Main project

INTRODUCTION

1

INTRODUCTION

One thing that web have in common is that we all are

Consumers. In fact everybody in this world is a consumer. Every day

of our life we are buying and consuming an incredible Variety of

goods and services. However, we all have different tastes, likes,

dislikes, and adopt different behavior patterns while making purchase

decisions.

The term consumer behavior refers to the behavior that

Consumers display in searching for purchasing using evaluating and

disposing of products and services that they exact will satisfy this

needs. The study of consumer behavior is the study of how

individuals make decisions to send their available resources (time,

money and effort) on consumption related items. It includes the study

of “What they buy”, “Why they buy”, “When they buy it”, “where they

buy it”, “how often they buy it” and “how often they use it”.

2

OBJECTIVES AND SCOPE

3

OBJECTIVES:

The main objective of this project is to study the consumer

behavior and various reactions of customers with reference to

HINDUSTHAN COCA-COLA BEVERAGES Pvt. Ltd, in order to

suggest ways to improve its marketing efforts.

1. To Study the tends in behavior of the consumer

2. To Study the profile of Hindustan coca-cola beverages pvt. ltd

3. To Study the consumer behavior with respect to Hindustan coca-

cola beverages pvt. Ltd To Analyze the consumers perceptions

about Hindustan coca-cola beverages pvt. Ltd

Scope

The study is confined to the Hindustan coca-cola beverages pvt.

ltd, about consumers preferences towards Hindustan coca-cola

beverages pvt. Ltd to understand the psychology of consumer

behavior and the reactions of the consumers when they are

approached.

To develop an overall view of the consumer sector in the company.

To understand the selling mechanism and various techniques involved

in the marketing of coca-cola products

To understand customers perceptions regarding for opting of coca-

cola products

4

RESEARCH METHODOLOGY

5

RESERCH METHODOLOGY

The study was conducted by a convenient sampling and was

administered through questionnaire. This was conducted to know the

behavior of the consumers in Hyderabad City and the response was

highly satisfactory.

SOURCES OF DATA

Primary data: The data collected was/is primary data. It requires to

meet the objectives of the project was obtained mainly as primary

data to now the response of the consumers.

Secondary data: Secondary data includes the collections of

information from several journals, reports and magazines etc.

Sample design: A random simple of 300 respondents was taken and

segmented into students, employees, housewives, business, labour,

doctors and sex wise.

Type of questionnaire:

The questionnaire consists of open ended, multiple choice

dichotomous, and closed ended questions.

To evaluate the true picture of soft drinks, preference, the data

was collected, classified and findings analysis, interpretations and the

results were converted into percentage and numbers so as to now

the correct figure of reference.

6

LIMITATIONS

7

LIMITATIONS

Time being the constant, project study was done for a limited

population in Hyderabad city only.

The sample size was restricted to 300 respondents and the

respondents were chosen randomly.

The responses of the consumers are highly satisfactory.

8

COMPANY PROFILE

COMPANY PROFILE

9

Atlanta Beginnings

1886-1892

It was 1886, and in New York Harbors, workers were

constructing the statue of Liberty. Eight hundred miles away another

great American symbol was about to be unveiled.

Like many people who change history, John Pemberton,a Civil

war veteran and Atlanta pharmacist, was inspired by simple curiosity.

He loved tinkering with medicinal formulas, and on afternoon,

searching for quick cure for headaches, he stirred up a fragrant,

caramel-colored liquid in a three-legged pot. When it was done, he

carried it a few doors down to Jacob’s pharmacy.

In its first year, the company sold about 9 glasses of Coca-Cola

a day. A century later, the Coca-Cola Company has produced over

10 billion gallons of syrup. 1886-1991, pemberton sold the Company

to Atlanta businessman Asa Griggs candler for a total about $2300.

Candler would become the Company’s first president, and the first to

bring real vision to the business and brand.

Beyond Atlanta

10

1893-1904

The aggressive promotion worked. By 1895, Candler had build

syrup plants in Chicago, Dallas and Los Angeles. Inevitably, the

soda’s popularity led to a demand for it to enjoy in new ways. 1894,

Mississippi businessman named Joseph Biedenharn became the first

to put the drink in bottles. When in 1889, two Chattanooga lawyers,

Benjamin F.Thomas and Joseph B.White head, secured exclusive

rights from him to bottle and sell the beverage-for the sum of one

dollar.

Safeguarding the Brand.

1905-1918

Advertising focused on the authenticity of Coca-Cola, urging

consumers to “Demand the genuine” and” Accept no substitute”. The

company also decided to create a distinctive bottle shape to assure

people they were actually getting a real Coca-Cola. In 1916, the Foot

Glass Company of Terre Haute, Indiana, began manufacturing the

famous contour bottle. As the country roared into the new century,

the Coca-Cola company grew rapidly, moving into Cuba, Puerto

Rico, France and the other countries and U>S territories. In 1900,

there were two bottlers of Coca-Cola, by 1920, there would be about

1000.

11

The Woodruff Legacy

1919-1940

Perhaps no person had more impact on the Coca-Cola

Company than Robert Woodruff. In 1923, five years after his father

Ernest purchase the company president. Woodruff was a marketing

genius who saw opportunities for expansion. Coca-Cola traveled with

the Us team to the 1928 Amsterdam Olympics, the logo was

emblazoned on racing dog sleds in Canada and the walls of

bullfighting arenas in Spain. Woodruff pushed development and

distribution of the six-pack, the open top cooler, and all innovations

that made it easier for people to drink Coca-Cola.

The War and its Legacy

1941-1959

In 1941, America entered World War II. Thousands of men and

women were sent overseas. The country and Coca-Cola rallied

behind them. Woodruff ordered that “every man in uniform gets a

bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs

the Company”.

A World of Customers

12

1960-1981

After 75 years of amazing success with brand Coca-Cola, the

company decided to expand new flavors Sprite in 1961, Tab in 1963

and Fresca in 1966. The international appeal of Coca-Cola was

embodied by gathered on a hill top in Italy to sing “I would lie to buy

the world a Coke”. In 1978, the Coca-Cola company was selected as

the only company allowed to sell packet cool drinks in the Peoples

Republic China.

Coca-Cola Now

1990-Now

In Feb 2000, Doug Draft was named company’s chairman.

Coca-Cola is a huge international company but Draft’s vision is to

have the company operate as a collection of smaller, locally run

business. Every 10sec 1,26,000 people choose to reach for one of

the Coca-Cola company brands, and it is the company’s mission to

make the choice exciting and satisfying, every single time.

13

HISTORY OF COCA-COLA

The history of Coca-Cola is a story that begins more than a

centaury ago in the back yard a few blocks down the street from

where the world headquarters of the Coca-Cola company is now

located.

Coca-Cola originated in Atlanta, Georgia, on May 8, 1886.

Pharmacist Dr. John Styth Pemberton stirred up fragrant caramel

colored syrup in a three-legged brass kettle in his backyard and now

carried a jug of his formulation down the street to Jacob’s pharmacy,

Atlanta’s largest drug store. That same day, the new product made its

debut as a soda fountain drink for five cents a glass. When

carbonated water was mixed with the new syrup, refreshment history

was made.

Dr.Pemberton’s partner and book keeper Frank M. Robinson

suggested that name and calligrapher the famous trademark in

unique script.

Since then, the Coca-Cola has grown u became the most

favorable soft drink in more than 200 countries across the world.

14

PROFILE OF COCA-COLA INDIA

Coca-Cola India began in the year October 1993. Prior to this

the company was forced to leave the country in the country in the

year 1977, 16 years from the date of its re-entry. The political

developments made the company to wind up its operations in India.

In 1993, Coca-Cola was re launched in historic city of Agra.

Immediately after reentering the country, it took over the network of

52 bottlers of the National soft drink leader at the point of time i.e.

Parle Exports.

The major advantage the company gained through the re-entry

was that it acquired all the brand leaders in the industry i.e. Thumps

up, Limca, Citra, Gold Spot and Maaza. The bottles were convinced

to invest money and upgrade their plants to suit cokes requirements

in 1994. 18 bottling plants in the country launched the international

flavors Coca-Cola and Fanta in their respective markets. This

continued with the rest of bottlers launching these brands gradually in

their respective markets. The company aims to takeover all the 52

plants and set up new plants in order to cater to the customers and

the increasing demand for the sort drinks manufactured in organized

sector.

VISION OF COCA-COLA

15

Provide exceptional strategic leadership in the Coca-Cola India

System resulting in consumer and customer references and loyalty,

through Coca-cola’s commitment to them, and in a highly profitable

Coca-Cola corporate branded beverages system.

MISSION OF THE COCA-COLA INDIA

Create consumer product, services and communications,

customer service and bottling system strategies, processes and tools

in order to create competitive advantage and deliver superior value

to:

1. Consumer’s as a superior beverages experience.

2. Consumer’s as an opportunity to grow profits through used

of finished drinks.

3. Bottlers as an opportunity to grow profits and volume.

4. TCCC as trademark enhancement and positive economic

value added.

5. suppliers as an opportunity to make reasonable profits when

creating real value added in an environment of system-wide

teamwork, flexible business system and continuous

improvements.

6. CCI Associates as superior career opportunity.

7. Indian Society in the form of a contribution to economic and

social development.

16

Literature review

17

CONSUMER BEHAVIOR

Consumer behavior is helpful in understanding the purchase

Behavior and preferences of different consumers. As consumers, we

differ in terms of sex, age, education, occupation, income, Family

setup, religion, nationality and social status. Because of this Different

background factors, we have different needs and we only buy those

products and services, which we think, will satisfy our Needs. In

today’s world of rapid changing technology, consumers Tastes are

also characterized by fast changes. To survive in the Market, a firm

has to be constantly innovating and understand the Latest consumer

trends and tastes. Consumer behavior provides invaluable clues and

guidelines to marketers on new technological Frontiers, which they

should explore.

18

A MODEL OF CONSUMER BEHAVIOUR

A consumer’s decision to purchase a particular product of

Service is the result of complex interplay of a number of variables.

The starting point of the decision process is provided by the

Companies marketing stimuli in the shape of product, promotion,

Price and distribution strategy. Consumers often purchase new

products that are associated with a favorable viewed brand name.

There favorable attitude towards the brand name originally a

Neutral stimuli, may be the results of related satisfaction with other

products produced by the same company at the time of receiving the

marketing stimuli, the consumer already has a certain mental

emotional and psychological frame of mind developed over years for

his cultural religious, social ,family and psychological background. for

instance, you are on your way to home from office along ,tiring day.

On the way you see a hording for cola drink which promises to be

cool, refreshing and tasteful.

19

This hoarding provides you a stimulus to stop at the nearest

cool drink shop and drink which promises to be cool, refreshing and

tasteful. This hoarding provides you a a stimuli to stop at the nearest

cool drink shop and drink a cola. all three brands (THUMS UP.COCA-

COLA,PEPSI )are available at the shop at a certain price. you can

recall some association with each of three brands from the

advertisements you have seen on TV, cutouts and

magazines,hoardings.you buy a particular brand of a cola and

consume it. The initial stimuli for this purchase and consumption were

provided by the hoarding. This was for the backed up by the other

stimuli such as product display in the shop, watching other

consumers buy a particular brand, any point of purchase, promotional

material, earlier satisfaction with a given brand etc.

20

MODEL OF CONSUMER BEHAVIOUR

Marketing

Stimuli

Other Stimuli

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

21

Consumer Decisions

Product ChoiceBrandChoiceDealerChoicePurchasingTimingPurchasingAmount

Consumer

Characteristics

Consumer

Decision

Process

Cultural

Social

Personal

Psychological

Problem Recognition Information Search Evaluation Decision Post Purchase Behavior

Cultural Factors

Social Factors

Personal Factors

Psychological Factors

Buyers

Culture

Sub-Culture

Social Class

Reference Groups

Family

Roles & Status

Age & LifeCycleOccupationEconomicCircumstancesLifestylePersonality & Self Concept

MotivationPerceptionLearningBeliefs and Attitudes

DETAILED MODEL OF FACTORS INFLUENCING

CONSUMER BEHAVIOUR

22

CULTURAL FACTORS

Culture: Culture is the most fundamental determinant of a person’s

wants and behavior like set of values, perceptions, preferences and

behaviors through his or her family member.

Sub Culture: Sub Culture includes nationalities, religions, racial

groups and geographical regions.

Social Class: Social classes are relatively homogeneous and

enduring divisions and enduring divisions in a society which are

hierarch ally ordered and whose members shares similar values,

interests and behavior and social classes includes upper class,

middle class and lower class.

SOCIAL FACTORS

Reference Groups: A persons reference group consists of all the

groups that have a direct (face to face) are indirect influence on the

persons attitude or behavior. This group to which the person belongs

and interacts.

23

Primary Group:

a) Family

b) Friends

c) Neighbors and Co-workers

d) Roles

e) Status

f) Conformity

g) Opinion readers

h) Diffusion and innovation

PERSONAL FACTORS: A consumer decision also influenced by

personal characteristics notably the buyers age & life cycle stage ,

occupation, economic circumstances, life style and personality and

self concept.

PSYCHOLOGICAL FACTORS

Motivation: A person has many needs at any given time. Some

needs are bio-genie. They arise from psychological states of tension

such as hunger, tryst and discomfort.

24

Perception: Perception is defined as “the process by which an

individual selects, organizes, intercepts information, inputs to create a

meaningful picture of the world.

Learning: When people act, they learn. Learning describes changes

in an individual’s behavior rising from experience, process of applying

results of past experience to evaluate a new situation or modify

future.

Beliefs and Attitudes: Doing and learning, people acquire beliefs

and attitudes. These in term influence consumer behavior. Belief is a

descriptive thought that a person holds about something. An attitude

describes a persons enduring favorable or unfavorable evaluations,

emotional feelings.

25

INDIAN SOFT DRINKS MARKET SCENARIO

The Indian market offers a strong consumer potential as the

majority of the population is in middle class category, which is a

strong consumer base for any soft drink industry.

Coca-Cola and Pepsi are the main combatants in the soft

drinks wars. They wage constant and pitch battles for the retail shelf

space. They engage in price wars, copycat advertising, court battles

etc.

After 16 years, soft drinks again Coca-Cola cam to India and

launched Coke in October 1993 for the first time in Agra. As a result

of liberalization and opening doors to the multi national companies,

Pepsi came to India in the year 1990 and for Indianization it has

added the word Lehar.

Coca-Cola India’s objective is to create more seasons and

reasons for enjoying a Coke. That is why the 200ml “Mini” Coke

bottle Coke, as a brand has a 21% market share.

Coca-Cola India accounted for 135 million units cases. While

Pepsi company accounted for 79 million units cases.

In 2003 Coca-Cola claims a market share of 58% of the total

soft drinks market. Of this, Coca-Cola and Thumps up accounted for

42% with 16% accounted by other drinks such as Limca, Maaz Sprite

and Fanta. Pepsi company market share is 42% respectively.

26

Data

ANALYSIS AND

INTERPRETATIONS

27

PREFERENCE OF SOFT DRINKS BASED ON AGE

GROUPS

Table (1)

AG

E

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

5-14 20 10.93 23 19.66 43

15-

2491 49.73 59 50.43 150

25-

3435 19.12 15 12.82 50

35-

4419 10.38 13 11.11 32

45-

548 4.37 5 4.27 13

55-

7610 5.46 2 1.71 12

The findings suggest that males who are in the age group of

15-24 and females in the age group of 15-24 consume more soft

drinks.

On the whole majority of the respondents who are in the age group

of 15-24 consume more when compared to other age group.

28

PREFERENCE OF SOFT DRINKS BASED ON AGE GROUP

5_14 15-24 25-34 35-44 45-54 55-76

0

20

40

60

80

100

120

140

160

20

91

35

19

8 10

23

59

15 135 2

43

150

50

32

13 12

MALE

FEMALE

TOTAL

AGE

CO

NS

UM

ER

S

29

PREFERENCE OF SOFT DRINKS BASED ON OCCUPATION

Table (2)

OCCUPATIO

N

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

Students 104 56.83 72 61.54 176

Employees 56 30.60 5 4.27 61

Housewives - - 30 25.64 30

Business 19 10.38 - - 19

Medicos 1 0.55 4 3.42 5

Teachers 3 1.64 6 5.139 9

The findings suggest that the Students consume more Drinks when compare to other occupants.

30

Students Emloyees Housewives business Medicos Teachers

0

20

40

60

80

100

120

140

160

180

104

56

0

19

1 3

72

6

30

0 4 6

176

61

30

19

5 9

PREFERENCE OF SOFT DRINK BASED ON OCCUATION

MALE

FEMALE

TOTAL

OCCUATION

CO

NS

UM

ER

S

31

NUMBERS OF CONSUMERS CONSUME A SOFT DRINK

Table (3)

OPINION

MALE FEMALE

TOTALNumber

s

Percentag

eNumbers

Percentag

e

YES 181 98.91 113 96.58 294

NO 2 1.09 4 3.42 6

On the whole majority of the respondents consume a soft drink.

NUMBER OF CONSUMER CONSUME A SOFT DRINK

YES98%

NO2%

Chart Title

YES NO

32

WITH WHOM ONE WOULD LIKE TO HAVE A DRINK

Table (4)

COMPAN

Y

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

Friends 138 75.41 49 41.88 187

Family 37 20.27 60 51.28 97

Others 6 3.28 4 3.42 10

Never 2 1.09 4 3.42 6

The findings suggest that the most of the Male respondents would like to have a drink with their friends and Females with families.

On the whole, the majority of the respondents would like to have drink with their friends

Friends Family Others Never

020406080

100120140160180200

138

37

6 2

4960

4 4

187

97

10 6

WITH WHOM ONE WOULD LIKE TO HAVE A DRINK

MALE FEMALE

TOTAL

COMPANY

CO

NS

UM

PT

ION

33

CHOICE OF CONSUMING A SOFT DRINKTable (5)

CHOICE

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

Snacks 41 22.41 32 27.35 73

Food 15 8.19 17 14.53 32

Generall

y125 68.31 64 54.70 189

Not

Preferred2 1.09 4 3.42 6

The findings suggest that the most of the respondents consume a soft drink generally.

34

TIMINGS OF CONSUMING A SOFT DRITIMINNK

Table (6)

TIMNG

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

Morning 11 6.02 8 6.84 19

Afternoo

n59 32.24 30 25.64 89

Evening 96 52.46 58 49.57 154

Night 15 8.20 17 14.53 32

Not 2 1.09 4 3.42 6

35

Snack

sFo

od

Gener

ally

NotPre

ferr

ed

0

20

40

60

80

100

120

140

160

180

200

41

15

125

2

3217

64

4

73

32

189

6

CHOICE OF CONSUMING A SOFT DRINK

MALE FEMALE TOTAL

CHOICE

CO

NS

UM

PT

ION

Preferre

d

36

Morn

ings

Aftern

oon

Evenin

gsNig

ht

Not ref

erre

d

020406080

100120140160180

11

59

96

1528

30

58

171.09

19

89

154

32

6

TIMING OF CONSUMING A SOFT DRINK

MALE FEMALE

TOTAL

TIMING

CO

NS

UM

PT

ION

FREQUENCY OF CONSUMING A SOFT DRINK

Table (7)

37

FREQUENC

Y

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

Regularly 118 64.48 58 49.57 176

Seasonally 31 16.94 35 21.37 56

Occasionally 32 17.49 30 25.64 62

Not

Preferred2 1.09 4 3.42 6

The findings suggest that both the Male &Female respondents refer to have soft drinks regularly.

38

NUMBER OF TIMES IN A DAY CONSUMERS CONSUME A SOFT DRINK

Table (8)

39

Regularly

seasonally

Occasio

nally

Not Pre

ferr

ed

0

20

40

60

80

100

120

140

160

180

200

118

31 32

2

58

25 30

4

176

56 62

6

FREQUENCY OF CONSUMING A SOFT DRINK

MALE FEMALE

TOTAL

FREQUENCY

CO

NS

UM

PTI

ON

NUMBE

R OF

TIMES

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

Once 94 51.37 94 80.34 188

Twice 44 24.04 9 7.70 53

Thrice 27 14.75 3 2.56 30

Four

times16 8.74 7 5.98 23

Not

Preferred2 1.09 4 3.42 6

Findings suggest that both the Male & Female respondents prefer to have soft drink once in a day.

40

Once Twice Thrice Four times Not Preferred

0

20

40

60

80

100

120

140

160

180

200

94

44

2716

2

94

93 7 4

188

53

3023

6

NUMBER OF TIMES IN A DAY CONSUMERS CONSUME A SOFT DRINK

MALE

FEMALE

TOTAL

TIMES IN A DAY

CO

NS

UM

PTI

ON

CHOICE OF VENUE FOR HAVING A SOFT DRINK

Table (9)

41

Place of Buying

MALE FEMALE

TOTALNumbers PercentageNumber

sPercentage

General Stores

46 25 28 23.93 74

Ice Cream parlor

9 4.9 15 12.82 24

Super Market

4 2.2 10 8.5 14

Hotels 20 10.92 8 6.84 28

Bakeries 89 48.63 43 36.75 132Fast Food

centers10 5.46 5 4.27 15

Others 3 1.64 4 3.41 7Not

preferred2 1.09 4 3.41 6

The findings suggest that most of the respondents refer to have a drink in bakeries.

42

Gen

eral

sto

res

Ice

crea

m a

rlou

r

Sup

er m

arke

t

Hot

els

Bak

erie

s

Fast

foo

d ce

nter

s

Oth

ers

Not

pre

ferr

ed

0

20

40

60

80

100

120

140

46

84

20

88

10

3 2

28

16

108

43

5 4 4

74

24

14

28

132

15

7 6

CHOICE OF VENUE FOR HAVING A SOFT DRINK

MALE FEMALE

TOTAL

VENUE

CO

NS

UM

PT

ION

43

AVAILAIBILITY OF SOFT DRINK IN A LOCALITY

Table (10)

Availabilit

y of a soft

drink

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

Sufficient 171 93.44 109 93.16 280

In

Sufficient10 5.46 4 3.42 14

Not

Preferred2 1.09 4 3.42 6

The findings suggest that most of the respondents feel that the present availability of a soft drink is sufficient

AVAILAIBILITY OF SOFT DRINK IN A LOCALITY

93%

5% 2%

Chart Title

Sufficient

Insufficient

Not-Preferred

44

PREFERENCE OF PACKAGE CONVIENICENCE OF A SOFT DRINK

Table (11)

PACKAGE

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

200 ml 106 47.92 91 77.78 197

300 ml 31 16.94 6 5.13 37

500 ml 8 4.37 3 2.56 11

One Lt. 3 1.64 3 2.56 6

1.5 Lts. 18 9.84 6 5.13 24

Cans 6 3.28 2 1.71 8

Tetra’s 0 0 1 0.85 1

Two Lts. 9 4.92 1 0.85 10Not

preferred2 1.09 4 3.42 6

A majority of Males & Females prefer to have 200 ml package

when compared to other packages.

45

20

0 m

l

30

0 m

l

50

0 m

l

On

e L

t.

1.5

Lts

.

Ca

ns

Te

tra

's

Tw

o L

ts.

No

t p

refe

rre

d

0

20

40

60

80

100

120

140

160

180

200

106

31

83

18

60

92

91

63 3

62 1 1

4

197

37

116

24

81

106

PREFERENCE OF A PACKAGE CONVIENIENCE OF A SOFT DRINK

MALE FEMALE

TOTAL

PACKAGE

CO

NS

UM

PT

ION

46

RESPONSE OF CONSUMERS WHETHER THEY STICK

TO ONE BRAND OR NOT

Table (12)

RESPONS

E

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

Yes 118 64.49 68 58.12 186

No 63 34.43 45 38.46 108

Not

Preferred2 1.09 4 3.42 6

The findings suggest that the majority of the respondents do stick

to one brand.

RESPONSE OF CONSUMERS WHETHER THEY STICK TO

ONE BRAND OR NOT

62%

36%2%

Chart Title

Yes No Not-Preferred

47

DOES AN ADVERTISEMENT MAKE YOU TO SHIFT FROM

VARIOUS BRANDS

Table (13)

SHIFTIN

G

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

YES 72 39.34 52 44.44 124

NO 109 59.56 61 52.14 170

Not

Preferred2 1.09 4 3.42 6

The findings suggest that an advertisement does not influence

people to shift between various brands of a soft drink.

DOES AN ADVERTISEMENT MAKE YOU TO SHIFT FROM

ONE BRAND TO OTHER

41%

57%

2%

Chart Title

Yes No Not-Preferred

48

VARIOUS ADVERTISING SOURCES OF AWARENESS

Table (14)

SOURCE

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

Television 127 69.39 58 49.6 185

Magazines

4 2.18 3 2.6 7

News Papers

9 4.91 8 6.83 17

Cutouts 7 3.82 4 3.4 11Truck

Boards15 8.19 11 9.4 26

Paintings 12 6.56 15 12.8 27

All 7 3.82 14 12 21Not

Preferred2 1.09 4 3.4 6

The findings suggest that most of the respondents come to know

about the advertisement through television.

49

Tele

visi

on

Mag

azin

es

New

s P

aper

s

Cut

outs

Truc

k B

oard

s

Pai

nitn

gs All

Not

Pre

ferr

ed

0

20

40

60

80

100

120

140

160

180

200

127

49 7

1512

72

58

38

4

1115 14

4

185

7

1711

26 2721

6

PREFERENCE OF A PACKAGE CONVIENIENCE OF A SOFT DRINK

MALE FEMALE

TOTAL

PACKAGE

CO

NS

UM

PT

ION

50

WHICH BRAND ADVERTISEMENT INFLUENCE THE

CONSUMER

Table (15)

OPINION

MALE FEMALE

TOTALNumber

s

Percentag

eNumbers

Percentag

e

Coca-

Cola91 49.73 58 49.57 149

Pepsi 31 16.99 11 9.41 42

Thumps

Up59 32.25 34 37.61 103

Not

preferred2 1.09 4 3.42 6

The findings suggest that most of the respondents are very much

impressed with Coca-Cola advertisement when compared to other

brands.

51

WHICH BRAND ADS INFLUENCE TO THE CONSUMERS

Coca-Cola Pepsi Thumps Up Not preferred

0

20

40

60

80

100

120

140

160

91

31

59

2

58

11

44

4

149

42

103

6

MALE FEMALE

TOTAL

OPINION

CO

NS

UM

ER

S

52

COSUMPTION OF CONSUMING A MINERAL WATER

Table (16)

OPINION

MALE FEMALE

TOTA

LNumber

s

Percentag

e

Number

s

Percentag

e

YES 152 83.07 95 81.20 247

NO 29 15.85 18 15.38 47

NOT

PREFERRE

D

2 1.09 4 3.42 6

The findings suggest that most of the respondents are consuming

mineral water frequently.

CONSUMPTION OF MINERAL WATER

82%

16%

2%

Chart Title

Yes No Not-Preferred

53

BRAND IMAGE OF THE CONSUMERS

Table (17)

BRAND

MALE FEMALE

TOTALNumbers PercentageNumber

sPercentage

Kinley 130 71.04 63 53.85 193

Aqua

Fina12 6.56 8 6.84 20

Bisleri 36 19.67 40 34.19 76

Bailey 3 1.64 2 1.71 5

Not

preferred2 1.09 4 3.42 6

The findings suggest that most of the respondents prefer to drink

Kinley mineral water when compared to other brands.

54

BRAND IMAGE OF THE CONSUMERS

Kinley AquaFina Bisleri Bailery Not Prferred

0

20

40

60

80

100

120

140

130

12

36

3 2

62

8

40

24

103

20

76

6 6

MALE FEMALE

TOTAL

BRAND

CO

NS

UM

ER

S

55

CONCLUSIONS AND

SUGGESTIONS

CONCLUSIONS

56

1) Majority of the respondents who are in the age group of 15

to 24 consume more soft drinks when compared to others.

2) 98% of the consumers are consuming a soft drink.

3) Majority of the consumers prefer to have a drink regularly.

4) Majority of the respondents prefer

Thumps Up (78%) in Cola flavor, Fanta (51%) in Orange

Flavor,Limca (64%) in Lemon flavor,Maaza (69%) in Fruit

based (non aerated) and sprite (75%) in clear soft drink Flavors.

5) Majority of the consumers prefer to have 200ml package when

compared to other packages.

6) Most of the consumers stick to one brand.

7).Advertisement does not influence the consumers to shift

Between various brands of a soft drink.

8) Majority of the consumers are impressed with the

. Coca-Cola advertisement.

SUGGESTIONS

57

The period especially between March and June where the demand is at peak, it has to be ensured that supply the soft drinks is adequate.

An additional campaigning is suggested in order to top the market in rural sector.

Innovative packaging can give a company and advantage over competitors.

Price should be decreased to have an impact on consumption factors.

58

BIBLIOGRAPHY

BIBLIOGRAPHY

59

CONSUMER BEHAVIOUR : Leon G.Schiffman Lesie Lazar Kanuk

PRINCIPLES OF MARKETING : Phillip Kotlar

OTHER SOURCES : Advertising & Marketing

& Business Today Magazine

60

QUESTIONAIRE

QUESTIONAIRE

Name:

Age:

61

Sex:

Address:

Phone no:

Occupation:

Do you consume soft drinks?

a) Yes b) No

How often do you take soft drinks?

a) Regularly b) Seasonally c) Occasionally

How many times in a day?

a) Once b) Twice c) Thrice d) Four

times

What do you think of the availability of soft drinks in your area?

a) Sufficient b) In sufficient

Which package do you prefer?

62

a) 200ml b) 300ml c) 500ml d) One liter

e) 1.5 lts f) Two lts g) Cans f) Tetra

Do you stick to one brand?

a) Yes b) No

How many of soft drinks have you tasted?

a) Thums Up b) Coca-cola c) Pepsi

d)Fanta e) Mirinda f) Limca g) Sprite

h) 7Up i) Maaza j) Slice.

Will an advertisement make you to shift from one brand to other?

a) Yes b) No

Do you consume mineral water?

a) Yes b) No

63

If “yes” which of the following?

a) Kinely b) Aquafina c) Bisleri

d) Bailey.

Any suggestions?

(P.BALAKRISHNA)

64