
Good.

Chart 4.7.7

Minute maid mixed fruit

80%
70%
70%
60%
50%
40%
30%
20% 13.3% 14%
10% 2.7%
0%
Good Neutral Bad Very bad

63
 4.7.8 Perception on Taste – Maaza

Table 4.7.8
S. No Opinion No of Respondents Percentage
1 Very good 128 85.3
2 Good 20 13.3
3 Neutral 2 1.3
Total 150 100

Interpretation:

Majority of the respondents (85.3%) are saying Very good for the taste of Maaza, 13.3%
are saying Good and least (1.3%) are saying Neutral.

Chart 4.7.8

90% 85.3%
80%
70%
60%
50%
40% Maaza

30%
20% 13.3%
10%
1.3%
0%
Very good Good Neutral

64
 4.7.9 Perception on taste of Coca Cola brands- A comparison

Table 4.7.9

S. No Opinion Mean values

1 Coca Cola 4.55
2 Fanta 4.41
3 Sprite 4.04
4 Thums Up 3.30
5 Limca 3.18
6 Minute maid pulpy orange 2.55
7 Minute maid mixed fruit 2.06
8 Maaza 4.84

Chart 4.7.9

Consolidated chart for all sub brands of Coca cola for taste

Maaza 4.84
Minute maid mixed fruit 2.06
Minute maid pulpy orange 2.55
Limca 3.18
Thums Up 3.3
Sprite 4.04
Fanta 4.41
Coca Cola 4.55
0 1 2 3 4 5 6

65
 4.8 Buying pattern

Table 4.8

S. No Opinion No of Respondents Percentage

1 Festivals 2 1.3
2 Parties 16 10.7
3 Offers 129 86
4 No specific reason 3 2
Total 150 100

Interpretation:

Majority of the respondents (86%) buy soft drinks at the time of Offers, 10.7% at the time
of Parties, 2% of the respondents are saying no specific reason for buying soft drinks and
least (1.3%) at the time of Festivals.

Chart 4.8

Buying pattern
100%
90% 86%
80%
70%
60%
50%
40%
30%
20%
10.7%
10% 2%
1.3%
0%
Festivals Patries Offers No specific reason

66
 4.9 Quantity purchased

Table 4.9

S. No Opinion No of Respondents Percentage

1 Below 5 litres 104 69.4
2 5-10 litres 44 29.3
3 11-15 litres 2 1.3
Total 150 100

Interpretation:

Majority of the respondents (69.4%) buy below 5litres, 29.3% buy 5-10litres and least
(1.3%) buy 11-15litres.

Chart 4.9

Quantity purchased

11-15 litres 1.3%

5-10 litres 29.3%

Below 5 litres 69.4%

0% 10% 20% 30% 40% 50% 60% 70% 80%

67
 4.10 Place of purchase

Table 4.10

S. No Opinion No of Respondents Percentage

1 Super markets 141 94
2 Retail shops 9 6
Total 150 100

Interpretation:

Majority of the respondents (94%) buy soft drinks at Super markets and 6% at Retail
shops.

Chart 4.10

Place of purchase
6%

Super markets
Retail shops

94%

68
 4.11: Influence on the preference of Coca Cola products

4.11.1 Coca Cola

Table 4.11.1
Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

F 1 - 9 98 42 V
XF 75 - 450 3920 1050 5495

Price
F - 10 128 9 3 II
XF - 600 6400 360 75 7435
Advertisement
X - 64 5 26 55 IV
XF - 3840 250 1040 1375 6505
Brand Name
X 1 76 7 17 49 III
XF 75 4560 350 680 1225 6890
Circle of friends
X 148 1 1 - - I
XF 11100 60 50 - - 11210

Interpretation:

The majority of the respondents prefer Coca Cola by Circle of friends

69
 Influence on the preference of Coca Cola products- Coca Cola

Chart 4.11.1

Coca Cola
12000 11210

10000

8000 7435
6505 6890
6000 5495

4000

2000

0
Taste Price Advertisement Brand name Circle of
friends

70
 4.11.2 Fanta

Table 4.11.2

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

F - 2 26 113 9 IV
XF - 120 1300 4520 225 6165

Price
F 2 90 35 20 3 II
XF 150 5400 1750 800 75 8175
Advertisement
X 1 28 35 9 77 V
XF 75 1680 1750 360 1925 5790
Brand Name
X 2 28 55 8 57 III
XF 150 1680 2750 320 1425 6325
Circle of friends
X 146 1 - 1 2 I
XF 10950 60 - 40 50 11100

Interpretation:

The majority of the respondents prefer Fanta by Circle of friends.

71
 Influence on the preference of Coca Cola products- Fanta

Chart 4.11.2

Fanta

12000 11100
10000 8175
8000 6165 6325
5790
6000
4000
2000
0

72
 4.11.3 Sprite

Table 4.11.3

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

F - 1 63 81 5 IV
XF - 60 3150 3240 125 6575

Price
F - 42 60 41 7 II
XF - 2520 3000 1640 175 7335
Advertisement
X 2 66 17 14 51 III
XF 150 3960 850 560 1275 6795
Brand Name
X 2 40 9 15 84 V
XF 150 2400 450 600 2100 5700
Circle of friends
X 147 1 1 - 1 I
XF 11025 60 50 - 25 11160

Interpretation:

The majority of the respondents prefer Sprite by Circle of friends.

73
 Influence on the preference of Coca Cola products- Sprite

Chart 4.11.3

Sprite
12000 11160
10000

8000 7335
6575 6795
6000
5700

4000

2000

0
Taste Price Advertisement Brand name Circle of
friends

74
 4.11.4 Thums Up

Table 4.11.4

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

F - 15 130 3 2 II
XF - 900 6500 120 50 7570

Price
F 1 69 15 61 4 III
XF 75 4140 750 2440 100 7505
Advertisement
X 2 31 1 42 74 V
XF 150 1860 50 1680 1850 5590
Brand Name
X 2 32 4 43 69 IV
XF 150 1920 200 1720 1725 5715
Circle of friends
X 147 2 1 - - I
XF 11025 150 50 - - 11195

Interpretation:

The majority of the respondents prefer Thums Up by Circle of friends.

75
 Influence on the preference of Coca Cola products- Thums Up

Chart 4.11.4

Thums Up

Circle of friends 11195

Brand name 5715

Advertisement 5590

Price 7505

Taste 7570

0 2000 4000 6000 8000 10000 12000

76
 4.11.5 Limca

Table 4.11.5

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

F - 17 114 17 2
XF - 1020 5700 680 50 7450 II

Price
F - 55 23 60 12 III
XF - 3300 1150 2400 300 7150
Advertisement
X 1 30 6 42 71 V
XF 75 1800 300 1680 1775 5630
Brand Name
X 2 44 6 34 64 IV
XF 150 2640 300 1360 1600 6050
Circle of friends
X 148 1 - - 1 I
XF 11100 60 - - 25 11185

Interpretation:

The majority of the respondents prefer Limca by Circle of friends.

77
 Influence on the preference of Coca Cola products- Limca

Chart 4.11.5

Limca

11185
12000
10000
7450 7150
8000 6050
5630
6000
4000
2000
0

78
 4.11.6 Minute maid pulpy orange

Table 4.11.6

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

F - 4 139 2 5 III
XF - 240 6950 80 125 7395

Price
F 1 - 2 107 40 IV
XF 75 - 100 4280 1000 5455

Advertisement
X 142 4 4 - -
XF 10650 240 200 - - 11090 I

Brand Name
X 5 136 5 1 3 II
XF 375 8160 250 40 75 8900
Circle of friends
X 2 5 - 41 102 V
XF 150 300 - 1640 2550 4640

Interpretation:

The majority of the respondents prefer Minute maid pulpy orange influence of Advertisement.

79
 Influence on the preference of Coca Cola products- Minute maid pulpy orange

Chart 4.11.6

Minute maid pulpy orange

12000 11090
10000 8900
8000 7395

6000 5455
4640
4000

2000

0
Taste Price Advertisement Brand name Circle of
friends

80
 4.11.7 Minute maid mixed fruit

Table 4.11.7

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

F 1 128 16 3 2 II
XF 75 7680 800 120 50 8725

Price
F 1 1 5 50 93 V
XF 75 60 250 2000 2325 4710
Advertisement
X 141 3 3 3 - I
XF 10575 180 150 120 - 11025
Brand Name
X 4 17 124 2 3 III
XF 300 1020 6200 80 75 7675
Circle of friends
X 3 4 - 90 53 IV
XF 225 240 - 3600 1325 5390

Interpretation:

The majority of the respondents prefer Minute maid mixed fruit for Advertisement.

81
 Influence on the preference of Coca Cola products- Minute maid mixed fruit

Chart 4.11.7

Minute maid mixed fruit

Circle of friends 5390

Brand name 7675

Advertisement 11025

Price 4710

Taste 8725

0 2000 4000 6000 8000 10000 12000

82
 4.11.8 Maaza

Table 4.11.8

Rank 1 2 3 4 5 Total Rank

Score X 75 60 50 40 25

Taste

F - 1 2 56 91 V
XF - 60 100 2240 2275 4675

Price
F 2 2 140 6 - II
XF 150 120 7000 240 - 7510
Advertisement
X 1 81 5 39 24 III
XF 75 4860 250 1560 600 7345
Brand Name
X 2 62 4 47 35 IV
XF 150 3720 200 1880 875 6825
Circle of friends
X 146 3 - 1 - I
XF 10950 180 - 40 - 11170

Interpretation:

The majority of the respondents prefer Maaza by Circle of friends.

83
 Influence on the preference of Coca Cola products- Maaza

Chart 4.11.8

Maaza

12000
11170
10000
7510 7345 6825
8000
6000 4675
4000
2000
0

84
 Influence on the preference of Coca cola products- A comparison

Chart 4.11.9

12000

10000

8000
Taste
6000
Price
4000 Advertisement
Brand name
2000 Circle of friends

0
Coca Fanta Sprite Thums Limca Minute Minute Maaza
Cola Up maid maid
pulpy mixed
orange fruit

85
 4.12: Satisfaction on the price of Coca Cola products

4.12.1 Coca Cola

Table 4.12.1
S. No Opinion No of Respondents Percentage
1 Highly satisfied 85 56.7
2 Satisfied 62 41.3
3 Neutral 3 2
Total 150 100

Interpretation:

Majority of the respondents (56.7%) are Highly satisfied with the price of Coca cola,
41.3% are Satisfied and least (2%) are said Neutral with the price of Coca cola.

Chart 4.12.1

Price of Coca cola

56.7%
60%
41.3%
50%

40%

30%

20%
2%
10%

0%
Highly satisfied Satisfied Neutral

86
 4.12.2 Satisfaction on the price- Fanta

Table 4.12.2
S. No Opinion No of Respondents Percentage
1 Highly satisfied 66 44
2 Satisfied 80 53
3 Neutral 4 3
Total 150 100

Interpretation:

Majority of the respondents (53%) are Satisfied with the price of Fanta, 44% are Highly
satisfied and least (3%) are said Neutral with the price of Fanta.

Chart 4.12.2

60%
53%
50% 44%

40%

30% Price of Fanta

20%

10%
3%
0%
Highly satisfied Satisfied Neutral

87
 4.12.3 Satisfaction on the price- Sprite

Table 4.12.3
S. No Opinion No of Respondents Percentage
1 Highly satisfied 21 14
2 Satisfied 103 68.7
3 Neutral 26 17.3
Total 150 100

Interpretation:

Majority of the respondents (68.7%) are Satisfied with the price of Sprite, 17.3% are said
Neutral with the price of Sprite and least (14%) are Highly satisfied.

Chart 4.12.3

80%
68.7%
70%

60%

50%

40%
Price of sprite
30%

20% 17.3%
14%
10%

0%
Highly satisfied Satisfied Neutral

88
 4.12.4 Satisfaction on the price- Thums Up

Table 4.12.4
S. No Opinion No of Respondents Percentage
1 Highly satisfied 49 32.7
2 Satisfied 95 63.3
3 Dissatisfied 6 4
Total 150 100

Interpretation:

Majority of the respondents (63.3%) are Satisfied with the price of Thums Up, 32.7% are
Highly satisfied and least (4%) are Dissatisfied.

Chart 4.12.4

Price of Thums Up

63.3%
70%
60%
50%
32.2%
40%
30%
20% 4%
10%
0%
Highly satisfied Satisfied Dissatisfied

89
 4.12.5 Satisfaction on the price- Limca

Table 4.12.5
S No Opinion No of Respondents Percentage
1 Highly satisfied 2 1.3
2 Satisfied 22 14.7
3 Neutral 120 80
4 Dissatisfied 6 4
Total 150 100

Interpretation:

Majority of the respondents (80%) are said Neutral with the price of Limca, 14.7% are
Satisfied, 4% are Dissatisfied and least (1.3%) are Highly Satisfied.

Chart 4.12.5

90%
80%
80%

70%

60%

50%

40% Price of Limca

30%

20% 14.7%
10% 4%
1.3%
0%
Highly Satisfied Neutral Dissatisfied
satisfied

90
 4.12.6 Satisfaction on the price- Minute maid pulpy orange

Table 4.12.6

S No Opinion No of Respondents Percentage

1 Highly satisfied 23 15.3
2 Satisfied 42 28
3 Neutral 29 19.3
4 Dissatisfied 54 36
5 Highly dissatisfied 2 1.3
Total 150 100

Interpretation:

Majority of the respondents (36%) are Dissatisfied with the price of Minute maid pulpy
orange, 28% are Satisfied, 19.3% are said neutral with the price of Minute maid pulpy
orange, 15.3% are Highly satisfied and least (1.3%) are Highly dissatisfied.

Chart 4.12.6

40% 36%
35%

30% 28%

25%
19.3%
20%
15.3%
15%

10%

5% 1.3%
0%
Highly Satisfied Neutral Dissatisfied Highly
satisfied dissatisfied

91
 4.12.7 Satisfaction on the price- Minute maid mixed fruit

Table 4.12.7
S No Opinion No of Respondents Percentage
1 Highly satisfied 7 4.7
2 Satisfied 11 7.3
3 Neutral 45 30
4 Dissatisfied 57 38
5 Highly dissatisfied 30 20
Total 150 100

Interpretation:

Majority of the respondents (38%) are Dissatisfied with the price of Minute maid mixed
fruit, 30% are said Neutral with the price of Minute maid mixed fruit, 20% are Highly
dissatisfied, 7.3% are Satisfied and least (4,7%) are Highly satisfied.

Chart 4.12.7

40% 38%
35%
30%
30%

25%
20%
20%
15%
Price of Minute maid
10% 7.3% mixed fruit
4.7%
5%

0%

92
 4.12.8 Satisfaction on the price- Maaza

Table 4.12.8
S No Opinion No of Respondents Percentage
1 Highly satisfied 121 80.7
2 Satisfied 29 19.3
Total 150 100

Interpretation:

Majority of the respondents (80.7%) are Highly satisfied with the price of Maaza and
19.3% are Satisfied.

Chart 4.12.8

Price of Maaza

80.7%
90%
80%
70%
60%
50%
40% 19.3%
30%
20%
10%
0%
Highly satisfied Satisfied

93
 4.12.9 Satisfaction on the price of Coca Cola products- A comparison

Table 4.12.9
S No Opinion Mean values
1 Coca Cola 4.54
2 Fanta 4.40
3 Sprite 3.96
4 Thums Up 4.24
5 Limca 3.12
6 Minute maid pulpy orange 3.20
7 Minute maid mixed fruit 2.38
8 Maaza 4.80

Chart 4.12.9

Maaza 4.8
Minute maid mixed fruit 2.38
Minute maid pulpy orange 3.2
Limca 3.12
Thums Up 4.24
Sprite 3.96
Fanta 4.4
Coca cola 4.54
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

94
 4.13 Opinion on Coca Cola’s mass media advertisement

Table 4.13

S No Opinion No of Respondents Percentage

1 Very good 54 36
2 Good 92 61.3
3 Neutral 4 2.7
Total 150 100

Interpretation:

Majority of the respondents (61.3%) are said Good for the advertisement of Coca cola,
36% are said Very good and least (2.7%) said Neutral.

Chart 4.13

Opinion on Coca-cola's advertisement

70%
61.3%
60%

50%

40% 36%
30%

20%

10%
2.7%
0%
Very good Good Neutral

95
 4.14 The most attractive Cola drinks advertisement

Table 4.14

S No Opinion No of Respondents Percentage

1 Coca cola 113 75.3
3 Thums Up 5 3.3
4 Pepsi 32 21.4
Total 150 100

Interpretation:

Majority of the respondents (75.3%) are attracted by Coca cola advertisement, 21.3% are
attracted by Pepsi advertisement and least (2%) are attracted by Thums Up advertisement

Chart 4.14

Cola drinks advertisement

80% 75.3%
70%

60%

50%

40%

30%
21.4%
20%

10% 3.3%
0%
Coca cola Thums Up Pepsi

96
 4.15 The most attractive Fruit drinks advertisement

Table 4.15

S No Opinion No of Respondents Percentage

1 Minute maid pulpy 2 1.3
orange
2 Maaza 32 21.3
3 Slice 114 76
4 Frooti 2 1.3
Total 150 100

Interpretation:

Majority of the respondents (76%) are attracted by Slice advertisement, 21.3% are
attracted by Maaza advertisement, 1.3% are attracted by Minute maid pulpy orange
advertisement and 1.3% are attracted by Frooti advertisement.

Chart 4.15

80%
76%
70%
60%
50%
40%
Friut drinks ad
30% 21.3%
20%
10% 1.3% 1.3%
0%
Minute Maaza Slice Frooti
maid pulpy
orange

97
 4.16 Influence of advertisement in the purchase of Coca Cola products

Table 4.16

S No Opinion No of Respondents Percentage

1 Yes 106 70.7
2 No 44 29.3
Total 150 100

Interpretation:

Majority of the respondents (70.7%) are bought Coca Cola products after seen
advertisement and 29.3% are not bought Coca Cola products after seen advertisement.

Chart 4.16

Influence of advertisement
80%
70.7%
70%

60%

50%

40%
29.3%
30%

20%

10%

0%
Yes No

98
 4.17: Celebrities Endorsement liked most

4.17.1 AamirKhan

Table 4.17.1
S No Opinion No of Respondents Percentage
1 Like most 52 34.7
2 Like 82 54.7
3 Neutral 14 9.3
4 Dislike 2 1.3
Total 150 100

Interpretation:

Majority of the respondents (54.7%) are liked most AamirKhan for endorsing Coca Cola
products, 34.7% are liked AamirKhan for endorsing Coca Cola products, 9.3% are said
Neutral for AamirKhan endorsing Coca Cola products and least (1.3%) are Disliked
AamirKhan for endorsing Coca Cola products.

Chart 4.17.1

60% 54.7%

50%

40% 34.7%

30% AamirKhan

20%
9.3%
10%
1.3%
0%
Like most Like Neutral Dislike

99
 4.17.2 Celebrities Endorsement liked most- Vijay

Table 4.17.2

S No Opinion No of Respondents Percentage

1 Like most 54 36
2 Like 70 46.7
3 Neutral 22 14.7
4 Dislike 2 1.3
5 Dislike most 2 1.3
Total 150 100

Interpretation:

Majority of the respondents (46.7%) are liked Vijay for endorsing Coca Cola products,
36% are liked most Vijay for endorsing Coca Cola products, 14.7% are said Neutral for
Vijay endorsing Coca Cola products, 1.3% are Disliked Vijay for endorsing Coca Cola
products and 1.3% Dislike most Vijay for endorsing Coca Cola products.

Chart 4.17.2

Vijay
50% 46.7%
45%
40% 36%
35%
30%
25%
20%
14.7%
15%
10%
5% 1.3% 1.3%
0%
Like most Like Neutral Dislike Dislike most

100
 4.17.3 Celebrities Endorsement liked most- Katrina Kaif

Table 4.17.3

S No Opinion No of Respondents Percentage

1 Like most 15 10
2 Like 61 40.6
3 Neutral 67 44.7
4 Dislike 7 4.7
Total 150 100

Interpretation:

Majority of the respondents (44.7%) are said Neutral for Katrina Kaif for endorsing Coca
Cola products, 40.7% are liked Katrina Kaif for endorsing Coca Cola products, 10% are
liked most Katrina Kaif for endorsing Coca Cola products and least (4.7%) are dislike
Katrina Kaif for endorsing Coca Cola products

Chart 4.17.3

Dislike
4.7%

Neutral
44.7%

Katrina Kaif
Like
40.6%

Like most
10%

0% 10% 20% 30% 40% 50%

101
 4.17.4 Celebrities Endorsement liked most- Salman Khan

Table 4.17.4

S No Opinion No of Respondents Percentage

1 Like most 9 6
2 Like 46 30.7
3 Neutral 80 53.3
4 Dislike 15 10
Total 150 100

Interpretation:

Majority of the respondents (53.3%) are said Neutral for Salman Khan for endorsing
Coca Cola products, 30.7% are Liked Salman Khan for endorsing Coca Cola products,
10% are dislike Salman Khan for endorsing Coca Cola products and least (6%) are like
most Salman Khan for endorsing Coca Cola products.

Chart 4.17.4

Salman Khan

53.3%
60%

50%

40% 30.7%

30%

20% 10%
6%
10%

0%
Like most Like Neutral Dislike

102
 4.17.5 Celebrities Endorsement liked most- Kareena Kapoor

Table 4.17.5

S No Opinion No of Respondents Percentage

1 Like most 19 12.7
2 Like 45 30
3 Neutral 74 49.3
4 Dislike 12 8
Total 150 100

Interpretation:

Majority of the respondents (49.3%) are said Neutral for Kareena Kapoor for endorsing
Coca Cola products, 30% are Liked Kareena Kapoor for endorsing Coca Cola products,
12.7% are like most Kareena Kapoor for endorsing Coca Cola products and 8% are
Dislike most Kareena Kapoor for endorsing Coca Cola products.

Chart 4.17.5

49.3%
50%
45%
40%
35% 30%
30%
25% Kareena Kapoor
20%
15%
12.7%
10%
8%
5%
0%
Like most Like Neutral Dislike

103
 4.17.6 Celebrities Endorsement liked most- A comparison

Table 4.17.6

S No Opinion Mean values

1 Aamir Khan 4.22
2 Vijay 4.14
3 Katrina Kaif 3.56
4 Salman Khan 3.32
5 Kareena Kapoor 3.46

Chart 4.17.6

Kareena Kapoor 3.46

Salman Khan 3.32

Katrina Kaif 3.56

Vijay 4.14

Aamir Khan 4.22

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

104
 4.18 Classification of respondents based on Gender

Table 4.18
S No Opinion No of Respondents Percentage
1 Male 115 76.7
2 Female 35 23.3
Total 150 100

Interpretation:

Majority of the respondents (76.7%) are Male and 23.3% are Female.

Chart 4.18

Classification based on Gender

23.3%

Male
Female

76.7%

105
 4.19 Classification of respondents based on Age

Table 4.19

S No Opinion No of Respondents Percentage

1 15-20years 6 4
2 21-25years 45 30
3 26-30years 36 24
4 31-40years 50 33.3
5 40years above 13 8.7
Total 150 100

Interpretation:

Majority of the respondents (33.3%) are belonging to 31-40years, 30% are 21-25years,
24% are 26-30years, 8.7% are 40years and above and least (4%) are belonging to 15-
20years.

Chart 4.19

35% 33.3%
30%
30%
24%
25%

20%

15% Age
8.7%
10%
4%
5%

0%
15-20years 21-25years 26-30years 31-40years 40years
above

106
 4.20 Classification of respondents based on Occupation

Table 4.20

S No Opinion No of Respondents Percentage

1 Professional 20 13.3
2 Businessman 62 41.3
3 Student 43 28.7
4 House wife 25 16.7
Total 150 100

Interpretation:

Majority of the respondents (41.3%) are Business man, 28.7% are Student, 16.7% are
House wife and (13.3%) are Professional.

Chart 4.20

Occupation

41.3%
45%
40%
35% 28.7%
30%
25% 16.7%
20% 13.3%
15%
10%
5%
0%
Professional Businessman Student House wife

107
 4.21 Classification of respondents based on Income

Table 4.21
S No Opinion No of Respondents Percentage
1 Below 5000 58 38.7
2 5001-15000 8 5.3
3 15001-30000 66 44
4 30001-45000 14 9.3
5 Above 45000 4 2.7
Total 150 100

Interpretation:

Majority of the respondents (44%) are belonging to Rs.15001-30000, 38.7% are below
Rs.5000, 9.3% are Rs.30001-45000, 5.3% are Rs.5001-15000 and least (2.7%) are
belonging to above Rs.45000.

Chart 4.21

50%
45%
44%

40% 38.7%
35%
30%
25%
Income
20%
15%
9.3%
10%
5.3%
5% 2.7%
0%
Below 5000 5001-15000 15001-3000030001-45000Above 45000

108
FINDINGS, CONCLUSIONS AND
SUGGESTIONS

109
5. Findings, Conclusions and Suggestions:

5.1 Findings:

 The majority of the respondents are doing their shopping by weekly purchase.
 The majority of the respondents are doing planned purchase.
 The majority of the respondents are buying soft drinks for family use.
 The majority of the respondents are consuming Cola drinks and Mango drinks.
 The majority of the respondents are looking taste while buying soft drinks.
 The majority of the respondents prefer Coca cola in Cola drinks category.
 The majority of the respondents prefer Slice in Mango drinks category.
 The majority of the respondents are buying soft drinks in the view of taste.
 They stated that taste of all Coca Cola products were good.
 The majority of the respondents buying pattern are at the time of Offers.
 The majority of the respondents are purchased below 5litres for their particular occasion.
 The majority of the respondents are buying soft drinks from Supermarkets.
 The majority of the respondents prefer Coca cola products for Quality.
 The majority of the respondents are satisfied with the price of all Coca cola products.
 They stated that Coca Cola advertisement were good.
 The majority of the respondents are attracted for Coca cola advertisement in the Cola
drinks category.
 The majority of the respondents are attracted for Maaza advertisement in the fruit drinks
category.
 The majority of the respondents are purchasing the Coca cola products after watching the
advertisement.
 The majority of the respondents are Male.
 The majority of the respondents are belonging to the age of 26-30years.
 The majority of the respondents are doing business.
 The majority of the respondents are earning from Rs. 15001-30000.
 The majority of the respondents liked Aamir Khan for endorsing Coca Cola products.

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5.2 Conclusions:

The Sampling activity was a good first step into the area of Marketing and Sales. A good
understanding of the market was accomplished as around 150 people were spoken. This even
helped in the polishing of communication skills, a must-have to survive and make it big in the
present world. It even gave a good understanding of behavior of consumers when placed in
different situations. It was a good opportunity to work on the skill of patience, as a large number
of customers. It helped in developing the kind of relations one needs to uphold in the corporate
world and it helped in building up the right attitude.

As all the points in the above mentioned paragraph, are the must-have skills for anyone in
the field of Marketing and Sales, the project period was a good experience and a good stepping
stone into the real business world.

5.3 Suggestions:

 The company must concentrate on creating awareness for Limca, Sprite and Minute maid
which are not preferred by consumers as a prefer more familiar brands Coca Cola and
Maaza
 The taste of Minute maid products was perceived to be poor by consumers. Hence
company should consider improving the taste of all the variants of Minute maid.
 Most of the consumers said that all the Coca Cola products are not available in Grocery
shops. Hence company should focus on improving the distribution of products to these
outlets.
 As per the respondents opinion the advertisement of Coca Cola are not as attractive as
that of its competitor. So they need to make their advertisement more appealing to the
target buyers.

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BIBLIOGRAPHY

112
Bibliography:

 Philip Kotler and Kevin Keller, Marketing Management, Pearson Education, 14th edition
(2012).
 Kahneman, American Psychologist. Pg: 58, 697 – 720. (2003)
 Jackson, T, A report to the Consumer Behavior Research, (2005).
 Cialdini, R. B. and Goldstein, N. J, Review of Consumer Behavior. Pg: 55, 591 – 621.
(2004)
 McKenzie-Mohr, D, American Psychologist. Pg: 55, 531 – 537 (2000)
 Stephen Daniells, Soft drink Quality and Preference, Vol 19, Issue 8, Pg: 719-726 (2008)
 Beverly J. Tepper, Journal of Soft drinks and Technology (1998)
 Kent Huffman, Advertisement and Public Relation Research, (2007)
 Tanner Okun, Consumer Behavior: Insight, (1990)
 Schmitt, Advertisement Promotion, (1999)
 Rick Suttle, Consumer Behavior and Managerial decision making, (2009)
 Friedman, Marketing Management, (1995)

Websites:

 www.coca-colaindia.com
 www.manufacturingdrinks.com
 www.inventors.about.com

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APPENDICES

114
Questionnaire:

1. Reason for shopping

a. Monthly purchase
b. Weekly purchase
c. Daily purchase

2. What kind of purchase is it usually?

a. Planned purchase
b. Impulse purchase

3. Do you buy soft drinks for:

a. Family use
b. Parties
c. Office use

4. Which of the following soft drinks do you consume?

Cola drinks Orange drinks Lemon drinks Mango drinks

Others (Please specify) ____________________

5. What do you look for when you buy a soft drink?

a. Brand
b. Taste
c. Offer

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6. Specify your preferences for the following brands in each category from
1 to 5

1-Most preferred brand ------------------------------------------5-Least preferred brand

Cola Ranking Orange Ranking Lemon Ranking Mango Ranking
Coca Cola Fanta Limca Maaza
Thums Up Mirinda Sprite Slice
7up Delmonte 7up Frooti
Nimbooz
Pepsi Mountain Maa
dew
Glucovita Duke's
lime Mangola

Others (Please specify) __________________

7. What is your view on taste of all the Coca cola products?

Very good Good Neutral Bad Very Bad

Coca cola
Fanta
Sprite
Thums Up
Limca
Minute maid pulpy
orange
Minute maid mixed
fruit
Maaza

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8. Specify your buying pattern: (Tick only one)

Occasions
Festivals
Parties
Offers
No specific reason

`Others (specify) ______________

9. How much quantity do you purchase for the particular occasion?

a. Below 5litres
b. 5-10litres
c. 11-15litres
d. More than 15litres

10. Where do you purchase the soft drinks?

a. Super markets
b. Retail shop
c. Bakery
d. Others ____________

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11. Why do you prefer Coca cola products?

Rank according to your opinion:

1- Most preferred reason------------5- Least preferred reason

Quality * Price Advertisement Brand Circle of

name friends**
Coca cola
Fanta
Sprite
Thums Up
Limca
Minute maid pulpy
orange
Minute maid mixed
fruit
Maaza

* By Quality we mean the taste

* Circle of friends implies that you prefer the product as a result of friends and
family consuming it.

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12. How do you view the price of Coca cola products?

Highly Satisfied Neutral Dissatisfied Highly

satisfied Dissatisfied
Coca Cola
Fanta
Sprite
Thums Up
Limca
Minute maid Pulpy
orange
Minute maid Mixed
fruit
Maaza

13. What is your view on the mass-media advertisements of Coca cola?

a. Very good
b. Good
c. Neutral
d. Bad
e. Very bad

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14. Which cola drinks advertisement attracts you most? (Tick only one)

Coca cola
Sprite
Thums Up
7up
Pepsi

Others (specify) ______________

Reason for like: _________________________________

Reason for dislike: _______________________________

15. Which fruit drinks advertisement attracts you most? (Tick only one)

Minute maid Pulpy orange

Minute maid Mixed fruit
Maaza
Slice
Frooti

Others (specify) _________________

Reason for like: __________________________________________________

Reason for dislike: ________________________________________________

16. Have you decided to purchase Coca cola product after watching advertisement?

a. Yes b. No

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17. Please write your suggestions/ feedback on brand Coke:

18. Which of celebrities endorsing Coca cola products do you like?

Rate according to your opinion: 5= Like most

4= Like
3= Neutral
2= Dislike
1= Dislike most

Celebrities 5 4 3 2 1
Aamir Khan
Vijay
Katrina Kaif
Salman Khan
Kareena
Kapoor

19. Personal Information:

Name:

Gender:

a. Male b. Female

Age:

a. 15-20 years
b. 21-25 years
c. 26-30 years
d. 31-40 years
e. 40 years and above

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Occupation:

a. Professional
b. Businessman
c. Student
d. House wife

Income:

a. Below Rs.5000
b. Rs. 5001-15000
c. Rs. 15001-30000
d. Rs. 30001-45000
e. Above Rs. 45000

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