Main project

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

 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

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.

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Beyond Atlanta

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.

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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”.

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A World of Customers

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.

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VISION OF COCA-COLA

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.

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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.

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MODEL OF CONSUMER BEHAVIOUR

Marketing Other Stimuli Consumer
Consumer Consumer
Stimuli Decisions
Characteristics Decision
Process
Product
Product Economic Choice
Problem Brand
Price Technological Recognition Choice
Cultural
Information Dealer
Place Political Search Choice
Social
Evaluation Purchasing
Promotion Cultural Decision Timing
Personal
Post Purchasing
Purchase Amount
Psychological
Behavior

21

DETAILED MODEL OF FACTORS INFLUENCING
CONSUMER BEHAVIOUR

Cultural
Factors
Social
Factors
Culture
Reference Personal
Groups Factors
Sub-Culture Age & Life Psychological
Family Cycle Factors
Occupation
Social Economic Motivation
Class Circumstance Perception
Roles &
Status s Learning
Lifestyle Buyers
Beliefs and
Personality & Attitudes
Self Concept

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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.

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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.

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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.

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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)
MALE FEMALE
AG Number Percentag Number Percentag TOTA

E s e s e L

5-14 20 10.93 23 19.66 43
15-
91 49.73 59 50.43 150
24
25-
35 19.12 15 12.82 50
34
35-
19 10.38 13 11.11 32
44
45-
8 4.37 5 4.27 13
54
55-
10 5.46 2 1.71 12
76

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

160 150

140

120
CONSUMERS

100 91

80 MALE
59 FEMALE
60 50
43 TOTAL
40 35 32
20 23 19
20 15 13 13 12
8 5 10
2
0
5_14 15-24 25-34 35-44 45-54 55-76
AGE

29

PREFERENCE OF SOFT DRINKS BASED ON
OCCUPATION

Table (2)

MALE FEMALE
OCCUPATIO Number Percentag Number Percentag TOTA
N s e s e L

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

PREFERENCE OF SOFT DRINK BASED ON OCCUATION

176
180

160

140

120
CONSUMERS

104
100
MALE
80 72
FEMALE
61
56
60 TOTAL

40 30 30
19 19
20 9
6 5 3 6
0 0 1 4
0
Students Housewives Medicos
OCCUATION

31

NUMBERS OF CONSUMERS CONSUME A SOFT DRINK

Table (3)

MALE FEMALE
Number Percentag Number Percentag TOTA
OPINION
s e s e L

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

NO
2%

YES NO

YES
98%

32

WITH WHOM ONE WOULD LIKE TO HAVE A DRINK

Table (4)

MALE FEMALE
COMPAN Number Percentag Number Percentag TOTA
Y s e s e L

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

WITH WHOM ONE WOULD LIKE TO HAVE A DRINK

200 187
CONSUMPTION

150 138

97
100 MALE
60
49 FEMALE
50 37
TOTAL
6 4 10 2 4 6
0
Friends Family Others Never

COMPANY

33

CHOICE OF CONSUMING A SOFT DRINK
Table (5)
MALE FEMALE
CHOICE
s e s e L

Snacks 41 22.41 32 27.35 73
Food 15 8.19 17 14.53 32
Generall
125 68.31 64 54.70 189
y
Not
2 1.09 4 3.42 6
Preferred

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

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CHOICE OF CONSUMING A SOFT DRINK

200 189
CONSUMPTION

180
160
140 125
120
100 MALE FEMALE TOTAL
73
80 64
60 41
32 32
40
15 17
20 2 4 6
0

CHOICE

35

TIMINGS OF CONSUMING A SOFT DRITIMINNK

Table (6)
MALE FEMALE
TIMNG
s e s e L

Morning 11 6.02 8 6.84 19
Afternoo
59 32.24 30 25.64 89
n
Evening 96 52.46 58 49.57 154
Night 15 8.20 17 14.53 32
Not
Preferre 2 1.09 4 3.42 6
d

The findings suggest that both the Male & female respondents
refer to have a soft drink in the Evening

36

TIMING OF CONSUMING A SOFT DRINK
CONSUMPTION

180
154
160
140 MALE
120 96
100 89
FEMALE
80 59 58
60
30 32
40
11 8 19 15 17 TOTAL
20 2 1.09 6
0

TIMING

37

FREQUENCY OF CONSUMING A SOFT DRINK
Table (7)
MALE FEMALE
FREQUENCY Numbers Percentage Numbers Percentage TOTAL

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 Preferred 2 1.09 4 3.42 6

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

38

FREQUENCY OF CONSUMING A SOFT DRINK
CONSUMPTION

200
176
180
160
140 MALE FEMALE
118
120
100
80 62
58 56 TOTAL
60
31 32 30
40 25
20 2 4 6
0

FREQUENCY

39

NUMBER OF TIMES IN A DAY CONSUMERS CONSUME
A SOFT DRINK
Table (8)

MALE FEMALE
NUMBE
R OF
s e s e L
TIMES
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
16 8.74 7 5.98 23
times
Not
2 1.09 4 3.42 6
Preferred

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

40

NUMBER OF TIMES IN A DAY CONSUMERS CONSUME A SOFT DRINK
CONSUMPTION

200 188
180
160
140
MALE
120
94 94
100
80 FEMALE
53
60 44
40 27 30
23 TOTAL
16
20 9 7 4 6
3 2
0
Once Twice Thrice Four times Not Preferred

TIMES IN A DAY

41

CHOICE OF VENUE FOR HAVING A SOFT DRINK

Table (9)

MALE FEMALE
Place of
Buying Numbers Percentage Numbers Percentage TOTAL

General
46 25 28 23.93 74
Stores
Ice
Cream 9 4.9 15 12.82 24
parlor
Super
4 2.2 10 8.5 14
Market
Hotels 20 10.92 8 6.84 28
Bakeries 89 48.63 43 36.75 132
Fast
Food 10 5.46 5 4.27 15
centers
Others 3 1.64 4 3.41 7
Not
2 1.09 4 3.41 6
preferred

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

42

CHOICE OF VENUE FOR HAVING A SOFT DRINK

140
132

120

100

88
CONSUMPTION

80 MALE FEMALE
74

60
TOTAL
46
43

40

28 28
24
20
20 16 15
14
10 10
8 8 7
5 6
4 3 4 4
2
0
Others
Bakeries
Super market

Hotels

Not preferred
Fast food centers
General stores

Ice cream arlour

VENUE

43

AVAILAIBILITY OF SOFT DRINK IN A LOCALITY

Table (10)

Availabilit MALE FEMALE
y of a soft Number Percentag Number Percentag TOTA

drink s e s e L

Sufficient 171 93.44 109 93.16 280
In
10 5.46 4 3.42 14
Sufficient
Not
2 1.09 4 3.42 6
Preferred

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

2%

5%
Sufficient

Insufficient

93% Not-Preferred

44

PREFERENCE OF PACKAGE CONVIENICENCE OF A
SOFT DRINK

Table (11)
MALE FEMALE
PACKAG Number Percentag Number Percentag TOTA
E
s e s e L

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 10
Not
2 1.09 4 3.42 6
preferred

A majority of Males & Females prefer to have 200 ml package
when compared to other packages.

45

PREFERENCE OF A PACKAGE CONVIENIENCE OF A SOFT DRINK

197
200

180

160

140
MALE
CONSUMPTION

120
FEMALE
106

100 TOTAL
91

80

60

37
40
31
24
18
20
11 9 10
6 8 6 6 6 8 6
3 33 2 011 1 24
0
Tetra's

Not preferred
Cans
One Lt.

1.5 Lts.

Two Lts.
200 ml

300 ml

500 ml

PACKAGE

46

RESPONSE OF CONSUMERS WHETHER THEY STICK
TO ONE BRAND OR NOT
Table (12)
MALE FEMALE
RESPONS
E
s e s e L

Yes 118 64.49 68 58.12 186
No 63 34.43 45 38.46 108
Not
2 1.09 4 3.42 6
Preferred

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

2%

36%

62% Yes No Not-Preferred

47

DOES AN ADVERTISEMENT MAKE YOU TO SHIFT FROM
VARIOUS BRANDS
Table (13)
MALE FEMALE
SHIFTIN
G
s e s e L

YES 72 39.34 52 44.44 124
NO 109 59.56 61 52.14 170
Not
2 1.09 4 3.42 6
Preferred

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

2%

41%

57%
Yes No Not-Preferred

48

VARIOUS ADVERTISING SOURCES OF AWARENESS

Table (14)
MALE FEMALE
SOURCE
s e s e L

Television 127 69.39 58 49.6 185
Magazine
4 2.18 3 2.6 7
s
News
9 4.91 8 6.83 17
Papers
Cutouts 7 3.82 4 3.4 11
Truck
15 8.19 11 9.4 26
Boards
Paintings 12 6.56 15 12.8 27
All 7 3.82 14 12 21
Not
2 1.09 4 3.4 6
Preferred

The findings suggest that most of the respondents come to know
about the advertisement through television.

49

PREFERENCE OF A PACKAGE CONVIENIENCE OF A SOFT DRINK

200
185

180

160

140
127 MALE

120
CONSUMPTION

FEMALE

100 TOTAL

80

58
60

40
26 27
21
17 15 15
20 12 14
9 8 11 11
7 7 7 6
4 3 4 2 4
0
Not Preferred
News Papers

All
Magazines

Cutouts

Painitngs
Truck Boards
Television

PACKAGE

50

WHICH BRAND ADVERTISEMENT INFLUENCE THE
CONSUMER
Table (15)

MALE FEMALE
OPINION Number Percentag Number Percentag TOTA

s e s e L

Coca-
91 49.73 58 49.57 149
Cola
Pepsi 31 16.99 11 9.41 42
Thumps
59 32.25 34 37.61 103
Up
Not
2 1.09 4 3.42 6
preferred

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

160

149

140

120

103

100
91
CONSUMERS

80 MALE

FEMALE

TOTAL
58 59
60

44
42

40
31

20
11

6
4
2

0

Coca-Cola Pepsi Thumps Up Not preferred

OPINION

52

COSUMPTION OF CONSUMING A MINERAL WATER
Table (16)

MALE FEMALE
OPINION Number Percentag Number Percentag TOTA

s e s e L

YES 152 83.07 95 81.20 247
NO 29 15.85 18 15.38 47
NOT
PREFERRE 2 1.09 4 3.42 6
D

The findings suggest that most of the respondents are consuming
mineral water frequently.

CONSUMPTION OF MINERAL WATER

16% 2%

Yes No Not-Preferred
82%

53

BRAND IMAGE OF THE CONSUMERS
Table (17)
MALE FEMALE
BRAND
Numbers Percentage Numbers Percentage TOTAL
Kinley 130 71.04 63 53.85 193
Aqua
12 6.56 8 6.84 20
Fina
Bisleri 36 19.67 40 34.19 76
Bailey 3 1.64 2 1.71 5
Not
2 1.09 4 3.42 6
preferred

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

140

130

120

103

100
CONSUMERS

80 76

MALE

62
FEMALE
60

TOTAL

40
40 36

20
20

12

8
6 6
4
3
2 2

0

Kinley AquaFina Bisleri Bailery Not Prferred

BRAND

55

CONCLUSIONS
AND
SUGGESTIONS

56

CONCLUSIONS

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.

57

SUGGESTIONS

 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

CONSUMER BEHAVIOUR : Leon G.Schiffman
Lesie Lazar Kanuk

PRINCIPLES OF MARKETING : Phillip Kotlar

OTHER SOURCES : Advertising & Marketing

& Business Today Magazine

60

QUESTIONAIRE

Name:

Age:

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

62

 Which package do you prefer?

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

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