“A STUDY ON CONSUMER A STUDY ON CONSUMER PREFERENCES FOR COCA PREFERENCES FOR COCA COLA” COLA”
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A STUDY ON CONSUMER
A STUDY ON CONSUMER
PREFERENCES FOR COCA
PREFERENCES FOR COCA
COLA
COLA
INTRODUCTION
1-A study of factors responsible for brand preference
1-A study of factors responsible for brand preference
in FMCG sector:
in FMCG sector:
Brand preference means to compare the different brands and
Brand preference means to compare the different brands and
opt for the most preferred brand. This brand preference is
opt for the most preferred brand. This brand preference is
influenced by various factors.
influenced by various factors.
2-Colour and flavour rule consumer preferences:
2-Colour and flavour rule consumer preferences:
This experiment showed the feasibility of the proposed multi-
This experiment showed the feasibility of the proposed multi-
sensory design method based on mixed qualitative and
sensory design method based on mixed qualitative and
quantitative approaches. The study also demonstrates the
quantitative approaches. The study also demonstrates the
importance of flavour and colour selection for new products.
importance of flavour and colour selection for new products.
OBJECTIVE OF THE STUDY
To study the consumers preferences for Coca Cola.
To study the consumers preferences for Coca Cola.
To know the percentage of males and females that are
To know the percentage of males and females that are
aware about bingo
aware about bingo
To know which brands advertisement mostly people
To know which brands advertisement mostly people
have seen.
have seen.
To know the reason to buy cola drinks.
To know the reason to buy cola drinks.
To know why was the advertisement being noticed by
To know why was the advertisement being noticed by
the consumer?
the consumer?
History
vCoca-Cola was founded in May 1886 by Dr. John Pemberton
Coca-Cola was founded in May 1886 by Dr. John Pemberton
vCoca-Cola was first sold to the public in Atlanta at Jacobs
Coca-Cola was first sold to the public in Atlanta at Jacobs
Pharmacy
Pharmacy
vOnly 9 servings of the soft drink were sold each day
Only 9 servings of the soft drink were sold each day
vSales for the first year were only $50
Sales for the first year were only $50
vDouglas N. Daft was elected chairman, Board of Directors,
Douglas N. Daft was elected chairman, Board of Directors,
and chief executive officer of The Coca-Cola Company
and chief executive officer of The Coca-Cola Company
on February 17, 2000. Mr. Daft is the 11th chairman of
on February 17, 2000. Mr. Daft is the 11th chairman of
the Board in the history of the
the Board in the history of theCo mp any.
Company.
vHe held positions of increasing responsibilities
He held positions of increasing responsibilities
throughout Asia and in 1982 was named vice
throughout Asia and in 1982 was named vice
president of Coca-Cola Far East Ltd.
president of Coca-Cola Far East Ltd.
v
Coca Cola extracts more water from common
Coca Cola extracts more water from common
groundwater resources than contract permits.
groundwater resources than contract permits.
Communities living around Coca Cola bottling
Communities living around Coca Cola bottling
plants experience severe water shortages.
plants experience severe water shortages.
Discharge of waste water into fields and rivers;
Discharge of waste water into fields and rivers;
drinking water poisoned.
drinking water poisoned.
In Plachimada(Kerala) and Mehdiganj(UP) Coke
In Plachimada(Kerala) and Mehdiganj(UP) Coke
distributed its solid waste to farmers in the area as
distributed its solid waste to farmers in the area as
fertilizer. Toxic with cadmium and lead.
fertilizer. Toxic with cadmium and lead.
Coca Cola products sold in India contain high levels of
Coca Cola products sold in India contain high levels of
pesticides.
pesticides.
Coca Cola extracts more water from common
Coca Cola extracts more water from common
groundwater resources than contract permits.
groundwater resources than contract permits.
Communities living around Coca Cola bottling
Communities living around Coca Cola bottling
plants experience severe water shortages.
plants experience severe water shortages.
Discharge of waste water into fields and rivers;
Discharge of waste water into fields and rivers;
drinking water poisoned.
drinking water poisoned.
In Plachimada(Kerala) and Mehdiganj(UP) Coke
In Plachimada(Kerala) and Mehdiganj(UP) Coke
distributed its solid waste to farmers in the area as
distributed its solid waste to farmers in the area as
fertilizer. Toxic with cadmium and lead.
fertilizer. Toxic with cadmium and lead.
Coca Cola products sold in India contain high levels of
Coca Cola products sold in India contain high levels of
pesticides.
pesticides.
Core Brand in India
Product line soft-drink:
Product line soft-drink:
Coca-cola
Coca-cola
Sprite
Sprite
Fanta
Fanta
Limca
Limca
Maaza
Maaza
Thums up
Thums up
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1.Out of 800 consumers, 51% are males and only 49%
1.Out of 800 consumers, 51% are males and only 49%
are females.
are females.
2.Maximum number of people surveyed is below 15
2.Maximum number of people surveyed is below 15
years.
years.
3.Out of 800 people 13% are professionals, 9% are
3.Out of 800 people 13% are professionals, 9% are
businessman,26% are serviceman, and 49% are
businessman,26% are serviceman, and 49% are
students.
students.
4.Out of 800 respondents, 97% of consumers buy cold
4.Out of 800 respondents, 97% of consumers buy cold
drinks and only 3%of them do not buy.
drinks and only 3%of them do not buy.
5.19% respondents prefer Coke, 18% prefer Pepsi, 12%
5.19% respondents prefer Coke, 18% prefer Pepsi, 12%
7up, 11 % of them prefer Sprite, 9% Fanta, 8% prefer
7up, 11 % of them prefer Sprite, 9% Fanta, 8% prefer
Mazza, and 23% prefer Thumsup.
Mazza, and 23% prefer Thumsup.
6. 25%people purchase cold drinks because of taste,20%
6. 25%people purchase cold drinks because of taste,20%
people purchase cold drinks because of brand name,20%
people purchase cold drinks because of brand name,20%
people purchase cold drinks because of packaging,15%
people purchase cold drinks because of packaging,15%
people purchase cold drinks because of price ,11% people
people purchase cold drinks because of price ,11% people
purchase cold drinks because of brand ambassador
purchase cold drinks because of brand ambassador
8%people purchase cold drinks because of easy availability
8%people purchase cold drinks because of easy availability
1%people purchase cold drinks because of any other
1%people purchase cold drinks because of any other
reason.
reason.
7. 23% people remember the advertisement of Coke, 23%
7. 23% people remember the advertisement of Coke, 23%
people remember the advertisement of Pepsi,1% people
people remember the advertisement of Pepsi,1% people
remember the advertisement of 7up, 6% people remember
remember the advertisement of 7up, 6% people remember
the advertisement of Sprite, 4% people remember the
the advertisement of Sprite, 4% people remember the
advertisement of Fanta, 10%people remember the
advertisement of Fanta, 10%people remember the
advertisement of Mazza, and 23% people remember the
advertisement of Mazza, and 23% people remember the
advertisement of Thumsup.
advertisement of Thumsup.
8. 24% people remember the advertisement
8. 24% people remember the advertisement
because of creativity,25% people remember the
because of creativity,25% people remember the
advertisement because of brand ambassador,11%
advertisement because of brand ambassador,11%
people remember the advertisement because of
people remember the advertisement because of
their idea of delivering the message.,25%people
their idea of delivering the message.,25%people
remember the advertisement because of
remember the advertisement because of
frequency of add.15% people remember the
frequency of add.15% people remember the
advertisement because of logical reason
advertisement because of logical reason
9. Out of 800 consumers 98% have seen the
9. Out of 800 consumers 98% have seen the
advertisement and only 2% have not seen the
advertisement and only 2% have not seen the
advertisement of any chips.
advertisement of any chips.
Perform a detail demand survey at regular interval to
Perform a detail demand survey at regular interval to
know about the unique needs and requirements of
know about the unique needs and requirements of
the customer.
the customer.
The company should also use time to time some more
The company should also use time to time some more
and new attractive system of word of mouth
and new attractive system of word of mouth
advertisement to keep alive the general awareness
advertisement to keep alive the general awareness
in the whole market as a whole.
in the whole market as a whole.
The company should be always in a position to
The company should be always in a position to
receive continuous feedback and suggestions from
receive continuous feedback and suggestions from
its customers/ consumers as well as from
its customers/ consumers as well as from
CONCLUSION
From the analysis of the data collected and from the
From the analysis of the data collected and from the
experiences, I have reached the following
experiences, I have reached the following
conclusions:
conclusions:
COKE is most popular amongst its users mainly
COKE is most popular amongst its users mainly
because of its TASTE, BRAND NAME,
because of its TASTE, BRAND NAME,
INNOVATIVENESS. Thus it should focus on good taste
INNOVATIVENESS. Thus it should focus on good taste
so that it can capture the major part of the market.
so that it can capture the major part of the market.
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