A Study On Consumer Preferences For Coca Cola-Term-Paper
A Study On Consumer Preferences For Coca Cola-Term-Paper
A Study On Consumer Preferences For Coca Cola-Term-Paper
Org
Preface
Market Provides a Key to Gain Actual Success Only to Those Brands Which Match Best
to the Current Environment I.E." Imperative" Which Can Be Delivered What Are the
People Needs and They Are Ready to Buy at the Right Time Without Any Delay. It Is
Perfectly True but This Also Depends On Availability of Good Quality Products and
Excellent Taste and Services Which Further Attract and Add a Golden Opportunity for
Huge Sales.
This Also Depends On the Good Planning Approach and Provide Ample Opportunity
Plus Sufficient Amount of Products for Sales in the Coming Next Financial Year.
This Survey Report Introduces Study of Consumers Preferences for Coca Cola. After
Going Through a Detail Analysis of Market Behavior and Future Prospect, T May Also
Provide an Opportunity to Coca Cola to Frame a Good Future Plan to Satisfy Maximum
Needs of the Customers and Established It's Guiding Role in the Market of Delhi,
Ghaziabad, City in Particular and Through Out the Country As a Whole. The Study
Report Will Also Provide an Opportunity to Delineate It's Market Potential Business
Areas, Products & Services Are to Be Offered by the Company to the Customers.
This Study Report Also Provides the Various Factors Affecting the Services. Marketing
Division of Coca Cola has to Keep in Mind Various Factors Specially While Preparing a
Plan for Marketing It's Product or Services. Detail Description Along with Analysis of
Surveyed Data Is Being Presented in This Report
Table of Contents
Preface........................................................................................4
Chapter 1:- Inroduction
1.1 Executive Summary ..7
1.2 Literature Review..8
1.3 Abstract..10
1.4 Company Profile..11
1.5 Product Profile14
1.6 Objective of Study .18
1.7 Research Methodology...19
Chapter 2:- Data Analysis and Interpretation
2.1 Analysis 20
2.2 Findings..38
2.3 Suggestion...39
2.4conclusion...40
2.5 Limitation 41
2.6 Bibliography42
2.7 Annexure...43
page No.
TABLE1 21
TABLE2.... 23
TABLE3....24
TABLE4.. .25
TABLE5....26
TABLE6....27
TABLE7....28
TABLE8....29
TABLE9....30
TABLE10..30
TABLE11..32
TABLE12..32
TABLE13..34
TABLE14..34
TABLE15..37
TABLE16..37
FIGURES
FIGURE1.. 21
FIGURE2..22
FIGURE3..23
FIGURE4..24
FIGURE5..25
FIGURE6. 26
FIGURE7. 27
4
FIGURE8..28
1. Executive Summary
The Objective of the Project Is to Know the Consumers Preferences for Cola Drinks, To
Study the Market Potential of Coca Cola and the Report Contains a Brief Introduction of
Coca Cola. The Company Coca Cola has Interests in Various Sectors and They Provide
Consistent Quality Products to Meet Our Costumers Requirement Worldwide.
This Report Clearly Mentions Objective of the Study and the Research Methodology
Utilized. Both Primary Data and Secondary Data. The Data Collection Method Used Is
Structured Non Disguised Questionnaire in Which the Types of Questions Used Are Open
Ended, Multiple Choice and Close Ended.
The Report Contains a Detailed View of the Tasks, Which Have Been Undertaken to
Analyze the Market of Coca Cola. Various Sets of Questionnaire Have Been Prepared to
Know the Preferences of Consumers About the Coca Cola. Some of the Research Areas
Are Delhi, Ghaziabad. This Project Reveals One of the Important Findings Like More
and More Displays of the Window Hiring and Can Be Given to the Retail Outlets As It
has Been Said That jitna Dikhega Utna Bikega. To Increase It's Consumption, More
Schemes Like seasonal Schemes And Other Schemes Can Be Given to the Consumers.
A Detailed Survey of the Consumers Was Carried to Find Out Their Preferences for Coca
Cola. The Details of the Methodology Are Stated Below.
Areas Are Delhi, Ghaziabad Research Design: Exploratory and Descriptive. Sources of
Information Are Primary and Secondary Data. Data Collection Method Structured Non
Designed Questionnaire.
Types of Questions Used Open Ended, Multiple Choice and Close Ended. Sampling
Method Is Random Sampling.
In This Study I Found That Most of the Consumers Prefer Pepsi As Their 1st Preference
and Then Coca Cola.
Literature Review:
1-A Study of Factors Responsible for Brand Preference in Fmcg Sector
The Purpose of This Paper Is the Study of Factors Responsible
for Brand Preference in Fmcg Products, Increasing Competition,
More Due to Globalization, Is Motivating Many Companies to
Base Their Strategies Almost Entirely On Building Brands.
Brand Preference Means to Compare the Different Brands and
Opt for the Most Preferred Brand. This Brand Preference Is
Influenced by Various Factors.
According to This Study Many Factors Were Find Out for Preferring a Brand Like
Brand Persona
Brand Constancy
Brand Loftiness
Brand Value.
In the Identification of Factors Affecting the Brand Preference, It Was Concluded That
Brand Persona Is the Most Effective Factor That Affects the Brand Preference. This
Brand Persona Deals with the Personality Aspects or the External Attributes of Brand,
Thus It Can Be Said That Consumer Prefer Any Brand by Looking at the External
Attributes of a Brand.
-Journal of Ims Vol 5 No.1, Jan-June 2008
The Global Flavours Market Was Been Valued at Some Us$18bn in 2006 (Business
Insights). Meanwhile, The Value of the International Colourings Market Was Estimated at
Around $1.15bn in 2007 (731m), Up 2.5 Per Cent From $1.07bn (680m) In 2004,
According to Leatherhead Food International (Lfi). Natural Colours Now Make Up 31
Per Cent of the Colourings Market, Compared with 40 Per Cent for Synthetics,
According to Lfi.
4- Paired Preference Tests Using Placebo Pairs and Different Response Options
for Cola Drinks, Orange Juices
Preference Tests Were Performed for Varieties of Cola Drinks, Orange Juices and Using
Three Response Protocols: The Traditional Paired Preference Test with the "No
Preference" Option, A 9-Point Hedonic Scale and a 6-Point Hybrid Hedonic/purchase
Intent Scale. The Different Stimuli to Be Assessed Were Presented in Pairs, But
Putatively Identical Stimuli Were Also Presented As a "Placebo" Pair. Performance On
the Placebo Pair with Identical Stimuli Provided a Measure of the Hidden Demand
Characteristics of the Test Protocol. The Presentation of the Different Pairs Provided a
Measure of Preference Accompanied by Such Hidden Demand Effects. Comparison
Between the Two Allowed a Better Measure of Preference Per Se. The Order of
Presentation of the Identical and Different Pairs Did Show Occasional Slight Evidence of
Contrast Effects. For the Placebo "Identical" Pairs, A Majority of Consumers Reported
False Preferences. Liking Questions with the Hedonic and Hybrid Scales Elicited Fewer
False Preferences Than Preference Questions with the Paired Preference Protocol. Yet,
The Effects Tended to Be Slight. The 6-Point Hedonic/purchase Intent Scale Exhibited
the Fewest False Preferences in the Placebo Condition, And This Was Because of It's
Fewer Categories Rather Than Any Cognitive Strategy Change Elicited by It's Different
Labels.
Source-Davis Womans
Journal of Food Science and Technology, July 31, 2007
The Highly Educated Rural and Urban Respondents Have High Degree of Brand
Awareness for Many Food Products, And the Less Educated Rural and Urban
Respondents Have Low Degree of Brand Awareness for Many Food Products.
- Journal of Ims Vol 3 No.1, Jan-June 2007
3.Company Profile
3. Company Profile
Douglas N. Daft Was Elected Chairman, Board of Directors, And Chief Executive Officer
of the Coca-Cola Company On February 17, 2000. Mr. Daft Is the 11th Chairman of the
Board in the History of the Company. Mr. Daft, 60, Joined the Company in 1969 As
Planning Officer in the Sydney, Australia Office. He Held Positions of Increasing
Responsibilities Throughout Asia and in 1982 Was Named Vice President of Coca-Cola
Far East Ltd.
In December 1988, Mr. Daft Was Named President of the North Pacific Division and
President of Coca-Cola (Japan) Co., Ltd. He Moved to the Company's Atlanta
Headquarters in 1991 To Assume the Responsibility of President of the Pacific Group and
in 1999 His Responsibilities Were Expanded to Include the Company's Africa Group,
And Schweppes Beverage Division, As Well As the Middle and Far East Group. Mr. Daft
Was Elected President and Chief Operating Officer of the Coca - Cola Company in
December 1999. He Serves On the Boards of Sun Trust Banks, The Boys & Girls Clubs
of America, Catalyst, The Cerge-Ei Foundation(Center for Economic Research and
Graduate Education - Economics Institute) In the Czech Republic, The Lauder Institute
for Management and International Studies at the University of Pennsylvania, The Prince
of Wales International Business Leaders Forum, The Grocery Manufacturers of America,
The British - American Chamber of Commerce, The G100, The Woodruff Arts Center,
10
The Commerce Club, And the Mcgraw-Hill Companies. Mr. Daft Is a Trustee of Emory
University, The American Assembly and the Center for Strategic & International Studies.
He Is Also a Member of the Trilateral Commission, The Business Council, And the
Business Round Table. Mr. Daft Received a Bachelor's Degree in Mathematics From the
University of New England and a Post-Graduate Degree in Administration From the
University of New South Wales. He Holds an Honorary Doctorate in International Law
From Thunderbird, The American Graduate School of International Management.
History of Cola
The Cola Industry has Phenomenal Possibilities for Rocketing Profit Growth Inspite of
the Sign of Relief Heaved by the Manufacture at the Abrupt Sensational Termination of
Coca Cola Monopoly the Tastes of Cola Is by No Means Extinguished the Coca. Cola
Have a Status Symbol to It..., Generated by the Sub Standard, Penetrated, Advertising
and Extensive Distribution Network.
Total Soft Drink Segment Is Growing at the Rate of 10% Per Year Still If International
Standard Area Considered the Per Capita Consumption of Three Serving in Rock Bottom,
Less Than Even Our Neighbors Pakistan and Bangladesh, Where It Is Four More As
Much. So with Kind of a Market Potential Coke Entered in India in 1991 After the
Permissions of Setting Up Britico Food Company to Coke Was Granted by the
Government in Pune in 1992 The Plant Was Established for Is Deducted Then the Bottle
Are Taken Out of the Line And
Cleaned Again or Rejected.
11
The Most Important Step Is the Mixing of Drink Concentrate Dissolved in the Soft Water
the Sugar Syrup at the Same Time. Carbon Dioxide Is Passed in the Drink to Produce a
Fizz.
After the Crowing of the Bottle the Crown Contains the Manufacturing Data Batch
Number and Time.
4. Product Profile
12
Ingredients
Cola
Orange
Fruit Juice
Cloudy
Lemon
Pack
Product
Company
Cola
Flavour 200ml.
Carbonated Water 300ml.
Sugar
500ml.
1 Litre
1.5 Litre
2 Litre
Coke,
Thumsup
Coca-Coal
Pepsi
Pepsi
Fanta
Coca-Cola
Mirinda
Pepsi
Mango
Treated
Sugar
Maaza
Coca-Cola
Slice
Pepsi
Limca
Coca-Cola
Mirinda Lemon
Pepsi
Pulp+ 250 Ml
Water+
13
2 Litre
Clear
Lemon
Sprite
Coca-Cola
7Up
Dew
Pepsi
5. INTRODUCTION OF
RESEARCH WORK
14
15
16
Research Methodology
A Detailed Survey of Consumers Was Carried Out to Find Out Their Preferences for
Coca Cola the Details of the Methodology Are Stated Below:
Areas:
Delhi (Gk-1, Gk-2, Laj Pat Nagar, Nehru Nagar, Saket)
Ghaziabad (Gandhi Nagar, Kavi Nagar, Raj Nagar, Shastri Nagar,
Kaushambi)
Type of Research
Exploratory Research
Descriptive Resarch
Research Question
Consumer Preferences for Bingo
Sampling Technique
Convenience Sampling
Sample Size
:
800
Samplings Areas
:
Delhi,Ghaziabad
Primary Data
:
Responses
Through
Questionnaires
Conducted
Interviews
Secondary Data
Personal
with
the
Respondents .
Websites .
17
News Papers
Research Tools Chi Square Test
Friedman Test
6. ANALYSIS AND
FINDINGS
18
Valid
Total
Male
Female
406
394
800
51.0
49.0
100.0
51.0
49.0
100.0
Frequ
ency
Perce
nt
Valid
Percent
51.0
100.0
Cumulati
ve
Percent
Fig 1
Table1
19
Out of 800 Consumers, 51% Are Males and Only 49% Are Females.
Fig2
20
Valid
Total
Profession
al
Businessm
an
Service
Student
Any Other
Frequen
cy
Valid
Percent
Cumulativ
e Percent
Percent
100
13.0
13.0
18.0
75
9.0
9.0
22.0
210
390
25
800
26.0
49.0
3.0
100.0
26.0
49.0
3.0
100.0
48.0
97.0
100.0
100.0
Table2
21
Fig3
Valid
Total
Yes
No
Frequen
cy
Percent
774
97.0
26
3.0
800
100.0
Valid
Percent
97.0
3.0
100.0
Cumulativ
e Percent
97.0
100.0
Table 3
22
Fig4
Out of 800 Respondents, 97% Of Consumers Buy Cold Drinks and Only
3%of Them Do Not Buy
Frequency
Valid
Coke
Pepsi
7 Up
Sprite
Fanta
Mazza
Thumsup
Percent
Valid Percent
Cumulative Percent
151
18.8
18.8
18.8
142
17.75
17.75
36.55
96
12
12
48.55
89
11.12
11.12
59.67
69
8.6
8.6
68.27
67
8.3
8.3
76.57
186
23.2
23.23
100.0
23
Total
800
100.0
100.0
Table4
Fig5
19% Respondents Prefer Coke, 18% Prefer Pepsi, 12% 7up, 11 % Of Them
Prefersprite, 9%fanta, 8% Prefer Mazza, And 23% Prefer Thumsup.
Valid
Brand
Name
Taste
Brand
Ambassad
or
Packaging
Easy
Avialability
Price
Any Other
Total
Frequen
cy
Percent
Valid
Percent
Cumulativ
e Percent
160
20.0
20.0
20.0
204
25.0
25.0
45.0
88
8.0
8.0
158
10.0
10.0
63.0
66
16.0
16.0
79.0
124
8
800
20.0
1.0
100.0
20.0
1.0
100.0
99.0
100.0
53.0
24
Table 5
Fig6
Valid
Total
Yes
No
Frequen
cy
Percent
782
98.0
18
2.0
100
100.0
Valid
Percent
98.0
2.0
100.0
Cumulativ
e Percent
98.0
100.0
Table 6
25
Fig7
Out of 800 Consumers 98% Have Seen the Advertisement and Only 2%
Have Not Seen the Advertisement of Any Cola Drinks
Frequency
Valid
Total
Percent
Valid Percent
Cumulative Percent
Coke
189
27.0
27.0
27.0
Pepsi
188
28.0
28.0
55.0
7 Up
84
16.0
16.0
71.0
Sprite
48
21.0
21.0
92.0
Fanta
32
4.0
4.0
96.0
Mazza
78
3.0
3.0
99.0
Thumsup
181
1.0
1.0
100
Total
800
100
100
Table 7
26
Fig8
Valid
Total
Creativity
Brand
Ambassad
or
Idea of
Delivering
Message
Frequency
of Add
Logical
Reason
Frequen
cy
Percent
194
24.0
Valid
Percent
24.0
Cumulativ
e Percent
24.0
196
25.0
25.0
49.0
90
11.0
11.0
60.0
204
25.0
25.0
85.0
116
15.0
15.0
100.0
100
100.0
Table 8
27
Fig9
Observed N
Coke
Pepsi
7 Up
Sprite
Fanta
Mazza
Thumsup
Expected N
Residual
151
114.3
105.7
142
114.3
-101.3
96
114.3
-26.3
89
114.3
75.7
69
114.3
63.7
67
114.3
-84.3
186
114.3
-110.3
28
Total
800
Table 9
test Statistics
Connections
Chi-Square(A)
447.260
Df
Asymp. Sig.
.000
A 0 Cells (.0%) Have Expected Frequencies Less Than 5. The Minimum Expected Cell Frequency Is 114.3.
Table 10
29
Coke
Pepsi
7 Up
Sprite
Fanta
Mazza
Observed N
Expected N
Residual
189
133.3
-45.3
188
133.3
-67.3
84
133.3
30.7
48
133.3
-9.3
32
133.3
75.7
78
133.3
15.7
30
Thumsup
181
Total
Table 11
test Statistics
Connections
Chi-Square(A)
101.905
Df
Asymp. Sig.
.000
A 0 Cells (.0%) Have Expected Frequencies Less Than 5. The Minimum Expected Cell Frequency Is 133.3.
Table 12
31
3. Friedman Test
ranks
Mean Rank
Packaging
Brand
Taste
Easy Avialability
Ambassador
5.11
6.00
6.90
2.00
3.00
32
Price
Other
3.99
1.01
Table 13
test Statistics(A)
N
Chi-Square
Df
Asymp. Sig.
800
4718.549
6
.000
A Friedman Test
Table 14
H0- There Is No Significance Difference Between All the Factors.
H1-There Is a Significance Difference Between All the Factors.
If H0 <.05 Our Null Hypothesis Is Rejected and in This Case H0 Is Rejected.
That Means Consumers Prefer Any Mobile Connection On the Basis of Certain
Factors.
In This Case As
The Mean Rank of Taste Is 6.90 Means Most of the Consumers Purchase Drinks Because
the Taste.
And the Mean Rank for Easy Availability Is 2.00 (After Any Other Factor) That Means
Consumers Dont Care About Easy Availability While Purchasing Cold Drinks
The Sequence Of
Their Purchasing Preference Is
Taste
Brand Name
Packaging
Price
33
Brand Ambassador
Easy Avialability
Any Other
Mean Rank
Creativity
3.91
Brand Ambassador
4.23
Idea of Message
1.10
Frequency of Add
4.62
Logical Reason
2.43
34
Table 15
test Statistics(A)
N
Chi-Square
Df
Asymp. Sig.
800
4626.647
6
.003
A Friedman Test
Table 16 .
H0- There Is No Significance Difference Between All the Factors to Remember the
Advertisement.
H1-There Is a Significance Difference Between All the Factors to Remember
the Advertisement
If H0 <.05 Our Null Hypothesis Is Rejected and in This Case H0 Is Rejected.That
Means Consumers Remember the Advertisement of Any Cola Drink Because of
Some Factors, In This Case As
The Mean Rank of Frequency of the Advertisement Is 4.62 Means Most of the
Consumers Remember the Advertisement Because the Frequency of the Add,
And the Mean Rank for Idea of Delivering the Message Is 1.10 That Means Consumers
Dont Care About the Idea of Delivering the Message.
35
Major Findings
1. Out of 800 Consumers, 51% Are Males and Only 49% Are Females.
2. Maximum Number of People Surveyed Is Below 15 Years
3. Out of 800 People 13%are Professionals, 9%are Businessman, 26%are
Serviceman, And 49% Are Students.
4. Out of 800 Respondents, 97% Of Consumers Buy Cold Drinks and Only
3%of Them Do Not Buy.
5.19% Respondents Prefer Coke, 18% Prefer Pepsi, 12% 7up, 11 % Of
Them Prefersprite, 9%fanta, 8% Prefer Mazza, And 23% Prefer Thumsup
6.25%people Purchase Cold Drinks Because of Taste,20% People Purchase
Cold Drinks Because of Brand Name,20% People Purchase Cold Drinks
Because of Packaging,15% People Purchase Cold Drinks Because of Price ,
11% People Purchase Cold Drinks Because of Brand Ambassador 8%people
Purchase Cold Drinks Because of Easy Avilability1%people Purchase Cold
Drinks Because of Any Other Reason.
7. Out of 800 Consumers 98% Have Seen the Advertisement and Only 2%
Have Not Seen the Advertisement of Any Chips
36
8. Suggestions
On the Basis of Above Study Following Suggestions Can Be Given:
Perform a Detail Demand Survey at Regular Interval to Know About the Unique
Needs and Requirements of the Customer.
The Company Should Make Hindrance Free Arrangement for It's
Customers/retailers to Make Any Feedback or Suggestions As and When They
Feel.
The Company Should Focus to Bring Some More Flavours and Variety of
Schemes Rather Then Bring Second and Repeat Same Old One. It Is Always
Better to Be First Than Being Better.
The Company Must Be Aware of and Keep at Least the Latest Knowledge of It's
Primary Competitors in Market and Try to Make a Perfect Anticipated Efforts to
Meet the Same
The Company Should Also Use Time to Time Some More and New Attractive
System of Word of Mouth Advertisement to Keep Alive the General Awareness in
the Whole Market As a Whole.
The Company Should Be Always in a Position to Receive Continuous Feedback
and Suggestions From It's Customers/ Consumers As Well As From
37
The Market and Try to Solve It Without Any Delay to Establish It's Own Good
Credibility..
The Visibility of Any Product Plays an Important Role in Making the Customer,
Aware About It and Is Vital for the Growth and Development of Any Product.
For Their Advertisement They Can Also Introduce a Brand Ambassador, Because
Most of the Consumers Remember Advertisement Because of Their Brand
Ambassador.
A Strong Watch Should Be Kept On Distributors Also, Because in Some Cases
They Are Found to Be Cheating the Retailers and Affecting the Goodwill of the
Brand.
9. Conclusion
During the Course of the Project I Realized That the Customer Willingly Answered the
Closed End Questions.
From the Analysis of the Data Collected and From the Experiences I Have Reached the
Following Conclusions:
Coke Is Most Popular Amongst It's Users Mainly Because of It's Taste, Brand Name,
Innovativeness Thus It Should Focus On Good Taste so That It Can Capture the Major
Part of the Market. But Most of the Consumers Prefer Thumsup As Their 1st Preference,
Then Coke
We Come to the Conclusion That Visibility Affects the Sales of Project in a Very Special
Way. And in Terms of the Advertisements Lays Is Lacking Behined,.Mostly Consumers
Remember the Advertisement Because of the Frequency of Add and Brand
Ambassadors ,Creativity.
After Acquiring a New Customer, There Is Lot of Importance of It's Retention Also. This
Can Be Done Only by Providing Extra Flavors and Good Taste
In Todays Scenario, Customer Is the King Because He has Got Various Choices Around
Him. If You Are Not Capable of Providing Him the Desired Result He Will Definitely
Switch Over to the Other Provider. Therefore to Survive in This Cutthroat Competition,
You Need to Be the Best. Customer Is No More Loyal in Todays Scenario, So You Need
to Be Always On Your Toes.
38
The Findings Are Based On the Survey Conducted in the Month of December and
January; The Results May Vary in Other Months.
11. Bibliography
Text Books:
Kotler Philip, marketing Management, Pearson Education.
Beri G.C, marketing Research, Third Edition.
Cooper Donald R. & Shindler Pamela S, business Research Methods
Tata Mcgraw-Hill Edition Eighth.
Schiffman Leon G. & Kaunk Leslie Lazar, consumer Behavior Pearson Education,
Eighth Edition.
Eonomic Times
Websites:www.Coca Cola.Com
Www.Pepsi.Com
Search Engine :www.Google.Co.In
Annexure
Questionnaire
1.Name: ..
Gender- Male Female
Address
Occupation
Professional
Businessman
Service
Student
Any Other
2. Age : 15-20 21-35
36-45 46-55
55 And Above
41
5. About Cola Drink What Do You Like the Most?(Please Rate Them
From 1-6)
Brand Name
Taste
Easy Availability
Packaging
Price
Brand Ambassador
Any Other (Please Specify)
6. Have You Seen Any Advertisement of Any Cola Drinks?
Yes No
7. Advertisement of Which Cola Drinks Do You Remembers the Most?
Coke
Pepsi
7 Up
Sprite
Fanta
42
Mazza
Thumsup
8. What Attracted You in the Advertisement?( Please Rate Them From
1-3)
Creativity
Brand Ambassador
Idea of Delivering the Message
Frequency of Add
Logical Reason
9. Have You Decided to Purchase Any Connection After Watching the
Advertisement?
Yes No
Any
Suggestions:::::::::::::
43