Consumer behavior

Report On

“Measuring Customer Satisfaction of Mountain Dew”

Report On

“Measuring Customer Satisfaction of Mountain Dew”

Submitted By:

Name Id Intake Section

MD. Saidul Islam 08091101100 17th 3Farida Akter 08091101091 17th 3

Mithila Farzana 08091101099 17th 3

Nurul Islam 08091101109 17th 3

Kashfia Tasnim Khan 08091101114 17th 3

Submitted To: Mr. Maniruzzaman

Lecturer in Marketing

Bangladesh University of Business and Technology (BUBT)

Date of Submission: 31December, 2011 Letter of Transmittal

31 December, 2011

ToMr. ManiruzzamanLecturer in MarketingBangladesh University of Business & Technology Subject: Submission of Report on “Measuring Customer Satisfaction of Mountain Dew”

Sir,

Here we are submitting our report on “Measuring Customer Satisfaction of Mountain Dew”prescribed by you in your course as a part of BBA program. For this Purpose, we have gone through internet, different books, articles, journals, and interview and class lecture sheets for the relevant information of the assigned topic.

We are very much glad that you have given us the opportunity to prepare this report for you and hope that this report will meet the standards of your judgment.

Sincerely yours,

Name Id

MD. Saidul Islam 08091101100

Farida Akter 08091101091

Mithila Farzana 08091101099

Nurul Islam 08091101109

Kashfia Tasnim Khan 08091101114

Page iii

ACKNOWLEDGEMENTACKNOWLEDGEMENT

At first we desire to express our deepest sense of gratitude of almighty Allah.

With profound regard we gratefully acknowledge our respected course teacher, Mr. Maniruzzaman, Lecturer in Marketing, for his generous help and day to day suggestion during preparation of the report.

We like to give thanks especially to our friends and many individuals for their enthusiastic encouragement and helps during preparation of this report.

Finally, we would like to say that, we have prepared this report from our own experience & ready to accept our unwilling errors and omission which belong to us.

Page iv

Table of Content

Contents PagePart 1: Introduction

Executive Summary Vi

1.1 Background of the study 81.2 Significance of the study 81.3 Scope of the study 81.4 Objectives of the study 81.5 Methodology of the study 91.6 Limitation of the study 10

Part 2: Company Profile

2.1 Background of the Company 122.2 Vision, Mission, Goal 122.3 Company Organogram 132.4 Marketing mix 142.5 SWOT analysis 16

Part 3: Theoretical Aspect

3.1 Customer satisfaction 163.2 Measuring satisfaction tools 173.3 Marketing mix 19

Part 4: Analysis & Findings 20

Part 5: Major Findings 29

Part 6: Conclusions & Recommendations

6.1 Conclusions 316.2 Recommendations 31

Part 7: Bibliography 33Part 8: Annexure

8.1 Raw table/ 35 8.2 Sample of Questionnaire 41

Executive Summary

Mountain Dew (currently stylized as MTN Dew) is a citrus-flavored carbonated soft drink brand

produced and owned by PepsiCo. The original formula was invented in the 1940s by two

Tennessee beverage bottlers, Barney and Ally Hartman, and was first marketed in Marion, VA,

Knoxville and Johnson City, Tennessee. A revised formula was created by Bill Bridgforth in

1958. The Mountain Dew brand and production rights were acquired by the Pepsi-Cola company

in 1964, at which point its distribution expanded more widely across the United States. This

marketing research paper aims at exploring the factors used in selecting the default

consumer of mountain dew. A survey was conducted among the different aged and

professional people who drink mountain dew. Such as college students, university

students, and others. A total of 54 respondents were interviewed. In analyzing data,

descriptive statistics were used. To identify the factors related to the selection of different

consumers, factors analysis was conducted. Mountain Dew targets young generation,

additional youth consumers enter the market every year, which provides adequate

consumer base. For these decades, changing societal concerns, attitudes, and lifestyles

become important trends that force the soft drink industry’s business environment to

change. Although Pepsi Co is now sold in more than 160 countries around the globe, but

it still has a weakness in the international beverage market because it entered later into

this arena than Coke. As it targets the young generation try to satisfy the customers by

improving its products.

Page vi

Part 1: Introduction

1.1 Background of the studyThe soft drink industry has a major impact on customer consumption in Bangladesh. Soft drink is one of the dominant food products. For these decades, changing societal concerns, attitudes, and lifestyles become important trends that force the soft drink industry’s business environment to change Pepsi Co. is one of the oldest soft drink beverage brands in Bangladesh since 1976 and came with the cola-flavored Pepsi, the clear-flavored 7up, the orange-flavored Mirinda and later introduced the mango-flavored Slice and citrus-flavored carbonated soft drink Mountain Dew. It has many nutritional values. Mountain Dew targets young generation, additional youth consumers enter the market every year, which provides mountain dew adequate consumer base.

1.2 Significance of the studyThe significance of this report aims at exploring the factors used in selecting the default consumer of mountain dew. A survey was conducted among the different aged and professional people who drink mountain dew. Such as college students, university students, and others. A total of 54 respondents were interviewed. To identify the factors related to the selection of different consumers, factors analysis was conducted. Results show that the factors affecting the selection of different consumers are a price, availability, advertisement. The reasons could be attributed to the income level of the customers or their profession and advertisement camping of the sellers.

1.3 Scope of the studyThis report is written based upon the soft drink industry Pepsi Co. But basically and more specifically it is based upon Mountain Dew. From this, we studied on customer satisfaction towards mountain dew. Through the survey we just try to find out the attitude towards mountain dew in the soft drink industry of Bangladesh

1.4 Objectives of the study Broad objectives:

The broad objective of the study is to measure the customer’s satisfaction towards

mountain dew.8

Specific objectives:

The specific objectives of the study are to:

A. Measure the level of customer satisfaction with the different kind of soft drink and

Mountain dew.

B. Find out customer choice pattern.

C. Customer desire and satisfaction level.

D. To find out the customer preference for this brand

Page 8

1.5 Methodology of the studyThe present study is to measure the customer satisfaction level towards mountain dew.

This study examines the satisfaction level to a variety of factors.

Types of Research

To determine the customer satisfaction level we use Descriptive research in order to find

out the customer preference for this brand and their characteristics.

Sources of data

This study is based on both primary and secondary data.

Primary data: Structured questionnaire has been used to get data to understand customer’s attitudes & behavior towards soft drinks on mountain dew. The respondents were chosen randomly in respect of different soft drinks they prefer to use.

Secondary data: To collect information we search internet, read news paper, and utilize personal observations.

Data collection procedure

We have collected data directly from the customers. For this we set questionnaire. In the

questionnaire, we wanted to know customers evaluation about the different factors and

how strongly they believe these.

Questionnaire

For data collection methods we prepared a set of questionnaire and the questionnaire was

close ended in order to collect data from customer who consume drinks on regular basis

or occasionally.

Sampling plan

At present, there are many soft drinks in Bangladesh. They are Coca cola, Sprite, 7Up,

Mirinda. We have selected Mountain Dew. Therefore, the respondents have cited about

different factors or attributes involved in soft drink through the questionnaire. We have

choose respondents students, service holder, youngsters among 17 to 34 like teenagers,

middle age, (in terms of age), Male, Female (in terms of gender) for our convenience.

Population: We have classified the population as customer as mountain dew defines their target market is consisted of young and energetic people. So we define our population as

“All the students who are studying in BUBT” and other these youngsters we selected the age range from 17 to 34 years old. Page 9

Sample element: Our sample element is the individual customer

Sampling frame: No well structured sampling frame was found.

Sampling method: Our sampling method is “Non-Probability Convenience sampling”

Sample size

We have selected a sample of 54 respondents by assigning the following male & female.

1.6 Limitation No previous research report was available on Mountain Dew and that was the

limitation on our literature review.

No sampling frame was available so we were not able to use Probability Sampling

techniques in our research

Our budget was limited as it is an academic research.

Page 10

Type of user No of user

Male 43

Female 11

Total 54

Part 2: Company Profile

2.1 Background of the company

PepsiCo (herein referred to as the ‘Parent Company’) was founded in 1965 via the merger

of two major corporations, Pepsi-Cola and Frito Lay. Subsequently in 1998, Tropicana

was acquired to add the family of brands under PepsiCo. In 2001, the Parent Company

made yet another bold step in the merger with The Quaker Oats Company, which also

then included the Gatorade Company. Notwithstanding the Parent Company being

relatively young, several of the brand names under the PepsiCo umbrella have been in

existence for over 100 years. Through the multiple brand acquisitions and developments

PepsiCo is now a leading conglomerate owning significant market control and brand

equity in consumer convenience foods and beverages. “PepsiCo brands are available in

nearly 200 countries and territories and generate sales at the retail level of about $92

billion”. Sales volumes are measured on the retail level to show success of the

manufacturing due to the Parent Company utilizing a pull strategy for its multiple

divisions and product lines with a combination of a push strategy. The current

headquarters are located in Purchase, New York.

In Bangladesh Pepsi is manufactured by Transcom Bangladesh limited. The company is

the exclusive PepsiCo Franchisee for Bangladesh. Transcom Bangladesh Limited

committed to delivering sustained growth in Bangladesh and move towards dominant

Beverage Company, delighting & nourishing every Bangladeshi, by best meeting their

everyday beverages needs.

2.2 Vision, Mission and GoalVision

PepsiCo's responsibility is to continually improve all aspects of the world in which they operate - environment, social, economic - creating a better tomorrow than today.

The vision is put into action through programs and a focus on environmental stewardship, activities to benefit society.

A commitment to build shareholder value by making PepsiCo a truly sustainable company.

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Mission

The mission is to be the world's premier consumer products. Company focused on convenient foods and beverages. We seek to produce 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.Goal

At PepsiCo, committed to achieving business and financial success while leaving a positive imprint on society - delivering what we call Performance with Purpose.

Our approach to superior financial performance is straightforward - drive shareholder value.

By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability.

2.3 Company Organogram

The hierarchy of Pepsi Company is as follows:

Page 13

2.4 Marketing Mix

Chairman Board of governors

Vice Chairman and chief operating officer

Executive Vice Presidents

Senior Vice Presidents

Vice Presidents

The Marketing Mix (also known as the 4 P's) can be used by marketers as a tool to assist in defining the marketing strategy. Marketing managers use this method to attempt to generate the optimal response in the target market by blending 4 variables in an optimal way. It is important to understand that the Marketing Mix principles are controllable variables. The Marketing Mix can be adjusted on a frequent basis to meet the changing needs of the target group.

The four P's of the marketing mix of Pepsi Co:

Product Price Place (distribution) Promotion

Product: Pepsi offers different sweet and flavored cola in our country. It frequently changes its taste. It has two different cola flavor Pepsi one is normal cola and diet Pepsi. It has many nutritional values. It also serves different type of beverage like

7UP Mirinda, Slice, and Mountain Dew.

Page 14

Price: The Company always tries to keep a standard price of Pepsi bottles. It also includes

discounts, allowances, Seasonal pricing Price flexibility Price discrimination credit terms and Payment period for the stores and Restaurants.

Pepsi Co. enhances its price competition capability through creating bundle free offers to the restaurants and convenience stores.

Place: It has a strong distribution channel to distribute its products. They make easy to get and available to the customer everywhere through their expert distributors. Their transport facilities, channels of distribution, coverage area, etc. are maintained very secure.

Therefore, Pepsi Co. assigns its distribution model based on the following factors. These are:

Market coverage (inclusive, selective, or exclusive distribution) Specific channel members Inventory management Warehousing Order processing Transportation

Promotion: It frequently advertises its products through mass media. Every day in TV and newspaper, we see different advertisements of its products with many types of slogans such as 'Pepsi khao game change kore Dao' (change the game) etc. They also advertise its products in social networks. In addition, Pepsi as well makes some events such as

Pepsi quiz to promote its products. Page 15

The usage of colorful posters is also used to create awareness of the products that PepsiCo offers.

Mostly creates sales promotion, advertising, sales force, public relations, direct marketing, etc.

2.5 SWOT Analysis

The SWOT analysis of the Pepsi Co. towards Mountain Dew

Page 16

Strength Multi-dimensional

organization Appealing to young

generation High Brand Image Well-establish management

Weakness More competitions in soft

drinks market. Hard to enter markets occupied by Coca-Cola Lack of novelty in

advertising

Opportunities Global markets

Additional Youth Consumers entering the market

Wide market in Bangladesh. Strongest and biggest

existing distribution channel

Threats Health Conscious Consumer

Trends More substitutes Pepsi has to compete with

the existing reputed companies

Political instability

Part: 3 Theoretical Aspects

3.1 Customer SatisfactionSatisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) with the performance he expects of it.Complete customer satisfaction is achieved by understanding customer requirements and delivering superior quality goods and services

Determinants of Customer Satisfaction Buying decisions based on judgments formed about the value of marketing offers Customer expectations based on past buying experiences Today’s most successful companies raising expectations and delivering

performance to match.Total Customer SatisfactionSatisfaction is a function of product perceived Performance & expectation

If Performance is less than Expectation than customer is dissatisfied

If Performance is equal to Expectation than Customer is Satisfied

If Performance is greater than Expectation than Customer is delighted

Highly Satisfied Customers

Stays Buyer Longer

Buys More

Talks Favorably about Products

Offers Ideas

Costs Less than New Customer

3.2 Measuring Satisfaction tool

Tools for measuring Customers satisfaction

Complaints and suggestions systems: A customer-centered organization makes it easy for customers to register suggestions and complaints. Companies are also using Web sites and e-mail for quick, two-way communication.

Customers satisfaction surveys: Studies show that although customer are dissatisfied with on out of every four purchases, less than 5 percent will complain. Most customers will buy less or switch suppliers. Responsive companies measure customer satisfaction directly by conducting periodic surveys. Page 18

While collecting customer satisfaction data, it is also useful to ask additional questions to measure repurchase intention.

Ghost shopping: Companies can hire people to pose as potential buyers to report on strong and weak points experienced in buying the company’s and competitors ‘products. These mystery shoppers can even test how the company’s sales personnel handle various situations.

Lost customers analysis: Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. Not only is it important to conduct exit interviews when customers first stop buying; it is also necessary to monitor the customer loss rate.

3.3 Marketing Mix

Marketing mix is the set of controllable tactical marketing tools- product, price, place and promotion that the firm blends to produce the response it wants in the target market.

Marketing decisions generally fall into the following four controllable categories:

Product Price Place (distribution) Promotion

Product

The term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made:

Brand name Functionality

Target customer

ProductPrice

Promotion Place

Styling Quality Safety Packaging Repairs and Support Warranty Accessories and service

Price

Price is the amount of money charged for a product or service Some examples of pricing decisions to be made include:

Pricing strategy (skim, penetration, etc.) Suggested retail price Volume discounts and wholesale pricing Cash and early payment discounts Seasonal pricing Bundling Price flexibility Price discrimination

Distribution (Place)

Distribution is about getting the products to the customer. Some examples of distribution decisions include:

Distribution channels Market coverage (inclusive, selective, or exclusive distribution) Specific channel members Inventory management Warehousing Distribution centers Order processing Transportation Reverse logistics

Promotion

In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include: promotional strategy, advertising, personal selling & sales force, sales promotions, public relations & publicity, marketing communications budget. Page 20

Part 4: Analysis & Findings

Analysis

Descriptive Analysis

Separate analysis of each question

1. Gender

Findings: from the table it is seen that out of 54 respondents, 79.6% male and 20.4% female. So it can be said that the user ratio of male is greater then female user ratio.

2. Age range?

Findings: the most soft drink consumer age range is 20-25 years. These age ranges

consume at least 59.3% soft drinks.

3. Occupations?

Findings: the table shows that student consume 83.3% and others 16.7% soft drinks.

Page 22

4. Do you drink soft drink?

Findings: the total respondents are 54. Here 96.3% respondents said yes that means they

drink soft drink.

5. If yes, which soft drinks you drink?

Findings: from the table we get the information that people drink mountain dew 38.9%. This table shows the high position of mountain dew.

6. What type of soft drinks you like?

Findings: the table show carbonated drinks 72.2%. Most of the people like carbonated soft drinks.

7. Is mountain dew readily available?

Findings: most of the respondents say yes and its availability 63%.

8. Advertising influence you to drink soft drink?

Findings: most of the respondents say yes. The ratio is 77.8%.

9. Which drink give you more value?

Findings: Most of the customers get more value from mountain dew its ratio is 42.6%.

Page 24

10. Which one do you prefer most?

Findings: the table shows most of the customers prefer glass bottle. It’s ratio 57.4%

11. Do you know mountain dew is available in many quantities?

Findings: most of the respondents know it has many quantities.

12. Which quantity do you prefer most?

Findings: this table show that most of the people like 250ml. 51.9% respondent like this.

13. Which price do you prefer most?

Findings: 59.3% respondent like tk15 as a price.

14. Which is your opinion of the brand?

Findings: the table show that most of the respondent 64.8% comment the mountain dew

is good.

15. What is your monthly consumption?

Findings: the table show 50% respondent consume 3 liter per month.

16. When you are outside the home, what you like most to drink?

Findings: 74.1% respondent like soft drink when they are out side the home. Page 26

17. When you do not get the desired soft drinks, which alternative you

purchase?

Findings: this figure show 38.9% respondent purchase mountain dew as a alternatives.

18. What do you about the product mountain dew?

Findings: 55.6% respondent said that mountain dew is average in the market.

19. Where do you first know about the mountain dew?

Findings: 72.2% respondent said that they first know the mountain dew in TV.

Part 5: Major Findings

As Mountain Dew is a new brand of a Pepsi has quite less quality than the other soft drinks.

The Mountain Dew has insufficient advertisement activities

It does not properly segment their customers by various aspects to reach their

offer to the every level of persons.

The intended message not that much clear what it should be to aware customer

Have not given any loyalty to the customer preference and expectations

Mountain dew gives less emphasis on targeting the rural customers

Page 29

Part 6: Conclusion & Recommendations

6.1 Conclusion

Our survey paper is prepared with a little sampling so we can not say that it is more rigors. Our paper is accurate for the 54 sampling. Here we see that male respondents are more than female. We have chosen this topic because of our interest about Mountain Dew. Increased demand, economic development and changed life style have resulted in a great increase in the change the peoples mind and their demand for buying behavior. Mountain dew consumption is still also increasing day by day. Old Brand and new products of Pepsi Co. increase all over the world. Statistics show that majority of the people usually prefer Pepsi product more than new branded product even it charge low price. In Bangladesh, population growth has been seen as a major factor, but no one looks at the growth of drinking is also increasing, which has increased tremendously over the last thirty years. Moreover from the organization point of view, this research will be valuable because the organization will be able to know about the responses of the customers.

6.2 Recommendation:

Mountain dew should improve their product quality more as per customer wants.

Should assure the customer that the promise is real, not just for promotional

activities.

Should segment their customers by various aspects to reach their offer to the

every level of persons.

The intended message should be clear so that customer can be aware about the

terms and conditions to the offer.

Should give loyalty to the customer preference and expectations.

More marketing campaign targeting rural consumers

Page 31

Part 7: Bibliography

Reference Book

Kotler, Philip., Keller, Kevin Lane., Koshy, Abraham & Jha,

Mithileshwar, Marketing Management, 13th edition, New Delhi

110092, Dorling Kindersley (India) Pvt. Ltd. 2009

Websites http:// mountaindew.com/ www.pepsico.com/ www.google.com

Page 33

Part 8: Annexure

Table 1

Sex

Frequency Percent Valid Percent Cumulative Percent

Valid Male 43 79.6 79.6 79.6

Female 11 20.4 20.4 100.0

Total 54 100.0 100.0

Findings: from the table it is seen that out of 54 respondents, 79.6% male and 20.4%

female. So it can be said that the user ratio of male is greater then female user ratio.

Table 2:

Age range

Age


Valid 15-20years 17 31.5 31.5 31.5

20-25years 32 59.3 59.3 90.7

25-30years 5 9.3 9.3 100.0

Total 54 100.0 100.0

Findings: the most soft drink consumer age range is 20-25 years. These age ranges

consume at least 59.3% soft drinks.

Table 3:

Occupation:

Occupation


Valid Student 45 83.3 83.3 83.3

Others 9 16.7 16.7 100.0

Total 54 100.0 100.0

Findings: the table shows that student consume 83.3% and others 16.7% soft drinks.

Page 35

Table 4:

Do you drink soft drinks


Valid yes 52 96.3 96.3 96.3

no 2 3.7 3.7 100.0

Total 54 100.0 100.0

Findings: the total respondents are 54. Here 96.3% respondents said yes that means they

drink soft drink.

Table 5:

If yes which soft drinks you drinks?

Which soft drink


Valid 7up 12 22.2 22.2 22.2

mojo 4 7.4 7.4 29.6

coco colla 13 24.1 24.1 53.7

mountain dew 21 38.9 38.9 92.6

pepsi 4 7.4 7.4 100.0

Total 54 100.0 100.0

Findings: from the table we get the information that people drink mountain dew 38.9%. This table shows the high position of mountain dew.Table 6:

What type of soft drink you like?

What type of soft drink you like


Valid carbonated drinks 39 72.2 72.2 72.2

soft drinks 15 27.8 27.8 100.0

Total 54 100.0 100.0

Findings: the table show carbonated drinks 72.2%. Most of the people like carbonated soft drinks.

Table 7:

Is mountain dew readily available?

mountain dew readily available


Valid yes 34 63.0 63.0 63.0

no 20 37.0 37.0 100.0

Total 54 100.0 100.0

Findings: most of the respondents say yes and its availability 63%.

Table 8:

Advertising influence you to drink mountain dew?

Add


Valid yes 42 77.8 77.8 77.8

no 12 22.2 22.2 100.0

Total 54 100.0 100.0

Findings: most of the respondents say yes. The ratio is 77.8%.

Table 9:

Which drink give you more value?

Value


Valid 7up 10 18.5 18.5 18.5

mountain dew 23 42.6 42.6 61.1

coca cola 14 25.9 25.9 87.0

Pepsi 7 13.0 13.0 100.0

Total 54 100.0 100.0

Findings: Most of the customers get more value from mountain dew its ratio is 42.6%.

Table 10:

Which one do you prefer most?

Prefer


Valid pet bottle 17 31.5 31.5 31.5

glass bottle 31 57.4 57.4 88.9

tetra pack 6 11.1 11.1 100.0

Total 54 100.0 100.0

Findings: the table shows most of the customers prefer glass bottle. It’s ratio 57.4%.

Table 11:

Do you know mountain dew is available in many quantities?

Quantity


Valid yes 31 57.4 57.4 57.4

no 23 42.6 42.6 100.0

Total 54 100.0 100.0

Findings: most of the respondents know it has many quantities.Table12:

Which quantity do you prefer most?

Quantity prefer most


Valid 200ml 22 40.7 40.7 40.7

250ml 28 51.9 51.9 92.6

500ml 4 7.4 7.4 100.0

Total 54 100.0 100.0

Findings: this table show that most of the people like 250ml. 51.9% respondent like this.

Table 13:

Which price do you prefer most?

Price


Valid 15tk 32 59.3 59.3 59.3

20tk 17 31.5 31.5 90.7

35tk 5 9.3 9.3 100.0

Total 54 100.0 100.0

Findings: 59.3% respondent like tk15 as a price.

Table 14:

What is your opinion of the brand?

Opinion


Valid excellent 12 22.2 22.2 22.2

good 35 64.8 64.8 87.0

fair 6 11.1 11.1 98.1

poor 1 1.9 1.9 100.0

Total 54 100.0 100.0

Findings: the table show that most of the respondent 64.8% comment the mountain dew

is good.

Table 15:

What is your monthly consumption?

Consumption


Valid 3liter 27 50.0 50.0 50.0

5liter 14 25.9 25.9 75.9

7liter 5 9.3 9.3 85.2

10 or above 8 14.8 14.8 100.0

Total 54 100.0 100.0

Findings: the table show 50% respondent consume 3 liter per month.

Table 16:

When you are outside the home, what you like most to drink?

Outside the home


Valid water 14 25.9 25.9 25.9

soft drinks 40 74.1 74.1 100.0

Total 54 100.0 100.0

Findings: 74.1% respondent like soft drink when they are out side the home.

Table 17:

When you do not get the desire, which alternatives you purchase?

Alternative


Valid 7up 18 33.3 33.3 33.3

sprite 9 16.7 16.7 50.0

mojo 6 11.1 11.1 61.1

mountain dew 21 38.9 38.9 100.0

Total 54 100.0 100.0

Findings: this figure show 38.9% respondent purchase mountain dew as a alternatives.

Table 18:

What do you think about the product mountain dew?About mountain dew

Frequency Percent Valid Percent

Cumulative

Percent

Valid it is the best on the market 20 37.0 37.0 37.0

it is the average on the market 30 55.6 55.6 92.6

it is the worst in the market 4 7.4 7.4 100.0

Total 54 100.0 100.0

Findings: 55.6% respondent said that mountain dew is average in the market.

Page 40Table 19:

Where do you first know about the mountain dew?

First know

Frequency Percent Valid Percent

Cumulative

Percent

Valid TV 39 72.2 72.2 72.2

news paper 3 5.6 5.6 77.8

others 12 22.2 22.2 100.0

Total 54 100.0 100.0

Findings: 72.2% respondent said that they first know the mountain dew in TV.

8.2 Sample of Questionnaire

QUESTIONNAIRE OnCustomer Satisfaction of Mountain Dew

Questionnaire:

Dear respondent,

We are a student of BBA program in Bangladesh University of Business & Technology (BUBT). We were assigned to prepare a report on ‘Measuring customer satisfaction on mountain dew’. This is a partial fulfillment of our study. As a result, some information would be needed from you. It is assured that all the information will keep confidential and solely use in this report only. Any information provided would be used only for academic purpose and kept confidential.

Express your opinion by giving (√) marks. You may choose more then one option where necessary.

01. Name : ----------------------------------------------------

02. Age : 10-15years 15-20years 20-25years 25-30years above 30

years Page 41

03. Sex : male female

04. Occupation : ----------------------------------------------

05. Do you drink Soft Drinks? yes no

06. If yes, which Soft Drinks? 7up mojo coca colla mountain dew

pp pepsi

07. Which soft drink u like? Carbonated drinks Fruit Drinks

08. Is mountain dew readily available? yes no

09. Do you think advertising influence you to drink mountain dew ? Yes No

10. Which drink give you more value? 7up mountain dew coca colla

pepsi

11. Do you know mountain dew is available in many packages ? Yes No

12. Which packages do u prefer most ? Pet bottle Glass bottle Tetra pack

13. Do you know mountain dew is available in much quantity? yes no

14. Which quantity do you prefer most? 200ml 500ml 1000ml

15. Which price do you prefer most ? 12 tk 28 tk 50 tk

16. What is your opinion of the brand? Excellent Good fair poor

17. What is your monthly consumption ? 3 liter 5 liter 7 liter 10 or above

18. When you are outside the home , what you like most to drink ? water soft drink

19. When you do not get your desire soft drink, which alternatives you purchase? 7up

sprit mojo mountain dew

20. What do you think about product mountain dew? it’s the best on the market it’s

the average on the market it’s the worst in the market .

21. Where do first know about the mountain dew ? Tv news papers bill-board

others

22. Any recommendation , suggestion , you want to give for mountain dew for betterment

of product

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Thank you for your kind co-ordination

Surveyor Signature: -----------------------------------Date: ------------------------------------------Contact: -------------------------------------

Consumer behavior

Business

mountain dewis good

aged andprofessional people

mountain dew readily

measuring customer satisfaction

drink mountain dew

drink soft drink

product mountain dew

customer satisfaction level