Ali Wada.docx

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List of Exhibit

Exhibit No. Name Of Exhibit Page No.

1 Comparison between Coke and Pepsi……………………

2 Income Statement of Pepsi………………………………

3 Brand Preferences………………………………………

4 Consumption Patterns……………………………………

5 Interview Protocol………………………………………

6 Interview findings………………………………………

7 Retailer’s questionnaire…………………………………

8 Consumer’s questionnaire………………………………

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List of tables

Table No. Description Page No.1 Demographic Analysis (Interviews)…………….…………………… 212 Stocked Brand……………………………………………………….. 22

3 Reason to stock a Brand……………………………………………. 224 Preferred Brand to stock……………………………………………… 235 Reason To stock a Preferred brand…………………………………… 236 Reason to Buy from a particular brand………………………………… 247 Desire for Financial Benefits…………………………………………… 258 Desire for Non Financial Benefits…………………………………… 269 POP effect on sales Volume…………………………………………… 2610 Reaction of customer…………………………………………………. 2811 Demographic Analysis (Retailer)……………………………………… 2912 Brand wise Analysis……..…………………………………………….. 4613 Most Selling Pack of Cola……….…………………………………… 5214 Frequencies……………………………………………………………15 Brand wise benefits………………………………………………………16 Current Brand benefits………………………….………………………17 Desirable Benefits………………………………………………………18 Trade Type vs. Mostly Stock Brand……………………………………19 Density vs. Mostly Stock Brand………………………………………20 Brand vs. Reason to stock Brand………………………………………21 Trade Type vs. Customer Reaction……………………………………22 Desirable Benefit vs. Trade type………………………………………23 Density vs. Desirable Benefit…………………………………………24 Demographic Analysis (Consumer)……………………………………25 Frequencies………………………………………………………26 Factors of Taste………………………………………………………27 Desirable Benefits……………………………………………………28 Location vs. Consumption Behavior…………………………………29 Location vs. Consumption Pattern per week…………………………30 Location vs. Brand preferences………………………………………31 Location vs. Consumer Preferences……………………………………32 Location vs. Pack of Cola drink………………………………………33 Location vs. Pack of Cola drink………………………………………34 Location vs. Sweeter Taste ……………………………………..……35 Location vs. Not like Sweeter Taste…………………………………

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Table of Contents1. Introduction..............................................................................................................................7

1.1. Soft Drink/Beverage Industry...........................................................................................7

1.2. PEPSI COLA History.......................................................................................................7

1.3. History of Pepsi in Pakistan..............................................................................................8

1.4. Founders of the Company.................................................................................................9

2. Nau-Bahar Bottling Company................................................................................................10

2.1. Coca Cola Company.......................................................................................................12

3. Introduction............................................................................................................................13

3.1. Significance of the study.................................................................................................13

3.2. Problem Statement..........................................................................................................13

3.3. Aim of study....................................................................................................................14

3.4. Research questions..........................................................................................................14

4. Literature review....................................................................................................................15

5. Qualitative Research Methodology........................................................................................17

5.1. Data Analysis..................................................................................................................19

6. Interview Findings..................................................................................................................20

7. Findings..................................................................................................................................24

8. Quantitative Research Methodology......................................................................................26

8.1. Sample size & sampling technique.................................................................................26

8.2. Population frame.............................................................................................................26

8.3. Unit analysis....................................................................................................................27

8.4. Type of study..................................................................................................................27

8.5. Instrument development..................................................................................................27

8.6. Data analysis techniques.................................................................................................28

9. Data Analysis (Retailer).........................................................................................................29

9.1. Demographic Analysis....................................................................................................29

9.2. Frequency analysis..........................................................................................................29

9.3. Descriptive analysis........................................................................................................32

9.3.1. Brand Wise Benefits................................................................................................32

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9.3.2. Current Brand Benefits............................................................................................33

9.3.3. Desirable benefits....................................................................................................34

9.4. Cross Tab........................................................................................................................35

9.4.1. Trade Type vs. Mostly Stock Brand........................................................................35

9.4.2. Density vs. Mostly Stock Brand..............................................................................35

9.4.3. Brand vs. reason to stock Brand..............................................................................36

9.4.4. Trade Type vs. Customer Reaction.........................................................................36

9.5. T-Test..............................................................................................................................37

9.5.1. Desirable Benefit vs. Trade type.............................................................................37

9.5.2. Density vs. Desirable Benefit..................................................................................37

10. Findings..............................................................................................................................38

11. Data Analysis (Consumer)..................................................................................................39

11.1. Demographic Analysis................................................................................................39

11.1.1. Location...............................................................................................................40

11.2. Frequency Analysis.....................................................................................................41

11.3. Descriptive Analysis....................................................................................................44

11.3.1. Brand wise comparison for taste..........................................................................44

11.4. Cross Tab.....................................................................................................................46

11.4.1. Location vs. Consumption Behavior....................................................................46

11.4.2. Location vs. Consumption Pattern per week.......................................................47

11.4.3. Location vs. Brand preferences............................................................................49

11.4.4. Location vs. Consumer Preferences.....................................................................50

11.4.5. Location vs. Pack of Cola drink...........................................................................52

11.4.6. Location vs. Impulse Buying...............................................................................53

11.4.7. Location vs. Sweeter Taste..................................................................................54

11.4.8. Location vs. Not like Sweeter Taste....................................................................55

12. Findings..............................................................................................................................56

13. Conclusion..........................................................................................................................58

14. Recommendations...............................................................................................................61

15. Implications........................................................................................................................62

16. Limitations and Future Research........................................................................................62

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17. Exhibits...............................................................................................................................63

18. References...........................................................................................................................75

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Abstract

Brand Image and preferences of Pepsi VS Coke is the current phenomenon that is explored by this study. The aim of this marketing research is to know the consumption pattern and preferences on the base of segmentation of consumers as well as on retailer side. There were also other factors that were investigated in this study such as consumption pattern of consumers, consumer preferences, impulse buying, mode of advertisement, Point of purchase material and taste, availability, accessibility etc. The data was collected from 500 consumers, 200 retailers and in depth retailer interviews were done to know how of the study. The data was collected from Different areas of Gujranwala, Sialkot and Noshera Virkan. There were different statistical tools applied in SPSS such as descriptive analysis, frequencies, T- Test and Cross tabulation. This study is also helpful for managers to know the market trends and can improve the rank of Pepsi brand in market and managers can formulate the strategies on the basis this information.

Keywords: Consumption patterns, brand preferences, desirable benefits for retailers, Effective mode of advertisement for Cola drink.

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1. Introduction1.1. Soft Drink/Beverage Industry

The soft drink/beverage industry is conquered by two major competitors, PepsiCo and Coca-

Cola. The industry is highly profitable, with an average return on assets rate of 14.70%, which is

much higher than average return on assets rate for S&P 500 companies of roughly 7.00%. Both

PepsiCo and Coca-Cola had large market shares, dominated distribution channels, well-

established brand names and consumer loyalty. And both companies possess their own secrete

formulas. All of these serve as entry barriers that make it very difficult for a new company to

enter soft drink/beverage industry. These high entry barriers also protect the profitability of the

industry.

1.2. PEPSI COLA History

Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a

pharmacist and drugstore owner in New Bern, North Carolina. In the late1890's, he made syrup

with Coca and Kola. By mixing this syrup with carbonated water, he produced a very

pleasing beverage that not only tasted good but also made his customers and friends feel good.

He promoted it as a cure of dyspepsia (indigestion). Initially called Brads Drink by his local

friends; the drink was formally titled PEPSI COLA in 1898. Pepsi is relative to the young

generation, with brands that are almost 100 years old. This company spans almost every area of

the junk food market, which includes products in the beverages, snack and the fast food

restaurant fields. Their brands and their talented staff are their weapons of success.

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1.3. History of Pepsi in Pakistan

The market in Pakistan is surely dominated by Pepsi. It has proven itself to be the No.1 soft drink

in Pakistan. Now days Pepsi is recognized as Pakistanis National drink. In 1971, first plant of

Pepsi was constructed in Multan, and from there after Pepsi is going higher and higher. Pepsi is

the choice soft drink of every one. It is consumed by all age groups because of its distinctive

taste. Compared with other Cola in the market, it is a bit sweeter and it contributes greatly to its

liking by all. Consumer's survey results explain the same outcome and Pepsi has been declared as

the most wanted soft drink of Pakistan.

Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized brand. Coke's basic

strength is its brand name. But Pepsi with its aggressive marketing planning and quick

diversification in creating and promoting new ideas and product packaging, is successfully

maintaining is No.1 position in Pakistan.

When Pepsi was introduced in Pakistan, it faced fierce competition with 7up, lemon and lime

drinks, which was established during 1968, in Multan. Pepsi introduced its lemon and lime,

"Teem" to compete with 7up. It successfully, after some years, took over 7up, and this enhanced

Pepsi's profits and market share.

Pepsi is operating in Pakistan, through its 12 bottlers all over Pakistan. These bottlers are Pepsi's

strength. Pepsi has given franchise to these bottlers. Bottlers, produce, distribute and help in

promoting the brand. Pepsi also launched its fast food chain KFC i.e. “Kentucky Fried Chicken”.

Pepsi has a good name in Pakistan and doing its business through franchising system. Pepsi has

developed the following 10 franchisers in Pakistan

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Karachi

Lahore

Multan

Faisalabad

Gujranwala

Peshawar

Islamabad

Sukkhar

Hyderabad

Quetta

1.4. Founders of the Company

The company was initially owned by late Nawab Saddiq Hussain Qureshi & family till 1989.

The Pepsi International franchise declared the management incompetent, thus, the company was

handed over to a new set of personnel. The factory set up was reorganized & reestablished with

expansion in various sectors. The Pepsi International did this by offering it to Mr. Jehangir

Tareen, who formed up his new team. Mr. Jehangir Tareen is Nephew of General (late) Akhtar

AbdurRehman.

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2. Nau-Bahar Bottling CompanyNau-Bahar Bottling Company establishes in 1971 and from 1974-79 Nau-Bahar Bottling

Company was producing the Coca Cola products. In 1980 Nau-Bahar Bottling Company achieve

the licenses of Pepsi and in May 27, 1981 its start the production of the Pepsi, in the same year

Nau-Bahar Bottling Company achieve the ISO 9002 certification. And its unit productions

capacity is 100000 cases per day with 5 manufacturing plants. The Area allotted to it, was

Gujranwala Franchise. The franchise area consists of the following nine districts.

Gujranwala

Gujrat

Hafizabad

Mandi bhaudin

Jehlum

Sialkot

Narowal

Sheikhupura

Chakwal

The company sells its product under seven brand names:

Pepsi cola

Miranda

Orange

Teem

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Lemon lime

7up

Mountain dew

7up diet

Pepsi diet

NBC operates through the well establish network of a number of distributers. NBC have 187

Distributers. The Company has two type of delivery system i.e.

Director delivery system

Indirect delivery system

The basic difference between the direct and the indirect delivery system is that in a direct

distribution system, the company spends its own resources while in an indirect distribution; the

dealer spends his own resources on all the factors which increases the sales volume:

Direct Delivery System

Manufacturer Retailers Customers

Indirect Delivery System

Manufacturers Distributor Retailers Customers

2.1. Coca Cola Company

The Coca-Cola Company believes our business has always been based on the trust consumers

everywhere place in us—trust that is earned by what we do as corporate citizen and by our

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ability to live our values as a commercial enterprise there is much in our world to celebrate,

refresh, strengthen and protect. Throughout actions as local citizens, we strive every day to

refresh the marketplace, enrich the workplace, preserve the environment and strengthen our

communities at the heart of our business is the trust consumers place in us. They rightly expect

that we are managing our business according to sound ethical principles, that we are enhancing

the health of our communities, and that we are using natural resource responsible.

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3. Introduction3.1. Significance of the study

The main objective of the companies is to survive and to gain profit. For this purpose companies

try to increase sale volume and Customer base. The sale will enhance if the brand is preferred

over other brands (Wu and Huberman 2007). The concept of branding shift from experience ,

benefits and other factors to sensory branding ( keller , Jacob ,3rd edition) in which branding is

based on the senses.Consumer prefers that brand whose brand image helps to differentiate the

brand from others (Wu and Huberman 2007). It is very important for the companies to know

where it stands in the mind of the consumers and how this image can change in the minds of the

consumer and what is happening with the competitive products. This study helps the Pepsi to

know about the market insights related to the preferences and the consumption patterns of the

cola black segments. This study also helps the Pepsi in making strategies for future

advertisements modes, to decide the benefits for the retailers, which type of trade needs which

type of benefits all these things are the part of strategic decisions.

3.2. Problem Statement

Coca cola is a leading brand of cola drink while the sales of Pepsi were stagnant for many years

(Barbara Murray, 2006) (Exhibit 1, 2). Consumers consider Pepsi to be a sincere and competent

(Kinjal Gandhi, 2014) and Coca Cola is considered to be young and trendy (Kinjal Gandhi,

2014).Coca-Cola has the image of an intelligent and imaginative marketer (Kinjal Gandhi,

2014).Coke and Pepsi both are nearly identical in chemical composition (Jean Pierre H. Dube,

2012).yet consumers routinely display strong preferences and Image for one or other (Samuel M.

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Mcclure, 2004). “The purpose of this study is to identify the reasons of slow growth,

consumption patterns and brand Preferences of black cola drink segment”.

3.3. Aim of study

This study is contributes towards the strategic decision making for the Pepsi and to explore the

phenomenon of brand image and preferences of Pepsi vs. coke because in this study we want to

explore what factors influence brand image and preferences of Pepsi vs. coke because consumers

make decision for purchasing on the basis of strong preferences of those factors that help for

brand image and Brand preferences. This study also check the retailers responses towards

selection criteria for a specific Cola brand , which things or benefits motivates retailers to choose

a particular brand to stock , most selling and attractive packaging for consumer all are the part of

this Study. Retailers has a great influence in consumers purchase behavior ,so it is important to

side this side of demand to and our study done this objective effectively.

3.4. Research questions

What is the consumption pattern of Pepsi vs. Coca Cola

o Regular

o Festivals

o Social gathering

What are the factors that affect brand image and brand preference?

What are the brand preferences of Pepsi and coke in different demographic

segments?

What is the effective mode of advertisement for cola brands?

What are the consumption patterns of cola in different localities?

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4. Literature reviewBrand image regarding reputation and credibility of the brand that later became the “guidelines"

for the consumer audience to try or use a product or service (Wijaya ,2013). According to Aaker

(1991), consumers often buy products that have famous brand Name because they feel more

comfortable with things that are already known. Drezner (2002) revealed that consumers do not

react to reality but rather to what they perceive as reality. Brand image also allows the company

to develop a brand of products from one market to another market segment through brand

extension (Tauber, 1988; Aaker & Keller, 1990; Boush & Loken, 1991). Brand image refers to a

person’s general impression and devotion towards brand, so that consumers can express their

devotion towards brand through variety of thoughts and in different environmental setting e.g.

Consumers may express their preferences in social settings by actively defending and promoting

their brand as a superior to a particular competitive offering. In simple term it can be said that

brand image is actually what consumers think and feel when they heard or saw a brand identity.

(Wijaya ,2013). Brand image is considered as the accumulation of specific attributes which are

the result of intensive interface between products, brands, and consumers (including knowledge,

feelings, and attitudes toward the brand) that is synthesized in personal memory. So that loyal

users of a brand derive an important component of meaning of the brand from their perceptions

of competing brands.

Consumer preferences for brands reflect three responses: cognitive, affective and conative or

behavioural (Grimm, 2005). The cognitive components encompass the utilitarian beliefs of brand

elements (Bagozzi, 1978; Grimm, 2005: Zajonc and Markus, 1982). The affective responses

refer to the degree of liking or favouring that reflects consumer feelings towards the brand

(Grimm, 2005; Hsee et al., 2009; Zajonc and Markus, 1982; Zajonc, 1980). The conative or

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behavioural tendencies are denoted by Zajonc and Markus (1982) as the consumers’ predicted or

approached act towards the object.

Additionally, identifying patterns of consumer preference across the population and uncovering

consumer heterogeneity is vital for designing and developing innovative marketing strategies

(Russell and Kamakura, 1997), and efficient market segmentation strategies (Horsky et al.,

2006). It is important for marketers to know how consumers trade-off between different brands

before making their choices. Since the brand preference has direct influence on consumer

purchasing decisions, then segmenting the market based on brand preference is more

interpretable and managerially useful than using the desired brand attributes (O’Connor and

Sullivan 1995).

Preferences refer to certain characteristics any consumer wants to have in particular brand to

make it preferable to him. So that, Consumers prefers variety of attributes in soft drink industry

such as Taste of the product, Brand loyalty, Price, Product innovation, Health issues, Brand

image, Global expansion, Shelf space, Changing trends, Brand loyalty, Expansion of product

line, Advertising campaigns, Well recognized brand name, Distribution network, Durability of

product, Refreshment on Celebration, Reliability, Cleanliness, Availability, Relaxation (Exhibit

3). These all factors are important for preferences of consumers because they can come towards

decision making process if they have preferences in their minds.

The main reasons or factors that influence consumption pattern in soft drink industry includes

Rising purchasing power, increased information and technology, high value consumption, highly

dynamic competition, increase literacy level, increasing exposure to media, innovative ideas,

Brand value, Changing Income level, Change in life style, Status consciousness, Health

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consciousness, occasions, awareness level, consumer loyalty, parental influence, social

gathering, need base etc (Exhibit 4).

Pepsi and coke are chemical composition, yet customers have their preferences for one and other.

This observation generates important question how cultural messages and contents change our

preferences. In this regard Baylor College of Medicine held blind test in which people have

differentiate both of them. In blind taste test most people preferred Pepsi and Pepsi was

associated with a higher level of activity in an area of the brain known as the ventral putamen

which helps us evaluate different flavors. This prefrontal activity represented the higher-thinking

functions of the brain associating the soda with brand image and preferences of coke as compare

to Pepsi.

Consumers said Pepsi is sweeter than coke, citrusy flavor burst and Pepsi has slightly more

sugar, calories and caffeine. As compare to Pepsi coke has slightly more sodium and aisiny-

vanilla taste. People preferences toward Pepsi Vs coke includes Advertisement, Brand image,

Availability in market, Product taste, Innovation, Packaging, Distribution channel, Promotions,

High quality, suitable brand name, good reputation, Shelf placement, Product range, brand

knowledge, Strong brand identity, Competitive price, Extensive distribution, Effective customer

awareness, Wide range of product choices, Effective bottlers, sales and marketing, Consumer

attachment, brand loyalty, Taste, Brand visibility etc.

5. Qualitative Research MethodologyFirstly in the project, data is collected through interview of the person who deals or make

purchase contract with Cola representative. The purpose of interview is to know the possible

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answers to develop the scale of questionnaire. Sample size for this was 20 retailers. We

conducted interviews as a group and due to data saturation we consider only 20 interviews in our

research.We have collected data from Gujranwala, Sialkot and Nowshera Virkan by using

purposive sampling technique. This technique is useful for a situation where you need to reach a

targeted sample quickly and where sampling for proportionately is not the primary concern.

Interview protocol (Exhibit 5) of this study was self developed with the help of academic and

industry Expert, consisted of 25 Questions other than personal profile and we have conducted the

semi structured interviews. The length of each interview is about one hour and the language of

interviews was Urdu than we have translated all the findings in Eng0lish, after getting the data

we identified the factors and put it in the excel sheet and analyze the data through Frequency

Analysis(Exhibit 6)

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5.1. Data Analysis

Demographic Analysis

Table #1

Category Details Frequency Category Details Frequency

Area Satellite Town 5 Trade Type Modern 10

Model Town 3 Traditional 10

Popular Nursery 4 Sales volume Less than 400,000 10

DC Road 2 400,000-800,000 5

Sialkot 2 800,001-12,00,000 3

Munir Chowk 1 12,00,001-16,00,000 2

Noshera Virkan 3

The interviews of retailers has been done for this study to know the in depth analysis and to

know the trend of market. The sample selection was based on the above mentioned variables. We

have to cover all areas of Gujranwala Sialkot and Noshera. We also have to divide our research

on two main streams i.e. modern trade and traditional trade. In modern trade all high end stores ,

bakers who’s target market is upper middle class and upper class and the traditional trade is the

pan shops , general stores and corner shops who’s target market is lower middle and middle

class.

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6. Interview FindingsThese are following the interview findings of interview

Table #2

Stocked Brands

Brands FrequencyPepsi 16Coke 20Gourmet 6Suffi 1The entire retailer has the coke in their portfolio and the 16 retailers have Pepsi in their stock out

of 20 interviews. This shows that retailers stock more than one brand for sale purpose. They do

not stick with one brand.

Table # 3

Reasons to stock Particular brand

Factors FrequencyConsumer makes demand of that brand 12

It contains sufficient water 5

Customer demand’s CO2 (Gas) factor in Cola 1

Generate more Profitability 1

Company offers heavy discounts 2

Quality of cola is best 1

Want to increase the Sale of cola 1

Most of the retailer said that they stock a particular cola brand if the brand has demand among

the consumers. 12 retailers said the same thing that they prefer that to stock which is demanded

by the consumers.

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Table # 4

Preferred Brand to Stock

Brands Frequency

Gourmet 2

Coke 11

Pepsi 14

According to the interviews Pepsi is more preferable brand among retailers to stock in the black

segment of the cola drink.

Table # 5

Reason of Preferred Stock

Factors Frequency

Gourmet due to high margin 3

Cheapest rate of Gourmet 3

High discount of Pepsi 6

Coke give more benefits 7

System of coke is computerized 4

System of Pepsi is manual 4

Good deal 2

Pepsi gives more benefits 8

From the previous table it is show that the preferable brand is Pepsi among the retailers. This

table shows the reasons why a particular brand is preferred over the other brands. The main

reason of preferences is the benefits offered by the Pepsi to the consumer i.e. discounts, margins

and other financial benefits.

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Table # 6

Reasons to buy from particular Shop

Factors Frequency

Have Cola sale experience 3

Store Name 3

Quality of products is best 7

Customers came for shopping they also buy Coke 4

Low price 1

Cola available at convenience 5

Availability of brand 6

This table shows that why consumer choose a particular shop for purchase of cola. Either the

shop image or other factors related to the outlet matters in the purchase of cola among the

consumers. The store’s image regarding the quality of the products they provide for different

products effects the purchase decision of the consumer and availability of the brands on the shop

is also the reason to choose a particular shop.

Table # 7

Desirability of financial benefits

Factors Frequency

Discount Offers are valuable 14

Give more margins 3

Rebate or Rent 1

Printing charges , fluxes and visiting cards 1

Free bottles 1

Per pet discount 1

Most preferable financial form of benefit for the retailers is Discount offers in form of cash.

They prefer to have discounts on purchase instead of other form of benefits.

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Table # 8

Non Financial benefits

Factors Frequency

Chillers 8

Rakes 2

Holdings 5

Refrigerator 5

Banners 4

Marketing Material 10

Repair of Shop 1

Boards 2

Stickers 1

Paint 1

Shop decoration 1

Dinner in restaurants 1

Retailers differentiated benefits into two different forms i.e. financial benefits and nonfinancial

benefits. The previous table shows the preference of retailer among the financial benefits. They

define rebate, discounts and other form of deduction from the payment due. The non financial

benefits means the material provided for the shop or to increase the quality or image of the

particular cola brand. In non financial benefits retailers prefer to receive the marketing material

for their shop and brand of cola as well.

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Table #9

Point of Purchase effect the sales volume

Factors Frequency

Impulse buying effect the sales decision 5

Attractive for consumers 4

Accessible for consumers 6

Staff and Customer easily pick 4

Business volume 5

Reachable 1

Demand of brand increased 8

This table shows that either the point of purchase and placement of the brand impact the

consumer buying behavior. According to the results 8 retailers said that placement of the product

increases the demand for the particular brand. It also contributes towards the impulse buying of

the consumers.

Table #10

Required brand is not available what the reaction of customer is

Factors FrequencyDon’t lose customers 2Negative message to the consumers 3Customer Change his or her choice 7Rarely leave 7Convince customers to available one 6Reject brand against the choice 4Force customers for available brands 4Do not refer customers 4This section covers the loyalty of the consumer towards a particular brand when the preferred

cola is not available what the reaction of the consumer is. According to the retailer’s most of the

customer change their choice and so not leave the shop and retailer is able to convince the

customer to take available one.

7. Findings

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8. Quantitative Research Methodology8.1. Sample size & sampling technique

The sample size of our study was based on desired variables and their questions in the

questionnaire.

For Retailers we have used 200 sample size that is requirement of supervisor in the PEPSI. We

distributed 215 questionnaires out of which 15 were discarded due to incomplete information.

For Consumer we have used 500 sample size that is requirement of supervisor in the PEPSI.

We distributed 515 questionnaires out of which 15 were discarded due to incomplete

information. We have used Cluster sampling. Cluster sampling is a sampling technique used

when "natural" but relatively homogeneous groupings are evident in a statistical population. In

this technique, the total population is divided into different groups (or clusters) and a simple

random sample of the groups is selected. One version of cluster sampling is area

sampling or geographical cluster sampling. Cluster sampling is easy to implement and it is cost

effective.

8.2. Population frame

A retailer who is involve in dealing with Cola Representative from Sialkot, Gujranwala and

Nowshera Virkan is population of our study and we have conducted our study by dividing the

population into 2 groups;

Modern Trade Retailers

Traditional Trade Retailers

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And choosing the sample of this population, then apply the findings on whole population.

Consumers who consume Cola from Sialkot, Gujranwala and Nowshera Virkan is population

of our study and we have conducted our by choosing the sample of this population, then apply

the findings on whole population.

8.3. Unit analysis

Our unit of analysis was the individual for both consumers and retailers. In this study, we have

used questionnaire and interview protocol as a data collection tool therefore we can collect the

data.

8.4. Type of study

The study type is Descriptive. Descriptive study is used to describe characteristics of a

population or phenomenon being studied. It does not answer questions about how/when/why the

characteristics occurred. Rather it addresses the “what” question.

8.5. Instrument development

Our questionnaire was self developed and the measurement scale is different for all questions

and the scale is developed from interview findings. We conducted interviews by developing

interview protocol. The interview is developed on the requirement of the supervisor. To

accomplish these requirements we develop questionnaire (Exhibit 7 & 8) whose scale is develop

through interview with retailers.

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8.6. Data analysis techniques

For this study, we have done Demographic analysis to check the profile of our respondents ,

Descriptive Analysis to check the average responses and the spread among these responses , to

compare the categorical variables with the Demographic variable we apply Two sample t-test &

Chi Square. Descriptive analysis is done to check the mean and the standard deviation of the

data. Standard deviation expresses the deviation of the data from the mean. Chi square is use to

check the significant relationship between 2 variables. It is also use to know the respondent

average score and spread of data. For the whole analysis we use SPSS 19.00 software. We enter

whole responses in a single file on SPSS and apply all the tools on this software to get the

desired results and after that we paste these results on Microsoft word in APA style.

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9. Data Analysis (Retailer)9.1. Demographic Analysis

Table # 11

Category Details Frequency Category Details Frequency

Trade Type Modern 86 Sales Volume <400,000 99

Traditional 113 400,001-800,000 59

Density Urban 145 800,001-1200,000 29

Rural 57 1200,001-1600,000 7

>16 00,000 8

In our respondents we have greater no. of retailers from traditional trade i.e. 113 out of 202 and

retailers from urban areas are greater than the retailers from rural areas i.e. 145 and greater no. of

retailers from whom we collected data their sales volume is less than 400,000i.e. 99 and the 2nd

sales volume is 400,000-800,000 in this tier 55 retailers fall. The reason behind this tiled is , we

have greater no. of retailers from traditional trade.

9.2. Frequency analysis

Table # 12

Brand wise Analysis

Category Pepsi Coke Total

Stocked Brand 90 112 202

Highest selling brand 77 125 202

Give more benefits 113 89 202

Satisfaction from cola representative 104 98 202

Highest stock brand by the retailers is the coke and according to the analysis 125 retailers said

that the highest selling brand is Coke. However most of the retailer stoked coke and think that

coke is the highest selling brand but 113 retailers are also said that Pepsi offers them more

P a g e | 30

benefits than coke and 104 retailers are also satisfied with information or services provided by

the representative Pepsi Cola instead of Coca Cola.

Table # 13

Most Selling pack of Cola

Pack Pepsi Coke250 ml 95 46300 ml 11 3500 ml 33 181000 ml 25 191.5 liter 38 116

Above table shows the frequency of most selling pack of Cola according to the Brand. Pepsi has

more sales of 250 ml according to 95 retailers and the 2nd most popular pack of the Pepsi is 1.5

liter similarly coke has highest sales volume in 1.5 liter and 2nd highest sales in 250 ml.

P a g e | 31

Table # 14

Category Details frequency Category Details frequency

Reason to stock a cola brand

Demand 97 Reason to stock new Brand

Profitability 37

Quality 59 Sale volume 35Services 29 Business

Volume31

Delivery 13 demand 99Credit facility 4 Suggest Brand

to customersVery frequently 51

Representative Visit to Retailer

Twice a week 152 Frequently 37

Once a week 23 Occasionally 44Twice a month

12 Rarely 35

Once a month 15 Never 35

This table shows the frequencies of different variables in a single table first category is the

reason why a retailer stock a specific brand of cola the demand score the highest frequency i.e.

97 which means retailer prefer that brand of cola which customer demands the more.

The second category defines the reason why a retailer stock new brand in his/her shops. On this

category demand also scores highest with the value of 99. Which means retailer stock new brand

if this brand has the demand among the consumers.

According to the 152 visit of a representative on a retailer’s shop is twice a week and retailer has

the impact on the purchase decision of the consumer because 51 retailers said that they suggested

cola brand very frequently to the customers.

P a g e | 32

9.3. Descriptive analysis

Table # 15

Brand Wise Benefits

Pepsi Coke

DetailsN Mean

Std. Deviation Mean

Std. Deviation

Margin 202 3.75 .839 3.93 .970

Services 202 3.83 .915 3.79 1.044

Delivery Process 202 3.73 .952 3.80 1.027

Non-financial benefits 202 3.30 1.112 3.35 1.115

From the above table, it is clear that current margin of the coke is high as compare to

Pepsi but the coke has score more deviation as compare to the Pepsi but the services of the Pepsi

scores more and the value of deviation of services is low as compare to the coke’s deviation for

services. In all heads of the benefits Pepsi scores more as compare to the coke and the value of

standard deviation is also low which shows the results of Pepsi are more consistent as compare to

the Coke.

P a g e | 33

Table # 16

Current Brand Benefits

Details N Mean Std. Deviation

Financial margin 202 3.63 .949

delivery 202 4.15 .865

After sales services 202 3.84 1.081

Replacement 202 3.62 1.352

Brand appearance 202 3.74 1.076

Personal relationship 202 4.07 1.032

From the above table, it is clear that current margin from the cola drinks are not high.

Retailers have scored the margins on average level. Secondly, they have given low scores to

replacement services. There is a need to improve these two factors.

Results have shown that the retailers are satisfied with the customer vs company

relationship and the delivery services. In both these two factors average is 4.15 and 4.07

respectively.

P a g e | 34

Table # 17

Desirable benefits


credit facilities 202 3.06 1.258

margin 202 4.20 .938

Free bottles 202 4.19 1.016

refund 202 4.03 1.110

decoration 202 4.32 .930

Respondents have rated the decoration as most desirable benefit with a score of 4.32.

There is also consistency in responses. It can also be seen from the scores of standard deviation

i.e. 0.93. Credit facilities have been rated as least desirable among the list. It scored an average of

3.06 with high standard deviation of 1.26. Similarly, margins have scored an average of 4.2 with

a standard deviation of 0.938. Free bottles have been given average of 4.19 with standard

deviation of 1.016. Lastly, average of 4.03 with standard deviation of 1.11 for the refund.

P a g e | 35

9.4. Cross Tab

Table # 18

Trade Type vs. Mostly Stock Brand

Trade Type N Pepsi Coke X2 P-value.448 .503

Modern 89 42 47Traditional 113 48 65Total 202

From the above table, it is clear that there is no association between trade type and

preferred brand. The results are statistically insignificant. Coca cola is preferred more in both

trade types.

Table # 19

Density vs. Mostly Stock Brand

Density N Pepsi Coke X2 P-value.255 .614

Urban 145 63 82Rural 57 27 30Total 202

From the above table, it is clear that there is no association between density and preferred

brand. The results are statistically insignificant with a p-value of 0.614. In both of the regions i.e.

rural and urban coca cola is preferred more than Pepsi.

P a g e | 36

Table # 20

Brand vs. reason to stock Brand

Brand N Customer

Demand

Quality Services Delivery Credit

Facility

X2 P-value

51.903 .00

Pepsi 90 36 13 27 11 3

Coke 112 61 46 2 2 1

Total 202

From the table, it can be seen that there is association between brand and reason for

choosing particular brand. The results are statistically significant. From the figures, it can be

concluded that most of the retailers prefer coca cola due to customer demand and second reason

is quality. If we would see the figures of Pepsi, most retailers stock due to customer demand but

the number is quite low. The second reason is the services offered by Pepsi which is close to

customer demand. So it can be concluded that Pepsi retains the market due to its services to the

retailers.

Table # 21

Trade Type vs. Customer Reaction

Trade Type N Go to another

shop

Take Available

one

Misbehave X2 P-value

4.735 .094

Modern 89 40 41 8

Traditional 113 35 69 9

Total 202

P a g e | 37

From the above table it can be seen that the ratio of first two factors is equally split in

modern trade type. However, in traditional trade, most of the customers choose the available one.

9.5. T-Test

Table # 22

Desirable Benefit vs. Trade type

Variable Modern Trade Traditional trade Statistics

Mean SD Mean SD T df p-value

Financial Margins 3.71 .869 3.58 1.007 .987 200 .325

Delivery 4.15 .833 4.16 .892 -.108 200 .914

After sales service 3.87 1.002 3.82 1.144 .275 200 .784

Replacement 3.69 1.239 3.69 1.239 .620 200 .536

Appearance 3.74 1.072 3.74 1.084 0.012 200 .991

PR 4.15 .936 4.02 1.102 .878 200 .381

The results of the above table are statistically insignificant. It means that the factors of the

current cola brands have scored almost equal ratings.

Table # 23

Density vs. Desirable Benefit

Variable Urban Rural Statistics

Mean SD Mean SD T df p-value

Credit facility 2.88 1.333 3.54 .888 -3.389 200 .001

Margin 4.15 .981 4.33 .809 -1.241 200 .216

Free Bottles 4.06 1.002 4.53 .984 -2.98 200 .003

Refund 4.01 1.164 4.09 .969 -.465 200 .643

Decoration 4.31 .947 4.33 .839 -.158 200 .875

P a g e | 38

The results of credit facilities and free bottles are statistically significant. From the

figures, it is clear that in rural areas, the retailers prefer to avail more credit facilities and want to

get more free bottles than the retailers in urban areas. The other results are statistically

insignificant. It means that the desires to avail other benefits are equal in both of the retailers i.e.

rural and urban.

10.Findings There is no major difference among the benefits offered by the both brands

Currently offered Margins are low however the Retailers are satisfied with Delivery

services and the relationship with the representatives.

Credit facility is the least desirable factor by the retailers the highest desirable benefit

with average of 4.32 is the decoration of the outlet by the cola brand and the other factors

i.e. margin, refund and free bottles also highly desirable but with the average of 4.20,

4.03 and 4.19 respectively.

Pepsi has captured the market on the basis of services. However the customer demand is

low as compare to Coke.

Mostly customers accept the available cola brand and in modern trade customer have

equal responses for available one and go to next shop.

In rural areas most desirable benefit is the credit facility and the free bottle is the 2nd most

desirable benefit by retailer in rural areas.

P a g e | 39

11.Data Analysis (Consumer)11.1. Demographic Analysis

Table # 24

Category Details %age Category Details %age

Qualification Below Matriculation 9.6 Income Upto 10,000 23.6

Matriculation 7.4 10,001-40,000 36.6

Intermediate 20.8 40,001-100,000 19.4

Undergraduate 34.4 100,001-200,000 10.8

Post Graduate 27.8 More than 200,000 9.6

Marital Status Single 73.0 Age Below 15 6.2

Married 27.0 16-25 60.4

Gender Male 51.8 26-40 25.2

Female 48.2 40-55 7.2

Above 55 1.0

The age groups of 16-25 are 60.4% consumers. This age group use more cola drink as compare

to other age groups it means that young Generation like cola most other than children and old

age people. 34.4% of People are under graduate who use cola drink and it is high percentage as

compare to other. It means the peoples who are doing under graduation are using and liking the

cola drinks. 51.8% of people are Male and 48.2% were females it means that male use more cola

drinks as compare to females. 73% of consumers are single who like cola drink it means single

consumers consume more cola drink as compare to married consumers. The people who have

income level of Rs.10001-40000 were 36.6% it means that the middle class people with income

level of 10001-40000 use more cola drinks as compare to elite class.

Table # 24-1

P a g e | 40

Location

Location %age Location %age

Arafat Colony 1.0 Main Bazaar GRW 1.8

Bhagbanpura 1.8 Model Town 2.2

Civil Lines 2.0 Muslim Town 1.6

DC Colony 2.6 Noshera Virkan 16.2

DC Road 5.8 Peoples Colony 2.2

Farid Town 1.8 Popular Nursery 2.2

Fatomand 1.4 Satellite Town 5.4

Garden Town 1.0 SKT 16.4

GRW 22.2 SKT Cantt 3.4

GRW Cantt 4.8 Wapda Town 4.2

Gulshan Town .4

From 500 sample size 22.2% of consumers are from Gujranwala and in Gujranwala 5.8%

consumers are from DC road that use cola brands. 16.4% of consumers are from Sialkot and

16.2% of consumers are from Noshera virkan who use cola drinks. It means that consumers of

Gujranwala prefer more cola drink as compare to peoples of Sialkot and Noshera Virkan.

P a g e | 41

11.2. Frequency Analysis

Table # 25-1

When my preferred cola is not available, Shopkeeper convinces me to buy the other cola brands:

Options Frequency

Never 144

Rarely 177

Occasionally 109

Mostly 54

Always 16

Table # 25-2

When preferred brand is not available my second Choice is:

Brands Frequency

Coke 342

Pepsi 158

Table #25-3

Reason to choose particular size of bottle is:

Options Frequency

Family Size 152

Economic Price 168

Standard of living change 130

Advertisement 50

P a g e | 42

Table # 25-4

I choose ……….. Cola due to visibility

Brands Frequency

Coke 331

Pepsi 169

Table # 25-5

Mode of Advertisement

Details Frequency Details frequency

Preferred Medium for cola advertisement Appealing medium of advertisement

SMS 109 SMS 40

E-Mail 36 E-Mail 40

Facebook 201 Whatsapp 51

Twitter 57 Facebook 101

Newspaper 97 Twitter 9

Mostly receive information through: TV 187

TV 283 Newspaper 33

Newspaper 107 Billboards 32

Billboards 64 Radio 2

Radio 25 Sponsorships 2

Broachers 9 Sales promotions 3

Sponsorships 12

P a g e | 43

Table # 25-6

I am inspired by:

Options Frequency

Friends 182

Family 147

Retailer 36

Peers 53

No One 82

Table # 25-7

When my relatives offered me cola against my choice I:

Options Frequency

Forcefully Accept 103

Happily Accept 211

Make an Excuse 90

Most of Time Reject 67

Straight Away Reject 29

Table # 25-8

……… Cola gives me Prestige

Brands Frequency

Coke 341

Pepsi 159

P a g e | 44

11.3. Descriptive Analysis

Table # 26

Brand wise comparison for taste


Caffeine Coke 500 2.90 1.196

Gas Coke 500 3.60 .987

After Taste Coke 500 3.62 1.099

Sweeter Coke 500 3.10 1.116

Refreshing Coke 500 3.69 .939

Caffeine Pepsi 500 3.21 1.131

Gas Pepsi 500 3.03 1.113

After taste Pepsi 500 2.94 1.200

Sweeter Pepsi 500 3.57 1.156

Refreshing Pepsi 500 3.12 1.088

Average score of Caffeine Coke of taste is 2.90 and the average score of caffeine of Pepsi is 3.21

it means that Consumers feels that the caffeine of Coke is low or very low and caffeine of Pepsi

is average and tilde towards high. It means that Pepsi has a high caffeine level as compare to

coke. The Gas of Coke has average score of 3.60 and the average score of Pepsi is 3.03 it can

cleared that Gas of Coke and Pepsi is average and tilde toward high. It means that Gas of Pepsi

and coke is same there is no any big difference between these two brands. After taste of Coke

has a average score of 3.62 and After Taste of Pepsi has a average score of 2.94. It means that

after taste of coke is average and tilde toward high and after taste of pepsi is low and tilde

towards very low it means that the after taste of coke is better as compare to Pepsi. The average

score of Sweeter of Coke is 3.10 and the average score of Sweeter of Pepsi is 3.57 it means that

the sweeter of Coke is average and tilde towards high and sweeter of Pepsi is average and tilde

toward high but from the results it is clear that the Pepsi has sweeter taste as compare to coke.

P a g e | 45

Average score of Refreshing of coke is 3.69 and the average score of refreshing of Pepsi is 3.12

it means that refreshing of coke is average and tilde towards high and refreshing of Pepsi is

average so it tells that Coke is more refreshing as compare to Pepsi.

Table # 27Desirable factors


Sales Promotion 500 3.94 1.113

Sponsorship 500 3.92 1.004

Advertisement 500 3.98 .985

Brand name 500 4.03 .969

Caffeine 500 3.54 1.065

Gas 500 3.98 1.021

Sweetness 500 3.87 1.115

Average score of desirable factors are above than 3 it means that all desirable factors such as

Sales Promotion, Sponsorship, Advertisement, Brand name, Caffeine, Gas and sweetness have

average score above than 3 it means that it is Neutral and tilde toward desirable. Consumers want

to avail all desirable factors but among them brand name is more valuable for consumers.

P a g e | 46

11.4. Cross Tab

Table # 28

Location vs. Consumption Behavior

N With every meal

With one meal

Quench Thirst

Casually Occasionally X2 P

Areas 180.20 .000

Arfat colony 5001 2 2

0 0

Bhagbanpura 5001 4 0

1 3

Civil Lines 5002 0 1

3 4

DC Colony 5002 3 3

1 4

DC Road 5002 8 8

4 4

Farid Town 5001 2 1

4 1

Fatomand 5000 1 0

5 1

Garden Town 5000 1 3

1 0

GRW 50021 26 11

34 19

GRW Cantt 5002 6 5

5 6

Gulshan Town 5000 0 1

0 1

Main Bazar 5000 2 1

4 2

Model Town 5004 4 1

2 3

Muslim Town 5004 1 3

0 0

Noshera Virkan 500 17 50 14 0 0

Peoples colony 5000 4 2

0 5

Populer Nursery 500 0 3 2 3 1

Satellite Town 5003 7 4

7 6

SKT 500 25 18 9 18 12SKT Cantt 500 5 2 3 4 3Wapda Town 500 7 3 8 2 1Total 500 97 147 82 98 76

P a g e | 47

Consumers of Sialkot prefer to consume cola drink with every meal because 25 consumers out of

97 consume cola drink with every meal. Consumers of Noshera Virkan consumer cola drink with

one meal because 50 consumers out of 147 consumer cola drinks with one meal and 20

consumers of Noshera Virkan use cola drinks to quench thirst out of 82. The consumers of

Gujranwala consume cola drinks casually and occasionally due to its frequency of 34 consumers

out of 98 and 19 consumers out of 76. The overall trend of consumption pattern of cola drinks

among all areas and cities tells that 19.4% of consumers consume cola drink with every meal,

29.4% consume with one meal, 16.4% consume to quench thirst, 19.6% consume casually and

15.2% consume occasionally. It means that consumers prefer to consume cola drink with one

meal. P value is .000 it means that there is significant relationship between location and

consumption pattern.

Table # 29

Location vs. Consumption Pattern per week

N 1-3 4-7 8-10 More

than 10

X2 P

Areas 121.96 .000

Arfat colony 500 4 1 0 0

Bhagbanpura 500 5 4 0 0

Civil Lines 500 7 3 0 0

DC Colony 500 5 2 5 1

DC Road 500 20 4 5 0

Farid Town 500 5 1 3 0

Fatomand 500 2 2 0 3

Garden Town 500 1 2 2 0

GRW 500 45

35 21

10

GRW Cantt 500 10 8 6 0

P a g e | 48

Gulshan Town 500 1 0 1 0

Main Bazar 500 6 3 0 0

Model Town 500 3 3 3 2

Muslim Town 500 3 1 4 0

Noshera Virkan 500 14 47 13 7

Peoples colony 500 3 5 2 1

Populer Nursery 500 4 0 4 1

Satellite Town 500 11 11 4 1

SKT 500 34 13 26 9

SKT Cantt 500 11 1 2 3

Wapda Town 500 5 9 6 1

Total 500 199 155 107 39

There is a significant relationship between location and consumption pattern per week because P

value is .000 that means both variables have significant relationship. 45 consumers of

Gujranwala out of 199 who consume 1-3 glasses per week. 47 consumers of Noshera Virkan out

of 155 consume 4-7 Glasses per week. 26 consumers of Sialkot out of 107 prefer to consume 8-

10 Glasses per week. 10 peoples of Gujranwala out of 39 consumer cola drink more than 10

Glasses per week. The overall trend of Consumption pattern per week tells that 39.8% of

consumers prefer 1-3 Glasses of cola drinks, 31% consume 4-7 Glasses of cola drink, 21.4%

consume 8-10 Glasses of cola drinks, and 7.8% consume more than 10 Glasses of cola drinks. So

that consumer prefers 1-3 Glasses of cola drinks per week.

P a g e | 49

Table # 30

Location vs. Brand preferences

N Reject Sometimes

Accept

Accept X2 P

Areas 54.489 .063

Arfat colony 500 3 2 0

Bhagbanpura 500 4 3 2

Civil Lines 500 2 5 3

DC Colony 500 2 14 2

DC Road 500 13 14 2

Farid Town 500 1 8 0

Fatomand 500 2 4 1

Garden Town 500 0 4 1

GRW 500 28 69 14

GRW Cantt 500 3 20 1

Gulshan Town 500 1 0 1

Main Bazar 500 4 5 0

Model Town 500 2 7 2

Muslim Town 500 2 6 0

Noshera Virkan 500 23 41 17

Peoples colony 500 2 8 1

Populer

Nursery

500

1 5 3

Satellite Town 500 8 15 4

SKT 500 32 35 15

SKT Cantt 500 5 6 2

Wapda Town 500 9 10 1

Total 500 147 281 72

There is insignificant relationship between location and brand preferences because p value

is .063. Loyalty toward a particular brand of cola is moderate among the consumers because

56.2% of consumers sometimes accept the cola if the Particular brand is not available, 29.4% of

P a g e | 50

consumers reject the brand if their particular brand is not available and 14.4% of consumers

accept other brand if their desired brand is not available. 32 consumers out of 147 reject other

brand if their relevant brand is not available, 69 consumers of Gujranwala out of 281 sometimes

accept the brand and 17 consumers of Noshera Virkan out of 72 accept other brand if their

desired brand is not available. It means that the loyalty against a particular brand is high among

Sialkot consumers and the loyalty against a particular brand is low among Noshera Virkan’s

consumers because they accept the alternative brand.

Table # 31

Location vs. Consumer Preferences

N Choose alternative

brand

Go to next

shop

X2 P

Areas 42.688 .002


Bhagbanpura 500 2 7

Civil Lines 500 2 8

DC Colony 500 1 12

DC Road 500 5 24

Farid Town 500 2 7

Fatomand 500 4 3

Garden Town 500 2 3

GRW 500 47 64

GRW Cantt 500 5 19


Main Bazar 500 2 7

Model Town 500 2 9

Muslim Town 500 3 5

Noshera

Virkan

500 37 44


P a g e | 51

Populer

Nursery

500 2 7


SKT 500 45 37

SKT Cantt 500 4 13

Wapda Town 500 5 16

Total 500 183 317

The relationship is insignificant among location and consumer preferences due to P value .002.

The loyalty of a Particular brand is high among consumers because if their desired brand is not

available in particular shop then consumers prefers to go on next shop instead to choose

alternative brand from particular shop. The result shows that 63.4% of consumers go to next

shop if their particular brand is not available and 36.6% of consumers choose alternative brand

from particular shop it means that consumers are loyal against their particular brand. The loyalty

among Gujranwala’s consumers is high because 47 consumers out of 183 choose alternative

brand and 64 consumers out of 317 go to next shops for purchasing their desired brand.

Table# 32

Location vs. Pack of Cola drink

N 250 ml 300 ml 500 ml Lite

r

1.5

liter

2.25

liter

X2 P

Areas 190.460 .000

Arfat colony 50

0

3 1 0 0 1 0

Bhagbanpura 50

0

3 1 2 0 1 2

Civil Lines 50

0

1 4 1 1 3 0

DC Colony 50 4 3 2 0 4 0

P a g e | 52

0

DC Road 50

0

12 6 3 1 3 4

Farid Town 50

0

2 3 0 1 3 0

Fatomand 50

0

2 0 1 1 3 0

Garden Town 50

0

0 1 1 0 3 0

GRW 50

0

36 27 12 3 28 5

GRW Cantt 50

0

10 5 3 0 4 2

Gulshan Town 50

0

0 0 2 0 0 0

Main Bazar 50

0 4 0

0 4 1 0

Model Town 50

0 1 1

4 0 3 2

Muslim Town 50

0 0 5

3 0 0 0

Noshera Virkan 50

0 27 26

13 0 15 0

Peoples colony 50

0 4 0

1 0 2 4

Populer Nursery 50

0 2 2

2 1 0 2

Satellite Town 50

0 5 4

1 1 8 8

SKT 50

0 29 14

9 7 16 7

SKT Cantt 50

0 5 2

4 3 2 1

Wapda Town 50 2 9 3 0 5 2

P a g e | 53

0

Total 50

0 152 114

67 23 105 39

The relationship is significant among location and pack of cola because p value is .000. The

result shows that 30.4% of consumers prefer 250ml size of cola drink, 22.8% consume 300ml,

13.4% consume 500ml, 4.6% consume liter size of cola drink, 21% consume 1.5 liter and 7.8%

consume 2.25 liter size of cola pack. It means that the demand of regular bottle is high among

consumers. In Gujranwala region the demand of regular bottle, 300 ml, liter, 1.5 and 2.25 liter

bottles is high as compare to Sialkot and Noshera Virkan. For example 36 out of 152 consumers

like 250ml, 27 out of 114 consumers consume 300ml, 4 out of 23 consume liter size, 28 out of

105 consume 1.5 liter and 8 out of 39 consume 2.25 liter of cola. In Noshera Virkan the demand

of 500ml bottle is high because 13 out of 63 consumers consume 500ml size of bottle.

Table # 33

Location vs. Impulse Buying

N Rarely Occasionally Mostly Always X2 P

Areas 190.186 .000

Arafat colony 500 0 0 1 4



DC Colony 500 3 5 2 3

DC Road 500 2 2 12 13




GRW 500 25 30 46 10

GRW Cantt 500 5 7 8 4


P a g e | 54

Main Bazaar 500 4 2 2 1







SKT 500 25 23 27 7

SKT Cantt 500 2 3 6 6


Total 500 131 152 149 68

The relationship among location and impulse buying is significant and p value is .000. The

overall trend of impulse buying shows 26.2% consumers do impulse buying rarely, 30.4% do

impulse buying occasionally, 29.8% do impulse buying mostly and 13.6% do impulse buying

always so that it is clear that consumers of cola drinks have done impulse buying occasionally.

The consumers of Noshera Virkan rarely and occasionally do the impulse buying of cola drinks

such as 37 out of 131 and 44 out of 152 consumers do impulse buying of cola drinks. The people

of Gujranwala mostly and always do the impulse buying of cola drinks such as 46 out of 149 and

13 out of 68 consumers prefer impulse buying in Gujranwala.

Table # 34

Location vs. Sweeter Taste

N Yes No X2 P

Areas 45.600 .001


Bhagbanpura 500 4 5

Civil Lines 500 6 4

DC Colony 500 2 11

P a g e | 55

DC Road 500 17 12

Farid Town 500 2 7

Fatomand 500 3 4

Garden Town 500 2 3

GRW 500 63 48

GRW Cantt 500 3 21


Main Bazar 500 7 2

Model Town 500 7 4

Muslim Town 500 3 5

Noshera Virkan 500 37 44


Populer Nursery 500 2 7


SKT 500 54 28

SKT Cantt 500 8 9

Wapda Town 500 12 9

Total 500 261 239

There is a significant relationship among location and sweeter taste because p value is .001. The

result shows that 52.2% consumers like sweeter taste and 47.8% consumers do not like sweeter

taste. So that 63 out of 261 consumers in Gujranwala like the sweeter taste and 48 out of 239

consumers do not like sweeter taste.

Table # 35

Location vs. Not like Sweeter Taste

N Diet

conscious

Do not like

sweeter taste

Health

problems

Spice

lover

X2 P

Areas 108.829 .000

Arfat colony 243 0 0 0 2



DC Colony 243 3 4 1 3

P a g e | 56

DC Road 243 1 2 1 8




GRW 243 9 22 6 11

GRW Cantt 243 2 2 10 7


Main Bazar 243 0 0 0 2







SKT 243 7 5 9 8

SKT Cantt 243 4 2 2 2


Total 243 58 74 50 61

There is a significant relationship between location and not like sweeter taste because p value

is .000. It means that 23.86% of consumers do not like sweeter taste due to diet conscious,

30.45% of consumers do not like sweeter taste of cola drinks, 20.57% of consumers do not like

sweeter taste due to health problems and 25.1% consumers do not like sweeter taste because they

are spice lover. So that consumers do not prefer sweeter taste in cola drinks. The consumers of

Noshera Virkan are diet conscious because 17 out of 58 consumers are diet conscious that is the

reason they do not prefer sweeter taste. In Gujranwala region the consumers do not like sweeter

taste, have health problems and spice lover because 22 out of 74, 10 out of 50 and 11 out of 61

consumers have these issue that is the reason they do not prefer sweeter taste in cola drinks.

P a g e | 57

12.Findings 39.8% of consumers use 1-3 Glasses of cola drink per week and 29.4% consumers

consume cola drink with one meal. Consumers of Sialkot prefer to consume cola drink

with every meal and uses 8-10 Glasses of cola drink per week

56.2% of consumers “sometimes accept "Cola drink if their desired brand is not

available.

Demand for Regular size bottle is high as compare to other size of bottles

Consumers of cola drink do the impulse buying mostly

Most desirable factor for the consumer to choose a particular Brand of cola is Brand

Name (4.03) and 2nd desirable factors is Advertisement (3.98) of that Brand

Consumers of Sialkot show loyalty with cola brand. They Reject other brands if their

desired brand is not available

Consumers preferred to go to next shop instead of choose alternative brand.

P a g e | 58

13.ConclusionRetailers are the major part of distribution strategy. They play important role in

placement of the products. For the purpose of evaluating retailers, researchers have conducted

some interviews. Afterwards, based on interview findings, a questionnaire was developed.

Retailers revealed that there is not any major difference in the current benefits offered by the cola

drinks. According to the retailers the current margins are very low. There is a room for the

improvement on this factor. However, they are satisfied with the services of the companies. To

attract the retailers company needs to offer decoration and renovation facilities to the consumers.

It is most desirable by the retailers. An interesting thing has been found that the Pepsi has

captured the market on the basis of services offered by the company. On the other hand coca cola

is stocked on the basis of customer demand. Although Pepsi is also preferred on the basis of

customer demand but the number is far less than coca cola. In traditional trade most of the

customers accept that is offered to them. It can be a good sale point for the Pepsi according to its

current standings. Credit facilities have been rated as the least desired benefit among others. But

in rural areas it desired mostly by the retailers. The second most desired benefit by the retailers in

rural areas is the free bottles. The company can offer special packages for free bottles to the

retailers in the rural areas.

After conducting the market research from consumers of Cola drink the results of this study tells

that the consumers specially Male who have single marital status and age group of 16-25 who

lives in Gujranwala DC road with income level of 10001-40000 and undergraduate degree use

more cola drinks. The taste of Cola and Pepsi is different according to consumer’s point of view

such as consumers said that Pepsi has more caffeine level as compare to coke, the Gas of coke is

high as compare to Pepsi, After taste of Coke is better, Pepsi has more Sweetness level and the

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refreshment factor of Coke is more as compare to Pepsi. The desirable factors that consumer of

cola drink want to avail according to priority level are Brand Name (4.03), Gas (3.98),

Advertisement (3.98), Sales Promotion (3.94), Sponsorship (3.92), Sweetness (3.87) and

Caffeine (3.54 ). The consumption pattern tells that Consumers prefer to drink cola with one

meal, Consumers of Sialkot prefer to consume Cola drink with every meal, Consumers of

Noshera Virkan consume cola drink with one meal and use to quench the thirst. According to

consumption pattern per week 1-3 bottles of cola drink used by consumers specially consumers

of Gujranwala use 1-3 Glasses and More than 10 Glasses of cola drink per week in locations of

Satellite Town, Main Bazar, DC Road, Bhagbanpura.In Noshera Virkan 4-7 Glasses of bottles

consume more and in Sialkot 8-10 Glasses consume per week. The brand preferences of cola

drink according to market research tells that Consumers of Sialkot reject other brands,

Consumers of Gujranwala sometimes accept other brand , Consumers of Noshera Viurkan accept

other brand if their desired brand is not available and the consumers of Gujranwala go to next

shop if their desired brand is not available in particular shop. In Gujranwala region the demand

of regular bottle, 300 ml, and liter, 1.5 and 2.25 liter bottles is high as compare to Sialkot and

Noshera Virkan, In Noshera Virkan the demand of 500ml bottle is high and the overall the

demand of regular bottle is more as compare to other sizes of bottles. The reason to choose the

particular size of bottle is its economic price. While conducting of this study the factor of

impulse buying is also explored that tells consumers do impulse buying mostly, in Gujranwala

the impulse buying has done mostly and always and in Noshera Virkan the impulse buying has

done rarely and occasionally. The Factor of sweeter taste is also explored in this study that tells

us consumers of Gujranwala like sweeter taste in Cola drink as compare to Sialkot and Noshera

Virkan. The factor that prevent too influence on consumers for choosing sweeter taste is that

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consumers do not like sweeter taste in cola drinks. The consumers of Noshera Virkan are diet

conscious that is the reason they do not like sweeter taste and in Gujranwala region the

consumers do not like sweeter taste, have health problems and spice lover that’s why they do not

like sweeter taste. According to the analysis of the study it is clear that If consumers preferred

brand is not available in particular shop then shopkeeper rarely convince them to buy other brand

and if consumers preferred brand is not available then their Second choice is coke. The study

tells that the post of purchase material of coke is better than Pepsi and consumers tell that the

usage of coke brand is reason of prestige for them. For marketing and reference the most

important medium are friends and if their friends and relatives offered them other brand then

they happily accept it. According to this study the most important medium of advertisement in

traditional media is TV and in modem media most important media is Face book but if both

medium are compared with each other than the most important media is TV.

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14.Recommendations Company should offer shop renovation facilities to the retailers. It will also help in

advertising purpose.

Company should offer some credit facilities to the retailers in rural areas. Pattern and

limit of the discount needs to be ascertained yet.

In rural areas the retailers can also be attracted by offering different packages for free

bottles. They can be required to fulfill sales target and upon completion would be

rewarded with already agreed amount of free bottles.

Being defensive, Pepsi needs to attract traditional trade type retailers.

Provide standees, banners, Chillers, renovation and discounts to traditional shops.

There is a strong need for raising the customer demand.

Can sponsor in different events of Universities Such as GIFT University, Punjab

university and UCP

Arrange Pepsi events in colleges and Schools and change the brand image for students

Arrange Sports activities, Art events among universities and colleges in Gujranwala

Provide free vouchers for shopping in top shopping malls of Gujranwala and contract

with them on discounts

Do not only focus on points of Pepsi in Gujranwala for Point of purchase material also

focus on all stores of Pepsi and coke in Gujranwala

Improve the visibility of Chillers in moderns as well as traditional stores

Increase the engagement rate of consumers on Face book page to arrange different

activities on Face book. Conduct online quizzes and games on Face book Page of Pepsi

Gujranwala

Launch Specialty drink for spice lovers

Improve the gas content, after taste and Refreshing element of Pepsi

Give add to local cables on TV

Introduce new campaigns like send five stickers of 1.5 liter bottles of Pepsi and Get free

vouchers for group of friends for lunch or dinner. For that purpose Contract with Hotels

and restaurants in especially in Gujranwala and give free vouchers to a group of friends

to increase the word of mouth in Gujranwala region.

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15.ImplicationsThis research is useful for the managers. Researchers have conducted a market research using

various techniques. Based on the findings, some recommendations have been suggested. They

can apply these suggestions for improving the standings of the product in the market. This

information can also be used for further analysis. They can formulate strategies on the basis of

this information. This information can also be used for comparison with other studies.

This researcher is also important for the students and researchers. They can use the information

for understanding the market environment. They can use this data in further research. Students

can learn the dynamics of competitive environment and can also recommend their suggestions

based on the information provided.

16.Limitations and Future ResearchThis research is conducted within the boundaries of Gujranwala, Sialkot and Noshera, sample

size for consumers and retailers are 500, 200 respectively. Cluster sampling technique is used for

data collection. We give recommendation on the basis of primary data and not focus on the

secondary data. We cannot prepare the feasibility for our project we conducted only marketing

research portion. This research shows only market view and recommendation and need further

research regarding i.e. taste elements, specialty drink for spice lover, credit limits, refreshing

elements etc. Future research can be done on the recommendation of this research and researcher

can prepare the feasibility for this research. Researcher can also change the sample selection

procedure to check the significance of the results.

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17.ExhibitsExhibit 1

Comparison of Pepsi and coke

Exhibit 2

Income statement Of Pepsi

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Exhibit 3

Brand PreferencesS. #

FMCG Sector Soft drink Pepsi VS Coke

1 Good distribution Taste of the product Advertisement2 Shelf placement Brand loyalty Brand image3 Effective communication Price Availability in market

4 Pricing Product innovation Product taste5 Brand image Health issues Innovation6 Brand association Brand image Packaging7 Brand visibility/ Availability

of brandGlobal expansion Distribution channel

8 Brand awareness Shelf space Promotions9 Promotional activities Changing trends High quality

10 Product Quality Brand loyalty suitable brand name11 Product education/ product

knowledgeExpansion of product line good reputation

12 Brand trust Advertising campaigns Shelf placement13 Consumer loyalty Well recognized brand name Product range

14 Placement in retail outlets Distribution network brand knowledge

15 Packaging Durability of product Strong brand identity16 Market positioning Refreshment on Celebration Competitive price

17 Proper sales and distribution Reliability Extensive distribution

18 Accessibility of brand Cleanliness Effective customer awarEness

19 Affordability Availability Wide range of product choices

20 Long lasting Relaxation Effective bottlers21 free offer/ sales and

promotionsSales and marketing

22 Consistency Consumer attachment23 Repeat Purchase brand loyalty24 Positive Attitude Taste25 Design brand image26 Commitment Cultural influence27 Involvement Advertisement

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28 Promotional activities29 economic price30 Relationship marketing31 Product education &

demonstration32 Shelf display33 Intended benefits34 Brand visibility35 opinion leader36 Affordability

Exhibit 4

Consumption patternS. #

FMCG Sector Soft drink Industry Pepsi vs. Coke

1 Rising income Rising purchasing power cultural influence2 Changing lifestyle increased information and

technologyHealth benefits

3 Changing market environment

high value consumption Population growth

4 Higher per capita income

highly dynamic competition Flexible Government policy

5 Rapid urbanization increase literacy level Sales level6 Increasing population increasing exposure to media Awareness level7 user rate innovative ideas Rising Purchasing power8 User status Brand value Prestige9 education level Changing Income level Economic price

10 Shop keeper recommendation

Change in life style Loyalty status

11 Increase standard of living

Status consciousness Health and wellness

12 Consumer attitude and personality

health consciousness Changing habits

13 technological development

Occasions Celebrity Endorsement

14 consumer values awareness level Sales level15 Friends

recommendationConsumer loyalty Social prestige

16 Discount Parental influence Addiction

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17 Value & Norms Social Gathering Integration with local culture18 Awareness Need Base Brand appeal19 Brand type Mix with Alcoholic Increasing income level20 Need & Want Home environment Local events21 insufficient sleep Quick energy source22 weather /climate23 Refreshment24 Price25 cultural influence26 Media Influence27 Sponsorship28 Perceived Quality30 Brand Equity31 Reference group

Exhibit 5

Interview Protocol

Which cola you stock?

Reason to choose that cola

What cola brand customer demand more

Which pack of cola customer demand for your selected brand

Which type of benefit your cola brand offer to you

From which cola brand you are satisfied more

Discount and benefits cola brand offer to you are important in choosing the cola brand

The behavior of staff of a cola brand has impact on decision making

Delivery time and procedure effects your choice of cola

You satisfied with the payment term of your current cola brand

Which mode of payment you prefer more

Which term and condition of payment attracts you more

Which type of services you expect from your cola provider

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Does marketing or other material provided by cola brand important to you

Which type of services you expect from your service provider

Does salesman able to solve your complaints and other issues

Frequency of visit of salesman at your store is important to you

And it contributes in your choice of cola

Does relationship with service provider has impact in choice of a cola brand

Chiller provided by your cola brand important to you

When customer enter into store he demand cola with his brand name

If he didn’t find that specific brand he change his choice

Does you change your stock of cola on customer demand

Does the access of the cola brand at your store change the customer choice

If he find a cola at his foot step he select it or go for search to find his choice of cola

brand

Does the placement of cola brand at store attracts the customer

Does the appearance of shelf attracts the customer

Does the retailer’s suggestion impact the choice of customer

If yes then on which basis or wordings customer change his demand

If Cola Company gave you benefit to refer his specific brand to customer you will do it?

Any specific issue you face from your current cola brand

What you think what is the solution

If you asked to have Pepsi in your stock you do it

If yes. Why?

If No, Why?

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Demographic

a. Retail Type

b. Volume of total sales of cola

c. Pepsi sales in ratio of total

d. Glass Vs. 1.5

e. Type of customers

P a g e | 69

Exhibit 6

Retailer’s Questionnaire

1 I mostly stock …………….. brand in my shop

(1) Pepsi (2)Coca cola

2 The reasons for stocking cola brand is………………..

(1) Customer Demand (2) Quality (3) Services (4) on time delivery (5) Credit facilities

3 Highest selling brand is:

(1) Pepsi Cola

(2) Coca Cola

4 Tick the most selling pack brand-wise:

250 ml 300 ml 500 ml 1000 ml 1.5 litter 2.25 litter

Pepsi

Coke

5 Evaluate your most desirable cola brand:

BenefitsFinancial margins Very low 1 2 3 4 5 Very HighDelivery Very low 1 2 3 4 5 Very HighAfter Sale Services Very low 1 2 3 4 5 Very HighReplacement Very low 1 2 3 4 5 Very HighBrand Appearance Very low 1 2 3 4 5 Very HighRelationship /PR Very low 1 2 3 4 5 Very High

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6 Evaluate the services brand-wise:

Very good Good Neither Bad Very bad

5 4 3 2 1

Margins services Delivery process Non-financial benefitsPepsiCoke

7 …………. gives me more benefits.

(1) Pepsi Cola (2)Coca Cola

8 I am satisfied with information provided by …………… cola representative regarding new schemes and discounts

(1) Pepsi (2) Coke

9 I stock newly introduced Cola Brand due to …………

(1) Profitability (2) increase sale (3) Business volume (4) Customer demand

10 Customer Reaction when demanded brand is not available…….

(1) Go to other shop (2) Take the available one (3) Misbehave

11 I suggest available cola brand to the customers

(1) Very Frequently

(2) Frequently

(3) Occasionally

(4) Rarely

(5) Never

12 Rate the benefits which you desire to avail:

FactorsCredit Facilities Least Desirable 1 2 3 4 5 Highly DesirableMargin Least Desirable 1 2 3 4 5 Highly DesirableFree bottles Least Desirable 1 2 3 4 5 Highly DesirableRefund Least Desirable 1 2 3 4 5 Highly DesirableDecoration Least Desirable 1 2 3 4 5 Highly Desirable

13 Frequency of visit by cola representative at my outlet is………

(1) Twice a week

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(2) Once a week

(3) Twice a month

(4) Once a month

Demographics

Locationo …………………

Trade Typeo Modern Tradeo Traditional Trade

Sales Volumeo Less than 400,000o 400,000-800,000o 800,001-12,00,000o 12,00,001-16,00,000o Greater than 16,00,000

Densityo Urbano Rural

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Exhibit 7

Consumer’s Retailer

1 I take cola drink

(1) With every meal (2) With one meal (3) Quench Thirst (4) Casually

(5)Occasionally

2 I consume ______ cola drinks per week.

(1) 1-3 (2) 4-7 (3) 8-10 (4) more than 10

3 When my preferred cola is not available, Shopkeeper convince me to buy the other cola

brands

(1) Never (2) Rarely (3) Occasionally (4) Mostly ( 5)Always

4 If shopkeeper gives me another brand my reaction is………

(1) Reject (2) Sometimes accept (3)Accept

5 If my preferred brand is not available, I:

(1) Choose alternative brand (2) Go to next shop

6 When preferred brand is not available, my second choice is:

(1) Coke (2) Pepsi

7 I preferred to buy cola drink in a pack of

(1) 250 ml/Glass bottle (2) 300ml/ Buddy pack (3) 500ml/ Half liter (4) 1 liter

(5) 1.5 litter (6) 2.25 litter

8 Reason to choose particular size of bottle is……………

(1) Family size (2) Economic price (3) Standard of living change

(4)Advertisement

9 I choice the ……..cola Due to visibility

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(1) Coke (2) Pepsi

10 I buy only that cola which is mentioned on the list

(1) Rarely (2) Occasionally (3) Mostly (4) Always

11 I prefer to receive product’s advertisement through:

(1) SMS (2) Email (3) Facebook (4) Twitter (5) Newspaper

12 I mostly receive information through:

(1) TV (2) Newspaper (3) Billboards (4) Radio (5) Broachers

(6)Sponsorships

13 The most appealing medium of advertisement for me is………..

(1) SMS (2) Email (3) Whatsapp (4 )Facebook (5) Twitter

(6) TV

(7) Newspaper (8) Billboard (9) Radio (10) Sales promotion (11) Sponsorship

14 I like sweeter taste in cola drinks

(1) Yes (switch to question # 15) (2) No (switch to question # 16)

15 I do not prefer sweeter taste in cola drink due to…………………

(1) Diet conscious (2) Do not like sweeter cola with meal (3) Health problems (5)

Spice lover

16 I am inspired by:

(1) Friends (2) Family (3) Retailer (4) Peers (5) No one

1

7

When my Relatives offered me cola against my choice I …………...

(1) Forcefully accept (2) Happily accept (3) Make an excuse

(4) most of time rejected (5) straight Away rejected

1 Rate the following items: (Very Low = 1………………….……. Very High =

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8 5)

Brands Caffeine Gas/Carbonation

After Taste Sweeter Refreshing

Coke

Pepsi

1

9

-------------- Cola gives me prestige (Honor)

(1) Coke (2) Pepsi

20 Rate the factors that you desire to have in your ideal Cola

FactorsSales promotion

Least Desirable 1 2 3 4 5 Highly Desirable

Sponsorship Least Desirable 1 2 3 4 5 Highly Desirable

Advertisement Least Desirable 1 2 3 4 5 Highly Desirable

Brand name Least Desirable 1 2 3 4 5 Highly Desirable

Caffeine Least Desirable 1 2 3 4 5 Highly Desirable

Gas Least Desirable 1 2 3 4 5 Highly Desirable

Sweetness Least Desirable 1 2 3 4 5 Highly Desirable

21 Gender(1) Male (2) Female

22 Age(1) Below 15 (2) 16-25 (3) 26-40 (4) 40-55 (5)Above 55

23 Income(1)Upto 10,000 (2) 10,001-40,000 (3) 40,001-100,000 (4) 100,001-200,000 (5) More than 200,000

24 Qualification(1) Below Matriculation (2) Matriculation (3) Intermediate (4)

Undergraduate (5) Post-Graduate25 I am

(1) Students(2) Job holder(3) Business man

26 Marital status

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(1) Single(2) Married

27 Location………………………………………………

18.References

Shields, Patricia and Hassan Tajalli. 2006. Intermediate Theory: The Missing Link in Successful Student Scolarship. Journal of Public Affairs Education. Vol. 12, No. 3. Pp. 313-334.

Keller, Kevin Lane. 1993. “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.” Journal of Marketing 57 (1): 1–22.

Assmus, Gert, John U. Farley, and Donald R. Lehmann. 1984. “How Advertising Affects Sales: MetaAnalysis of Econometric Results.” Journal of Marketing Research 21 (1): 65–74.

Atkin, David. 2010. “Trade, Tastes and Nutrition in India.” Yale University, Department of Economics Working Paper No. 80

Hsee, Christopher K., Yang, Yang., Gu, Yangjie., & Chen, Jie. (2009). Specification seeking: How product specifications influence consumer preference. Journal of Consumer Research, 35, 952-966.

http://www.businessinsider.com/the-difference-between-coke-and-pepsi-2012-12

http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=8512

http://www.slate.com/articles/business/rivalries/2013/08/

pepsi_paradox_why_people_prefer_coke_even_though_pepsi_wins_in_taste_tests.html

http://60secondmarketer.com/60SecondArticles/Branding/cokevs.pepsitast.html

http://launchmobmedia.com/todays-pepsi-challenge-is-about-brand-preference/

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2288573/

http://eugrafal.free.fr/McClu-et-al-2004.pdf

www.m-consultants.com

www.socialresaerchmethods.net/kb/sampnon.php

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http://ecommons.txstate.edu/poisfacp/39/

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