CUSTOMER ATTITUDE TOWARD PEPSICO PRODUCT

NIMBOOZ

A Project Report

Submitted to the
APEEJAY INSTITUTE OF TECHNOLOGY SCHOOL OF
MANAGEMENT
in Partial Fulfillment for the award of
POST GRADUATE DIPLOMA OF MANAGEMENT

By

YASHIKA GUPTA

PGDM 1ST YEAR

SECTION (B)

Under the Guidance of

Dr. AMIT KUMAR UPADHYA

1|

Customer attitude toward Pepsico product Nimbooz

Declaration

Students of PGDM I Trimester 2013-15, at APEEJAY INSTITUTE OF

TECHNOLOGY-SCHOOL OF MANAGEMENT hereby declare that this
Project Report under the title customer attitude towards pepsico
product Ninbooz is the record of my work under the guidance of
DR. A.K UPADHYAY.
This report has never been submitted to anywhere else for award of
any degree.

Customer attitude toward Pepsico product Nimbooz

Certificate
This is to certify that Yashika gupta, a student of PGDM 1st year batch of
Apeejay Institute of Technology , School of Management ,Greater Noida has
done the project work on
customer attitude towards pepsico products Nimbooz under my supervision
and guidance . I understand this project report is being submitted to Apeejay
Institute of technology-School of Management Greater Noida for award of
degree of PGDM. To the best of my knowledge, this report has not been
submitted to any other University for award of any other degree.

During this period, I have found the performance of his work satisfactory.

Dr. A.K UPADHYAY

(Guide)

Customer attitude toward Pepsico product Nimbooz

Acknowledgement
I would like to express my greatest gratitude to the people who have
helped & supported me throughout my project. I am grateful to my teacher
DR. A.K UPADHYAY & Other Faculty for their continuous support for
the project, from initial advice & contacts in the early stages of conceptual
inception & through ongoing advice & encouragement to this day.
A special thank of mine goes to my colleague who helped me in
completing the project & They exchanged their interesting ideas, thoughts &
made this project easy and accurate.
I wish to thank my parents for their undivided support and interest who
inspired me and encouraged me to go my own way, without whom I would be
unable to complete my project. At last but not the least I want to thank my
friends who appreciated me for my work and motivated me and finally to God
who made all the things possible...

YASHIKA GUPTA
PGDM (1st YEAR)

Customer attitude toward Pepsico product Nimbooz

Content

INTRODUCTION

COMPANY PROFILE

PREFACE

OBJECTIVES

LIMITATIONS

METHODOLOGY

SWOT ANALYSIS

MARKETING STRETEGIES

QUESTIONIER

CONCLUSION

Customer attitude toward Pepsico product Nimbooz

Introduction
Pepsi Co is the world leader in the food chain business. It mainly consists of the
companies, amongst which the prominent ones are Pepsi Cola, Pepsi food
international, Pizza-hut, KFC etc. which is engaged in the most profitable
businesses of Beverages, Snacks, Foods and Restaurants. At present, the Pepsi
Cola Company is producing and marketing many refreshment beverages to
retail customers in more than one hundred countries around the world.
Pepsi Cola ever since of its existence has strengthened its operations in many
countries and have witnessed the growth and diversification in its all functional
areas. One of the strengths that has contributed for the development of
PepsiCo is its strong franchise system. The strong franchise system was the
backbone of success along with a great entrepreneur spirit. Pepsi spent a large
amount on its promotion and advertising campaign every year. This enormous
advertisement and promotion budget allows PepsiCo to reinforce its products,
to introduce new products and make the consumer aware of their new products
very quickly. In the beverages segment, the dominating brands of PepsiCo are
Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi.
PepsiCo products are distributed to many outlets, viz. convenience stores,
restaurants, movie theatres and almost and all conceivable spots. Hence,
PepsiCo is one of the most well-known brands in the world today, available in
over 160 countries. The company has an extremely positive outlook for India.
Apart from North America, the two largest economies of the world, India and
China are the growing markets for its business. With the introduction of the
liberalization policies since 1991, PepsiCo starts its operations in India viz.
manufacturing, research and development, marketing, distribution and
franchising for its products.
At present Pepsi has about forty bottling plants in India, few of them are owned
by the company and remaining are owned by Indian franchisees. The PepsiCola marketing phrases have changed many times over the years since its
inception from the beginning of nineteenth century. The latest phrase of
PepsiCo is "Yehhaiyoungistanmerijan and My Pepsi My Way". The PepsiCo
have made an addition to its portfolio of Pepsi beverages by launching
"Nimbooz" on February 2009 in India. This latest brand of PepsiCo has been
launched in India in order to meet the consumer taste and expectations like
natural and delicious lemony refreshment similar to homemade nimbupani with
hygienic taste.

Customer attitude toward Pepsico product Nimbooz

Preface
The socio-economic environment of the consumer, determine the brand name
and loyalty of the company. The brands which creates the value for the
customer through their attractive and innovative strategies are always capable of
sustaining and improving their strong brand name and value with the
consumers. Consumer's choice, taste and preferences are based upon his
satisfaction level on the amount of money, he spend on the purchase of the
product. Hence, the companies are always striving to offer something unique
and special, which their competitors can not match easily. In order to implement
these type of marketing strategies, the companies needs to examine deeply the
changing needs, preferences, tastes and desires of the consumers. In the fast
growing economies of the world like India, the socioeconomic status of the
consumers are rapidly improving. This considerable change in lifestyle of the
average consumers of India have led to diversify and expand the scope of
business for the fast food and soft drinks. Hence, the consumers are the best
judges, who assess the quality and quantity of the final product or brand being
offered to them by different market players. Therefore, it compels us to know,
to what extent the marketing strategies of PepsiCo, who is known as a major
player in the field of soft drinks business, have influenced the attitude of the
consumer. In this backdrop, the present study was carried out to assess the
consumer behaviour towards the latest PepsiCo product 'Nimbooz' in Greater
Noida of the State of Uttar Pradesh.

Objectives
The study was carried out keeping in view the following main objectives
* To study the consumer satisfaction level towards the PepsiCo product
'Nimbooz'.
* To analyse the attitude of customer towards the present marketing
strategies followed by the company in order to promote the product
'Nimbooz' in the market.

Customer attitude toward Pepsico product Nimbooz

* To assess the factors which influence the buying behaviour of

consumers for the product 'Nimbooz'.OF PEPSICO INDIA.

LIMITATIONS
Time Constraint
Since our project had to submit in five to six weeks, so obviously it was a bit tedious.

Insufficient Data
Since the data available in the bank was confidential, so the information to be used in the
project was insufficient.

Methodology
A soft drink consumer enjoys lot of choices as there are different brands with
different tastes and features available in the market. The present study was
carried out in order to understand the consumer attitude towards PepsiCo
product 'Nimbooz' in greater Noidaof the State of Uttar Pradesh . The study
was based on primary and secondary data. In order to get the primary data, the
census method of sampling was not possible, hence, we selected the sample of
20respondents on random basis. The consumption pattern of the soft drinks
varies among different age groups of people, therefore a due care was taken to
ensure that the sample selected was truly representatives of the whole
population to be studied and the special care was also taken to cover the
respondents of all age groups in the sample for study. The required information
was obtained through a well-designed questionnaire. The information thus
collected was analysed with the help of various statistical tools and techniques
like percentages and averages.

Customer attitude toward Pepsico product Nimbooz

SWOT ANAYSIS
NIMBOOZ

Strengths:
SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the
environmental Opportunities and Threats facing that firm. A good fit maximizes a firms
strengths and opportunities and minimizes its weaknesses and threats. Accurately applied,
this simple assumption has powerful implications for the design of a successful strategy. The
marketing mix is driven by the results of swot analysis.
Strengths:
Company has a very established name and good reputation
As the target customers of pepsi is young generation, so pepsi has mostly brand loyal
customers.
Most of the customers are satisfied with the price of pepsi.
Pepsi spends a lot of budget on its advertising.
Pepsi has a very vast distribution channel and it is easily available everywhere.
Pepsi offers many discount schemes for customers time to time.
Pepsi Cola is sponsoring sports, musical concerts etc.
Stylish packaging like in my can.
Since Pepsi is has youth Icons of India as its Brand Ambassadors (e.g. Sachin
Tandulkar,Ranbir Kapoor, MS Dhoni etc.) which is also a strong point for the company.
Pepsi has had alliances with most of the popular actors, it has been the Official Sponsor of
Indian cricket team for a long time now. Pepsi's 'Change The Game' ad campaign in the 2011
Cricket World Cup was a mega success and boosted the Sales a lot.Weakness
Pepsi targets only young customers in their promotion.
Pepsi tin pack is not available in far off rural areas.
As people are becoming more aware that carbonate drinks have a bad impact on health,
therefore sale of carbonate drinks may decrease.
Not all PepsiCo products bear the company name like Mirinda, 7up.Opportunities
Company may start entering rural areas also.
Increased interests of people in musical groups, cultural shows and sports has provided an
opportunity for pepsi to increase its sales through them.
growth in healthier beverages, growth in RTD tea and Asian beverages.

Customer attitude toward Pepsico product Nimbooz

Threats
The main competitor of company is Coca Cola. Coke has started its advertisements more
effectively and it is a very strong threat for pepsi. Coke also had some successful ad
campaigns in the likes of 'Thanda matlab Coca Cola' and Coke - 'Open Happiness' compared
to Pepsi`s OH YES ABHI.
Due to obesity and health awareness, carbonate consumption is slightly decreasing and Coca
Cola has more number of healthier brands of minute maid as compared to PepsiCo`s
Nimbooz.

Pepsi is blamed for pesticide residues in their products in one of their promising emerging
market e.g. in India.

How Internal and External factors affecting the strategies

Marketer needs to be the good at building relationships with customer, others in company and
external links. To do this effectively they must understand the major environmental forces
that surround all these relationships. By carefully studying the environment, marketers can
adapt their strategies to meet new market places, challenges and opportunities. Some of the
external or internal environmental factors that affect the market trend of the companies are as
following:
EXTERNAL ENVIRONMENT: The macro environment consists of larger societal factors
that affect the microenvironment. The external factors are not under the control of marketers.
They can just observe them and make strategies in light of these factors. Some of these
factors are:

Demographic Factors:
Age: Pepsi should target that customer group that consumes it the most and make
promotional strategies according to their behavior. So their main target is young generation.
Education: A company has to make promotional strategies according to the customer level. If
the percentage of education is higher in a country; then through advertisements people can
me made well aware of their product and can convey their messages easily. Promotion and
education has a direct relationship.
Population Distribution: It means how much people live in urban and rural areas. Pepsi is
focusing more on urban areas as people there are more inclined towards carbonated drinks
like Pepsi as compared to rural areas where people prefer drinking lassi and desi drinks.

Economic Factors:

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Customer attitude toward Pepsico product Nimbooz

Income and Income per capita: If the income or per capita income of people increases, it will
have a positive effect on the sale of pepsi.
Inflation: If the country faces inflationary trend in market, the price of pepsi will ultimately
increase, which will lower its demand.
Fiscal policy: If the heavy tax is levied on pepsi, its price will increase which will have
negative effect on consumption.
Monetary policy is made to restrict or increase the flow of money in market.If the policies are
made to restrict the flow of money in market, the inflation can be controlled, which
ultimately increase the consumption of pepsi.

Natural/Physical Factors:
Region: India is divided into different geographical regions. Marketing and sale of pepsi is
different in different geographical regions. In hot areas its demand is more like in Rajasthan,
Punjab.
City size: The cities which are densely populated, the consumption of pepsi is more.
Climate: Pepsi is more suitable for humid or hot weathered conditions. It is the source of
refreshment when the person is thirsty due to hot weather.
Infrastructure: Roads are the basic need for transportation of pepsi from one place to another.
Pepsi cannot open factories in any city as it has to transport to other cities where pepsi is
demanded.
Electricity is the basic necessity for production of any product. Constant load shedding slows
down the process of production, which can lower market share.

Technological Factors:
Research and Development: Through research and development, quality of product can be
improved or better techniques or machinery can be developed which can increase the
production. Hence the company experience growth in business.
Political and Legal Factors:
Political stability: If there is political stability in the country the policies and strategies made
by Pepsi can be consistent to be implemented. Foreign Countries are also keen to invest in
those countries which are politically stable where they have no fear of decline in their market
share or shutdown due to sudden change of government.
Mixed Economy: In mixed economy, government and private sector both play their role in
developing the economy of the country. Investment by the foreign country like pepsi is more
likely to flourish in mixed economy.
Laws Formulation: The government has given copy rights to Pepsi in India so that another
company cannot sell their products by the name of pepsi.
Social responsibility: Pepsi`s social responsibility is to provide its customer with clean and
hygienic product. So to do this, they have increased the use of disposable bottles.

Social and cultural factors:

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Customer attitude toward Pepsico product Nimbooz

Psychographic: It is a combionation of demographic and psychological factors. Psychological

attributes mean how you perceive things. Keeping in view the behavior of different customers
is not alike, they have to make their marketing strategies in accordance with their
requirements so that customers are convinced to buy their product.
Religious: Religious factors can influence the market sales of pepsi as it happened in 2003,
when US led attack on Iraq, wide sections of society in Pakistan have banned American
multinational coke and pepsi.
Social Status: Pepsi is a well renowned brand. People who are brand conscious will not drink
beverages of lesser known brands such as Royal Crown cola. They will try to show their
status by drinking pepsi which is known to all as quality drink.
Media: It is a very important factor for marketing. Media these days is a very effective way of
inspiring people to buy a specific product. A good promotion can boost up sales to a great
extent.

Micro or Internal Factors

Customers: There are 3 types of customers
1.Consumer
2.Business
3.Government
Pepsi`s main focus is the consumers which are the end users. Pepsi has to make its
marketing strategies keeping in view the consumer buying behavior. Consumer buying
behavior is affected by the certain factors like cultural factors, social factors
and psychological factors. So the producer should keep these factors in mind while
promoting their product so that they can acquire the customers and increase their market
share.
Every consumer has a different perception of different products. Some consumers are
impressed by one quality of the product which may be in the view of other consumers may
not that impressive. So to deal with the different consumers in a society, one should know
about the consumer buying behavior process which may help in making a true picture of the
product in the mind of consumers.

Suppliers
He is the person who provides the raw materials to the producers and the sellers. Supplier
form an important link in the company`s overall customer value delivery system. They
provide the resources needed by the company to produce its goods and services. PepsiCo
International provides raw material to Pepsi franchise in India. Rising supply cost may force
price increase that can harm the company`s sale volume.

Competitors

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Customer attitude toward Pepsico product Nimbooz

He is the person who is selling the same type of product in the market. The marketing
concept states that to be successful a company must provide greater customer value and
satisfaction than its competitor do.
When we are talking of soft-drinks, how cannot Pepsi and Coke be reminded of; Pepsi and
Coca Cola are two international soft-drink giants which control most of the softdrinks beverage business in the world. Pepsi has a tough competition with coca cola and it
faces a little competition with local producers like Rc Cola, Alfa, Campa Cola (popular
Indian soda introduced in 1977), Red Bull(energy drink) etc. The local producers hardly
affect the sale of pepsi in the market.

Pepsi and Coke command over 95% of the soft-drink market in India.
Coke was the leading Indian soft-drink brand in 1977 when a government regulation to share
the Coke's secret formula forced Coca Cola to exit India. Coke re-entered India in 1993 after
the policies were relaxed a bit. Coke acquired local Indian brands like Thums Up, Limca,
Maaza, Citra and Gold Spot and made a strong come back into the Indian Markets.
PepsiCo entered India in 1989 with a joint venture with Parle Agro and Voltas India Ltd. In
1995, Coke had 52 % of the Indian soft-drink market share and Pepsi had around 42% market
share.
Coke Marketing usually focuses on:
Coca Cola - Redefining Itself, Rejuvenation, Refreshment, Health and Nutrition,
Replenishment
Pepsi advertising focuses on:
Slandering Coke, Youth, Market Segmen
Pepsi's Distribution:
1)Exclusive contracts with franchise bottlers and independent distributors and retailers like
Walmart.
Coke's distribution:
1)Independent bottlers with exclusive contracts.
2)Coca- cola enterprises.
Coca-cola relies heavily on value: quality is more than something we see or
taste.(http://www.coca-cola.com).
Pepsi, on the other hand, relies on its success resulting from superior products and high
standards of performance (http://www.pepsico.com).

Moreover, PepsiCo has a number of products in the Food segment like potato chips, Quaker
oatmeal etc. as opposed to Coke which deals mainly in the Beverages, this provides PepsiCo
more range and thus a deeper penetration into the Markets.

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Customer attitude toward Pepsico product Nimbooz

Market Intermediaries/ Distributers

PepsiCo licenses bottlers in various market that buy its syrup concentrate.
These bottlers then carbonate and bottle the syrup to sell them to distributors or retailer

FACTORS FORCHANNELDESIGN
Assortment of Goods: Pepsi has a wide assortment of goods. In beverages some very famous
are Pepsi Mirinda, 7up, Slice etc Aquafina, Lehar Soda also.
Ubiquitous: Restaurant, Pan shops, Kirana Stores, Confectionaries, Pepsi on wheels, all these
are some examples of the fact that the product Pepsi is ubiquitous. Distributers maintain the
image of the product and sale in the market. If items are not properly placed by the
distributer, it will disperse the market.

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Customer attitude toward Pepsico product Nimbooz

Marketing stretegies

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Customer attitude toward Pepsico product Nimbooz

QUESTIONNAIRE
NAME

:-

AGE
a) 18-25
d) 46-55
Marital status
a) Married

b) 26-35
e)56-above

c) 36-45

b) unmarried

Monthly income
a) 0-10k
b)10k-25k
d) 35k-50k
e) 50k-above

c)25k-35k

Number of members in the family

A) 1-3
b) 4-6
c) 7-above
1) Do you like soft drinks?
a) Yes
b) no
2) Which soft drink do you prefer the most? Please rank them according
to your preference.
a) nimbooz
b) mountain dew
c) coca cola
d) Sprite
e) any other specify
3) Do you like nimboozbecause:a) Price
b) Easy available
c) Taste
d) Healthy
e) Itis liked by your friends
4) Do you find nimbooz costly?
a) Yes
b) no

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Customer attitude toward Pepsico product Nimbooz

5) Do you prefernimbooz mainly due to:

a) Taste
b) price
d) Any other

c) brand

6) Do you think nimbooz should manufacture new variant?

a) Yes
b) no
7) Do you think nimbooz needs improvement?
a) Yes
b) no
8) What is the optimal amount o cold drink quantity that which you
prefer?
A) 200ml
b) 300ml
c) 500ml
D)1ltr
e)2 ltr
9) Are you satisfied with the pricing of nimbooz?
a) Highly satisfied
b) satisfied
satisfied
d) Dissatisfied
e) undecided

c) moderately

10) What changes do you suggest for the nimbooz to make it more
popular?(1 for the least preferred and 5 for the most preferred)
a) Advertising
1
4

2
5

b) Packaging
1
4

2
5

C) Pricing
1
4

2
5

D) Promotional scheme
1
3
4
5

10) How will you rate the attribute that affect your decision to buy the
product nimbooz?

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Customer attitude toward Pepsico product Nimbooz

a) Taste
1
4

2
5

B) pricing
1
4

2
5

c) Non-carbonated
1
4

2
5

D) refreshing and energizing

1
2
4
5

11) how far you are satisfied with the product nimbooz:?
a) Highly satisfied
satisfied
d) Dissatisfied

b) satisfied

c) moderately

e) undecided

12) Do you think the packaging range of nimbooz should be wider i.e
available in 1 ltr packaging?
a) Yes

b) no

13) doyoy find any deference in the price of Nimboozan the other
brands?
A)yes , nimbooz is cheaper
b) no, all are same
c) there are other cheaper than Nimbooz

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Customer attitude toward Pepsico product Nimbooz

ANALYSIS

1) Do you like soft drinks?

a) Yes 77%
b) No 23%

DO YOU LIKE SOFT DRINK?

6, 30%

YES
14, 70%

19

NO

Customer attitude toward Pepsico product Nimbooz

2) Which soft drink do you prefer the most? Please rank them
according to your preference.
a) Nimbooz 30%
b) Mountain dew 17%
c) Coca cola 15%
d) Sprite 25%
e) Others 13%

Sales

OTHER
15%

NIMBOOZ
30%
NIMBOOZ
MOUNTAIN DEW
COCA COLA
SPRITE

SPRITE
25%

OTHER

MOUNTAIN DEW
15%

COCA COLA
15%

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Customer attitude toward Pepsico product Nimbooz

3) Do you like nimbooz because:a) Taste 45%

b) Easy availability 10%
c) Price 25%
d) Health 12%
e) It like by your friend 8%

FACTORS

IT LIKE BY YOUR
FREAND
10%
HEALTH
10%
TASTE
45%

TASTE
EASY AVAILABLE

PRICE
25%

21

EASY
AVAILABLE
10%

PRICE
HEALTH
IT LIKE BY YOUR FREAND

Customer attitude toward Pepsico product Nimbooz

4) Do you find nimbooz costly?

a) Yes 30%
b) No 70%

PRICE

YES
30%
YES
NO
NO
70%

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Customer attitude toward Pepsico product Nimbooz

5) Do you think nimbooz should manufacture new variant?

a) Yes 40%
b) No 60%

NEW VARIANT

YES
40%
YES
NO
NO
60%

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Customer attitude toward Pepsico product Nimbooz

6) Do you think nimbooz needs improvement?

a) Yes 45%
b) No 55%

IMPROVEMENT

YES
45%
NO
55%

24

YES
NO

Customer attitude toward Pepsico product Nimbooz

7) What is the optimal amount of cold drink quantity that which you
prefer?
a)
b)
c)
d)
e)

200ml 45%
300ml 12%
500ml 22%
1 ltr 13%
2 ltr 8%

amount
2 ltr
10%
1 ltr
10%
2ooml
2ooml
45%

500ml
1 ltr

500ml
20%

2 ltr

300ml
15%

25

300ml

Customer attitude toward Pepsico product Nimbooz

8) Are you satisfied with the pricing of nimbooz?

a)
b)
c)
d)
e)

Highly satisfied
Satisfied
Moderately
Dissatisfied
Undecided

35%
20%
20%
17%
8%

satisfaction

undecided
10%

Dissatisfied
15%

a) Highly satisfied
a) Highly satisfied
35%

moderately satisfied
Dissatisfied

moderately satisfied
20%

undecided

satisfied
20%

26

satisfied

Customer attitude toward Pepsico product Nimbooz

9) What changes do you suggest for the nimbooz to make it more

popular? (1 for the least preferred and 5 for the most preferred)
a)
b)
c)
d)

Advertising
Packaging
Promotion
Pricing

100%
90%
80%
70%
5

60%

4
50%

40%

30%

20%
10%
0%
advertisement

27

packeging

promotion

pricing

Customer attitude toward Pepsico product Nimbooz

10) How will you rate the attribute that affect your decision to buy the
product nimbooz?
a)
b)
c)
d)

Taste
Pricing
Non-carbonated
Refreshing & energizing

8
7
6
1

2
4

3
4

5
2
1
0
taste

28

pricing

non-carbonated

refresing & energizing

Customer attitude toward Pepsico product Nimbooz

11) How far you are satisfied with the product nimbooz:?
a)
b)
c)
d)
e)

Highly satisfied
Satisfied
Moderately
Dissatisfied
Undecided

20%
35%
25%
12%
8%

stisfaction
5%
15%

20%

highly stisfied
satisfied
moderetly
distisfied
undecided

25%
35%

29

Customer attitude toward Pepsico product Nimbooz

12) Do you think the packaging range of nimbooz should be wider i.e
available in 1 ltr packaging?
a) Yes
b) No

40%
60%

packeging

40%
yes
no
60%

13) do you find any deference in the price of Nimbooz and the other
brands?
a) Yes , nimbooz is cheaper
b) No, all are same
c) Other are cheaper than nimbooz

45%
40%
15%

15%
yes, nimbooz is cheaper
45%

40%

30

no, all are same

other are cheaper than
nimbooz

Customer attitude toward Pepsico product Nimbooz

CONCLUSION

Consumer's attitude towards PepsiCo product "Nimbooz"

In order to analyse the consumers attitude towards 'Nimbooz', the respondents
were asked whether they like the NIMBOOZ of PepsiCo. The large number of
respondents (77percent) stated in affirmative. Whereas only 23percent replied in
negative. On the basis of this information, it can be inferred that the PepsiCo
brand 'Nimbooz' could be the main choice of the consumers among different
brands of cold drinks in the future. Hence, the PepsiCo need to initiate the
different market strategies which can help in expanding the product promotion
in different areas.
Pricing of the product is a very important factor which determines the brand
preference of the consumer in a competitive market situation. How far the
pricing of the product can affect the brand preference, the respondents were
asked how far they are satisfied with the pricing of the product 'Nimbooz' by
PepsiCo.the majority of the respondents i.e. 46percent pointed out that they are
satisfied, 23percent were found moderately satisfied and 20percent stated that
they are highly satisfied with the pricing of the product. Whereas, only 7
percent of the respondents were found dissatisfied with the pricing of the
product 'Nimbooz'.

Attitude towards the product promotional strategies

there are different promotional strategies for the product in the market,
notwithstanding, which promotional campaign makes the product most popular
among the customer, entirely depend upon the prevailing marketing situations.
However, the brand preference of the customer is not always constant. Different
brand names have different kind of positioning in different market situations.
We gave the consumers four different kind of components i.e. advertising,
packaging, pricing and various promotional schemes and the respondents were
asked to assign the changes which they wish to suggest in order to make the
product more popular. In each components, 1 was assign to least preferred and 5
was assigned to most preferred. the maximum numbers of respondents have

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Customer attitude toward Pepsico product Nimbooz

suggested that the volume of advertising is not adequate and there is a need to
improve advertising campaign for the product 'Nimbooz' so as to make it more
popular. The packaging of the Nimbooz in the existing pattern was found
satisfactory by the majority of respondents. In case of promotional schemes the
maximum number of the respondents was found in favour of the need to initiate
more innovative tools and methods in order to increase the popularity of the
product 'Nimbooz'. Hence, the majority of the respondents suggested that the
existing promotional schemes are not adequate; therefore, there is an urgent
need to change the promotional tools for the product 'Nimbooz', which can be
unique and suitable in the existing extent of competition in the cold drinks
market.

Consumer attitude towards the brand attributes

The different attributes of brand like taste, pricing, packaging and any other
specific quality that assist the marketers towards an appropriate direction and
positioning of the brand in the mind of the customer. In view to analyse the
consumer attitude towards the brand attributes, the respondents were given four
product attributes viz. taste, pricing, noncarbonated, refreshing and
energising in nature and they were required to rate each attributes 1 to 5 (1 for
least preferred and 5 for most preferred) that effect their decision to buy the soft
drink 'Nimbooz'. The results shown in the chart reveals one clear fact that the
consumer taste, pricing, refreshing and energising nature of the product mostly
determine the buying decision and behaviour. Whereas, the average consumers
prefer to buy the product 'Nimbooz' because of its non-carbonated nature.
Hence, it can be stated that a product can occupy a significant position in the
mind of the customers only if all attributes of the product are appropriately
matched with the customer preference. In the present study the brand attributes
like taste, price, refreshing and energising in nature were rated as the major
variables which effects the buying behaviour of the consumers.

Consumer's satisfaction level

The analysis of consumer psychology hold much importance in marketing

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Customer attitude toward Pepsico product Nimbooz

because in modern market, the consumer in addition to rationally buying a

product are also emotionally attached to it. Consumption of soft drinks not only
quenches thrust of the consumers but also have a psychological linkage with the
consumer. In order to understand the satisfaction level of the consumer from the
product 'Nimbooz', the respondents were asked to what extent they are satisfied
with the product. the large majority of the respondents were found satisfied
(highly satisfied=44 percent and satisfied=34 percent) and only 8percent of the
respondents stated that they are not satisfied with the product. Further, in view
to assess the existing packaging system of the product 'Nimbooz' the
respondents were asked whether the packaging range of the product 'Nimbooz'
needed to be changed or not. The consumer's response that the maximum
respondents (76percent) stated that the packaging range of the product Nimbooz
should be wider and it should be available in one and two liter packaging.

Conclusions and Suggestions

In brand preference analysis and consumer satisfaction, it was found that the
PepsiCo products Nimbooz were preferred by the consumers and the
consumers were found satisfied with the taste and price of the product. The
majority of respondents replied that they like the Nimbooz and they are
satisfied with the pricing pattern of the product 'Nimbooz'. While analysing the
promotional strategies of PepsiCo for the 'Nimbooz', it was found that there is a
need to improve the system of advertising and promotional schemes so as to
make the product more popular among consumers. Whereas the consumers
were found satisfied with the pricing and packaging strategies followed by the
company for the product 'Nimbooz'. Further, while analysing the attitude of
consumers towards the brand attributes, it was found that there is a positive
relationship between the brand attributes and consumers preference. Hence, it
was concluded that the consumer preference and buying behaviour is
determined by the product and brand attributes. Therefore, the marketing
strategies of the targeted towards youngsters because the youngsters are treated
by the society as trend makers about the brand to be purchased and also brand
conscious.

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Customer attitude toward Pepsico product Nimbooz

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