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SYNOPSIS

ON

IMPACT ANALYSIS OF SOFT DRINK TELEVISION ADVERTISEMENT


Submitted for the partial fulfillment of the requirement for the award Of MASTER OF BUSINESS ADMINISTATION Affiliated To: Mahamaya Technical University, Noida

IDEAL INSTITUTE OF TECHNOLOGY GHAZIABAD


SUBMITTED TO: Ms. Anshu Chaudhary (Asst. Prof.) SUBMITTED BY: Manish Mani Tripathi Roll No.: 1102870006 MBA IInd YEAR

INTRODUCTION
The soft-drink industry comprises companies that manufacture nonalcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages. Naturally occurring bubbling or sparkling mineral waters have been popular for thousands of years: the ancient Greeks believed that such waters had medicinal properties and bathed in them regularly; the Romans established resorts around mineral springs throughout Europe. In the 1500s the village of Spa in Belgium became famous for its waters, which by the early 1600s were sold, in bottles, as far away as London, Eng. Development of the first man-made sparkling or carbonated water is credited to Joseph Priestley, the British scientist who discovered oxygen. In 1772 he invented a method of "pushing" carbon dioxide into water by dissolving it under pressure, thus creating fairly longlasting bubbles. The technique led to development of the soft-drink industry. In the industry's early years the number of carbonated-beverage plants increased steadily, most serving small regional markets. In 1929 the industry was made up of 345 production plants and the value of shipments reached $12.3 million. By 1960 the number of plants had increased to 502 and the value of sales to $172.7 million. Subsequently, consolidation began, prompted by improved production, packaging and distribution facilities. Aspartame-sweetened diet drinks have had a dramatic effect on the Canadian carbonatedbeverage industry. Just before the saccharin ban in 1977, diet drinks accounted for about 10% of the soft-drink market; following the ban the diet share dropped to about 2%, consisting of beverages partially sweetened with small amounts of sugar. In 1982, the first full year that aspartame was used in Canada, diet drinks increased by 15.2% of total soft-drink sales, while the total soft-drink industry grew 8%. In 1987 total soft-drink sales increased 5.3% over 1986, while diet soft-drink sales increased by 10.7%. This single development has encouraged strong growth in the industry.

OBJECTIVE OF THE PROJECT


PURPOSE OF THE STUDY

The main aim of this research study is to analyze the preference of people (of different age groups) on consumption patterns of Soft Drinks and Consumer Awareness regarding the hazards of soft drinks.

OBJECTIVE OF THE STUDY

To study the preferences of the people for soft drinks. To find whether the consumers are aware regarding the adverse effect of soft drinks concerning their health To find out the factor(s) that influences the consumers consumption of soft drinks. To test the know-how of the consumers regarding the various existing brands of soft drinks and fruit juices. To find out how the beverage is positioned in the mind of the consumers.

SCOPE OF THE STUDY


This study is confined to Delhi ncr region covering areas of Greater Noida. Seasonal drinks are not considered in the study. We are considering only canned and bottled drinks We are not considering water & alcoholic drinks.

RESEARCH METHODOLOGY
RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem. On the basis of fundamental objectives of the research we can classify research design into two general types: 1) EXPLORATORY RESEARCH 2) CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehension of, the problem situation confronting the researcher. Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. Conclusive research can be further divided into two types: Descriptive Experimental

The research design used in this project is a DESCRIPTIVE DESIGN.

Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product use the varies with income, age, etc.

SAMPLING TECHNIQUE USED:


This research has used convenience sampling technique. 1) Convenience sampling technique: Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient.

SELECTION OF SAMPLE SIZE:


For the study, a sample size of 80 has been taken into consideration.

SOURCES OF DATA COLLECTION:


Research will be based on two sources: 1. Primary data 2. Secondary data

1) PRIMARY DATA: Questionnaire:


Primary data was collected by preparing questionnaire and the people were

randomly being requested to fill them.

2) SECONDARY DATA:
Secondary data will consist of different literatures like books which are published, articles, internet and websites. In order to reach relevant conclusion, research work needed to be designed in a proper way.

STATISTICAL TOOLS USED


The main statistical tools used for the collection and analyses of data in this project are: Questionnaire Pie Charts Bar Diagrams

BIBLIOGRAPHY

http://en.wikipedia.org/wiki/Beverage www.foodindustryindia.com http://fnbnews.com/article/detarchive.asp?articleid=25105&sectionid=3 http://fnbnews.com/article/detarchive.asp?articleid=24983&sectionid=3 http://fnbnews.com/article/detarchive.asp?articleid=24965&sectionid=3 http://fnbnews.com/article/detarchive.asp?articleid=24849&sectionid=3 http://fnbnews.com/article/detarchive.asp?articleid=25039&sectionid=3 http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20another %20energy%20drink%20for%20the%20Indian%20market&id=598 http://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Food&b everage www.google.com Kothari C R, Research and Methodology- Methods & Techniques, New Age International (P) Ltd., 2004