final rm project on coke & pepsi
TRANSCRIPT
`
A
Project Report
On
A Comparative Study of Consumption Pattern
Of
Two Brands of Soft Drink
Pepsi&Coke among the Youngster in Kota
Submitted by :
Lokesh Upadhyay-17
mansur - 19
Submitted to :
AsitaPawar
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DECLARATION
We here by declare that the project titled “A Comparative Study of Consumption Pattern Of Two Brands of Soft DrinkPepsi&Coke among the Youngster
” is an original piece of research work carried out by us under the guidance and supervision of Prof. AsitaPawar The information has been collected from genuine & authentic sources..
Place: kota
Date:
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Index
Sr.no Particular Pg.no
1Introduction 5 – 12
2Literature review 13 - 18
3Research Methodology 19 - 23
4Data Analysis &Discussion 24 - 44
5Findings & Suggestion 45 – 48
6Limitations 49
7Bibliography 50
8Annexure 51 - 53
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INTRODUCTION
In the modern urban culture consumption of soft drinks particularly among the younger generation has become very popular. Soft drinks in various taste and flavours are widely patronized by urban population at various occasions like dinner parties, marriages, social get together, birthday, celebration, etc. Children of all ages and groups are specially attracted by the mere mention of the word soft drinks.
With the growing popularity of soft drinks, the technology of its production, preservation,transportation and marketing in the recent years has witnessed phenomenal changes.
The so called competition for this product in the market is different other brands. Mass media particularly the emergence of television, has contribute to a large extend of the growing demand for the soft drink. The attractive jingles and sport make the large audience remember this product at all times.
It is expected that with the sort of mass advertisement reaching almost the entire country and offering various varieties purchaser. Everywhere, there is a new thirst on marketing and advertisement.
The hyper activity in the market place is seeing a boom in the support services, with a number of independent agencies mushrooming to provide them. Co-related to the market book, service are well on their become a major industry.
The creative leap is increasingly being governed by market facilities and consumer research and client interface is no longer limited to the client service people ,but include all agencies.
The entry of multinational products into the country is seeking more emphasis on world class quality. The along with the loosening export gaining ground.
From thinking along the lines of merely exporting spares and the raw materials the exporters are now looking towards finished products.Multipliers of this are joint venture companies looking at becoming export manufacturing bases.The scene has moved beyond the threshold of a global presence, inward and outward.
However, there are certain issues dogging an unhindered move forward something annual for the product is expected to rise sharply in the times to come.
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In any marketing situation the behavioral environment variables to consumers, competition and environment are constantly in flux. The competitors in a given industry may be making many tactical maneuvers in market all the time. They may introduce or initiate aggressive promotion campaign or announce a price reduction. The marketing map of the firm has to meet this entire maneuver and care of competitive position of his firm and his brands in the market. The only route open to him for achieving this, is the manipulation of his marketing tactics.
In today’s highly competitive market place, two players have dominated the industry. The New York based Pepsi company inc.,and the Atlanta based coco-cola.
Through the globe, these major players have been battling in out for bigger chunk of the ever growing soft market. Now this battle has been evolved up to India too with the arrival of these two giants.
But this year, the U.S. sanction imposed on our country on account of nuclear tests did poses a threat to the MNC’s for some times but these threats do not any longer.
Soft drink industry is on amazing growth. Ultimately there is only person who will determine their fortunes. The INDIAN Consumer.The real war to quench this thirst has just begun.
COCA-COLA is a cola (a type of carbonated soft drink) sold in stores, restaurants and vending machines in more than 200 countries.It provided by the COCO-COLA Company (NYSE:KO[1]),which is often referred to as simply COCA-COLA or Coke.Coke is one of the world’s most recognizable and widely sold commercial brands.
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COMPANY PROFILE
TYPE Public (NYSE:PEP)
FOUNDED 1965
HEADQUARTERS NEWYORK,U.S.A
KEY PEOPLE INDIRA NOOYI,CHAIRWOMAN,PRESIDENT&CEO
INDUSTRY FOOD AND BEVERAGE
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PEPSICO INDIA
PEPSICO entered India in 1989 and in the span of little more than a decade it become the country’s largest selling soft drinks company.The company has invested heavily in India making it one of the largest multinational investors.The group has built an expansive beverage,snack food and exports business and to support the operations are the groups 43 bottling plants in India,of which 15 are company owned and 28 are franchisee owned.
PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American global corporation headquartered in Purchase, Harrison, New York, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 - which added the Gatorade brand to its portfolio as well.
As of 2009, 19 of PepsiCo's product lines generated retail sales of more than $1 billion each,and the company’s products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage business in the world. Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business.
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the company employed approximately 285,000 people worldwide as of 2010. The company’s beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions. PepsiCo is a SIC 2080 (beverage) company
The recipe for Pepsi, the soft drink, was first developed in the 1890s by a New Bern, North Carolina pharmacist and industrialist, Caleb Bradham, who named it "Pepsi-Cola" in 1898. As the cola developed in popularity, he created the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903. The Pepsi-Cola Company was first incorporated in the state of Delaware in 1919.
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Ownership of this company traded hands several times throughout the 1920s and 1930s, and in the early 1960s its product line expanded with the creation of Diet Pepsi and Mountain Dew.
Separately, the Frito Company and H.W. Lay & Company - two American potato and corn chip snack manufacturers - began working together in 1945 with a licensing agreement allowing H.W. Lay to distribute Fritos in the Southeastern United States. The companies merged to become Frito-Lay, Inc. in 1961.
In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to become PepsiCo, Inc., the company it is known as at present. At the time of its foundation, PepsiCo was incorporated in the state of Delaware and headquartered in Manhattan, New York. The company's headquarters were relocated to its still-current location of Purchase, New York in 1970, and in 1986 PepsiCo was reincorporated in the state of North Carolina.
Corporate governance
Headquartered in Purchase, New York, with research and development headquarters in Valhalla, New York, PepsiCo’s Chairman and CEO is IndraNooyi. The board of directors is composed of eleven outside directors as of 2010, including Ray Lee Hunt, Shona L. Brown, Victor Dzau, Arthur C. Martinez, Sharon Percy Rockefeller, Daniel Vasella, Dina Dublon, Ian M. Cook, Alberto Ibargüen, James J. Schiro and Lloyd G. Trotter. Former top executives at PepsiCo include Steven Reinemund, Roger Enrico, D. Wayne Calloway, John Sculley, Michael H. Jordan, Donald M. Kendall, Christopher A. Sinclair and Alfred Steele.
On October 1, 2006, former Chief Financial Officer and President IndraNooyi replaced Steve Reinemund as Chief Executive Officer. Nooyi remained as the corporation's president, and became Chairman of the Board in May 2007, later (in 2010) being named on Fortune's list of the "50 Most Powerful Women"and on Forbes' list of the "World's 100 Most Powerful Women". PepsiCo received a 100 percent rating on the Corporate Equality Indexreleased by the LGBT-advocate group Human Rights Campaign starting in 2004, the third year of the report.
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COMPANY PROFILE :
Coca Cola is a carbonated soft drink sold in the stores, restaurants, and vending machines of more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee.
In response to consumer insistence on a more natural product, the company is in the process of phasing out E211, or sodium benzoate, the controversial additive used in Diet Coke and linked to DNA damage in yeast cells and hyperactivity in children. The company has stated that it plans to remove E211 from its other products, including Sprite and Oasis, as soon as a satisfactory alternative is found.The prototype Coca-Cola recipe was formulated at the Eagle Drug and
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Chemical Company, a drugstore in Columbus, Georgia by John Pemberton, originally as a coca wine called Pemberton's French Wine Coca. He may have been inspired by the formidable success of Vin Mariani, a European coca wine.
In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a non-alcoholic version of French Wine Coca. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886.It was initially sold as a patent medicine for five cents a glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for the health. Pemberton claimed Coca-Cola cured many diseases, including morphine addiction, dysPepsia, neurasthenia, headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal.
By 1888, three versions of Coca-Cola — sold by three separate businesses — were on the market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola Company in 1888. The same year, while suffering from an ongoing addiction to morphine, Pemberton sold the rights a second time to four more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth. Meanwhile, Pemberton's alcoholic son Charley Pemberton began selling his own version of the product.
John Pemberton declared that the name "Coca-Cola" belonged to Charley, but the other two manufacturers could continue to use the formula. So, in the summer of 1888, Candler sold his beverage under the names Yum Yum and Koke. After both failed to catch on, Candler set out to establish a legal claim to Coca-Cola in late 1888, in order to force his two competitors out of the business. Candler purchased exclusive rights to the formula from John Pemberton, Margaret Dozier and Woolfolk Walker. However, in 1914, Dozier came forward to claim her signature on the bill of sale had been forged, and subsequent analysis has indicated John Pemberton's signature was most likely a forgery as well.
Old German Coca-Cola bottle openerIn 1892 Candler incorporated a second company, The Coca-Cola Company (the current corporation), and in 1910 Candler had the earliest records of the company burned, further obscuring its legal origins. By the time of its 50th anniversary, the drink had reached the status of a national icon in the USA. In 1935, it was certified kosher by Rabbi Tobias Geffen, after the company made minor changes in the sourcing of some ingredients.
Coca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor wall advertisement was painted in the same year as well in Cartersville,Georgia.Cans of Coke first appeared in 1955. The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original
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bottles were Biedenharn bottles, very different from the much later hobble-skirt design that is now so familiar. Asa Candler was tentative about bottling the drink, but two entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea and were so persuasive that Candler signed a contract giving them control of the procedure for only one dollar. Candler never collected his dollar, but in 1899 Chattanooga became the site of the first Coca-Cola bottling company. The loosely termed contract proved to be problematic for the company for decades to come. Legal matters were not helped by the decision of the bottlers to subcontract to other companies, effectively becoming parent bottlers.
Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities, as an over-the-counter remedy for nausea or mildly upset stomach.
New CokeMain article: New Coke
One of Coke's ads to promote the flavor change.On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink with "New Coke". Follow-up taste tests revealed that most consumers preferred the taste of New Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for the public's nostalgia for the old drink, leading to a backlash. The company gave in to protests and returned to a variation of the old formula, under the name Coca-Cola Classic on July 10, 1985.
21st CenturyOn February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005 they planned to launch a Diet Coke product sweetened with the artificial sweetener sucralose, the same sweetener currently used in PepsiOne.On March 21, 2005, it announced another diet product, Coca-Cola Zero, sweetened partly with a blend of aspartame and acesulfame potassium. In 2007, Coca-Cola began to sell a new "healthy soda": Diet Coke with vitamins B6, B12, magnesium, niacin, and zinc, marketed as "Diet Coke Plus."
In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-ounce bottles sold in parts of the southeastern United States. The change is part of a larger strategy to rejuvenate the product's image.
In November 2009, due to a dispute over wholesale prices of Coca-Cola products, Costco stopped restocking its shelves with Coke and Diet Coke.
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Literature Review
An overview
Brand is powerful entity because it blends functional, performance based values along with the emotional peripherals. Emotional values at times excel performance based values. So, while Mercedes may compete with other brands of cars on rationally evaluated performance value, it may be bought because of the emotional value of prestige.Through well-conceived and effectively organized brands, firms are able to build favorable reputations, which enhance the confidence of the buyers and consumers. Even in times of difficulty firms reap the benefits of well-developed brands. As John Charlton Collins once remarked, ‘In prosperity our friends know us; in adversity we know our friends’.
Introduction
The development of human from agriculture to industry, from imaginations to reality and from myths to facts has taken centuries. Nowadays, the importance has switched from physical outlook to intellectual soundness. This huge shift has really influenced the world of commercialization and led the preferences towards the branding rather than only products. A product has a physical shape whereas branding is intangible or product is body and brand is soul.This type of development has given a way of brand equity. Few decades ago, the worth of an organization was only measured by its financial strengths and weaknesses whereas today the virtual leverage is given for the brands owned by a company. Every trade has a compatible option of branding in its offer.
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The Literature Review for the study has been structured as under:
• An overview• Branding--- A Historical View• Components of Brand Equity• Stages of Brand Value Creation
An overviewBrand is powerful entity because it blends functional, performance based values along with the emotional peripherals. Emotional values at times excel performance based values. So, while Mercedes may compete with other brands of cars on rationally evaluated performance value, it may be bought because of the emotional value of prestige.Through well-conceived and effectively organized brands, firms are able to build favorable reputations, which enhance the confidence of the buyers and consumers. Even in times of difficulty firms reap the benefits of well-developed brands. As John Charlton Collins once remarked, ‘In prosperity our friends know us; in adversity we know our friends’. But brands don’t just command respect because of the reason that they want to increase their sales by any means.
Branding--- A Historical View
The historical approach of the branding is that the brand is the tool which helps the customer to identify the product and take his buying decision for a particular product, also the customer identify the various aspects of a given product by the branding of the product.
Components of Brand Equity
The main components of Brand Equity is Advertising, it is a form of communication that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service.
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Stages of Brand Value Creation
The brand value is created by the activities of the company; here the activities refer to the steps which the company takes in the process of from introduction stage to the next steps coming forth in the life cycle of the product.
The stages can be studied as under:
Introduction Stage – In this stage generally the product is launched in the market and the main concentration is on attracting the customers.
Growth Stage – In this stage the sales begins to rise and company starts to think of the measures to further increase the sales of the product.
Maturity Stage- In this stage the sales of the product is on the peak and company only looks into its product and also it also works on some new product which are intended to be launched in the market in the near future.
These are the steps through which the product passes and also the image of the product is also made in the minds of the customers about the product, which ultimately leads to the creation of
the brand image of the product.
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In previous some researches are held on comparative studies of products.
To check their market demand , mostly these types of researches held before launching a new product or to know about the consumer tastes and their needs .Some of the researches which held
previously are :
Barista Vs Coffee day : Done by Indian Institute of planning &management .
Findings : Both the brands are good , both are enjoy the taste of market. No one create the monopoly in the market. Only some minute issues have to be resolved .
CokevsPepsi Race for higher Market Share :
Findings :People are loyal to their brands when it comes to Coke and Pepsi but as Coke failed to advertise its products as frequently as Pepsi does, people have started developing a taste for Pepsi because of the massive advertisement and the unavailability of coca-cola products in the market, and this is due to the weakness of their supply chain policies and practices and slow decision making.
COMPARISON OF TWO BRANDS: CUNARD AND DISNEY CRUISE LINES
Findings:Today, Cunard is one of the many lines offered by Carnival. In addition to Cunard and Carnival brands, Princess, Holland America and Windstar, among other brands.Cunard is the luxury good in the Carnival product with the largest ship ever Queen Mary 2, just introduced to the market.
Cunard ships do not compete directly in the traditional cruise. Many cruises are seven days or less, focus on the Caribbean, Alaska,Mexican Riviera.
Disney Cruise Line consists of two ships, Disney Magic Wonder. These ships offer traditional cruising with 7- and 10-day Caribbean cruises as well
http://www.essaytown.com/paper/comparison-brands-cunard-disney-cruise-lines-introduction-53525
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A COMPARATIVE STUDY OF TWO SHAMPOO BRANDS BASED ON GENERAL CONSUMER-RELATED QUALITIES
The brand-name shampoos included in this investigation were ClairolTM Herbal Essences and TresemmeTM . Each shampoo brand was used daily by the participant for an entire week .Overall evaluation of each shampoo brand was performed through the completion of a questionnaire . Shampoo quality scores were determined to be higher for Clairol TM Herbal Essences than for TresemmeTM . In addition , the participants ' response rate to the Clairol TM was faster than TresemmeTM , suggesting the Clairol TM Herbal Essences is a better shampoo brand .
http://www.mightystudents.com/essay/Shampoo.comparison.essay.39548
Garmin Vs. TomTom
Garmin and Tomtom are probably two of the first names that come to mind when you think of GPS. Both are well established and have solid product lines with a variety of different classes of GPS units, from handheld software to vehicle navigation devices. It's hard, if not impossible to compare the two brands directly, without getting into individual GPS unit comparisons, but there are some general points where one company holds a slight edge over the other.
http://www.brighthub.com/electronics/gps/articles/43089.aspx
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Recent Development
Coca-Cola and PepsiCo experienced a 0.6% drop in soft-drink volume in 2006, significantly steeper than a 0.2% slip in 2005, on waning consumer interest in core brands Coca-Cola Classic and Pepsi-Cola. The $70 billion annual beverage market in the U.S. is now consisted of offerings well beyond traditional soft drinks, including sports beverages, bottled water and premium coffees. Coca cola's soft-drink market share slid to 42.9% from 43.1% in 2005, while PepsiCo's fell to 31.2% from 31.4%.The share of British rival Cadbury Schweppes, which markets Dr. Pepper and 7Up, gained 0.3 percentage point and reached to 14.9%. While Coke and Pepsi's namesake brands lost some percentage points in volume, their smaller brands did well. The two companies responded to the second consecutive annual volume decline by changing their strategy to roll out a wide range of noncarbonated products.
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RESEARCH METHODOLOGY
Research makes progress possible. Research is the systematic design,collection, analysis and
reporting of data.Research comprises of definingand redefining problems, formulating
hypothesis, collecting, organizing,evaluating data, making deduction and reaching to conclusion
whether theyfit into the formulation of hypothesis.Marketing research is used to knowthe wants
of the customer and also to fulfill the needs of the customer.Above all is the process of research,
discussed briefly in the followingmentioned steps
Problem Formulation:
To Compare the Consumption Pattern regarding Soft Drinks of Youth in Kota .
We have done this research on the basis on soft drink industry in Kota
market. The information has been collected from both primary sources. Primary sources like the
individuals (students, businessmen, retail outlets & shop kiosk). According to Indian market
scenario Pepsi is the leading company and COKE is at second position. We have collected data
in a same ratio from each segment mention above so that research has carried right information
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Research Method:
It is the most relevant requirement for any market researcher. Research Methodology is totally
based on problem of research what we have already have defined. Research Methodology always
depends on the following points
A) The increasing complexity of the Business Environment
B)• Technological changes.• Research & Development.• Product changes.• IT changes.
C) Increase complexity of decision maker
Research Design:
It is a model, indicates a plan of action to be carried out in connection of this research. It provides only the guideline to the researcher to move forward. I have developed the research design on the basis of data which have been collected. Research design is the conceptual structure within which research is conducted; it constitutes the blue print for the collection, measurement andanalysis of data. As such the design includes an outline of researcher work from the writing of hypothesis and the operational implementation to the final analysis of data.
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Data Collection Techniques:
a) Primary source :
Data has been mainly collected form primary sources.
The method was combination of direct personal interview backed by questionnaires method i.e. a
questionnaire being drafted and data being collected by meeting soft drink retailers directly.
b) Secondary source :
Data have obtained regarding the information relates to soft drink industry profile i.e. industry growth, present status of industrial background, govt& trade report, company records, sales force reports etc.
Hypothesis :
Consumption of Pepsi& Coke is equally distributed among the youngster .
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Data Analysis &Discussion:
Both quantitative and qualitative methods of data analysis have been used. The percentage of
respondent in each category for each attribute has been taken to obtain meaningful information
from data.
Discussion means drawing interference from the collected facts after analytical study.
Here, ‘Percentage (%) technique’ has been used to interpret the data
Sampling Design:
Sampling Universe
The sampling universe is Kota city.
Sampling Unit
An individual situated in the universe.
Sample Definition
Students, Businessmen and Shop kiosk etc
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Sample Size
Sample size taken for consumer is 105.
Sampling Method
The sampling method followed in non-probability sampling.
Judgement Sample
Selection of individual who are good prospects for accurate information.
Sampling Tool
Questionnaire for consumer
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DATA ANALYSIS &DISCUSSION
BASED ON THE QUESTIONNAIRE
Q.1 Do you like soft drinks ?
Yes No98 6 94 % 6 %
94%
6%
Yes No
Discussion :
According to our analysis 94% of peoples like soft drinks ( Pepsi or Coke ) . Only 6 % peoples are there who doesn’t like any of them .
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Q.2 Which product do you like the most ?
Pepsi Coke Others42 33 30 40% 31% 29%
40%
31%
29%
Pepsi coke Others
Discussion:
Consumption of Pepsi&Coke is almost equal . But the ratio between them is not so large .
Q 3. Which product price range attracts you more?
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Pepsi Coke
51 49
51% 49%
51%49%
Pepsi coke
Discussion:
According to analysis Youth like Pepsi more than Coke . But the ratio b/w them is not high .
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Q.4 Are you satisfied with the price range ?
Yes No61 44 58% 42%
58%
42%
Yes No
Discussion:
Peoples mostly like the price range of Pepsi . But if we talk about the ration between them according to price it is not so high .
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Q.5 Which thing forces you to buy the product ?
Price FlavoursCelebrities Branding
7 76 11 16 6% 69% 10% 15%
Price 6%
Flavours 69%
Celebrities 10%
Branding15%
Discussion:
Consumers mostly like the flavours of cold drink . After that they think about the branding & other factors .
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Q.6 From where you get the idea about the product ?
Friends Advertisement Magazine
News paper
Colleagues
33 77 5 7 5 26% 61% 4% 5% 4%
26%
61%
4%
6%4%
Friends Advertisement MagazineNews paper Colleagues
Discussion:
People mostly buy the soft drinks after watching advertisement . Or if some one suggest to him , that this soft drink is nice
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Q.7 how often do you consume the soft drinks ?
Every day Once a week
Thrice a week
Occasionally
21 23 28 33 20% 22% 27% 31%
20%
22%
27%
31%
Every day Once a week Thrice a week Occasionally
Discussion:
Mostly peoples like to drink soft drinks occasionally . On an average 22-24 peoples drink soft drinks once a week .
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Q.8Does the package attracts you?
Yes No N.A74 30 1
70% 29% 1%
70%
29%
1%
Yes No N.A
Discussion:
Mostly consumers buy the soft drinks due to their attractive packaging . Packaging is a important factor to attract consumers .
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Q.9What are the essentials of a good package ?
Colour theme Durability
Brand loyal Others
32 18 49 13 28% 16% 44% 12%
29%
16%
44%
12%
Colour theme Durability Brand loyal Others
Discussion:
Youth are mostly brand loyal .
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Q.11 Which advertising brand appeal you the most ?
Pepsi Coke60 46
57% 43%
57%
43%
Pepsi Coke
Discussion:
Most of the consumers like the packaging & advertisement of Pepsi . That’s why most of the peoples like Pepsi .
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Q.12 Are you brand specific every time ?
Yes No N.A58 46 1
55% 44% 1%
55%
44%
1%
Yes No N.A
Discussion:
According to analysis 55 % peoples are brand specific . And only 44 % peoples are not think or stick to a particular brand .
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Q.13 Rate the brand between 1 to 5
1: Strongly Satisfied 2: Satisfied
3: Neither Satisfied nor Dissatisfied 4: Dissatisfied
5: Strongly Dissatisfied
a. Price
PRICE
VAR00
001 Mean N Std. Deviation
Coke 2.37 82 1.000
Pepsi 2.26 70 1.045
Total 2.32 152 1.019
b. Quality
Quality
VAR00
001 N Mean Std. Deviation
Quality Coke 80 2.3000 .94668
Pepsi 70 2.1857 .90558
Discussion :
According to the table analysis the mean rating for price is 2.32(approx) for both the product .it means Youth consumers are satisfied with price of both the products .
According to the table analysis the mean rating for quality is 2.(approx) for both the product . it means Youth consumers are satisfied with quality of both the products .
If we talk about individual brand , Rating of Coke is almost equal to Pepsi .
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c. Advertisement
VAR00
001 N Mean Std. Deviation
Adver Coke 81 2.1728 1.17036
Pepsi 70 2.1000 1.25282
d. Packaging
VAR00
001 N Mean Std. Deviation
Pack Coke 81 2.1728 1.17036
Pepsi 68 2.2500 1.05625
Discussion :
According to the table analysis the mean rating for advertising &packaging is 2.(approx) for both the product . it means Youth consumers are satisfied with advertising & Packaging of both the products .
If we talk about individual brand , Rating of Coke is almost equal to Pepsi .
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Q.14 Do you like to have some snacks with it ?
Yes No N.A89 13 3
85% 12% 3%
85%
12%
3%
Yes No N.A
Discussion:
85 % like to have some snacks with the soft drinks . Only 12 % peoples doesn’t like to have snacks with soft drinks . It mean sale of snacks are directly connected with the sale of soft drinks .
bQ.15Do you experience any ill effects from soft drink ?
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Yes No N.A23 78 4
22% 74% 4%
22%
74%
4%
Yes No N.A
Discussion:
Only 23 peoples from 105 face some ill effects from soft drinks . Therefore it is stated that there is no ill effect occur in drinking soft drink .
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Q.16Do you face any problem to get it ?
Yes No N.A13 67 25
12% 64% 24%
12%
64%
24%
Yes No N.A
Discussion:
According to analysis consumer doesn’t face any problem in buying soft drinks . Because soft drinks are not a seasonal product therefore its easily available in any
season .
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Analysis of Brands as per Age&Sex :
Age * PRODUCT Crosstabulation
PRODUCT
TotalPepsi Coke Others
Age BELOW
15
Count 0 0 1 1
% within Age .0% .0% 100.0% 100.0%
15-.20 Count 18 18 12 48
% within Age 37.5% 37.5% 25.0% 100.0%
20-25 Count 22 13 14 49
% within Age 44.9% 26.5% 28.6% 100.0%
Above
25
Count 2 2 3 7
% within Age 28.6% 28.6% 42.9% 100.0%
Total Count 42 33 30 105
% within Age 40.0% 31.4% 28.6% 100.0%
Sex * PRODUCT Crosstabulation
PRODUCT
TotalPepsi Coke Others
Sex F Count 15 8 14 37
% within Sex 40.5% 21.6% 37.8% 100.0%
M Count 27 25 16 68
% within Sex 39.7% 36.8% 23.5% 100.0%
Total Count 42 33 30 105
% within Sex 40.0% 31.4% 28.6% 100.0%
Distribution of soft drinks among Youngsters
Discussion :
Distribution of consumers of soft drinkers are equally distributed among Pepsi, Coke&other .
If we talk about the youth age of 20-25 mostly prefer Pepsi in comparison of Coke .
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Detail Analysis :
40 % Youth like Pepsi , 31 % like Coke and only 29 % youth like other brands .
Every day Once a weekThrice a week Occasionally
21 23 28 33 20% 22% 27% 31%
Youth prefer Consumption of Soft drinks Occasionally .
55 % Youth are brand specific and 44 % are not stick to a particular brand.
61% youth says advertising and 44% says packaging which find to be the key factor for buying.
VAR00
001 N Mean Std. Deviation
Quality Coke 80 2.3000 .94668
Pepsi 70 2.1857 .90558
Youth Like the quality ofCoke& Pepsi , but they Satisfied with both .
HO : Null Hypothesis
Ho: Distribution of consumers of soft drinkers are equally distributed among Pepsi, Coke & other
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Frequency Percent
Valid Pepsi 42 40.0
Coke 33 31.4
Other 30 28.6
Total 105 100.0
PRODUCT
Observed N Expected N Residual
Pepsi 42 35.0 7.0
Coke 33 35.0 -2.0
Other 30 35.0 -5.0
Total 105
Test Statistics
PRODUCT
Chi-Square 2.229a
Df 2
Asymp. Sig. .328
Monte Carlo Sig. Sig. .344b
99% Confidence Interval Lower Bound .331
Upper Bound .356
Discussion : p = .344 ( > .05) so accept H0
Conclusion : So distribution of Pepsi & Coke is almost equal according to test Statistics .
Ho: For consumers while buying soft drink price, taste, celebrity and brand are equally important
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FACTOR
Observed N Expected N
Price 7 26.2
Flavors 76 26.2
Celebrities 9 26.2
Branding 13 26.2
Total 105
Test Statistics
FACTOR
Chi-Square 1.264E2a
Df 3
Asymp. Sig. .000
Monte Carlo Sig. Sig. .000b
99% Confidence Interval Lower Bound .000
Upper Bound .000
Discussion :
Discussion : p = .oo ( < .05) so rejected H0
Conclusion : So distribution of Pepsi & Coke is almost equal according to test Statistics .
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Frequency Percent
Valid PRICE 7 6.7
Flavors 76 72.4
Celebrities 9 8.6
Branding 13 12.4
Total 105 100.0
Sex * PRODUCT Crosstabulation
PRODUCT
TotalPepsi Coke Others
Sex F Count 15 8 14 37
% within Sex 40.5% 21.6% 37.8% 100.0%
M Count 27 25 16 68
% within Sex 39.7% 36.8% 23.5% 100.0%
Total Count 42 33 30 105
% within Sex 40.0% 31.4% 28.6% 100.0%
In research we found that their no Sex discrimination in consumption of soft drinksWhether it is Pepsi , Coke or Other .The Consumption is almost equal .
There is no bias situation occur in the consumption of Pepsi& Coke between youths, they like both as equal .
Only some key factors are present in concern of consumption .Like Flavour , Packaging , Brand image etc. .
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Findings :
1. Consumption of Coke & Pepsi is almost equal , it is not based on any discrimination .
2. Youth mostly prefer the flavor of soft drinks before buying it .
3. Youth mostly prefer the consumption of soft drinks occasionally .
4. Advertising affect the buying behaviour of youth .
5. Packaging is a method to attract the youth or consumers .
6. Youths are brand loyal .
7. According to the analysis the mean rating for price is 2.32(approx) for both the product . it means Youth consumers are satisfied with price of both the products .
8. According to the analysis the mean rating for quality is 2.(approx) for both the product . it means Youth consumers are satisfied with quality of both the products .
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9. 85% of youth like to have some snacks with Soft drinks .
10.74% of youth say that there is no ill effect appear due to excess drinking of Soft drinks .
11.Only 12% of youth facing problem in buying the soft drinks .
12.Consumption of Pepsi& Coke between Youth age 15 – 20 is almost equal .
13.Consumption of Pepsi& Coke between Youth age 20 – 25 ( Consumption of Pepsi is higher than Coke ) .
14.Consumption of Pepsi& Coke between Youth age 20 – 25 ( Consumption of Pepsi & Coke is equal but the consumption of other is higher) .
15.If we talk about Sex , consumption of Pepsi in male is 39.(approx) and Coke is 36.(approx) .
16. And consumption of Pepsi in Female is 40.(approx) and Coke is 23.(approx) .
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17.Youth Like the quality of Coke & Pepsi , but they Satisfied with both .
H0 : Null Hypothesis
Ho: Distribution of consumers of soft drinkers are equally distributed among Pepsi, Coke &other .
18.For consumers while buying soft drink price, taste, celebrity and brand are equally important .
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Suggestions by Youths :-
The company should conduct a market survey after a specific period so as to update its market data and to update its root plans accordingly.
To succeed in this highly competitive market it is necessary that the companies product should reach to the companies product should reach to the consumers on time , otherwise their dissatisfaction may give a chance to rival company to capture that the companies cost .
To sustain in the market it is necessary that consumer must be satisfied .
Shortage of the product during summer season’s should be reduced .
It communicate a bad message among the consumers .
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\
Limitation’s
Not possible to get the actual data of research due to variety of beverages .
Always the collected data is not actual source to predict the market demand .
The research is totally based on primary data , so its possible that the consumer become bias .
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Bibliography
www.google.com
www.coke.com
www.pepsiindia.com
http://www.docshare.com/doc/87644/Competitive-Study-Between-Leading-Brands-PEPS
http://www.freeonlineresearchpapers.com/coke-pepsi-race-higher-market-pakistan
http://www.essaytown.com/paper/comparison-brands-cunard-disney-cruise-lines-introduction-53525
http://www.mightystudents.com/essay/Shampoo.comparison.essay.39548
http://www.brighthub.com/electronics/gps/articles/43089.aspx
Research Methodology Book by C.R. Kothari .
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QUESTIONNAIRE
A Comparative Study of Consumption Pattern Of Two Brands of Soft Drink
Pepsi & Coke among the Youngster in Kota
Customer Details:
Name: .................................................. Date: ...................................
Age: .......................................... Time: ..................................
Gender: Male Female Area: ...................................
Occupation: ......................................... Monthly Family Income: ......................
1.) Do you like soft-drinks?
a) Yes b) No
2.) Which product do you like the most?
a) Pepsi b) Coke c) Others
3.) Which product price range attracts you more?
a) Pepsi b) Coke
4.) Are you satisfied with the price range?
a) Yes b) No
5.) Which thing forces you to buy the product?
a) Price b) Flavours c) Celebrities d) Branding
6.) From where you get the idea about the product?
a)Friends b) Advertisement c) Magazines
d) News paper e) Colleagues
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7.) How often do you consume these soft-drinks?
a) Everyday b) Once a week
c) Thrice a week d) Occasionally
7(i) If Daily, how much you consume?
a) 0-1 bottle b) 1-4 bottle c) More than 4
7(ii) If Occasionally, what Occasion you prefer?
a) Movies b) Parties c) Feeling thirsty d)For fun
8.) Do you participate in any contest of these companies i.e. Pepsi or Coke?
a) Yes b) No
9.) Does the package attract you?
a) Yes b) No
10.) What are the essential of a good package?
a) Colour theme b) Durability c) Brand Loyal d) Others
11.) Which Advertising Brand appeals you the most?
a) Pepsi b) Coke
12.) Are you brand specific every time?
a) Yes b) No
13.) Rate the brand,between (1-5)
1: Strongly Satisfied 2: Satisfied
3: Neither Satisfied nor Dissatisfied 4: Dissatisfied
5: Strongly Dissatisfied
COKEPEPSI
1 2 3 4 5 1 2 3 4 5a.) Price
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b.) Quality c.) Advertisement d.) Package
14.) Do you like to have some snacks with it?
a) Yes b) No
15.) Do they regularly offer new schemes for you?
a) Yes b) No
16.) Do you experience any ill-effects from soft-drink?
a) Yes b) No
17.) Do you face any problem to get it?
a) If Yes than why? .......................................................................................
b) If No than why? .......................................................................................
18.) What do you think about the future of soft-drink?
................................................................................................................................
................................................................................................................................
Thank You for your valuable time and information
..........................
Signature
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