consumer perception of soft drinks

8/4/2019 Consumer Perception of Soft Drinks

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Chapter: 1 Introduction to the study

Soft-drinks

Marketing is not a process of selling our goods to customers. It is an art of making them buy our goods again

and again. Marketing is a social and management process by which individuals and groups obtain what they

want and need through creating offering, exchange and transaction products of value with them.

Marketing Management is a process of planning and executing the conception, pricing, promotion and

distribution of ideas, goods and services to create exchange that satisfy individual and organization goals.

Thus, marketing starts with identifying the target customers and ends with satisfied customers. Management of

all the activities between these customers is the responsibility of the marketing managers.

CONSUMER MARKETS:

Individual and households for their personal consumption can be defined as a consumer market. Beverage

industry is generally considered to the typical consumer goods. Beverage industry is one of the most

profitable industry in the market. Beverage industries at present are facing boom period in India.

Beverage industry is generally classified into:

1. Alcoholic drinks.

2. Non-alcoholic drinks.

Non-alcoholic beverages again divided into:

1. Carbonated Soft Drinks (C.S.D)

2. Fruit Juice


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The soft drinks again divided into:

1. Cola based

2. Non-Cola based

The Non-Cola based segment has orange, clear lemon, cloudy lemon and soda. Fruit juices include watermelon

mango, apple and pineapple. The cola segments, which consider to be giving some type of fuzziness and

satisfaction, is fast growing in India. This is the reason why soft drink marketers are fighting tooth and nail to

establish their leadership in the market.

CONSUMER PERCEPTION

The marketing concept is built on the premise that marketers first identify consumer needs and then develop

products and services to satisfy those needs. Consumer researcher offers asset of diverse methods to identify

such needs. Consumer research is also used to better understand consumption behavior. It is used to identify and

locate appropriate target markets and to learn their media habits .it is used to identify both felt and unfelt needs

to learn how consumer perception products and brand and stores, whats their attitude before and after

promotional components and how and why they make their consumer decisions. Many of these applications of

consumer research are managerial in perspective. They are designed to help a market make specific marketing

decisions concerning product, price, promotion and distribution. Consumer research provides basis for the

development of new product and service concepts to meet targeted consumer needs. It also enables marketer to

build consumer meaning into the product or service by discovering which attributes are most important to the

target market and integrating them into the product or service design.


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HOW THE CONSUMER HELPS MANUFACTURER

The consumer helps the manufacturer by formulating the policy of manufacturers according to the demand and

assists them in securing the markets of their goods. The consumer also reveals the manufacturers from the

necessity of having sales organization of their own. The manufacturers are not put to that task of collection and

securing orders and the numbers of accounts they have to open are smaller than when dealing with the

consumer. The consumers are in a position to advice the manufacturers as to the changes or alternations, which

should be introduced in their products. While manufacturing soft drinks the company should maintain both

quality and quantity occupies a very important stabilized position. The company can assess the public demand

and see that marketable goods are manufactured thus protecting the manufacturer from wasteful and

indiscriminate production as well as the consumer against goods which are neither satisfactory nor good value.

CONSUMER RELATIONS:

The consumer decision making with a brief consideration of relations marketing firms have established relationship

marketing programs to faster usage loyalty and a commitment to their companys products and services . In this way

relationship marketing is aimed at creating strong relationships with a core group of consumers. The emphasis is on

developing long-term bonds with them and by giving them some kind of personal connections to the business. Ultimately

it is an advantage to develop long-term relationship with existing consumers because it is easier and less expensive to

make an additional sale to an existing consumer than to make a new sale to a new consumer.

However, the effort involved for the firm in developing and maintaining a consumers relationship must be weighted

against the expected long-term benefits. Marketers much determine the life time value of a consumers to ensure that the

cost of obtaining servicing and communicating with the consumers do not exceed the potential profits.


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Chapter: 2 Profile of Softdrinks

Soft drinks are thirst quenches hygienic sweetened flavor, low calorie, non alcoholic, good taste and socia

status. These soft drinks when serve at cost will be the best alternative for beer, wine, tea or coffee etc.

Two reasons for predominance of the soft drink industry is their easy availability and their reasonable high

degree as product and our country with more than 100 crores of population is potentially one of the largest

consumer markets in the world. The soft drink industry in India has annual sales exceeding Rs900 crores and

most of the bottling companies, which are franchises in the country, have been flourishing well.

Soft drink is considered to be a non-essential product as the excise duty levied by the government is very high

and by which the bottles of a soft drink is fixed at Rs5.00 to reach ultimate consumer. But in India more than

40% of population is living below poverty line and as a result, the trading activities of soft drinks industry is

concentrated in and around big cities and towns, Where the purchasing power of the people is comparatively

high .In spite of all these reasons the soft industry has expanded a wide network and made arrangements to the

product even to the remote places by giving franchisees to various bottling companies

in urban as well as suburban areas.

BRAND POSITIONING:

Positioning of the different brands in the Indian soft drink market can be analyzed by

the way various brands have been advertised by their companies and the manner how

they are perceived by the consumers.

Some drinks are meant for health, some for youthfulness, some as fashionable, and some as

thirst quenchers and some as thirst.


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CHEPTER 3 HISTORY OF SOFT DRINKS

Soft drinks can trace their history back to the mineral water found in natural paring. Bathing in natural springs

has long been considered a healthy thing to do and mineral water has said to have curative powers. Scientists

discovered that gas chromium or carbon dioxide was behind the bubbles in natural mineral water.

The first marketed Soft drinks (non-carbonated) appeared in the 17th

century. They were made from water and

lemon juices sweetened with honey. In 676, the camping de Luminaries of Parries was granted a monopoly forthe sale of lemonade softdrinks. Vendors would carry tanks of lemonade on their backs 2nd dispensed cups of

the drink to thirsty Parisians. In 1767, an Englishmen created the first drinkable manmade glass of carbonated

water, Dr Joseph priestly. Three years later the Swedish chemist tuber Bergman invented a generating apparatus

that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed imitation

mineral water Toby produced

in large amounts.

In 1810, the first U.S Patent was issued for the "means of mass manufacture limitation mineral waters" to

Simons and Rundle of Charleston, South Carolina carbonated beverages did not achieve great popularity in

America until 1832,

when John Matthew's invented his apparatus for the making carbonated water. John Matthew's mass

manufactured his apparatus for sale to others.

The drinking of either natural or artificial mineral water was considered a healthy practice. American

Pharmacists, who were selling most of the mineral waters started to add medicinal and other flavorful herbs to

the unflavored beverages: e.g., birch


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bark, dandelion, sarsaparilla and fruit extracts. The early drug - with their soda fountains became a popular part

of American Culture. Customers wanted to take the drinks home with them and the san drink hauling Industry

grew from the consumer demand. Over 1,500 U.S. patents were filed for a cork, cap or lid for the carbonated

rink

bottle tops. The bottles were under a lot of pressure from the gas. Inventors were trying to find the best way to

prevent the carbon dioxide (bubbles) from escaping. In 1892, William Painter, a Baltimore machine shop

operator, patented the "Crown Cork Bottle Seal". It was the first very successful method of keeping the bubbles

in the bottle.

In 1899, the first patent was issued for a glass- blowing machine for the automatic production of glass bottles

Earlier Glass bottles had all been hand blown. Four years later, the new bottle-blowing machine was in

operation. The inventor, Michael j. Owens, an employee of Libby Glass Company, first operated. Within a few

years, Glass Bottle

production increased from 1,500 bottles a day to 57,000 bottles a day. Some time in the1920s, the first home

packs were invented. ohm-pas is the familiar six-pack carrying cartons. Automatic vending machines also

began to

appear in the 1920's. The soft drink had become an American.

THE NATIONAL SCENE OF SOFT DRINK:

It is the oldest of the soft drinks in India. It had exited Indian market in 1977. Later it was introduced in the

market in the year 1993. The Indian soft drink industry is growing its sales at an alarming rate, with the Coca-

Cola Company and Pepsi Foods in "The Indian Soft Drink Industry". The scene of the soft drink industry is:

1. The Parle's Exports Pvt Ltd

2. The Pepsi Food Pvt Ltd

3. Pure Drink Pvt Ltd


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4. Bangalore soft drinks Pvt Ltd

5. MC Dowells Pvt Ltd

6. Hindustan Coca - Cola Beverages Pvt Ltd

A brief discussion on the leading soft drink companies and the market share of their popular brands.

Parle: Parle is the market leader in all the three soft drink flavors. Thums up has occupied 36% of the total Cola

market with Limca accounting for over 52% share of Lemon flavored soft drinks, while Gold spot has covered

almost 42% of Orange segment.

Pure Drink: Pure drinks stand seconds to Parle in the market. Camp cola have captured about 24% of the

market. While camp cola is also doing well with share of about 25%.

MC Dowells: Mc Dowell's did well initially, but it couldn't retain that position. News paper reports have

claimed that, faced with plunging sales and declining market share in the carbonated beverages. MC Dwells is

casing out of the soft drink market.

Pepsi Foods Pvt Ltd : Pepsi Co - Inc 13 billion soft drinks, snacks and fast foods conglomerate has family

entered the Indian market after a few years of Hectic Lobbying and controversy. Dogged down by controversy

one or another since its idea of entering the Indian market. Pepsi has changed its plan of being predominated

soft drink vertex topredominately agriculture one.

Coke was ended its market in 1977. There was tie up between in Parle and coke in 1993 and then Coca - Cola

has introduced in Indian market.


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The products of Hindustan Coca - Cola beverages are:

1. Coca - Cola

2. Thums up

3. Sprite

4. Fanta

5. Limca

6. Kinley

COMPLEXITIES IN THE SOFT DRINK MARKET:

The soft drink business is most complicated because of the following reasons.

A) At the most basic level, it is a two - way business. When consumer buys a cigarette or soaps that ends

the marketing story, but soft drink bottles collected back.

B) It is a seasonal business and has sales 6 months a year.

C) The retailer by the way of chilling a bottle does value addition.

D) It is impulse so buying consumer loyalty is uncertain. If on a warm day the consumer asks for certain

brand and finds that it is out of stock. He will settle next brand that strikes his mind rather than roaming

for the first brand in the neighboring outlet. In other words if brands availability is weak on certain daythe effect on sales will show in the next 24 hours.


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CHAPTER 4 RESEARCH METHODOLOGY

INTRODUCTION

The main objective of the study is to find out the overall consumer perception towards soft drinks industries in

india

The method used for present study was survey method using structured and pre designed questionnaires. In this

method the information is gathered mainly through personal interviews. The survey consists of gathering databy interviewing a limited number of respondents. The sample is selected from a large group on convenience

basis.

The uses of survey method are:

1. To gather facts from respondents.

2. To report the opinion of the respondents.

3. To probe interpretation that gives various matters.

METHODOLOGY

RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring the information needed.


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It is the over all operational pattern or frame work to the project that stipulates what information is to be

collected from which source and by what procedures.

Research design was aimed at relevant information. It was conceptual structured with in which research was

conducted.

Data collection Method

Primary data by Secondary data

THE MAIN SOURCES OF DATA

There are two types of data

primary data

This consists of original information, which is collected first hand. It is obtained direct with consumers

concerned through market research. It can be collected in following ways

o Observation

o Focus group

o Survey


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secondary data

Researchers usually start by gathering secondary data through the companys internal data base, which

provides a good starting point. However, the company can also tap a wide assortment of external

information sources ranging from company public and libraries to government business and publications.

Sample:

A part of population, which is provided by some process on other. Usually by deliberated selection with the

object of investigation the properties of the parent population set. Non-probability sampling method is in

deterministic method where the sample size is numerous and cant be determined. So for our convenience we

take convenience-sampling method where all the population in sample is given equal priority.

Sampling procedure:

It is a procedure required from defining a population to the actual selection of the sample.

Sample and Sampling: -

Sample means the unit or segment of the population selected for investigation or search. Sampling is the

Procedure by which using a small number parts of the whole population we reach up to conclusion regarding

the whole population. There are mainly two types of sampling techniques are given below.


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Techniques of Sampling

In this study, to get Information from respondents, I had considered non probability sampling technique and

sample from total population through convenience sampling method. In non probability sampling techniqu

chances of selection of all elements of population are not equal and convenience sampling method means s

drawn at the convenience of the interviewer people tend to makes the selection at familiar location and c

respondents who are like themselves.

Sampling method:

The Sampling technique adopter by the researcher for the study is simple random sampling.

Sampling unit:

A sampling unit is the basic unit containing the elements of the target population.

Non Probability Sampling Probability Sampling

Judgmental Convenience Quota Sample Snowball

Systematic

Sampling

Stratified Random

Sampling

Cluster SamplingSimple Random

Sampling


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Sample size:

The sample size for the study is 250 consumers.

Area of study:

Area of the study for the researcher work is ahmedabad.

SCALING TECHIQUNE

Scaling (Definition)

Scaling means creating a continnum upon which measured objectives are located.

There are four types of techniques.

Scaling Techniques

Nominal Ordinal Interval Ratio


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In this study of comparision of customer perception towards softdrinks , We have conducted a Nomina

Scaling Techniques to each demographic factors which shows classification in symbols.

Measures of the study

Independent variables

In measures of the study, we are consider demographic factor of the dependent variables like

Age, Gender, Occupation

dependent variables

In measures of the study, we are consider likert scale like price, taste,flavours etc. are the

independent variables.


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Reliability of scale

Reliability Test

To test the reliability of various constructs of the questionnaire, the Cronbach coefficientalpha (equivalent to

the average of all the split half correlation coefficients) is used.

Reliability Statistics

Cronbach's

Alpha N of Items

.732 19

CHAPTER-5 ANALYSIS OF PRIMARY DATA

Hypothesis

Hypothesis testing begins with an assumption, called a hypothesis that we make about a population parameter.

Then we collect sample data, produce statistics, and use this information to decide how likely it is that our

hypothesized population parameter is correct. Let us assume a certain value for a population mean. To test the

validity of our assumption, we gather the sample data and determine the difference between the hypothesized

value and actual value of the sample mean. Then we judge whether the difference is significant. The smaller the

difference, the greater the likelihood that our hypothesized value for the mean is correct. The larger the

difference, the smaller the likelihood.

(1) H0 : There is no significance relation between price and consumer perception towards softdrinks

H1: There is significance relation between price and consumer perception towards softdrinks


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(2) H0 : There is no significance relation between taste and consumer perception towards softdrinks

H1:There is no significance relation between taste and consumer perception towards softdrinks

(3) H0 : There is no significance relation between flavour and consumer perception towards softdrinks

H1: There is no significance relation between flavour and consumer perception towards softdrinks

(4) H0 : There is no significance relation between availability and consumer perception towards softdrinks

H1:There is no significance relation between availability and consumer perception towards softdrinks

(5) H0 : There is no significance relation between thirst and consumer perception towards softdrinks

H1:There is no significance relation between thirst and consumer perception towards softdrinks

(6) H0 : There is no significance relation between brand and consumer perception towards softdrinks

H1:There is no significance relation between brand and consumer perception towards softdrinks

(7) H0 : There is no significance relation between fizz and consumer perception towards softdrinks

H1:There is no significance relation between fizz and consumer perception towards softdrinks

(8) H0 : There is no significance relation between size of bottle and consumer perception towards softdrinks

H1: There is no significance relation between size of bottle and consumer perception towards softdrinks

(9) H0 : There is no significance relation between shape and consumer perception towards softdrinks

H1:There is no significance relation between shape and consumer perception towards softdrinks

(10)H0 : There is no significance relation between endorsement and consumer perception towards softdrinks

H1:There is no significance relation between endorsement and consumer perception towards softdrink


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Data Analysis and interpretation

3.7.1 Frequency table

Age

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid 12 to 17 8 3.2 3.2 3.2

18 to 25 177 70.8 70.8 74.0

>50 2 .8 .8 74.8

26 to 32 52 20.8 20.8 95.6

33 to 50 11 4.4 4.4 100.0

Total 250 100.0 100.0


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Interpretation : Theabove graph saws that approx 70% of people are between 18 to 25 and 20% people between 26 to

32 it indicates the young generation consume more softdrink than other age

Gender

Gender


Cumulative

Percent

Valid Male 140 56.0 56.0 56.0

Female 110 44.0 44.0 100.0

Total 250 100.0 100.0

Interpretation:The above graph shows that, 56% of respondents are male and remaining 44% are female.

occupation

Occupation


Cumulative

Percent

Valid Student 188 75.2 75.2 75.2

Business 30 12.0 12.0 87.2

Other 2 .8 .8 88.0

employees 9 3.6 3.6 91.6

housewife 21 8.4 8.4 100.0

Total 250 100.0 100.0


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Interpretation: The above graph shows that, in profession 75.2 percent people are students and 12 percent

people are businessmen.

Like to softdrinks

Liketodrink


Cumulative

Percent

Valid yes 209 83.6 83.6 83.6

no 41 16.4 16.4 100.0

Total 250 100.0 100.0

Interpretation: it indicates that the approx more than 80% people like to drink softdrinks and rest of peple do

not like to softdrinks

Favourate brands

Favouratebrand


Cumulative

Percent

Valid thums up 60 24.0 24.0 24.0

Sprite 49 19.6 19.6 43.6

Other 55 22.0 22.0 65.6

Cocacola 59 23.6 23.6 89.2

Pepsi 27 10.8 10.8 100.0

Total 250 100.0 100.0


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Interpretation: the graph shows that the percentage of thus up, coca cola, sprite and others are approx same

there are nominal different in the percentage

opininon

Opinion


Cumulative

Percent

Valid Excellent 97 38.8 38.8 38.8

Fair 56 22.4 22.4 61.2

Good 83 33.2 33.2 94.4

Poor 14 5.6 5.6 100.0

Total 250 100.0 100.0

Interpretation: the graph shows that the 38.8% people feel excellent of its softdrinks brand.and 5.6% people

feel poor of its softdrinks brand.

favourates softdrinks

Favouratesoftdrinks


Cumulative

Percent

Valid Thumsup 42 16.8 16.8 16.8

Sprite 66 26.4 26.4 43.2

Other 43 17.2 17.2 60.4

Cocacola 65 26.0 26.0 86.4

Pepsi 34 13.6 13.6 100.0

Total 250 100.0 100.0


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Interpretation: the grpah shows that approx 42% of people favourate brands are sprite and cocacola and the percentage

of pepst is 13.6% which is lowest

Alternative choice

Alternativechoice


Cumulative

Percent

Valid thums up 49 19.6 19.6 19.6

Sprite 60 24.0 24.0 43.6

Other 52 20.8 20.8 64.4

cocacola 53 21.2 21.2 85.6

Pepsi 36 14.4 14.4 100.0

Total 250 100.0 100.0

Interpretation: The grpah shows that approx 43% of people favourate brands are sprite and cocacola and the

percentage of pepst is 14.4% which is lowest

Consume

Consume


Cumulative

Percent

Valid 12 13 5.2 5.2 100.0

Total 250 100.0 100.0


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Interpretation: The graph shows that 32.4 people consume 4-6 times in a weak and 28.4% people consume 7-9 times in

a weak

When consume

Whenconsume


Cumulative

Percent

Valid with food 36 14.4 14.4 14.4

after meals 49 19.6 19.6 34.0

while travelling 56 22.4 22.4 56.4

after playing 45 18.0 18.0 74.4

in a party 29 11.6 11.6 86.0

to quench the thirst 13 5.2 5.2 91.2

while smoking 9 3.6 3.6 94.8

during the meeting 6 2.4 2.4 97.2

Other 7 2.8 2.8 100.0

Total 250 100.0 100.0

Interpretation: the graph shows that 22.4% people like to drinks a softdrinks while travelling and 19.6% people like to

drinks a softdrinks after meals.

Pack size

packsize


Cumulative

Percent

Valid 250ml 117 46.8 46.8 46.8

500ml 41 16.4 16.4 63.2

1.5lt 57 22.8 22.8 86.0

2lt 35 14.0 14.0 100.0


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packsize


Cumulative

Percent

Valid 250ml 117 46.8 46.8 46.8

500ml 41 16.4 16.4 63.2

1.5lt 57 22.8 22.8 86.0

2lt 35 14.0 14.0 100.0

Total 250 100.0 100.0

Interpretation:The graph shows that the highest percentage of people like to drinks 250ml bottle and less people

consume 2lt bottle.

Influences

Influences


Cumulative

Percent

Valid t.v 124 49.6 49.6 49.6

news paper 38 15.2 15.2 64.8

wall painting 63 25.2 25.2 90.0

Hording 25 10.0 10.0 100.0

Total 250 100.0 100.0

Interpretation: The graph shows that maximum 50% of people influence through television and less people influence

through hording.

Chi-square


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(1)Age and price

age * price Crosstabulation

Price

TotalWorst bad average Good excellent

age 12 to 17 1 0 3 2 2 8

18 to 25 20 19 68 41 29 177

>50 1 0 1 0 0 2

26 to 32 4 6 23 12 7 52

33 to 50 1 0 7 2 1 11

Total 27 25 102 57 39 250

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 9.460a

16 .893

Likelihood Ratio 10.812 16 .821

Linear-by-Linear Association .086 1 .770

N of Valid Cases 250

a. 15 cells (60.0%) have expected count less than 5. The minimum

expected count is .20.


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Interpretation: From the above Chi-square table we have conclude that there is no significance relation price

and consumer perception towards softdrinks because here significant value is greater than 0.05.


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(2)gender * price

Crosstab

price

Totalworst bad average good excellent

Gender Male 17 13 47 35 28 140

Female 10 12 55 22 11 110

Total 27 25 102 57 39 250

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


4 .052


Linear-by-Linear Association 1.937 1 .164


a. 0 cells (.0%) have expected count less than 5. The minimum

expected count is 11.00.


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Interpretation: From the above Chi-square table we have conclude that there is significance relation price and

consumer perception towards softdrinks because here significant value is greater than 0.05.


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(3) gender * brand

Crosstab

brand

Totalworst bad average good excellent 6

Gender Male 3 12 31 52 41 1 140

Female 1 6 23 47 33 0 110

Total 4 18 54 99 74 1 250

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


5 .740







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Interpretation: From the above Chi-square table we have conclude that there is no significance relation brand



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(4)gender * thirst

Crosstab

thirst


Gender Male 4 23 34 47 32 140

Female 4 14 27 41 24 110

Total 8 37 61 88 56 250

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square .958a

4 .916

Likelihood Ratio .964 4 .915






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Interpretation: From the above Chi-square table we have conclude that there is no significance relation thirst



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(5)opinion * price

Crosstab

price


Opinion excellent 11 5 31 29 21 97

Fair 5 11 23 11 6 56

Good 9 9 41 12 12 83

Poor 2 0 7 5 0 14

Total 27 25 102 57 39 250

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


12 .019


Linear-by-Linear Association 4.145 1 .042





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Interpretation: From the above Chi-square table we have conclude that there is significance relation price and

consumer perception towards softdrinks because here significant value is greater than 0.05.


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(6)consume * brand

Crosstab

Brand

Totalworst bad average good excellent 6

consume 12 0 1 5 4 3 0 13

Total 4 18 54 99 74 1 250

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 15.225a 20 .763







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Interpretation: From the above Chi-square table we have conclude that there is no significance relation brand



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Multivariate Tests

Multivariate Tests

c

Effect Value F Hypothesis df Error df Sig.

Taste Pillai's Trace .110 1.706 12.000 537.000 .062

Wilks' Lambda .892 1.720 12.000 468.589 .060

Hotelling's Trace .118 1.730 12.000 527.000 .057

Roy's Largest Root .090 4.008b

4.000 179.000 .004

price * taste Pillai's Trace .317 1.626 39.000 537.000 .011

Wilks' Lambda .714 1.621 39.000 524.883 .012



13.000 179.000 .005

price * brand Pillai's Trace .255 1.386 36.000 537.000 .070

Wilks' Lambda .762 1.399 36.000 523.694 .065



12.000 179.000 .002

Multivariate Testsc


size * endorsement Pillai's Trace .329 1.622 39.000 513.000 .012

Wilks' Lambda .703 1.624 39.000 501.193 .011



13.000 171.000 .002


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Multivariate Testsc


size * endorsement Pillai's Trace .329 1.622 39.000 513.000 .012

Wilks' Lambda .703 1.624 39.000 501.193 .011


Roy's Largest Root .201 2.646 13.000 171.000 .002

Taste

Interpretation: From the above multivariate table we have conclude that there is no significance relation

taste and consumer perception towards softdrinks because here significant value is greater than 0.05.

Price*taste

Interpretation: From the above multivariate table we have conclude that there is significance relation

price-taste and consumer perception towards softdrinks because here significant value is less than 0.05.

Price*brand

Interpretation: From the above multivariate table we have conclude that there is no significance relation

price-brand and consumer perception towards softdrinks because here significant value is greater than 0.05.

Size*endorsement

Interpretation: From the above multivariate table we have conclude that there is significance relation size-

endorecement and consumer perception towards softdrinks because here significant value is less than 0.05.


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Regression: liner analysis

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 8.440 3 2.813 2.548 .056a

Residual 271.564 246 1.104

Total 280.004 249

a. Predictors: (Constant), occupation, gender, age

b. Dependent Variable: taste

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.B Std. Error Beta

1 (Constant) 4.416 .248 17.793 .000

Age -.161 .087 -.152 -1.853 .065

Gender -.256 .138 -.120 -1.858 .064

occupation .083 .071 .096 1.162 .246

a. Dependent Variable: taste

ANOVAb


1 Regression 10.692 3 3.564 3.213 .024a

Residual 272.908 246 1.109

Total 283.600 249


b. Dependent Variable: flavour


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Coefficientsa

Model


Standardized

Coefficients


1 (Constant) 3.511 .249 14.113 .000

Age -.110 .087 -.103 -1.262 .208

Gender .055 .138 .026 .402 .688

occupation .207 .072 .236 2.885 .004

a. Dependent Variable: flavour

ANOVAb


1 Regression 8.232 3 2.744 2.515 .059a

Residual 268.412 246 1.091

Total 276.644 249


b. Dependent Variable: brand

Coefficientsa

Model


Standardized

Coefficients


1 (Constant) 4.209 .247 17.059 .000

Age -.236 .086 -.223 -2.725 .007

Gender .061 .137 .029 .449 .654

occupation .105 .071 .121 1.472 .142

a. Dependent Variable: brand


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Chapter: 6 Findings

Theabove graph saws that approx 70% of people are between 18 to 25 and 20% people between 26 to 32it indicates the young generation consume more softdrink than other age

The above graph shows that, 56% of respondents are male and remaining 44% are female. The above graph shows that, in profession 75.2 percent people are students and 12 percent people are

businessmen.

It indicates that the approx more than 80% people like to drink softdrinks and rest of peple do not like tosoftdrinks

The graph shows that the percentage of thus up, coca cola, sprite and others are approx same there arenominal different in the percentage.

The graph shows that the 38.8% people feel excellent of its softdrinks brand.and 5.6% people feel poor ofits softdrinks brand.

The grpah shows that approx 42% of people favourate brands are sprite and cocacola and the percentageof pepst is 13.6% which is lowest

The grpah shows that approx 43% of people favourate brands are sprite and cocacola and the percentageof pepst is 14.4% which is lowest.

The graph shows that 32.4 people consume 4-6 times in a weak and 28.4% people consume 7-9 times ina weak

The graph shows that 22.4% people liketo drinks a softdrinks while travelling and 19.6% people like todrinks a softdrinks after meals.

The graph shows that the highest percentage of people like to drinks 250ml bottle and less peopleconsume 2lt bottle.

The graph shows that maximum 50% of people influence through television and less people influencethrough hording.


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.

Chapter: 7 Suggestions

The following suggestions are made to the company increase Companys brand imageand market share.

In season there is more demand for softdrinks. The company can increase its market for sales of smallsize bottle introducing 200ml and 300ml bottle.

The company can introduce soft drinks in various fruit flavors.

The company take necessary actions for making its products available in remoteareas too.

The company should give more preference to hygienic factors and overcome rustycrowns and faded labeling


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Chapter: 8 CONCLUSION


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Chapter: 9 BIBLIOGRAPHIES

WEBSITES

www.google.com

www.scribed.com

www.wikipedia.com

BOOKS AND MAGAZINES

Marketing Management - Philip Kotler

1. Kotler philip, Marketing Management New Delhi, Prentice hall of India, 2003

2. Kothari C.R, Research Methodology New Delhi, vishwa Prakash, 2003

3. Marketing research by Naresh R. Malhotra

(4th edition)


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CHAPTER-10 ANNEXURE

Dear sir/madam,

As a student of V.M.Patel Institute of management, I am conducting a research on

consumer perception towards soft drinks which is a part of our curriculum activity. So

Please do cooperate by giving fair and true feedback

1) Name: __________________

2) Age:

12 to 17 26 to 32

18 to 25 33 to 50

>50

3) Gender:

Male Female

4) Occupation:

Student employees

Business housewife

Other ______________

5) Do you like to drink soft drinks?

Yes NO

6) Which is your favourite brand in soft drinks?

Thums up cocacola

Sprite pepsi

Other(specify) : ____________


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7) What is your opinion of your favourite brands?

Excellent good

Fair poor

8) Suppose your favourite brand is not available in the shop. what is your alternative choice?

Thums up cocacola

Sprite pepsi

Other: ____________

9)How many time do you consume soft drinks in a week?

12

10) When do generally consume soft drinks?

(please select as many as applicable)

With food After meals While travelling After playing Ina party To quench the thirst

While smoking

During meetings

Other ________________


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11) Which pack size you generally prefer:

a) 250ml c) 1.5lt

b) 500ml d) 2lt

12) Sources of awareness is:

a) T.V c) Wall Painting

b) News Paper d) Hording

13) Rank the following attributes in the order of importance for buying a soft drink.

No. Parameters Worst Bad Average Good Excellent

1 Price

2 Taste

3 Flavour (cola, lime, mango,

orange, etc.)

4 Availability

5 Thirst Quenching

6 Brand

7 Fizz

8 Size of the bottle

9 Shape & design of bottle

(bottle, Tetra-pack, Teen, etc)

10 Star Endorsement

consumer perception of soft drinks

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