SUMMER TRAINING REPORT

ON
CONSUMERS ATTITUDE TOWARDS
SOFT DRINK

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE

DEGREE OF MASTERS OF BUSINESS ADMINISTRATION

SUBMITTED BY:
Punit
MBA
UNIVERSITY ROLL NO: .........
CLASS ROLL NO:

IMSAR
MAHARSHI DAYANAND UNIVERSITY, ROHTAK
 ACKNOWLEDGEMENT

Nobody is born perfect in himself; it is some timely guidance, proper teachings and
blessings by well wishers and seniors around us, who gives me perfection and
skills to make myself prepared to walk on the path of success.

My project work, which is the first step of mine in the fields of professionalism,
has been successfully accomplished, due to co-operative efforts of friends and
colleague together.

I would like to pay my sincere gratitude and thanks to those people, who directed
me at every step in the project work.

My sincere thanks go to the Director of IMSAR, MDU ROHTAK without his

support this study would not have materialized.

Punit
MBA
Roll No
 DECLARATION

I hereby declare that the following documented project report titled “C u s t om e r

A t t i t u d e To w a r d s S o f t d r i n k ” is an original and authentic work done by
me for the partial fulfillment of Master of Business Administration degree program

I hereby certify that all the Endeavour put in the fulfillment of the task are genuine
and original to the best of my knowledge & I have not submitted it earlier
elsewhere.

Punit
MBA
Roll No
 CERTIFICATE

This is to certify that the Project report entitled “C u s t om e r A t t i t u d e

To w a r d s S o f t d r i n k ” is a bonafide record of work done by Punit and
submitted in partial fulfillment of the requirements of MBA program.

.
 Preface

This research project is based upon the “consumer attitude towards”.Through this research

project on this topic is not easy task yet a great ace has been taken while compiling the finding &

results with accuracy. The contents of this topic have been logically divided into four sections.

Every section is such that it enables the reader to comprehend thoroughly the vital aspect of this

project. These four sections are as:

section I: This section contains the introductory parts of the research projects

Section II: This section conations the research plan for the project along with the objective of the

research & limitation of the study.

Section III: this section contains the introduction about the soft drink .

Section IV: This section included the analysis &interpretations of the research findings with the

conclusion & suggestions & significance of the research.

More ever the report has been complied in very easy & simple language &

unnecessary have been avoided.

 Index
No. Chapters
Declaration
Acknowledgement

1 Introduction
Introduction of soft drink industry
Historical industry development
Process of manufacturing soft drinks
Market scenario of soft drink industry in India
Important Events In the Development of Soft
Drinks
2 Objective of the study

3 Research methodology
Sampling procedure
Sample size
4 Analysis and interpretation

5 Findings and suggestions

6 Limitation of the study

7 Annexure

 Questionnaire
 Bibliography
 Introduction of soft drink industry

Soft drink market size for FY00 was around 270 m.n cases (6480mn bottles). The market
witnessed 5- 6% growth in the early‘90s. Presently the market growth has growth rate of 7- 8%
per annum compared to 22% growth rate in the previous year. The market size for FY01 is
expected to be 7000 mn bottles.
Soft Drink Production area
The market preference is highly regional based. While cola drinks have main markets in metro
cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks are popular in
southern states. Sodas too are sold largely in southern states besides sale through bars. Western
markets have preference towards mango flavored drinks. Diet coke presently constitutes
just 0.7% of the total carbonated beverage market.
Growth promotional activities
The government has adopted liberalized policies for the soft drink trade to give the industry a
boast and promote the Indian brands internationally. Although the import and manufacture of
international brands like Pepsi and Coke is enhanced in India the local brands are being
stabilized by advertisements, good quality and low cost.
The soft drinks market till early 1990s was in hands of domestic players like campa, thumps up,
Limca etc but with opening up of economy and coming of MNC players Pepsi and Coke the
market has come totally under their control.
Types
Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption.
Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market
can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated
and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while
mango drinks come under non carbonated category.
The market can also be segmented on the basis of types of products into cola products and non-
cola products. Cola products account for nearly 61-62% of the total soft drinks market. The
brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke, Diet Pepsi etc.
Non-cola segment which constitutes 36% can be divided into 4 categories based on the types of
flavors available, namely: Orange, Cloudy Lime, Clear Lime and Mango.
 Historical Industry Development
Birth of a refreshing idea: Coca Cola

The product that has given the world its best-known taste was born in Atlanta, Georgia, on May
8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-Cola®, and
carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled,
pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink.
Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious
and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed.
Thinking that "the two Cs would look well in advertising," Dr. Pemberton's partner and
bookkeeper, Frank M. Robinson, suggested the name and penned the now famous trademark
"Coca-Cola" in his unique script. The first newspaper ad for Coca-Cola soon appeared in The
Atlanta Journal, inviting thirsty citizens to try "the new and popular soda fountain drink." Hand-
painted oilcloth signs reading "Coca-Cola" appeared on store awnings, with the suggestion
"Drink" added to inform passersby that the new beverage was for soda fountain refreshment.
During the first year, sales averaged a modest nine drinks per day.
Dr. Pemberton never realized the potential of the beverage he created. He gradually sold
portions of his business to various partners and, just prior to his death in 1888, sold his remaining
interest in Coca-Cola to Asa G. Candler. An Atlantan with great business acumen, Mr. Candler
proceeded to buy additional rights and acquire complete control.

The Coca-Cola business in India

While The Coca-Cola Company is a global company with some of the world’s most widely
recognised brands, the Coca-Cola business in India, as in each country where the company
operates, is a local business. The beverages are produced locally, employing Indian citizens, the
product range and marketing reflect Indian tastes and lifestyles, and the company is deeply
involved in the life of the local communities in which company operate.
 History

After a 16-year absence, Coca-Cola returned to India in 1993. The Company's presence in India
was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top
soft-drink brands and bottling network.

Investment, Employment and Economic Impact

Coca-Cola India has made significant investments to build and continually improve its business
in India, including new production facilities, wastewater treatment plants, distribution systems
and marketing equipment. During the past decade, the Coca-Cola system has invested more than
US$1 billion in India. As such Coca-Cola is one of the country’s top international investors. In
2003, Coca-Cola India pledged to invest a further US$100 million in its operations.

The Coca-Cola business system directly employs approximately 10,000 local people in India. In
addition, several independent studies have documented that, by providing opportunities for local
enterprises, the Coca-Cola business also generates a significant employment “multiplier effect”.
In India, we indirectly create employment for more than 125,000 people in related industries
through our vast procurement, supply and distribution system.

Bottling Operations

The Coca-Cola system in India comprises 27 wholly-owned Company-owned bottling operations

and another 17 franchisee-owned bottling operations. A network of 29 contract-packers also
manufactures a range of products for the Company.

Almost all the goods and services required to produce and market
Coca-Cola in India are made locally, sometimes with the help of technology and skills from the
Company. The complexity of the Indian market is reflected in the distribution fleet, which
includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of
Indian cities, and trademarked tricycles and pushcarts.
Products

Leading Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot join the Company's
international family of brands, including Coca-Cola, diet Coke, Sprite and Fanta, plus the
Schweppes product range. Company’s Kinley water brand was launched in 2000 and, in 2001,
and the energy drink Shock and first powdered concentrate, Sunfill, hit the market.
Annual per capita consumption of soft drinks in India is nine 8-ounce servings.

Marketing

While broad direction and themes for our global brands are created at a global level, specific
marketing programmes for our products are determined locally. In early 2003, Coca-Cola India
collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab Coca-
Cola all-media campaign. Innovation has been the hallmark of other marketing campaigns, with
the Company racking up "firsts" in the introduction of canned and PET soft drinks, vending
machines and backpack dispensers for crowds of cricket supporters.

Quality

Coca Cola consider the consistent high quality of beverages to be one of his business’ primary
assets. In India, as in each country where the company produces the beverages, the Coca-Cola
system adheres not only to national laws on food processing and labeling, but also to our own
strict standards for exceptional quality. In everything we do, from the selection of ingredients to
the production of our beverages and their delivery to the marketplace, we use our specialized
quality management system, The Coca-Cola Quality System, to ensure that we are offering
consumers only the highest quality products. We monitor our success through our customer and
consumer feedback and our in-trade monitoring programmers, and this information enables us to
continuously improve our already demanding systems.
Environment

Coca-Cola India is supporting community-based rainwater harvesting projects in rural and urban
areas to help restore water levels and promote community education in ways to conserve natural
resources. These initiatives have benefited over 10,000 Delhi residents, as well as local
community members, both in areas surrounding Coca-Cola bottling plants and elsewhere.

Healthcare

Coca-Cola India is partnering with NGOs as well as St. John’s Ambulance Brigade (Red Cross)
to provide free medical facilities and information to poor people who cannot afford to visit
hospital facilities. These efforts are helping tens of thousands of underprivileged people in seven
states in India, as well as several villages near Coca-Cola bottling plants.

The Company has also supported a range of other national initiatives, such as a major polio-
eradication drive and drought-relief programmed, in addition to support towards the National
Cricket Championship for the Blind, and National Athletics meetings for the physically
challenged.

Birth of a refreshing idea: PEPSI

The Pepsi-Cola story itself begins with a drugstore in New Bern, North Carolina, and a
pharmacist named Caleb Bradham. Bradham's aim was to create a fountain drink that was both
delicious and healthful in aiding digestion and boosting energy. It would be free of the
impurities found in many bottled health tonics, and it would contain none of the stronger
narcotics often added to popular fountain drinks. As most pharmacies in 1896, Bradham's
drugstore housed a soda fountain where the small-town clientele would meet to socialize.
Bradham's establishment even featured a kind of primitive jukebox, which for a nickel would
entertain the listener with the latest musical selections rendered by violin or piano or both.

It was at such convivial gatherings that Bradham would offer his latest concoction. Over time,
one of his recipes became known as Brad's Drink. A member of the press declared, "It has
sparkle and just enough acidity to make it pleasant." Soon its popularity would exceed the
boundaries of New Bern.

The cellar of Bradham's drugstore served as the original site of Pepsi-Cola syrup manufacturing.
Electing to start his new business on a small, manageable scale, Bradham based his operation on
familiar territory. Ingredients were hauled downstairs to cramped quarters where they were
mixed together and then cooked in a large kettle. The syrup was subsequently poured into one-
gallon jugs and five-gallon kegs to be shipped to customers.

By 1902, the demand from surrounding drugstores increased so dramatically it dawned on

Bradham that Pepsi-Cola was something special. On December 24, 1902, he filed incorporation
papers with the state of North Carolina; in these, he indicated his plans for corporate branches in
Virginia, Maryland, Pennsylvania, and New York.
And the rest is history!

The PepsiCo business in India

PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion
and over 143,000 employees. The company consists of the snack business of Frito-Lay North
America and the beverage and food businesses of PepsiCo Beverages and Foods, which includes
PepsiCo Beverages North America (Pepsi-Cola North America and Gatorade/Tropicana North
America) and Quaker Foods North America. PepsiCo International includes the snack businesses
of Frito-Lay International and beverage businesses of PepsiCo Beverages International. PepsiCo
brands are available in nearly 200 countries and territories.

Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young.
PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was
acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in
2001.

Pepsi came in India in April 1989, when it setup operation for beverage & snacks Foods
Business. Plant situated at Chamno has two units namely, concentrate Division & Snacks
Division. Concentrate unit prepares concentrates of various soft drinks.
The second major player in the Indian Soft drink market is Pepsi Company. Pepsi although
started years before Coca Cola in 1990’s has a lowest market share. Today it has bought over
Mumbai based duke range of soft drink brands. Pepsi started their efforts in the 80’s to come in
India. The added two P’s of marketing. They used people and politics as the market weapons.
Although in the 80’s Pepsi was not sold in India still there were huge sign boards on the road of
Mumbai, which was to keep in touch with the people whether you are there in the market or not.
They also made influences to the government to make an entry in India.

After this beverage business has grown rapidly and is poised for countrywide leadership. Pepsi
has franchised its bottling operations also it has its own bottling operations. From being an
exclusively franchise beverages business now it has 17 Company Owned Bottling Operations
(COBO) & 27 Franchisee Owned Bottling Operations (FOBO).

From source water to soft drink bottle

The Coca-Cola and Pepsi Company, who are globally accepted and validated manufacturing
processes and Quality Management Systems, They ensure that their manufacturing facilities are
equipped to provide the consumer with the highest possible quality beverage each time. Let us
now take you through the processes and Quality Assurance Programmes followed by these
world-class manufacturing facilities in India.
Even before the plant is constructed, the site is selected based on the availability of source water
meeting the potability quality standards. At all their carbonated and non-carbonated soft drink
manufacturing locations, the source water is tested for all requirements of potable drinking water.
The analysis is always conducted by independent third party accredited laboratories. The source
water is then properly protected and re-tested periodically to ensure conformance to potability
standards. The water is then drawn through sealed pipelines into the storage tanks in secured
water
treatment areas of the manufacturing plant

1. The first step in the manufacturing of soft drinks is the disinfection of water using the globally
approved procedure of chlorination. This treatment ensures the destruction of microorganisms
including pathogens and oxidation of heavy metal ions and organic impurities.
2. The second step is the filtration at the molecular level, which is achieved either by
coagulation/flocculation or reverse osmosis. Contaminants
commonly removed by this process include:

- Dirt, clay and any other suspended matter in the water.

- Microbial matter (including bacteria, yeast, moulds, virus, protozoa).
- Heavy metals and compounds which may cause an off-taste.

When coagulation/flocculation is used, colloidal materials and suspended particles are removed
by settling plus enhanced filtration through multi-media. If needed, alkalinity reduction may also
be achieved by lime
Softening or ion exchange filters.

3. The third step to stop potential contaminants is water purification using granular activated
carbon filters. The granular activated carbon, with its large and porous surface area, ensures
effective removal of trace levels of organic compounds (including pesticides and herbicides),
colour, off-taste and odour-causing compounds using the principle of absorption.

4. The last step is polishing filtration, which is passing water through high efficiency 5-micron
filters to ensure every drop of treated water is free from any activated carbon fines and is safe for
use in beverages. .

Similar to the stringent norms used for water, the companies buy high-grade sugar from
authorized sugar mills in India and this is treated with a globally acclaimed carbon treatment
which removes any impurities and is then used for the preparation of purified sugar syrup. This
sugar syrup is then blended
with the soft drink concentrate.

Carbon-dioxide from authorized suppliers meeting international purity standards is procured,

which goes through stringent quality control checks before being used in the beverage process.
The three ingredients of syrup, treated water and carbon-dioxide are blended as per The Coca-
Cola Company's specifications. The glass bottles returned from the market are thoroughly
cleaned and sanitized with specially formulated cleaning agents at high temperature that use
sophisticated state-of-the-art Bottle Washers or Bottle Rinsers (in case of PET). These bottles are
then transported to the filler using a fully automated conveyor system after a thorough visual
inspection. The beverage is then filled into glass containers or virgin food grade PET bottles
using a high-speed automated filling machine. The entire filling operation is fully automated and
untouched by human hands. The bottles are finally capped/crowned, date coded and packed into
crates/cartons to make them available to our consumers. The complete manufacturing process
has a well defined and structured Quality Control and Assurance Programme. All the
manufacturing facilities employ qualified, experienced and trained professionals for
manufacturing and testing of their products
Routine tests carried out by bottling operations and external laboratories:
Process parameter No. of tests
1 Water 71
2 Water Treatment & Auxiliary Chemicals 68
3 CO2 50
4 Sugar 13
5 Syrup 17
6 Packaging Material 25
7 Container Washing 17
8 Finished Product 18
9 Market samples 15
10 External Lab 147
TOTAL 441

All the bottling facilities follow the Good Manufacturing Practices requirements as applicable to
the food industry. All manufacturing equipments fulfill the stringent requirements of GMP and
sanitary design.
The entire quality management system of each plant is documented, managed and continually
improved through a world-wide accepted system of TCCQS (The Coca-Cola Quality System).
The Companies also have a strong internal audit system to monitor compliance to international
and local standards. The manufacturing facilities also get audited by accredited external audit
agencies against quality management standards.
This internal checks and balances system works virtually in every aspect of their business and
gives the confidence to reassure our promise to consumers every day.
.Soft drink majors lobby for excise cut, mull price hike
FACED with declining growth rate, the domestic soft drink industry has moved the Ministry of
Finance, seeking reduction in excise tax levied on soft drinks.
The cola majors, in fact, have not ruled out the possibility of a price revision, if the
Government fails to lower the excise slab in the coming Budget.
The Indian Soft Drinks Manufacturers' Association, led by multinationals Pepsi and Coca
Cola-India, urged the Finance Minister, Mr. Yashwant Sinha, during the customary pre-budget
consultations, to review the 40 per cent excise duty. This includes a 16 per cent Special Excise
Duty (SED).
Mr. Sinha, while reducing the number of excise slabs from 22 to three in his last Budget,
placed soft drinks along with pan masala and chewing tobacco in the highest category _ of 24 per
cent _ and imposed an additional 16 per cent Special Excise Duty (SED) on them.
The Rs. 3,800-crore industry is now lobbying for a 16 per cent excise slab in place of the existing
24 per cent. It also wants to do away with the 16 per cent SED. The present excise burden, which
amounts to 40 per cent, is the highest in the SAARC region.
``We would like to be in the company of ice-creams, chocolates and corn flakes at 16 per
cent. This is what we have told the Finance Ministry,'' industry sources said.
The Coca Cola-India spokesman, Mr. Rahul Dhawan, told Business Line that the soft
drink industry's lobbying with the Government follows a dramatic squeeze in the annual growth
rate. ``The industry grew at 22 per cent in March, 1998. It declined to 5 per cent during 1999.
And, it is going to stagnate or further decline by March, 2000,'' Mr. Dhawan said.
The present scenario has forced the soft drink majors to make fresh investments into the
widening of the distribution network and new marketing initiatives. The growth rate now
depends on these investments and not any significant increase in customer base.
``Penetrative distribution network and marketing efforts, including price differentials,
hold the key,'' Mr. Dhawan said.
The decline in sales during 1999, according to him, followed a price revision from Rs. 8
to Rs. 9 on 300 ml bottle.
``But it was inevitable. Between 1996 and 1998, the excise duty has increased 66 per
cent. The corresponding increase in price has only been 28 per cent,'' Mr. Dhawan said.
He said the industry was faced with ``a tricky situation'' as increased excise slab meant
price revision and shrinking customer base.
According to a 1998 NCAER study, soft drink in India is now a mass consumption product and
almost 91 per cent of its consumption is by the middle and lower income groups.
 ``So, it is natural that the industry is price sensitive and there is a fall in consumption
whenever there is an upward price revision,'' Mr. Dhawan said. In fact, industry sources said,
Coca Cola-India has registered significantly lower earnings and growth this fiscal.
Hectic lobbying by the soft drink industry on the eve of the Budget also centres around the unfair
treatment meted out to the industry.
``This industry has attracted one of the largest Foreign Direct Investments (estimated at $
1.2 billion) and employs nearly 1.25 lakh people. For every 10 lakh additional cases, there is an
employment opportunity for 500 people,'' Mr. Dhawan said.

Important Events in the Development of Soft Drinks

 1874
The first ice-cream soda is served

1876
Root beer is produced in quantity for public sale

1881
First cola-flavored beverage is introduced

1892
Invention of the crown bottle cap

1899
First patent for a glass blowing machine, used to produce glass bottles

1913
Motor trucks begin to replace horse drawn carriages as delivery vehicles, beginning a new era
for the soft drink industry

1919
Industry joins to form a national association, "American Bottlers of Carbonated Beverages"

1920
U.S. Census reports more than 5,000 bottlers in business

Early 1920 s

Automatic vending machines begin to dispense sodas in cups

1923
Introduction of six-pack cartons called "Hom-Paks"

1934
Color labels are used to merchandise products

1952
First diet soft drink introduced
1958
First aluminum cans are introduced

1959
First diet cola is introduced

1962
Easy opening, pull-ring tabs are first available

1965
Soft drinks in aluminum cans appear in vending machines

1965
Reseal able tops are invented

1966
American Bottlers of Carbonated Beverages renamed National Soft Drink Association

1970
Plastic bottles are first used for soft drinks

1973
Creation of the PET bottle

1974
The stay-on tab is invented

1981
Talking vending machines are invented

Mid-80's
Caffeine-free and low-sodium soft drinks gain popularity

Early1990's
Clear colas manufacture
 1991
Soft drink companies begin using PET bottles

1993
Number of soft drink containers recycled since the first Earth Day in 1970, reaches 384 billion

Objective of the study

The objective of the study is to know about the consumption behavior of the rural consumers

regarding soft drink.

OBJECTIVE

1.To study buying motive of the rural consumers.

2.To asses the tastes and preferences of different consumers.

3.To study the factors affecting purchase decision.

4.To asses the brand awareness and loyalty of different rural consumers.
 HYPOTHESES

In tune with the objective of the study, hypotheses were formulated that there exists a Null

hypotheses(Ho)=There is no relation between income group of parents/family and intend to

select a soft drink.alternate hypotheses(H1)= income of parents plays a vital role in slecting a

soft drink.
 Research Methodology

It is the way to solve a problem systematically. Here we adopted description research to carry out
the project as I try to find out what the preferences of consumer towards a soft drink are or why
they buy particular brand of soft drink.

For this, sample of 200 people is taken. A questionnaire has been set which consists of a number
of questions printed in a definite order. The collection of data is mainly done through schedules.
Research design

For this I use data collection method. In the data collection method, I have collected both
primary and secondary data to meet my objective. The primary data was collected by a survey
based on the questionnaire. , who provide useful guidelines and objective of my study. The
questions were listed in a pre arranged order and the object of enquiry was reveled to the
respondents. The secondary data was collected from various sources like
---web sites of different soft drink companies
--- Articles and books on soft drink industry etc.
The research is mainly of two type:
1. Exploratory
2. Descriptive
Sampling procedures

The type of sample I use here is random sampling to collect the data from Bhiwani.
Sample size
The sample of 200 was taken by me.

The tool for data collection

Data collection is a basic step and of vital importance. On which success or failure of the
study depends. All researchers can tap into two sources of data.
1. Primary Data
2. Secondary Data
In this present study we have used both primary and secondary data source.

DATA Analysis & Interpretation

From the study conducted on the topic of consumers attitude towards soft drink.The question

were asked from the general public so as to know what is their preference to the soft drink and

from the information gathered the below analysis has been drawn.
The most preferred brand

Table 1

Brand Name Frequency Percent Cumulative Precent

Pepsi 102 51 51
Coca Cola 42 21 72
Parle Agro 34 17 89
Others 22 11 100
Total 200 100
Source-field survey

Source table 1

Interpretation

Table 1 reveals the respondents’ most favorite brand of the soft drink. There are 51 percent

respondents who prefer Pepsi followed by Coca Cola (21%), Parle Agro (17%) and others

(11%).

Most favorite flavour

 Table 2

Flavour Frequency Percent Cumulative Percent

Pepsi 52 26 26
Coca Cola 28 14 40
Thumb up 13 6.5 46.5
Mirinda Orange 16 8 54.5
Frooti 23 11.5 66
Limca 14 7 73
Fanta 9 4.5 77.5
Slice 11 5.5 83
Sprite 8 4 87
Dew 6 3 90
Others 20 10 100

Total 200 100

Source-field survey

Source table 2

Interpretation
Above table shows the respondents’ most favorite flavor of the soft drink. There are 26 percent
respondents who’s most favorite brand is Pepsi followed by Coca Cola (14%), Thumb up (6.5%),
Marinda Orange (8%), Frooti (11.5%), Limca (7%), Fanta (4.5%), Slice (5.5%), Sprite (4%),
Due (3%), and Others 10% .
How often you buy the soft drink
 Table 3

Frequency Percent Cumulative Percent

Daily 122 61 61
Occasionally 78 39 100
Total 200 100

Source-field survey

Source table 3

Interpretation

Above table gauge the frequency of buying soft drinks. There are 61 percent respondents who

buy soft drinks daily and 39 percent respondents buy occasionally.

Frequency of consumption of soft drinks

Table 4

Frequency Percent Cumulative Percent

1-2 86 43 43
2-4 56 28 71
more than 4 46 23 94
once in a week or 12 6 100
twice
Total 200 100
Source-field survey

Source
table 4

Interpretation

Above table depicts the frequency of consumption of soft drinks. There are 43 percent

respondents who consume 1-2 bottles in a day followed by 2-4 (28%), more than 4 (23%), and

once in a week or twice (6%).

Taste is the reason for buying a particular brand

Table 5
 Rank Frequency Percent Cumulative Percent
1 24 12 12
2 86 43 55
3 48 24 79
4 52 21 100
Total 200 100
Source-field survey

Source table 5

Interpretation

Above table tells the reason of buying a particular brand due to taste. There are 12 percent

respondents who gave first rank to this reason, 43 percent gave second rank, 24 percent gave

third rank, and 21 percent gave fourth rank.

Refreshment is the reason for buying a particular brand

Table 6

Rank Frequency Percent Cumulative Percent

 1 74 37 37
2 96 48 85
3 30 15 100
Total 200 100
Source-field survey

Source table 6

Interpretation

Above table shows the reason of buying a particular brand because of refreshment. There are 37

percent respondents who gave first rank to this reason, 48 percent gave second rank, and 15

percent gave third rank.

Status symbol is the reason for buying a particular brand

Table 7

Rank Frequency Percent Cumulative Percent

3 20 10 10
 4 34 17 27
5 146 73 100
total 200 100
Source-field survey

Source table 7

Interpretation

Above table reveals the reason of buying a particular brand because of status symbol. There are

10 percent respondents who gave third rank to this reason, 17 percent gave fourth rank, and 73

percent gave fifth rank.

Pricing of the soft drinks

Table 8

Frequency Percent Cumulative Percent

Reasonable Price 160 80 80
 High Price 40 20 100
Low Price 00 00
Total 100 100
Source-field survey

Source table 8

Interpretation

Table 12shows about the pricing of the respondent’s favorite brand of the soft drink. There are

80 percent respondents who say that price is reasonable and 20 percent say highly priced.

When soft drink is not available than

Table 9

Frequency Percent Cumulative Percent

Fruit Juice 122 61 61
Lassi 52 26 87
Other 26 13 100
 Total 200 100
Source-field survey

Source table 9

Interpretation

Table 15 revels about the decision of the respondents when they don’t consume the soft drink.

There are 61 percent respondents who consume Fruits Juices followed by those who consume

Lassi (26%), and others (13%).

More the ad of brand, better the quality

Table 10

Rank Frequency Percent Cumulative Percent

1 184 92 92
2 16 8 100
Total 200 100
Source-field survey

Source table 10

Interpretation

Table 23 reveals the statement that if the advertisement of brand is high than quality will be

batter. There are 92 percent respondents who gave the first rank to this statement and 8 percent

respondents who gave second rank.

Annual income of the respondent

Table 11

Income Frequency Percent Cumulative Percent

>=60000 42 21 21
60000-75000 54 27 48
75000-100000 40 20 68
100000-150000 24 12 80
 <150000 40 20 100
Total 200 100
Source-field survey

Source table 11

Interpretation

Table 27 reveals about the annual income group of the respondents. There are 21% respondents

who are in the income group of less than Rs. 60000 followed by income group of Rs.60000-

75000 (27%), income group of Rs.75000-100000 (20%), income group of Rs. 100000-150000

(12%), and above 150000 (40%).

Occupation of the respondent

Table 12

Occupation Frequency Percent Cumulative Percent

Student 72 36 36
Businessmen 16 8 44
Farmers 98 49 93
Servicemen 6 3 96
Others 8 4 100
 Total 200 100
Source-field survey

Source table 12

Interpretation

Table 28 depicts the occupation of the respondents. There are 36% respondents who are in

students followed by businessmen (8%), farmers (49%), servicemen (3%), and others (4%).
 FINDING
&
SUGGESTIONS
 Finding & Suggestions:

From the analyses and interpretation I conclude that

 Pepsi is the most favorite brand of the consumers followed by coca cola and Frooti.
 Coca cola is the second most preferred flavour among the respondents.
 300ml. pack is more preferred pack among the respondents followed by 200ml, and 2 lt..
 Most of the consumers buy Fruits juice, and Lassi when they do not buy soft drink.
 Limitation of the study

Although every care has been taken & many magazines and books are conducted so that the

results are authentic and correct, yet there may be discrepancies.

The reasons for discrepancies are as given under:

From my part:

1. Shortage of time available for the survey

2. limited area fro the research
3. non availability for the confident data
4. cost factor

From respondent’s part:

1. The respondents were busy in their work, they were in hurry so the information given by
them, were not fully correct.
2. The information provided by them may be partial because many respondents were not
interested in filling the questionnaire.
3. The information provided by the dealer wasn’t exactly correct sometimes.
 QUESTIONAIRE

It is declared that this research is done on the soft drink and this research is purely

for the personal information provided by you, will not be revealed in any case.

Name:Nidhi saini
Class:MBA(2nd)sem
Roll no.28
 ANNEXURE

Name of the customer

Designation

Address

1). Which brand of soft drink do you like most?

a). Pepsi □ b). Coca cola □
c). Parle Agro (Frooti)□ d). Others □

2). Which flavor do you consume mostly?

3). How often you buy the soft drinks?

a). Daily □ b). Occasionally □

4). How many bottles of soft drinks do you consume in a day?

a). 1-2 □ b). 2-4 □
c). More than 4 □ d). Once or twice in a week □

5). You go for a particular brand because of (please rank)

a). Taste □ b). Refreshment □
c). Status Symbol □ d). You just feel like it □
e). Brand name □

6). If you don’t find out your brand in market then you will
a). Go for another brand □
b). Search the same brand elsewhere □
c). Neither search nor go for another brand □

7). How much quantity of pack do you prefer to consume? (Please rank)
a). 200 ml. □ b). 300 ml. □ c). 500 ml. □
d). 2 lt. □ e). Can □
8). What do you think about the price of your favorite brand?
a). Reasonable priced □ b). Highly Priced □
c). Low Priced □

9). When you buy a soft drink do you ask it by brand name?
a). Always □ b). Sometimes □
c). Whichever is available □

10). What do you do when you get branded soft drink at higher price than MRP?
a). Purchase the same brand □
b). Shift to another brands □
c). Shift to B brands □

11). When you don’t consume cola drink which drink you shift to
b). Fruits juices □ b). Lassi □
c). Other □

12). Which of the media influences you most while purchasing? (Please rank)
a). Television □ b). Newspapers □
c). Magazine □ d). Hoardings □
e). Radio □

13). What do you think

a). Higher the price, better be the quality □
b). Famous the manufacturer, better be the quality □
c). More the Ad of brand, better be the quality □

14). Are you satisfied with quality of the brand

a). Yes □ b). No □

e). Illiterate □

____________
Thanks for giving your valuable time…..
 Bibliography
BOOKS

Kothari C.R., “Research Methodology”, New Age International Publication, New Delhi, 2nd
Edition (2004).

Kotler Philip, “Marketing Management”, Prentice Hall of India Pvt. Ltd., New Delhi, 11th Ed
(2000).

Saxena & Rajan, “Marketing Management”, Tata Mc Graw Hill Publication Co. Ltd. , New
Delhi, 2002 Edition.

Schiffman Leon G.,”Consumer Behavior” Prentice Hall of India Pvt. Ltd., New Delhi.

Solemon Michael R.,” Consumer Behavior” Prentice Hall of India Pvt. Ltd., New Delhi.

Websites
www.pepsi-india.com listed on 2 April , 2008

www.coca-cola.wordwide.com listed on 2 April , 2008

www.coca-coal-india.com listed on 2 April , 2008

www.bob.com listed on 4 April , 2008

www.pepsizone.yahoo.com listed on 4 April , 2008