]

LITTLE DROP OF JOY. . . .

PREFACE
As a student of management, it is very important to understand the practical way of doing
work in organization. It exposes to the potential manager towards the actual work situation and
gives a student rich insight into what practically is going on inside the industries, infect it is the
implementation of theory into practices which is the life force of management.
Survey research reports an obligatory requirement for the B.B.A. It was of great advantage to receive
practical survey in A STUDY BASED ON THE COUSTOMER SATISFACTION

LEVL FROM COCA- COLAThe management of the company offered an excellent learning
situation.Coke an American based company has now come up as most dominating company of soft
drink. Now, it has spread its strong distribution over the global market with its brands like Coca
Cola, Fanta, Sprit etc. COCA COLA is the popular brand in India. Soft drink and mineral water have
great contribution of 62% of market share of all companies of beverages. It got its inceptions in the
year of 1997. It took its second start in September 1993 with acquiring five Parle Group Drinks
which are Thumps Up, Gold Spot, Limca, Maaza, and Soda. The project assigned to me by
Hindustan Coca-Cola Beverages Private Limited was A STUDY BASED ON THE

COUSTOMER SATISFACTION LEVL FROM COCA- COLA . Simultaneously I

was to know the problem and short comings of retailers Being the famous & big city of Uttar
Pradesh (India), I choosed the area of Varanasi to conduct my and to get lot of exposure and various
opportunities to meet different kind of customers. This project has been taken to study the

availability of complete range of Coca Cola products and providing the proper schemes of company
to the retail outlets.
To conduct the detail study of my project I worked for three to four agencies in Varanasi. During
the training period I covered the whole market of Varanasi and gathered the information from
retail outlets regarding the availability of whole range of Coca-Cola products. After the getting
information I list out those retail outlets and getting the response regarding the various
promotional schemes of Coca-Cola Company.
In completion of this project I had to go through different phases of sales and marketing.
I come to final report on the basis of survey along with questionnaire conducted by me.
Having gone through different stages of my project I was fully convinced to come to this point
that current status of the company is much more than any other company of the field concerned.
Finally, my project comes to its conclusion with some of the recommendation, prescribed on the
basis facts and data collected by me.

ACKNOWLEDGEMENT
The present work is an effort to throw some light on A STUDY BASED ON THE
COUSTOMER SATISFACTION LEVL FROM COCA- COLA . The work would not have
been possible to come to the present Shape without the able guidance, supervision and help to
me by number of People. With deep of gratitude I acknowledge the encouragement and guidance
Received by my organization guide Mr. Pushya Mitra Tiwari and other staff Members. I
convey my heartfelt affection to all those people who helped and supported me during the
course, for completion of my Project Report.
.I would like to give my thankful regards to Prof.Rahul Anand Singh (Head Of
Department Of Bachelor Of Business Administration) in charge for providing me with such a
healthy environment to uplift my knowledge and skill.
I would like to acknowledge my deep thanks to my faculty members Mr. Pushya Mitra
Tiwari, Miss Fati Safaat and Miss Chandan Singh for their kind help and without whom
support this SURVEY project couldnt be completed.
NIRAJ SINHA

B.B.A.4thSemester

TERI,P.G.College
Ghazipur 233001 [U.P.]

COMPANY PROFILE

INTRODUCATION
One of the most competitive markets in the world at present is the soft drink market
which cores of rupees on advertisement and other promotional activities are being spent. It is one
of the many sectors, registering steady growth over a hundreds years throughout the world/ In
India, the soft industry is flourishing well with a wider investigation. the impact of globalization
on brand preference of soft drinks and the factors determining the brand preference are studied.

MENING OF SOFT DRINK

Soft drinks are commonly sold in stores in bottles and cans. They are also sold in
restaurants and bars as fountain drinks made from syrup that comes in a special bag called a BagIn-Box (BIB). In the U.S. and other countries, vending machine sales earn a significant amount
of money for the producers and distributors. Most famous name-brand soft drinks are produced
and bottled by local or regional independent bottling companies. These companies license the
name and are usually sold the main ingredients (syrup) made by the main manufacturing plants
of the trademark holders. For example, unless you live in Georgia, USA, or nearby, a can of
Coke will likely be from a facility near the point-of-purchase. In the past, most Cola and other
soft drinks were sweetened with ordinary sugar (sucrose), but to save on production costs (due to
high sugar tariffs imposed on sugar imported into the United States), most companies have

turned to the more economical corn syrup as a sweetener in the United States. In some countries
outside the United States, sugar is still used. Competition in the industry among soft drink
producers is widely referred to as the cola wars.

DEFINITION OF SOFT DRINK

A soft drink is a drink that contains no alcohol. The word is opposed to a "hard
drink", which does contain alcohol. In general, the term is used only for cold beverages, i.e. hot
chocolate, tea, and coffee are not considered as a soft drink; carbonated milk would probably not
be considered a soft drink. The term originally referred exclusively to carbonated drinks, and is
still commonly used in this manner

SOFT DRINK MARKET

The Indian soft drink market is very wide and big to control, as India has all types of
seasons and different locations with different cultures. Soft drink industry is a massive industry
with a stiff competition. All people, irrespective of their age and earnings, consume soft drinks
and are interested in making their own choice of sift drink brand. In modern business world, due
to the development of science and technology, many new brands of products flood the market
every year. When the new brands enter into the market, some consumers switch over to it.
Hence, a study on brand presence becomes necessary. The purchase decision largely depends
upon taste, quality, quantity, price, availability and the like.
There are may soft drink brands available in market such as international brands,
National brands and Local brands due to globalization. International brands available are Coca-

cola and Pepsi brand. Coca-cola brands are Coca-cola, Fantast, Sprite, Gold spot, Lima Maaza
and Thumbs up. The Pepsi brands are Pepsi, Miranda, Slice and Lehar 7up. Notional brands are
Torino and Bogot. Local brands are Eye brand, Kalimark and Ruby.
In the current scenario, where the competition is tough, consumers choose according to their own
will and pleasure and hence there exists a preference of brand. The company can achieve the
objectives and compete in the market, only when they satisfy the needs of the customers by
taking into account their reasons for brands preference, factors in flunking it, level of
satisfaction, complaints and suggestion. The findings and suggestions of this survey will help the
company to formulate a production and marketing strategy to satisfy the customer's needs.
Hence, the title study is the need of the hour.

INTRODUCATION OF COCA-COLA COMPANY

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines worldwide
(The Coca-Cola Company claims that it is sold in more than 200 countries.[1]). It is produced by
The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in
European and American countries) as cola, pop, or in some parts of the U.S., soda. 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 various 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 in cans and
bottles 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
fountain sales to major restaurants and food service distributors.

10

HISTORY
The first Coca-Cola recipe was invented in Columbus, Georgia at a drugstore by John
Pemberton, originally as a cocaine called Pemberton's French Wine Coca in 1885. He may have
been inspired by the formidable success of Vin Mariani, a European cocawine.
In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded
by developing Coca-Cola, essentially a non-alcoholic version of French Wine Cola. 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-Colasold by three separate businesseswere 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.[9] 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.

11

In an attempt to clarify the situation, 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.
In 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. Regardless, Candler began marketing the product, although the
efficacy of his concerted advertising campaign would not be realized until much later. By the
time of its 50th anniversary, the drink had reached the status of a national icon for 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 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, TN, Mr. Benjamin F. Thomas and Mr. 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

12

Chattanooga, TN became the site of the first Coca-Cola bottling company. However, 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.

21st CENTURY
On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005 they
planned a launch of a Diet Coke product sweetened with the artificial sweetener sucralose
("Splenda"), the same sweetener currently used in Pepsi One. On March 21, 2005, it announced
another diet product, "Coca-Cola Zero", sweetened partly with a blend of aspartame and
acesulfame potassium.] Recently Coca-Cola has begun to sell a new "healthy soda": Diet Coke
with vitamins B6, B12, Magnesium, Niacin, and Zinc, marketed as "Diet Coke Plus."
On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first
time since the Arab League boycotted the company in 1968.
In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola." The
word "Classic" was truncated because "New Coke" was no longer in production, eliminating the
need to differentiate between the two.[21] The formula remained unchanged. In January 2009,

CORE BRANDS:
13

Coca-Cola:
Developed in a brass pot in 1886, coca-cola is the
most recognized and admired trademark around the
globe. Not to mention the best selling soft drink in
the world. In India , coca-cola was leading soft drink
till 1977 when government policy necessitated its
departure. Coca-cola made its return to the country in 1993 with huge exposure in soft drink
industry. It has brown colour with content or CO2 , which makes its cola flavor heavy .
It is avail;able in different volumes in market like :
1. 200 ml. glass bottles
2. 300 ml. glass bottles
3. 500 ml. glass bottles
4. 600 ml. glass bottles
5. 2 liter glass bottles

Sprite:
14

In 1961, a citrus-flovered drink made its U.S debut,

using Sprite Boy as inspiration for its name. This elf
with silver hair and a big smile was used in 1940s
advertising for Coca-Cola. Sprite is now the fastest
growing major soft drink in U.S and the worlds most
popular lemon-lime soft drink. In India, sprite was launched in year 1999 .its famous punch line
as sidhi bat no bakwas, clear hai Venkatesh Kini, vice-president, marketing, Coca-Cola
India, says, OOH advertising is not about a standard billboard any more. It is viewed by people
who are always on the move, especially youngsters. This campaign is meant to strengthen the
brands

(Sprite

Xpress)

youth

connect.

It is colourless with packing in green coloured bottle .It has normal content of CO2 . It has a nice
flavor available in market in following packing :

1. 200 ml. glass bottles

2. 300 ml. glass bottles
3. 500 ml. glass bottles
4. 2 liter glass bottles

Fanta:
15

The

name fanta was first registered as a

trademark in Germany in 1941 ,when it was

used for

a few year for a soft drink created

from

available materials and flavors . The name was

then revived in 1955 in Naples, Italy, when it was used for the: fanta orange drink we know
today. It is now the trademark name for a line of flavored drinks around the world. FANTA
entered in Indian market in 1993. It is packing in orange coloured bottle .It has light content of

CO2 . It has a nice flavors available in market in following packing :

1. 200 ml. glass bottles

2. 300 ml. glass bottles
3. 500 ml. glass bottles
4. 2 liter glass bottles

Diet coke:
16

The extension of the coca-cola name began in 1982 with the

introduction of diet coke (also called coca-cola light in some
countries). Diet coke quickly becomes the number one
selling low calorie soft drink in the world.

17

BRAND IN INDIAN ORIGIN

GOLD SPOT:
this orange cardonate soft drink was introduced in the early
1950c, and acquired by the coca-cola company in 1993,
its tangy taste has been popular with Indian teenagers .

LIMCA:

It is thirst-quenching beverage features a fresh

brand was introduced in 1971 and acquired by the coca-cola

company in 1993. It has light grey color light content of CO2 .
It has a nice flavor available in market in following packing :

18

1. 200 ml. glass bottles

2. 300 ml. glass bottles
3. 500 ml. glass bottles
4. 2 liter glass bottles

MAAZA:
Maaza, launched in 1984 and acquired by the coca-cola
company in 1993, is a non carbonated mango soft drink
with a
rich, juict & natural mango taste.It is the best competitor of
pepsi (slice) on the same taste. It is of yellow colour with decent taste of mango.ITt does not
contain CO2

.
1. 250 ml. glass bottles
2. 200 ml. tetra pack

19

THUMPS UP:
in 1993, the coca-cola company acquired this brand, which
was originally introduced in 1977. Its strong and fizzy
taste makes it unique carbonated Indian cola.
Thums up is known for its strong fizzy taste and its confident,
mature and uniquely masculine attitude .AKSHAY KUMAR is the popular brand ambassador of
Thumps up It has dark brown color with very high content or CO 2 , which makes its cola flavor
heavy .
It is market available in different volumes in like :
1. 200 ml. glass bottles
2. 300 ml. glass bottles
3. 500 ml. glass bottles
4. 600 ml. glass bottles
5. 2 liter glass bottles

20

KINLEY:
KINLEY water comes with the assurance of safety from all the toxins away . A rutial purifier
that cleaness, purify, transforms .Water the most basic need of life with purity .
It is mineral water available in different volumes in like:
1. 1 liter bottles /2 liter bottles

21

PUNCH LINE O F COCACOLA

22

IMPORTANT OF PUNCHLINE
Generally, while the TV is on, and some ad is being aired, we can identify the brand just by
listening to the words or jingles. Ever wondered what helps us in doing so? We shall call it the
Punch Line Marketers also know the importance of powerful words and use them as Punch
lines for their product/brand endorsements. Although the Punch line as a marketing tool comes
under Advertising which itself comes under the Promotion of Marketing Mix. But there is a
strong need of paying special attention to these One-liners or Punch lines or Ad slogans.

ADVERTISEMENT AND PUNCH LINE OF COCACOLA

1936

Its The Refreshing Thing To Do .

1942

Its The Real Thing .

1943

Global High Sign.

1959

Be Really Refreshed.

1962

Thing Go Better With Coke.

1969

Its the Real Thing.

1970

I`D Like To Buy The World A Coke .

23

1976

Coke Add Life .

1982

Coke Is It .

1986

Catch The Wave.

1989

You Cant Beat the Feeling.

1993

Always Coca-Cola

1998

Eat Music, Sleep Music, And Drink Only Coca-Cola.

1999

Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000

I Want Hritik And I Want Coke.

2002

Thanda Matlab Coca-Cola.

2003

Jiyo Thanda Piyo Thanda .

2004

Piyo Sar Utha Ke.

2007

Sabaka Thanda Ek.

2008

Little drop of joy

2009

Open Happiness

24

How Cola Became 'The Real Thing' in India Coca-Cola

When The Coca-Cola Company began looking into expanding operations into India, the initial
marketing data showed great opportunities. After all, Indias economy is the thirteenth largest in
the world when adjusted for purchasing power parity, and it is growing at 6% a year. The country
has a vibrant stock market the market cap as a percentage of GDP has grown from 12% in 1990
to 41% in 2001. There are also 180 million households and 290 million economically active
consumers defined as monthly households with income greater than $60 per month.

A country of opportunities and challenges

Coca-Colas challenge was formidable: the companys business in India was ailing, with
severe competition from a local beverage company. The first plan of action was to focus on
consumer behavior: why werent people buying Coca-Cola?

Closer examination of the country and consumer behavior enabled executives to better define the
problem and eventually, find the seeds of a solution. The country has poor infrastructure, is very
complex and has a fragmented retail landscape, observes. India has only 5 million retail
outlets, which are mostly mom and pop stores 2 million in urban areas and 3 million in rural
areas. Organized retail, like supermarkets, account for only 2% of total sales, and 40% of urban
outlets have daily turnover of less than $20.

25

More importantly, India has historically modest consumption habits, with low consumption of
goods considered to be non-essentials, such as chocolate (34 million consumers), ketchup (25
million) and ice cream (81 million). This meant that drinking Coca-Cola was viewed as a
luxury. Value is also important to the Indian consumer, as 90% of volume products sold fall in
the low price segments. They are willing to pay a bit more for a product if they gain a lot more
in volume,. The companies that are doing well in India are high volume and high growth with
low margin.

To complicate matters, that there really is not just one India that Coca-Cola needed to consider in
its marketing strategy. native land is exceedingly diverse and complex, with 29 states, 6 Union
territories, 4,000 cities, 650,000 villages, 16 official languages and over 1,650 dialects. Indians
also represents all major religions, including Hindus, Muslims, Christians, and Sikhs.

In addition, India has diverse ideologies, cultures, clothing and food preferences that vary by
regions (East, West, North, South and Andhra). There is also a stark contrast between urban and
rural India, with more than 70% of Indians living in rural areas and just 4% of the population
living in the top six cities. This 4% of consumers, however, accounts for 27% of Indias
purchasing power, and a third of Indians many of them in rural areas - live below the poverty
line. The disposable income index for urban is 100 versus 52 for rural,, who provided strategic
guidance to the Coca-

26

SOFT DRINK MARKET INDIA SCENARIO

India is actually more vivid in taste and preference then any India soft drink industry is
witnessing a boom time. Its growth rate is around 20% with which such growth rate, volume
could reach billion crates with in 10 years. Three major multinational companies are fighting to
grab a major chunk of business from Indian markets. These three coca-cola, Pepsi,
Cadbury. All of these companies have seen an enormous potential in this country.
Consequently, by world standard, Indian per capita consumption of soft drinks is still
very low.
There fore these soft drinks grants feel that fire capita consumption can only grow up.
Soft drink industries has already seen and estimated sale of around 240 million crates
higher then last years sale of 204 million in 2006. The Main reason for such a high
growth rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new
entrant is for behind.

other country market. Delhi jar instance, account for about

20% of total soft consumption in term of sales.

There are about 4, 80,000 soft drinks retailers in India and their numbers are
increasing day to day. This actually means that there is just one
Soft drink retailer on a population of 37,600, which is far below the international standard.
Where as Philippines has one soft drink retail counter over a population of 150 people i.e. 4,
00,000 outlets on a population of 60 million.

27

COCA-COLA EFFEC T ON HEALTH

Soft drinks contribute to the diet in two ways. Because they are predominantly water,
they can help quench thirst and meet the body's fluid requirement - about two quarts of liquid a
day. In addition, soft drinks sweetened with sugar provide carbohydrates, which are readily
available to the body for quick energy. Although soft drinks make these nutritional contributions
to the diet, the Company markets them as a source of simple refreshment. Consumers wishing to
control their caloric intake can also choose from our variety of low-calorie soft drinks and
bottled water that are available in most markets.

As long as individuals balance their food choices, any food (including soft drinks) can be part of
a healthy, enjoyable diet. Some people like to think of foods as either "good" or "bad," but there's
no such thing as a "bad food" -- only "bad diets." According to most nutrition experts, the best
way to ensure that you eat a good diet is to eat a variety of foods in moderation.

28

PRINCIPLES OF COCA-COLA INDIA

We will conduct ourselves and business activates with the highest standard of honestly
integrity, and professionalism.

We will recognize the positive contributions that we make individual and team member to
produce our business success.

We will recognize the positives contribution that we makes individual and term member
to produce our business success.

We will encourage a learning environment where the people can constantly grow
developed and contribute.

We will strive for excellence and seek continue improvement in everything we do.

We will respect the entire stake holder, including employees and suppliers and instill
them with a person to deliver the highest employees and suppliers and instill them with a
passion to deliver the highest quality good and services.

29

POLICY
The

Coca-Cola

Company

exists

to

benefit

and

refresh

everyone

it

touches.

For us, Quality is more than just something we taste or see or measure. It shows in our every
action. We relentlessly strive to exceed the world's ever-

changing expectations because keeping our Quality promise in the marketplace is our highest
business objective and our enduring obligation.
More than a billion times every day, consumers choose our brand of refreshment because CocaCola is...
The Symbol of Quality
Customer and Consumer SatisfactionA Responsible Citizen of the World

30

OBJECTIVES
The objective of research is to discover answer to question through application of
scientific procedure. The main aim of Research is to find the satisfaction of the consumers at
Varanasi District. Through each research study has its own specific purpose we may think of
Research objective as the following into a member of following sentience.
To know the effect of the competitor and their impact on Coca-Cola.

To find the impact of advertisement and brand ambassadors Coca-Cola effect on

them

To find the product of coca-cola which is most liked by consumers

To find the attributes of cold drink that which attribute preferred by people.
To check out the availability of several promotional scheme of Coca-Cola available
with retailer.
The preference within costumer of Coca-Cola other cold drinks available in the
market
To find out the level of pesticide used by Coca-Cola is really harmful or not.

31

IMPORTANCE OF THE STUDY

Analysis of brand satisfaction with Coca-Cola at Varanasi Headquarter has several

importance, they are given below.

1. Through this study the preference about the soft drink is studied.
2. Through this study we may find the reality about the market condition of Coca-Cola.
3. This study we may under stand the perception of customer regarding Coca-Cola.
4. This study helps in understanding the sates factors level regarding the product feature
factor.
5. This study helps in understanding the sates factors level regarding the products
distribution channel factor.
6. This study helps in understanding the sates factors level regarding the products sales
promotion scheme factor.
7. This study helps in understanding the sates factors level regarding the products pricing
factor

32

SCOPE OF STUDY
Satisfaction level of soft drink brand Coca-Cola has played a wide scope it is not easy to
pin point here. But I try to present the scope of soft drink Coca-Cola. Through it we know how
much the greater field of Coca-Cola company and how large scope of it.
In this study the coverage area of Varanasi and students of TERI P. G. Colleges B.B.A.
IVth semesters students.
And we cover the all aria of Lanka Varanasi and Sigra,Cant Varasnasi

33

RESEARCH
METHODOLOGY

34

PROJECT ACTIVITY SEQUENCING

START

Formulating of Research

Collection of
Secondary Data

Design of Questionnaire

Office Employees
Internet
Journals
Library

Reviewing of
Questionnaire
Design of Final
Questionnaire

Collection of Primary
Data
Depth Interview
[SNOWBALL]

Compilation and Analysis of Data

Recommendation

Report Generation

35

RESEARCH

Research is a Purposeful investigation. It is a scientific and systematic search for

knowledge and information on a specific topic. Research is useful and Research objective can be
achieved if it is done in Propose Process.

METHODOLOGY
The word Methodology spells the meaning itself i.e. the method used by the researches
in obtaining information. The data (Information can be collected from the Primary sources and
Secondary sources.)

MARKETING RESEARCH
Marketing Research is a method of getting facts to be used by the executives in
formulating policies & plans.
Marketing research is the systematic collections, recording and analyzing of data about
marketing problems to facilitate decision making. The information inputs for a marketing
information service, come from diverse source both with in and outside the organization. In
general marketing research studies top external sources of information and focus on the relation
of the firm to its environment and, particularly to its markets.
Definition of Market Research:Market research is the constant search for and analysis of fact. It is defined as diligent
investigation.
By Charles F. Kellering.

36

A researcher looks forward to see what industry may do when it can go longer do
what it is doing. He further says that research is done in mans minds are not in laboratories
may be necessary.

Marketing is concerned with the creation of the customers Consumer Research which is
concerned chiefly with the discovery and analysis of consumers attitudes reaction and
performances. Customer research is the careful and systematic investigation of the attitude,
action performance and other reaction to the particular problems under survey for such a research
the customers are in grouped according to age, sex, race, religion, class education, income
material, possession and standard of living of securing data concerning consumers buying
motivates and habits and finding out of the likes and dislikes of present prospective customers.
Such a survey helps the manufacturer in getting from the consumers.
1- A critical review of his product.
2- Guidance as to the total market in which he is operating.

Research Process:Formulating the research problem

Extensive literature survey
Developing the hypothesis
Preparing the research design
Developing the sample design
Collecting the data
Execution of the project

37

Analysis of data
Hypothesis testing
Generalizations of the report
Presentation of the results

Defining and analyzing the problem:

Defining the problem correctly is the most import ant part of the
marketing research process. Normally there is nothing like a marketing research problem in a
business. The problem belongs to marketing. The marketing research problem is a derivative of
the marketing problem. There fore in the first place the marketing problem involved should be
clearly identified, defined and conceptualized. The definitions of the marketing problem may not
always be easy.

Objective of my Research
To know the effect of the competitor and their impact on Coca-Cola.

To find the impact of advertisement and brand ambassadors Coca-Cola effect on

them

To find the product of coca-cola which is most liked by consumers

To find the attributes of cold drink that which attribute preferred by people.
To check out the availability of several promotional scheme of Coca-Cola available
with retailer.

38

 The preference within costumer of Coca-Cola other cold drinks available in the
market
To find out the level of pesticide used by Coca-Cola is really harmful or not.

RESEARCH DESIGN
A proper research design is essential for successful Research. It is the blue print for the
research study. Research design is a comprehensive master plan. It is guiding frame work for the
research study.

Design is a strategy of investigation so as to obtain answer to research questions. But

research design varies from research to research. It depends on the research objectives.
Two general types of Research design are:1-Exploratory Research
2-Conducive Research
1- Exploratory Research
1- The Literature Survey
2- Survey of Knowledge Process
3- Analysis of Case studies.
2- Conclusion Research
1- Descriptive Research
2- Experimental Research.

Developing the Research Design and the Research Procedure

39

Development of research design and procedure is the next step in the marketing
research process, after problem definition and problem analysis. The choice of research design
depends on the depth and extent of date required the cost and benefits of the urgency of the work.
And the time avails able for completing it. Research design is actually the blue print of the
research project.

SAMPLING
In many marketing research projects, making a census study of the
entire Universe will be impossible on account of limitations of time and money.
Hence, sampling becomes inevitable.
Sampling is used to collect primary data when the sources of data are far too
many to be exhaustively handled, Sampling in the integral part of the data
collection process. In view of the important of sampling in the data collection
process we shall be discussing the subject at length. Obviously a sample is only a
portion of the universe or population. The success of sampling depends on the
extent to which the characteristics of the sample truly represent those of the
universe.

Advantages of Sampling
Sampling saves cost and time. It enables collection of information that
OK for the given purpose at lesser cost and time.

Terms commonly used in Sampling

40

Before we go into further details relating to samples, it is essential for

us to understand, certain terms that are commonly used in relation to statistical
sampling.

Population or Universe
In sampling and market research the tern population or Universe
means the aggregate of all elements that are relevant to the scope of the problem
under study.

Parameter:
It is a value or a statement that explains a true characteristic of an entire
population. It is the value that would be obtained if the entire population were
covered in the measurement.

Statistic:
It is the value of a characteristic obtained from a sample of the population.
It merely provides an estimate of what would be the population is parameter with
regard to the specified characteristic. Normally the statistic will vary some what
from the parameter, due to errors associated with sampling.

Precision:
It is the degree of closeness between statistics and parameter. Precision is
the direct outcome of two qualities of a sample

41

(1) Its representative.

(2) Its stability.
(3) Representative denotes to what extent the sample is close to the
population.

Developing the sample Design

The following are the basic components of a sample design:
- Choosing the sample unit (Who are to be surveyed)
- Choosing the sample size (How many to be surveyed)
- Choosing the sample procedure (How to ensure that these)
- Who are to be interrogated are included in the sample.
- Choosing the media (How to reach respondents in the sample-through mail interview,
personal interview, or telephone interview)

Sampling Method
Different methods can be employed to select the sample units. These methods termed
as sampling methods, fall under two broad categories.
- Probability sampling Methods
- Non-Probability sampling Methods
I have taken random sampling method for our research methodology. In this method I
have randomly chose the 50 person for fill up the questionnaire as well as schedule for data
collection.

Probability/Random sampling

42

In Probability sampling methods, the sample units are selected at random. At random
should not be understood as haphazard or arbitrary selection. Experience has shown that when
samples are chosen in an arbitrary manner, they are full of bias.

Non-Probability/Non-Random Sampling
In non-probability sampling methods sample units are selected in a non random manner.
The selection may be opportunistic or purposive; it may be the based on the convenience or the
judgments of the researcher; the choice is deliberate not random.
As a general observation, it can be stated that probability sampling methods are more
scientific and capable of yielding more representative samples that non-probability sampling
methods.

Simple Random Sampling

A simple random sample is a sample where in any item of the population is as likely to be
selected in the sample as any other item. In other words, all items of the population have equal
chance of being selected in the sample. Lottery is one method of selection a simple random
sample in fact the method is commonly known by the name lottery sampling.

Systematic Sampling
There is only a small difference between simple random sampling and systematic
sampling. Systematic sampling involves selecting every not unit from the population after the
beginning unit is selected at random. The interval n is fixed by dividing the population by
sample size.

Stratified Sampling

43

In this case, the population is divided into a few strata according to certain characteristic
that are common to members within the strata. From each starts, a specified number of units is
picked up by random means. These units together constitute a stratified sample, while resorting
to stratified sampling. It is essential that the criteria used to strictly the population is directly
associated with what the study is going to measure.

Area Sampling
Area sampling is also a form of stratified sampling. In this case, the stratification
is based on Laotians. This method selected the sample units in several stages. At each stage, a
series of intermediary geographical blocks are selected at random. Finally, from within these
blocks, the sample units are selected at random.

Different Methods under Non-Probabilities Sampling

- Convenience Sampling
- Quota Sampling
- Judgment Sampling
- Panel Sampling

Convenience Sampling
In this method, selection of sample units is based on the convenience of the
researcher. Quite often, accessibility decides the selection of sample. Convenience
sampling is normally used only in protesting phase of studies.

44

Quota Sampling
The researcher prescribes certain parameters and assigns sample quotas to
field workers. Each field worker selects the unit to be interviewed, based on the
parameters indicated and fills the quota assigned to him.

Judgment Sampling
Judgment sampling is a deliberate choice of a sample by the researcher
based on his judgment about the population members.

DATA COLLECTION
Data collection is an elaborate processing which the researcher makes a planned search
for all relevant data. Data is foundation of all marketing research. It is the raw material with
which a market research. It is the raw material with which a market researcher functions.

In this section four major decisions had to be taken.

1- What type of data is required?
2- Where the required data is found?
3- What technique of data collection will be used?
4- How will the data be analyzed?

Data collocation methodThere are two types of data collocation method-

1. Primary

45

2. Secondary

Primary dataPrimary data are those which are collected afresh and for the first time, and thus happen
to be original in character.

Method of Primary data collection

1. Observation method
2. Interview method
3. Questionnaire method
4. Schedule method
1.

Observation methodIn observation method the information is sought by way of investigators own direct

observation without asking from the respondent. Advantage of this method is that subjective bias
is eliminated if, of observation done accurately. The information obtain under this method is
what is currently happening.

2. Interview methodThe interview method of collection data involves presentation of oral-verbal stimuli and
replay in terms of oral verbal responses, this method can be use through personal interviews, it
possible to through telephone interview. Advantage of this method is more information and that
tool in greater depth can be obtained. Interviewer by his own skill can over come the resistance,
if any, of the respondents; the interview method can be made to yield in almost perfect sample of
the population. The weakness of this method is that it is very expensive method.

46

3. Questionnaire methodIn the question method questionnaire is sent to the person concerned with request to answer the
question and the return the questionnaire. The questionnaire consist of a number of
question printed are type in definite order on a farm or set of forms. The questionnaire is
mailed to respondent who are expected to read and understand the question and right
down the reply in the space meant for the purpose in the questionnaire it self. Advantage
of this method is low cost even when the universe is large and widely spread
geographically, and respondent have adequate time to give well thought out answer.
Disadvantage of this method is it can be use only when respondent are educated and cooperating.
I have been taken the questionnaire method for our project work.

4. Scheduling methodThis method requires the selection of enumerators for filling up schedules or assisting
respondents to fill up schedules and as such enumerators should be very carefully selected. This
method of data collection is very useful in extensive enquiries and can lead to fairly reliable
result. It is however expensive and usually adopted in investigations conducted by governmental
agencies or by some big organizations.
My data collection method was scheduling and questionnaire method.

Secondary Data

47

Secondary data means data that are already available, they refer to the data which have
already been collected and analyzed by someone else. In this case he is certainly not conformed
to the problems that are usually associated with the collection of originals data. Secondary data
may either be published data or unpublished data.
My data collection in primary source was questionnaire and schedule. In secondary
source of data collection I have use internet, magazine, books, and Indian journal of marketing.
Researcher must be very careful in using secondary data. He must make a minute
scrutiny because it is just possible that the secondary data may be unsuitable or may be
inadequate in the context of the problem which the researcher wants to study.

Source of Secondary data

The secondary source of data collection is the Books, Internet, News paper, etc. These are
the secondary source of data collocation.

Field Work
Field work is a challenging job for each marketing personal and researcher. So as in field
work the data is collected by the researcher in a particular frame of time. So as to complete the
work in prefixed time. The researcher adopted the method of Direct interview through
questionnaire.

Data Analysis-

48

The term data analysis refers to the computation of certain majors a long with searching
for patterns of relationship that exist among data groups. Thus, In the process of analysis,
relationships are difference supporting or conflicting with original or new can be said to indicate
any conclusions.
In the data analysis I have taken percentage method in the project work.

49

DATA
ANALYSIS
AND
INTERPRETATION

50

1.Which cold drink do you like most among these?

(a)

coca-cola

[04 % ]

(b) sprite

[ 46% ]

(c) limca

[03% ]

(d) fanta

[6% ]

(e) thums up

[27% ]

(f) maaza

[ 14% ]

NO. of
Company Respondent Percentage MALE female
Coca-cola

Sprite

46

46

Limca

27

27

19

14

14

100%

77

23

Thumps up
fanta
Maaza
Total

1`00

8
36

10

InterpretationAccording to this question we find that 44 % people are drink sprite ,25% thums up ,
19% maaza ,05% coca cola , 04% fanta and 03% limca . Sprite is rank First, Thumps up get
second posion, maaza got third ,next are coca cola ,Fanta and limca respectively . Spirte are

51

preference by its taste, color, good Punchline, and its brand image. Thumps up are mostly
preferred by macho man, maaza are mostly preferred by its flavor mango taste , Fanta are
mostly preferred by its flavor Orange taste and Limca are mostly preferred by its flavor lemon
taste . Fanta and limca are preferred in few quantity .

2.Why do you drink the Coca-cola ?

A- For enjoyment

[29%]

B- For Digestion

[23%]

C- For protection in summer season

[37%]

D- All of these

[11%]

52

InterpretationAccording this question we find that 29% people are use Coca-cola only for
enjoyment,23% for digestion, 37% for protection in summer season and 11 % people are all of
these. people are use Coca-cola only for enjoyment as for Celebrate any things , going party
,function ,or drinks Occasionally for enjoyment basis .

people are use Coca-cola only for

protection in summer season as being refrece and feel good . people are use Coca-cola only for

53

digestion as any problem in your Stomach or take over food . Few people say as requirement of
all of these .

3. What does influence you to purchase Coca-cola ?

C- Its price

[08%]

D- Its taste

[62%]

E- Its color

[03%]
54

F- Its brand image

[27%]

Interpretation-

55

According this question we find that 08 % people are satisfied to the price of product, 62
% are satisfied to the teste, 27 % people are satisfied to the brand image and 03% people are
satisfied to the color. Middle Class family is price conscious so They purchase coca-cola as price
basis . Mostly people are satisfied to the taste of product as multi product as multi flavor as like
soda , mango, lemon, orange etc according to consumer preference . Coca cola is $28.5 Billion
MNC company over 200 countries so its brand image as Copy Right , logo and its all intellual
properties influence to consumer to purchase Coca-Cola . Few people are influence to its color as
mango, orange , marine etc to purchase Coca-Cola .

4-Which pack of Coca- cola do you prefer most?

G- 200 ml

[55%]

H- 300 ml

[31%]

I- 500 ml

[10%]

J- 1.500 leter

[06%]

56

InterpretationAccording this study56% people are prefer 200 ml, 31% are prefer 300 ml, 10% are prefer
500 ml and 06 % are prefer 1500 ml. . Middle Class family is price conscious so They purchase
coca-cola as price basis . Almost every bottle of coca cola is about Rs9 So mostly people

57

purchase 200 and 300 ml bottle .500 or 600ml bottle upper Middle Class family . High income
family are prefer 1500 ml bottle So its sale in few quantity .

5-.How will you grade the quality of Coca-cola ?

a. Excellent

[20%]

b. Good

[57%]

c. Average

[18%]

58

d. Poor

[05%]

InterpretationAccording to this question 20 % consumer give the grade to the Coca-cola is excellent,
57 % customer give good, 18 % customer give average and 05 % customer give the grade to the
coca-cola is poor. Urban area basis people say that coca cola is average. Rural area basis people
say that coca cola is excellent. Most educated people say that coca cola is poor as its substitute
product available in market , some are comment on its taste, pesticide,price etc basis .

6. Do you think that the level of pesticides used by Coca-Colais harmful?

A- Yes

[07%]

B- No

[79%]

59

C-Can not say

[14%]

InterpretationAccording to this question 07 % people are say that Coca-cola is harmful and 79 %
people are say and 14 % people can not say that Coca-cola is harmful for the health. Mostly
people are say that Coca-cola is not pesticide. Its product are check in libratory and free from
60

all pesticide . 07 % people are say that Coca-cola is harmful as his experience basis effect
on teeth, obesity etc . 14 % people can not say that Coca-cola is harmful for the health
because of lack of knowledge about .

7. When do you usually drink coca-cola ?

(a) When its hot

[41%]

(b) When I want to relax

[09%]

61

(c) When I go to restaurant / party

[23%]

(d) Occasionally

[27%]

62

InterpretationAccording to this question we find that 41% people are drink when they feel hot , , 09%
people are drink when they feel relax, 23% people are drink when they go to restaurant / party
and 27 % people are drink occasionally. Mostly people are drink when they feel hot and want to
refrece to the hot environment. Few people are drink when they feel relax as they feel free,

people are drink when they go to restaurant / party as any fuction , birthday, anniversary
,married etc . people are drink occasionally as they got extra money, fuction , birthday,
anniversary etc or attention to product .

63

8. How many bottle / canes of coca-cola do you drink every year ?

(a) Less than 10 bottles / canes

[12%]

(b) Between 10 and 20 bottles / canes

[37%]

(c) More than 20 bottles / canes a year

[51%]

64

65

InterpretationAccording to this question we find that 12 % people are drink less than 10 bottles in a year ,
37% people are drink between 10 and 20 bottles and 51% people drink more a than 20 bottles
/cans in a year. In rural area, people purchasing power is low so they are drink less than 10
bottles in a year. people are drink between 10 and 20 bottles in middle class family . In urban
area people drink more a than 20 bottles/cans in a year as his purchasing power is high .

9. Which cold drink of coca-cola do costumer demand most among these ?

(a) Coca-Cola

[ 05%]

(c) Limca

[ 03%]

(e) Thumps up

[ 25% ]

(b) Sprite
(d) Fanta
(f) Maaza

66

[44% ]
[ 04% ]
[ 19% ]

67

InterpretationAccording to this question we find that 44 % people are drink sprite ,25% thums up ,
19% maaza ,05% cocacola , 04% fanta and 03% limca. Mostly consumer demand sprite as his
taste , preference by people , its advertisement basis, and its green bottle. Thumps up as mostly
preferred in sub-urban and rural area as its macho man approach , its advertisement by Akshay
kumar also influence to consumer. Maaza are preference by people as its mango flavor by
ladies.Few are interested to purchase of demand for fanta,limca.

10-.Which soft drink consumer demand most ?

(a) coca-cola
(c) can not say

[ 62% ]

(b) Pepsi

[ 04% ]

68

[34% ]

InterpretationWe find that 62 % people are drinking coca-cola, 34%pepsi and 04% says no comment.
Mostly people are drinking coca-cola as its taste, color, brand image like logo, and campaign of

69

coca cola. Its wide range of product like sprite,maaza,thumps up,limca,fanta etc. As avaible in
different taste and flavor. So most people consume it. Pepsi is also good image in market and
good competitor of coca cola . Its product like slice, 7up,mountain due, pepsi etc . Few people
says no comment as use substitute product .

11. For selling the coca-cola ,which techniques should be used ?

70

(a) television

[ 81]

(c) news-paper

[ 12 ]

(b) radio
(d) internet

Interpretation-

71

[ 04 ]
[ 03]

According to this question we find that 81 % people influence to watch T.V. , 04% people
influence to listen Radio ,12 % people influence to read news paper and 03% people influence to
watch Internet use for

selling point

of view. To increase customer awareness for sales

promotion , television are most effective techniques because TV influence mostly , people
influence to listen Radio as in rural area in few way, people influence to read news paper and
know about product as read daily news paper. In urban area , people influence to watch Internet
use for sales promotion.

12. Which coca-cola brand is easily available in the market ?

(a) coca-cola

[04% ]

(b) sprite

(c) limca

( 03%)

(d) fanta

( 05% )

(e) thums up

(36% )

(f) maaza

( 10% )

72

(42% )

InterpretationAccording to this question we find that sprite is

42 % easily available in the market,

thums up is 36 % easily available in the market , maaza is 10 % easily available in the market,
cocacola is 04 % easily available in the market , fanta is 05 % easily available in the market
and limca is 03% easily available in the market.Sprite and thums up is easily available in the

73

market as its demand in both area as urban and rural basis. , maaza is easily available in the
urban cities market.Fanta, coca cola,limcaetc available in few shop in the market.

13.Give the suggestion to improve the brand image of Coca-Cola

Some change in its teste
Change in quality of the Coca-Cola

74

 Change in price at the Coca-Cola .

Change in the packaging of Coca-Cola
Quick availability of the product.
It is not easily availability of the product.
Some people want to change the hardness of the Coca-Cola

FINDINGS
75

People prefetr brand as its attribute as According this study we find that what is the level
of Coca-Cola and what is the perception of consumers mind for the Coca-Cola. Businesses
survive because they have customers that are willing to buy their product or service. However,
many times businesses fail to "check in" with their customers to determine whether they are
happy or not and what it will take to make or keep them happy.
Some important finding are given bellow-

1. According to this question we find that 44 % people are drink sprite ,25% thums up ,
19% maaza ,05% coca cola , 04% fanta and 03% limca . Sprite is rank First, Thumps up get
second posion, maaza got third ,next are coca cola ,Fanta and limca respectively . Spirte are
preference by its taste, color, good Punchline, and its brand image. Thumps up are mostly
preferred by macho man, maaza are mostly preferred by its flavor mango taste , Fanta are
mostly preferred by its flavor Orange taste and Limca are mostly preferred by its flavor lemon
taste . Fanta and limca are preferred in few quantity .

2- According this question we find that 29% people are use Coca-cola only for enjoyment,23%
for digestion, 37% for protection in summer season and 11 % people are all of these. people are
use Coca-cola only for enjoyment as for Celebrate any things , going party ,function ,or drinks
Occasionally for enjoyment basis .

people are use Coca-cola only for protection in summer

season as being refrece and feel good . people are use Coca-cola only for digestion as any
problem in your Stomach or take over food . Few people say as requirement of all of these .

3 -According this question we find that 08 % people are satisfied to the price of product, 62 %
are satisfied to the teste, 27 % people are satisfied to the brand image
76

and 03% people are

satisfied to the color. Middle Class family is price conscious so They purchase coca-cola as price
basis . Mostly people are satisfied to the taste of product as multi product as multi flavor as like
soda , mango, lemon, orange etc according to consumer preference . Coca cola is $28.5 Billion
MNC company over 200 countries so its brand image as Copy Right , logo and its all intellual
properties influence to consumer to purchase Coca-Cola . Few people are influence to its color as
mango, orange , marine etc to purchase Coca-Cola .

4- According this study56% people are prefer 200 ml, 31% are prefer 300 ml, 10% are prefer
500 ml and 06 % are prefer 1500 ml. . Middle Class family is price conscious so They purchase
coca-cola as price basis . Almost every bottle of coca cola is about Rs9 So mostly people
purchase 200 and 300 ml bottle .500 or 600ml bottle upper Middle Class family . High income
family are prefer 1500 ml bottle So its sale in few quantity .

5 -According to this question 20 % consumer give the grade to the Coca-cola is excellent, 57 %
customer give good, 18 % customer give average and 05 % customer give the grade to the cocacola is poor. Urban area basis people say that coca cola is average. Rural area basis people say
that coca cola is excellent. Most educated people say that coca cola is poor as its substitute
product available in market , some are comment on its taste, pesticide,price etc basis

6-

According to this question 07 % people are say that Coca-cola is harmful and 79 % people

are say and 14 % people can not say that Coca-cola is harmful for the health. Mostly people are
say that Coca-cola is not pesticide. Its product are check in libratory and free from all pesticide .
07 % people are say that Coca-cola is harmful as his experience basis effect on teeth, obesity

77

etc . 14 % people can not say that Coca-cola is harmful for the health because of lack of
knowledge about .

7- According to this question we find that 41% people are drink when they feel hot , , 09%
people are drink when they feel relax, 23% people are drink when they go to restaurant / party
and 27 % people are drink occasionally. Mostly people are drink when they feel hot and want to
refrece to the hot environment. Few people are drink when they feel relax as they feel free,

people are drink when they go to restaurant / party as any fuction , birthday, anniversary
,married etc . people are drink occasionally as they got extra money, fuction , birthday,
anniversary etc or attention to product .
8 According to this question we find that 12 % people are drink less than 10 bottles in a year ,
37% people are drink between 10 and 20 bottles and 51% people drink more a than 20 bottles
/cans in a year. In rural area, people purchasing power is low so they are drink less than 10
bottles in a year. people are drink between 10 and 20 bottles in middle class family . In urban
area people drink more a than 20 bottles/cans in a year as his purchasing power is high

9- According to this question we find that 44 % people are drink sprite ,25% thums up , 19%
maaza ,05% cocacola , 04% fanta and 03% limca. Mostly consumer demand sprite as his taste ,
preference by people , its advertisement basis, and its green bottle. Thumps up as mostly
preferred in sub-urban and rural area as its macho man approach , its advertisement by Akshay
kumar also influence to consumer. Maaza are preference by people as its mango flavor by
ladies.Few are interested to purchase of demand for fanta,limca.

78

10- We find that 62 % people are drinking coca-cola, 34%pepsi and 04% says no comment.
Mostly people are drinking coca-cola as its taste, color, brand image like logo, and campaign of
coca cola. Its wide range of product like sprite,maaza,thumps up,limca,fanta etc. As avaible in
different taste and flavor. So most people consume it. Pepsi is also good image in market and
good competitor of coca cola . Its product like slice, 7up,mountain due, pepsi etc . Few people
says no comment as use substitute product .

11-

According to this question we find that 81 % people influence to watch T.V. , 04% people

influence to listen Radio ,12 % people influence to read news paper and 03% people influence to
watch Internet use for

selling point

of view. To increase customer awareness for sales

promotion , television are most effective techniques because TV influence mostly , people
influence to listen Radio as in rural area in few way, people influence to read news paper and
know about product as read daily news paper. In urban area , people influence to watch Internet
use for sales promotion.

12up is

According to this question we find that sprite is 42 % easily available in the market, thums
36 % easily available in the market , maaza is

10 % easily available in the market,

cocacola is 04 % easily available in the market , fanta is 05 % easily available in the market
and limca is 03% easily available in the market.Sprite and thums up is easily available in the
market as its demand in both area as urban and rural basis. , maaza is easily available in the
urban cities market.Fanta, coca cola,limcaetc available in few shop in the market.

Suggestions for Improvements

79

The following suggestions should enable continued improvement in

The

Coca-Cola Companys environmental reporting:

Continue to implement strategies developed at all levels of the

business;
Broaden the scope of reporting to include targets beyond Companyowned concentrate manufacturing facilities;
Continue

to

encourage

regional

ownership

of

environmental

performance data and targets to enhance data quality, including

validation; and
Continue to pursue opportunities to improve the existing data collation
system.

Few customer said that there should be additional feature like -

Some change in its test.

Change in quality of the Coca-Cola
Change in price at the Coca-Cola .
Change in the packaging of Coca-Cola
Quick availability of the product.
It is not easily availability of the product.

80

RECOMMENDATION

These are the following suggestions, which I recommend to the distributor for increasing the
sales promotion and enrich the long term relationship with the outlet holders:

To improve their weak product like Coca-Cola, Fanta ,Limca by changing its flavor.
.fragrance, colure ,packaging and taste .
Launching schemes which should act as counter attack schemes for competitors
To change their pricing strategy by providing schemes like Pepsi .
Company should launched new products
Ther is need of sales promation for their product like Coca-Cola, Fanta and Limca etc.
Change or enhance the flavor and fragrance according to Costumer taste and income .
In order to raise the sales and compete the market the distributor should give some extra
scheme to its retailers.
New frequently scheme should be launched. In short-term scheme for 3 month should be
launched in comparison to other brand.
.

81

CONCLUSION

82

SUMMARY
In the performance of my survey project report, A STUDY BASED ON THE
COUSTOMER SATISFACTION LEVL FROM COCA- COLA ,A conclusion should be
drawn with direct reference to the objectives of the study. The reader should be able to read the
objectives, turn to the conclusions section and find specific conclusion relating to each objective.
It is almost always necessary for the researcher to draw conclusion.
In this study we find that most of the people are use the Thumps up for the enjoyment.
And they are satisfied to the statement Thanda matalab Coca-Cola the most of the people are
influence to purchase the Coca-ColaThe most of the people are like the small pack of the CocaCola Because they spend less money and enjoy the taste of the Coca-Cola. The most of the
people grade the quality of the Coca-Cola is average and most of the people are satisfied with the
price of the Coca-Cola.The many people are average satisfied to the promotional scheme of the
Thumps up. The average people are average satisfied and the promotional scheme which is gift
Bike by the company. This scheme are highly motivate the customer to drink the Coca-Cola and
its brand ambassador Amir khan is really influenced and attract to the customer for drink the
Coca-Cola.
I have to flow from the different kinds of currents. In which, some times I set myself on the
ripples and some time under the ripples but both the condition brought my knowledge whether in
the positive or negative way. After filling the questionnaires from 100 respondent throughout
Varanasi city, I astonished on the outcome. Except some retailer most of the respondent were not

83

satisfied with the product ; there is no doubt that they are totally devoted for the Coca-Cola, but
they are not satisfied with the work of dealers which are a part of Coke distribution channel.
In some matter dealer should talk directly to the company help line no. Dealers always put
their problems towards the agencies and they do not take their problems seriously. For escaping
this kind of problems they should talk directly with the company.
In conclusion we can say that most of consumers like to test and sip cold drink .
Consumers like to have cold drink in summer as well as winter also .But sells peak in
month of April ,May, June.
In Varanasi 6 brand are famous they are Sprite,Thums up, Maaza, Limca and Fanta
Consumers like product according to his test ,price ,brand image etc. basis
Most of consumers like to prefer Sprite at no. 1 but according to them most available
brand of Coca-Cola is Thums up
Company advertisement, brand ambassador and punch line influence to customer for
buying Coca-Cola
Sale depend on availability of product and ease of purchase of product .
Brand preference may be pricing, packaging or availability of product

84

LIMITATION OF STUDY
A good report sells the results of the study, but it should not oversell. Every project has
limitations. The competent researcher does not attempt to gloss over these points but instead calls
them to the attention of the readers.
This helps readers from a more accurate interpretation of the result then otherwise do it has the
added advantage from the researchers stand point, of giving confidence in the result presented.
If reader fined limitation that the report does not point out, they are apt to wonder how carefully
the research was done. So in this research report limitation is several types.

The research is done only in the villages and cities of Varanasi

Some data was collected on random, area ,purposive, convenience and judgmental basis .
The conclusion drawn from only 50 respondent their may be variation from actual
position.
The study is conducted in the summer season.
Time factor is also limitation of the research.
Some time the retailer was not available in his shop at that time.
Respondent was hesitant to give information due to misapprehension best known to them.
One method was adopted personal interview through questionnaire

85

In spite of all above limitations project was compute with zeal and enthusiasm. All efforts have
been made to present the actual scenario of market conditions. They should be considered
accurate

86

ANNEXURES

87

QUESTIONNAIRE
Name of the Respondent

Address .

Contact number:
.
Occupation:
.

NOTE:-Please trick in brackets where necessary

1.Which cold drink do you like most among these?

(a)

Coca-Cola

(c) Limca

[ ]

(b) Sprite

[ ]

[ ]

(d) Fanta

[ ]

88

(e) Thums up

[ ]

( f) Maaza

[ ]

2. Why do you drink the Coca-cola ?

(a) For enjoyment

[ ]

(b) For Digestion

[ ]

(c) For protection in summer season

[ ]

(d) All of these

[ ]

3. What does influence you to purchase Coca-cola ?

(a) Its price

[ ]

(b) Its taste

[ ]

(c) Its color

[ ]

(d) Its brand image

[ ]

4-Which pack of Coca- Cola do you prefer most?

(a) 200 ml

[ ]

(b) 300 ml

[ ]

(c) 500 ml

(d) 1.500 liter [ ]

89

5-.How will you grade the quality of Coca-cola ?

(a) Excellent

[ ]

(b) Good

[ ]

(c) Average

[ ]

(d) Poor

[ ]

6. Do you think that the level of pesticides used by Thumps up is harmful?

A- Yes
B- No

[ ]
[ ] C-Can not say

[ ]

90

7. When do you usually drink coca-cola ?

(a) when its hot

(b) when I want to relax

(c) when I go to restaurant / party

(d) occasionally

8.Howmany bottle / canes of coca-cola do you drink every year ?

(a) less than 10 bottles / canes

[ ]

(b) Between 10 and 20 bottles / canes

[ ]

(c) More than 20 bottles / canes a year

[ ]

9..Which cold drink of coca-cola do costumer demand most among these ?

(a ) Cocacola

[ ]

(b) Sprite

[ ]

(c) Limca

[ ]

(d) Fanta

[ ]

(e) Thums up

[ ]

(f) Maaza
91

[ ]

10-.Which soft drink consumer demond most ?

(a) Coca-Cola
(c) Other

[ ]

(b) Pepsi

[ ]

(d) Can not say

[ ]
[ ]

11. For selling the coca-cola ,which techniques should be used ?

(a) Television

[ ]

(b) Radio

[ ]

(c) News-paper

[ ]

(d) Internet

[ ]

12.Which coca-cola brand is easily available in the market ?

(a) Coca-Cola

[ ]

(b) Sprite

[ ]

(c) Limca

[ ]

(d) fanta

[ ]

(e) Thums up

[ ]

(f) maaza

[ ]

13. Give the suggestion to improve the brand image of Coca-Cola

92

BIBLIOGRAPHY

93

MAGAZINE:
1.BUSSINESS TODAY
2. BUSSINESS WORLD
The Basics of Coca-Cola
Publisher: Coca-Cola Company
News-paper:
1.Economic Times (Brand Equity
2. Business Standard

Books

Author

Research Methodology

C.R. Kothari

Marketing Management

Phillip Kolter

Marketing research Harper

W. Boyd, Spanly F. Stafch

94

 Modern marketing research

M.N. Mishra

Marketing Research

David J. Luck

Research Methodology

Kapoor

OTHER BOOKS:
Author Name

S.p gupta

Book Title

Research

Edition Number

Third Edition

Publisher

Tata Mc-Graw Hill

2. Author name

C. R. Kothari

Research Methodology

1.

Book title
Publisher

3.

A new age International:

Author name

Schiffman Leon G

Book Title

consumer Behavior

95

INTERNET SITES:
www.cocacola.com
www.google.com
www.coca-colaindia.com
www.myenjoyzone.com
www.yahoo.com

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