Pepsi Co Question

Study of consumer preferences toward PepsiCo products in Akola district.
Chapter 1. INTRODUCTION
1.1 Introduction PEPSICO is a world leader in convenient snacks, foods and beverages, with revenues of more than $39 billion and over 1, 85,000 employees. The company consists of PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages (PAB) and PepsiCo International (PI). PAF includes Frito-Lay North America, Quaker Foods North America and all Latin America food and snack business, including Sybarites and Games businesses in Mexico. PAB includes PepsiCo Beverages North America and all Latin American beverage businesses. PI includes all PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East and Africa PepsiCo brands are available in nearly 200 countries and generate scales at the retail level of more than $98 billion. Some of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001. PepsiCo offers product choices to meet a broad variety of needs and preference -- from fun-for-you items to product choices that contribute to healthier lifestyles. PepsiCos mission is To be the world's premier consumer product company focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.
D.B.A.R., S.S.G.M.C.E., Shegaon
1.2 PEPSICO HISTORY

1.2.1 ORIGIN Pepsi was first made in New Bern, North Carolina the United States in the early 1890s by pharmacist Caleb Bradham In 1898, "Brad's drink" was changed to "Pepsi-Cola" and later trademarked on June 16, 1903. There are several theories on the origin of the word Pepsi. The word Pepsi comes from the Greek word Pepsi, which is a medical term, describing the food dissolving process within one's stomach. It is also a medical term, that describes a problem with one's stomach to dissolve foods properly. Another theory is that Caleb Bradham and his customers simply thought the name sounded goods or the fact that the drink had some kind of "pep" in it because it was a carbonated drink, they gave it the name Pepsi. 1.2.2 RISE IN POPULARITY During the Great Depression, Pepsi gained popularity following the introduction in 1929 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five cents, sales increased substantially. With a radio advertising campaign featuring the jingle Pepsi-cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you," Pepsi encouraged price-watching consumers to switch, obliquely referring to the Coca-Cola standard of six ounces a bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same price. Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. In 1936 alone 500,000,000 bottles of Pepsi were consumed. From 1936 to 1938, Pepsi-Cola's profits doubled. Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v. Loft, then ensued, with the case reaching the Delaware Supreme Court
and ultimately ending in a loss for Guth. Loft now owned Pepsi, and the two companies did a merger, then immediately spun off the Loft Companys. 1.2.3 NICHE MARKETING
1940s advertisement specifically targeting African Americans. Walter Mack was named the new President of Pepsi-Cola and guided the company through the 1940s. Mack, who supported progressive causes, noticed that the company's strategy of using advertising for a general audience either ignored African Americans or used ethnic stereotypes in portraying blacks. He realized African Americans were an untapped niche market and that Pepsi stood to gain market share by targeting its advertising directly towards them. To this end, he hired Hennan Smith, advertising executive "from the Negro newspaper field" to lead an allblack sales team, which had to be cut due to the onset of World War II. In 1947, Mack resumed his efforts, hiring Edward F. Boyd to lead a twelveman team. They came up with advertising portraying black Americans in a positive light, such as one with a smiling mother holding a six pack of Pepsi while her son (a young Ron Brown, who grew up to be Secretary of Commerce) reaches up for one. Another ad campaign, titled "Leaders in Their Fields", profiled twenty prominent African Americans such as Nobel Peace Prize winner Ralph Bunche and photographer Gordon Parks. Boyd also led a sales team composed entirely of African Americans around the country to promote Pepsi. Racial segregation and Jim Crow
laws were still in place throughout much of the U.S., so Boyd's team faced a great deal of discrimination as a result, from insults by Pepsi co-workers to threats by Ku Klux Klan. On the other hand, they were able to use racism as a selling point, attacking Coke's reluctance to hire blacks and support by the chairman of Coke to segregationist Governor of Georgia Herman Talmadge. As a result, Pepsi's market share as compared to Coke's shot up dramatically. After the sales team visited Chicago, Pepsi's share in the city overtook that of Coke for the first time 1.3 PEPSICO MARKETING
A large advertisement made to resemble a Pepsi cup at the theme park, Nickelodeon Universe inside the Mall of America.
The first of many new designs of Pepsi cans which were released in 2007
In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival CocaCola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public. In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that helped redefine promotion marketing. In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included more than thirty different backgrounds on each can, introducing a new background every three weeks.
1.4 PEPSICO LEADERSHIP
Together we are all building on the platform of human, environmental and talent sustainability while continuing to deliver great results. Indra K. Nooyi, Chairman and CEO
Michale D. White, Chief Executive Officer, PepsiCo International And Vice Chairman, PepsiCo 1.5 PEPSICO VALUES The values of PepsiCo is reflects from its aspiration. PepsiCo express its values in the form of commitment. 1.5.1 PEPSICO COMMITMENT Sustained Growth Empowered People Responsibility & Trust
Sustained Growth is fundamental to motivating and measuring our success. Our quest for sustained growth stimulates innovation, places a
value on results, and helps us understand whether todays actions will contribute to our future. It is about growth of people and company performance. It prioritizes making a difference and getting things done. Responsibility and Trust form the foundation for healthy growth. Its about earning the confidence that other people place in us as individuals and as a company. Our responsibility means we take personal and corporate ownership for all we do, to be good stewards of the resources entrusted to us. We build trust between others and ourselves by walking the talk and being committed to succeeding together. 1.5.2 PEPSICO GUIDING PRINCIPLES Care for customers, consumers and the world we live in We are driven by an intense, competitive spirit in the marketplace, but we direct this spirit toward solutions that achieve a win for each of our constituents as well as a win for the corporation. Our success depends on a thorough understanding of our customers, consumers and communities. Caring means going the extra mile. Essentially, this is a spirit of growing rather than taking. Sell only products we can be proud of The test of our standards is that we must be able to personally endorse our products without reservation and consume them ourselves. This principle extends to every part of the business, from the purchasing of ingredients to the point where our products reach the consumers hands. Care for customers, consumers and the world we live in. Sell only products we can be proud of. Speak with truth and candour. Balance short term and long term. Win with diversity and inclusion. Respect others and succeed together.
Speak with truth and candour We speak up, telling the whole picture, not just what is convenient to achieving individual goals. In addition to being clear, honest and accurate, we take responsibility to ensure our communications are understood. Balance short term and long term We make decisions that hold both short-term and long-term risks and benefits in balance over time. Without this balance, we cannot achieve the goal of sustainable growth. Win with diversity and inclusion We leverage a work environment that embraces people with diverse backgrounds, traits and different ways of thinking. This leads to innovation, the ability to identify new market opportunities, all of which helps develop new products and drives our ability to sustain our commitments to growth through empowered people. Respect others and succeed together This company is built on individual excellence and personal accountability, but no one can achieve our goals by acting alone. We need great people who also have the capability of working together, whether in structured teams or informal collaboration. Mutual success is absolutely dependent on treating everyone who touches the business with respect, inside and outside the company. A spirit of fun, our respect for others and the value we put on teamwork make us a company people enjoy being part of, and this enables us to deliver world-class performance.
1.5.3 PEPSICO SUSTINABILITY VISION PepsiCos responsibility is to continually improve all aspects of the world in which we operate environment, social, economic creating a better tomorrow than today. Tomorrow > Today 1) Corporate Sustainability
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2) 3) 4)
Human Sustainability Environmental Sustainability Talent Sustainability 1) Corporate Sustainability Profile (Business, Products, Customers, Operations) Vision, Mission, Values and Guiding Principles Risk Management Governance External Characters (Membership and Partnership) Constituencies (Stake Holders) Economic Performance
2) Human Sustainability Product Responsibility Smart Spots Portfolio Transformation Nutrition Timeline Health and Wellness Partnerships Product Labelling Food Safety Consumer and Customer Relations Consumer Privacy Advertising PepsiCo Commitment Environmental Sustainability Timeline Environmental Management Environmental Monitoring Capital Expenditure Filter Environmental Policy
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3) Environmental Sustainability -
Education and Awareness Water Energy Packaging and Waste Agriculture
4) Talent Sustainability Diversity and Inclusion Benefits Health and Safety Training Human Rights Talent Honour
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1.7 PEPSICO PRODUCTS
SLICE
MIRINDA
PEPSI
MOUNTAN DEW
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7UP
PEPSI DIET
TROPICANA
GATORODE
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TROPICANA TWISTER
ACQAFINA WATER
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1.7 ADVERRTISING STATERTGIES

1.7.1 PEPSICO ADVERTISING Advertising is a common means used by many organizations or companies all over the world to make their products or services well know and are easier to be sold. Every year many hundreds of advertisements are published through out the mass media such as on billboards, on signs, on radios, ration in newspapers, on television and internet, which are the main instruments, that we use and see everyday. Although, there are not many successful products and not everyone remembers them but PEPSI advertisings are different because most of their customers are repeat consumers. Therefore, this report will discuss the advertising strategies of PEPSI and how it stands as one of the leaders of the cola beverage industry. For several years the main consumers of PEPSI were teenagers and young adults. Most of its advertisings used teenager presenters or superstars who were hero of young people. Nowadays PEPSI wants to gain more market share so it is extending its market by produce many rang of product to suite every groups of consumer such as tea, coffee, water, energy drink and sport drink. They also present many kind of taste of its products that make customers have more choice. Pepsi pick people from these groups for present its product such ... MS Dhoni, Sachin Tendulkar, ShahRukh Khan, Spice Girls, Ricky Martin, Shakira, Robbie Williams, Britney Spear, and David Backham. 1.7.2 COMPARATIVE APPROACH IN MESSAGE STRATEGY Comparative advertising refers to the practice of either directly or indirectly naming one or more competitors in an ad and usually making a comparison on one or more specific product or service attributes. Such other party is usually his competitor and is often the market leader in the
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particular trade. The comparison is made with a view towards increasing the sales of the advertiser. This is typically done by either suggesting that the advertiser's product is of the same or a superior quality to that of the compared product or by denigrating the quality of the compared product In a typical comparative advertising, the advertiser claims superiority over a leading competitor, based on how superior the advertised brand is on an important attribute. For example, in the Pepsi challenge, Pepsi highlights its superiority over Coke by stating that more people preferred Pepsi over Coke in a recent taste test. 1.7.3 THE EFFECTS OF MUSIC IN ADVERTISING Commercials typically contain both product specified information and background features such as pleasant music, attractive colours, and humour. It is said that the impact of product information in a commercial on beliefs and attitudes would typically be interpreted within an information-processing framework. 1.7.4 LAGUAGE OF MEDIA Advertising does not merely sell up products, it sells us lifestyles? Todays advertising has a lot of different strategies to try and get a consumer to buy their product. Over the last twenty to thirty years the art of advertising has been dramatically changed. After the introduction of television the face of advertising had its first major change. The companies had the ability to show people how their product could change some ones life and make people feel better about themselves. When you take a look at the television in todays lifestyle you usually see young, fit attractive people doing things that you want to do. E.g. use or consume the product they are advertising. 1.8.5 DIRECT RESPONSE ADVERTISING The Internet will become the primary direct response medium. Internet is such a cost effective means of communicating with customers. In the recent years, many advertisers have seen opportunities to advertise on the
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Internet. But there are still arguments from both sides that whether or not it will become the primary direct response medium in the future. Direct response advertising seeks to achieve an action-oriented objective such as requesting a free catalogue or brochure offered in a television commercial, or magazine or newspaper ad. Direct response advertising can use any medium for example, magazines, newspapers, radio, television, direct mail, the Internet, or even posters. 1.7.6 WOMENS IN ADVERTISING In these days, feminism is an important influence in the way the media portrays images of women. It has been affected by feminists who tried to change the image of womens. Womens past traditional roles in television advertisements or magazine advertisements compared to their roles today have been influenced by feminists. Thus the focus of this essay is on the contribution of women in magazine advertising as an important subject for feminists in the area of media studies. Media is a very important communication tool in society. In other words, mass media has an important effect on every type of audience. 1.7.7 PSYCHOLOGY IN ADVERTIESMENT Advertisement is used to sell everything from health care to automobiles to household products. There are many ways to advertise and many methods used to the consumer to buy. Behavioural insight and advertising methods based in psychology are used to attract attention. Products and services sold in advertisements are not necessarily sold by the merit of the product but through psychological conditioning. Five major tactics to sell a product are. Fear, Fun and Pleasure, Vanity and Egotism. Fear is utilized a consumer into buying a product or using a service. Fun and pleasure lures a consumer into believing that an enjoyable association is with the product. Vanity and egotism play on the belief that a consumer sees themselves as something spectacular to sell a product. Persuasion based on authority uses a figure that is seen as knowledgeable about a product or the product is used in a situation in
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which it is used for a specific purpose for a specific person. Finally, heuristics is a mental shortcut used to make a decision. Fun and pleasure uses a more indirect approach to a consumer. It is not uncommon to see stereotypically beautiful people using an expensive sports car or SUV to go on dates, be with their friends, or just driving around town. Who is to know whether or not an advertisement will be popular or will even sell the product to the consumer? The human mind is wildly unpredictable and what is popular now will be old news by next week. One simply sees people having fun in association with the product. Advertisement can be fun, witty, amusing, or full of information, or dark, sombre, and depressing, it is all about selling the product to as many people, in as wide of a market as possible. Persuasion is only a small part of the picture. These mental shortcuts which facilitate decision-making are called heuristics. There are three types of heuristics used: length implies strength, balance theory, and consensus implies correctness. Newport has had a successful long running campaign called Alive with Pleasure. Teenagers seem to be much more critical and do research to decide what products to purchas.
1.8 MANUFACTURING PROCESS OF PEPSICO PRODUCTS

1.8.1 HOW TO MAKE PEPSI Pop! Fizz. Ah-h! It happens millions of times a day, every day. That feeling of thirst hits, someone opens a Pepsi and the magic begins. Cold Effervescent. Delicious. Each time, every time. Of course, that's what you expect from a great product like Pepsi-Cola. Or from Diet Pepsi, Mountain Dew or any of our other popular soft drinks and other beverages. The system starts with the finest ingredients available kola nuts, vanilla beans, flavour oils, citrus, sweeteners and the purest waters can distil. Then add the best technology and all muster to blend ingredients.
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And during the 100-plus years PepsiCo have been making soft drinks, PepsiCo also created its own exacting production and quality standards, monitored with constant testing to guarantee quality and consistency in his products. Finally, PepsiCo have our own local distribution system. It's designed to make sure that the Pepsi you open at home is as fresh and delicious as it was when we sealed it at PepsiCo plant. And it serves every city, town and village. 1.8.2 MANUFACTURING PROCESSES Flavor concentrates are shipped from special Pepsi-Cola manufacturing plants in heavy-duty, air-tight containers. Liquid sweeteners are transported in special tanker trucks. All ingredients and food products are stored in clean, sanitary areas, and items requiring refrigeration are kept in temperature-controlled areas. The bottles and cans that will eventually be filled with Pepsi are manufactured elsewhere, and shipped to Pepsi plants wrapped and sealed for protection. Labels, cartons, caps, the carbon dioxide used to carbonate soft drinks and other supplies are also produced for Pepsi by other companies. On arrival, everything is subject to careful inspection to make certain all of the ingredients and materials meet high Pepsi standards. Special equipment is used to uncase and depletive incoming shipments of bottles and cans. Cans are by far the most popular package with consumers because they're lightweight and easy to store. Though bulky, the cartons and pallets on which the empty packages arrive are also relatively light in weight, so it's easy for the machines to automatically remove the cans from their shipping containers at high speed. The machines then transfer the individual packages to a conveyor belt. Once on the belt, cans are part of an enclosed, controlled environment that keeps them sanitary and helps ensure quality throughout the filling process. They travel rapidly through a printer that applies a production code to each can. Then they're automatically turned upside down, and
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rinsed thoroughly with filtered water before proceeding directly to the filler. Water is a key ingredient in all soft drinks. Pepsi-Cola takes special care to purify the water it uses a procedure that involves careful treatment, filtration and purification. Pepsi standards are precise and closely monitored at every step of the process. The result of this kind of painstaking attention to detail is that the water used in Pepsi-Cola and all of our beverages is among the purest available anywhere. Pepsi-Cola flavour concentrate is carefully combined with sweeteners and other ingredients in large stainless steel mixing tanks. Quality control audits performed by specially trained technicians are a critical part of the manufacturing sequence for each batch, and are typical of the attention to detail that's necessary if the highest possible quality standards are to be maintained. Cleanliness is also vital, so all internal and external surfaces of the production system, including syrup lines, proportioning, cooling and carbonating equipment, are meticulously sanitized. In the last step of the manufacturing process, as the now-rinsed cans reach the filler, they're reinserted, immediately filled and the lid is applied at an average speed of 1,200 cans per minute. The filler is where the syrups from the mixing tanks are combined with the purified water from the filtration process. The liquid is then carbonated. This carbonation process gives soft drinks the special sparkle fizzy bubbles that adds to their quality of refreshment. All Pepsi cans and bottles are imprinted with a freshness date, which is a date code that tells you your soft drink is fresh. A final quality check (QC) ensures that the package is properly filled, sealed and labelled. As products leave the manufacturing line, they're combined into a variety of packages six- or 12-packs, 24- or 30-can cases or cases of individual two-litter bottles. The finished packages are stacked on shipping pallets
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and moved to temporary holding areas or to a central warehouse for shipping. The storage is purely temporary, since freshness is an important part of delivering the best possible product to consumers. Some of products will be quickly transported by large trucks to outlying districts and towns. Most, however, are loaded into Pepsi-Cola delivery trucks you see calling on food stores in your own neighbourhood. Other trucks deliver PepsiCola syrup to restaurants and fountains. To make sure there's always enough Pepsi for everyone who wants one, trucks are on the road every single day. Many individual stores actually receive deliveries several times per week a big reason why the Pepsi products you buy and use are always fresh and great tasting.
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Chapter 2. CONSUMER PURCHASING BEHAVIOUR

MEANING, MODEL, SCOPE & IMPORTANANCE TO STUDY CONSUMER PURCHASING BEHEVIOUR 2.1 Meaning of Consumer Purchasing Behavior The term consumer purchasing behaviour refers to the behaviour that consumers display in searching, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. The study of consumer purchasing behaviour is a study of individual makes decision to spend their available resources (time, money, efforts) on consumption related items.
2.2 Model Of Consumer Behaviour

In this model of consumer behaviour managers have to relay on this seven Os framework for consumer research to answer the following key questions about any market. 1) Why constitutes the market? 2) What does the market buy? 3) Why does the market buy? 4) Who participate in the buying? 5) Who does the market buy? 6) When does the market buy? 7) Where does the market buy? Occupants Objects Objectives Organization Operations Occasion Outlets
2.3 Scope Of Consumer Behaviour

The field of consumer behavior holds great to everyone as consumer as marketers & as scholar of human behavior. As consumer are benefits from insight into our own consumption related decision. For e.g. what we buy, hwy we buy & how we buy. The potential influence, which persuades to
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buy. The study of consumer behavior enables us to become better that are wiser consumer. As marketer and future marketer are important for us to recognize why & how the individual make their consumption decision so that we can make better strategy marketing decision. If the marketers understands consumer behavior they are able to predict how consumer are likely to react various informational & environmental quest & enable to shape their marketing strategy accordingly. Most products eventually end up in private households even though they Will pass through a number of steps on their way from producer to end user. Producers and traders form vertical chains or networks, called value Chains, at the end of which is the consumer. The information of those practicing marketing, specially in the creative field of product development and brand promotion, require more qualitative, dynamic knowledge about the consumer than is income, age and family status information. In the new understanding of concept of marketing, marketer would like to know how the consumer in the first place arrive at this decision, the input that underlie and impinge upon it, his post, transaction feelings, etc., so that the total marketing efforts can be directed at generating consumer satisfaction in a more real sense. There in lies the rational for the study of consumer behaviour.
2.4 Importance of consumer behavior

Consumer behavior is the study of what they buy? Why they buy? When they buy? Where they buy it? How often they buy it? & How often they use it? The answer of these questions can be found through consumer research and provide product manufacturers with important input for product scheduling, design modification and promotional strategy. Understanding consumer Behavior is not only important for the producer but for all the other Actors in the chain. The value that the consumer puts on the goods or Services limits what everyone else can get from the value chain we can see that understanding consumer behaviour is a vital aspect of Marketing. Marketers need to understand the role of involvement and Habit, information processing and the concept of life values in consumer
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Behavior as well as cultural determinants. By studying consumer behaviour we try to understand & gain insight into: Consumer decision making processes What we buy, how we buy, and why we buy Enables us to become better consumers and marketers We try to gain a better understanding of consumer related behavior and why individuals act in consumer related ways.
2.5 Consumer Purchasing Behavior A well-developed and tested model of consumer behavior is known as the stimulus-response model, which is summarized in the diagram below:
Fig. 2.5 (a) In the above model, marketing and other stimuli enter the customers black box and produce certain responses. Marketing management must try to work out what goes on the in the mind of the customer the black box. The Buyers characteristics influence how he or she perceives the stimuli; the decision-making process determines what buying behavior is undertaken. Characteristics that affect customer behavior the first stage of understanding buyer behavior is to focus on the factors that determine the
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buyer characteristics in the black box. These can be summarized as follows:
Fig. 2.5 (b)
2.6 Buyer behavior for new products Research suggests that customers go through five stages in the process of adopting a new product or service: these are summarized below: (1) Awareness - the customer becomes aware of the new product, but lacks information about it. (2) Interest - the customer seeks information about the new product. (3) Evaluation - the customer considers whether trying the new product makes sense. (4) Trial - the customer tries the new product on a limited or small scale to assess the value of the product. (5) Adoption - the customer decides to make full and/or regular use of the new product. Research also suggests that customers can be divided into groups according to the speed with which they adopt new products. The innovators (those who adopt new products first) are usually relatively young, lively, intelligent, socially and geographically mobile. They are often of a high socioeconomic group (ABs). Conversely, the laggards (those who adopt last, if at all) tend to be older, less intelligent, less well off and lower on the socioeconomic scale. It follows from the
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above model that when a business launches a new product or service, the customers who buy first are likely to be significantly different from those who buy the product much later.
There are mainly four factors which influence consumer purchasing behaviour these are as fallows.
CULTURAL FACTORS PSYCHOLOGICAL FACTORS 2.7 Cultural Factors Cultural factor contains culture, sub-culture & social class. CULTURE 2.7.1 Culture The accumulation of values, knowledge, beliefs, customs, objects & concepts that a society uses to cope with its environment. Culture is the most basic cause of a persons wants & behaviour. It is learned from family, society, school, pears, and colleagues and includes basic values, perceptions, wants & behaviours. Culture has a significant impact on customer behaviour. It is the most basic cause of a persons wants and behaviour. Growing up, children learn basic values, perception and wants from the family and other important groups. Marketing are always trying to spot cultural shifts which might point to new products that might be wanted by customers or to increased demand. For example, the cultural shift towards greater concern about communication facilities has created opportunities servicing customers who wish to buy Low deposit while getting phones connection. Internet Connection. Value added services. Easy connection with low documentation Similarly the increased desire for leisure time has resulted in increased demand for convenience products and services such as direct marketing service businesses as telephone banking and insurance.
SOCIAL FACTORS PERSONAL FACTOR
SUB-CULTURE
SOCIAL CLASSS
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2.7.2 Subculture
Groups of individuals who have similar value & behaviour patterns within the group but differ from those in other groups. Each culture contains sub-cultures groups of people with share values. Sub-cultures can include nationalities, religions, racial groups, or groups of people sharing the same geographical location. Sometimes a sub-culture will create a substantial and distinctive market segment of its own. For example, the youth culture or club culture has quite distinct values and buying characteristics from the much older gray generation
2.7.3 Social Class

Differences in social class can create customer groups. In fact, the official six social classes in the INDIA are widely used to profile and predict different customer behaviour. In the INDIA socioeconomic classification scheme, social class is not just determined by income. It is measured as a combination of occupation, income, education, wealth and other variables. Relatively homogeneous, enduring divisions in a society, hierarchically ordered with members sharing similar values, interests & behaviors. A customers buying behaviour is also influenced by social Class, such as the groups to which the customer belongs and social status.
2.8 Social Factors

Consumer wants, learning, motives etc. are influenced by Person's family, reference groups, Roles & Status. Social factors contents fallowing three sub factors Reference Group Family Roles & Status 2.8.1 REFERENCE GROUP Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a persons attitude and behavior. In a group, several individuals may interact to influence the purchase decision. The degree to which a reference group will affect a
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purchase decision depends on an individuals susceptibility to reference group influence and the strength of his/her involvement with the group. The typical roles in such a group decision can be summarized as follows: a) Initiator: -The person who first suggests or thinks of the idea of buying a particular product or service b) Influencer: -A person whose view or advice influences the buying decision c) Decider: -The individual with the power and/or financial authority to make the ultimate choice regarding which product to buy d) Buyer: -The person who concludes the transaction e) User: -The person (or persons) who actually use the product or service. 2.8.2 FAMILY The family unit is usually considered to be the most important buying organization in society. It has been researched extensively. Marketers are particularly interested in the roles and relative influence of the husband, wife and children on the purchase of a large variety of products and services. There is evidence that the traditional husband-wife buying roles are changing. Almost everywhere in the world, the wife is traditionally the main buyer for the family, especially in the areas of food, household products and clothing. However, with increasing numbers of women in full-time work and many men becoming home workers (or telecommuting) the traditional roles are reversing. The challenge for a marketer is to understand how this might affect demand for products and services and how the promotional mix needs to be changed to attract male rather than female buyers. Family is the most basic group a person belongs to. Marketers must understando o o
That many family decisions are made by the family unit Consumer behaviour starts in the family unit Family roles and preferences are the model for children's future family Can reject/alter/etc. Family buying decisions are a mixture of family interactions and individual decision making
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Family acts an interpreter of social and cultural values for the individual. Roles & Status People have many roles. Things one should do based on the expectations of you from your position within a group. Wife, mother, employer/ employee. Individuals role are continuing to change therefore marketers must continue to update information.
2.9 Psychological Factors

Psychological factors contents fallowing three sub factors Motivation Perception Learning Beliefs Attitude
2.9.1 Motivation
A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases.
2.9.2 Perception
The process by which an individual selects, organizes, & interprets inputs to create a meaningful picture of the world. 1. Information input: Are the sensations received through the sense organs. 2. Perception: Is the process of selecting, organizing, & interpreting information input to produce meaning. 3. Selective Attention: The process of selecting some inputs to attend to while ignoring others. 4. Selective Distortion: Is an individuals changing or twisting of information when it is inconsistent with personal feelings or beliefs. 5. Selective Retention: Is remembering information that supports personal feelings & beliefs & forgetting inputs that do not. 2.9.3 Learning Changes in an individuals behaviour arising from experience.
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Beliefs Descriptive thought that a person holds about something. 2.9.4 Attitudes Enduring favorable or unfavorable cognitive evaluations, emotional feelings & action tendencies. Attitudes are anchored in behavior. There are two ways to change attitudes: 1) Directly through awareness and perception 2) Indirectly through learning and the feedback loop.
2.10 Personal Factor

Unique to a particular person. Factors like Age, Life Cycle Stage, Occupation, and Economic situation, Lifestyle etc. Everyone has its own like and dislike. The purchasing nature of consumer is change as per his/her age, occupation, economic situation and life style. So above are the factors that influence the purchasing behavior of a consumer.
2.11 Consumer Decision Making Process

Research suggests that customers go through a five-stage decision-making process in any purchase. This is summarized in the diagram below:
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Fig. 2.11 This model is important for analyzing consumer decision-making process. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!). The model implies that customers pass through all stages in every purchase. However, in more routine purchases, customers often skip or reverse some of the stages. For example, a student buying a favorite hamburger would recognize the need (hunger) and go right to the purchase decision, skipping information search and evaluation. However, the model is very useful when it comes to understanding any purchase that requires some thought and deliberation. 2.12 NEED RECOGNITION The buying process starts with need recognition. At this stage, the buyer recognizes a problem or need or responds to a marketing stimulus. An aroused customer then needs to decide how much information (if any) is required. If the need is strong and there is a product or service that meets the need close to hand, then a purchase decision is likely to be made there and then. If not, then the process of information search begins. 2.13 INFORMATION SEARCH Personal sources: family, friends, neighbors etc. Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displays.
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Public sources: newspapers, radio, television, consumer organizations; specialist magazines. Experiential sources: handling, examining, and using the product. The usefulness and influence of these sources of information will vary by product and by customer. Research suggests that customers value and respect personal sources more than commercial sources (the influence of word of mouth). The challenges for the marketing team is to identify which information sources are most influential in their target markets. 2.14 EVALUATION OF ALTERNATIVES In the evaluation stage, the customer must choose between the alternative brands, products and services. An important determinant of the extent of evaluation is whether the customer feels involved in the product. By involvement, we mean the degree of perceived relevance and personal importance that accompanies the choice.
2.15 PURCHASE
Where a purchase is highly involving, the customer is likely to carry out extensive evaluation. High-involvement purchases include those involving high expenditure or personal risk for example buying a house, a car or making investments. Low involvement purchases (e.g. buying a soft drink, choosing some breakfast cereals in the supermarket) have very simple evaluation processes.
2.16 POST-PURCHASE EVALUATION

The final stage is the post-purchase evaluation of the decision. It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as cognitive dissonance. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time.
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To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her purchase, the customer should be needs. Then after having made a
encouraged that he or she has made the right decision.
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Chapter 3. RESEARCH METHODOLOGY

3.1 RESEARCH AIM The prime aim of present study is To study the customer preferences towards PepsiCo products in Akola Dist. 3.2 RESEARCH OBJECTIVE The objectives of present study are as follow. 1) 2) 3) 4) To find consumers buying motives towards PepsiCo products. To know the consumer perception about PepsiCo products. To know the consumer awareness about PepsiCo products. To know the distribution strategy of PepsiCo products. 3.3 RESEARCH HYPOTHESIS 1) Customers are happy because of the reasonable price and good quality of PepsiCo products. 2) Customers are satisfied with PepsiCo products. 3) Customers are more aware about soft drinks. 4) PepsiCo is having a very good distribution strategy. 5) 3.4 REGION UNDER STUDY 3.5 COMPANY UNDER STUDY PepsiCo India Holdings pvt. Ltd Akola District
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3.5 MARKETING RESEARCH PROCESSES

Research refers to the systematic method consisting of enunciating th problem, formulating a hypothesis, collecting the facts or data, analysis the facts and reaching certain conclusions either in the form of solutions(s) towards the concerned problem or in certain generalizations for some theoretical formulation. The various steps involved in the Research process are:
Fig. 3.5
3.6 DETERMINE RESEARCH DESIGN A Research design is simply the framework or plan to study used as a guide in collecting and analyzing the data. It is the blue print for any research. It is possible to built a house without a detailed blueprint, the final product will more than likely be somewhat different from what was originally envisioned by the buyer or user. In the similar manner the research findings are also likely to differ widely from what was desired by the consumer. These research findings are interesting, but they do not solve the basic problem of the customer. There are three types of research designs namely;
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1) 2) 3)
Exploratory Descriptive Causative
3.7 Exploratory Research: Exploratory research is conducted when the researches does not no how and why a certain phenomenon occurs. It concerns with discovering the general nature of problem and the variables that relate to it. It is characterized by a high degree of flexibility and it tends to rely on secondary data, convenience or judgment sample, small-scale survey or simple experiments, case analysis and subjective evaluation of the results. Four groups, interviewing key customer groups, expert and even search for printed and publish information on some common techniques. Present research work is of an exploratory in nature, to assess the consumer preferences towards Home loan schemes in Kola city The Bank presently has various schemes .so here an exploratory research design was selected to study the problem. 3.8 DATA COLLECTION METHOD PRIMARY DATA:Primary data for the said research work is collected through sample of existing through questionnaire techniques in Akola region. SECONDARY DATA:The source of secondary data for the said research work is Business magazines & periodicals, newspapers, business circulars, Corporate Websites over Internet and published research etc. secondary data is also collected through Bank 3.9 DATA COLLECTION FORM & QUESTIONNAIRE DESIGN To collect the relevant data for a research data will be collected in the form of questionnaire designing. Designing the questionnaire is not easy job it will be formulated in carefully means which type of information to
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be collected, type of questions, question wording, sequencing and layout and presenting these all of things are designing in well manner. The questionnaire was prepared using very simple and non-technical words. To serve the wholehearted co-operation without wasting must time of respondents, the questionnaire was short and to the point. The questionnaire design procedure follows following steps. The said questionnaire is attached in the appendix section. questionnaire design procedure follows following steps. The said questionnaire is attached in the appendix section.
Specify what information will be
Determine type of the questionnaire and
Determine wording of each question Determine sequence of each

2.7 Prepared for final
Determine forms &
Determine concent of
Determine physical characteristics of
Re-examine step 1-7 by testing questionnaire

Fig 3.9
data collection
To fulfill the research objective and characteristics of consumers at market place survey method was selected. In this consumer survey method, questionnaire was designed keeping research objective, consumer response habit, language &other related factors. Questionnaire was objective oriented as well as perception oriented and was easy & less time consuming. Some questions were open ended & some were dichotomous type. In it three & five point scale technique was used. By using this scaling technique analysis could be easily done. (Sample questionnaire is attached in the Appendix)
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3.10 SAMPLE DESIGN & SELECTION A sample design is a definite plan for obtaining a sample from the sampling frame. It refers to the technique or the procedure, the researcher would adopt in selecting some sampling units form which inferences about the population is drawn. Sampling design involves following steps.
Define the Population Identifying the sampling frame Specify the sampling unit. Specify the sampling method. Determine the sample size. Specify the sampling plan. Select the sample.
Fig. 3.10 Define The Population: For the said research work, the population is all the existing customer in the Akola region. Sampling Methods: stratified sampling Sample size: 100 . The sample size selected for consumer survey is of 100 in AKOLA Region. It also distributed in a following
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3.11 LIMITATIONS OF PRESENT STUDY

The present study has following limitations. 1. It was somewhat difficult to get the questionnaires completely filled and signed by the residential/commercial customer that time they were busy and could not give sufficient time and original information even though they have the information that was required for research. 2. Consumers do cooperate if not much busy with their patients. 3. Some of the respondents left some questions unanswered and as such it was little' difficult to draw and generalize conclusion from them. 4. The finding entirely depends upon the willingness of the respondent. 5. respondents It was not possible for the researcher to cover al the due to the time and cost consideration.
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Chapter 4. GEOGROPHICAL REGION OF PROJECT

4.1 INTRODUCTION What constitutes Akola district at present was originally a part of the Nizams dominion assigned in 1853 to the East India Company in liquidation of the large debt due on account of arrears of pay on the Hyderabad contingent and as a security for future payment of that force. At that time Berar was divided into two districts, South and North. In 1857 Berar was reconstituted into two districts, West Berar with headquarters at Akola and East Berar with headquarters at Amravati. In 1903,the treaties of assignment were superseded by an agreement under which the Nizam leased Berar to the Government of India for an annual rent of 25 lakhs of rupees in perpetuity. The administration of Berar was transferred from Hyderabad to the then Chief Commissioner of Central Provinces. In 1864, when the district of Buldhana was constituted, a part of the west Berar district was transferred to Buldhana district. In 1875, again when the Washim district was created some parts were transferred and the district and tahsil boundaries were completely overhauled in 1905. Murtizapur tahsil was transferred from Amravati t Akola district and Khamgaon and Jalgaon tahsils were transferred from Akola to Buldhana district. The Washim district was broken and two tahsils of Washim and Mangrulpir were included in the newly constituted Akola district. There were no major changes in the boundaries of the district between 1911 and 1955. In 1956, with the Reorganisation of the States, the district was transferred from Madhya Pradesh to the then Bombay State and in 1960 it became a part of the State of Maharashtra. On First July 1998, Akola district was divided to form two new districts Akola and Washim. Akola district now consists of Akola,
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Balapur, Patur, Barshitakli, Murtizjapur, Akot and Telhara taluka. The district headquarter is Akola. Akola city is located in north-central Maharashtra state, western India, on the Morna River. An important road and rail junction in the Purna River valley, it is a commercial centre trading chiefly in cotton. There are also textile and vegetable-oil industries. Akola is an important educational center with several colleges affiliated with the University of Amravati.
4.2 AKOLA DISTRICT MAP
Fig. 4.2
4.3 LOCATION
The district of Akola lies in the western parts of the Nagpur Division of Maharashtra State and is surrounded by Amravati district in the north and north-east, yeotmal in the south-east, Washim in the south and Buldhana in 7744 longitude. the west. The district lies between 1951 and 2116 latitude and 7638 and
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4.4GEOGROPHY The two main rivers of the district are the Purna and the Penganga, the other less important rivers being the tributaries of these two rivers. They are the Katepurna, Shahanur, Morna,Mun,Nand, Man and Uma, which are the tributaries of the Purna, and the Adan, the Arna and the Pus which are the tributaries of the Penganga. 4.5 CLIMATE The climate of this district is characterized by a hot summer and general dryness throughout the year except during the south-west monsoon season. The year may be divided into four seasons. The period from about the middle of November to the end of February constitutes the winter season. The summer season extends from March to June. This is followed by the south-west monsoon season which extends up to the end of September. October and November constitute the post-monsoon season. 4.6 TEMPRATURE There is a meteorological observatory in the district at Akola, and the data from this observatory may be taken as representative of the meteorological conditions obtained in the district in general. Temperature rises rapidly after February till May which is the hottest month of the year. In May, the mean daily maximum temperature at Akola is 42.4 C and the mean daily minimum temperature is 27.5C. The heat in the summer season is intense during the day and the nights are comparatively tolerable. During the period from April to June, on individual days, the day temperature rises up to about 46 or 47C. With the arrival of the south-west monsoon in the district by about mid-June there is an appreciable drop in the day temperature and the weather becomes pleasant. After the withdrawal of the monsoon the day temperature increases gradually and a secondary maximum in day temperature is reached in October. However, night temperature decreases progressively after September. Both day and night temperature decreases rapidly from October till December, which is the coldest month in the year.
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The mean daily maximum temperature during this month is 29.3 C and the mean daily minimum temperature is 11.9 C. In the rear of the western disturbances, which move across north India in the winter months, cold waves affect the district at times and night temperatures may go down to about 2 to 4 . 4.7 DIVISIONS The district of Akola comprise of talukas namely Akot, Telhara, Akola, Balapur, Patur, Barshitakli and Murtajapur. 4.8 TRANSPORT Important railway stations with their codes are Paras, Gaigaon, Akola Junction(AK), Murtijapur Junction (MZR) and are under BhusawalBadnera Section of Bhusawal Division of Central Railway. The other stations under meter gauge are Hiwarkhed(), Adgaon Buzurg(ABZ) , Akot(AKOT), Patsul(PTZ), Ugwe (UGWE), Akola Junction , Shivani Shivpur(SVW), Barshitakli(BSQ), Lohogad(LHD), Amna Vadi(AMW),Jaulka(JUK) are under Purna - Khandwa Section of South Central Railway. The stations under narrow gauge are Lakhpuri, Murtajapur Junction, Karanja under two Narrow Gauge Branch lines viz Murtajapur-Achalpur and Murtajapur-Yavatmal of Bhusawal Division of Central Railway. 4.9 ECONOMY Cotton and Jawar are the predominant crops grown in the district. Oil and Dal mills are also rampant. The economy is mostly agriculture based. Nowadays, soyabean crop is an important crop as major soyabean plants have come up in the area.
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Chapter 5. ANALYSIS AND DATA INTERPRETATION

TABLE NO. 5.1
Analysis of Age Group of Respondents

Sr. No. 1 2 3 4 5yrs 15 yrs 16yrs -25yrs 26yrs -40yrs 41yrs Onward Age Group No. Of Respondent 08 76 14 2 8% 76% 14% 2% Percantage
Graph No. 5.1 Interpretation- Out of 100 respondent 76% of respondent belong to age group of 16yrs-25yrs and another 14% belong to age group of 26yrs40yrs while rest 8% and 2% belong to age group of 5yrs-15yrs and 41yrs-onward respectively.
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TABLE NO. 5.2
Analysis of Respondents according to Gender

Sr.No. 1 2 Gender Male Female No. Of Respondents 84 16 84% 16% Percentage
Graph No. 5.2 Interpretation Out of 100 respondent 84% respondent are male and 16% female.
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TABLE NO. 5.3
Analysis of Respondents according to Monthly Income

Sr. No. 1 2 3 4 5 Income Group (Rs.) 5000 -10000 11000-15000 16000-20000 21000-Onward None No. Of Respondents 26 7 21 10 38 % of Respondents 26% 7% 21% 10% 38%
Graph No. 5.3 Interpretation Out of 100 respondent 38% of respondent belong no Income group and another 26% belong to income group of 5000-10000 and 21% belong to income group 16000-20000 while rest 10% & 7% belong to income group 21000-onward and 11000-15000 respectively.
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TABLE NO. 5.4
Analysis of Respondents according to Occupation

Sr. No. 1 2 3 4 Student Other Businessman Employee Occupation No. Of Respondents 56 4 14 26 % of Respondent 56% 4% 14% 26%
Graph No. 5.4 Interpretation Out of 100 respondent 56% are Student, 26% are Employee, 14% are Businessman and rest 4% are belong to others.
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TABLE NO. 5.5
Analysis of Respondents according to Buying Motives for Soft drink.

Sr. No. 1 2 3 4 Thrust Refreshment Complementary Enjoyment Reasons No. Of Respondent 10 12 53 25 % of Respondents 10% 12% 53% 25%
Graph No. 5.5 Intrepretation Out of 100 respondent 53% respondents are purchase soft drink for Complementory another 25% for enjoyment while rest 12% and 10% purchase for refreshment and Thrust.
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TABLE NO. 5.6
Analysis of Respondents according to preferences to various type of soft drink.

Sr. No. 1 2 3 4 Category of soft drink Strong soda added Light soda added Medium soda added Flavour added No. Of Respondents 32 18 22 28 % of Respondent 32% 18% 22% 28%
Graph No. 5.6 Interpretation Out of 100 respondent 32% of respondent like strong soda added soft drink another 28% of respondent like flavour added soft drink while remaining 18% and 22% of respondent like medium soda added soft drink and Light soda added soft drink respectively.
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TABLE NO. 5.7
Analysis of Respondents according to buying motives while Buying soft drink.

Sr. No. 1 2 3 4 Price Quality Availability Advertisement Factor No. Of Respondents 10 64 16 10 % of Respondent 10% 64% 16% 10%
Graph No. 5.7 Interpretation The above analysis shows that 64% respondent considering quality factor while buying soft drinks another 16% respondent considering availability and rest 10% both considering price and advertisement.
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TABLE NO. 5.8
Analysis of Respondents according to Knowledge about all PepsiCo products

Sr. No. 1 2 Factors Yes No No. Of Respondents 65 35 65% 35% % of Respondent
Table No. 5.8 Intrepratation Out of 100 respondent 65% of respondent knows about all PepsiCo products and remaining 35% of respondent dont know about all PepsiCo products.
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Table 5.9 Analysis of Respondents according to Purchase Preferences to PepsiCo Products

Sr. No. 1 2 Yes No 82 18 Factor No. Of Respondents % of Respondents 82% 18%
Table No. 5.9 Intrepratation The above analysis shows that 82% respondent give purchase preference to PepsiCo products and remaining 18% respondent give other soft drink brands.
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TABLE NO. 5.10 Analysis of Respondents according to preference to different companies soft drink Brands.
Sr. No. 1 2 3 4 Soft drink Brands PepsiCo Parle Coca-Cola Local Brands No. Of Respondents 62 12 17 11 % of Respondent 60.78% 11.76% 16.66% 10.78%
Table No. 5.10 Intrepretation The analysis shows that out of 102 respondent 60.78% respondent use PepsiCo producrs another 16.66% respondent use CocaCola products and while remaining 11.76% & 10.78% respondents used Parle and Local Brands product respectively.
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TABLE 5.11 Analysis of Competitiveness of PepsiCo products

Sr. No. 1 2 Factor Yes No No. Of Respondents 78 22 % of Respondent 78% 22%
Table No. 5.11 Intrepretation The analysis shows that 78% of respondent considered PepsiCo products are compitative one and remaining not much confident about PepsiCo products.
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Table No. 5.12 Analysis of Competitors of PepsiCo

Sr. No. 1 2 3 4 Soft Drink brands Coca Cola Local Brand Parle Macca-Cola No. Of Respondents 77 06 13 04 % of Respondent 77% 6% 13% 4%
Table No. 5.12 Intrepretation The analysis shows that 77% of respondent Considered as Coca-Cola is strongest compititor of PepsiCo another 13% respondent considered as Parle is strongest compititor while remaining 6% and 4% respondents considered Local brand and Macca Cola is strongest compititor respectively.
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TABLE NO. 5.13 Analysis of Respondents according to rating given by them to PepsiCo Products as per their attributes.
Sr. No. 1 2 3 4 5 Attributes Taste Wide Range Availability Packaging Price No. Of Respondents 65 12 07 07 09 % of respondent 65% 12% 7% 7% 9%
Table No. 13 Intrepretation The above analysis shows that 65% respondents Prefer taste of PepsiCo products and remaining 21%, 9%, 7% & 7% respondents prefers wide range of Pepsico product, Price of Pepsico products, Packaging of PepsiCo products and availability of PepsiCo products respectively.
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TABLE NO. 5.14 Analysis of Respondents givens preferences to different PepsiCo products.
Sr. No. 1 2 3 4 5 6 7 8 9 10 PepsiCo Products Pepsi Mirinda Tropicana 7 UP Slice Pepsi Diet Mountain Dew Tropicana Twister Gatorade Soft drink Duck No. Of Respondents 46 39 25 18 26 26 17 18 4 4 % of Respondent 20.62% 17.48% 11.21% 8.07% 11.65% 11.65% 7.62% 8.07% 1.79% 1.79%
Table No. 5.14 Intrepretation The analysis shows that 20.68% respondents prefer
Pepsi, 17.48 respondent prefer Mirinda, 11.21 respondents prefer Trppicana, 8.07% respondents both prefer 7UP and Tropicana Twister, 11.65 respondents both prefer Slice and Pepsi Diet, 7.62% respondent respondents prefer Mountain Dew and remaining 1.79% respondent both prefer Gatrod soft drink and duck respectively.
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TABLE NO. 5.15 Analysis of Respondents according to factors which attract them to buy PepsiCo Products.
Sr. No. 1 2 3 4 5 Factor Taste Price Packaging Advertisement Availability No. Of Respondent 65 11 05 14 05 % of Respondent 65% 11% 5% 14% 5%
Table No. 5.15 Intrepretation The analysis shows that 65% respondents attrected to buy PepsiCo products by Taste other 14% respondents attrected to buyby Advertisement, 11% of respondents attrected to buy PepsiCo products by Price and remaining 5% both attrected to buy PepsiCo Products by Packaging and Availability respectively.
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TABLE NO. 5.16 Analysis of Respondents according to various factors considered while Buying PepsiCo Products.
Sr. No. 1 2 3 4 5 High Quality Unique Taste Availability Reasonable Price Packaging Factors No. Of Respondents 32 48 10 09 07 % of Respondent 30.18% 45.28% 9.43% 8.49% 6.60%
Table No 5.16 INTREPRETATION The analysis shows that 45.28% respondents like PepsiCo products because of Unique taste other 30.18% respondent like PepsiCo products because High Quality and remaining 10%, 9% and 7% respondents like PepsiCo products because of availibility, Reasonable price and Packaging.
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TABLE NO. 5.17 Analysis of Influences who Motivates Respondents to purchase PepsiCo Products. Sr. No 1 2 3 4 Friends Our Self Social Influence Family Members Factors No. Of Respondent 33 45 09 13 09 % of respondent 33% 45% 9% 13% 9%
5 Brand Ambassadors
Table No. 5.17 Intrepretation The analysis shows that 45% respondents motivate to purchase PepsiCo products by Our-self, 33% respondents motivates to purchase PepsiCo products by Friends and remaining 13% and 9% both respondents motitate to purchase PepsiCo products by family members, Brand ambassadors and Social influance respectively.
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TABLE 5.18 Analysis of Respondents according to Seasonal Buying Behaviour. Sr. No. 1 2 Factor Yes No No. Of Respondent 68 32 % of Respondent 68% 32%
Table No. 5.18 Intrepretation The analysis shows that 68% respondent purchase Pepsico products in perticular Season or festival and remaining 32% respondentts purchase PepsiCo products in any season or period.
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TABLE NO. 5.19 Analysis of Price Competitiveness of PepsiCo Products. Sr. No. 1 2 Factor Yes No No. Of Respondents 81 19 % of Respondent 81% 19%
Table No. 5.19 Intrepretation The analysis shows that the 81% respondents considered as price of PepsiCo products are compitative one and remaining 19% respondent are not confident about pricing strategy of Pepsico products.
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TABLE NO. 5.20 Analysis of Availability of PepsiCo Products Sr. No. 1 2 Factor Yes No No. Of Respondents 86 14 % of Respondent 86% 14%
Table No. 5.20 Intrepretation The analysis shows that 86% says the PepsiCo products are easily available and according to 14% respondent PepsiCo products are not easily available.
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TABLE NO. 5.21 Analysis of Respondents Opinion about PepsiCo Retail Shops in Akola District. Sr. No. 1 2 3 4 Quantity of Retail Shops Large in No. Medium in No. Small in No. Rarely Found No. Of Respondents 45 38 13 04 % of Respondent 45% 38% 13% 4%
Table No. 5.21 Intrepretation The analysis shows 45% respondent considered the
quentity of Pepsico retail shops is Large in no. Other 38% respondent considered it is Medium in no. and remaining 13% & 4% respondent considered it is Small in no. and rerely found.
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Chapter 6. CONCLUSIONS AND SUGGESITIONS

6.1 Conclusions on the basis of questioner. 1) The most of respondents are found in age group between 16yrs-25yrs and minimum respondents are found in 41yrs-onward. 2) Male respondents are found more interest to buy soft drinks than female respondents. 3) More than 1/3 rd respondent have non income. Most of the respondent in between 5000-10000 and 16000-20000 income group. 4) The student respondents are found in large numbers, followed by Employee and others are few. 5) Maximum respondent generally purchase soft drink for Complementary, than second Enjoyment and very few for thrust and refreshment. 6) Most of the respondents like Strong soda added soft drinks and flavours added also remaining types are in near about same proportion. 7) Most of the respondents gives importance to Quality of soft drinks and remaining respondents are give importance other factors in same proportion. 8) Most of the respondents are know about all PepsiCo products. 9) Maximum respondents gives purchase preferences to PepsiCo products. 10) Most of the respondents are use PepsiCo products then remaining are use other brands in same proportion. 11) Maximum respondents considered PepsiCo products are competitive. 12) Coca-cola is the strongest competitor of PepsiCo. 13) Most of the respondent prefer unique taste of PepsiCo products rather than other attributes. 14) Most of the respondents gives preference to Pepsi, than followed by Mirinda, then Slice & Pepsi Diet, then Tropicana and so on. 15) While buying PepsiCo products maximum respondents attracts taste of the product. 16) Most of the respondents like PepsiCo because of its Unique Taste and High quality.
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17) Respondents motivates to purchase PepsiCo by our self, followed by Friends and other influences affects very few. 18) Maximum respondents purchase PepsiCo products in particular season or festival. 19) Most of respondents considered price of PepsiCo products are competitive. 20) PepsiCo products are easily available, few respondents are considered it is not easily available. 21) In Akola dist. Most area PepsiCo retail shops are available in large no. and some area it is in medium in nos. In few are it is small in nos or rarely found.
6.2 SUMMRIZED CONCLUSIONS 1) Most of the customer purchase PepsiCo products for complementary and enjoyment and few customers are purchase for refreshment and thirst. 2) According to customers PepsiCo products are competitive one. Customers prefers PepsiCo product because of High quality and Unique taste and pricing of PepsiCo products is Competitive one means it is in reasonable prices. 3) The customers are more aware about soft drinks. Customers are prefer specific type of soft drink. The customer focus on different factor while buying soft drinks, most of the customers have information about all PepsiCo products and while purchasing soft drinks the customer gives important to attributes of soft drinks. 4) According to wholesaler and retailer distribution strategy of PepsiCo is very good. Most of the times Company used decentralised distribution strategy and Company is prompt in its services. 5) As per research PepsiCo is Market Leader in soft drink industries in Akola Dist.
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6.2 SUGGESSIONS 1) PepsiCo should make Bottle be clean and attractive. Variety of flavours should be developed. 2) For best services PepsiCo should require increase the number of wholesaler and retailer. 3) For gain more market shear various fruit flavours & taste should be added in the range of PepsiCo products. 4) PepsiCo should make a stock of products in small shops. improvement & productivity. 6) PepsiCo sales will also increasing, if they made better and better improver in there services and maintain it. 7) PepsiCo should make arrangement the products are available any time, any where and in different range. 8) PepsiCo should concentrate improvement on quality and taste as the controversies raised in the yester years. 9) For gaining more market share PepsiCo should be require to launch ice cream products in different verities. 10) PepsiCo should increases competition from Coca-Cola. 5) By doing market survey prepare the master forecast for the quality
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Chapter 7. BIBLIOGRAPHY
1) Murty TVS, Research Methodology, Latest Edition, S.S.G.M.C.E. Publication, Shegaon, 2003 2) Kotler Philip & Koshey , Marketing Management, 13th Edition, Tata Magrahill Publication, New Delhi, 2003 3) Schiffman and Kanuk, Consumer Behaviour, Revised Edition, London, 2001. 4) http/:www.maharashtrastate.com/akoladist/info 5) http/:www.pepsico.com/pepsicoinfo/ 6) http/:www.pepsicoindia.com/pepsicoinfo 7) http/:www.wikkipidiaencyclopedia.com/pepsico/info 8) PepsiCo Detailer, PepsiCo India Pvt. Ltd., New Delhi, year 2007
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QUESTIONNAIRE Dear Respondent, I, Mr. Sachin S. Bhatkar student of Department of Business Administration & Research, S.S.G.M.C.E., Shegaon is going to conduct a research study on To study the customer preferences towards PepsiCo products in Akola district. It is a part of my academic curriculum. So kindly fill up the following questionnaire & co-operate with me for the completion of my project. 1) Name of respondent 2) Age a) 5yrs 15 yrs b) 16 Yrs 25 Yrs 3) Gender a) Male 4) Monthly income a) 5k 1ok b) 15k 20k 5) Occupation a) Student b) Other a) Thrust b) Complimentary a) Strong soda added b) Light soda added a) Price b) Quality e) Any other (Please specify 9) Do you know about the all PepsiCo products? a) Yes
[ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ]
c) 26Yrs 40 Yrs d) 41 Yrs Onward b) Female c) 10k 15k d) 20k onward c) Business man d) Employee c) Refreshment d) Enjoyment
[ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ]
6) Generally, you purchase soft drink for.
7) Which soft drink do you like most? c) Medium soda added [ ] d) Flavour added c) Availability d) Advertisement [ ] [ ] [ ] ) b) No [ ]
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8) Which of the following factor you will consider while buying soft drink?
[ ]
10) Do you purchase PepsiCo products? a) Yes a) PepsiCo b) Parle a) Yes Products? a) Coca-Cola c) Local Brands a) Taste b) Wide range c) Availability a) Pepsi b) Mirinda c) Tropicana d) 7UP e) Slice [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ]
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[ ] [ ] [ ] [ ]
b) No c) Coca-Cola d) Local Products b) No
[ ] [ ] [ ] [ ]
11) Which company Products (Soft drinks) do you use?
12) Do you find PepsiCo product competitive one? 13) According to you which is the strongest competitor of PepsiCo c) Parle d) Macca-Cola d) Packaging e) Price [ ] [ ] [ ] [ ]
14) Which of the following attributes of PepsiCo you will prefer?
15) Which of following PepsiCo products generally you prefer? f) Pepsi Diet g) Mountain Dew h) Tropicana Twister i) Gatorade Soft drink j) Duck d) Advertisement e) Availability [ ] [ ] [ ] [ ] [ ] [ ] [ ]
16) Which of the following factors attract to buy PepsiCo products? a) Taste b) Price c) Packaging a) High quality b) Unique taste c) Availability a) Friends b) Our self c) Social influence
17) Why do you like PepsiCo products? d) Reasonable price e) Packaging [ ] [ ]
18) Who motivate you to purchase PepsiCo products? d) Family members [ ] e) Brand Ambassadors [ ]
19) Do you prefer to purchase the PepsiCo products in any particular Season or festival? a) Yes a) Yes a) yes a) Large in no. c) Small in no. [ ] [ ] [ ] [ ] [ ] b) No b) No b) No b) Medium in no. d) Rarely found [ ] [ ] [ ] [ ] [ ] 20) IS pricing of PepsiCo products Competitive? 21) Are PepsiCo products easily available in market? 23) How do you find PepsiCo Retail shops in Akola District?
24) Any suggestion for PepsiCo products
Date Place Signature
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QUESTIONERS
(Oral interview for PepsiCo wholesaler and retailer) Dear Respondent, I am student of Department of Business Administration and Research S.S.G.M.C.E., Shegaon going to conduct research study on of To study the customer preferences towards PepsiCo products in Akola Dist. It is part of my academic curriculum. So kindly respond the following questioner & co-operate with me for the completion of my project. Mr. Sachin S. Bhatkar MBA (Mktg) 1) Name of Respondent 2) Type of business a) Wholesale b) Hotel e) Other a) Yes a) Centralize a) By door delivery c) Get through Agent a) Yes it replace by PepsiCo? a) Yes [ ] b) No [ ] 8) Any suggestion or idea about distribution to PepsiCo Thank You. [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] b) No b) Decentralized b) Pick our self d) Through Wholesaler b) No [ ] [ ] [ ] [ ] [ ] b) Retail d) Restaurant [ ] [ ]
3) Are you satisfied with distribution strategy of PepsiCo? 4) Which distribution strategy enjoy you from PepsiCo? 5) How you get PepsiCo products stock delivery?
6) Would you found any breakage or damage in stock delivery of PepsiCo? 7) If you found any breakage or damage in PepsiCo Products delivery, Can
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Pepsi Co Question

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Pepsi Co Question

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Study of consumer preferences toward PepsiCo products in Akola district.

Study of consumer preferences toward PepsiCo products in Akola district.

1.2 PEPSICO HISTORY

Study of consumer preferences toward PepsiCo products in Akola district.

Study of consumer preferences toward PepsiCo products in Akola district.

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

1.4 PEPSICO LEADERSHIP

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

Education and Awareness Water Energy Packaging and Waste Agriculture

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

1.7 PEPSICO PRODUCTS

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

1.7 ADVERRTISING STATERTGIES

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

1.8 MANUFACTURING PROCESS OF PEPSICO PRODUCTS

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

Chapter 2. CONSUMER PURCHASING BEHAVIOUR

2.2 Model Of Consumer Behaviour

2.3 Scope Of Consumer Behaviour

Study of consumer preferences toward PepsiCo products in Akola district.

2.4 Importance of consumer behavior

Study of consumer preferences toward PepsiCo products in Akola district.

Study of consumer preferences toward PepsiCo products in Akola district.

buyer characteristics in the black box. These can be summarized as follows:

Fig. 2.5 (b)

Study of consumer preferences toward PepsiCo products in Akola district.

SOCIAL FACTORS PERSONAL FACTOR

Study of consumer preferences toward PepsiCo products in Akola district.

2.7.3 Social Class

2.8 Social Factors

Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.

2.9 Psychological Factors

Study of consumer preferences toward PepsiCo products in Akola district.

2.10 Personal Factor

2.11 Consumer Decision Making Process

D.B.A.R., S.S.G.M.C.E., Shegaon

Study of consumer preferences toward PepsiCo products in Akola district.