A STUDY ON CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS

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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 ofBharathiar 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: [email protected]

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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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 partialfulfillment 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.SENTHILVELKUMARand 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, Chennaifor 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.PALANISWAMYfor his all support and guidance in data

analysis and drawing inferences.


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LIST OF TABLES

TABLE NO TITLE PAGE NO

4.1 REASON FOR SHOPPING 36

4.2 NATURE OF PURCHASE 374.3 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

COMPARISON

51

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



4.12.8 MAAZA 79

4.12.9 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A

COMPARISON

80

4.13 OPINION ON COCA COLAS 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

COLA PRODUCTS

84

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 904.18 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

NO

TITLE PAGE 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 424.7.1 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-

COCA COLA

56

4.11.2 FANTA 58

4.11.3 SPRITE 60

4.11.4 THUMS UP 62

4.11.5 LIMCA 64



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4.11.8 MAAZA 70

4.11.9 INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS- A

COMPARISON

71

4.12.1 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- COCA

COLA

72

4.12.2 FANTA 73

4.12.3 SPRITE 74

4.12.4 THUMSUP 75

4.12.5 LIMCA 76



4.12.8 MAAZA 79

4.12.9 SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A

COMPARISON

80

4.13 OPINION ON COCA COLAS 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 914.19 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 Priestleyinvented carbonated water in the year 1767 in England. Soft drink has

become worlds 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 worldssmost 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 customersbuying 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 carbonatedwater (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 Airin 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 generatingapparatus 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 addherbs 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 byWilliam 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!

Corporacin Jos 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 Per 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 hottestsegment 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 Cokes acquisitions

involving Glaceaus 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


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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 billionwhich 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


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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 andpreserve 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.


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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



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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



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



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".


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Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml



Maaza:

It was introduced in the year 1970. Universally loved for its taste, color, thickness and

wholesome properties. Maaza is the mango lovers 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


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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 Companysmost 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


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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.


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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.


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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 logos

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.


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REVIEW OF LITERATURE


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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)


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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 firms productposition 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 todays 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)


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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)


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2.2 Literature Review:

Brand preference in soft drinks sector:

William R. George (1999) revealspurpose 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 andcolour 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.
http://www.foodnavigator.com/content/search?SearchText=flavourhttp://www.foodnavigator.com/content/search?SearchText=colourhttp://www.foodnavigator.com/content/search?SearchText=colourhttp://www.foodnavigator.com/content/search?SearchText=flavour


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RESEARCH METHODOLOGY


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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


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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


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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 items

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


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Garrett ranking:

100(R-0.5)

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

N

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 Garretts 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.


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ANALYSIS AND INTERPRETATION


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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.


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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

47.3% 48%

4.7%

Monthly purchase Weekly Purchase Daily purchase

0%

10%

20%

30%

40%

50%

60%

Reason for shopping


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4.2 Nature of Purchase

Table 4.2


1 Planned purchase 133 88.72 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

88.7%

11.3%

Nature of purchase

Planned purchase

Impulse purchase


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4.3 Use of Soft drinks

Table 4.3


1 Family use 133 88.72 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

88.7%

11.3%

Family use

Parties

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

Use of Soft drinks


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4.4 Consumption of Soft drinks

Table 4.4

S. No Opinion No of Respondents

1 Cola drinks 1062 Mango drinks 100

Total 206

Interpretation:

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

drinks.

Chart 4.4

106

100

97

98

99

100

101

102

103

104

105

106

107

Cola drinks Mango drinks

Consumption of soft drinks


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4.5 Influence on purchase

Table 4.5

S. No Opinion No of Respondents Percentage

1 Brand 13 8.72 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

8.7%

52.7%

38.6%

Brand Taste Offer

0%

10%

20%

30%

40%

50%

60%

Influence on purchase


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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

3.73

1.13

1.88

3.28

0

0.5

1

1.5

2

2.5

3

3.5

4

Coca Cola Thums Up 7up Pepsi

Preference of Cola drinks


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4.6.2 Mango drinks

Table 4.6.2

S. No Opinion Mean values

1 Maaza 4.42 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

4.4 4.53

3.01

2.01

1.05

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Maaza Slice Frooti Maa Mangola

Prefernces of Mangodrinks


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4.7: Perception on Taste

4.7.1 Coca Cola

Table 4.7.1


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

56.7%

43.3%

0%

10%

20%

30%

40%

50%

60%

Very good Good

Coca Cola


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4.7.2 Perception on Taste- Fanta

Table 4.7.2


1 Very good 64 42.72 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

42.7%

56%

1.3%0%

10%

20%

30%

40%

50%

60%

Very good Good Neutral

Fanta


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4.7.3 Perception on Taste- Sprite

Table 4.7.3


1 Very good 27 182 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

18%

68%

14%

0%

10%

20%

30%

40%

50%

60%

70%

80%


Sprite


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4.7.4 Perception on Taste- Thums Up

Table 4.7.4


1 Very good 2 1.32 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

1.3%

30.7%

66%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Very good Good Neutral Bad

Thumsup


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4.7.5 Perception on Taste- Limca

Table 4.7.5


1 Very good 3 22 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

2%

22%

71%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%


Limca


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4.7.6 Perception on Taste - Minute maid pulpy orange

Table 4.7.6


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

2.7%

10%

30%

57.3%

0%

10%

20%

30%

40%

50%

60%

70%


Minute maid pulpy orange


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4.7.7 Perception on Taste- Minute maid mixed fruit

Table 4.7.7


1 Good 4 2.72 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

2.7%

13.3%

70%

14%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Good Neutral Bad Very bad

Minute maid mixed fruit


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4.7.8 Perception on TasteMaaza

Table 4.7.8


1 Very good 128 85.32 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

85.3%

13.3%

1.3%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Maaza


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4.7.9 Perception on taste of Coca Cola brands- A comparison

Table 4.7.9

S. No Opinion Mean values1 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

4.55

4.41

4.04

3.3

3.18

2.55

2.06

4.84

0 1 2 3 4 5 6

Coca Cola

Fanta

Sprite

Thums Up

Limca



Maaza

Consolidated chart for all sub brands of Coca cola for taste


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4.8 Buying pattern

Table 4.8

S. No Opinion No of Respondents Percentage1 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 timeof 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

1.3%

10.7%

86%

2%

Festivals Patries Offers No specific reason

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Buying pattern


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4.9 Quantity purchased

Table 4.9

S. No Opinion No of Respondents Percentage1 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

69.4%

29.3%

1.3%

Below 5 litres

5-10 litres

11-15 litres

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

Quantity purchased


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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

FXF

175

--

9450

983920

421050 5495

V

PriceF

XF--

10600

1286400

9360

375 7435

II

AdvertisementX

XF--

643840

5250

261040

551375 6505

IV

Brand NameX

XF175

764560

7350

17680

491225 6890

III

Circle of friendsX

XF148

111001

601

50--

-- 11210

I

Interpretation:

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


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Influence on the preference of Coca Cola products- Coca Cola

Chart 4.11.1

5495

74356505 6890

11210

0

2000

4000

6000

8000

10000

12000

Taste Price Advertisement Brand name Circle of friends

Coca Cola


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4.11.2 Fanta

Table 4.11.2


Score X 75 60 50 40 25

Taste

FXF

--

2120

261300

1134520

9225 6165

IV

PriceF

XF2

15090

540035

175020800

375 8175

II

AdvertisementX

XF175

281680

351750

9360

771925 5790

V

Brand NameX

XF2

15028

168055

27508

32057

1425 6325III

Circle of friendsX

XF

146

10950

1

60

-

-

1

40

2

50 11100

I

Interpretation:

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


72/122

72

Influence on the preference of Coca Cola products- Fanta

Chart 4.11.2

02000

4000

6000

8000

10000

12000

6165

8175

5790 6325

11100

Fanta


73/122

73

4.11.3 Sprite

Table 4.11.3


Score X 75 60 50 40 25

Taste

FXF

--

160

633150

813240

5125 6575

IV

PriceF

XF--

422520

603000

411640

7175 7335

II

AdvertisementX

XF2

15066

396017850

14560

511275 6795

III

Brand NameX

XF2

15040

24009

45015600

842100 5700

V

Circle of friendsX

XF

147

11025

1

60

1

50

-

-

1

25 11160

I

Interpretation:

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


74/122

74

Influence on the preference of Coca Cola products- Sprite

Chart 4.11.3

65757335

67955700

11160

0

2000

4000

6000

8000

10000

12000


Sprite


75/122

75

4.11.4 Thums Up

Table 4.11.4


Score X 75 60 50 40 25

Taste

FXF

--

15900

1306500

3120

250 7570

II

PriceF

XF175

694140

15750

612440

4100 7505

III

AdvertisementX

XF2

15031

18601

5042

168074

1850 5590V

Brand NameX

XF2

15032

19204

20043

172069

1725 5715IV

Circle of friendsX

XF

147

11025

2

150

1

50

-

-

-

- 11195

I

Interpretation:

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


76/122

76

Influence on the preference of Coca Cola products- Thums Up

Chart 4.11.4

7570

7505

5590

5715

11195

0 2000 4000 6000 8000 10000 12000

Taste

Price

Advertisement

Brand name

Circle of friends

Thums Up


77/122

77

4.11.5 Limca

Table 4.11.5


Score X 75 60 50 40 25

Taste

FXF

--

171020

1145700

17680

250 7450 II

PriceF

XF--

553300

231150

602400

12300 7150

III

AdvertisementX

XF175

301800

6300

421680

711775 5630

V

Brand NameX

XF2

15044

26406

30034

136064

1600 6050IV

Circle of friends

XXF

14811100

160

--

--

125 11185

I

Interpretation:

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


78/122

78

Influence on the preference of Coca Cola products- Limca

Chart 4.11.5

02000

4000

6000

8000

10000

12000

7450 71505630 6050

11185

Limca


79/122

79

4.11.6 Minute maid pulpy orange

Table 4.11.6


Score X 75 60 50 40 25

Taste

FXF

--

4240

1396950

280

5125 7395

III

Price

FXF

175

--

2100

1074280

401000 5455

IV

AdvertisementX

XF142

106504

2404

200--

-- 11090 I

Brand NameX

XF5

3751368160

5250

140

375 8900

II

Circle of friends

XXF

2150

5300

--

411640

1022550 4640

V

Interpretation:

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


80/122

80

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

Chart 4.11.6

7395

5455

11090

8900

4640

0

2000

4000

6000

8000

10000

12000




81/122

81

4.11.7 Minute maid mixed fruit

Table 4.11.7


Score X 75 60 50 40 25

Taste

FXF

175

1287680

16800

3120

250 8725

II

PriceF

XF175

160

5250

502000

932325 4710

V

AdvertisementX

XF141

105753

1803

1503

120-- 11025

I

Brand NameX

XF4

30017

10201246200

280

375 7675

III

Circle of friendsX

XF

3

225

4

240

-

-

90

3600

53

1325 5390

IV

Interpretation:

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


82/122

82

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

Chart 4.11.7

8725

4710

11025

7675

5390

0 2000 4000 6000 8000 10000 12000

Taste

Price

Advertisement

Brand name

Circle of friends



83/122

83

4.11.8 Maaza

Table 4.11.8


Score X 75 60 50 40 25

Taste

FXF

--

160

2100

562240

912275 4675

V

Price

FXF

2150

2120

1407000

6240

-- 7510

II

AdvertisementX

XF175

814860

5250

391560

24600 7345

III

Brand NameX

XF2

15062

37204

20047

188035875 6825

IV

Circle of friendsX

XF146

109503

180--

140

-- 11170

I

Interpretation:

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


84/122

84

Influence on the preference of Coca Cola products- Maaza

Chart 4.11.8

02000

4000

6000

8000

10000

12000

4675

7510 7345 6825

11170

Maaza


85/122

85

Influence on the preference of Coca cola products- A comparison

Chart 4.11.9

0

2000

4000

6000

8000

10000

12000

CocaCola

Fanta Sprite ThumsUp

Limca Minutemaid

pulpyorange

Minutemaidmixedfruit

Maaza

Taste

Price

Advertisement

Brand name

Circle of friends


86/122

86

4.12: Satisfaction on the price of Coca Cola products

4.12.1 Coca Cola

Table 4.12.1


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

0%

10%

20%

30%

40%

50%

60%

Highly satisfied Satisfied Neutral

56.7%

41.3%

2%

Price of Coca cola


87/122

87

4.12.2 Satisfaction on the price- Fanta

Table 4.12.2


1 Highly satisfied 66 442 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

0%

10%

20%

30%

40%

50%

60%


44%

53%

3%

Price of Fanta


88/122

88

4.12.3 Satisfaction on the price- Sprite

Table 4.12.3


1 Highly satisfied 21 142 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

14%

68.7%

17.3%

0%

10%

20%

30%

40%

50%

60%

70%

80%


Price of sprite


89/122

89

4.12.4 Satisfaction on the price- Thums Up

Table 4.12.4


1 Highly satisfied 49 32.72 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

0%

10%

20%

30%

40%

50%

60%

70%

Highly satisfied Satisfied Dissatisfied

32.2%

63.3%

4%

Price of Thums Up


90/122

90

4.12.5 Satisfaction on the price- Limca

Table 4.12.5

S No Opinion No of Respondents Percentage


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

1.3%

14.7%

80%

4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Highlysatisfied

Satisfied Neutral Dissatisfied

Price of Limca


91/122

91

4.12.6 Satisfaction on the price- Minute maid pulpy orange

Table 4.12.6

S No Opinion No of Respondents Percentage1 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

0%

5%

10%

15%

20%

25%

30%

35%

40%

Highlysatisfied

Satisfied Neutral Dissatisfied Highlydissatisfied

15.3%

28%

19.3%

36%

1.3%


92/122

92

4.12.7 Satisfaction on the price- Minute maid mixed fruit

Table 4.12.7



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

4.7%7.3%

30%

38%

20%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Price of Minute maidmixed fruit


93/122

93

4.12.8 Satisfaction on the price- Maaza

Table 4.12.8



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

0%

10%

20%

30%

40%

50%

60%70%

80%

90%

Highly satisfied Satisfied

80.7%

19.3%

Price of Maaza


94/122

94

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 4.542 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

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Coca cola

Fanta

Sprite

Thums Up

Limca



Maaza

4.54

4.4

3.96

4.24

3.12

3.2

2.38

4.8


95/122

95

4.13 Opinion on Coca Colas mass media advertisement

Table 4.13

S No Opinion No of Respondents Percentage1 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

36%

61.3%

2.7%


0%

10%

20%

30%

40%

50%

60%

70%

Opinion on Coca-cola's advertisement


96/122

96

4.14 The most attractive Cola drinks advertisement

Table 4.14

S No Opinion No of Respondents Percentage1 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

75.3%

3.3%

21.4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Coca cola Thums Up Pepsi

Cola drinks advertisement


97/122

97

4.15 The most attractive Fruit drinks advertisement

Table 4.15

S No Opinion No of Respondents Percentage1 Minute maid pulpy

orange2 1.3

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

.

0%

10%

20%

30%

40%

50%

60%

70%

80%

Minutemaid pulpy

orange

Maaza Slice Frooti

1.3%

21.3%

76%

1.3%

Friut drinks ad


98/122

98

4.16 Influence of advertisement in the purchase of Coca Cola products

Table 4.16

S No Opinion No of Respondents Percentage1 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

70.7%

29.3%

Yes No

0%

10%

20%

30%

40%

50%

60%

70%

80%

Influence of advertisement


99/122

99

4.17: Celebrities Endorsement liked most

4.17.1 AamirKhan

Table 4.17.1S 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 Colaproducts, 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

0%

10%

20%

30%

40%

50%

60%

Like most Like Neutral Dislike

34.7%

54.7%

9.3%

1.3%

AamirKhan


100/122

100

4.17.2 Celebrities Endorsement liked most- Vijay

Table 4.17.2

S No Opinion No of Respondents Percentage1 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 endor

A STUDY ON CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS

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Transcript of A STUDY ON CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS