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 1
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A Study on Consumers' Preference Towards Soft Drinks Product
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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 BusinessApproved by AICTE & Affiliated to Bharathiar University
KARUMATHAMPATTI, COIMBATORE-641 659
SEPTEMBER 2013
1
BONAFIDE CERTIFICATE
2
JANSONS SCHOOL OF BUSINESS
Approved by AICTE & Affiliated to Bharathiar University
An ISO 9001-2008 certified and NBA-AICTE accredited institution
Mean in which each item being averaged is multiplied by a number (weight) based on the item’s
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 Garrett’s 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 Opinion No. of Respondents Percentage1 Monthly purchase 71 47.32 Weekly purchase 72 483 Daily purchase 7 4.7
Total 150 100
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
Monthly purchase Weekly Purchase Daily purchase0%
10%
20%
30%
40%
50%
60%
47% 48%
5%
Reason for shopping
50
4.2 Nature of Purchase
Table 4.2
S. No Opinion No. of Respondents Percentage1 Planned purchase 133 88.72 Impulse purchase 17 11.3
Total 150 100
Interpretation:
Majority of the respondents (88.7%) are doing planned purchase, 11.3% of respondents are doing impulse purchase.
Chart 4.2
88.7%
11.3%
Nature of purchase
Planned purchaseImpulse purchase
51
4.3 Use of Soft drinks
Table 4.3
S. No Opinion No. of Respondents Percentage1 Family use 133 88.72 Personal use 17 11.3
Total 150 100
Interpretation:
Majority of the respondents (88.7%) buy soft drinks for family use, 11.3% of the respondents buy for parties.
Chart 4.3
Family use
Parties
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
88.7%
11.3%
Use of Soft drinks
52
4.4 Consumption of Soft drinks
Table 4.4
S. No Opinion No of Respondents1 Cola drinks 1062 Mango drinks 100
Total 206
Interpretation:
Majority of the respondents (106) are buying Cola drinks, 100 respondents are buying Mango drinks.
Chart 4.4
Cola drinks Mango drinks979899
100101102103104105106107 106
100
Consumption of soft drinks
53
4.5 Influence on purchase
Table 4.5
S. No Opinion No of Respondents Percentage1 Brand 13 8.72 Taste 79 52.73 Offer 58 38.6
Total 150 100
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
Brand Taste Offer0%
10%
20%
30%
40%
50%
60%
8.7%
52.7%
38.6%
Influence on purchase
54
4.6 Brand preference
4.6.1 Cola drinks
Table 4.6.1
S. No Opinion Mean values1 Coca cola 3.732 Thums Up 1.133 7up 1.884 Pepsi 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
Coca Cola Thums Up 7up Pepsi0
0.5
1
1.5
2
2.5
3
3.5
4 3.73
1.13
1.88
3.28
Preference of Cola drinks
55
4.6.2 Mango drinks
Table 4.6.2
S. No Opinion Mean values1 Maaza 4.42 Slice 4.533 Frooti 3.014 Maa 2.015 Mangola 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
Maaza Slice Frooti Maa Mangola0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
54.4 4.53
3.01
2.01
1.05
Prefernces of Mango drinks
56
4.7: Perception on Taste
4.7.1 Coca Cola
Table 4.7.1
S. No Opinion No of Respondents Percentage1 Very good 85 56.72 Good 65 43.3
Total 150 100
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
Very good Good0%
10%
20%
30%
40%
50%
60% 56.7%
43.3%
Coca Cola
57
4.7.2 Perception on Taste- Fanta
Table 4.7.2
S. No Opinion No of Respondents Percentage1 Very good 64 42.72 Good 84 563 Neutral 2 1.3
Total 150 100
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
Very good Good Neutral0%
10%
20%
30%
40%
50%
60%
43%
56%
1%
Fanta
58
4.7.3 Perception on Taste- Sprite
Table 4.7.3
S. No Opinion No of Respondents Percentage1 Very good 27 182 Good 102 683 Neutral 21 14
Total 150 100
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
Very good Good Neutral0%
10%
20%
30%
40%
50%
60%
70%
80%
18%
68%
14%
Sprite
59
4.7.4 Perception on Taste- Thums Up
Table 4.7.4
S. No Opinion No of Respondents Percentage1 Very good 2 1.32 Good 46 30.73 Neutral 99 664 Bad 3 2
Total 150 100
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
Very good Good Neutral Bad0%
10%
20%
30%
40%
50%
60%
70%
1.3%
30.7%
66.0%
2.0%
Thumsup
60
4.7.5 Perception on Taste- Limca
Table 4.7.5
S. No Opinion No of Respondents Percentage1 Very good 3 22 Good 33 223 Neutral 107 714 Bad 7 5
Total 150 100
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
Very good Good Neutral Bad0%
10%
20%
30%
40%
50%
60%
70%
80%
2%
22%
71%
5%
Limca
61
4.7.6 Perception on Taste - Minute maid pulpy orange
Table 4.7.6
S. No Opinion No of Respondents Percentage1 Very good 4 2.72 Good 15 103 Neutral 45 304 Bad 86 57.3
Total 150 100
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
62
Very good Good Neutral Bad0%
10%
20%
30%
40%
50%
60%
70%
3%10%
30%
57%
Minute maid pulpy orange
4.7.7 Perception on Taste- Minute maid mixed fruit
Table 4.7.7
S. No Opinion No of Respondents Percentage1 Good 4 2.72 Neutral 20 13.33 Bad 105 704 Very bad 21 14
Total 150 100
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
63
Good Neutral Bad Very bad0%
10%
20%
30%
40%
50%
60%
70%
80%
2.7%
13.3%
70.0%
14.0%
Minute maid mixed fruit
4.7.8 Perception on Taste – Maaza
Table 4.7.8
S. No Opinion No of Respondents Percentage1 Very good 128 85.32 Good 20 13.33 Neutral 2 1.3
Total 150 100
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
64
Very good Good Neutral0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 85.3%
13.3%
1.3%
Maaza
4.7.9 Perception on taste of Coca Cola brands- A comparison
Table 4.7.9
S. No Opinion Mean values1 Coca Cola 4.552 Fanta 4.413 Sprite 4.044 Thums Up 3.305 Limca 3.186 Minute maid pulpy orange 2.557 Minute maid mixed fruit 2.068 Maaza 4.84
Chart 4.7.9
65
Coca Cola
Fanta
Sprite
Thums Up
Limca
Minute maid pulpy orange
Minute maid mixed fruit
Maaza
0 1 2 3 4 5 6
4.55
4.41
4.04
3.3
3.18
2.55
2.06
4.84
Consolidated chart for all sub brands of Coca cola for taste
4.8 Buying pattern
Table 4.8
S. No Opinion No of Respondents Percentage1 Festivals 2 1.32 Parties 16 10.73 Offers 129 864 No specific reason 3 2
Total 150 100
Interpretation:
66
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
Festivals Patries Offers No specific reason0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1.3%10.7%
86.0%
2.0%
Buying pattern
4.9 Quantity purchased
Table 4.9
S. No Opinion No of Respondents Percentage1 Below 5 litres 104 69.42 5-10 litres 44 29.33 11-15 litres 2 1.3
Total 150 100
Interpretation:
67
Majority of the respondents (69.4%) buy below 5litres, 29.3% buy 5-10litres and least (1.3%) buy 11-15litres.
Chart 4.9
Below 5 litres
5-10 litres
11-15 litres
0% 10% 20% 30% 40% 50% 60% 70% 80%
69.4%
29.3%
1.3%
Quantity purchased
4.10 Place of purchase
Table 4.10
S. No Opinion No of Respondents Percentage1 Super markets 141 942 Retail shops 9 6
Total 150 100
Interpretation:
68
Majority of the respondents (94%) buy soft drinks at Super markets and 6% at Retail shops.
Chart 4.10
94%
6%
Place of purchase
Super marketsRetail shops
4.11: Influence on the preference of Coca Cola products
4.11.1 Coca Cola
Table 4.11.1
Rank 1 2 3 4 5 Total Rank
Score X 75 60 50 40 25
69
Taste
FXF
175
--
9450
983920
421050 5495
V
PriceF
XF--
10600
1286400
9360
375 7435
II
AdvertisementX
XF--
643840
5250
261040
551375 6505
IV
Brand NameX
XF175
764560
7350
17680
491225 6890
III
Circle of friendsX
XF148
11100160
150
--
-- 11210
I
Interpretation:
The majority of the respondents prefer Coca Cola by Circle of friends
Influence on the preference of Coca Cola products- Coca Cola
Chart 4.11.1
70
Taste Price Advertisement Brand name Circle of friends
0
2000
4000
6000
8000
10000
12000
5495
74356505 6890
11210
Coca Cola
4.11.2 Fanta
Table 4.11.2
71
Rank 1 2 3 4 5 Total Rank
Score X 75 60 50 40 25
Taste
FXF
--
2120
261300
1134520
9225 6165
IV
PriceF
XF2
15090
540035
175020800
375 8175
II
AdvertisementX
XF175
281680
351750
9360
771925 5790
V
Brand NameX
XF2
15028
168055
27508
32057
1425 6325III
Circle of friendsX
XF146
10950160
--
140
250 11100
I
Interpretation:
The majority of the respondents prefer Fanta by Circle of friends.
Influence on the preference of Coca Cola products- Fanta
Chart 4.11.2
72
Taste Price Advertisement Brand name Circle of friends
0
2000
4000
6000
8000
10000
12000
6165
8175
5790 6325
11100Fanta
4.11.3 Sprite
Table 4.11.3
73
Rank 1 2 3 4 5 Total Rank
Score X 75 60 50 40 25
Taste
FXF
--
160
633150
813240
5125 6575
IV
PriceF
XF--
422520
603000
411640
7175 7335
II
AdvertisementX
XF2
15066
396017850
14560
511275 6795
III
Brand NameX
XF2
15040
24009
45015600
842100 5700
V
Circle of friendsX
XF147
11025160
150
--
125 11160
I
Interpretation:
The majority of the respondents prefer Sprite by Circle of friends.
Influence on the preference of Coca Cola products- Sprite
Chart 4.11.3
74
Taste Price Advertisement Brand name Circle of friends
0
2000
4000
6000
8000
10000
12000
65757335 6795
5700
11160
Sprite
4.11.4 Thums Up
Table 4.11.4
75
Rank 1 2 3 4 5 Total Rank
Score X 75 60 50 40 25
Taste
FXF
--
15900
1306500
3120
250 7570
II
PriceF
XF175
694140
15750
612440
4100 7505
III
AdvertisementX
XF2
15031
1860150
421680
741850 5590
V
Brand NameX
XF2
15032
19204
20043
172069
1725 5715IV
Circle of friendsX
XF147
110252
150150
--
-- 11195
I
Interpretation:
The majority of the respondents prefer Thums Up by Circle of friends.
Influence on the preference of Coca Cola products- Thums Up
Chart 4.11.4
76
Taste
Price
Advertisement
Brand name
Circle of friends
0 2000 4000 6000 8000 10000 12000
7570
7505
5590
5715
11195
Thums Up
4.11.5 Limca
Table 4.11.5
77
Rank 1 2 3 4 5 Total Rank
Score X 75 60 50 40 25
Taste
FXF
--
171020
1145700
17680
250 7450 II
PriceF
XF--
553300
231150
602400
12300 7150
III
AdvertisementX
XF175
301800
6300
421680
711775 5630
V
Brand NameX
XF2
15044
26406
30034
136064
1600 6050IV
Circle of friendsX
XF148
11100160
--
--
125 11185
I
Interpretation:
The majority of the respondents prefer Limca by Circle of friends.
Influence on the preference of Coca Cola products- Limca
Chart 4.11.5
78
Taste Price Advertisement Brand name Circle of friends
0
2000
4000
6000
8000
10000
12000
7450 71505630 6050
11185Limca
4.11.6 Minute maid pulpy orange
Table 4.11.6
79
Rank 1 2 3 4 5 Total Rank
Score X 75 60 50 40 25
Taste
FXF
--
4240
1396950
280
5125 7395
III
PriceF
XF175
--
2100
1074280
401000 5455
IV
AdvertisementX
XF142
106504
2404
200--
-- 11090 I
Brand NameX
XF5
3751368160
5250
140
375 8900
II
Circle of friendsX
XF2
1505
300--
411640
1022550 4640
V
Interpretation:
The majority of the respondents prefer Minute maid pulpy orange influence of Advertisement.
Influence on the preference of Coca Cola products- Minute maid pulpy orange
Chart 4.11.6
80
Taste Price Advertisement Brand name Circle of friends
0
2000
4000
6000
8000
10000
12000
7395
5455
11090
8900
4640
Minute maid pulpy orange
4.11.7 Minute maid mixed fruit
Table 4.11.7
81
Rank 1 2 3 4 5 Total Rank
Score X 75 60 50 40 25
Taste
FXF
175
1287680
16800
3120
250 8725
II
PriceF
XF175
160
5250
502000
932325 4710
V
AdvertisementX
XF141
105753
1803
1503
120-- 11025
I
Brand NameX
XF4
30017
10201246200
280
375 7675
III
Circle of friendsX
XF3
2254
240--
903600
531325 5390
IV
Interpretation:
The majority of the respondents prefer Minute maid mixed fruit for Advertisement.
Influence on the preference of Coca Cola products- Minute maid mixed fruit
Chart 4.11.7
82
Taste
Price
Advertisement
Brand name
Circle of friends
0 2000 4000 6000 8000 10000 12000
8725
4710
11025
7675
5390
Minute maid mixed fruit
4.11.8 Maaza
Table 4.11.8
83
Rank 1 2 3 4 5 Total Rank
Score X 75 60 50 40 25
Taste
FXF
--
160
2100
562240
912275 4675
V
PriceF
XF2
1502
1201407000
6240
-- 7510
II
AdvertisementX
XF175
814860
5250
391560
24600 7345
III
Brand NameX
XF2
15062
37204
20047
188035875 6825
IV
Circle of friendsX
XF146
109503
180--
140
-- 11170
I
Interpretation:
The majority of the respondents prefer Maaza by Circle of friends.
Influence on the preference of Coca Cola products- Maaza
Chart 4.11.8
84
Taste Price Advertisement Brand name Circle of friends
0
2000
4000
6000
8000
10000
12000
4675
7510 7345 6825
11170Maaza
Influence on the preference of Coca cola products- A comparison
Chart 4.11.9
85
Coca C
olaFan
taSprit
e
Thums Up
Limca
Minute
maid pulpy oran
ge
Minute
maid m
ixed fr
uit
Maa
za0
2000
4000
6000
8000
10000
12000
TastePriceAdvertisementBrand nameCircle of friends
4.12: Satisfaction on the price of Coca Cola products
4.12.1 Coca Cola
86
Table 4.12.1
S. No Opinion No of Respondents Percentage1 Highly satisfied 85 56.72 Satisfied 62 41.33 Neutral 3 2
Total 150 100
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
Highly satisfied Satisfied Neutral0%
10%
20%
30%
40%
50%
60%
56.7%
41.3%
2.0%
Price of Coca cola
4.12.2 Satisfaction on the price- Fanta
Table 4.12.2
87
S. No Opinion No of Respondents Percentage1 Highly satisfied 66 442 Satisfied 80 533 Neutral 4 3
Total 150 100
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
Highly satisfied Satisfied Neutral0%
10%
20%
30%
40%
50%
60%
44%
53%
3%
Price of Fanta
4.12.3 Satisfaction on the price- Sprite
Table 4.12.3
88
S. No Opinion No of Respondents Percentage1 Highly satisfied 21 142 Satisfied 103 68.73 Neutral 26 17.3
Total 150 100
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
Highly satisfied Satisfied Neutral0%
10%
20%
30%
40%
50%
60%
70%
80%
14.0%
68.7%
17.3%
Price of sprite
4.12.4 Satisfaction on the price- Thums Up
Table 4.12.4
89
S. No Opinion No of Respondents Percentage1 Highly satisfied 49 32.72 Satisfied 95 63.33 Dissatisfied 6 4
Total 150 100
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
Highly satisfied Satisfied Dissatisfied0%
10%
20%
30%
40%
50%
60%
70%
32.2%
63.3%
4.0%
Price of Thums Up
4.12.5 Satisfaction on the price- Limca
Table 4.12.5
90
S No Opinion No of Respondents Percentage1 Highly satisfied 2 1.32 Satisfied 22 14.73 Neutral 120 804 Dissatisfied 6 4
Total 150 100
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
Highly satisfied Satisfied Neutral Dissatisfied0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1.3%
14.7%
80.0%
4.0%
Price of Limca
4.12.6 Satisfaction on the price- Minute maid pulpy orange
91
Table 4.12.6
S No Opinion No of Respondents Percentage1 Highly satisfied 23 15.32 Satisfied 42 283 Neutral 29 19.34 Dissatisfied 54 365 Highly dissatisfied 2 1.3
Total 150 100
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.
4.12.7 Satisfaction on the price- Minute maid mixed fruit
92
Table 4.12.7
S No Opinion No of Respondents Percentage1 Highly satisfied 7 4.72 Satisfied 11 7.33 Neutral 45 304 Dissatisfied 57 385 Highly dissatisfied 30 20
Total 150 100
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
Highy s
atisfied
Satisfied
Neutral
Dissatisf
ied
Highly d
issatisf
ied
0%
5%
10%
15%
20%
25%
30%
35%
40%
4.7%7.3%
30.0%
38.0%
20.0%
Price of Minute maid mixed fruit
4.12.8 Satisfaction on the price- Maaza
93
Table 4.12.8
S No Opinion No of Respondents Percentage1 Highly satisfied 121 80.72 Satisfied 29 19.3
Total 150 100
Interpretation:
Majority of the respondents (80.7%) are Highly satisfied with the price of Maaza and
19.3% are Satisfied.
Chart 4.12.8
Highly satisfied Satisfied0%
10%20%30%40%50%60%70%80%90%
80.7%
19.3%
Price of Maaza
4.12.9 Satisfaction on the price of Coca Cola products- A comparison
94
Table 4.12.9
S No Opinion Mean values1 Coca Cola 4.542 Fanta 4.403 Sprite 3.964 Thums Up 4.245 Limca 3.126 Minute maid pulpy orange 3.207 Minute maid mixed fruit 2.388 Maaza 4.80
Chart 4.12.9
Coca cola
Fanta
Sprite
Thums Up
Limca
Minute maid pulpy orange
Minute maid mixed fruit
Maaza
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
4.54
4.4
3.96
4.24
3.12
3.2
2.38
4.8
95
4.13 Opinion on Coca Cola’s mass media advertisement
Table 4.13
S No Opinion No of Respondents Percentage1 Very good 54 362 Good 92 61.33 Neutral 4 2.7
Total 150 100
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
Very good Good Neutral0%
10%
20%
30%
40%
50%
60%
70%
36.0%
61.3%
2.7%
Opinion on Coca-cola's advertisement
96
4.14 The most attractive Cola drinks advertisement
Table 4.14
S No Opinion No of Respondents Percentage1 Coca cola 113 75.33 Thums Up 5 3.34 Pepsi 32 21.4
Total 150 100
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
Coca cola Thums Up Pepsi0%
10%
20%
30%
40%
50%
60%
70%
80% 75.3%
3.3%
21.4%
Cola drinks advertisement
97
4.15 The most attractive Fruit drinks advertisement
Table 4.15
S No Opinion No of Respondents Percentage1 Minute maid pulpy
orange2 1.3
2 Maaza 32 21.33 Slice 114 764 Frooti 2 1.3
Total 150 100
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
Minute maid pulpy orange
Maaza Slice Frooti0%
10%
20%
30%
40%
50%
60%
70%
80%
1.3%
21.3%
76.0%
1.3%
Friut drinks ad
.
98
4.16 Influence of advertisement in the purchase of Coca Cola products
Table 4.16
S No Opinion No of Respondents Percentage1 Yes 106 70.72 No 44 29.3
Total 150 100
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
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%70.7%
29.3%
Influence of advertisement
99
4.17: Celebrities Endorsement liked most
4.17.1 AamirKhan
Table 4.17.1
S No Opinion No of Respondents Percentage1 Like most 52 34.72 Like 82 54.73 Neutral 14 9.34 Dislike 2 1.3
Total 150 100
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
Like most Like Neutral Dislike0%
10%
20%
30%
40%
50%
60%
34.7%
54.7%
9.3%
1.3%
AamirKhan
100
4.17.2 Celebrities Endorsement liked most- Vijay
Table 4.17.2
S No Opinion No of Respondents Percentage1 Like most 54 362 Like 70 46.73 Neutral 22 14.74 Dislike 2 1.35 Dislike most 2 1.3
Total 150 100
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.