A STUDY ON CONSUMER PERCEPTION ON COCA-COLA SOFT DRINKS IN CHENNAI CITY A PROJECT REPORT Submitted to the SCHOOL OF MANAGEMENT

In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINSTRATION By PRAKASH A 35080399 Under the guidance of M.VETRI SELVI ASST PROFESSOR

SRM SCHOOL OF MANAGEMENT SRM UNIVERSITY KATTANKULATHUR 603 203 MAY 2010

SCHOOL OF MANAGEMENT SRM UNIVERSITY

S.R.M Nagar, Kattankulathur 603203 GST Road Near Chennai Phone : 044-27453901, 27455919. Fax: 044 27453903 E-mail: info@srmuniv.ac.in Internet: www.srmuniv.ac.in -------------------------------------------------------------------------------------------------------------------BONAFIDE CERTIFICATE

Certified that this project report titled STUDY ON CONSUMER PERCEPTION ON COCA-COLA SOFT DRINKS IN CHENNAI CITY is the bonafide work of Mr. PRAKASH A (Reg. No: 35080399) who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not from part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Submitted for the viva-voce examination held on _________________

_____________________ ___________________ Signature of the Guide Signature of the Dean

__________________________ Signature of External Examiner

DECLARATION

I hereby declare that the project entitled STUDY ON CONSUMER PERCEPTION ON COCA-COLA SOFT DRINKS IN CHENNAI CITY, submitted to SRM University, Kattankulathur, in partial fulfillment of the requirement for the award of degree of MBA is record of original work done by me under the guidance of M.VETRI SELVI, Asst Professor School of Management of SRM University, and that it has not formed the basis for award of degree or Diploma / Associate ship / fellowship and similar project if any.

PRAKASH A (35080399)

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my company guide Mr.P.DEEPAK-HR MANAGER and Mr.K.RAJAMANI-SHIPPING MANAGER of Coca-Cola Beverages Pvt Ltd at Nemam, Chennai for guiding me throughout my research project. His encouragement, time and effort are greatly appreciated.

I would then like to thank my faculty guide, M.Vetri Selvi, Asst Professor for all his valuable inputs and constant support towards me throughout my project and providing me an opportunity to learn outside the class room. It was a truly wonderful learning experience.

I would like to dedicate this project to my parents. Without their help and constant support this project would not have been possible.

Last but not the least I would like to thank all the respondents who offered their opinions and suggestions and sometimes critical views throughout the survey which made me constantly update myself come out with a successful project.

ABSTRACT

Coca-Cola soft drinks pvt .Ltd is the profitable leading company and succeeds over the competition in the market. The study is conducted to know the consumer buying perception. The study on consumer buying perception reveals the present scenario of consumer buying perception in the organization and the ways to improve it. The major objective is consumer buying perception at Coca-Cola soft drinks. To find out that factors influencing brand preference and sources of awareness level of Coca-Cola soft drinks. To find out the reasons for shifting from one brand to another. To find out the effective promotional strategy. The research methodology used for the study of convenience sampling techniques. The study is typically determining frequency with which something occurs and how variables are varying together. The major findings of the study are 31% of the respondents are getting less than 5000 monthly income,25% of the respondents consuming soft drinks once in a day,76% of the respondents consuming particular brand of soft drinks,9% of the respondents highly satisfied & 55% of the respondents are satisfied with the price of the Coca-Cola soft drinks. The findings from the study indicated a high degree of satisfaction with the price of the Coca-Cola soft drinks. The study can be concluded by stating that CocaCola has got a very good market share and the public quite happy with the quality, flavor and taste etc.

TABLE OF CONTENT

Chapter No. CHAPTER I

Page no INTRODUCTION 1 1.1 A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA 2

1.2: BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT

Content

5 7 8 9 12 17 78 80 81 82 86

CHAPTER II
CHAPTER III CHAPTER IV CHAPTER V CHAPTER VI CHAPTER VII CHAPTER VIII CHAPTER IX

STATEMENT OF THE PROBLEM OBJECTIVES OF THE STUDY METHODOLOGY AND LIMITATIONS OF THE STUDY COMPANY PROFILE DATA ANALYSIS AND INTERPRETATION FINDINGS SUGGESTIONS CONCLUSION

APPENDIX -QUESTIONNAIRE

BIBLIOGRAPHY

LIST OF TABLE
TABLE NO TITLE PAGE NO

6.1.1 6.1.2 6.1.3 6.1.4 6.1.5 6.1.6 6.1.7 6.1.8 6.1.9 6.1.10 6.1.11 6.1.12 6.1.13 6.1.14 6.1.14.1 6.1.14.2 6.1.15 6.1.16 6.2.1 6.2.2 6.2.3 6.2.4 6.2.5 6.2.6 6.2.7 6.2.8 6.2.9 6.2.10 6.2.11 6.2.12 6.2.13

Age-wise classification of respondents Gender-wise classification of respondents Monthly income of respondents Frequency of soft drink consumption Consuming particular brand of soft drinks Basic reasons to consume the soft drinks Buying of soft drinks other than favorite one Awareness of coca-cola soft drinks Place of purchasing soft drinks Factors effecting to select the particular brand of soft drinks Change in brand loyalty with in past one year Size of the soft drink preferred Consumer satisfaction level toward the given factors Brand preference of coca-cola soft drinks Brand name ranked as no.1 Average ranking of respondents Promotion strategies Sources of awareness preferred by respondents Chi-square test no 1 Chi-square test no 2 Chi-square test no 3 Chi-square test no 4 Chi-square test no 5 Chi-square test no 6 Chi-square test no 7 Kolmogrov smirnov test no.1 Spearmans rank correlation test no 1 Spearmans rank correlation test no 2 Spearmans rank correlation test no 3 Spearmans rank correlation test no 4 Spearmans rank correlation test no 5

18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 55 58 60 62 64 66 68 71 73 74 75 76 77

LIST OF FIGURES

FIGURE NO 6.1.1 6.1.2 6.1.3 6.1.4 6.1.5 6.1.6 6.1.7 6.1.8 6.1.9 6.1.10 6.1.11 6.1.12 6.1.13 6.1.14 6.1.14.1 6.1.14.2 6.1.15 6.1.16

TITLE Age-wise classification of respondents Gender-wise classification of respondents Monthly income of respondents Frequency of soft drink consumption Consuming particular brand of soft drinks Basic reasons to consume the soft drinks Buying of soft drinks other than favorite one Awareness of coca-cola soft drinks Place of purchasing soft drinks Factors effecting to select the particular brand of soft drinks Change in brand loyalty with in past one year Size of the soft drink preferred Consumer satisfaction level toward the given factors Brand preference of coca-cola soft drinks Brand name ranked as no .1 Average ranking of respondents Promotion strategies Sources of awareness preferred by respondents

PAGE NO 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53

LIST OF SYMBOLS

Symbol X2 yc

Expansion Notation meaning The sum of Chi-square Rank Correlation Coefficient

Dmax F0(X) Fe(X)

Maximum Deviation Observed Frequency for X Expected Frequency for X

LIST OF ABBREVATIONS

Abbreviation O E K-S H0 H1 C.F G.T S.S.T N S.S.R S.S.E

Expansion Observed Frequency Expected Frequency KOMOGROV-SMIRNOV Null Hypothesis Alternative Hypothesis Correction Factor Grand total Total Sum of Squares Sample size Sum of square due to rows Sum of squares due to errors.

CHAPTER -I INTRODUCTION

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Companys beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the

Coca-Cola system has successfully applied a simple formula on a global scale: Provide a moment of refreshment for a small amount of money- a billion times a day.

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca-Cola Company the worlds premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Companys assets and resources whilst limiting business risks.

1.1: A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG) are products that have a quick turnover and relatively low cost. Consumers generally put less thought into the purchase of FMCG than they do for other products. The Indian FMCG industry witnessed significant changes through the 1990s. Many players had been facing severe problems on account of increased competition from small and regional players and from slow growth across its various product categories. As a result, most of the companies were forced to revamp their product,

marketing, distribution and customer service strategies to strengthen their position in the market. By the turn of the 20th century, the face of the Indian FMCG industry had changed significantly. With the liberalization and growth of the Indian economy, the Indian customer witnessed an increasing exposure to new domestic and foreign products through different media, such as television and the Internet. Apart from this, social changes such as increase in the number of nuclear families and the growing number of working couples resulting in increased spending power also contributed to the increase in the Indian consumers' personal consumption. The realization of the customer's growing awareness and the need to meet changing requirements and preferences on account of changing lifestyles required the FMCG producing companies to formulate customer-centric strategies. These changes had a positive impact, leading to the rapid growth in the FMCG industry. Increased availability of retail space, rapid urbanization, and qualified manpower also boosted the growth of the organized retailing sector. HLL led the way in revolutionizing the product, market, distribution and service formats of the FMCG industry by focusing on rural markets, direct distribution, creating new product, distribution and service formats. The FMCG sector also received a boost by government led initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the country that witnessed firms moving away from outsourcing to manufacturing by investing in the zones. Though the absolute profit made on FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on such products can be large. Unlike some industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass layoffs every time the economy starts to dip. A person may put off buying a car but he will not put off having his dinner. Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market dip, because they generally satisfy rather fundamental, as opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9% is the fourth

largest sector in the Indian Economy and is worth Rs.93000 cores. The main contributor, making up 32% of the sector, is the South Indian region. It is predicted that in the year 2010, the FMCG sector will be worth Rs.143000 cores. The sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs. (Source: HCCBPL, Monthly Circular, March)
The FMCG sector consists of the following categories:

Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and Toiletries, Deodorants and Perfumes, Paper products (Tissues, Diapers, Sanitary products) and Shoe care; the major players being; Hindustan Lever Limited, Godrej Soaps, Colgate, Marico, Dabur and Procter & Gamble.

Household Care- Fabric wash (Laundry soaps and synthetic detergents), Household cleaners (Dish/Utensil/Floor/Toilet cleaners), Air fresheners, Insecticides and Mosquito repellants, Metal polish and Furniture polish; the major players being; Hindustan Lever Limited, Nirma and Ricket Colman.

Branded and Packaged foods and beverages- Health beverages, Soft drinks, Staples/Cereals, Bakery products (Biscuits, Breads, Cakes), Snack foods, Chocolates, Ice-creams, Tea, Coffee, Processed fruits, Processed vegetables, Processed meat, Branded flour, Bottled water, Branded rice, Branded sugar, Juices; the major players being; Hindustan Lever Limited, Nestle, Coca-Cola, Cadbury, Pepsi and Dabur

Spirits and Tobacco; the major players being; ITC, Godfrey, Philips and UB

1.2: BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT

In India, beverages form an important part of the lives of people. It is an industry, in which the players constantly innovate, in order to come up with better products to gain more consumers and satisfy the existing consumers.

BEVERAGES

Alcoholic

NonAlcoholic

Carbonated

NonCarbonated

Cola

NonCola

NonCola

FIGURE 1: BEVERAGE INDUSTRY IN INDIA The beverage industry is vast and there various ways of segmenting it, so as to cater the right product to the right person. The different ways of segmenting it are as follows: Alcoholic, non-alcoholic and sports beverages

Natural and Synthetic beverages

In-home consumption and out of home on premises consumption.

Age wise segmentation i.e. beverages for kids, for adults and for senior citizens

Segmentation based on the amount of consumption i.e. high levels of consumption and low levels of consumption.

If the behavioral patterns of consumers in India are closely noticed, it could be observed that consumers perceive beverages in two different ways i.e. beverages are a luxury and that beverages have to be consumed occasionally. These two perceptions are the biggest challenges faced by the beverage industry. In order to leverage the beverage industry, it is

important to address this issue so as to encourage regular consumption as well as and to make the industry more affordable.

Four strong strategic elements to increase consumption of the products of the beverage industry in India are:

The quality and the consistency of beverages needs to be enhanced so that consumers are satisfied and they enjoy consuming beverages. The credibility and trust needs to be built so that there is a very strong and safe feeling that the consumers have while consuming the beverages. Consumer education is a must to bring out benefits of beverage consumption whether in terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige relevant to the category.

Communication should be relevant and trendy so that consumers are able to find an appeal to go out, purchase and consume.

The beverage market has still to achieve greater penetration and also a wider spread of distribution. It is important to look at the entire beverage market, as a big opportunity, for brand and sales growth in turn to add up to the overall growth of the food and beverage industry in the economy.

CHAPTER -II STATEMENT OF THE PROBLEM

Consumer is the central point and all the marketing activities revolve around him. Manufacture produce what the consumer wants the consumer perception differ from person to person.

Perception is a mirror in which everyone displays his own image. Consumer display in searching using evaluating and disposing of products and services that will expect them to satisfy their needs the study of consumer perception is the study of how individuals. Make a decision to their available resource (money, time, effort). One consumption related items. It includes the study of what they by why they buy it. How they buy it, and how often they buy it.

The study of the customer perceptions is the main key for project setting as consumer, what we buy, how we buy. As students of human perception, it is important for us to understand the internal and external influence that impels individuals to act in certain consumption related ways. Consumer perception is simply a subject part of the large field of human as marketers and future markets, it is important. For us recognize why and how individuals make their consumption decision, so what we can make better strategic marketing. Decision without doubt, markets. Who understand consumer perception have a great competitive advantage in the market place.

CHAPTER III

OBJECTIVES OF THE STUDY

Primary objective:

To study the effectiveness of the consumers perception

Secondary objective:

To evaluate the levels of awareness and acceptance among people towards the product.

To know the reasons influencing the consumer in selecting the brand of soft drinks.

To analyses the various strategies in terms and advertisements, promotions etc., for improve the volume of sales of the company products.

CHAPTER IV

METHODOLOGY AND LIMITATIONS OF THE STUDY

As mentioned earlier in the report, Tamil Nadu, Andhra Pradesh and Karnataka, were a part of the phased launch of the product in the market. A consumer sampling involving 5.5 lakh people was conducted in a span of 30 days across major cities in order to give the product the required marketing push and to recognize the prospective consumers and their opinion in order to develop and market the product in a better way in the near future. The methodology used in studying and understanding the perceived views of consumers towards the product was SAMPLING.

Sampling, by definition, is that part of statistical practice concerned with the selection of individual observations intended to yield some knowledge about a population of concern, especially for the purposes of statistical inference. Each observation measures one or more properties of an observable entity enumerated to distinguish objects or individuals. In the case of Minute Maid Pulpy Orange, the properties taken into concern are, the opinion of people regarding the product, taking into consideration their age and gender.

The process of Sampling in the city of Bangalore was conducted in the chain of Food World outlets all over the city. A modern trade outlet like Food World was chosen because of facts like; the number of Food World outlets is high and the number of walk ins at each outlet was comparatively high as compared to any other stores or any other modern trade outlets. In recent years, consumers have preferred shopping for grocery and other necessaries at super markets due to reasons like, location of the store, shopping at leisure and convenience, spacious stores, availability of a wide array of products, prices offered and the quality of the products. Food World has been existent in the city for a very long time now and it is an outlet which satisfies all the above conditions and keeping that in mind, it was chosen. RESEARCH INSTRUMENT:

A well- structured questionnaire are used which was a mixture of open ended, closed-ended questions, ratings scales, multiple choices and dichotomous are also used for collections certain information.

QUESTIONNAIRE DESIGN:

The questionnaire designed is one consisting of close ended, multiple choices, rating, open-ended and dichotomous questions.

DATA COLLECTION: Nature of data: The nature of data is both primary and secondary data. Primary data: Descriptive research design is been used for the study. Primary data was collected from consumer survey method personal interview method was used to collect data from consumer. Secondary data: The secondary data was collected from websites.

SAMPLE SIZE: Due to time and resource constraints the sampling size of 300 customers are selected for the survey in consultants/agreements with industry and project guide.

SAMPLE PROCEDURE: Convenience sampling was adopted for collection of information and the sampling is non-probability.

LIMITAIONS OF THE STUDY

Due to time and resource the sample size was restricted to 105 in consultations with project guide. The survey was restricted to Chennai city. The sample respondents may not be the true presentation of the total customers. They can be errors due to bios of respondents.

Convenience sampling has own its limitations which would have resulted in minor errors. The time with in which the study is being attempted is too short to carry out a detailed analysis.

CHAPTER V COMPANY PROFILE

Initially, Hindustan Coca-Cola launched soft drinks products throughout India through contract bottlers under franchises agreement. The Shakthi group of company which had owns bottling units in Chennai and Madurai is one of the franchises of Coca-Cola for Tamil Nadu and Pondicherry. It purchased flavor from Coca-Cola and produce and market its brands up to 1999. Latter the Hindustan Coca-Cola wants to enter into production and marketing activities directly in some place o f India. At that time it purchased the Chennai bottling Co. Ltd. In Tamil Nadu from Shakthi group in 2000.

It starts its production activities under the name and style of the Hindustan Coca-Cola Beverages Pvt. And marketing activities in the name of Hindustan Coca-Cola marketing Pvt. Plant location and capacity Now the plant located in Nemam village and post in Thiruvalluvar district is a semi automatic plant. It caters the needs of consumer in all over Tamil Nadu and Pondicherry with the expanded production capacity of 600 bottles per minute.

For the last four and half decades Parle international limited has been achieving grand success. Parle Company was established in the year 1949 by late jayantlal chundhan. It has been into most places in Indian market and faced stiff competition from multinational companies, like Coca-Cola Company that was in the country till 1987. None of the MNC give competition with Parle products expects Coca-Cola. Presently the Coca-Cola Company has got rights from Parle Company about its products, which are producing under Coca-Cola brand name. The Coca-Cola Company made its debut in Indian in 1950. When pure drinks limited, a Delhi based company became the franchised bottle of Coca-Cola Corporation. In the early days the concentrate required produce Coca-Cola soft drinks was imported franchise was setup in Delhi to supplu7 bottle with concentration and beverage base. In 1964 Fanta orange flavor drink was introduced by Coca-Cola Export Corporation.

The worlds best-known brand name doesnt belong to the Coca-Cola company it belong to billions of consumers around the world who with each sip flavor and advertised. That is why the Coca- Cola is the worlds best known brand name Cokes global success is attributing to the ingenuity, fanatical dedication and phenomenal sums of money devoted to communication.

In 1975 Government of India asked CCEs to reduce its freedom holding by that time, entire capital was held by foreigners. Government of India gave 2 Yrs time to do this. After this Government stipulated that the Indian branch should dilute its equity to 40% and transfer its technological known to India. The company agrees to the former condition, but reject the later on. It wanted to keep a liaison and quality control office in India to control a coke concentrate.

PRODUCT PROFILE

The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit juices and bottled mineral water. The Company is always looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed by HCCBPL:

In the Cola Section:

In the Lemon section:

In the Orange section:

In the Juice section:

In the Soda Water and Bottled Mineral Water section:

PACKAGING DETAILS

Coca-Cola, Thumps Up, Fanta Limca and Sprite: 330 ml can, 200 ml and 300 ml returnable glass bottles; 500+100 ml free, 1.5 litre and 2 litre PET bottles

Diet Coke: 330 ml can and 500 ml PET bottle

Maaza: 200 ml and 250 ml Returnable Glass Bottle; 500+100 ml free and 1litre+200 ml free PET bottles and the newly introduced 200 ml Tetra Pack

Minute Maid Pulpy Orange: 400 ml and 1 litre PET bottles

Kinley Soda Water: 300 ml returnable glass bottles, 500+100 ml free and 1.5 litre PET bottles.

CHAPTER VI DATA ANALYSIS AND INTERPRETATION

Data analysis

The data after collection has to be processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study and for ensuring that we have all the relevant data. Processing implies editing, coding, classification and tabulation of collected data so that they acquiescent to analysis. The term analysis refers to the computation of certain measures along with searching for patterns of relationship that exists among data-group. Thus in the process of analysis, relationship or differences supporting or conflicting with original or new hypothesis should be subjected to statistical tests of significance to determine with what validity data can be said to indicate any conclusion. Analysis of data in a general way involves a number of closely related operations that are preformed with the purpose of summarizing the collected data and organizing them in such a manner that they answer the research questions.

TABLE NO 6.1.1 AGE-WISE CLASSIFICATION OF RESPONDENTS Age Below 20 yrs 21-30 yrs No of respondents 90 128 Percentage 30 43

31-40 yrs Above 40 yrs Total

46 36 300

15 12 100

INTERPRETATION: 30% of the respondents are below are 20,43%of the respondents are within 21-30 yrs of age, 15% of the respondents are within 31-40 yrs of age and 12% of the respondents are above 40 yrs of age. INFERENCE: 43% of the respondents are between 21-30 yrs of age.

FIGURE NO.6.1.1 AGE-WISE CLASSIFICATION OF RESPONDENTS

TABLE NO.6.1.2

GENDER-WISE CLASSIFICATION OF RESPONDENTS

Sex Male Female Total

No of respondents 200 100 300

Percentage 67 30 100

INTERPRETATION: 67% of the respondents are male and 33% of the respondents are female.

INTERFERENCE: 67% of the respondents are male.

FIGURE NO 6.1.2

GENDER-WISE CLASSIFICATION OF RESPONDENTS

TABLE NO.6.1.3

MONTHLY INCOME OF RESPONDENTS

Income(Figures in RS) 5000 & below 5000 5001 10000 10001-15000 15001& above Total

No of respondents 93 103 65 39 300

Percentage 31 34 22 13 100

INTERPRETATION:

34% of the respondents family income is below Rs.5000 per month. 34% of respondents family income is between 5001 to 10000 per month, 22% of the respondents family income is between 10001 to 15000 per month and 13% of the respondents family income is above Rs. 15001 per month.

INFERENCE: 34% of the respondents family income lies between rs.5001-10000.

FIGURE NO.6.1.3

MONTHLY INCOME OF RESPONDENTS

TABLE NO.6.1.4

FREQUENCY OF SOFT DRINKS CONSUMPTION

Frequency Twice a day of even more Once a day 3 to 4 times a week Occasionally Total

No Of Respondents 31 75 48 146 300

Percentage 10 25 16 49 100

INTERPRETATION: 10% of the respondents is having soft drinks twice a day or even more, 25% of the respondents are having soft drinks once a day, 16% of the respondents having soft drinks 3 to 4 times a day and 49% of the respondents are having soft drinks occasionally.

INFERENCE: 49% of the respondents are consuming occasionally and 10% of them are consuming twice a day or even more.

FIGURE NO.6.1.4

FREQUENCY OF SOFT DRINK CONSUMPTION

TABLE NO.6.1.5

CONSUMING PARTICULAR BRAND OF SOFT DRINKS

Opinion Yes No Total

No Of Respondents 229 71 300

Percentage 75 25 100

INTERPRETATION:

75% OF THE RESPONDENTS are consuming particular brand of soft drinks and 25 % of the respondents are not consuming particular brand of soft drinks.

INFERENCE:

75% of the respondents are consuming particular brand of soft drinks.

FIGURE NO: 6.1.5

CONSUMING PARTICULAR BRAND OF SOFT DRINKS

TABLE NO: 6.1.6

BASIC REASONS TO CONSUME THE SOFT DRINKS

Reasons To pass time I like the taste/flavor On special occasions For digestion Total

No Of Respondents 62 136 73 29 300

Percentage 21 45 24 10 100

INTERPRETAION:

21% OF THE RESPONDENSTS HAVING soft drinks to pass time,45% of the respondents are having soft drinks as they like the taste of flavor, 24% of the respondents are having soft drinks on special occasion and 10% of the respondents are having soft drinks for digestion.

INFERENCE:

45% of the respondents are preferred due to taste/flavor and 10% are having for digestion.

FIGURE NO 6.1.6

BASIC REASONS TO CONSUME THE SOFT DRINKS

TABLE NO.6.1.7

BUYING OF SOFT DRINKS OTHER THAN FAVOURITE ONE

Opinion YES NO Total

No Of Respondents 151 78 229

Percentage 66 34 100

INTERPRETAION:

66% of the respondents are willing to buy other soft drinks if their favorite is not available and 34% of them are willing to buy only their favorite soft drinks.

INFERENCE:

66% of the respondents are willing to buy other soft drinks if their favorite is not available.

FIGURE NO 6.1.7

BUYING OF SOFT DRINKS OTHER THAN FAVOURITE ONE

TABLE NO .6.1.8

AWARENESS OF COCA-COLA SOFT DRINKS

Brand Name Coca-cola Thumps-up Sprite Limca Maaza Total

No Of Respondents 300 300 300 300 300 300

Percentage 100 100 100 100 100 100

INTERPRETAION:

All the respondents are aware at all the brands of coca-cola

INFERENCE:

All the respondents are aware at all the brands of coca-cola

FIGURE NO.6.1.8

AWARENESS OF COCA-COLA SOFT DRINKS

TABLE NO.6.1.9

PALCE OF PURCHASING SOFT DRINKS

Place Theaters Hotels Cool drinks shops Ice cream shops Total

No of respondents 71 52 157 20 300

Percentage 24 17 52 7 100

INTERPRETAION:

24% of the respondents are purchasing at theaters, 17% of the respondents are purchasing at hotel, 52% of the respondents are purchasing at cool drinks hops and 7% of the respondents re purchasing at ice cream parlous.

INFERENCE:

52% OF THE RESPONDENTS ARE CONSUMING SOFT DRINKS AT COOL DRINKS

SHOPS.

FIGURE NO 6.1.9

PLACE OF PURCHASING SOFT DRINKS

TABLE NO 6.1.10

FACTORS AFFECTING TO SELECT THE PARTICULAR BRAND OF SOFT DRINKS

Factor QUALITY PRICE BRAND NAME PROMOTIONAL SCHEMES ANY OTHER TOTAL

No Of Respondents 143 4 113 15 25 300

Percentage 48 1 38 5 8 100

INTERPREATAION:

48% of the respondents are preferred soft drinks for quality 1% of the respondents preferred soft drinks for price, 38% of the respondents preferred soft drinks for brand name, 5 % of the respondents are preferred soft drinks for promotional schemes and 8% of the respondents as of drinks for other reasons

INFERENCE:

48% of the respondents are preferred for quality.

FIGURE NO 6.1.10

FACTORS EFFECTIING TO SELECT THE PARTICULAR BRAND OF SOFT DRINKS

TABLE NO 6.1.11

CHANGE IN BRAND LOYALTY WITH IN PAST ONE YEAR

Opinion Yes No Total

No of respondents 6 294 300

Percentage 2 98 100

INTERPRETATION:

% of the respondents are not shifted from present brand t another in the past one year and 2% of them are shifted from present brand to another.
INFERENCE:

98% of the respondents are not shifted from present brand to another in the past one year.

FIGURE NO 6.1.11

CHANGE IN BRAND LOYALITY WITH IN PAST ONE YEAR

TABLE NO 6.1.12

SIZE OF THE SOFT DRINKS PREFERED

Size 200ml 300ml 500ml 1ltr 1.5ltr 2ltr Total

No Of Respondents 225 15 24 0 9 27 300

Percentage 75 5 8 0 3 9 100

INTEREPRETAION:

75% of the respondents preferred 200ml pack, 5% of the respondents preferred 300ml pack, 8% of the respondents preferred 500ml pack. no one preferred 1ltr pack, 3% of the respondents preferred 1.5 ltr pack and 9% of the respondents 2 ltr pack.

INFERENCE

75% of the respondents preferred 200 ml and none of them preferred 1 ltr of coca-cola drinks.

FIGURE NO 6.1.12

SIZE OF THE SOFT DRINKS PREFERED

TABLE NO.6.1.13 CONSUMERS SATISFCATION LEVEL TOWARDS THE GIVEN

Satisfactio n Level

Highly satisfied

Satisfied

Neither Satisfied nor Dissatisfied

Dissatisfie d

Highly Dissatisfie d Total

Factor Price (%) Availability (%) 27 9 79 26 166 55 141 47 67 22 60 20 36 12 14 5 5 2 6 2 300 100 300 100

Pack size (%)

76 25

143 48

64 21

13 4

4 1

300 100

INTEREPRETATION: According to price respondents of 9% were highly ssatisfied,55% were satisfied,22% were neither satisfied not dissatisfied, 12% were dissatisfied,2% ware highly dissatisfied. According to availability, respondents of 26% were highly satisfied, 47% were satisfied, 20% were neither satisfied nor dissatisfied, 5% were dissatisfied, 2% were highly dissatisfied. According to pack size, respondents of 25% were highly satisfied, 48% were satisfied, 21% were neither satisfied not dissatisfied, 4% were dissatisfied,1% were highly dissatisfied.

INFERENCE: 55% of respondents are satisfied with price, 47% of respondents are satisfied with availability and 48% of respondents are satisfied with pack size.

FIGURE NO.6.1.13

CONSUMER SATISFACTION LEVEL TOWARDS THE GIVEN FACTORS.

TABLE NO: 6.1.14 BRAND PREFERENCE OF COCA-COLA SOFT DRINKS

Ranks

Rank1

Rank2

Rank3

Rank4

Rank5

Rank6

Total

Brand Names Coca-cola (%) Fanta (%) Sprite (%) Limca (%) Thumpsup (%) Maaza (%) 62 21 50 17 55 15 45 15 43 14 56 19 300 100 100 33 65 22 40 13 18 6 15 5 40 13 120 40 44 15 32 11 14 5 44 15 53 18 86 29 56 19 17 6 27 9 30 10 80 27 102 34 16 5 43 14 23 8 30 10 75 25 86 29 46 15 9 3 20 7 17 6 152 51 300 100 300 100 300 100 300 100 300 100

INTERPRETAITON:

Respondents ranked coca-cola as first by 33% as 2nd by 13% as third by 15% as 4th by 9% as 5th by 14% as 6th by 15%. Respondents ranked Fanta as first by 22%, as 2nd by 40% as 3rd by 18%, as 4th by 10% as 5th by 8% as 6th by 3%

Respondents ranked sprite as first by 13% as 2nd by 15% as third by 29% as 4th by 27% as 5th by 10% as 6th by 7%

Respondents ranked Limca as first by 6% s 2nd by 11% as third by 19% as 4th by 5% as 5th by 25% as 6th by 6%. Respondents ranked Thumps-up as first by 5% as 2nd by 5% as third by 6% as 4th by 5% as 5th by 29% as 6th by 51%. Respondents ranked Maaza as first by 21% as 2nd by 17% as third by15% as 4th by 15% as 5th by 14% as 6th by 19%.

INFERENCE:

33% of respondents ranked Coca-cola as NO.1, 40% of the respondents ranked Fanta as No.2and 51% of the respondents ranked thumps-up as last.

FIGURE NO 6.1.14

BRAND PREFERENCE OF COCA-COLA SOFT DRINKS

TABLE NO: 6.1.14.1

BRAND NAME RANKED AS NO: 1

Brand Name Coca-cola Fanta Sprite Limca Thumps-up

No Of Respondents 100 65 40 18 15

Percentage 33 22 13 6 5

Maaza Total

62 300

21 100

INTERPRETATION:

33% of the respondents has ranked coca-cola as no.1 ,22 % ranked Fanta as no.1,13% ranked Sprite as no.1 and 6% ranked Limca as no.1 5% ranked thump-up as no.1 and 21% ranked Maaza as no .1

INFERENCE:

33% of the respondents had given first rank to coca-cola

FIGURE NO 6.1.14.1

BRAND NAME RANKED NO.1

TABLE NO: 6.1.14.2

AVERAGE RANKING OF RESPONDENTS

Brand Name

Average Rank First 3 Rank Last 3 Rank 7% 13% 14% 16% 22% 28%

Fanta Coca-cola Sprite Maaza Limca Thumps up

26% 20% 19% 17% 12% 5%

INFERENCE:

1. By the average of first 3 ranks respondents ranked thumps-up as last

Fanta as first and

2. By the average of last 3 ranks respondents Fanta as last and Thumps-up as first 3. From the both chart it reviles that there is no change in the order of preference.

FIGURE NO. 6.1.14.2

AVERAGE OF FIRST 3 RANKINGS OF RESPONDENTS

AVERAGE OF LAST 3 RANKING OF RESPONDENTS

TABLE NO.6.1.15

PROMOTION STRATEGIES

Promotional Strategies Discount price Price schemes Gifts Sponsor to games Total

No Of Respondents 167 36 53 44 300

Percentage 55 12 18 15 100

INTERPRETATION:

55% OF THE RESPONDENTS PREFERRED discount price strategy, 12% of them preferred price schemes strategy, 18% of them preferred Gifts and 15% of them preferred sponsor to games.

INFERENCE:

55% OF THE respondents are preferred discount price strategy

FIGURE NO.6.1.15

PROMOTION STRATEGIES

TABLE NO.6.1.16

SOURCE OF AWARNESS PREFERED BY RESPONDENTS

Sources Through friends TV. advertisement News paper Radio Banners Magazines Total

No Of Respondents 55 187 11 19 24 4 300

Percentage 18 62 4 6 8 1 100

INTERPRETATION:

18% of the respondents preferred aware through friends 62% of them ware through T.V advertisement and 4% of the respondents aware through news paper 6% of them aware through radio and 8% of the respondents aware through banners and 1% of them through magazines.

INFERENCE:

62% of the respondents were aware through T.V. advertisement.

FIGURE NO 6.1.16

SOURCES OF AWARNESS PREFERED BY RESPONDENTS

STATISTICAL TOOLS AND ANALYSIS

STATISTICAL ANALYSIS

SPEARMANS RANK CORRELATION COFFICIENTT The coefficient of rank correlation is based on the various valued of the varieties and is denoted by r. it is applied in the problems in which data cannot be measured quantitatively by qualitative assessment is possible such a beauty honesty etc., in this case the best individual is given rank number 1, next rank 2 and so on. The coefficient or rank correlation is given by the formula. r=1-6d2/n (n2-1) KILOMOGRAV SMIRNOV TEST This test is used when the data are at lease ordinal and the research situation calls for a comparison of an observed sample distribution with a theoretical

distribution. The KS is a goodness of fit test in which the specified cumulative frequency distribution occurred under theoretical distribution is compared with the expected frequency distribution under h0 The formula to calculate KS Test. Maximum deviation /Fo(x)-fe(x) Fo(x)-Observed cumulative frequency and fe(x) Expected cumulative frequency

TABLE NO: 6.2.1 CHI-SQUARE TEST NO .1 Aim: To test the relationship between sex and frequents of consumption of the soft drinks. Null hypothesis (Ho): There is no significance between sex and consuming frequents of the soft drinks. Alternate Hypothesis (H1): There is a significant difference between sex and consuming frequents of the soft drinks.

Sex

Male

Female

Total

Frequency Twice a day 26 5 31

Once a day

57

18 14

75 48

3 to 4 times a 34 week Occasionally Total 83 200

63 100

146 300

Expected frequency: Sex Male Female Total

Frequency Twice a day Once a day 21 50 10 25 16 31 75 48

3 to 4 times a 32 week Occasionally Total 97 200

49 100

146 300

Calculation: O 26 57 34 83 5 18 14 63 E 21 50 32 97 10 25 16 49 (O-E) 5 7 2 -14 -5 -7 -2 14 (O-E)2 25 49 4 196 25 49 4 196

(O-E)2/E

(0-E)2/E 1.1905 .9800 0.1250 2.0206 2.5000 1.9600 .2500 4.0000 13.0261

CALCULATED VALUE OF x2 =(0-E)2/E =13.026

Table value of x2 at (4-1) (2-1) =3 d.o.f at 5% level of significance is 7.8.1.5 Result: Calculated value of x2 is greater than table of x2 at 3 d.o.f at 5% level of significance so we reject H0 i.e. we accept H1 Decision: There is significance difference between sex and frequent of consumption soft drinks. TABLE NO.6.2.2 CHI-SQUARE TEST NO.2 Opinion Yes No Total

Sex

Male Female Total

167 62 229

33 38 71

200 100 300

Expected frequency: Opinion Yes No Total

Sex

Male Female Total

153 76 229

47 24 71

200 100 300

Calculation: O 167 62 33 38 E 153 76 47 24 (O-E) 14 -14 -14 14 (O-E)2 196 196 196 196
(O-E)2/E

(0-E)2/E 1.2810 2.5789 4.1702 8.1667 16.1969

Calculated value of x2 = (o-E)2/E =16.1969 Table value of x2 at (2-1) (2-1) =3 d.o.f at 5% level of significance is 3.841 Result: Calculated value of x2 is greater than table value of x2 at 3 d.o.f at 5% level of significance so we reject H0 i.e. we accept H1 Decision: There is a significance difference between sex and consuming particular brand of soft drinks.

TABLE NO.6.2.3 CHI-SQUARE TEST NO 3 Sex Male Female Total

Gender To pass time I like 48 the 86 14 50 62 136

taste/flavor On occasion For digestion Total 22 200 7 100 29 300 special 44 29 73

Expected frequency: Sex Male Female Total

Gender To pass time I like 41 21 45 62 136

the 91

taste/flavor On occasion For digestion Total 19 200 10 100 29 300 special 49 24 73

Calculation: O 48 86 44 22 14 50 29 7 E 41 91 49 19 21 45 24 10 (O-E) 6.6667 -4.667 -4.667 3 -6.667 4.6667 4.6667 -3 (O-E)2 44 22 22 9 44 22 22 9

(O-E)2/E

(0-E)2/E 1.0753 0.2402 0.4475 0.4737 2.1505 0.4804 0.8950 0.9000 6.6625

CALCULATED VALUE OF x2 = (0-E)2/E =6.6625 Table value of x2 at (4-1)(2-1)=3 d.o.f at 5% level of significance is 7.815

Result: Calculated value of x2 is lesser than table of x2 at 3 d.o.f at 5% level of significance so we accept H0 Decision: There is significance difference between sex and reason to consuming soft drinks.

TABLE NO 6.2.4 CHI-SQUARE TEST NO 4 Sex Male Female Total

Reason Quality Price Brand name Promotional schemes/ any other Total 200 100 300 91 3 83 23 52 1 30 17 143 4 113 40

Expected frequency: Sex Male Female Total

Reason Quality Price Brand name Promotional schemes/ any other Total 200 100 300 95 3 75 27 48 1 38 13 143 4 113 40

Calculation: O 91 3 83 23 52 1 30 17 E 95 3 75 27 48 1 38 13 (O-E) -4.333 0.3333 7.6667 -3.667 4.3333 -0.333 -7.667 3.6667 (O-E)2 19 0 59 13 19 0 59 13
(O-E)2/E

(0-E)2/E 0.1970 0.0417 0.7802 0.5042 0.3939 0.0833 1.5605 1.0083 4.5691

CALCULATED VALUE OF x2 = (0-E)2/E =4.5691

Table value of x2 at (4-1)(2-1)=3 d.o.f at 5% level of significance is 7.815 Result: Calculated value of x2 is lesser than table of x2 at 3 d.o.f at 5% level of significance so we accept H0 Decision: There is significance difference between sex and reason to select particular brand soft drinks.

TABLE NO 6.2.5 CHI-SQUARE TEST NO 5 Opinion Yes No Total

Age Below 20 yrs 21-30yrs 31-40yrs Above 41 yrs Total 74 88 38 29 229 16 40 8 7 71 90 128 46 36 300

Expected frequency: Opinion Yes No Total

Age Below 20 yrs 21-30yrs 31-40yrs Above 41 yrs Total 69 98 35 27 229 21 30 11 9 71 90 128 46 36 300

Calculation: O 74 88 38 29 16 40 8 7 E 69 98 35 27 21 30 11 9 (O-E) 5.3 -9.707 2.8867 1.52 -5.3 9.7067 -2.887 -1.52 (O-E)2 28 94 8 2 28 94 8 2
(O-E)2/E

(0-E)2/E 0.4089 0.9643 0.2373 0.0841 1.3188 3.1102 0.7654 0.2712 7.1602

CALCULATED VALUE OF x2 = (0-E) 2/E

=7.1602 Table value of x2 at (4-1) (2-1)=3 d.o.f at 5% level of significance is 7.815 Result: Calculated value of x2 is lesser than table of x2 at 3 d.o.f at 5% level of significance so we accept H0 Decision: There is significance difference between sex and consuming particular soft drinks.

TABLE NO: 6.2.6 CHI-SQUARE TEST NO 6 Sex Male Female Total

Promotion Strategy Discount price Price schemes Gift Sponsor to games Total 111 26 31 32 200 56 10 22 12 100 167 36 53 44 300

Expected frequency:

Sex

Male

Female

Total

Promotion Strategy Discount price Price schemes Gift Sponsor to games Total 111 24 35 29 200 56 12 18 15 100 167 36 53 44 300

Calculation: O 111 26 31 32 56 10 22 12 E 111 24 35 29 56 12 18 15 (O-E) -0.333 2 -4.333 2.6667 0.3333 -2 4.3333 -2.667 (O-E)2 0 4 19 7 0 4 19 7
(O-E)2/E

(0-E)2/E 0.0010 0.1667 0.5314 0.2424 0.0020 0.3333 1.0629 0.4848 2.8246

CALCULATED VALUE OF x2 = (0-E)2/E =2.8246 Table value of x2 at (4-1)(2-1)=3 d.o.f at 5% level of significance is 7.815 Result: Calculated value of x2 is lesser than table of x2 at 3 d.o.f at 5% level of significance so we accept H0 Decision: There is significance difference between sex and promotional strategies by respondents to soft drinks.

TABLE NO.6.2.7 CHI-SQUARE TEST NO 7 Sex Yes No Total

Sources Through friends TV. advertisement News paper Radio Magazines 40 120 9 13 2 15 67 2 6 2 55 187 11 19 4

Banners Total

16 200

8 100

24 300

Expected frequency: Sex Yes No Total

Sources Through friends TV. advertisement News paper Radio Magazines Banners 37 125 7 13 3 16 18 62 4 6 1 8 55 187 11 19 4 24

Total

200

100

300

Calculation:
O 40 120 9 13 2 16 15 67 2 6 2 8 E 37 125 7 13 3 16 18 62 4 6 1 8 (O-E) 3.3333 -4.667 1.6667 0.3333 -0.667 0 -3.3333 4.6667 -1.667 -0.333 0.667 0 (O-E)2 11 22 3 0 0 0 11 22 3 0 0 0 (0-E)2/E 0.3030 0.1747 0.3788 0.0088 0.1667 0.0000 0.6061 0.3494 0.7576 0.0175 0.3333 0.0000

(O-E)2/E CALCULATED VALUE OF x2 = (0-E)2/E

3.0958

=3.0958 Table value of x2 at (6-1)(2-1)=5 d.o.f at 5% level of significance is 11.070 Result: Calculated value of x2 is lesser than table of x2 at 5 d.o.f at 5% level of significance so we accept H1 Decision: There is significance difference between sex and source of awareness programs. TABLE NO 6.2.8 KOLMOGROV SMIRNOV TEST NO .1 AIM: To test the satisfaction level towards the factors of coca-cola soft drinks. Null Hypothesis (H0): This implies that there is no significance difference in satisfaction level and factors among the respondents. Alternate Hypothesis (H1): This implies that there is a significance difference in the satisfaction level and factors among the respondents.

Satisfaction Level

Highly Satisfied

Satisfied

Neither Satisfied Nor Dissatisfied

Dissatisfied

Highly Dissatisfied

Total

Factors

Price Availability Pack size

27 79 76

165 141 143

67 60 64

36 14 13

5 6 4

300 300 300

Weighted Average (27x5)+(165x3)+(67x3)+(36x2)+(5x1)=1073 1073/3000=3.577 (79x5)+(141x4)+(60x3)+(14x2)+(6x1)=1173 1173/300=3.91 (76x5)+(163x4)+(66x3)+(13x2)+(4x1)=1174 1174/300=3.913

Rank

3 2 1

CF

Fo(x)

CE

Ce(x)

Fo(x)Fe(x)

3.5766

3.577

0.3137

3.8

3.8

0.3333

0.0193 Dmax

3.91

7.487

0.657

3.8

7.6

0.6666

0.0096

3.913 =11.4

11.4

3.8

11.4

Expected value = 11.4/3 =3.8 Calculated value of D max=0.0193 Table value of D at 5% level of significance is = 1.36/ =1.36/17.32
=0.0785 Result: The calculated value is less than tabulated value so we accept H0. Decision: This implies that there is no significance difference in the satisfaction level and factors among the respondents. TABLE NO.6.2.9 SPEARMANS RANK CORRELATION TEST NO: 1 COCA-COLA VS. FANTA AIM: To find the correlation between coca-cola vs. Fanta Null hypothesis (H0): There is no correlation between consumer preference of coca-cola and Fanta. Alternate Hypothesis (H1): There is a correlation between consumer preference of cocacola and Fanta.

R1 1 5

R2 2 1

D=(R1-R2) -1 4

d2 1 16

3 6 4 2

3 4 5 6

0 2 -1 -4 D2

0 4 1 16 38

Spearmans rank correlation= = 1--

-0.086

Result: Coca-Cola and Fanta are ve correlated For N=6 table value of spearmen rank correlation co-efficient at level of significance 5% is 0.8286. The calculated value of spearmen rank correlation is less than the table of spearman rank correlation so we accept h0. Decision: There is no correlation between consumer preference between coca-cola and Fanta. TABLE NO.6.2.10 SPEARMANS RANK CORRELATION TEST NO.2 FANTA VS SPRITE Aim: To find out the Correlation between Fanta vs Sprite Null Hypothesis (H0): There is no correlation between consumer preferences of Fanta and Sprite. Alternate Hypothesis (H1): There is a correlation between consumer preference of Fanta and Sprite.

R2

R3

d=(R2-R3)

d2

2 1 3 4 5 6

4 3 1 2 5 6

-2 -2 2 2 0 0 D2

4 4 4 4 0 0 16

Spearmans rank correlation=

= =

10.543

Result: Fanta and Sprite are +ve correlated For N=6 table value of spearmen rank correlation co-efficient at level of significance 5% is 0.8286. The calculated value of spearmen rank correlation is less than the table of spearman rank correlation so we accept h0. Decision: There is no correlation between consumer preference between Fanta and Sprite.

TABLE NO.6.2.11 SPEARMANS RANK CORRELATION TEST NO.3 SPRITE VS LIMCA Aim: To find out the Correlation between Sprite vs Limca

Null Hypothesis (H0): There is no correlation between consumer preferences of Sprite vs Limca. Alternate Hypothesis (H1): There is a correlation between consumer preferences of Sprite vs Limca. R3 R4 d=(R3-R4) d2

4 3 1 2 5 6

5 4 3 1 2 6

-1 -1 -2 1 3 0 D2

1 1 4 1 9 0 16

Spearmans rank correlation=

= =

10.543

Result: Sprite vs Limca are ve correlated For N=6 table value of spearmen rank correlation co-efficient at level of significance 5% is 0.8286. The calculated value of spearmen rank correlation is less than the table of spearman rank correlation so we accept h0. Decision: There is no correlation between consumer preferences between Sprite vs Limca

TABLE NO.6.2.12 SPEARMANS RANK CORRELATION TEST NO.4 LIMCA VS THUMPS-UP Aim: To find out the Correlation between Limca vs Thumps-up Null Hypothesis (H0): There is no correlation between consumer preferences of Limca vs Thumps-up Alternate Hypothesis (H1): There is a correlation between consumer preferences of Limca vs Thumps-up .R4 R5 d=(R4-R5) d2

5 4 3 1 2 6

5 6 3 4 2 1

0 -2 0 -3 0 0 D2

0 4 0 9 0 25 38

Spearmans rank correlation=

= =

1-0.0857

Result: Limca vs Thumps-up are ve correlated

For N=6 table value of spearmen rank correlation co-efficient at level of significance 5% is 0.8286. The calculated value of spearmen rank correlation is less than the table of spearman rank correlation so we accept h0. Decision: There is no correlation between consumer preferences between Limca vs Thumps-up. TABLE NO.6.2.13 SPEARMANS RANK CORRELATION TEST NO.5 THUMPS-UP VS MAAZA Aim: To find out the Correlation between Thumps-up vs Maaza Null Hypothesis (H0): There is no correlation between consumer preferences of Thumpsup vs Maaza Alternate Hypothesis (H1): There is a correlation between consumer preferences of Thumps-up vs Maaza R5 R6 d=(R5-R6) d2

5 6 3 4 2 1

1 3 5 4 6 2

4 3 -2 0 -4 1 D2

16 9 4 0 16 1 46

Spearmans rank correlation=

= =

1-0.314

Result: Thumps-up vs Maaza are ve correlated For N=6 table value of spearmen rank correlation co-efficient at level of significance 5% is 0.8286. The calculated value of spearmen rank correlation is less than the table of spearman rank correlation so we accept h0. Decision: There is no correlation between consumer preferences between Thumps-up vs Maaza. CHAPTER VII FINDINGS

SUMMARY OF FINDINGS

1. 2. 3. 5001-10000 4. 5. of soft drinks. 6. 7. 8. coca-cola.

43% of the consumers are between 21-30 yrs of age 43 % of the consumers are male. 34% of the respondents family income lies between Rs 49% of the consumers are consuming occasionally. 75% of the consumers are consuming particular brand 45% of the consumers are preferred due to taste/flavor. 66% of the consumers are willing to buy other soft drinks if their favorite is not available. The entire consumers are aware at all the brands of

9. cool drinks shop 10. 11. 12. 13. 14. coca=cola. 15.

52% of the consumers are consuming soft drinks from 48% of the consumers are preferred for quality. 985 of the consumers are not shifted from present brand to another in the past one year. 75% of the consumers are preferred 200ml 55 % of the consumers are satisfied with price. 33% of the consumers are given first tank for Even though maximum consumer ranked coca-cola as no.1 in ranking but on an average of first 3 ranks Fanta is the first place in actual consumption.

16. 17. advertisement.

55% of the consumers are preferred discount price strategy to promote the sales. 625 of the consumers are aware through T.V

STATISTICAL FINDINGS

1. 2. 3. 4.

There is a significance difference between sex and frequents of consumption of soft drinks. There is a significance difference between sex and consuming particular brand of soft drinks. There is a no significance difference between sex and reason to consuming soft drinks. There is n significance difference between sex and reason to select a particular brand of soft drinks.

5. 6. 7. 8. 9. 10. 11. 12. 13.

There is no significance difference between age and consuming particular brand of soft drinks. There is no significance difference between sex and promotional strategy suggested by respondents. There is significance difference between sex and source of awareness programs. There is no significance difference between age and promotional strategy suggested by respondents to coca-cola There is no correlation between consumer preference between coca-cola and Fanta There is no correlation between consumer preference between Fanta and sprite There is no correlation between consumer preference between sprite and Limca There is no correlation between consumer preference between Limca and thumps-up There is no correlation between consumer preference between Thumps-up and Maaza.

CHAPTER VIII SUGGESTIONS

1. any new flavor. 2. 3.

Cent percentage of the consumer awareness about the various flavors of the coca-cola brand. Hence it is the right time to introduce SOME promotional strategy need to introduce for improve the sales of the Thump-up Some attraction can be used to increase the consumption rate of the soft drink as many have for a time pass.

4. 5.

The flavor is being the prime importance it should be maintained and enhanced further. Every brand is favorite to someone. As there is 1/3 of the customer not willing to buy other than favorite one, hence all brands should be available in market in all time.

6. 7. 8. 9. be improved 10.

As most of the respondents preferred small pack size there is some chance to increase the sales by introduces further small packs. As most of the respondents are preferred the quality and it can be improved further in future. As most of the respondents are satisfied with the price it is the right time to increase price mildly. The source of awareness if mainly through the media as T.V advertisement, hence the frequency of advertisement and the quality can Considerable consumption is through marking in theaters so marketing should be focus in that place.

Chapter IX Conclusion

The study can be conducted by stating that coca-cola has got a very good market share and the respondents and the public with quality price flavor etc., and there are very few areas where the company should pay the attention which are clearly given in the

suggestion. The company if consider the given finding and suggestion there is no about for being a market leader in the soft drinks segment.

APPENDIX QUESTIONNAIRE

1. Name : 2. Address: 3. Age : a) below 20 yr b)21-30 yrs c) 31-40yrs d) above 41 yrs 4. What is the total monthly income of your family? a) Less than 5000 b) Rs. 5001 to 10,000 b) 10001 to 15000 d) above 15000 5. How frequently do you consume soft drinks? a) Once a day b) Twice a day(or) even more c) 3 to 4 times a week d) Occasionally 6. What is your basic reason to consume the soft drinks? a) To pass time b) I like a taste /flavor c) For digestion d) On special occasions 7. Do you consume any particular brand of soft drinks? a) Yes b) no If yes Please mention. 8. If your favorite soft drink is not available will you buy any other soft drinks? a) Yes b) no

9. Please tick the brand name of soft drinks that you are aware of? a) Coca-cola b) Fanta c) Limca d) Sprite e) Maaza f) Thumps up g) No 10. Where do you purchase soft drinks? a) Theaters b) Hotels c) Ice parlors d) Cool drink shop 11. What is the reason of selecting the particular band? a) Quality b) Price c) Brand name d) Promotional schemes e) Any other 12. Have you changed to the present brand within the past one year? a) Yes
If yes reason..

b) no

13. What quantity of soft drinks per bottle/pet did you prefer to buy? a) 200ml b) 300ml c) 500ml d) 1 ltr e) 1.5 ltr f) 2 ltr

14. Kindly quote your satisfaction level towards the coca-cola brand soft drinks with reference to the following factors?
Highly Satisfaction Level Satisfied Satisfied Neither Satisfied Nor Dissatisfied Factors Dissatisfied Highly Dissatisfied

price

availability

Pack sizes

15. Please rank the brands of coca-cola soft drinks based on your preference and

liking towards it.

Ranks Rank1 Rank2 Rank3 Rank4 Rank5 Rank6

Brand Name Coca-cola Fanta Sprite Limca Maaza

Thumps up 16. what is the promotion strategy you would suggest brands of coca-cola drinks? a) Discount price b) Price schemes c) Gifts d) Sponsor to games 17. Please specify the sources of awareness for the coca-cola brands drinks? a) TV add b) Radio c) Newspaper

e) Magazines f) Through friends

18. Please give your suggestion/comments to improve the service of coca-cola soft drinks products .. BIBLIOGRAPHY

Kothari.C.R.(2000). Research methodology and Techniques(2nd Edition), Wishwa Prakashan Private Limited, New Delhi. Philip Kotler,(2000), Marketing Management, (Millennium Education), prentice hall India Ltd. New Delhi.

Sharma D.D (1999),Marketing Research, Sultan chand and Chand and Co. (Edition 3rd) New Delhi. www.coca-cola.com www.google.com