Research on Consumer Behaviour Towards Soft Drinks

7/22/2019 Research on Consumer Behaviour Towards Soft Drinks

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Presented by:

Amol Shelar62

Aniket Singh73

Vishwashish Jena84

Mohid Cutterwala95

Bhoomika Shah106Dhrumin Patel117


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Consumers are considered as the king of the market.

Overview of the soft drink industry

It marks the beginning of the two Cola giantsPepsi and CocaCola in In

Pepsi and CocaCola with a market share of more than 95% in the urban dominate the Indian Soft Drink Industry.


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To study about the consumer behaviour towards soft drink industry in India

To understand the various brands and the market strategy followed by themconsumers and maximize its market share.


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1) Sources of the data

Primary Source -A survey on a sample size of 300 people belonging toAge Groups from Mumbai with the use of a Questionnaire

Secondary source: This was collected from related books and websites

2) Nature of Data

Data collected from consumers are opinion while that from related websbooks are facts.


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Communication Approach

Tool: Questionnaire

Type: Structured

Media: Personal for consumers.

4) Scale of Measurement

Consumers: Nominal scale and Record Rating scale.


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The soft drink industry began in the mid-1880s

The first merchant to bottle Coca-Cola was Joseph A. Biedenharn of VicksbMississippi, who installed a bottling machine in his candy store in 1894.

The 1960s and 1970s brought acquisitions and diversification for Coca-ColPepsi-Cola.

During the 1980s, the soft drink industry faced stiff competition from the mabottled water.


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The Indian soft drink beverage market is dominated by Coca-Cola India an

Soft drink market size for FINANCIAL YEAR 2013 - 14 was around 270 mil(6480million bottles).

This extraordinary success of soft drinks can be attributed to the follofactors:- Absence of contemporary competitive brand.

Euphoric image built up in the Western countries proceeded the entry into Indian Indians are very found by nature of foreign goods, services etc. due to prolonged

rules.


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The Pepsi-Cola story itself begins with a drugstore in New Bern, North Caropharmacist named Caleb Bradham

PepsiCo, Inc. is currently one of the most successful consumer products cothe world with annual revenues exceeding $30 billion and has more than 48employees.

PepsiCo expanded its business after merger with Frito-Lay in 1965

PepsiCo has 3 divisions Beverages

Snack foods

Restaurants


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Coca-Cola, the product that has given the world its best-known taste was bAtlanta, Georgia, on May 8, 1886

John Syth Pemberton, a pharmacist, first introduced Coca-Cola

Coca- Cola was the leading soft drink brand in India until 1977

In 1993, Coca-Cola made its re-entry into India through its 100% owned suHCCBPL, the Indian bottling arm of the Coca-Cola Company.


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Both companies have followed the marketing concept by offering products tconsumer needs in order to gain market share.

They have always been creating and updating their marketing plans and pr

Both companies have also relied on finding new markets, especially in forecountries.

Coke hired marketing executives with good track records.

Coke also implemented cross training of managers.

Pepsi has always taken more risks, acted rapidly, and was always developadvertising ideas.


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In 2003, the Centre for Science and Environment (CSE) said aerated waterby soft drinks manufacturers in India contained toxins and pesticides that cacontribute to cancer, a breakdown of the immune system and cause birth d

CSE found that the Indian-produced Pepsi's soft drink products had 36 timeof pesticide residues permitted under European Union regulations; Coca Ctimes.

No such residues were found in the USA. The Coca-Cola Company and PepsiCo denied the allegations.


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In Kerala, sale and production of Pepsi-Cola, along with other soft drinks, wasby the state government in 2006, but this was reversed by the Kerala High Comerely a month later.

Five other Indian states had announced partial bans on the drinks in schools,

and hospitals. The public response to CSEs findings was very sharp as reflected by steep d

sales.

Despite of the initial knee-jerk reaction, the general public by and large has nopaying much attention to the Pepsi pesticides issue.


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It is helpful to the marketer in understanding the needs of his different conssegment and developing appropriate marketing strategies for each.

It is useful for the marketer in developing and understanding of how consumrespond to the various marketing stimuli.

Consumers decision to purchase a product is influenced by number of vari


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Social Age CulturalEco

Circum

Roles AndStatus Family

LifestylePersAndCo

Referencegroups Personal


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STEP 1: Define The Research Objectives

STEP 2:Developing The Research Plan

STEP 3:Analysing The Information

STEP 4:Present the Research Findings


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Age Composition

66

9072

72

Age Composition

10 - 17 yrs

18 - 25 yrs

26 - 34 yrs34 yrs and


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0

2040

60

80

100

120

Daily 4 - 6Timesa week

2 - 3Timesa week

Oncein a

week

Oncein 10days

Oncein 2 - 3weeks

Oncein a

Month

EvenLess

624 21

9 3 3 0 012

21 1212

9 12 9 3

6

6

12 159 6 12

6

0

3 12

6 15 6 18

12

24

54 57

4236

27

39

21

To

34

26

18

10


18/34

0

10203040506070

1527

9 63

60

12

21

321

1218

3

12

9

6

27

6

12

0

12

3

3

12

9

27

6

34

26

1810


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0

20

40

60

80

100

120

140

160

180

Coke Pepsi

30 36

3951

54 18

48

2434

26

1810


20/34

111

21669

6

87

Packaging Preferred

250ml

330ml

500ml

1.5ltr

2ltr

Tin0

20

40

60

80

100120

250ml

330ml

500ml

1.5

ltr

2ltr

Tin

183

240 0

21

27

3

15

6 0

39

39

9

12

00

12

27

6

15

3 6

15


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42

54

42

27

24

36

30

45

0

10

20

30

40

50

60

10 - 17yrs 18 - 25yrs 26 - 33yrs 34yrs & Above


22/34

0

0.5

11.5

2

2.5

3

3.5

4

10 - 17yrs 18 - 25yrs 26 - 33yrs 34yrs &Above

OverallAverage

3

4 4

2

3.2

4

2 2 2

2.6

3

2 2 22.2

3 3 3

4

3.3

2 2

1

3

1.9

Cola

Man

Ora

Sod

Ove


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34

21 24 21

100

2330

18 21

92

9

3930 30

108

0

20

40

60

80

100

120

10 - 17yrs 18 - 25yrs 26 - 33yrs 34yrs & Above Total


24/34

33

5445 45

177

33 36 27 27

123

0

20

40

6080

100

120

140

160

180

200

10 - 17yrs 18 - 25yrs 26 - 33yrs 34yrs & Above Total


25/34

0

20

4060

80

100

120

140

160


Total

3039 33 42

144

3651

3930

156


26/34

0

50

100

150

200

250


Total

30 27 24 18

99

3663 48 54

201


27/34

020406080

100120140160180200


Total

2139

2433

117

45 51 48 39

183


28/34

0

20

40

60

80

100

120

140

18 6 0 0

366

48

90 0

30

3

15

36 0

42

6

24

159

0

21

3


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54

0 6 3 3 0

51

021

9 9 0

45

3

63 12

3

60

0

90

300

50

100

150

200

250

Taste Price Quality Availability BrandName

Other


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0

50

100

150

200

250

High Fair Low

48

240

12

39

246

15


31/34

0

20

40

6080

100

120

140

160

180

10 - 17yrs 18 - 25yrs 26 - 33yrs 34 & Above Total

48

65

31 32

176

1825

41 40

124


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4263

42

24

171

24 27 30

48

129

0

20

40

60

80

100

120

140

160180

10 - 17yrs 18 - 25yrs 26 - 33yrs 34 & Above Total


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21%

2%

8%

47%

18%

4%

Source of Information

Family & Frie

Newspaper

Retailers

Television Ad

Hoardings

Online


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Consumers age goes on increasing the frequency of consumption goes ondecreasing and the analysis has proven it.

Most of the respondents consume soft drinks because they like its taste andrinks are refreshing.

Consumers from the Age Group of 34 and Above do not consume more of sbecause they have a perception that regular consumption is not good for he

Soft drinks companies need to tap the older Age Group.

Research on Consumer Behaviour Towards Soft Drinks

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