Consumer Preferences and Buying Patterns for Coca Cola Soft Drink Products

A STUDY ON CONSUMERS PREFERENCES TOWARDS SOFT DRINK PRODUCTS
Project Report submitted in partial fulfillment of the requirements for the award of
Degree of Master of Business Administration of
Bharathiar University, Coimbatore
By
T.M.SANTHOSH
(Register No: 1235F0694)
Under the Guidance and Supervision of

Prof.K.R.SENTHILVELKUMAR B.E., MBA
Jansons School of Business

Approved by AICTE & Affiliated to Bharathiar University
KARUMATHAMPATTI, COIMBATORE-641 659
SEPTEMBER 2013
BONAFIDE CERTIFICATE
JANSONS SCHOOL OF BUSINESS

Approved by AICTE & Affiliated to Bharathiar University
An ISO 9001-2008 certified and NBA-AICTE accredited institution
Karumathampatti, Coimbatore-641659.
Ph. 0421-2336161
Fax: 0421-2334742 E-Mail: info@jsb.ac.in
BONAFIDE CERTIFICATE
This is to certify that the Project Report entitled A STUDY ON CONSUMERS
PREFERNECES TOWARDS SOFT DRINK PRODUCTS submitted to the Bharathiar
University in partial fulfillment of the requirement for the award of the Degree of Master of
Business Administration is a record of original and independent research work done by
T.M.SANTHOSH during the period of study from MAY 2013 to JULY 2013 under my
supervision and guidance and the thesis has not formed the basis for the award of any
Degree/Diploma/Associate ship/Fellowship or other similar title of any candidate of any
University.
FACULTY GUIDE
CEO
Viva-voce held on __________________________________
INTERNAL EXAMINER
EXTERNAL EXAMINER
COMPANY CERTIFICATE
DECLARATION
DECLARATION
I, T.M.SANTHOSH hereby declare that the Project Report entitled A STUDY ON

CONSUMERS PREFERENCES TOWARDS SOFT DRINK PRODUCTS submitted to the
Bharathiar University, in partial fulfillment of the requirements for the award of the Degree of
Master of Administration is a record of original and independent research work done by me
during the period of study from 23-05-2013 to 05-07-2013 under the Supervision and Guidance
of Prof.K.R.SENTHILVELKUMAR and it has not been formed the basis for the award of any
Degree/ Diploma/ Associate ship/ Fellowship or other similar title of any candidate of any
University.
Date:
Signature of the Student
ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
I extend my hearty thanks to Mrs. LAKSHMI, Human Resource management of COCA

COLA, Chennai for granting me permission to do the project work in their esteemed concern.
I would be deeply obliged to thank Mr. SAJAN S.MATHEWS, Marketing Department, for
providing me an opportunity to do the project in Coca Cola, Chennai.
I would be grateful to express my sincere thanks to Prof. S.MOHAN, CEO of JANSONS

SCHOOL OF BUSINESS, COIMBATORE for providing me an opportunity to do the project.
I would be grateful to express my sincere thanks to Prof. K. R. SENTHILVELKUMAR for his

support and guidance to complete the project.
I would be obliged to thank Prof. R.PALANISWAMY for his all support and guidance in data
analysis and drawing inferences.
TABLE OF CONTENTS
CHAPTER NO
1.0
2.0
3.0
4.0
5.0
PARTICULARS
EXECUTIVE SUMMARY
INTRODUCTION
1.1 INDUSTRY PROFILE
PAGE NO
01
03
1.2 COMPANY PROFILE
13
1.3 PRODUCT PROFILE
14
1.4 PROJECT PROFILE
21
1.5 RESEARCH OBJECTIVES
21
LITERATURE REVIEW
2.1 CONCEPTUAL DEFINITIONS
23
2.2 LITERATURE REVIEW

RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
26
3.2. SAMPLING DESIGN

3.3 DATA COLLECTION DESIGN
31
31
3.4 ANALYSIS DESIGN
32
3.5 LIMITATIONS
33
ANALYSIS AND INTERPRETATION

FINDINGS, CONCLUSIONS AND SUGGESTIONS
5.1 FINDINGS
5.2 CONCLUSIONS
5.3 SUGGESTIONS
35
BIBLIOGRAPHY
99
30
96
97
97
APPENDICIES
QUESTIONNARIE
101
10
LIST OF TABLES
TABLE NO
TITLE
PAGE NO
4.1
REASON FOR SHOPPING
36
4.2
NATURE OF PURCHASE
37
4.3
USE OF SOFT DRINKS
38
4.4
CONSUMPTION OF SOFT DRINKS
39
4.5
INFLUENCE ON PURCHASE
40
4.6
BRAND PREFERENCE
41
4.6.1
BRAND PREFERENCE- COLA DRINKS
41
4.6.2
BRAND PREFERENCE- MANGO DRINKS
42
PERCEPTION OF TASTE
43
4.7.1
PERCEPTION OF TASTE- COCA COLA
43
4.7.2
PERCEPTION OF TASTE- FANTA
44
4.7.3
PERCEPTION OF TASTE- SPRITE
45
4.7.4
PERCEPTION OF TASTE- THUMSUP
46
4.7.5
PERCEPTION OF TASTE- LIMCA
47
4.7.6
PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE
48
4.7.7
PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT
49
4.7.8
PERCEPTION OF TASTE- MAAZA
50
4.7.9
PERCEPTION ON TASTE OF COCO COLA PRODUCTS- A
51
4.7
COMPARISON
4.8
BUYING PATTERN
52
4.9
QUANTITY PURCHASED
53
4.10
PLACE OF PURCHASE
54
4.11
INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS
55
4.11.1
COCA COLA
55
4.11.2
FANTA
57
4.11.3
SPRITE
59
4.11.4
THUMSUP
61
4.11.5
LIMCA
63
11
4.11.6
MINUTE MAID PULPY ORANGE
65
4.11.7
MINUTE MAID MIXED FRUIT
67
4.11.8
MAAZA
69
SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS
72
4.12.1
COCA COLA
72
4.12.2
FANTA
73
4.12.3
SPRITE
74
4.12.4
THUMSUP
75
4.12.5
LIMCA
76
4.12.6
77
4.12.7
78
4.12.8
MAAZA
79
4.12.9
SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A
80
4.12
COMPARISON
4.13
OPINION ON COCA COLAS MASS MEDIA ADVERTISEMENT
81
4.14
THE M OST ATTRACTIVE COLA DRIN KS ADVERTISEMENT
82
4.15
THE MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT
83
4.16
I NFLUENCE OF ADVERTISEMENT IN THE PURCHASE OF COCA
84
COLA PRODUCTS
4.17
CELEBRITIES ENDORSEMENT LIKED MOST
85
4.17.1
AMIRKHAN
85
4.17.2
VIJAY
86
4.17.3
KATRINA KAIF
87
4.17.4
SALMAN KHAN
88
4.17.5
KAREENA KAPOOR
89
4.17.6
CELEBRITIES ENDORSEMENT LIKED MOST- A COMPARSION
90
4.18
CLASSIFICATION OF RESPONDENTS BASED ON GENDER
91
4.19
CLASSIFICATION OF RESPONDENTS BASED ON AGE
92
4.20
CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION
93
4.21
CLASSIFICATION OF RESPONDENTS BASED ON INCOME
94
12
LIST OF CHARTS
CHART
TITLE
PAGE NO
NO
4.1
RRASON FOR SHOPPING
36
4.2
NATURE OF PURCHASE
37
4.3
USE OF SOFT DRINKS
38
4.4
CONSUMPTION OF SOFT DRINKS
39
4.5
INFLUENCE ON PURCHASE
40
4.6.1
BRAND PREFERNCES- COLA DRINKS
41
4.6.2
BRAND PREFERNCES- MANGO DRINKS
42
4.7.1
PERCEPTION OF TASTE- COCA COLA
43
4.7.2
PERCEPTION OF TASTE- FANTA
44
4.7.3
PERCEPTION OF TASTE- SPRITE
45
4.7.4
PERCEPTION OF TASTE- THUMSUP
46
4.7.5
PERCEPTION OF TASTE- LIMCA
47
4.7.6
PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE
48
4.7.7
PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT
49
4.7.8
PERCEPTION OF TASTE- MAAZA
50
4.7.9
PERCEPTION ON TASTE OF COCA COLA BRANDS- A COMPARISON
51
4.8
BUYING PATTERN
52
4.9
QUANTITY PURCHASED
53
4.10
PLACE OF PURCHASE
54
INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS-
56
4.11.1
COCA COLA
4.11.2
FANTA
58
4.11.3
SPRITE
60
4.11.4
THUMS UP
62
4.11.5
LIMCA
64
4.11.6
66
13
4.11.7
68
4.11.8
MAAZA
70
4.11.9
INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS- A
71
COMPARISON
4.12.1
SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- COCA
72
COLA
4.12.2
FANTA
73
4.12.3
SPRITE
74
4.12.4
THUMSUP
75
4.12.5
LIMCA
76
4.12.6
77
4.12.7
78
4.12.8
MAAZA
79
4.12.9
SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A
80
COMPARISON
4.13
OPINION ON COCA COLAS MASS MEDIA ADVERTISEMENT
81
4.14
MOST ATTRACTIVE COLA DRINKS ADVERTISEMENT
82
4.15
MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT
83
4.16
INFLUENCE OF ADVERTISEMENT
84
4.17.1
CELEBRITIES ENDORSEMENT LIKED MOST- AMIR KHAN
85
4.17.2
VIJAY
86
4.17.3
KATRINA KAIF
87
4.17.4
SALMAN KHAN
88
4.17.5
KAREENA KAPOOR
89
4.17.6
CELEBRITIES ENDORSEMENT LIKED MOST- A COMPARISON
90
4.18
CLASSIFICATION OF RESPONDENTS BASED ON GENDER
91
4.19
CLASSIFICATION OF RESPONDENTS BASED ON AGE
92
4.20
CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION
93
4.21
CLASSIFICATION OF RESPONDENTS BASED ON INCOME
94
14
Executive Summary:
Joseph Priestley invented carbonated water in the year 1767 in England. Soft drink has
become worlds leading beverage sector and is expected to lead the market value of $5.9 billion
by the end of 2015. Global consumption of soft drinks is rising by 7% a year, well ahead of all
other beverage categories. Coca Cola has come a long way since its beginning; from selling nine
bottles a day to currently 800 million, as well as becoming one of the worldss most recognized
brands. It is head quartered in Atlanta. Coca Cola owns over 400 brands that appeal to many
different people all throughout the world. The specific objectives of the project were to
determine the factors influencing consumers choice of soft drinks products and as well as brands
and to identify the customers buying pattern related to Coca Cola products. The research design
used in this project was Descriptive research and the research method used was survey method.
A survey was conducted and feedback collected from 150 respondents. The data was analyzed
with the help of statistical package SPSS. The findings revealed that the majority of the
respondents are making their purchase on a monthly basis. The majority of the respondents are
doing planned purchase. They buy soft drinks for family use. The majority of the respondents are
purchasing cola drinks and mango drinks. They buy soft drinks mainly for taste. The majority of
the respondents preferred Coca cola in the Cola drinks category and Slice in the Mango drink
category. Their purchasing occasions were during offer period. In offer period they purchase 510litres. The majority of the respondents purchase soft drinks in super markets. The majority of
the respondents prefer Coca Cola for taste, Fanta for advertisement, Sprite for brand name,
Thums Up and Limca for advertisement, Minute maid pulpy orange because of influence of
circle of friends, Minute maid mixed fruit for price and Maaza for taste. Most of the respondents
are satisfied with the price of all Coca Cola products. They stated that Coca Cola advertisement
were good but also that they are not as attractive as that of competitors. Most of the respondents
are attracted by Coca Cola advertisement in Cola drinks category and Maaza in Fruit drinks
category. Most of the respondents liked AamirKhan as celebrity for endorsing Coca Cola
products. Majority of the respondents are Male, belonging to age group of 31-40 years, majority
are doing business and belonging to income category of Rs.15001-30000. Company must
concentrate on creating awareness for Limca, Sprite and Minute maid which are not preferred by
consumers as they prefer only familiar brands such as Coca Cola and Maaza.
15
INTRODUCTION
16
1.1 Industry Profile:
A soft drink (also called soda, pop, coke, soda pop, fizzy drink, tonic, seltzer, mineral,
sparkling water, lolly water or carbonated beverage) is a beverage that typically contains water
(often, but not always carbonated water), usually a sweetener and usually a flavoring agent. The
sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar substitutes (in the case of
diet drinks) or some combination of these. Soft drinks may also contain caffeine, colorings,
preservatives and other ingredients.
Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts
of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the
total volume if the drink is to be considered non-alcoholic. Fruit juice, tea, and other such nonalcoholic beverages are technically soft drinks by this definition but are not generally referred to
as such.
Soft drinks may be served chilled or at room temperature, and some, such as Dr. Pepper, can
be served warm. The first marketed soft drinks in the Western world appeared in the 17th
century. They were made of water and lemon juice sweetened with honey. In 1676,
the Compagnie des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft
drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to
thirsty Parisians.
Carbonated drinks:
In the late 18th century, scientists made important progress in replicating naturally
carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of
infusing water with carbon dioxide to make carbonated water when he suspended a bowl of
distilled water above a beer vat at a local brewery in Leeds, England. His invention of carbonated
water (also known as soda water) is the major and defining component of most soft drinks.
Priestley found that water treated in this manner had a pleasant taste, and he offered it to friends
as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with
Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now called)
17
onto chalk to produce carbon dioxide gas, and encouraging the gas to dissolve into an agitated
bowl of water.
Another Englishman, John Mervin Nooth, improved Priestley's design and sold his apparatus for
commercial use in pharmacies. Swedish chemist Torbern Bergman invented a generating
apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's
apparatus allowed imitation mineral water to be produced in large amounts. Swedish chemist Jon
Jacob Berzelius started to add flavors (spices, juices, and wine) to carbonated water in the late
eighteenth century.
Soda fountains vs. bottled sodas:
In 19th century America, the drinking of either natural or artificial mineral water was
considered a healthy practice. The American pharmacists selling mineral waters began to add
herbs and chemicals to unflavored mineral water. They used birch bark (see birch
beer), dandelion, sarsaparilla, fruit extracts, and other substances. Flavorings were also added to
improve the taste. Pharmacies with soda fountains became a popular part of American culture.
Many Americans frequented the soda fountain on a daily basis. Due to problems in the U.S. glass
industry, bottled drinks were a small portion of the market in the 19th century. (However, they
were known in England. In The Tenant of Wild fell Hall, published in 1848, the caddish
Huntingdon, recovering from months of debauchery, wakes at noon and gulps a bottle of sodawater.) In America, most soft drinks were dispensed and consumed at a soda fountain, usually in
a drugstore or ice cream parlor. In the early 20th century, sales of bottled soda increased
exponentially. In the second half of the 20th century, canned soft drinks became an important
share of the market.
Soft drink bottling industry:

Over 1,500 U.S. patents were filed for a cork, cap, or lid for the carbonated drink bottle
tops during the early days of the bottling industry. Carbonated drink bottles are under great
pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide or
bubbles from escaping. In 1892, the "Crown Cork Bottle Seal was patented by William Painter,
a Baltimore, Maryland machine shop operator. It was the first very successful method of keeping
the bubbles in the bottle.
18
Automatic production of glass bottles:

In 1899, the first patent was issued for a glass-blowing machine for the automatic
production of glass bottles. Earlier glass bottles had all been hand-blown. Four years later, the
new bottle-blowing machine was in operation. It was first operated by the inventor, Michael
Owens, an employee of Libby Glass Company. Within a few years, glass bottle production
increased from 1,400 bottles a day to about 58,000 bottles a day.
Soft drink production:
Soft drinks are made by mixing dry ingredients and/or fresh ingredients (for example,
lemons, oranges, etc.) with water. Production of soft drinks can be done at factories or at home.
Soft drinks can be made at home by mixing either a syrup or dry ingredients with carbonated
water. Carbonated water is made using a soda siphon or a home carbonation system or by
dropping dry ice into water. Syrups are commercially sold by companies such as Soda-Club; dry
ingredients are often sold in pouches, in the style of the popular U.S. drink mix Kool-Aid.
Ingredient quality:
Of most importance is that the ingredient meets the agreed specification on all major
parameters. This is not only the functional parameter (in other words, the level of the major
constituent), but the level of impurities, the microbiological status, and physical parameters such
as color, particle size, etc.
Soft drinks Industry in India:
Soft Drinks in India industry profile provide top-line qualitative and quantitative
summary information including: market size. The profile also contains descriptions of the
leading players including key financial metrics and analysis of competitive pressures within the
market. Essential resource for top-line data and analysis covering the India soft drinks market.
The soft drinks market consists of retail sale of bottled water, carbonates, concentrates,
functional drinks, juices, RTD tea and coffee, and smoothies. However, the total market volume
for soft drinks market excludes the concentrates category. The market is valued according to
retail selling price (RSP) and includes any applicable taxes. Any currency conversions used in
the creation of this report have been calculated using constant 2012 annual average exchange
19
rates. The Indian soft drinks market generated total revenues of $3.8 billion in 2012, representing
a compound annual growth rate (CAGR) of 11% for the period spanning 2009-2012.
Producers:
North America:
The Coca-Cola Company
Dr. Pepper Snapple Group
PepsiCo
South America:
Ajegroup: (Peruvian origin, operates in 14 countries, now headquartered in Mexico),

producers of Big Cola, Cielo (mineral water), Cifrut (fruit juice), Free Tea, Free World Light
(referred to locally as Free Light), Kola Real, Oro, Pulp (nectar), Sporade (sports drink)
and Volt (energy drink)
AmBev: (Brazil, operates in 14 countries, owned by Anheuser-Busch InBev), the largest

bottler of Pepsi Cola products outside the United States, also produces Guarana Antarctica,
Soda Limonada, Sukita, H2OH! and Guara!
Corporacin Jos R. Lindley S.A: (Peru), producers of Aquarius (flavored

water), Burn (energy drink), Coca-Cola, Crush, Fanta, Frugos (nectar), Inca Kola, Kola
Inglesa, Powerade (energy drink), San Luis (mineral water) and Sprite
Embotelladora Don Jorge S.A.C: (Peru), producers of Agua Vida (mineral water), Click
(fruit drink), Isaac Kola and Per Cola
Embotelladora Latinoamericana S.A. (ELSA): (Colombia), producers

of Cyro, Liv (mineral water), RC Cola and Ship
Pepsico Inc Sucursal Del Peru: (Peru), producers of Pepsi Cola, Seven Up, Triple
Kola, Concordia, San Carlos (mineral water), Evervess, Gatorade (sports drink)
and Adrenalina Rush (energy drink)
20
Europe:
Perrier
Jupiler
Africa:
Hamoud Boualem founded in 1878 in Algiers, exports its products to Europe and Canada.
Ifri. another Algerian company based in Bejaia.
India:
Appy Fizz by Parle
Agua Blue (Natural Mineral Water By LR Beverages Pvt Lttd)
Banta (lemon-flavoured soft drink
Bovonto (grape soda produced by Kali Mark)
Campa Cola (popular Indian soda introduced in 1977)
Cloud 9 (energy drink)
Frooti (mango-flavoured drink from Parle Agro)
Frams (Local drink from Pune)
Gold Spot
Grappo Fizz
Ganga (Local drink of Haryana)
Guptas (8 flavoureds soft drinks introduced in 1947)
Juicila (Powdered Soft Drink Concentrate available in Orange, Mango, Lemon, Cola,
Masala, Jaljira )
Limca (lemon-lime soda)
LMN (lemon drink produced by Parle Agro)
Kalimark
Duke's Mangola (mango drink from Dukes bought by PepsiCo)
Duke's Lemonade
21
Maaza (mango drink from Parle bought by Coca-Cola)
Rasna (powdered soft drink)
Real (fruite juice from Dabur)
Red bull (energy drink)
Thums Up (Cola drink from parle argo then bought by coca cola)
777 (soft drink) (Panner,Cola,Orange,Lemon,Clear Lemon Lime,Mango)
Soft drinks time line:
1798 The term "soda water" first coined.
1810 First U.S. patent issued for the manufacture of imitation mineral waters.
1819 The "soda fountain" patented by Samuel Fahnestock.
1835 The first bottled soda water in the U.S.
1851 Ginger ale created in Ireland.
1861 The term "pop" first coined.
1874 The first ice-cream soda sold.
1876 Root beer mass produced for public sale.
1881 The first cola-flavored beverage introduced.
1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.
1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.
1892 William Painter invented the crown bottle cap.
1898 "Pepsi-Cola" is invented by Caleb Bradham.
1899 The first patent issued for a glass blowing machine, used to produce glass bottles.
1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.
1919 The American Bottlers of Carbonated Beverages formed.
1920 The U.S. Census reported that more than 5,000 bottlers now exist.
Early 1920's The first automatic vending machines dispensed sodas into cups.
1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime
Sodas" later called "7 Up". Invented by Charles Leiper Grigg.
22
1957 The first aluminum cans used.
1959 The first diet cola sold.
1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh,
PA. The pull-ring tab was invented by Alcoa.
1963 The Schlitz Brewing company introduced the "Pop Top" beer can to the nation in
March, invented by Ermal Fraze of Kettering, Ohio.
1965 Soft drinks in cans dispensed from vending machines.
1965 The reseal able top invented.
1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink
Association.
1970 Plastic bottles are used for soft drinks.
1973 The PET (Polyethylene Terephthalate) bottle created.
1974 The stay-on tab invented. Introduced by the Falls City Brewing Company of
Louisville, KY.
1979 Mello Yello soft drink is introduced by the Coca Cola company as competition
against Mountain Dew.
1981 The "talking" vending machine invented.
23
Beverage Industry:
The beverage industry is a shifting landscape as volume leading categories such as soft
drinks continue to lose volume versus prior year while functioning and health and wellness
oriented categories enjoy strong volume growth. Functional beverages continue to be the hottest
segment in beverage. Market research firm Zenith International estimates global per capita
consumption of functional beverages will increase 25% from 2010 to 2013, roughly from 5.5
liters per person to 6.9 liters. Industry giants Coca Cola (www.coke.com) and Pepsi
(www.pepsico.com) continue to diversify their portfolios, as evidenced with Cokes acquisitions
involving Glaceaus vitamin water (www.glaceau.com), Fuze (www.drinkfuze.com) and its
recent investment in Zico coconut water (www.zico.com).
The beverage industry refers to the industry that produces drinks. Beverage production
can
vary
greatly
depending
on
which
beverage
is
being
made.
The
website
ManufacturingDrinks.com explains that, "bottling facilities differ in the types of bottling

lines they operate and the types of products they can run". Other bits of required information
include the knowledge of if said beverage is canned or bottled, hot-fill or cold-fill, and natural or
conventional. Innovations in the beverage industry, catalyzed by requests for non-alcoholic
beverages, include: beverage plants, beverage processing, and beverage packing.
Beverage Production:
Beverage production can be a complicated process if you are new to the industry.
Bottling facilities differ in the types of bottling lines they operate and the types of products they
can run: cans vs bottles, hot-fills vs cold-fill, natural vs conventional etc. It is critical to
understand the requirements of your beverage brand before you begin the production process.
Demand for non-alcoholic beverages has been the catalyst for innovations in drink production in
recent years, including beverage plants, beverage processing and beverage packing.
No two beverage plants are alike. The beverage process each beverage production facility
specializes in can vary greatly as can the beverage packing equipment available. There are many
24
types of beverage processing equipment, some of the capabilities you may need to consider
given the requirements of your brand include:
Cold Fill
Hot Fill
Carbonation
Aseptic or tetra pack
Tunnel Pasteurization
Other key considerations are the contract manufacturing fees charged by the beverage production
company to run your product and the geographic location of the facility. If you wish to distribute
your brand in the Northeast but the only facility that can run your product is located in Southern
California, then you need to account for the freight expense of raw materials as well as finishes
product.
Beverage Industry in India:
The food processing industry in India has a total turnover of around USD 65 billion
which includes value added products of around USD 20.6 billion. The beverage industry in India
constitutes of around USD 230 million among the USD 65 billion food processing industry. The
major sectors in beverage industry in India are tea and coffee which are not only sold heavily in
the domestic market but are also exported to a range of leading overseas markets. Half of the tea
and coffee products are available in unpacked or loose form. Among the hot beverages
manufactured in India, tea is the most dominant beverage that is ruling both the domestic and
international market even today.
The taste factor in tea varies according to the taste of individuals in different countries
and the beverage companies in India manufacture the products in accordance with the taste of the
individuals. For example, the inhabitants in the southern parts of India prefer dust tea whereas
the inhabitants in the western part of India prefer loose tea. The Southern India also prefers
coffee a lot. The production capacity of the total packaged coffee market is 19,600 tones which is
25
approximately a USD 87 million market. The soft drink market such as carbonated beverages
and juices constitutes around USD 1 billion producing 284 million crates per year. In the peak
season, the consumption capacity reaches 25 million creates per month and during off season the
same goes down to 15 million crates in a month. Pepsi and Coca cola are the two leading brands
in the Indian market. The mineral water market in India is a USD 50 million industry and
produces 65 million crates. Around 4.9 million crates is usually consumed each month but it
rises to 5.2 million crates in the peak season.
26
1.2 Company Profile:

Coca Cola was founded in the year 1886. In India its headquarters in Haryana. Coca-Cola
Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited
and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign
investments in 1991. In India their CEO was Atul Singh. Since then its operations have grown
rapidly through a model that supports bottling operations, both company owned as well as
locally owned and includes over 7,000 Indian distributors and more than 1.7 million retailers.
Today, our brands are the leading brands in most beverage segments.
Hindustan Coca-Cola Beverages Private Ltd has thirteen authorized bottling partners of
the Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages
under certain specified trademarks of the Coca-Cola Company; and an extensive distribution
system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited
sells concentrate and beverage bases to authorized bottlers who are authorized to use these to
produce our portfolio of beverages. These authorized bottlers independently develop local
markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and
numerous other businesses. In turn, these customers make our beverages available to consumers
across India.
The Coca-Cola system in India directly employs over 25,000 people including those on
contract. As a Company, our products are an integral part of the micro economy particularly in
small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India
is amongst the largest domestic buyers of certain agricultural products. As an industry which has
strong backward and forward linkages, our operations catalysis growth in demand for products
like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. The
Coca-Cola Company has always placed high value on good citizenship. Our basic proposition
entails that our Company's business should refresh the market; enrich the workplace; protect and
preserve the environment; and strengthen the community.
We have used our distribution network for disaster relief, our marketing prowess to raise
awareness on issues such as PET recycling, and our presence in communities to improve access
to education and potable water. Their main competitor is Pepsi Co.
27
1.3 Product Profile:

Coca Cola:
It was launched in the year 1886. It is the flagship brand of the largest manufacturer,
marketer and distributor of nonalcoholic beverages in the world.
Variety:
Cans: 330ml
RGB: 200ml, 300ml,
PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml
Fountain glass: Various sizes
Diet coke:
Diet coke contains plenty of taste but no calories. Diet coke is also known as Coke light
in some countries. It was launched in 1982 in America has become the third largest soft drink.
Variety:
PET: 600ml
Can: 300ml, 330ml
Thums Up:
Originally introduced in 1977. Thums Up was acquired by the Coca Coal company in
1993.
Variety:
Cans: 300ml, 330ml
RGB: 200ml, 300ml, 330ml
28
Sprite:
Since its inception is 1999, Sprite has not only established itself as a brand which
successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban and
straight forward style, but has also achieved status of an undisputed youth 'badge' brand. Today
Sprite is the most preferred and fastest growing soft drink in India and has become the second
largest soft drink in 2009, aiming for the No.1 spot.
Variety:
Cans: 300ml, 330ml
RGB: 200ml, 300ml, 330ml
Fanta:
Fanta entered the Indian market in the year 1993. Perceived as a fun youth brand. Fanta
stands for its vibrant color, tempting taste and tingling bubbles.
Variety:
Cans: 300ml, 330ml
RGB: 200ml, 300ml, 330ml
Limca:
It was launched in 1971; Limca has remained unchallenged as the No.1 Sparkling Drink
in the Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite combined
with the single minded proposition of the brand as the provider of "Freshess".
29
Variety:
Cans: 300ml, 330ml
RGB: 200ml, 300ml, 330ml
Maaza:
It was introduced in the year 1970. Universally loved for its taste, color, thickness and
wholesome properties. Maaza is the mango lovers first choice. In India introduced in 1976.
Variety:
RGB: 200ml, 250ml
PET: 600ml, 1.2lt
Pocket pack: 200ml
Minute maid Pulpy Orange:
The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. They branded it Minute Maid, a name connoting
the convenience and the ease of preparation (In a minute). Launched in 2009.
Variety:
PET: 400ml, 1lt, 1.25lt
30
Minute maid Nimbu Fresh:

It was launched first in South of India in January 2010. Minute Maid Nimbu Fresh started
refreshing the whole India by April 2010.
Variety:
PET: 400ml
RGB: 200ml
Tetrapack: 200ml
Burn:
Burn is the Coca cola Companys most successful energy drink brand. Successful world
over sold in over 80 countries across the world. Launched in North Europe in the year 2000 and
it has expanded to over 80 countries over a short 10 year period.
Variety:
Can: 300ml
Kinley Water:
Kinley water comes with the assurance of safety from The Coca-Cola Company. That is
why we introduced Kinley with reverse osmosis along with the latest technology to ensure purity
of our product. Because we believe that right to pure, safe drinking water is fundamental.
Variety:
PET: 500ml, 1000ml, 2lt, 20lt, 25lt
31
Kinley Soda:
Launched in 2002 Kinley soda today no:1 national soda brand.
Variety:
PET: 500ml
Schweppes:
Schweppes was launched in India in 1999 after the international take over of the brand
from cadbury schweppes.
Variety:
Bitter Lemon: (Glass bottle 250ml)
Tonic Water: (Glass bottle 250ml)
Ginger Ale: (Glass bottle 250ml)
Soda Water: (Glass bottle 250ml)
Georgia Gold:
Introduced in 2004, Georgia Gold range of tea and coffee beverages is the perfect
solution for your office and restaurant needs.
Variety:
Hot beverages:
Coffee, Tea, Hot chocolate. Available in 90-150ml.
Cold beverages:
Lemon Iced tea, Peach Iced tea, Cold coffee. Available in 200-400ml.
32
Bottlers:
In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or
produce) syrup concentrate which is then sold to various bottlers throughout the world who hold
a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially exclusive contracts with the
company, produce finished product in cans and bottles from the concentrate in combination with
filtered water and sweeteners.
The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to
retail stores, vending machines, restaurants and food service distributors.
One notable exception to this general relationship between TCCC and bottlers is fountain
syrups in the United States, where TCCC bypasses bottlers and is responsible for the
manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some
fountain retailers.
In 2005, The Coca-Cola Company had equity positions in 51 unconsolidated bottling,
canning and distribution operations which produced approximately 58% of volume. Significant
investees include:
36% of Coca-Cola Enterprises which produces (by population) for 78% of USA, 98% of
Canada and 100% of Great Britain (but not Northern Ireland), continental France and the
Netherlands, Luxembourg, Belgium and Monaco.
33
Logo design:
The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason
Robinson, in 1885.It was Robinson who came up with the name, and he also chose the logos
distinctive cursive script. The typeface used, known as Spenserian script, was developed in the
mid-19th century and was the dominant form of formal handwriting in the United States during
that period.
Robinson also played a significant role in early Coca-Cola advertising. His promotional
suggestions to Pemberton included giving away thousands of free drink coupons and plastering
the city of Atlanta with publicity banners and streetcar signs.
34
1.4 Project Profile:
Company felt the need to understand consumers buying pattern such as: occasions,
quantity, place of purchase and their perception related to taste, price, promotion, celebrities
endorsement. The project was aimed at providing insights on all of these related to Coca Cola
brands.
1.5 Research Objectives:

1. To determine the factors influencing consumers choice of soft drinks products and
brands.
2. To identify the customers buying pattern related to Coca Cola products
3. To determine the consumers perception on the taste, price, advertisements and celebrity
endorsements related to Coca Cola and its sub-brands
35
REVIEW OF LITERATURE
36
2.1 Conceptual Definition:

Consumer Behavior:
Consumer behavior is defined as the behavior that consumer display in searching for
purchasing, using, evaluating and disposing of product and services that they expect will satisfy
their needs. Consumer behavior focuses on how individuals make decisions to spend their
available resources (time, money, effort) on consumption related items. This includes what they
buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they
use it, how they evaluate it after the purchase and the impact of such evaluation on future, and
how they dispose of it. In another words, consumer behavior can be define as the behavior of
individuals in regards to acquiring, using, and disposing of products, services, ideas or
experiences. Consumer behavior also includes the acquisition and use of information. Thus,
communication with consumers and receiving feedback for them is a crucial part of consumer
behavior which is of great interest to marketers. (Kent Huffman 2007)
Customers and Consumers:

The term customer it typically used to refer to someone who regularly purchases from a
particular store or company. Thus, a person who shops at we use Shopping Mail or who uses
Texaco gasoline is viewed as a customer of these firms. The term Consumer more generally
refers to anyone engaging in any of the activities used in our definition of consumer behavior.
Therefore, a customer is defined in terms of a specific firm while a consumer is not. The
traditional viewpoint has been to define consumers strictly in terms of economic goods and
services. This position holds that consumers are potential purchasers of products and services
offered for sale. (Jennifer Aaker 1998)
37
Marketing Strategy:
Marketing strategy is conceptually very simple. It begins with an analysis of the target
market which includes company, conditions, competitors, and consumers. Next, Market
segmentation: This involves identifying product-related need sets, grouping customers with
similar need sets, describing each group and selecting an attractive segment to serve. The
marketing mix includes the product, price, communications, distribution, and services provided
to the target market. The final stage Outcomes involves analysis of firms product position and
customer satisfaction resulting from implementation of the strategy. (Tanner Okun 1990)
Brand preference:
Brand preferences represent a fundamental step in understanding consumer choices. A
deeper understanding of such preference dynamics can help marketing mangers better design
marketing program and build a long term relationship with consumers. Despite the existence of
some studies investigating how brand preference is built and changed, most of them focus on
examining factors from consumer behavior perspective or advertising perspective. (Schmitt
1999)
Customer satisfaction:
Customers are always aiming to get maximum satisfaction from the products or services
that they buy. Winning in todays marketplace entails the need to build customer relationship and
not just building the products; building customer relationship means delivering superior value
over competitors to the target customers. Whether an organization provides quality services or
not will depend on the customers feedback on the satisfaction they get from consuming the
products, since higher levels of quality lead to higher levels of customer satisfaction (Kotler &
Keller. 2009)
38
Advertisement effectiveness:
Advertising effectiveness pertains to how well a company's advertising accomplishes the
intended. Small companies use many different statistics or metrics to measure their advertising
effectiveness. These measurements can be used for all types of advertising, including television,
radio, direct mail, Internet and even billboard advertising. A company's advertising effectiveness
usually increases over time with many messages or exposures. But certain advertising objectives
can be realized almost immediately. (Rick Suttle 2009)
Brand awareness:
Brand awareness is a Extent to which a brand is recognized by potential customers, and is
correctly associated with a particular product. Expressed usually as a percentage of target
market, brand awareness is the primary goal of advertising in the early months or years of
a product's introduction.(Aaker1999)
Celebrity endorsement:
Celebrities are people who enjoy public recognition by a large share of a certain group of
people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just
examples and specific common characteristics cannot be observed, it can be said that within a
corresponding social group celebrities generally differ from the social norm and enjoy a high
degree of public awareness. Last but not least, celebrities act as spokespeople in advertising to
promote products and services (Friedman 1995)
39
2.2 Literature Review:

Brand preference in soft drinks sector:
William R. George (1999) reveals purpose of study of factors responsible for brand
preference in soft drink industry, increasing competition more, due to globalization is motivating
many companies to base their strategies almost entirely on building brands. Brand preference
means to compare the different brands and opt for the most preferred brand. This brand
preference is influenced by various factors. In the identification of factors affecting the brand
preference, it was concluded that Brand persona is the most effective factor that affects the brand
preference. This Brand persona deals with the personality aspects or the external attributes of
brand, thus it can be said that consumer prefer any brand by looking at the external attributes of a
brand.
Colour and flavour rule consumer preferences:
Donnelly (1995) said intensity of colour and the flavours are the key drivers behind
consumer acceptance of soft drinks. But packaging and labelling are not as important for
winning over consumers, according to findings published in the journal Food Quality and
Preference, The study involved consumers at different stages of development and highlights the
importance of adopting a sensory marketing approach, said the researchers from French
research organisation Adriant, the University of Rennes. Companies need to continuously
innovate to maintain market leadership, wrote the researchers. When the market is overloaded
the challenge consists in creating innovative products able to attract and satisfy consumers.
This experiment showed the feasibility of the proposed multi-sensory design method based on
mixed qualitative and quantitative approaches. The study also demonstrates the importance of
flavour and colour selection for new products. The global flavours market was been valued at
some US$18bn in 2006 (Business Insights). Meanwhile, the value of the international colourings
market was estimated at around $1.15bn in 2010, up 2.5% from $1.07bn in 2007, according to
Leatherhead Food International (LFI). Natural colours now make up 31 per cent of the
colourings market, compared with 40 per cent for synthetics, according to LFI.
40
Sense of consumers:
Stephen Daniells (2008) said these four factors were identified for the formulation: four
colour intensities), three flavourings, two label types (soft versus hard), and two pack sizes
(standard versus oversize). By using both quantitative (hedonic testing) and qualitative (focus
groups) approaches, the researchers found that the main factors which drive consumer
preference for this concept are colour intensity and flavouring. Indeed, colour intensity
accounted for 43% and flavour 32% of the consumers overall liking. Pack size and label type
are taken into account by the consumer to a lesser extent, they added. This methodology of a
qualitative screening associated to a conjoint analysis on relevant sensory attributes has shown
good performances to fit consumers expectation: it has now to be reproduced, as every brand,
concept and product is a unique combination designed for a specific consumer group, concluded
the researchers.
Taste or health:
Beverly J. Tepper (1998) examined the relative contributions of taste and health
considerations on consumer liking and purchase intent of cola drinks. Eight types of commercial
cola drinks were evaluated by 305 adult consumers who also completed a brief questionnaire on
soft drink consumption habits. Data were analyzed using factor analysis. Results revealed that
purchase intent of cola drinks was strongly related to degree of liking and to several key sensory
attributes including saltiness, drinks flavor and greasiness. These variables emerged as the first
factor in the analysis, suggesting that consumers perceive these characteristics as being most
important in their choice of cola drinks. Second described a health dimension and was related to
respondents' attitudes toward fat in the diet. Third factor comprised two remaining sensory
attributes (color and crunchiness), which apparently were of minor importance to the
respondents. These data suggest that in spite of current concern about reducing dietary fat, health
remains secondary to taste in the selection of cola drinks for consumers in this population.
41
Consumer awareness and consumption pattern of soft drink product:

Mita Sujan (1990) aimed to investigate the degree of brand awareness of various soft
drink products in relation to background and education of the household, the consumption
pattern of various soft drink products consumed by respondents in the light of their areas, income
levels and education. a sample of 200 respondents comprising 100 form rural area and 100 from
urban area were taken. Data are analyzed with the help of mean. The finding of this study reveals
that there is low degree of brand awareness in rural areas, whereas there is a moderate degree of
brand awareness in urban area. The highly educated rural and urban respondents have high
degree of brand awareness for soft drink products, and the less educated rural and urban
respondents have low degree of brand awareness for soft drink products.
42
RESEARCH METHODOLOGY
43
3. Research Methodology:
The preparation of the report included extensive study of the organization and market research,
which was the primary source of the report. I have collected information from consumers by
preparing questionnaire.
3.1 Research design:
Descriptive research design:
Descriptive research design is a scientific method which involves observing and describing the
behavior of a subject without influencing it in any way. The importance of descriptive research
is:
To describe characteristics of a population or a phenomenon.
To determine the answers to who, what, when, where and how questions.
To analyze the segment and target markets.
Research Design
Descriptive research
Research Method
Survey method
Research Instrument
Structured questionnaire
Sample size
150
Sample area
Chennai
Sampling method
Non-Probability/Convenience Sampling
Statistical package
SPSS
Analytical tool
Percentage analysis, Mean, Garrett Ranking
44
3.2 Sampling Design:

Sample denotes only a part of the universe/ population. The sample represents the population
and is having the same characterizing as the population.
Sampling method:
This type of sampling technique gives no assurance that every element has some specific change
of being included. It is clear that for the non-probability samples, there is no way of calculating
the margin of error and the confidence level.
3.3 Data collection design:
A marketing researcher has to make a plan for collecting data which may be primary data,
secondary data or both.
Primary data:
The primary data was obtained by administering survey method, guided by questionnaire to the
consumers. The following type of questions, were asked in the questionnaire
1. Rank questions.
2. Multiple choice questions.
Secondary data:
The secondary data are collected through various sources like
1. Secondary data are collected through internet related to company, competitors etc.
2. Review of articles being published on the topic in various magazines and newspapers
45
Questionnaire:
The best way to collect data is to personally administer the questionnaires. The advantage of this
method is, the data can be collected from the respondent within short period of time. Any doubts
that the respondent might have on any questions could be clarified on the spot.
3.4 Analysis design:
The study has various satisfied tools for the analysis of data. They are percentage analysis and
cross tabulation.
Percentage analysis:
Percentage analysis is used for the purpose of study which is most suitable for questionnaire
based on the objective.
Percentage analysis is often used in data presentation for them simply numbers, reducing all of
them 0 to 100 ranges. The data are reduced in the standard form with base equal to 100 which
fact facilitates relative comparison. The formula used here is
Number of responses
Percentage analysis=
------------------------------------------ * 100
Total no. of respondents
Mean:
Mean in which each item being averaged is multiplied by a number (weight) based on the items
relative importance. The result is summed and the total is divided by the sum of the weights.
Weighted averages are used extensively in descriptive statistical analysis such as index numbers.
w1x1+w2x2+-----+wnxn
Weighted average mean = ----------------------------------N
46
Garrett ranking:
100(R-0.5)
Percentage position= -------------N
Respondents were asked to rank the brands of soft drinks. Their ranks were converted into
percentile score as follows:
P= Percentile position
R= Rank
N= Number of items
For percentile the score values are obtained from Garretts table score values are
multiplied with frequency. Then the following table has been constructed.
3.5 Limitations:
Due to time constraint only a reasonable sample size taken and analyzed. Still a larger
sample size could increase the accuracy in the result.
The area of study is limited to CHENNAI only. Hence the results may not be true for
other geographical areas.
Quality of information highly dependent on the knowledge of the respondents.
47
ANALYSIS AND INTERPRETATION
48
4. Analysis and Interpretation:

Analysis:
Analysis means a critical examination of the assembled and grouped data for studying the
characteristics of the object under study and it refers to methodical classification of the data give
in the tables.
Interpretation:
The term interpretation means explaining the meaning and significance of the arranged
data. It is the study of relationship between the various factors. It is being considered as a basic
component of research process because of the following reasons.
It is through interpretation that the researcher can well understand the abstract principle that
works beneath his/her findings, through this he/she can link up the same abstract with those of
other studies, having the same abstract principles and thereby can predict about the concrete
world of experts, fresh inquiries can test their predictions later on, this way the continuing in
research can be maintained.
Interpretation leads to the establishment of explanatory concepts that can serve as a guide for
future research studies, it opens new avenues of intellectual adventure and stimulates the quest
for some knowledge.
Researcher can better appreciate only through interpretation what his/her findings are, why they
are and not make other to understand the real significance of his/her research findings.
49
Analysis of Data:
4.1 Reason for shopping
Table 4.1
S. No
1
2
3
Opinion
Monthly purchase
Weekly purchase
Daily purchase
Total
No. of Respondents
71
72
7
150
Percentage
47.3
48
4.7
100
Interpretation:
Majority of the respondents (48%) are doing weekly purchase, 47.3% of respondents are doing
monthly purchase and least (4.7%) are doing daily purchase.
Chart 4.1
Reason for shopping

60%
50%
47.3%
48%
40%
30%
20%
10%
4.7%
0%
Monthly purchase
Weekly Purchase
50
Daily purchase
4.2 Nature of Purchase

Table 4.2
S. No
1
2
Opinion
Planned purchase
Impulse purchase
Total
No. of Respondents
133
17
150
Percentage
88.7
11.3
100
Interpretation:
Majority of the respondents (88.7%) are doing planned purchase, 11.3% of respondents are doing
impulse purchase.
Chart 4.2
Nature of purchase
11.3%
Planned purchase
Impulse purchase
88.7%
51
4.3 Use of Soft drinks

Table 4.3
S. No
1
2
Opinion
Family use
Personal use
Total
No. of Respondents
133
17
150
Percentage
88.7
11.3
100
Interpretation:
Majority of the respondents (88.7%) buy soft drinks for family use, 11.3% of the respondents
buy for parties.
Chart 4.3
Use of Soft drinks
11.3%
Parties
88.7%
Family use
0%
20%
40%
52
60%
80%
100%
4.4 Consumption of Soft drinks

Table 4.4
S. No
1
2
Opinion
Cola drinks
Mango drinks
Total
No of Respondents
106
100
206
Interpretation:
Majority of the respondents (106) are buying Cola drinks, 100 respondents are buying Mango
drinks.
Chart 4.4
Consumption of soft drinks

107
106
106
105
104
103
102
101
100
100
99
98
97
Cola drinks
Mango drinks
53
4.5 Influence on purchase

Table 4.5
S. No
1
2
3
Opinion
Brand
Taste
Offer
Total
No of Respondents
13
79
58
150
Percentage
8.7
52.7
38.6
100
Interpretation:
Majority of the respondents (52.7%) are looking taste, 38.6% of respondents are looking offer
and the least (8.7%) are looking brand.
Chart 4.5
Influence on purchase
60%
52.7%
50%
38.6%
40%
30%
20%
10%
8.7%
0%
Brand
Taste
54
Offer
4.6 Brand preference

4.6.1 Cola drinks
Table 4.6.1
S. No
1
2
3
4
Opinion
Coca cola
Thums Up
7up
Pepsi
Mean values
3.73
1.13
1.88
3.28
Interpretation:
Majority of the respondents (3.73) are prefer Coca cola, 3.28 respondents are prefer Pepsi, 1.88
of respondents are prefer 7up and least (1.13) are prefer Thums Up.
Chart 4.6.1
4
3.73
3.28
3.5
3
2.5
1.88
2
1.5
Preference of Cola drinks
1.13
1
0.5
0
Coca Cola Thums Up
7up
55
Pepsi
4.6.2 Mango drinks

Table 4.6.2
S. No
1
2
3
4
5
Opinion
Maaza
Slice
Frooti
Maa
Mangola
Mean values
4.4
4.53
3.01
2.01
1.05
Interpretation:
Majority of the respondents (4.53) are prefer Slice, 4.40 respondents are prefer Maaza, 3.01 of
respondents are prefer Frooti, 2.01 of respondents ate prefer Maa nad least (1.05) prefer
Mangola.
Chart 4.6.2
5
4.5
4.4
4.53
4
3.5
3.01
3
2.5
Prefernces of Mango
drinks
2.01
2
1.5
1.05
1
0.5
0
Maaza
Slice
Frooti
Maa
56
Mangola
4.7: Perception on Taste

4.7.1 Coca Cola
Table 4.7.1
S. No
1
2
Opinion
Very good
Good
Total
No of Respondents
85
65
150
Percentage
56.7
43.3
100
Interpretation:
Majority of the respondents (56.6%) are saying Very good for the taste of Coca Cola,
42.7% are saying good.
Chart 4.7.1
Coca Cola
60%
56.7%
50%
43.3%
40%
30%
20%
10%
0%
Very good
Good
57
4.7.2 Perception on Taste- Fanta
Table 4.7.2
S. No
1
2
3
Opinion
Very good
Good
Neutral
Total
No of Respondents
64
84
2
150
Percentage
42.7
56
1.3
100
Interpretation:
Majority of the respondents (56%) are saying Good for the taste of Fanta, 42.7% are
saying Very good and least (1.3%) are saying Neutral.
Chart 4.7.2
60%
56%
50%
42.7%
40%
30%
Fanta
20%
10%
1.3%
0%
Very good
Good
58
Neutral
4.7.3 Perception on Taste- Sprite
Table 4.7.3
S. No
1
2
3
Opinion
Very good
Good
Neutral
Total
No of Respondents
27
102
21
150
Percentage
18
68
14
100
Interpretation:
Majority of the respondents (68%) are saying Good for the taste of Sprite, 18% are saying
Very good and least (14%) are saying Neutral.
Chart 4.7.3
Sprite
80%
68%
70%
60%
50%
40%
30%
20%
18%
14%
10%
0%
Very good
Good
59
Neutral
4.7.4 Perception on Taste- Thums Up
Table 4.7.4
S. No
1
2
3
4
Opinion
Very good
Good
Neutral
Bad
Total
No of Respondents
2
46
99
3
150
Percentage
1.3
30.7
66
2
100
Interpretation:
Majority of the respondents (66%) are saying Neutral for the taste of Thums Up, 30.7%
are saying Good, 2% are saying Bad and least (1.3%) are saying Very good.
Chart 4.7.4
66%
70%
60%
50%
40%
30.7%
Thumsup
30%
20%
10%
2%
1.3%
0%
Very good
Good
Neutral
60
Bad
4.7.5 Perception on Taste- Limca
Table 4.7.5
S. No
1
2
3
4
Opinion
Very good
Good
Neutral
Bad
Total
No of Respondents
3
33
107
7
150
Percentage
2
22
71
5
100
Interpretation:
Majority of the respondents (71.%) are saying Neutral for the taste of Limca, 22% are
saying Good, 5% are saying Bad and least (2%) are saying Very good.
Chart 4.7.5
80%
71%
70%
60%
50%
40%
Limca
30%
22%
20%
10%
5%
2%
0%
Very good
Good
Neutral
61
Bad
4.7.6 Perception on Taste - Minute maid pulpy orange
Table 4.7.6
S. No
1
2
3
4
Opinion
Very good
Good
Neutral
Bad
Total
No of Respondents
4
15
45
86
150
Percentage
2.7
10
30
57.3
100
Interpretation:
Majority of the respondents (57.3%) are saying Bad for the taste of Minute maid pulpy
orange, 30% are saying Neutral, 10% are saying Good and least (2.7%) are saying Very
good.
Chart 4.7.6
Minute maid pulpy orange

70%
57.3%
60%
50%
40%
30%
30%
20%
10%
10%
2.7%
0%
Very good
Good
62
Neutral
Bad
4.7.7 Perception on Taste- Minute maid mixed fruit
Table 4.7.7
S. No
1
2
3
4
Opinion
Good
Neutral
Bad
Very bad
Total
No of Respondents
4
20
105
21
150
Percentage
2.7
13.3
70
14
100
Interpretation:
Majority of the respondents (70%) are saying Bad for the taste of Minute maid mixed
fruit, 14% are saying Very bad, 13.3% are saying Neutral and least (2.7%) are saying
Good.
Chart 4.7.7
Minute maid mixed fruit

80%
70%
70%
60%
50%
40%
30%
20%
10%
14%
13.3%
2.7%
0%
Good
Neutral
63
Bad
Very bad
4.7.8 Perception on Taste Maaza
Table 4.7.8
S. No
1
2
3
Opinion
Very good
Good
Neutral
Total
No of Respondents
128
20
2
150
Percentage
85.3
13.3
1.3
100
Interpretation:
Majority of the respondents (85.3%) are saying Very good for the taste of Maaza, 13.3%
are saying Good and least (1.3%) are saying Neutral.
Chart 4.7.8
90%
85.3%
80%
70%
60%
50%
Maaza
40%
30%
20%
13.3%
10%
1.3%
0%
Very good
Good
64
Neutral
4.7.9 Perception on taste of Coca Cola brands- A comparison
Table 4.7.9
S. No
1
2
3
4
5
6
7
8
Opinion
Coca Cola
Fanta
Sprite
Thums Up
Limca
Maaza
Mean values
4.55
4.41
4.04
3.30
3.18
2.55
2.06
4.84
Chart 4.7.9
Consolidated chart for all sub brands of Coca cola for taste
4.84
Maaza
2.06
2.55

Limca
3.18
Thums Up
3.3
4.04
Sprite
4.41
Fanta
4.55
Coca Cola
0
65
4.8 Buying pattern
Table 4.8
S. No
1
2
3
4
Opinion
Festivals
Parties
Offers
No specific reason
Total
No of Respondents
2
16
129
3
150
Percentage
1.3
10.7
86
2
100
Interpretation:
Majority of the respondents (86%) buy soft drinks at the time of Offers, 10.7% at the time
of Parties, 2% of the respondents are saying no specific reason for buying soft drinks and
least (1.3%) at the time of Festivals.
Chart 4.8
Buying pattern
100%
86%
90%
80%
70%
60%
50%
40%
30%
20%
10%
10.7%
2%
1.3%
0%
Festivals
Patries
66
Offers
No specific reason
4.9 Quantity purchased
Table 4.9
S. No
1
2
3
Opinion
Below 5 litres
5-10 litres
11-15 litres
Total
No of Respondents
104
44
2
150
Percentage
69.4
29.3
1.3
100
Interpretation:
Majority of the respondents (69.4%) buy below 5litres, 29.3% buy 5-10litres and least
(1.3%) buy 11-15litres.
Chart 4.9
Quantity purchased
1.3%
11-15 litres
29.3%
5-10 litres
69.4%
Below 5 litres
0%
10%
20%
30%
67
40%
50%
60%
70%
80%
4.10 Place of purchase
Table 4.10
S. No
1
2
Opinion
Super markets
Retail shops
Total
No of Respondents
141
9
150
Percentage
94
6
100
Interpretation:
Majority of the respondents (94%) buy soft drinks at Super markets and 6% at Retail
shops.
Chart 4.10
Place of purchase
6%
Super markets
Retail shops
94%
68
4.11: Influence on the preference of Coca Cola products
4.11.1 Coca Cola
Table 4.11.1
Rank
Total
Score X
75
60
50
40
25
1
75
9
450
98
3920
42
1050
5495
10
600
128
6400
9
360
3
75
7435
64
3840
5
250
26
1040
55
1375
6505
1
75
76
4560
7
350
17
680
49
1225
6890
148
11100
1
60
1
50
Rank
Taste
F
XF
Price
F
XF
Advertisement
X
XF
Brand Name
X
XF
Circle of friends
X
XF
Interpretation:
The majority of the respondents prefer Coca Cola by Circle of friends
69
II
IV
III
I
11210
Influence on the preference of Coca Cola products- Coca Cola

Chart 4.11.1
Coca Cola
11210
12000
10000
7435
8000
6000
6505
6890
5495
4000
2000
0
Taste
Price
Advertisement Brand name
70
Circle of
friends
4.11.2 Fanta
Table 4.11.2
Rank
Total
Score X
75
60
50
40
25
2
120
26
1300
113
4520
9
225
2
150
90
5400
35
1750
20
800
3
75
8175
1
75
28
1680
35
1750
9
360
77
1925
5790
2
150
28
1680
55
2750
8
320
57
1425
6325
146
10950
1
60
1
40
2
50
11100
Rank
Taste
F
XF
Price
F
XF
Advertisement
X
XF
Brand Name
X
XF
Circle of friends
X
XF
Interpretation:
The majority of the respondents prefer Fanta by Circle of friends.
71
IV
6165
II
III
Influence on the preference of Coca Cola products- Fanta

Chart 4.11.2
Fanta
11100
12000
10000
8000
8175
6165
5790
6000
4000
2000
0
72
6325
4.11.3 Sprite
Table 4.11.3
Rank
Total
Score X
75
60
50
40
25
1
60
63
3150
81
3240
5
125
42
2520
60
3000
41
1640
7
175
7335
2
150
66
3960
17
850
14
560
51
1275
6795
2
150
40
2400
9
450
15
600
84
2100
5700
147
11025
1
60
1
50
1
25
11160
Rank
Taste
F
XF
Price
F
XF
Advertisement
X
XF
Brand Name
X
XF
Circle of friends
X
XF
Interpretation:
The majority of the respondents prefer Sprite by Circle of friends.
73
IV
6575
II
III
Influence on the preference of Coca Cola products- Sprite

Chart 4.11.3
Sprite
11160
12000
10000
8000
6575
7335
6795
5700
6000
4000
2000
0
Taste
Price
74
Circle of
friends
4.11.4 Thums Up
Table 4.11.4
Rank
Total
Score X
75
60
50
40
25
15
900
130
6500
3
120
2
50
1
75
69
4140
15
750
61
2440
4
100
7505
2
150
31
1860
1
50
42
1680
74
1850
5590
2
150
32
1920
4
200
43
1720
69
1725
5715
147
11025
2
150
1
50
11195
Rank
Taste
F
XF
Price
F
XF
Advertisement
X
XF
Brand Name
X
XF
Circle of friends
X
XF
Interpretation:
The majority of the respondents prefer Thums Up by Circle of friends.
75
II
7570
III
IV
Influence on the preference of Coca Cola products- Thums Up

Chart 4.11.4
Thums Up
11195
Circle of friends
Brand name
5715
Advertisement
5590
Price
7505
Taste
7570
0
2000
4000
76
6000
8000
10000
12000
4.11.5 Limca
Table 4.11.5
Rank
Total
Rank
Score X
75
60
50
40
25
17
1020
114
5700
17
680
2
50
7450
II
55
3300
23
1150
60
2400
12
300
7150
1
75
30
1800
6
300
42
1680
71
1775
5630
2
150
44
2640
6
300
34
1360
64
1600
6050
148
11100
1
60
1
25
Taste
F
XF
Price
F
XF
Advertisement
X
XF
Brand Name
X
XF
Circle of friends
X
XF
Interpretation:
The majority of the respondents prefer Limca by Circle of friends.
77
III
IV
I
11185
Influence on the preference of Coca Cola products- Limca

Chart 4.11.5
Limca
11185
12000
10000
8000
7450
7150
5630
6000
4000
2000
0
78
6050
4.11.6 Minute maid pulpy orange
Table 4.11.6
Rank
Total
Score X
75
60
50
40
25
F
XF
4
240
139
6950
2
80
5
125
7395
Price
F
XF
1
75
2
100
107
4280
40
1000
5455
Advertisement
X
XF
142
10650
4
240
4
200
11090
5
375
136
8160
5
250
1
40
3
75
8900
2
150
5
300
41
1640
102
2550
Rank
Taste
Brand Name
X
XF
Circle of friends
X
XF
III
IV
II
V
4640
Interpretation:
The majority of the respondents prefer Minute maid pulpy orange influence of Advertisement.
79
Influence on the preference of Coca Cola products- Minute maid pulpy orange
Chart 4.11.6

12000
11090
10000
8000
8900
7395
5455
6000
4640
4000
2000
0
Taste
Price
80
Circle of
friends
4.11.7 Minute maid mixed fruit
Table 4.11.7
Rank
Total
Score X
75
60
50
40
25
1
75
128
7680
16
800
3
120
2
50
1
75
1
60
5
250
50
2000
93
2325
4710
141
10575
3
180
3
150
3
120
11025
4
300
17
1020
124
6200
2
80
3
75
7675
3
225
4
240
90
3600
53
1325
5390
Rank
Taste
F
XF
Price
F
XF
Advertisement
X
XF
Brand Name
X
XF
Circle of friends
X
XF
Interpretation:
The majority of the respondents prefer Minute maid mixed fruit for Advertisement.
81
II
8725
III
IV
Influence on the preference of Coca Cola products- Minute maid mixed fruit
Chart 4.11.7

5390
Circle of friends
7675
Brand name
11025
Advertisement
4710
Price
8725
Taste
0
2000
4000
82
6000
8000
10000
12000
4.11.8 Maaza
Table 4.11.8
Rank
Total
Score X
75
60
50
40
25
1
60
2
100
56
2240
91
2275
4675
2
150
2
120
140
7000
6
240
7510
1
75
81
4860
5
250
39
1560
24
600
7345
2
150
62
3720
4
200
47
1880
35
875
6825
146
10950
3
180
1
40
Rank
Taste
F
XF
Price
F
XF
Advertisement
X
XF
Brand Name
X
XF
Circle of friends
X
XF
Interpretation:
The majority of the respondents prefer Maaza by Circle of friends.
83
II
III
IV
I
11170
Influence on the preference of Coca Cola products- Maaza

Chart 4.11.8
Maaza
11170
12000
10000
7510
8000
6000
7345
4675
4000
2000
0
84
6825
Influence on the preference of Coca cola products- A comparison

Chart 4.11.9
12000
10000
8000
Taste
6000
Price
Advertisement
4000
Brand name
2000
Circle of friends
0
Coca
Cola
Fanta
Sprite
Thums
Up
Limca
85
Minute Minute
maid
maid
pulpy mixed
orange
fruit
Maaza
4.12: Satisfaction on the price of Coca Cola products

4.12.1 Coca Cola
Table 4.12.1
S. No
1
2
3
Opinion
Highly satisfied
Satisfied
Neutral
Total
No of Respondents
85
62
3
150
Percentage
56.7
41.3
2
100
Interpretation:
Majority of the respondents (56.7%) are Highly satisfied with the price of Coca cola,
41.3% are Satisfied and least (2%) are said Neutral with the price of Coca cola.
Chart 4.12.1
Price of Coca cola

56.7%
60%
41.3%
50%
40%
30%
20%
2%
10%
0%
Highly satisfied
Satisfied
86
Neutral
4.12.2 Satisfaction on the price- Fanta
Table 4.12.2
S. No
1
2
3
Opinion
Highly satisfied
Satisfied
Neutral
Total
No of Respondents
66
80
4
150
Percentage
44
53
3
100
Interpretation:
Majority of the respondents (53%) are Satisfied with the price of Fanta, 44% are Highly
satisfied and least (3%) are said Neutral with the price of Fanta.
Chart 4.12.2
60%
50%
53%
44%
40%
Price of Fanta
30%
20%
10%
3%
0%
Highly satisfied
Satisfied
87
Neutral
4.12.3 Satisfaction on the price- Sprite
Table 4.12.3
S. No
1
2
3
Opinion
Highly satisfied
Satisfied
Neutral
Total
No of Respondents
21
103
26
150
Percentage
14
68.7
17.3
100
Interpretation:
Majority of the respondents (68.7%) are Satisfied with the price of Sprite, 17.3% are said
Neutral with the price of Sprite and least (14%) are Highly satisfied.
Chart 4.12.3
80%
68.7%
70%
60%
50%
40%
Price of sprite
30%
20%
17.3%
14%
10%
0%
Highly satisfied
Satisfied
88
Neutral
4.12.4 Satisfaction on the price- Thums Up
Table 4.12.4
S. No
1
2
3
Opinion
Highly satisfied
Satisfied
Dissatisfied
Total
No of Respondents
49
95
6
150
Percentage
32.7
63.3
4
100
Interpretation:
Majority of the respondents (63.3%) are Satisfied with the price of Thums Up, 32.7% are
Highly satisfied and least (4%) are Dissatisfied.
Chart 4.12.4
Price of Thums Up
63.3%
70%
60%
50%
32.2%
40%
30%
4%
20%
10%
0%
Highly satisfied
Satisfied
89
Dissatisfied
4.12.5 Satisfaction on the price- Limca
Table 4.12.5
S No
1
2
3
4
Opinion
Highly satisfied
Satisfied
Neutral
Dissatisfied
Total
No of Respondents
2
22
120
6
150
Percentage
1.3
14.7
80
4
100
Interpretation:
Majority of the respondents (80%) are said Neutral with the price of Limca, 14.7% are
Satisfied, 4% are Dissatisfied and least (1.3%) are Highly Satisfied.
Chart 4.12.5
90%
80%
80%
70%
60%
50%
40%
Price of Limca
30%
14.7%
20%
10%
4%
1.3%
0%
Highly
satisfied
Satisfied
Neutral
90
Dissatisfied
4.12.6 Satisfaction on the price- Minute maid pulpy orange
Table 4.12.6
S No
1
2
3
4
5
Opinion
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
Total
No of Respondents
23
42
29
54
2
150
Percentage
15.3
28
19.3
36
1.3
100
Interpretation:
Majority of the respondents (36%) are Dissatisfied with the price of Minute maid pulpy
orange, 28% are Satisfied, 19.3% are said neutral with the price of Minute maid pulpy
orange, 15.3% are Highly satisfied and least (1.3%) are Highly dissatisfied.
Chart 4.12.6
40%
36%
35%
28%
30%
25%
20%
19.3%
15.3%
15%
10%
5%
1.3%
0%
Highly
satisfied
Satisfied
Neutral
91
Dissatisfied
Highly
dissatisfied
4.12.7 Satisfaction on the price- Minute maid mixed fruit
Table 4.12.7
S No
1
2
3
4
5
Opinion
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
Total
No of Respondents
7
11
45
57
30
150
Percentage
4.7
7.3
30
38
20
100
Interpretation:
Majority of the respondents (38%) are Dissatisfied with the price of Minute maid mixed
fruit, 30% are said Neutral with the price of Minute maid mixed fruit, 20% are Highly
dissatisfied, 7.3% are Satisfied and least (4,7%) are Highly satisfied.
Chart 4.12.7
38%
40%
35%
30%
30%
25%
20%
20%
15%
10%
5%
4.7%
Price of Minute maid

mixed fruit
7.3%
0%
92
4.12.8 Satisfaction on the price- Maaza
Table 4.12.8
S No
1
2
Opinion
Highly satisfied
Satisfied
Total
No of Respondents
121
29
150
Percentage
80.7
19.3
100
Interpretation:
Majority of the respondents (80.7%) are Highly satisfied with the price of Maaza and
19.3% are Satisfied.
Chart 4.12.8
Price of Maaza
80.7%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
19.3%
Highly satisfied
Satisfied
93
4.12.9 Satisfaction on the price of Coca Cola products- A comparison
Table 4.12.9
S No
1
2
3
4
5
6
7
8
Opinion
Coca Cola
Fanta
Sprite
Thums Up
Limca
Maaza
Mean values
4.54
4.40
3.96
4.24
3.12
3.20
2.38
4.80
Chart 4.12.9
4.8
Maaza
2.38

3.2
Limca
3.12
4.24
Thums Up
3.96
Sprite
4.4
Fanta
4.54
Coca cola
0
0.5
94
1.5
2.5
3.5
4.5
4.13 Opinion on Coca Colas mass media advertisement
Table 4.13
S No
1
2
3
Opinion
Very good
Good
Neutral
Total
No of Respondents
54
92
4
150
Percentage
36
61.3
2.7
100
Interpretation:
Majority of the respondents (61.3%) are said Good for the advertisement of Coca cola,
36% are said Very good and least (2.7%) said Neutral.
Chart 4.13
Opinion on Coca-cola's advertisement

70%
61.3%
60%
50%
40%
36%
30%
20%
10%
2.7%
0%
Very good
Good
95
Neutral
4.14 The most attractive Cola drinks advertisement
Table 4.14
S No
1
3
4
Opinion
Coca cola
Thums Up
Pepsi
Total
No of Respondents
113
5
32
150
Percentage
75.3
3.3
21.4
100
Interpretation:
Majority of the respondents (75.3%) are attracted by Coca cola advertisement, 21.3% are
attracted by Pepsi advertisement and least (2%) are attracted by Thums Up advertisement
Chart 4.14
Cola drinks advertisement

80%
75.3%
70%
60%
50%
40%
30%
21.4%
20%
10%
3.3%
0%
Coca cola
Thums Up
96
Pepsi
4.15 The most attractive Fruit drinks advertisement
Table 4.15
S No
1
Opinion
Minute maid pulpy
orange
Maaza
Slice
Frooti
Total
2
3
4
No of Respondents
2
Percentage
1.3
32
114
2
150
21.3
76
1.3
100
Interpretation:
Majority of the respondents (76%) are attracted by Slice advertisement, 21.3% are
attracted by Maaza advertisement, 1.3% are attracted by Minute maid pulpy orange
advertisement and 1.3% are attracted by Frooti advertisement.
Chart 4.15
76%
80%
70%
60%
50%
40%
30%
Friut drinks ad
21.3%
20%
10%
1.3%
1.3%
0%
Minute
maid pulpy
orange
Maaza
Slice
97
Frooti
4.16 Influence of advertisement in the purchase of Coca Cola products
Table 4.16
S No
1
2
Opinion
Yes
No
Total
No of Respondents
106
44
150
Percentage
70.7
29.3
100
Interpretation:
Majority of the respondents (70.7%) are bought Coca Cola products after seen
advertisement and 29.3% are not bought Coca Cola products after seen advertisement.
Chart 4.16
Influence of advertisement
80%
70.7%
70%
60%
50%
40%
29.3%
30%
20%
10%
0%
Yes
No
98
4.17: Celebrities Endorsement liked most

4.17.1 AamirKhan
Table 4.17.1
S No
1
2
3
4
Opinion
Like most
Like
Neutral
Dislike
Total
No of Respondents
52
82
14
2
150
Percentage
34.7
54.7
9.3
1.3
100
Interpretation:
Majority of the respondents (54.7%) are liked most AamirKhan for endorsing Coca Cola
products, 34.7% are liked AamirKhan for endorsing Coca Cola products, 9.3% are said
Neutral for AamirKhan endorsing Coca Cola products and least (1.3%) are Disliked
AamirKhan for endorsing Coca Cola products.
Chart 4.17.1
60%
54.7%
50%
40%
34.7%
30%
AamirKhan
20%
9.3%
10%
1.3%
0%
Like most
Like
Neutral
99
Dislike
4.17.2 Celebrities Endorsement liked most- Vijay
Table 4.17.2
S No
1
2
3
4
5
Opinion
Like most
Like
Neutral
Dislike
Dislike most
Total
No of Respondents
54
70
22
2
2
150
Percentage
36
46.7
14.7
1.3
1.3
100
Interpretation:
Majority of the respondents (46.7%) are liked Vijay for endorsing Coca Cola products,
36% are liked most Vijay for endorsing Coca Cola products, 14.7% are said Neutral for
Vijay endorsing Coca Cola products, 1.3% are Disliked Vijay for endorsing Coca Cola
products and 1.3% Dislike most Vijay for endorsing Coca Cola products.
Chart 4.17.2
Vijay
46.7%
50%
45%
40%
36%
35%
30%
25%
20%
14.7%
15%
10%
5%
1.3%
1.3%
Dislike
Dislike most
0%
Like most
Like
Neutral
100
4.17.3 Celebrities Endorsement liked most- Katrina Kaif
Table 4.17.3
S No
1
2
3
4
Opinion
Like most
Like
Neutral
Dislike
Total
No of Respondents
15
61
67
7
150
Percentage
10
40.6
44.7
4.7
100
Interpretation:
Majority of the respondents (44.7%) are said Neutral for Katrina Kaif for endorsing Coca
Cola products, 40.7% are liked Katrina Kaif for endorsing Coca Cola products, 10% are
liked most Katrina Kaif for endorsing Coca Cola products and least (4.7%) are dislike
Katrina Kaif for endorsing Coca Cola products
Chart 4.17.3
4.7%
Dislike
44.7%
Neutral
Katrina Kaif
40.6%
Like
10%
Like most
0%
10%
20%
30%
101
40%
50%
4.17.4 Celebrities Endorsement liked most- Salman Khan
Table 4.17.4
S No
1
2
3
4
Opinion
Like most
Like
Neutral
Dislike
Total
No of Respondents
9
46
80
15
150
Percentage
6
30.7
53.3
10
100
Interpretation:
Majority of the respondents (53.3%) are said Neutral for Salman Khan for endorsing
Coca Cola products, 30.7% are Liked Salman Khan for endorsing Coca Cola products,
10% are dislike Salman Khan for endorsing Coca Cola products and least (6%) are like
most Salman Khan for endorsing Coca Cola products.
Chart 4.17.4
Salman Khan
53.3%
60%
50%
30.7%
40%
30%
10%
20%
6%
10%
0%
Like most
Like
Neutral
102
Dislike
4.17.5 Celebrities Endorsement liked most- Kareena Kapoor
Table 4.17.5
S No
1
2
3
4
Opinion
Like most
Like
Neutral
Dislike
Total
No of Respondents
19
45
74
12
150
Percentage
12.7
30
49.3
8
100
Interpretation:
Majority of the respondents (49.3%) are said Neutral for Kareena Kapoor for endorsing
Coca Cola products, 30% are Liked Kareena Kapoor for endorsing Coca Cola products,
12.7% are like most Kareena Kapoor for endorsing Coca Cola products and 8% are
Dislike most Kareena Kapoor for endorsing Coca Cola products.
Chart 4.17.5
49.3%
50%
45%
40%
35%
30%
30%
25%
Kareena Kapoor
20%
15%
12.7%
8%
10%
5%
0%
Like most
Like
Neutral
103
Dislike
4.17.6 Celebrities Endorsement liked most- A comparison
Table 4.17.6
S No
1
2
3
4
5
Opinion
Aamir Khan
Vijay
Katrina Kaif
Salman Khan
Kareena Kapoor
Mean values
4.22
4.14
3.56
3.32
3.46
Chart 4.17.6
3.46
Kareena Kapoor
3.32
Salman Khan
3.56
Katrina Kaif
4.14
Vijay
4.22
Aamir Khan
0
0.5
1.5
104
2.5
3.5
4.5
4.18 Classification of respondents based on Gender
Table 4.18
S No
1
2
Opinion
Male
Female
Total
No of Respondents
115
35
150
Percentage
76.7
23.3
100
Interpretation:
Majority of the respondents (76.7%) are Male and 23.3% are Female.
Chart 4.18
Classification based on Gender
23.3%
Male
Female
76.7%
105
4.19 Classification of respondents based on Age
Table 4.19
S No
1
2
3
4
5
Opinion
15-20years
21-25years
26-30years
31-40years
40years above
Total
No of Respondents
6
45
36
50
13
150
Percentage
4
30
24
33.3
8.7
100
Interpretation:
Majority of the respondents (33.3%) are belonging to 31-40years, 30% are 21-25years,
24% are 26-30years, 8.7% are 40years and above and least (4%) are belonging to 1520years.
Chart 4.19
33.3%
35%
30%
30%
24%
25%
20%
Age
15%
8.7%
10%
5%
4%
0%
15-20years 21-25years 26-30years 31-40years
106
40years
above
4.20 Classification of respondents based on Occupation
Table 4.20
S No
1
2
3
4
Opinion
Professional
Businessman
Student
House wife
Total
No of Respondents
20
62
43
25
150
Percentage
13.3
41.3
28.7
16.7
100
Interpretation:
Majority of the respondents (41.3%) are Business man, 28.7% are Student, 16.7% are
House wife and (13.3%) are Professional.
Chart 4.20
Occupation
41.3%
45%
40%
28.7%
35%
30%
16.7%
25%
20%
13.3%
15%
10%
5%
0%
Professional
Businessman
107
Student
House wife
4.21 Classification of respondents based on Income
Table 4.21
Opinion
No of Respondents
Below 5000
58
5001-15000
8
15001-30000
66
30001-45000
14
Above 45000
4
Total
150
S No
1
2
3
4
5
Percentage
38.7
5.3
44
9.3
2.7
100
Interpretation:
Majority of the respondents (44%) are belonging to Rs.15001-30000, 38.7% are below
Rs.5000, 9.3% are Rs.30001-45000, 5.3% are Rs.5001-15000 and least (2.7%) are
belonging to above Rs.45000.
Chart 4.21
50%
44%
45%
40%
38.7%
35%
30%
25%
Income
20%
15%
10%
9.3%
5.3%
2.7%
5%
0%
Below 5000 5001-15000 15001-3000030001-45000Above 45000
108
FINDINGS, CONCLUSIONS AND

SUGGESTIONS
109
5. Findings, Conclusions and Suggestions:

5.1 Findings:
The majority of the respondents are doing their shopping by weekly purchase.
The majority of the respondents are doing planned purchase.
The majority of the respondents are buying soft drinks for family use.
The majority of the respondents are consuming Cola drinks and Mango drinks.
The majority of the respondents are looking taste while buying soft drinks.
The majority of the respondents prefer Coca cola in Cola drinks category.
The majority of the respondents prefer Slice in Mango drinks category.
The majority of the respondents are buying soft drinks in the view of taste.
They stated that taste of all Coca Cola products were good.
The majority of the respondents buying pattern are at the time of Offers.
The majority of the respondents are purchased below 5litres for their particular occasion.
The majority of the respondents are buying soft drinks from Supermarkets.
The majority of the respondents prefer Coca cola products for Quality.
The majority of the respondents are satisfied with the price of all Coca cola products.
They stated that Coca Cola advertisement were good.
The majority of the respondents are attracted for Coca cola advertisement in the Cola
drinks category.
The majority of the respondents are attracted for Maaza advertisement in the fruit drinks
category.
The majority of the respondents are purchasing the Coca cola products after watching the
advertisement.
The majority of the respondents are Male.
The majority of the respondents are belonging to the age of 26-30years.
The majority of the respondents are doing business.
The majority of the respondents are earning from Rs. 15001-30000.
The majority of the respondents liked Aamir Khan for endorsing Coca Cola products.
110
5.2 Conclusions:
The Sampling activity was a good first step into the area of Marketing and Sales. A good
understanding of the market was accomplished as around 150 people were spoken. This even
helped in the polishing of communication skills, a must-have to survive and make it big in the
present world. It even gave a good understanding of behavior of consumers when placed in
different situations. It was a good opportunity to work on the skill of patience, as a large number
of customers. It helped in developing the kind of relations one needs to uphold in the corporate
world and it helped in building up the right attitude.
As all the points in the above mentioned paragraph, are the must-have skills for anyone in
the field of Marketing and Sales, the project period was a good experience and a good stepping
stone into the real business world.
5.3 Suggestions:
The company must concentrate on creating awareness for Limca, Sprite and Minute maid
which are not preferred by consumers as a prefer more familiar brands Coca Cola and
Maaza
The taste of Minute maid products was perceived to be poor by consumers. Hence
company should consider improving the taste of all the variants of Minute maid.
Most of the consumers said that all the Coca Cola products are not available in Grocery
shops. Hence company should focus on improving the distribution of products to these
outlets.
As per the respondents opinion the advertisement of Coca Cola are not as attractive as
that of its competitor. So they need to make their advertisement more appealing to the
target buyers.
111
BIBLIOGRAPHY
112
Bibliography:
Philip Kotler and Kevin Keller, Marketing Management, Pearson Education, 14th edition
(2012).
Kahneman, American Psychologist. Pg: 58, 697 720. (2003)
Jackson, T, A report to the Consumer Behavior Research, (2005).
Cialdini, R. B. and Goldstein, N. J, Review of Consumer Behavior. Pg: 55, 591 621.
(2004)
McKenzie-Mohr, D, American Psychologist. Pg: 55, 531 537 (2000)
Stephen Daniells, Soft drink Quality and Preference, Vol 19, Issue 8, Pg: 719-726 (2008)
Beverly J. Tepper, Journal of Soft drinks and Technology (1998)
Kent Huffman, Advertisement and Public Relation Research, (2007)
Tanner Okun, Consumer Behavior: Insight, (1990)
Schmitt, Advertisement Promotion, (1999)
Rick Suttle, Consumer Behavior and Managerial decision making, (2009)
Friedman, Marketing Management, (1995)
Websites:
www.coca-colaindia.com
www.manufacturingdrinks.com
www.inventors.about.com
113
APPENDICES
114
Questionnaire:
1. Reason for shopping

a. Monthly purchase
b. Weekly purchase
c. Daily purchase
2. What kind of purchase is it usually?
a. Planned purchase
b. Impulse purchase
3. Do you buy soft drinks for:
a. Family use
b. Parties
c. Office use
4. Which of the following soft drinks do you consume?
Cola drinks
Orange drinks
Lemon drinks
Others (Please specify) ____________________
5. What do you look for when you buy a soft drink?

a. Brand
b. Taste
c. Offer
115
Mango drinks
6. Specify your preferences for the following brands in each category from
1 to 5
1-Most preferred brand ------------------------------------------5-Least preferred brand

Cola
Ranking Orange
Ranking Lemon
Ranking Mango
Coca Cola
Fanta
Limca
Maaza
Thums Up
Mirinda
Sprite
Slice
7up
Delmonte
7up
Nimbooz
Mountain
dew
Glucovita
lime
Frooti
Pepsi
Ranking
Maa
Duke's
Mangola
Others (Please specify) __________________
7. What is your view on taste of all the Coca cola products?

Very good
Good
Coca cola
Fanta
Sprite
Thums Up
Limca
Minute maid pulpy
orange
Minute maid mixed
fruit
Maaza
116
Neutral
Bad
Very Bad
8. Specify your buying pattern: (Tick only one)

Occasions
Festivals
Parties
Offers
No specific reason
`Others (specify) ______________
9. How much quantity do you purchase for the particular occasion?

a.
b.
c.
d.
Below 5litres
5-10litres
11-15litres
More than 15litres
10. Where do you purchase the soft drinks?

a.
b.
c.
d.
Super markets
Retail shop
Bakery
Others ____________
117
11. Why do you prefer Coca cola products?

Rank according to your opinion:
1- Most preferred reason------------5- Least preferred reason
Quality *
Price
Advertisement
Brand
name
Coca cola
Fanta
Sprite
Thums Up
Limca
Minute maid pulpy
orange
Minute maid mixed
fruit
Maaza
* By Quality we mean the taste

* Circle of friends implies that you prefer the product as a result of friends and
family consuming it.
118
Circle of
friends**
12. How do you view the price of Coca cola products?
Highly
satisfied
Satisfied
Neutral
Dissatisfied
Coca Cola
Fanta
Sprite
Thums Up
Limca
Minute maid Pulpy
orange
Minute maid Mixed
fruit
Maaza
13. What is your view on the mass-media advertisements of Coca cola?

a.
b.
c.
d.
e.
Very good
Good
Neutral
Bad
Very bad
119
Highly
Dissatisfied
14. Which cola drinks advertisement attracts you most? (Tick only one)
Coca cola
Sprite
Thums Up
7up
Pepsi
Others (specify) ______________
Reason for like: _________________________________
Reason for dislike: _______________________________
15. Which fruit drinks advertisement attracts you most? (Tick only one)
Minute maid Pulpy orange
Minute maid Mixed fruit
Maaza
Slice
Frooti
Others (specify) _________________
Reason for like: __________________________________________________

Reason for dislike: ________________________________________________
16. Have you decided to purchase Coca cola product after watching advertisement?
a. Yes
b. No
120
17. Please write your suggestions/ feedback on brand Coke:
18. Which of celebrities endorsing Coca cola products do you like?

Rate according to your opinion: 5= Like most
4= Like
3= Neutral
2= Dislike
1= Dislike most
Celebrities
Aamir Khan
Vijay
Katrina Kaif
Salman Khan
Kareena
Kapoor
19. Personal Information:

Name:
Gender:
a. Male
b. Female
Age:
a.
b.
c.
d.
e.
15-20 years
21-25 years
26-30 years
31-40 years
40 years and above
121
Occupation:
a.
b.
c.
d.
Professional
Businessman
Student
House wife
Income:
a.
b.
c.
d.
e.
Below Rs.5000
Rs. 5001-15000
Rs. 15001-30000
Rs. 30001-45000
Above Rs. 45000
122

Consumer Preferences and Buying Patterns for Coca Cola Soft Drink Products

Transféré par

Informations du document

Description originale:

Titre original

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Consumer Preferences and Buying Patterns for Coca Cola Soft Drink Products

Transféré par

Droits d'auteur :

Formats disponibles

A STUDY ON CONSUMERS PREFERENCES TOWARDS SOFT DRINK PRODUCTS

Under the Guidance and Supervision of

Jansons School of Business

JANSONS SCHOOL OF BUSINESS

Fax: 0421-2334742 E-Mail: info@jsb.ac.in

Viva-voce held on __________________________________

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

Signature of the Student

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

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

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

1.2 COMPANY PROFILE

1.3 PRODUCT PROFILE

1.4 PROJECT PROFILE

1.5 RESEARCH OBJECTIVES

2.2 LITERATURE REVIEW

3.2. SAMPLING DESIGN

3.4 ANALYSIS DESIGN

ANALYSIS AND INTERPRETATION

REASON FOR SHOPPING

USE OF SOFT DRINKS

CONSUMPTION OF SOFT DRINKS

BRAND PREFERENCE- COLA DRINKS

BRAND PREFERENCE- MANGO DRINKS

PERCEPTION OF TASTE- COCA COLA

PERCEPTION OF TASTE- FANTA

PERCEPTION OF TASTE- SPRITE

PERCEPTION OF TASTE- THUMSUP

PERCEPTION OF TASTE- LIMCA

PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE

PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT

PERCEPTION OF TASTE- MAAZA

PERCEPTION ON TASTE OF COCO COLA PRODUCTS- A

INFLUENCE ON THE PREFERENCE OF COCA COLA PRODUCTS

MINUTE MAID PULPY ORANGE

MINUTE MAID MIXED FRUIT

SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS

MINUTE MAID PULPY ORANGE

MINUTE MAID MIXED FRUIT

SATISFICATION ON THE PRICE OF COCA COLA PRODUCTS- A

OPINION ON COCA COLAS MASS MEDIA ADVERTISEMENT

THE M OST ATTRACTIVE COLA DRIN KS ADVERTISEMENT

THE MOST ATTRACTIVE FRUIT DRINKS ADVERTISEMENT

I NFLUENCE OF ADVERTISEMENT IN THE PURCHASE OF COCA

CELEBRITIES ENDORSEMENT LIKED MOST

CELEBRITIES ENDORSEMENT LIKED MOST- A COMPARSION

CLASSIFICATION OF RESPONDENTS BASED ON GENDER

CLASSIFICATION OF RESPONDENTS BASED ON AGE

CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION

CLASSIFICATION OF RESPONDENTS BASED ON INCOME

RRASON FOR SHOPPING

USE OF SOFT DRINKS

CONSUMPTION OF SOFT DRINKS

BRAND PREFERNCES- COLA DRINKS

BRAND PREFERNCES- MANGO DRINKS

PERCEPTION OF TASTE- COCA COLA

PERCEPTION OF TASTE- FANTA

PERCEPTION OF TASTE- SPRITE

PERCEPTION OF TASTE- THUMSUP

PERCEPTION OF TASTE- LIMCA

PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE

PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT