ANNEXURE-I

A SYNOPSIS ON CONSUMER BEHAVIOUR ON CONSUMPTION PATTERN OF SOFT DRINK

(Submitted in partial fulfillment of the requirement of master of business administration, Distance Education, Guru Jambheshwar University of Science & Technology, Hisar).

Supervisor: Prof. D. Bandopadhyay Marketing Head

Submitted By:Name: - Amit Kr. Singh Enrollment No: - 09061144003 Specialization: - Marketing

Remark of Evaluator
Approved / Disapproved (I Evaluation) Approved / Disapproved (II Evaluation)

Session: - 2009-11

Directorate of Distance Education Guru Jambheshwar University Of Science & Technology, Hisar

ANNEXURE-II

DIRECTORATE OF DISTANCE EDUCATION

GURU JAMBHESHWAR UNIVERSITY OF SC. & TECH., HISAR FORMAT FOR RESUME OF SUPERVISER/ GUIDE 1 2 3 4 5 6 7 8 9 NAME DESIGNATION QUARLIFICATION AREA OF SPECIALIAZATION EXPERIENCE OFFICIAL ADDRESS TELEPHONE NO. MOBILE E-MAIL : Prof. D. Bandopadhyay : Marketing Head : MBA, MSc (Agriculture) : Rural Marketing, Product and Brand Management : 35 year : JK Business School, Gurgaon : : :

I am willing to supervise: - Mr. Amit Kr. Singh Enrollment No. : 09061144003

On the Topic: - Consumer Behaviour on Consumption Pattern of Soft Drink

(Signature with Seal) Countersigned by the Employer with Seal

Countersigned by the Director of Study Centre with Seal

ANNEXURE-III

CERTIFICATE
This is certify that Mr. Amit Kr. SIngh, Enrollment no. 09061144003, has proceeded under my supervision his research project on Consumer Behaviour on Consumption Pattern of Soft Drink in the specialization area Marketing. The work embodied in this report is original and is of the standard expected of an MBA student and has not been submitted in part or full to this or any other university for the award of any degree or diploma. He has completed all requirements of guideline for research project report and the work is fit for evaluation.

Signature of supervisor / Guide (with seal) Name Designation Organization : Prof. D. Bandopadhyay : Marketing Head : JK Business School

Forwarded by Head/ Director of Supply Centre (With signature, Name & SEAL)

OBJECTIVE OF THE STUDY

The study has been conducted in Gurgaon and the respondents chosen randomly. The sample size has been limited to 100, which may restrict the scope and complexity of the study. The scope of the project could be broadened if the project duration is extended and the team strength be raised. The primary objective of the report is to study the attributes, which a consumer considers important while taking decision to purchaser soft drink

To find out the top of the mind awareness level of soft drink among consumers. To identify the age group which consume the soft drink more. To know what the factors are, which influence towards brand choice. To identify the factors influencing the consumption pattern.

SCOPE OF THE STUDY

The main scope of this study is to ascertain the effectiveness of channel of Distribution and various methods to increase the sales volume of the concern. The Methods include regular information to the buyers creating a brand position in the market and taking measures to make the brand remain in its position. One of the important aspects of this study is also to increase the market segment for the product.

RESEARCH METHODOLOGY
RESEARCH DESIGN It involves survey of consumers, understanding the market and changing trends by Data Survey DATA SOURCE The primary data was collected from the consumers and secondary data through various mediums. RESEARCH INSTRUMENT The research instrument used was a questionnaire backed by personal interview for data collection. SAMPLE SIZE 100 for consumers. SAMPLE AREA Sample size of 100 members comprised of and different areas of Gurgaon. SAMPLING METHOD Convenience and judgmental.

LITERATURE REVIEW
Companies to base their strategies almost entirely on building brand. Brand preference means to compare the different brand and opt for the most preferred brand. This brand preference is influenced by various factors. According to this study many factors were find out for preferring a brand like: Brand persona Brand constancy Brand value Brand loftiness 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. 2. Colour and flavour rules consumer preferences: This intensity of colour and the flavour are the key drivers behind consumer acceptance of beverages, says a new study involving DANONE. But packaging and labeling 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 organization adriant, the university of Rennes I, DANONE R&D, and Institute Paul Bocuse. Companies need to continuously innovate to maintain market leadership, wrote to researchers, when the market is overloaded the challenge consists in creating innovative products able to attract and satisfy consumers," This topic aims to investigate the degree of brand awareness of various food products in relation to background and education of the household, the consumption pattern of various food products consumed by respondent in the light of their areas, income levels and education.

QUESTIONNARIE FOR CUSTOMERS/CONSUMERS

1. Which brands of soft drinks are you aware of?
Pepsi [ ] Thums Up [ ] Coke [ ] Mirinda [ ] Maaza [ ] 7 UP [ ] Sprite [ ] All [ ] 2. Which brand of soft drink you have consumed the most? Pepsi [ ] Thums Up [ ] Coke [ ] Mirinda [ ] Maaza [ ] 7 UP [ ] Sprite [ ] 3. What attributes and factors influence your purchase of soft drinks? (Order of Preference). Availability [ ] Price [ ] Taste [ ] Advertisement [ ] Flavor [ ] 4. How do you rate the preferred brand of soft drink? Excellent [ ] Very Good [ ] Good [ ] 5. How often do you consume soft drinks? Daily [ ] Thrice a week [ ] Weekly [ ] Occasionally [ ] Seasonally [ ] 6. Do you shift from one brand to another brand? Yes [ ] No [ ] If Yes, state the reason: a) Due to non-availability of your regular brand [ ] b) Due to non-availability of chilled drink [ ] c) For tasting different flavors [ ] d) Influenced by friends [ ] e) Other Reasons __________________________ 7. Which is the package that you prefer most? 200ml [ ] 300ml [ ] 500ml [ ] 1 Litre [ ] 1.5 Litre [ ] 2 Litre [ ] Tins [ ] Tetra Pack [ ] Fountain Glass [ ] 8. How do you rate the present price of soft drinks? High [ ] Reasonable [ ] Low [ ]

9. Rank the media in the order of effectiveness for advertising of soft drinks. Newspapers [ ] Television [ ] Magazines [ ] Hoardings [ ] Posters [ ] Glow Sign Boards [ ] 10. What appeals to you in the advertisement of the preferred brand? Model/Celebrity is good [ ] Slogan is good [ ] Theme of concept is good [ ] Sponsored event is good [ ] Execution (Photography/still) is good [ ] 11. Do you think the present slogans are impressive? Yes [ ] No [ ] If Yes, which of the following PEPSI Yeh Dil Mange More Aahaa! [ ] COKE Jo Chahe Ho Jaye Coca Cola Enjoy! [ ] THUMS UP Taste the Thunder [ ] MIRINDA Zor Ka Jhatka Dheere Se Lage [ ] SPRITE Dikhavon pe na jao, apni akal lagao [ ] MAAZA Taaza Mango, Maaza Mango [ ] 7 UP Cool, Light & Easy [ ]

NAME OF RESPONDENT: ________________________ GENDER: Male [ ] Female [ ] OCCUPATION: ___________ EDUCATION: ___________ INCOME APPROX: ________________________________ ADDRESS: _______________________________________ _______________________________________ _______________________________________ Ph No: Off: _____________ Res: __________________

Please tick your Age

10-15

15-25

25-35

35 & Above

REFERENCES :-

Secondary Data: - Marketing journals, magazines, marketing management book,

News paper, etc.

Primary Data: - I have collected data by questionnaire, interview etc.

ANNEXURE-IV

DECLARATION

This is to certify that the project report entitled Consumer Behaviour on Consumption Pattern of Soft Drink is an original work and has not been submitted is part or fill to this or any other university /institution the award of any degree or diploma.

Signature of candidate Name :- Amit kr. singh Enrolment no :- 09061144003 Specialization:- Marketing Session:- 2009-2011