coca cola 1 project

8/9/2019 COCA COLA 1 PROJECT

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INTRODUCTION

The world is getting smaller day by day. As trade barriers

among nations get reduced, communication, travel and transport

-becomes more easy customer needs across the world are gelling

homogenized Global marketing is the only way to satisfy these

needs. _ After the opening of the Indian Economy in 1991 several

Multi National Corporations have been entering the Indian market.

This time the situation is different from the one that existed in thepre-1977 period and MNCs known it. There is competition between

all these companies. The battle field there is customers mind and

the rival forces one competitor firms different promotional tools are

used by them to effectively communicate with their target groups.

India with a vast population of 100 crores is the second most

populated country in the world with rapid urbanization and

development of economy, tastes and interests of people are

changing fast. So India has a potential to grow as one of the largest

consumer market in the world. No MNC can offer to alienate itself

from tapping this market.

Marketing is about winning in this new environment, it

concerns itself with the whole combination of consumer satisfaction,

which deals with the choice of one brand in preference to another. In

other words, Marketing is an art of winning the best heart of

consumers.

But today the Indian fruit soft drink market is floating with a

variety of soft drinks provided by companies. Mainly two fruit soft

drinks giants Sunfill and Rasna. Are vying with each other to tap the

Indian Market.


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And the existing soft drink channel profile in Hindustan Coca-Cola

Beverages Pvt. Ltd. Patna unit is such that 100% of the volume comesthrough different channels i.e.

Sr. No. Channel Percentage

1. Eating and drink channel [48%]

2. Pan Dukan channel [15%]

3. General store channel [5%]

4. Grocerry channd [25%]

5 . Others [7%]

The Coca-Cola company pushed its product Sunfill, through these

channels in the market in order to attract the consumers. It produces

its product in different size, pack and different flavors like orange,

mango, lemon, & pineapple.

***

ii


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PURPOSE OF THE STUDY

The propose of study is to bridge the gap between theoretical

knowledge and practical knowledge and to learn some practical

knowledge in course of doing the project study. As we know that there

is a little use or importance of theoretical knowledge without its

practical implementation.

This study has been undertaken to analyze the consumer

behavior about the product of Coca-Cola in Patna. In India Soft drink

market is past few years are flooded with different flavors and there

are two ma jor factor during preferring a soft drink with much

competition among different entrepreneurs producing similar products.

The study is aimed about to know consumers creation what they feel

after consume the product of coca-cola, how they react.

OBJECTIVES OF THE STUDY The study has been conducted to have comparative view of the

consumers buying behavior in the products of Coca- Cola. The specific

objectives for which I have undertaken my study are ;-

(i) To Search out the main consumers or buyers of Coca-Colarange of products and their preference.

(ii) To find out the present and potential consumers / buyers.

(iii) To find out consumer preference for package size, varietiesof soft drink and Brand.

(iv) To find out the frequency of purchasing power.


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IMPORTANCE OF THE STUDYAlthough this study has been conducted at small level yet the

findings and suggestion of it will help the management of the

organization in producing soft drinks buyers decisions arc strongly

influenced by variables like cultural influence traditions or beliefs,

social factor, and personal factors like demographic, self-concept, life

style personality which guide the individual's behavior.

Today a theory without practical is of very little use. Theory

provides only the foundation stone of truth lying in theory. AnyKnowledge 'cannot be claimed as perfect unless and until there is

healthy synthesis of theory and practical. In order to ascertain the

sales and market share of the company we must need practical work.

The course doesn't answer to all problems which arises in practical

field. A right decision at the right lime itselfhelps the organization to

run smoothly.

So finding the solution of the problem, right decision making and

Knowledge of different types of marketing activities gives much

importance to the study.

The study will be very helpful for the company in the form of

increase its sales and grab more market shares through knowing about

consumers reaction towards the product and consumer needs and

wants. Company can mend itself according to buyers choice.


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SCOPE OF THE STUDY

As civilian grown, the taste and need of people also changes.India is not an exception to it. It is one of the largest common market

in the4 world with a population of nearly one billion. The tastes, need

and attitude of the people have changed with the advancement in the

standard of living.

Soft drink is a typical common product which in generally

purchased by consumers for quenching thirst in summer and also to

have cooling refreshment. As far as the market of soft drink is

concerned is facing cut throat competition because of large number of

soft drink is viable in the market.

Marketing as a concept, is being utilized to win as a king in this

kind of competitive situation, it is about understanding the consumers

need and want and then supplying ones product more effectively and

efficiently than the competitors. Marketing can be called both as aphilosophy and technology. As a philosophy it provides concept of

various Marketing activity and as a technology it suggest to fulfill the

maximum satisfaction level of the consumers.

There is very keen competition between Coca-Cola and Pepsi-

Coca-Cola range of products has a good market in Patna. It is preferred

by all age groups than the other brands.


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METHODOLOGY

The basic need of any research is to analyse data and themethods of collecting it. Data, an information on the basis of which

inferences are drawn, therefore data becomes a very important factor

in research study.

The main purpose behind framing a methodology is to describe

the research procedure which includes research design, Data source}

Data collection method, Research instruments and sampling plan .

RESEARCH DESIGN

This is a comprehensive master plan of the study undertaken, .

giving a general statement of the method used and procedure

followed. It helped the researcher to ensure that the requisite data in

accordance with the topic in hand was collected accurately and

economically.

The topic of the study" A market survey of consumer behavior/

preference for soft drinks with special reference to pepsi and coca- cola

at Patna Central. " was descriptive in nature. It is a kind of study which

is undertaken when the researcher is interested in knowing the

characteristics of certain" groups such as sex, educational level,

occupation, income etc.The purpose of such a study is to ensure the"Who, what, when, where, and how" ofthe subject undertaken.

Thus the Research design used for study was Descriptive

research design.


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DATA SO URCE

The various source of formation can be broadly divided into two

categories.

(i) Primary Source (ii) Secondary Source

PRIMARY SOURCE

Source From where first-hand information are gathered directly

are called primary source and information thus collected is called

PRIMARY DATA. In case of the above study the primary source was -

CONSUMERS

SECONDARY SOURCE

The source of informations, already gathered for purposes are

available is called secondary sources, and such data already collected

earlier are called SECONDARY DATA. With regard to my study

secondary sources were record of the company, magazine and papers.

DATA COLLECTION METHOD

The following methods are widely used for collecting data :

1. Survey method

2. Observation method

3. Experimental method

In the above mentioned methods, survey and observation

method were mainly used for the undertaken topic. Keeping in mind

the limitation of experimental and mailed questionnaire method,

survey method was mostly used for collecting data through personal


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interview with the help of a framed questionnaire in case of

consumers.

MARKETING R ESEARCH

Marketing as a functional area of measurement is becoming

increasingly important as compare to other fields . All decisions in

modern business organization revolve around the marketing

information. This information can be collected and utilised . using

marketing research techniques. Marketing research includes all the

activities that enable an organisation to obtain the information. It

needs to make decisions about its environment, its marketing mix

(Price, Product, Place, and Promotion. People, Physical evidences

process) and its present and potential customers and consumers. More

specifically, marketing research is the development, interpretation and

communication of decision oriented information to be used in the

strategic marketing process.

The most valid and complete definition of marketing research is

given by American Marketing Association is as follows.

Marketing research is the function which links the common

customer and public to the marketer through information used to

identify and define marketing opportunities and problems, generate,

refine and evaluate market action, monitor marketing performances

and improve understanding of marketing as a process"


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RESEARCH AND METHODOLOGY USED

"Marketing research specifies the information required to

address these issues, design, the method for collecting

information, manages and implements the data collection

process, analyses the results and communicate the findings and

their implications".

Marketing Research has become most important tool for

decision making in marketing due to the following reasons:

(i) Marketing Research is a media to fill the gap between

producers and consumers.

(ii) It provides correct and reliable information about

customers, competitors and one's own activities to manage,

so that huge amount spent on marketing activities be

utilised properly.

(iii) Since modern business is customer-oriented, It provides the

producer a systematic and analytical approach based on an

assessment of customer requirements, which helps the

producer in the maximisation of net profit by producing

such product that ful-fil the customer's utmost level of

satisfaction.

Thus marketing research is a systematic, gathering

recording and analysis of data about the problem facing the

company. It helps the marketing manager develop and analyse

new informations which is further helpful in developing marketing


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strategies. Now it can be said that marketing research covers a

very wide variety of activities ranging from analysis of market

potential and market share to study the customer satisfaction

and purchase intention.

As far as retailers are concerned besides survey,

observation method was also used to get some data by watching

the preferences of both the consumers and the dealing of

retailers.

RESEARCH INSTRUMENT

In this regard and instrument refers to the means by which

research is conducted, in the given study the means were

questionnaire. In the case of all the respondents i.e. Consumers

were used. Itcontains both open and closed type (Di-chotomous,multiple type choice) questions. A sample of blank questionnaire

is attached with this report in the appendix.

SAMPLING PLAN

The sample was choosen at random. It was stratified

random sampling. A sample size of 50 respondents were taken.

They were divided into different age groups.The sampling unit in

Patna Central for which this sample size was considered a fair

representative for this urban inhabitants. The sample was

consisted of sub-samples drawn from different income groups,

professions, sex and age group etc.The following formula for data analysis & Interpretation the

researchers use.

% (percentage) = No. of Respondents x 100Total No. Of respondents


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LIMITATION OF THE STUDY

It is a common knowledge that there is no human effortwithout its drawbacks. Each and every project has limitations.Although I have tried to collect the data with full sincerity andbest ability without any bias or prejudices, yet this project hassome limitation. The purpose of mentioning these limitations isnot to diminish the quality of the rep0l1 but to enable the readersto form a more accurate interpretation of the result than theywould otherwise do. It has the added advantages of givingconfidence in the result present.

The whole, work is based among custmer of Patna Centraland Patna South (Maurya Lok, Kankarbagh, Rajendranagar,Gandhi Maidan, S:K. Puri e.t.c.) areas.

The surveyed area is just a central pat1 of Patna, So itcannot be generalized on the state or national level The surveyedarea is just a small division of the large market.

The other limitations of the study are:

* Sample size was limited to 50 in Patna Central reason

due to some constraints.* Duration of study also limited further study field wise.

* Finding of the study which was done only at PatnaCentral may not be applicable to all pat1S because ofconsumer's preference / behaviour vary from place toplace depending upon socio Economic and educationalbackground

* Some consumers presented their baised opinion whichput hindrance in the interpretation.

But the limitation has been judiciously counted balance asfar as practicable however the research of this type cannot beabsolutely fixed is a perpetual frame work of item inspite of someinherent limitation I think that the report is useful andpresentable.


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A BRIEF PROFILE OF A WORLDWIDEBUSINESS

The Coca-Cola Company is the worlds largest beverage

company and is the leading producer and market of soft drinks.

The company markets four of the worlds top five soft drink

brands:

Coca-Cola (the worlds number one soft drink and best-

known trademark), diet Coke, Fanta and Sprite. Through theworlds largest and, most pervasive distribution system,

consumers in nearly 200 countries enjoy the companys products

at a rate of more than 834 million servings a day.

By contract with the Coca-Cola company or its local

subsidiaries, bottling companies are authorized to package and

sell our soft drinks within certain territorial boundaries and under

conditions that ensure the highest standards of quality and

uniformity.

The Company takes great pride in being a worldwide

business that is always local. Bottling and canning plants are,

with some exceptions, locally owned and operated by

independent business people who are native to the countries in

which they are located.

The company supplies bottlers with syrups, concentrates

and beverage bases and actively engages in management

assistance to help ensure the profitable growth of the bottlers

business. Bottlers are offered a broad range of business support


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services from the company, in such areas as product quality

control, marketing, advertising, engineering, finance and

personnel training.

That happens to be headquartered in the United States.

With decades of experience in international business, the

Company has mastered the challenges of marketing and

advertising to a vast world population. The messages are not

simply translated but tailored to suit local cultures. Even within a

single country, like the United States, the Company reaches

different audiences in different ways, to make sure that no

segment of the population misses the message that company

products are special, different and better.

More than 100 years have passed since the first glass of

Coca-Cola was served in an Atlanta Pharmacy. Today the Coca-

Cola company still offers consumers a simple moment of

pleasure- a pause that refreshes people across the globe

hundreds of millions of times a day.


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FACTS ABOUT THE COCA-COLA

The history of the worlds largest beverage company is

more than a century. The Coca-Cola Companys world

headquarter is in Atlanta, Georgia.

On 8th May 1886 was particular day when the pharmacist

Dr. John Styth Pemberton made the worlds favorite soft drink. He

stirred the fragrant caramel colored syrup in a three-legged brass

kettle and carried a jug of his formulation down the street to

Jocobs Pharmacy. That same day the new product made its

debut as a soda fountain drink for five cent a glass. At same point

by accident or design, carbonated water was mixed with the

syrup to create what be would becomes the worlds favorite soft

drink. Dr. Pembertons partner and bookkeeper Frank M.

Robinson, suggested the nasyw Coca-Cola, it has two cs that

look well in advertising an they penned the famous trademark in

his familiar script.

After making soft-drink, he began to advertise and first

he hung a simple oilcloth sign on the pharmacys awning

encouraged passers by to drink coca-cola, on May 29 1886 the

first advertisement appeared in the; newspaper the Atlanta

Journal pronounced Coca-Cola Delicious and refreshing. Now a

day this theme has got popular. In 1886 the average sale was 9drinks per day.

Dr. Pemberton had never thought about the potential of

the beverage, which he has created. After the demise of

Pamberton in the year 1888, an Atlanta druggist and

businessman. Asa G. Dandier heavily purchased the outstanding


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shares of the Coca-Cola an in 1891; he invested $2300 and

acquired Complete control.

Mr. Cadler has a lot of Knowledge about marketing. Hepioneered the concept of couponing by distributing

complementary glasses of Coca-Cola. He also aggressively

promoted the beverage on such items as calendars, outdoor

posters, painted walls, serving; trays, soda fountain urns; an

clock, sales increased; ten folds. The trademark Coca-Cola was

first registered in the United State Patent office on January

30,1883 and has been renewed periodically. In 1884,thecompany opened its first syrup manufacturing plant outside

Atlanta in Dallas, Texas. The following year plant opened in

Chicago and Los Angeles. And three years after the Coca-Cola

Companys incorporation, Cadler announced in the annual report

Coca-Cola is now drunk in every state and territory in the United

States. In 1884, Merchant joseph A. Bie Denham of Vicksburg,

Mississippi, becomes the first bottle manufacturer of Coca-Cola.When he installed bottling machinery in his candy store. In 1899,

large scale bottling began when Benjamin F. Thomas and joseph

B.Whitehead of Chattanooga, Tennessee, secured from Cadler,

for $1, exclusive rights to bottle and sell Coca-Cola nearly

everywhere in he United States.

Their first bottling plant opened in Chattanooga, that

same year with the assistance of john T. Lupton. They than

contracted with other entrepreneurs to establish community

bottling; operation and exclusive territories to market Coca-Cola.

In 1919, the owner of the company again changed,

Cadler sold the Coca-Cola Company for $25 million to Atlanta


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banker Ernest Woodruff. Four years hence, Ernest Woodruffs 33

years old son, Robert was elected president of the Coca-Cola

Company. He reincorporated the business as Delaware

Corporation and 500,000 shares of common stock were sold

publicity for $40 share.

In 1960, the Coca-Cola Company purchased Minute Maid

Corporation, adding frozen citrus juice concentrates and adds

along with trademarks Minute Maid an Hie, into the Companys

beverage line.

In 1967 Duncan foods, a coffee product was acquired by

the company and Coca-Cola companys food division was formed.

Which was known as the minute Maid Company. From 1977 to

1983 the company produced a new product wine, and marketed

wine in the united State. In 1982 the company purchased

Belmont springs water corporation Inc. in the same year the

company pictures Entertainment, Inc. the company sold

belmount springs water corporation Inc. in 1989 and formed a

new subsidiary, Coca-Cola Refreshment, to manage the Brea

Mate compact soft drinks Dispenser business in United States.

In 1991, the company and Nestle S.A. formed a joint

venture company. It was established primarily to manufacture,

market and distribute ready to serve tea and coffee beverage

under the trademark Nestea and Nescafe respectively. This joint

venture was established on a worldwide basis with the exception

of Japan.

The Coca-Cola beverage was found in very simple way

but today presence is worldwide. It has a wonderful history on

which to build an exciting future, despite having many ups and


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downs in its way, it went on performing a touched the life of

consumers. The consumers around the world enjoy it, and thus its

remarkable success leads it to become a worldwide beverage.

The Coca-Cola Company began building its global

network in the 1920s. Now operating in nearly 200 countries and

producing hundreds of millions of serving a day, the Coca-Cola

system has successfully applied a simple formula on a global

scale provide a moment of moment of refreshment for a very

small amount of money hundred of millions of times a day.

The Coca-Cola system and its network of bottlers

comprise the most sophisticated, a pervasive production and

distribution system in the world. More than anything. that system

is dedicated people working long and hard to sell Coca-Cola Diet

Coke, Sprite, Fanta and other companys products. It is an

Australian father and son team who each week drives seven

thousand kilometers through Down under wilderness, delivering

Coca-Cola to isolated pockets of consumers. It is a 73-year old

Filipino who sells cold Coca-Cola in his towns market every day.

Refusing to leave until he sold at least 50 cases.

This unique worldwide system has made, Coca-Cola

company the worlds premier soft drink enterprise. The company

sells nearly half of all drinks consumed around the world. No

other company sells even half as much. As the system continues

to create a soft drink industry in developing markets, the

companys position of leadership will continue to grow.

From Boston to Beijing from Detroit to Delhi, from

Portland to Pune & from Montreal to Moscow,Coca-Cola more that

any other consumer product, has brought pleasure to thirsty


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consumers around the globe. For more than a century, Coca-Cola

has created a special moment of pleasure for hundred of millions

of people every day.

FACTS ABOUT COCA-COLA INDIA

Coca-Cola the worlds favorite soft drink, returned to

India after 16 year absences, on October 26th,1993, with its

launch in Agra. An agreement in March 1993, with the Parle

Group gave the Company instant ownership of Nations to soft

drinks brands, with access to Parleys 53-plant bottling networkan base for the rapid introduction of the Companys international

brands. This network remains out in Indians largest soft drink

bottling and distribution infrastructure reaching out in Indian

consumer through a universe of over 3,00,000 retail outlets

spread across the company.

As the leading producer and marketer of soft drink in

India the company leads the flavored carbonated soft drinkmarket. The Coca-Cola companys products in India include Coca-

Cola Fanta; Thums-up, Citra, and Maaza and now it has also

entered into mineral water industry with it product Kinley, giving

tough times to market leader Bisleri.

With a work force of ever 15,000 complemented by vast

network of indigenous suppliers, the company not only

contributes to the development of the Soft Drink industry, But to

the development of related industries and the economy as a

whole.

Over the last 5 years, Coca-Cola India has led the Indian

Soft Drink Industry through a series of innovative industry


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initiatives. These include up gradation of technical infrastructure

and talent enhancement of quality standards, improvements in

distribution system an stimulation of local entrepreneurs in the

market place for the benefit of the consumers.

FACT ABOUT THE COCA-COLA, BIHAR

The soft drink market in India is quite wide, the

production of soft drinks was stared on 27 the march with the

installation of Coca-Cola bottling plant of Jamshedpur under theauspicious guidance of late industrialist Shree Dharm Chand

Karmani named as steel city Beverage Ltd. The company

controlled the lions share in the soft drink market for nearly 12

years. Parle also entered in this field in Bihar with the installation

of a bottling unit in collaboration Mr. Rajendra Poddar in the

name of orient Beverages Ltd. In the year 1973, in 1979 with the

advent of Janta Party govt. it created trouble for coca-cola which

led to the withdraw of its operation from India.

After the withdrawn of Coca-Cola from India, the parle

monopolized the soft drink market in Bihar and took a lions share

of the market from the industry, even after Mc Dowels pure drink

and local drink enter into the market they could not compete

with parle.Once again with the liberalization of economy in 1991

pepsi foods Ltd. Entered in the Indian market.It started bottling

its products in Bihar by steel City Beverages (Now in Jharkhand)

on 24 March 1991


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Coca-Cola has purchased the Oriental Beverages and

renamed as Hindustan coca-cola Beverages to meet the cola

range of products. Thus coca cola has only one bottling plant in

Bihar.

The company has pioneered the introducing of image-

enhanced graphics and trademarked stackable, full depth plastic

crates and palletized loading for efficient distribution. Other

innovation include:

Date conding on returnable glass bottles.

Single and Multiserving Cans; PET and Glass

packages.

Child safe plastic closures.

Backpack Dispensers a can vending Machine.

Leading edge merchandising

equipment, including ice box coolers for small retail outletsand

Training for retailers in

merchandising techniques.

Training for retailers in merchandising techniques.


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DIVISION DIVISION DIVISION DIVISION DIVISION DIVISION

Company Setup

The Coca-Cola Company Atlanta

The The The The TheNorth Africa Middle Latin Greater

American Group & Far American Europe

Business East Group Group

Company

The Coca-Cola Company exists as 5 groups. Each group

is further classified into division, each of which directly report into

the Atlanta head quarters.

The Middle & Far East Group

Till 1994 Coca-Cola India was a part of the SCW division, under

the middle & East group. In 1998, Coca-Cola India (CCI)

Progressed to become a division, which is directly reporting to

Atlanta.


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INFRASTRUCTURE

The Government of India given permission to the Coca-

Cola Company to invest US $830 million in India. This investment

will be used to build new infrastructure for strengthening existing

infrastructure. As part of this agreement, the company was asked

to have a 3:1 export/ import ratio or a surplus of US $65 million.

The Coca-Cola system has invested over US $250 millionin India. In addition, Coca-Cola bottler, in upgrading production

and distribution facilities, has invested more than US $45 million.

Virtually all the goods and services required to produce

and market Coca-Cola locally, are made in India, Wherever

needed, assistances is provided to local suppliers, enabling them

to meet the companys rigorous quality standards. Contemporary

technology and internationally available know-how has also been

made available to bottlers and suppliers. In this way the company

contributes no only to the development of the soft drink industry,

but also to the development of related industries and to the

whole economy.

INNOVATION

As the leading edge of the beverage industry for over a

century, the coca-cola company and its India Partners introduced

a series of innovations in areas of production, distribution &

Marketing, never seen before in India.


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MARKETING

We are the

First to introduce canned and PET soft drinks in India.

First to introduce vending machines in India.

First to introduce backpack-dispensing system for in

stadium beverages to cricket spectators.

Image Enhanced graphics on signage, retail outlet walls and

delivery vehicles.

Image Enhanced graphics on signage, retail outlet walls and

delivery vehicles.

Leading edge merchandising equipment, including icebox

cullers that allow small retailers to serve ice-cold soft

drinks.

Pioneers in training for retailers in merchandising

techniques, such as product placement.

Larger single and refillable glass bottles offering consumer

more value.


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THEORETICAL PERSPECTIVE OF

THE STUDY.

Consumers are the king of the markets. All economic activity in

the market namely production, exchange, consumption are

governed, regulated and adjusted in accordance with the needs

and wishes of the consumers. Analysis of consumers behavior

has considerable importance in marketing management with the

changes up its Philosophy. In the early day.- there was basically

sellers market, very few products concentrated on quality and

reasonable price structure. With the emergence of more

competitors market started flooding with goods and services. So

each producer found it quite difficult to sell the goods in absence

of proper communication, convincing power along with the

quality & reasonable price.

Major factors affecting buying behavior: the buying behavior of aproduct is influenced by a number of factors which are as

follows:-

1. CULTURAL FACTOR - Cultural factor exert the broadest

and deepest influence on consumer behavior. The growing child

acquires a set of values perceptions, preference and behaviors

through his or her family and other key institutions.

a) CULTRE- It is the most fundamental determination of

a persons want & behavior. The growing child

acquires a set of value perceptions, preference and

behaviors through his or her family and other key

institutions.


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b) SUB CULTURE It includes nationalities, religions,

racial groups and geographical regions and provide

more specific identification and socialization for its

members.

c) SOCIAL CLASS- Social Classes are relatively

homogeneous and enduring, division of a society

which allow distinct product and brand preferences, in

many areas.

2. SOCIAL FACTORS: Social factors includes the

following-

a) REFERENCE GROUP:- It consists of all the groups

that have a direct or indirect on the persons attitude

or behavior, his life style and brand choice.

b) FAMILY:- Family member constitute the most

influential primary reference group. Market used to

determine which member normally has the greater

influence in choosing the various products.

c) ROLES & STATUS:- A persons position in very group

i.e. family club, a person is organization can be

defined in terms of sale & status. A role consists of the

activities that expected to perform. Each role carries a

status, people choose products that communicatetheir role and status in a society

3. PERSONAL FACTOR:- Personal characteristics of

person also affects the behavior to a large extent.


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The sub factors which comes under personal factor are as

follows:-

A) Age & STAGE IN THE LIFE CYCLE The taste ofpeople varies according to the age and life cycle.

Marketers always choose life cycle groups as their

target market. Some recent work has identified

psychological life cycle stages. So it becomes an

important point for the marketer to concentrate on

changing life circumstances- divorce widowhood,

remarriage and their effect on consumption behavior.

B) OCCUPATION Occupation plays a major role on

consumption pattern. Marketers try to identify three

occupational groups that have above average interest

in their products and services.

C) ECONOMIC CRICUMSTANCE Peoples economic

circumstances which consists of spending incomesavings and assets, debts borrowings power and

attitude towards spending versus saving the products

choice to a large extent.

D) LIFE STYLE Life Style of people is his/her pattern of

living in the world as expressed in his/her activities,

interest and opinion. Hence the marketers search for

relationship between their products and life style.

E) PERSONALITY & SELF CONCEPT personality means

a persons distinguishing psychological characteristic

that lead to relatively consistent and enduring

responses to his or her environment. Related to


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personality in a persons self concept theory has had a

mixed record of successes in predicting consumers

respond to brand image.

4. PSYCHOLOGICAL FACTORS : A persons buying

choices are influenced by four major factors:

(a) MOTIVATION: There are many needs of person in a

given time. Some of them are bio-genetic which arises

from psychological states of tension, such need for

recognition, esteem or belonging. A need become

motive when it aroused to sufficient level of intensity.

A motive is a need that is sufficient pressing to drive

the persons to act. Many physiologist such as Freud,

Maslow and Hertzberg etc have given different

theories for motivation.

(b) PERCEPTION : It is a process by which an individual

selects, organized and interpreter information inputsto create a meaningful picture of the world. Perception

depends not only on the physical stimuli but also on

the stimulis relation to the surrounding field and on

conditions with the individual.

(c) LEARNING : Learning involves changes in an

individuals behavior arising from experience. People

learn more and more by action. Learning theory

teaches marketer that they can build up a demand for

a product.

(d) BELIEFS AND ATTITUDES : A belief is a descriptive

thought that a person holds about something. It is


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acquired through doing and learning. Manufacturers

are much interested in the beliefs that people carry in

their products and services. An attitudes is a persons

enduring favorable and unfavorable emulations,

emotional feelings, actions and tendencies towards

some object or idea. A company tries to fit its product

into existing attitudes rather than to change peoples

attitude.

TYPES OF BUYING BEHAVIORConsumer decision making varies with the type of buying

decision and basis of it there are four kinds buying

behavior.

a) COMPLEX BUYING BEHAVIOR: When consumer are

highly involved in purchasing and aware of significant differences

among brands, it is called COMPLEX BUYING BEHAVIOR, Itinvolves three brands step process. First the buyer develops

beliefs about the products. Third he or she makes a thoughtful

purchase choice. The market needs to develops strategies that

assist the buyer in learning about the product attitudes and their

relative importance.

b) DISSONANCE : Sometimes there are very little

difference between the brands. Here also consumers are

highly. Involved. Their involvement is due to expensive,

infrequent and risky purchase. After the purchase the

consumer might experience dissonance that stems from

nothing certain disquieting feature of the bought product


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or hearing favorable things about products of different

brands.

c) HABITUAL BUYING BEHAVIOR: There are some lowinvolvement products in the purchase of which consumer

behavior does not pass through the normal belief / attitude

/behavior sequence. Salt is the best example of this

category of product. Here the consumer go to the store

and reach for the brand. If they continuous for the same

brand, it is only due to habit not for brand loyalty. Here the

consumer do not search extensively for brand loyalty,

Here the consumer do not search extensively for

information about the brands, evaluate their characteristic

and make firm decision to buy which brand.

d) VARIETY- SEEKING BUYING BEHAVIOR- This kind of

buying behavior is characterized by low involvement but

significant brand differences. Here a consumers do a lot of

brand switching which results out of freedom or a wish for

different taste and sake of variety rather than

dissatisfaction.


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THE BUYING DECISION PROCESS

This bying decision process is composed of five stage:-

Problem Recognition, Information Search, Evaluation of

Alternative, Purchase Decision and post purchase behavior.

The arketers job is a understand the buyers behavior each

stages and what influence are operating.

PROBLEM RECOGNITION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

PURCHASE DECISION

POST PURCHASE BEHAVIOR


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TABLE -1

Percentage (%) of respondents using soft, drink.

No ofRespondent

% Total

Yes 45 90

No 5 10

Total 50 100

45

5

50

90

10

100

0

20

40

60

80

100

120

Yes No Total

No of Repondent

% Total

Source : field survey

Analysis: The above shows that out of 50 respondent 90%

of them using soft drink only 10% respondents still not usingsoft drink. This suggest that vast majority of consumer using

soft drink but only a meager percentage of consumer using

other type of drink therefore Coca-Cola Company should give

incentive through promotional package to pursue to those who


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do not drink. In this fashion company could manage to

increase consumption.

TABLE -2

(%) Percentage of recepant who give their taste

preference

CompanyNo of

Respondent% Total

Coca-Cola 32 65

Pepsi 18 35

Total 50 100

Coca-Cola, 32

Pepsi, 18

Total, 50

Coca-Cola, 65

Pepsi, 35

Total, 100

0

20

40

60

80

100

120

Coca-Cola Pepsi Total

No of Respondent

% Total


Analysis: The above graph shows that out of 50

respondents 65% says that brands of Coca-Cola have better

taste than Pepsi While 35% respondent says Products of Pepsi

have better taste of its. Therefore it is a duty of the Coca-Cola

Company to keep the taste of its product better and of course


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it also need to give a perfect satisfaction to the consumer in

respect of taste, because consumer have the sovereign power

to decide which product is good for him and which is not.

TABLE -3

Percentage (%) of Respondent preference in selling

product of particular brand.

BrandNo of

Respondent% Total

Coca-Cola 38 75

Pepsi 12 25

Total 50 100

No of Respondent

38

12

50

Coca-Cola Pepsi Total


Analysis: The above figure show that out 50 respondents 75% prefer

to sell the Product of Coca-Cola and 25% respondent prefer

to sell Pepsi product. It suggests that more than 70% of

market share of soft drink captured by Coca-Cola Company.

But this is not enough, company should give more emphasis


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28

166

5056

32

12

100

0

20

40

60

80

100

120

Consumer

Demand

Brand Name Earn More Total

No of Respondent % Total

on promotional activities like incentive give to middle man

as well as benefits to prospect in terms of better quality ad

more economic to capture as a Lions share of soft drink

market.

TABLE - 4

1. Percentage (%) of Respondent preference for Coca-

Cola Products

CauseNo of

Respondent% Total

ConsumerDemand

28 56

Brand Name 16 32

Earn More 06 12

Total 50 100


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14 1323

50

28 26

46

100

0

20

40

60

80

100

120

Consumer

Demand

Brand Name Earn More Total


2. Percentage (%) of Respondent preference for Pepsi

Products

CauseNo of

Respondent% Total

ConsumerDemand

14 28

Brand Name 13 26

Earn More 23 46

Total 50 100

Source : Field Survey

Analysis: The above graph show that in the context of product

of coca-cola 56% respondent care about consumer demand. 32%

respondent say the brand Name only 12% respondent care about

his earning on the other hand in respect of pepsi 46% respondent

care about his earnings only 28% and 26% care about consumer

demand and Brand Name. It means that consumer demand is

more important for the respondent than brand name work second


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29

6 4 6 2 3

5058

25

8 104 5

100

0

20

40

60

80

100

120

Sprite Maaja Thumsup Fanta Limca Coke Total


in Rank for Coca-cola product. But figure is just reverse in Pepsi

46% care abut his profit earning.

TABLE - 5

1. Respondent selling particular brand of Coca-cola

BrandNo of

Respondent% Total

Sprite 29 50Maaza 06 16

Thumsup 06 16Fanta 04 09

Limca 02 04Coke 03 05

Total 50 100

29

50

6

16

6

16

49

2 4 3 5

50

100

0

10

2030

40

50

60

70

80

90

100

Sprite Maaza Thumsup Fanta Limca Coke Total



Analysis: The above figure shows that respondent who keep theabove brand Coca-cola to sell Sprite 50%, Maza 16%,

Thums-up 16%, Fanta 09%, Limca 04% and Coke 05%. It

means that Sprite brand play a lead role in soft drink

market of coca-cola. Maaza and Thums-up share the equal

volume. Company should concentrate and Improve the


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quality and test or other brand coca cola except Sprite to

capture large share of soft drink market.


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No of Respondent

16

10

6

112

50

200ml (RGB)

300ml (RGB)

Mobile (600ml)

1.5 Litre Pet

Maaza Tetra

Pack

Total

TABLE - 6

1. Respondent preference to buy package

PackNo of

Respondent% Total

200ml (RGB) 21 37

300ml (RGB) 10 20

Mobile(600ml)

06 17

1.5 Litre Pet 11 22Maaza Tetra

Pack02 04

Total 50 100


Analysis: The above data show that out of 50 respondents, 37%prefer to buy 200 ml (R.G.B.), 20% prerefer to buy 300ml (R.G.B.)

17% prefer mobile (600), Maaza tetra pack and only

04%.Package wise the table suggest a high level concentration

preference for one package only (200ml). The preference for

other packages are very low.

No of Respondent

21

10

6

112

50

200ml (RGB)

300ml (RGB)

Mobile (600ml)

1.5 Litre Pet

Maaza Tetra Pack

Total


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Earn Profit,

14

Total, 50

Consumer

Demand, 36

Consumer Demand Earn Profit Total

TABLE - 7

1. Respondent preference to buy package

CauseNo of

Respondent% Total

ConsumerDemand

36 72

Earn Profit 14 28

Total 50 100


Analysis: The above data suggest that out of 50 respondent

72% are concerned with the consumer demand. Only

28% concerned with their profit. This is shown the

strength of consumers. Therefore strong promotionalstrategy adopted by the producer shall influence on

the outlets to fall on the line with the dictate of the

modern concept of marketing.


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24

8

9

324

50

Thums Up

Coke

Sprite

Limca

Maaza

Fanta

Total

TABLE - 8

1. Respondent preference for different brand of coke.

BrandNo of

Respondent% Total

Sprite 24 48

Maaza 08 16

Thumsup 09 18

Fanta 03 06

Limca 02 04

Coke 04 08Total 50 100

No of Respondent

24

8

9

324

50

Sprite

Maaza

Thumsup

Fanta

LimcaCoke

Total


Analysis: The above data show that 64% respondent prefer colaflavour (48% Sprite and 16% Maaza,) 18% Thumsup, 06% Funta,04% Limca, and 08% prefer Coke. It means Sprite is the mostfavourite soft drink among all type of brand of coca-cola flavour ishot favourite among consumers. Sprite play a lead role in colaflavour the Maaza is the next choice of consumer after Sprite.Coke and Fanta share almost equal popularity. Limca have ameager popularity.


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7, 14%

30, 60%

9, 18% ,

2, 4%

2, 4%

5-12 yrs

12-20 yrs

20-35 yrs

35-45

Above 45 yrs

TABLE - 9

Age wise Percentage of the respondents.

Age No ofRespondent

% Total

5-12 yrs 02 0412-20 yrs 07 1420-35 yrs 30 60

35-45 09 18Above 45 yrs 02 04

Total 50 100


Analysis: The above figure shows that out of total 50respondent 04% were in the age group of 5-12 years. 14% ofthem were in 12-20 years 60% were in the age group of 20-35years, 18% were in the age group of 35-45 years. And 04% werein the age group of 45 years and above. The conclusion from the

above figure is that age group of 20-35 years plays a vital role inpurchasing soft drink. The age group of 5-12 and years andabove shows little response towards soft drink. Thereforecompany should design promotional package for these age groupto increase the consumption of soft drink. It is likely to increasethe market for soft drink as well as market share of the company.


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TABLE - 10

Percentage of respondents selling keenly water or keenly soda

or Both.

ResponseNo of

Respondent% Total

Yes 30 60

No 20 40

Total 50 100

30

20

60

40

0

10

20

30

40

50

60


Yes

No


Analysis: The above data show that 60% respondent sell kinely

waters as kinley soda or Both from their outlet and 40%

respondent do not sale either of the product of Coca-cola

Company. Therefor Coca-Cola Company should penetrate outlet

who still do not Sale the products through incentives under a well

design sale promotion programe.


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TABLE - 11

Respondent awareness about sunfil.

ResponseNo of

Respondent% Total

Yes 25 55

No 25 45

Total 50 100

25 25

55

45

0

10

20

30

40

50

60


Yes

No


Analysis: The above data show that out of 50 respondent only

25 (55%) know about sunfil and 25 (45%) still not aware about

surfil. This figure shows that promotional activity has been notdone well in respect to a new product sunfuil launched by Coca-

Cola company. Therefore it should give more emphasis and

compaign about the product for the awareness of the

respondents.


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TABLE - 12

Consumer response to purchase sunfil

ResponseNo of

Respondent% Total

Yes 15 30

No 35 70

Total 50 100

15

35

50

30

70

100

0

20

40

60

80

100

120

Yes No Total

No of Respondent

% Total


Analysis: The above figure shows that 30% consumer come topurchase or enquire about the product but 70% still notresponds positively. It means that still a large number of

consumer either do not use the product or they do notknow about the product. Therefore it should be give moreemphasis on to awareness about the product thoughprint or electronic media by hectic ad campaign tocompete with other brand of same product who capturethe large market share and rule the roost.


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TABLE - 13

Prospect of the Sunfil

ResponseNo of

Respondent% Total

Yes 20 20

No 10 50

Cant Say 20 30

Total 50 100

20

10

20

50

Yes

No

Cant Say

Total


Analysis: The above figure shows that 20% respondent say that

prospect of sunfil is good while 50% of respondents say

that prospect of sunfil is not good because of some

reason and 30% respondents are unable to give their

response. It means that majority of respondent say that

prospect of sunfil is good.


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126

28

4

50

24

12

56

8

100

0

20

40

60

80

100

120

Service Business Student Others Total

No of Respondent

% Total

TABLE - 14

% of occupational group as customer of particular outlet.

Occupational Group.

No ofRespondent

% Total

Service 19 38

Business 14 28

Student 09 18

Others 08 16

Total 50 100

19

38

14

28

9

18

8

16

50

100

0

10

20

30

40

50

60

70

80

90

100




Analysis: The above Data show that 38% consumers whose

occupational group is service come to purchase goods, 28%

is business group, 18% Student group and 16% is the

occupational group that come to purchase goods from a

particular outlet. These show that majority of service

occupational group who come to purchase of goods from a

particular outlet then Business occupational group then

student & then others.


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126

28

4

50

24

12

56

8

100

0

20

40

60

80

100

120


No of Respondent

% Total

TABLE - 15

% of Occupational group as a purchaser of soft drink.

Occupational Group.

No ofRespondent

% Total

Service 12 24

Business 06 12

Student 28 56

Others 04 08

Total 50 100

12

24

612

28

56

48

50

100

0

10

20

30

40

50

60

70

80

90

100




Analysis: The above data show that different Occupational come

to purchase soft drink are 24% service occupational group, 12%

Business group, 56% student group and 8% others occupational

group. It shows that soft drink is most popular among student

group soft drink is the second in rank is popularity among service

holder and it is less popular among business occupational group.

Therefore on Business and other occupational group to peruse to


50/71

purchase and Drink the soft drink students groups are all time

high % of consumer among other occupational group consumer.

TABLE - 16Respondents awareness about the products of Coca-Cola

ResponseNo of

Respondent% Total

Yes 41 82

No 09 18

Total 50 100

41

9

50

82

18

100

0

20

40

60

80

100

120

Yes No Total

No of Respondent

% Total


Analysis: The above figure shows that among 50 respondents.

There are 82% respondents who are well aware about the

all bands of coca-cola. There are still 18% responders who

do not know about all brands of coca-Cola. It means that

inspite of company spends huge amount on advertisement

18% of people still not known about all product of coca-cola


51/71

company therefore it should be duty of the company to

make aware about all its products through any means.


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TABLE - 17

Respondents like to keep Quantity of soft drink (300 ml

RGB)

BrandNo of

Respondent% Total

QuantityNo of

Respondent% Total

1-2 case 21 42

2-5 case 19 38

More than 5

case 10 20

Total 50 100

21

19

10

50

1-2 case

2-5 case

More than 5 case

Total


Analysis: The above figure depicts that majority of respondentswho wants to keep 1-2 case 38% of respondents wants to

purchase 2-5 case to 300 ml (R.G.B.) And 20% of

respondent like to keep more than 5 cases of soft drink. It

means that responded who like to purchase 1-2 case, is

more than who would like to purchase 2-5 case therefore


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company should give more incentive to daily purchaser or

lease 1-2 case daily. These are the outlet where maximum

state are found.

TABLE 18

(%) Percentage of respondent fall under following Incomegroup

Income GroupNo of

Respondent% Total

Up to Rs. 5000 03 06

Rs. 5000 10,000 09 18

10,000 20,000 21 42

Above Rs 20,000 17 34

Total 50 100

No of Respondent

39

21

17

50

Up to Rs. 5000

Rs. 5000 10,000

10,000 20,000

Above Rs 20,000

Total


Analysis: The above figure shows that there are only 6%

respondents whose income comes under 5000, consume

soft drink, 18% responds comes under Rs. 5000-10,000,


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42% comes between Rs. 10,000- to 20,000, and 34%

respondents are above Rs 20,000 income group who

consume soft drink. It means that Income plays an

important role in influencing the frequency of consumption.

CONCLUSION

All products for Coca cola are receiving a great response

than the products of Pepsi. I have surveyed 150 respondents in

Patna Central and Patna South. There are more than 80%

respondents who know almost all brands to Coca-cola. Among all

brands of coca- cola, Thums up plays a vital role in the popularity

of Coca-Cola . Sprite is the next brand after Thums up, receiving

greater response. Thums up is miles ahead than any other

brands. Resplendent don't respond positively about the taste of

Fanta, Limca and Maaza, Why these have been keeping its pace

among consumers popularity. Kinley water is also amazing,

Kinley water is now in a position to capture more than 35%

market shares of bottled water. Kinley soda is not behind in the

popularity. The taste of Coke, FANTA, LIMCA and MAAZA has been

keeping its pace among consumer. Kinley soda is not behind in

the popularity. Sunfil, a concentrated powder drink which has

been launched recently in three flavour is also gaining

momentum but it has to compete with its competitor Rasana in

respect of taste.

But some negligence has also been found from the

company like garbage found in the packed bottled in Fanta. Some

counterfeit also found in Thumsup and coke, which is most

popular brand. This may repudiate the image. of most reputed


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company COCA-COLA.Therefore these type of problem should be

quickly sorted out to maintain company name and brand.


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RECOMMENDATIONS& SUGGESTIONS

Keeping in mind the present level of competition in the

soft drink market and from the data analysis & Findings , The

following suggestions can be put forward to the management of

Hindustan Coca-cola Beverages Pvt. Ltd Patna Soft drink is

regarded as a non-essential product by the consumer but it

become a necessary during summer season and winter too. So

more attention should be given to taste and quality as these two

attributes have been considered by almost all of the consumers.

Only some of the consumers have considered satisfaction which

is also the result of a good quality rather improve it in order to

cover larger section or the consumer.

Following are the recommendations & suggestions :-

1. During the course of interview with the consumers, the

researcher also came to know about a severe complain i.e.

the existence of dirt and filth in the bottles especially in

Fanta .There is also a suspicion in the Consumers about the

purity of other brands of Coca-cola range of products. So,

the management must keep strict vigil on the cleaning of

the bottles, So that the image of Coca-Cola range of

products, may run smoothly.

2. The availability of Coca-Cola range of products at Patna

Central (Maury a Lok, Rajendra Nagar, Kankarbagh etc.) is

good in compression to its competitors products. But it

should be made more available during the summer season

(peak season so that even non drinkers consume because

of its easy availability.


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3. The advertisement undertaken by Coca- Cola can be said to

be fair as it stand in the first position followed by pepsi,

Which stands on second position. On the basis of interview it

can be suggested that the advertisement of Thums Up

which contributes a large market should be made more

widen in its approach. The recent advertisement by cinestar

Amir Khan, Akshaya Kumar, Aishwarya Rai, Raima Sen etc.

doing good in this regard.

4. It should concentrate more, and more on Audio-visual media

to influence the consumers. The Hindustan Coca-Cola

Beverages Pvt. Ltd. Patna, should put up more hoardings

in the rural part of Patna, to create awareness as to

influence people towards consumption.

5. Friends also play a major role in influencing the choice

among different age groups. The company should identify

those demographic and psychographic characteristics and

by identifying the media read or use by them and then

conveying the massage.

6. The pricing policy of the company should be improved in

such a way that uniform price prevails in all parts of the city.

Some retailers were selling the products at a slightly higher

rate than that fixed by the company i.e. M.R.P. this variation

will surely affect the sale of the Coca-Cola drinks and also

the image, so the company should be socially oriented as

well as profit oriented to have an excellent reputation in the

soft-drink market.


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7. The company has concentrated its marketing activities

mainly in the urban areas where the purchasing power of

the consumer is high. But the company should think to

explore rural markets also with a little decreased price, to

capture larger market share.

8. As far as the preference for consumption place is concerned

restaurant is the most preferred followed by soft drink

parlor. So the company is advised to concentrate for

adequate supply of the product in the above mentioned

place to aviod any shortage and to give utmost satisfaction

to the consumers.

9. Home as a place of consumption is also preferred mostly by

old & females. therefore the selling of soft drinks through

these key people should be made more popular to meet the

demand of this section of con summers .

10. The marketing strategy and advertisement should betargeted to the age group of 12-20 years and 20-35 years

because they constitute the largest market for soft drink.

11. From time to time low price scheme should be lunched for

the consumers because competition is; getting tougher by

the day an these schemes comes hand specially in the off

season Display of the product on the counter should be

attractive to attract the customers.


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BIBLOGRAPHY

Marketing Management : Philip Kotler

The Twelve Edition.

Marketing Reaserach : Dr. S.R. Bajpai

Del I. Hawkings

News paper : The Economic Times

Hindustan Times

Magazines : Business Magazine

Web site of the Coca-Cola : www.coca-cola.com.
http://www.coca-cola.com/http://www.coca-cola.com/


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Study on Purchase decision of Buyers with special referenc

of

HCC BPL in Patna.

QUESTIONNAIRE

Name :--------------------------------------------------------------------------

Address :-----------------------------------------------------------------------

Contact No :-------------------------------------------------------------------

2. Age Group-

5-12 yrs 12-20 20-35 yrs

35-42 above 45 yrs

3. Income-

Less than 5000 5000-10,000

10000-20000 above 20,000

4. From which group you belongs to-

Student Service

Business Other

5. Do you use soft Drink.

Yes No

6. If yes than which of the following of the Product you use ?

Pepsi Coca-cola

Other (specify)--------------------

7. Are you aware of all Products of Coca-cola.


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Yes No

8. Which of the Product you like most.

Coke Thumps Up Sprite

Fanta Maaza Limca

Maaza Tetrapack

9. Why you prefer to buy the Product of such Brand.

Maxm satisfaction Peer Behaviour

Brand Name Celebrity Endorsment

10. Which Package would you prefer to Buy ?

300 ml (RGB) 200ml (RGB)

Mobile (600ml) 1.5 liter (PET)

11. Which sales Promotion Activities attracted you more.

Advertisement Personnel activities

12. How many bottle do you drink daily.

One-Two Three-four

Four- five more than five

13. which company product have better Taste ?

Coke Pepsi

Whats your valuable suggestion__________________________________________

__________________________________________________________________________

Place :

Date : (Signature)


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PREFACE

The knowledge that is applied in the practical field, it cannot attain perfection and maturity. A project work is the scientific

and systematic study of real issue of problems with the

application of management principles, concept and skills. It is

good to practice what has been learnt. The essential ingredient of

a project work is that it should contain scientific collection of

Data, its analysis and interpretation that lead to the conclusions

and feasible suggestions.

Project work is an essential part for the partial fulfillment ofthe syllabus of M.B.A.

I have prepared this project during my summer training at

Hindustan Coca-Cola Beverages Pvt. Ltd. Patna unit. This study

has given me a real exposure to soft drink market and the

confidence to take the real marketing world.

I have conducted my study under the heading Study On

Purchase Decision of Buyers With Special Reference to

Coca-Cola Patna.

The whole report is concerned with different aspects of the

study. The report is written in very comprehensive way with a

suitable heading for each chapter. So that it enables the busy

executive to have a quick glance of the contents.

The last chapter deals with some recommendations which

will be helpful for the company in containing its countering its

competition as well as edge over them. It will be helpful to knowabout consumer behaviour.

Any valuable comments and suggestions are welcome.

Md. Shamshad Alam


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ACKNOWLEDGEMENT

I wish to express my deep sense of appreciation and

gratefulness to all those person whose help and guidance

contributed a lot in accomplishing this project report.

I am grateful to Dr. Chandra Singh, Faculty Member

L.N.M.I., Patna for his able guidance. I would like to thanks him

for the constant encouragement in doing this project study.

I would like to express my deep sense of gratitude ofMr

C.D. Lakra, Area Manager (Human Resources), Subir

Chatterjee, (Marketing Manager) and Md. Imteyaz (ASM), for

their expert guidance.

I also with to thanks Mrs. Chandana Roy & Mr. Ajay Kumar,

Narayanee Enterprises (Coca-Cola) and all of my friends for their

full cooperation without which the smooth completion of project

would have not been completed.

MD. SHAMSHAD ALAM

M.B.A. (MARKETING)

ROLL NO. : 06065

SESSION : 2006-08


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Dedicated

To

My Parents


65/71

Introducti

on

Introd

ucti o

n

Purposeoft h

estu

dy

O

bjectiveof

the

S tudy

Im

portance

ofthe

stud

y

Scope

ofthestud

y

metho

dolog

y

limitat io

ns


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Chap

ter

I

Chap

terI

CCoca-Co

la:

oca-Co

la:

Organ

ization

alProfile

Organ

ization

alPro

file

AABriefPro

fileofWo

rld-Wide

Business

Fac

tsabo

uttheCoca-Cola

Fac

tsabouttheC

oca-Cola,

India

Fac

tsabo

uttheC

oca-Cola,

Bihar

Company

Set-up

Infrastructure

Inn

ovatio

n


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Chap

ter

II

Chapter

II

PPurchas

eDicisionof

urchaseDicis

ionof

Buyer

Buyer

::

Concep

tualS

tudy

Concep

tualS

tudy

1.

1.

Th

eoreti c

al

Prespecti v

eofthe

Study


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Chap

terIII

Chapter

III

DDATAaNALYSIS

&

ATAaNALYSIS

&

INTERP

RETATIO

N

INTERPRETAT

IO

N


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Chap

terIv

Chapter

Iv

ccONCLUSION

rECOMM

ENDATIONS

&

sUGGES

TIONS


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Chap

ter

V

Chap

ter

V

bbIBILIOGR

APHY

q

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coca cola 1 project

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