Coco Cola Lokesh

A Case study on Consumer Satisfaction towards coco-cola
CHAPTER I
1.1 INTRODUCTION :
The soft-drink battleground has now turned towards new overseas markets. While once the United States, Australia, Japan, and Western Europe were the dominant softdrink markets, the growth has slowed down dramatically, but they are still important markets for Coca-Cola and Pepsi. However, Eastern Europe, Mexico, China, Saudi Arabia, and India have become the new "hot spots." Both Coca-Cola and Pepsi are forming joint bottling ventures in these nations and in other areas where they see growth potential. International marketing can be very complex. Many issues have to be resolved before a company can even consider entering uncharted foreign waters. This becomes very evident as one begins to study the international cola wars. The domestic cola war between Coca-Cola and Pepsi is still raging. However, the two soft-drink giants also recognize opportunities for growth in both Coca-Cola, which sold 10 billion cases of soft-drinks in 1992, and Pepsi now find themselves asking, "Where will sales of the next 10 billion cases come from?" The answer lies in the developing world, where income levels and appetites for western products are at an all time high. Often, the company that gets into a foreign market first usually dominates that country's market. Coca-Cola patriarch Robert Woodruff realized these 50 years ago and unleashed a brilliant ploy to make Coca-Cola the early bird in many of the major foreign markets. At the height of World War II, Woodruff proclaimed that wherever American boys were fighting, they'd be able to get a Coca-Cola. By the time Pepsi tried to make its first international pitch in the 50s, Coca-Cola had already established its brand name and a powerful distribution network. In the intervening 40 years, many new markets have emerged. In order to profit from these markets, both Coca-Cola and Pepsi need to find ways to cut through all of the red tape that initially prevents them from conducting business in these markets. This paper seeks to examine these markets and the opportunities and roadblocks that lie within each.
SRS College, Chitradurga
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A Case study on Consumer Satisfaction towards coco-cola Both these companies Coca-Cola and Pepsi are of great caliber. In fact, they are the companies that are ruling the market. Coca-Cola and Pepsi have always competed against each other for a bigger market share. They have come up with a variety of campaigns to get a one-up over each other. They have gone in for blind taste test to advertising campaigns to even garnering customer support through brand ambassadors. But these companies have faced different difficulties in different parts of the world. But they have overcome these difficulties and have managed to reach top positions. The difficulties have included political campaigns against them. They include the local competitors in a country against them. This also includes the culture of the country which decides things like the peoples tastes and preferences. They have overcome all these difficulties to sell their products in the markets.
1.2 OBJECTIVES OF THE STUDY :

The objectives of the study are as follows : To study the historical background of COCA-COLA INDIA LIMITED. To study the competitive environment. To determine critical evaluation of the market. To study the effectiveness of the market in todays world. To analyze the functions, procedures in the market share analysis. To suggest some strategies, remedies in various aspects of improving market share. To equip myself better in the area of market share analysis.
1.3 SCOPE OF THE STUDY :

SRS College, Chitradurga Page 2
A Case study on Consumer Satisfaction towards coco-cola The scope of the study is restricted to the consumers attitudes and behavior, likes and response towards coco-cola in Chitradurga city. This report includes the efforts that have been made by coco-cola Company, and Manjusree Marketing Chitradurga, to improve the quality and push up the sales of cococola products in Chitradurga city, and the survey includes the past purchases, few prospective consumers of product and their satisfaction towards the coco-cola products. This proportion of consumers in selecting up particular of soft drinking has dragged me to study the features of consumers satisfaction regarding the coco-cola company soft drinks.
1.4 METHODOLOGY :
Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In Research Methodology we study various steps that are generally adopted by a researcher in studying this research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Researchers need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide certain techniques and procedures applicable to certain problems. This means that it is necessary for the researcher to design his methodology for his problem as the same may differ from problem to problem. Research Methodology has many dimensions and research methods do constitute a part of the research methodology. The scope of Research Methodology is wider than that of research methods. Thus, when we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we use particular method or technique so that research results are capable of being evaluated either by researcher himself or by herself.
Sources of Data
Important criteria for the validity of any research study in a methodical way : In research to get meaningful information, data collected should be accurate and reliable. There are 2 sources of data collection 1. Primary Data and 2. Secondary Data. The Primary Data was collected from having discussions with marketing officers and various retailers. It was also collected details from consumers through survey method by using the technique of questionnaire. The Secondary Data for this study has been collected by referring to various records of coca-cola India Ltd., it was also collected from some important journals magazines, text book and websites.
1.5 LIMITATIONS OF THE STUDY :

Time restriction. The information, which was needed, could not be made public by the organization. Discussion with all related officials was not possible. The study covered a vast concept hence wide collection and coverage of information was not easily possible. Duration for the study was another limiting factor as the report was to be completed in 6 weeks time
1.6 CHAPTER SCHEME :

CHAPTER I
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A Case study on Consumer Satisfaction towards coco-cola In this chapter project worker intends to discuss about the introduction, objectives and scope of the study, methodology of the study and limitations of the study. This chapter will give brief information about the project background.
CHAPTER II In this chapter project worker intends to discuss about the Concept of the Marketing, in this chapter we can know about the Meaning, Definition, Importance, Nature and Scope, Role of Marketing in Economic development, Benefits of the society. CHAPTER III In this chapter project wants to give details about the company and Present scenario of the soft drinks, in this chapter we discuss about the Industry Profile, History of the Soft drinks Company Profile, Indian Scenario of soft drinks Industry, and finally about the Product Profile. CHAPTER IV The 4th Chapter is entitled with Consumer satisfaction and Buyer Behavior, CHAPTER V The 5th Chapter is entitled with Chitradurga District Profile. CHAPTER VI The 6th Chapter is entitled with Analysis and Respondents
CHAPTER VII The 7th Chapter entitled with Findings, Suggestions and Conclusion
A Case study on Consumer Satisfaction towards coco-cola ANNEXTURES : Questioners. Bibliography.
CHAPTER II
2.1 MEANING :
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A Case study on Consumer Satisfaction towards coco-cola The first concept to be understood in marketing management is Market. The term Market is derived from the Latin work Maratus. This means merchandise, wares, traffic, trade or place of business. This term has been defined by many in many ways. But its central theme is that it is an activity which centers round two important operations viz,. BUYING and SELLING. Simply, it means an Exchange Activity.
2.2 DEFINITION :
According to Chapman, the marketing can be defined as, Market is a group of sellers and buyers who are willing to exchange goods and or services for something of value. Of course, some negotiation may be needed. This can be made face to face at some physical location. Or it can be done indirectly through a complex network of middlemen who link buyers and sellers who are far apart. Chapman According to Mitchell, the market can be defined as, Originally, a market was a public place in a town where provisions and other objects were exposed for sale, but the work has been generalized to mean any body of persons who are having intimate business relations and carry on extensive transactions in any commodity. Mitchell
2.3 IMPORTANCE OF MARKETING :

Marketing plays an important role in the success of a business enterprises, Marketing is primarily concerned with movement of goods and services from the
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A Case study on Consumer Satisfaction towards coco-cola producer to the consumers in order to satisfy their needs. Marketing contributes directly to keep the wheels of the organization moving on the path to progress and prosperity. The importance of marketing is explained as follows : Marketing helps in the realization of the objectives for which the organization has been set up. In fact, effective marketing is essential for the survival and growth of the organization. It helps the community to satisfy their economic and social needs and thus raise their standard of living. It ensures better deal and services for the consumers. It helps the enterprise to fulfill its social responsibilities. It helps in producing those products that are needed by the consumers and community at large. It activates the production consumption chain. Thus, it helps in an efficient and productive utilization of resources, both human and materials, eliminating wastages. It helps the enterprise to adapt to the changing conditions and circumstances. It provides guidance to the organization on the innovations to be adopted, enabling it to face competition more squarely. It helps the enterprise in achieving the maximum efficiency, productivity and profitability with the minimum of effort and cost. It ensures the economic growth of the enterprises which results in growth and economic development of the county. 2.4 NATURE AND SCOPE OF MARKETING : The following are the Nature and Scope of the Marketing are as follows :
1. Marketing is consumer oriented process : A business exists to satisfy human
needs. Therefore, it is essential that the organization must first find out the
A Case study on Consumer Satisfaction towards coco-cola customers needs. Only such goods should be produced which best satisfy consumer needs. In the words of Levett, instead of trying to market what is easiest for us to make, we must find out much more about what the consumer is willing to buy.
2. Market starts and ends with the customer : Marketing starts even before
production starts. Under consumer oriented marketing, it is essential to understand what customers really want. Understanding of customer wants is possible only when the information is collected from the customers regarding their tastes, fashion, buying habit etc. therefore, establishment of proper information system is essential for the success of the marketing function. Marketing research helps the organization to understand customer wants. Reliable information helps the organization to produce right type of goods that are needed by the consumer. This helps in satisfying both the customers and the organization.
3. Marketing is the guiding element of business : In the past marketing was
considered as a function concerned with getting goods and services into the hands of considered as a function concerned with getting goods and services into the hands of customers. Today marketing is much more than this. Modern marketing is a function directed towards economic development of the country and in raising the standard of living of the people. Modern marketing involves the integration of various activities involved in marketing process. The responsibility of modern marketing is to reach customers at a maximum speed with minimum cost.
4. Marketing is a system : Marketing has been viewed as an ongoing or dynamic
process involving a set of interacting and interrelated activities to reach customer. It receives inputs from the environment in the form of valuable information. Using these valuable information, organization supply the desired products and services to satisfy customer needs and thereby earns profit.
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5. Marketing is a goal oriented process : Marketing seeks to achieve some useful
goals like any other business activity. The very basic aim of marketing is to generate considerable amount of profit through customer satisfaction. Increase in volume of sales, increase in profit and increase in growth are the three objectives of marketing. While attaining these objectives, organizations should assume social responsibilities to a greater extent.
6. Marketing is a process of exchange :
Marketing essentially a process of
exchange. Goods and services are exchanged between the buyers and the sellers. Goods and services are handed over to the buyers by the organizations and the customers in turn gives money to the organization. One more important exchange observed in marketing is information. Marketing information is exchanged between the buyers and the sellers. Information is power. Information is the foundation on which the organization success depends.
7. Marketing is a process : Marketing involves various functions to be performed
in an order. Various activities should be properly related. This process should be flexible. Any changes in social and environmental factors influence the marketing process. Therefore, marketing management should have a watch on these changes, the process should be improved to suit these changes.
2.5 ROLE OF MARKETING IN ECONOMIC DEVELOPMENT :

Marketing and trade play vital roles in the economic growth and overall development of a nation. The major roles or marketing and trade in the national economy can be thought of in terms of : Specialization in Activities of Comparative Advantage :
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A Case study on Consumer Satisfaction towards coco-cola Without market facilities, areas must maintain diversified activities to produce their own food, shelter, tools and other needs goods. In the presence of a market, however an individual can specialize in one activity and sell the surplus in order to purchase other needed goods. The individual is likely to specialize on the basis of a comparative advantage in that activity for which he or she has some special resource or ability. A comparative advantage exists when an individual or region can produce a good, relative to the price of other goods, more cheaply than another individual or region. In livestock production, comparative advantage is often the result of agro ecological conditions particular to a region making it suited to certain specialized activities. Specialized activities lead to trade. The gains from trade will be the value of additional production made possible through specialization and trade. The exact gains from trade will depend on the market prices of the goods with and without trade. This concept applies equally to individuals, who use their comparative advantage to specialize in one task, selling their products to trade for the other goods they need.
Enhanced Resource use Efficiency and Trade : Through specialization and trade, a community is better able to utilize its limited resources. Specialization and the resulting efficiency of resource use is the basis for economic growth and development. As markets and economies develop, surpluses occur more frequently in profitable activities, creation new wealth, while products are moved greater distances than before. Thus, trade is a necessary ingredient for economic growth. Marketing is simply the means by which trade occurs. Advances in Marketing with Economic Growth : As economic growth proceeds, several changes in marketing take place, with economic development, the activities and tasks of marketing increase. Activities such as storage and processing, packaging and retail distribution become more important. Greater activity moves away form the site of production and towards marketing. This, in turn, creates employment opportunities and further specialization. Since livestock products
A Case study on Consumer Satisfaction towards coco-cola typically have positive income elasticity of demand, economic growth can lead directly to new opportunities for production. With development, more economic agents may enter trade, helping to improve marketing services and in some cases, allowing the market to capture external economies of scale. This refers to a situation where the presence of many agents allows each one to operate at a lower cost. An example is the case where increased trade in some commodity , which lowers per unit storage costs. The physical infrastructure can also be affected in a positive way by large markets, in the form of better roads and communication, offering the potential for external economies of scale.
2.6 BENEFITS TO THE SOCIETY :

The market provide many benefits to the society, some of are as follows :
1. Delivery of Standard of Living : Market is of critical social importance, because
it has been given the responsibility and task of creating, raising and maintaining the standard of living of the society. This is the special demand of the people. Only customer oriented business enterprise can succeed in discharging this responsibility.
2. Employment and Income : Marketing is essential for providing increasing
employment opportunities so that we can have effective demand in the market. Continuous production is governed by continuous marketing. Marketing offers employment and income to about 30 to 40 per cent of the total population. It assumes special importance in India as a major source of livelihood or gainful employment.
3. Equilibrium between Supply and Demand : Marketing system can assure
equilibrium between supply and demand through the process of equalization and
A Case study on Consumer Satisfaction towards coco-cola thereby we can have price stability as well as economic stability. If we have balance between production and distribution, there will be no danger of boom and slump in our economy. If supply exceeds demand, there will be depression. If demand exceeds supply, there will be inflation and rising prices. Marketers can indicate the precise market demand to the production managers. In essence, marketers are managers of demand. Of course, in practice, supply is adjusted with changing demand as consumer demand is not directly controlled by marketers.
4. Creation of Utilities : Marketing as an economic activity create time, place and
possession utilities. Merchandising creates form utility. Exchange create ownership and possession utilities. Transport creates place utility. Storage creates time utility. Promotional activities create information utility. Hence, marketing activities create or add value through form, Place, time, ownership, possession and information utilities.
5. Economic Development : Marketing development can initiate integration of and
agriculture industry, can bring about maximum utilization of present productive capacity and can develop entrepreneur and managerial talents particularly in underdeveloped countries. Thus marketing can bring about rapid development in underdeveloped or developing countries.
CHAPTER III
3.1 INDUSTRY PROFILE :
The global market consists of two major players; PEPSI and COCO-COLA. Both have universal brand names. They are available in almost 200 countries Coco-cola products are served in more than 160 countries, with the emerging middleclass and higher purchasing power the expenditure on soft drinks is bound to increase considerably; this is possible only through intense marketing, which has led to cut-throat competition and the famous cola wars.
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A Case study on Consumer Satisfaction towards coco-cola Asian youth are among the worlds fastest growing consumer segment today. China, Indonesia and India make up three of the worlds 4 biggest soft drink markets. The fortune 500 majors have duly acknowledged the potential and consumption of beverages, in India, in particular. The study growth and increasing sales show a highly rewarding future for the soft drinks business in India. Not only have the sales increased but the bottle sizes have also increased from 250 ml to 300 ml. of the total volume, almost 50% is contributed by the colas alone, which are the most widely consumed and promoted drinks internationally. In the cola category, Coco-cola is seen as the most aggressive of the lot, followed by Thumps Up from the COCO-COLA portfolio and thirdly COCO-COLA, itself.
Other highlights of the Indian soft drink Industrial market are as under: India is a young country with 20.4% of its population lying in the age group of 15-24 years, which is where the potential for soft drinks lie. While the per capita consumption of soft drinks in the United States is about 770 servings and 62 servings outside the United States, the per capita consumption in India is a ridiculously low figure of 3 servings per year, which is lower than the average consumption in Pakistan and Bangladesh. For a population of over 1200 million, India has only 3.15 lakh retailers who stock soft drinks whereas a country like Philippines, with a population 60 million, has 4.5 lakh retail outlets.
A Case study on Consumer Satisfaction towards coco-cola It takes an Indian 1.5 hour of work to be able to buy a soft drink while in other developed countries it takes only 5 minutes. In India consumers pay at least 13 times more than an American for a carbonated soft drink. Soft drink sales have great seasonal fluctuations in India with sales peaking in summers and plummeting in the other seasons. aggressively aiming to make it an anytime drink. Even today, consumption of soft drinks in India is mostly restricted to special occasions. Consumption of soft drinks is still considered a luxury in India. The soft drinks industry in India faces many challenges. The soft drinks bottling operation is a capital intensive business, with investment at four levels i.e. cost of plant and equipment, investment in bottles and crates, transportation and cooling structure at retail outlets? In India, the soft drink industry is suffering greatly due to lack of capacity and infrastructure. Additionally, most of the retailers sell a drink for anywhere for Rs.12, thus making it expensive for the customers, as compared to their purchasing power. Most of the people in India are below the poverty line. However, soft drink giants are
But the soft drink market in India has been undergoing tremendous changes since the liberalization of the economy. The industry is growing at a rate of 20% per annum. The arrival of the big giants has caused a phenomenal change in the industry. The face of the soft drink industry is expected to thoroughly change in the coming years.
3.2 HISTORY OF SOFT DRINKS :

Soft drinks can trace their history back to the mineral water found in natural springs. Bathing in natural springs has long been considered a healthy thing to do and mineral water was said to have curative powers. Scientists soon discovered that gas carbonium or carbon dioxide was behind the bubbles in natural mineral water. The first marketed soft drinks (non-carbonated) appeared in the 17th century, they were made
A Case study on Consumer Satisfaction towards coco-cola from water and lemon juice sweetened with honey. In 1676, the Compagnie de Limonadiers of Paris were granted a monopoly for the sale of lemonade soft drinks. Vendors would carry tanks of lemonade on their backs and dispensed cups of drink to thirsty Parisians.
In 1767, the first drinkable man-made glass of carbonated water was created by Englishmen Doctor Joseph Priestley. Three years later, Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by sulphuric acid. Bergman's apparatus allowed imitation mineral water to be produced in large quantities.
In 1810, the first United States patent was issued for the "means of mass manufacture of imitation mineral waters" to Simons and Rundell of Charleston, South Carolina. However, carbonated beverages did not achieve great popularity in America until 1832; First, John Mathews invented his apparatus for making carbonated water, and then he mass-manufactured his apparatus for sale which gained great popularity.
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Time line of soft drinks industry : 1798: The term "soda water" first coined. 1810: First U.S. patent issued for the manufacture of imitation mineral waters. 1819: The "soda fountain" patented by Samuel Fahnestock. 1835: The first bottled soda water in the U.S. 1850: A manual hand & foot operated filling & corking device, first used for bottling soda water. 1874: The first ice-cream soda sold. 1876: Root beer mass produced for public sale. 1881: The first cola-flavored beverage introduced. 1885: Charles Aderton invented "Dr Pepper" in Waco, Texas. 1886: Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia. 1892: William Painter invented the crown bottle cap. 1898: "Pepsi-Cola" was invented by Caleb Bradham. 1899: The first patent issued for a glass blowing machine, used to produce glass bottles. 1913: Gas motored trucks replaced horse drawn carriages as delivery vehicles. 1919: The American Bottlers of Carbonated Beverages formed. 1920: The U.S. Census reported that more than 5,000 bottlers now exist. Early 1920's the first automatic vending machines dispensed sodas into cups. 1923: Six-pack soft drink cartons called "Hom-Paks" created.
A Case study on Consumer Satisfaction towards coco-cola 1929: The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime Sodas" later called "7 Up". Invented by Charles Leiper Grigg. 1934: Applied color labels first used on soft drink bottles, the coloring was baked on the face of the bottle. 1952: The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold by Kirsch. 1957: The first aluminum cans used. 1959: The first diet cola sold. 1962: The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh, PA. The pull-ring tab was invented by Alcoa. 1968: The Schlitz Brewing Company introduced the "Pop Top" beer can to the nation in March, invented by Ennal Fraze of Kettering, Ohio. 1972: Soft drinks in cans dispensed from vending machines. 1975: The resalable top invented. 1976: The American Bottlers of Carbonated Beverages renamed The National Soft Drink Association. 1982: Plastic bottles are used for soft drinks. 1983: The PET (Polyethylene Terephthalate) bottle created. 1989: The stay-on tab invented. Introduced by the Falls City Brewing Company of Louisville, KY. 1994: Mello Yello soft drink is introduced by the Coca-Cola Company as competition against Mountain Dew. 2001: The "talking" vending machine invented.
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3.3 COMPANY PROFILE :

Columbus, Georgia druggist John Stith Pemberton invented a cocawine called Pemberton's French Wine Coca in 1885, although it was originally meant to be a headache medicine. The same year, when Atlanta and Fulton County passed prohibition legislation, Pemberton began to develop a non-alcoholic version of the French Wine Coca. His book keeper (and later lead Marketer), Frank Robinson, coined the name Coca-Cola, because it included the stimulant cocaine and was flavored using kola nuts, a source of caffeine. Pemberton called for 5 ounces (140 grams) of coca leaf per gallon of syrup. The first sales were made at Jacob's Pharmacy in Atlanta, Georgia, on May 7th, 1886, and for the first eight months only an average of nine drinks were sold each day. Pemberton ran the first advertisement for the beverage on May 29th that year in the Atlanta Journal. Coca-Cola was initially sold as a patent medicine for five cents a glass. Pemberton claimed Coca-Cola cured myriad diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence.
In 1887, Pemberton sold a stake in his company to Asa Griggs Candler, who incorporated it as the Coca Cola Corporation in 1888. In the same year, Pemberton sold the rights a second time to three more businessmen: J.C. Mayfield, A.O. Murphey, and E.H. Bloodworth.
A Case study on Consumer Satisfaction towards coco-cola Meanwhile, Pemberton's son Charley Pemberton began selling his own version of the product. Three versions of Coca-Cola sold by three separate businesses were in the market.
Under Candler and Woodruff : 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 the late 1888, in order to force his two competitors out of business. Candler apparently 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. In 1910, Candler had the earliest records of the company burned, further obscuring its legal origins. Regardless, Candler began aggressively marketing the product the efficiency of this concerted advertising campaign would not be realized until much later. Candler pioneered several promotional techniques, such as the distribution of vouchers for free glasses of Coca-Cola, and advertising through media, varying from soda fountain urns to wall murals.
Coca-Cola was sold in bottles for the first time on March 12th, 1894. 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 of six-ounce (170-gram) Hutchinson bottles manufactured by Biedenharn and sealed with a rubber gasket. Reportedly leaky, they were soon replaced with "crown top" bottles with
A Case study on Consumer Satisfaction towards coco-cola straight sides, and sealed with a metal cap; variants of this design remain in use today. The distinctive "hobble-skirt" bottle design now associated with Coca-Cola was introduced in 1915. Initially, Candler was tentative about bottling the drink, but the two entrepreneurs who proposed the idea were so persuasive that Candler signed a contract giving them control of the procedure. 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 in effect, becoming parent bottlers. This meant that Coca-Cola was originally sold in a wide variety of bottles, until the introduction of the iconic, standardized "hobble-skirt" bottle in 1916. After the advent of bottling, the company began taking advertising even more seriously than it had before, hiring William D'Arcy, whose creations set the tone for Coca-Cola advertising that his successors would follow. D'Arcy associated Coca-Cola with typical everyday scenes of people going about their daily business; his personal view was that "Coca-Cola advertising should create scenes that drew people in and made them part of the pleasant interludes of everyday life". Instead of targeting particular population segments, D'Arcy attempted to appeal to as broad a class of people as possible, with advertising copy such as "all classes, ages and sexes drink Coca-Cola". After Candler, the next executive to have a major impact on Coca-Cola's future was Robert Woodruff, who focused on expanding the scope of the business to the rest of the US. A noted workaholic, Woodruff continued to have a major influence on the business long after his retirement until his death in the 1980s. Woodruff inherited leadership of the company from his father, Ernest Woodruff, who had successfully led a campaign to takeover the company from Candler in 1919. Woodruff became President of the Coca-Cola Company four years later. Emphasizing quality in the production of Coca-Cola, he initiated a "Quality Drink" campaign aimed at properly training those who served Coca-Cola at soda fountain outlets. Woodruff was also influential in establishing quality standards for the bottled
A Case study on Consumer Satisfaction towards coco-cola version of Coca-Cola, which he thought had great potential. Looking beyond the United States, he set up a foreign department of the company in 1926, and began opening manufacturing plants in various European and Central American countries. It was Woodruff who assumed responsibility for designing Coca-Cola's foreign advertising campaigns, affixing the company logo to racing dog sleds in Canada and Spanish bullfighting arenas. He also introduced some new forms of distributing Coca-Cola, such as the six-pack carton, which made bulk purchases of Coca-Cola substantially easier. In 1929, the onset of the Great Depression led to fears that sales might be depressed for the year. However, an advertising campaign spearheaded with the slogan "the pause that refreshes" led per capita consumption of Coca-Cola to actually double. That same year, sales of bottled Coca-Cola overtook those of Coca-Cola sold at soda fountains for the first time. Throughout the Great Depression, Coca-Cola advertising continued to be upbeat, despite the bleak economic outlook; a 1935 advertisement depicted a man nonchalantly smiling on his way to work, presenting an idealised view of American life at the time. The proliferation of Coca-Cola and a newcomer to the soft drink market, Pepsi, during this period led to a decline in the sales of Moxie, which had outsold Coca-Cola as recently as 1920, and continued to rival Coca-Cola's dominance of the American market. The decision of its manufacturer to cut back on advertising expenditure led to Moxie's eventual marginalization in the United States. The Great Depression, however, also saw a setback for Coca-Cola with the arrival of a new competitor Pepsi; by offering twelve-ounce bottles for the same price (five cents) as Coca-Cola's six-ounce bottles, as well as a musical jingle in its advertising campaign, PepsiCo succeeded in becoming a challenger to Coca-Cola's dominance of the American market, with its profits doubling from 1936 to 1938.
Growth Drivers :
Product and package innovation Non-carbonated beverage and food expansion Growing product availability through cold drink equipment placement and outlet expansion. Improved customer service and in-market activation
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A Case study on Consumer Satisfaction towards coco-cola Revenue management and cost discipline
People :
At COCA COLA people are their business. It foster an open and inclusive environment in which their people can strive to always look for a better way. They actively promote diversity and equality in their workplace. They know their people work hard and, as they move forward, they are putting measures in placed to encourage a healthy work-life balance for their employees. They are committed to providing and maintaining a safe and healthy workplace for all employees, suppliers, contractors and visitors. They constructively deal with their people in good faith, while respecting their relationships with their people and/or any representatives they may choose. These commitments not only meet all legal requirements and national standards in the countries in which they do business, but also cultivate a highly motivated, productive and committed workforce that drives their business success.
Work-life balance :
COCA-COLA recognizes that their employees are constantly juggling commitments from their home, work and personal lives. At different times in an employees career they may need greater work flexibility and they aim to assist them in achieving a healthy work-life balance. They provide a number of employee benefits including flexible working
arrangements through their Flexible Work Options Policy, such as job sharing and parttime work, volunteer services leave, and paid parental and adoption leave. In 2006, in recognition of the fact that their employees may wish to take more than their usual annual leave entitlement, they introduced Annual Leave Salary Sacrifice Plan, whereby employees are able to purchase additional annual leave.
Learning and Development :

COCA-COLA employs quality people and develops them for current and future roles within a climate of continual learning. They provide appropriate and meaningful learning opportunities so that their employees can perform at their maximum potential and develop personally and professionally. They believe that a productive learning and development environment can be achieved through the consistent application of these basic steps: Incorporating Learning and Development into Functional Business Plans. Ensuring access and equity in the provision for and conduct of training and assessment opportunities via their individual development plans for employees. Educating employees about learning and development opportunities.
Providing performance management materials on their intranet.
Remuneration :
COCA-COLA believes in paying competitively within each market in which they operate. They hold each other accountable for performance and reward employees commensurate with their performance. Their remuneration and benefits are reviewed regularly to ensure they are fair and in line with the current market.
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Equal Employment Opportunity and Diversity

At COCA-COLA, they value diversity. They believe in equal opportunity employment and foster a work environment which is inclusive and allows all employees to develop both personally and professionally. They are committed to providing a safe and harmonious work environment free from harassment and discrimination and in line with legislative requirements. Our Working Together Policy outlines this commitment. In addition, there are a number of procedures and initiatives in place that ensure they fulfil their commitment to being an equal opportunity employer. Initiatives, such, increasing the number of women in their workplace ensure that they continue to improve in this area.
Occupational Health and Safety (OH&S) :

The occupational health, safety and welfare of all employees are of primary concern to Coca-Colas management. They are dedicated to the provision of a healthy and safe workplace. They acknowledge that OH&S is the responsibility of management and every employee, and they recognize the importance of leading and promoting the highest principles and practices to ensure health and safety across their operations. This is evident through their health and safety philosophy : All accidents, incidents and occupational illnesses are preventable. All managers are accountable for the management of health and safety, injury management and workers compensation.
Executive management has direct involvement in the OH&S Management System and Workers Compensation System.
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A Case study on Consumer Satisfaction towards coco-cola Occupational health and safety is a condition of employment and all employees are responsible for complying with legislative and company OH&S requirements.
Training is a critical component of the OH&S, compensation and injury programs.
Safety audits and inspections are carried out by all organization levels.
All hazards and deficiencies shall be corrected promptly.
Off-the-job health and safety is an important part of the health and safety effort.
3.4 INDIAN SCENARIO OF SOFT DRINKS INDUSTRY :

According to government estimates, soft drinks marketed in India were 6540 million bottles in March 2001. The market growth rate, which was around 2-3% in '80s, increased to 5-6% in the early '90s and is presently 7-8% per annum. Most of the sales of soft drinks takes place during summers while just 5-6% of total sales takes place in winters. In summers, the high season lasts for 70-75 days, which contributes more than 50% of the yearly sales. In terms of regional distribution cola drinks have main markets in cities and northern states of UP, Punjab, Haryana etc.
Orange flavored drinks and sodas are popular in southern states. Western markets have preference towards mango-flavored
A Case study on Consumer Satisfaction towards coco-cola drinks. Non-alcoholic beverage market can be divided into fruit drinks and soft drinks. Soft drinks available in glass, bottles, aluminum cans, PET bottles or disposable containers can be divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks which includes mango drinks. Soft drinks can also be divided into cola products and non-cola products. Cola products in Indian include brands like Pepsi Cola, Diet Pepsi, Coca- Cola, Diet Coca-Cola, and Thumps up. Cola drinks account for nearly 61-62% of the total soft drinks market in India. Non-Cola products account for 36% of the total soft drink market.
How Coco-cola Entered India : Coca-Cola was forced to leave India in 1977, and Fernandez had personally cited this to Cola in his letter when coke was toying around the idea to enter India. It was upto coco-cola to offer a very good package to the Indian government. The promises that coco-cola made played a central role in bringing about an agricultural revolution and employment in the state of Punjab (This was a wonderful offer, given the political/social unrest in Punjab during 1980s).
Focus on food and agro-processing; only 25% of the investment would be for soft drinks business.
Boost the image of Indian products in foreign markets.
Creation of 50,000 jobs in India.
Finally, in 1988, it entered India, as a 'Lehar Pepsi' brand (remember that funny sketch comes for 7-up these days?) Pepsi's entry into India was even noted by marketing gurus like Philip Kotler, who said, that Pepsi, apart from using the 4Ps, also used politics
A Case study on Consumer Satisfaction towards coco-cola and Public Opinion in the process. But, did Pepsi keep all its promises? It didnt, and thankfully, India liberalized, and Pepsi was partly saved. But, Pepsi had done good things for this country. It brought about an amazing increase in tomato production, through contract farming. It also offered its contract farmers with advanced equipments free of cost. It also setup an agro-based research center in Punjab and Karnataka.
Whether Pepsi kept its promise or not, whether the 'pesti'-factor is true or not, it is a matter of no concern as far as the scope of this survey is concern. What is to be seen in the case of 'Pepsi's entry is the way in which it was executed - a strategic coordination of economic, psychological, political and public relations skills to gain the cooperation of a number of parties in order to enter India. In short, we call it in marketing jargon as Mega Marketing!
3.5 PRODUCT PROFILE :

Over the years Coca-Cola has gone through a series of Presidents and CEOs. These men include Herbert Barnet, Donald M. Kendall, Vic Bonomo, John Sculley, Roger Enrico, and Craig Weatherup with each of these men helping coco-cola grow by leaps and bounds. The rest of this profile could go into the contributions of each of these men.
A Case study on Consumer Satisfaction towards coco-cola Coco-Cola has achieved huge success as a soft drink. However, this was a two sided coin in that Coco-Cola was also seen as a cheap soda. Coco-cola had to change this perception, and to do so they switched their marketing strategy. Starting in 1958 coco-cola began to lose its reputation as a bargain soda, and instead started becoming a soda that was preferred by fashionable young adults. By the mid 1960's the United States was full of teenagers that had been born shortly after World War II. They were the "Baby Boomers" and they were also the "coco-cola Generation." Coco-cola also continued to keep its product from becoming old fashioned by occasionally making small changes in packaging throughout the years. They updated their logo, they replaced the straight sided bottle with the "Swirl" bottle, and also moved from the 12 ounce bottle to a 16 ounce bottle. Coco-cola also started providing other lines of products. They introduced Teem (a lemon/lime based soda). They purchased and went national with Mountain Dew, and also introduced Slice, and started offering a diet version of coco-cola as well. However, one of the biggest changes to occur to coco-cola happened in 1965 when they merged with Frito-Lay and became PepsiCo, Incorporated. In 1975 coco-cola introduced the coco-cola Challenge. This was a marketing campaign where they set up a blind tasting between their product and that of their archrival Coca-Cola. During these blind taste tests, majority of the participants picked cococola as the better tasting of the two soft drinks. Over the next several years coco-cola went on to expand this " coco-cola Challenge" throughout the nation. They also started designing television commercials that reported the results of these tests to the public at large. coco-cola also continued to invest heavily in advertising and started using celebrities such as Michael Jackson, Tina Turner, Michael J. Fox, Joe Montana, Dan Marino, Vice Presidential contender Gealdine Ferraro, and many others to help them market to the
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A Case study on Consumer Satisfaction towards coco-cola "New Generation." It wasn't long before coco-cola became the number one soft drink sold in American supermarkets and they were closing in on becoming the most popular soft drink sold in the nation. The coco-cola Challenge and the coco-cola advertising blitz were clearly having an effect with more and more people switching from Pepsi to Coca-Cola. As a result other soft drink company made the decision to change their formula to taste more like coco-cola. Of course, coco-cola took advantage of this situation and really had a field day making fun of other soft drink companies. The president of Pepsi, Roger Enrico, gave his employees a day off by declaring a holiday to celebrate the day they won the cola wars. Television commercials, full page ads in major newspapers, and lots of comedians all on their own, took their shots as well. There was such uproar to this formula change that within a couple of months Coca-Cola had brought back the original Coca-Cola. After switching back to their original formula, Coca-Cola and Pepsi continued to battle it out for supremacy in the cola wars. coco-cola continued to make some great commercials. They featured famous personalities such as Ray Charles, Shaquille O'Neal and others. coco-cola also moved into other beverage categories by working out deals with Lipton, Ocean Spray, and Starbucks. coco-cola has continued to expand globally throughout the years until practically every nation on the face of the earth either has a bottling plant of their own, or can at least buy a bottle of Pepsi. By 1993, Coke-Cola profits had surpassed $1 billion, and in 1998 Coco-cola celebrated its 100th anniversary.
Carbonated Soft Drinks and Functional beverages :

Coca-Cola manufactures and distributes a range of carbonated soft drinks and functional beverages. Many of the brands are trademarks of The Coca-Cola Company such as Lift, Sprite, Fanta and Powerade. It also controls a portfolio of its own beverages including Kirks and Deep Spring.
Health and Wellbeing :

A Case study on Consumer Satisfaction towards coco-cola In recent years Coca-Cola Company has become a broader beverage company, offering different solutions for different drinking occasions. Water,Juice and low calorie CSD's are increasingly becoming the growth categories of its business. In 2004 Coca-Cola Company acquired SPC Ardmona. This acquisition moved into the food manufacturing and distributing business.
Some of Coca-Cola Beverage Brands:

Coca-Cola Sprite Thumps Up Fanta Maaza Finley water
COMPETATORS OF COCA COLA: Pepsi Slice 7up Aquafina Mountain Dew Other beverages
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PRODUCTS OF COCA-COLA :
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CHAPTER - IV
4.1 INTRODUCTION :
The term Consumer refers to a person who buys goods or services for his personal or household use and not for resale. Consumer behaviour is that behaviour exhibited by consumers in planning, purchasing and using economic goods and services for the satisfaction of their wants. Prof. Paul G. W and Prof. Walter C. G define Consumer behaviour is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services. Buying behaviour is a process where potential customers are subjected to various stimuli. The customer is regarded as a Black box as we cannot see what is going on his mind. He responds to the stimuli or inputs and may purchase some product or service of interest to the marketing management.
4.2 MODEL OF BUYER BEHAVIOUR :

The model of buyer behaviour is stimulus-response model. Response may be decision to purchase or not purchase. Under the systems view of buyer behaviour, we have : 1. Inputs. 2. Processing.
A Case study on Consumer Satisfaction towards coco-cola 3. Outputs. 4. Feedback loop.
Since, the buyer behavior is the corner stone of the marketing strategy, manager should be aware of different models or theories which determine the buyer behaviour. 4.3 DETERMINANTS OR MODELS OF CONSUMER BEHAVIOUR : The following are the important determinants or models of consumer behavior :
1. Economic model. 2. Psychological model. 3. Socio-cultural model. 4. Organizational model. 5. Government regulation.
4.4 TYPES OF CUSTOMERS :

The marketing manager should have the knowledge of various types of customers their attitudes and behavior and ability to recognise and handle them. A sales man must be aware of all customers are not like men many minds. Each customer has his own personality and his psychological make-up.
There is no ready-made formula to describe the type of customers. However the following are the important types of customers : 1. Impulsive customers. 2. Silent customers. 3. Talkative customers. 4. Argumentative customers. 5. Nervous customers. 6. Snobbish customer. 7. Deliberate customer.
A Case study on Consumer Satisfaction towards coco-cola 8. Price minded customer. 9. Suspicious customers. 10. Undecided customers.
11. Group shopper. 12. Industrial buyers. 13. Friendly customers.
4.5 BUYING PROCESS OF CONSUMER :

Consumer behaviour is a process involving a series of related and sequential stages or activities. The process begins with the discovery and recognition of an unsatisfied need or want. It becomes a drive. Consumers begins a search for information, followed by evaluation of alternatives and a purchase decision. Then we have a period of post purchase behaviour during which the consumer evaluates the purchase and the satisfaction it is or is not delivering. Let us now describe briefly the five steps in the purchase decision process.
1. Perceived want or Desire : Buying process begins when a person begins to feel
that a certain need or desire has arisen and ti has to be satisfied. Needs may be ignited by internal stimulus or some external stimulus called a sign or cue. The intensity of want will indicate the speed with which a person will move to fulfill the unsatisfied want. Communication-mix not only triggers true needs and desires of customers but also offers attractive cues or selling points in the buying process.
2. Information search : aroused needs can be satisfied promptly when the desired
product is not only known but also easily available. Consumer can tap many sources of information, e.g. family, friends, neighbors, opinion leaders, and acquaintances. Marketers also provide relevant information through salesmen, advertise, dealers, packaging, sales promotion, and window display. We have also mass media like newspapers, radio, television.
3. Evaluation of Alternatives : Available information can be employed to evaluate
the alternatives. This is the critical stage in the process of buying, particularly costly durable goods .
4. Purchase Decision : while the consumer is evaluating the alternatives, she/he will develop some likes and dislikes about the alternative brands. This attitude towards brands influences her/his intention to buy. 5. Post Purchase Experience and Behaviour : The brand purchase and the product
use provides feedback of information regarding attitudes. If the level of satisfaction derived is as per expectations, it will create brand preference influencing future purchase. But if the purchase brand does not yield desired satisfaction negative feelings will occur and this will create anxiety and doubts. This phenomenon is called cognitive dissonance. the consumer will wonder whether he/she would have been better off by buying a kelvinator refrigerator. The greater the importance of your purchase decision and more the attractiveness of your refected alternative, the higher will be the degree of dissatisfaction or dissonance.
4.6 MARKETING STRATEGY OF COCO-COLA SOFT DRINKS :

Product Mix : Coco-cola Company manufactures and markets, a wide arrange of products such as Slice, Sprite, Maza, and Thumsup, which include Mineral and Heavy Flavor Coating for maintenance purpose. Coco-cola soft drink provide wide range of color and quantity and different kinds of surface. All the Flavor are
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A Case study on Consumer Satisfaction towards coco-cola created by Coke company. They Manufacture the product according to the Indian Taste.
Distribution Mix : In Karnataka, the distribution network of the company consists of 56 sales offices and 16 Regional Distribution centers each with its own warehouse distributing products to cater over 15,000 retail outlets and Resorts users spread across the country. In every place where there is a population of around 20,000 there is an coco-cola product dealer. There is no middle men or sub stockiest. When an order placed to the company the company distributes the goods to the dealer directly from its own godown. As there are no middle men, the service is fast. It reaches to the end user i.e., the consumers in a very short time. In Chitradurga the company has got 6 dealers.
Promotion Mix :
The company promotes the products through advertisement in Television, magazines etc. The ads are created bearing in mind, the culture, people, area etc. The ads are seasonal in nature. The advertisers for coco-cola product is O and M (Oglive and Mother). Most of the ads are created on the basis of the family as the members of the family and taste of the students who decides the taste according to them.
Price Mix :
The prices of the products of the company are on par when compared with the other companies in the organized sector.
4.7 MARKET RESEARCH :

Coca-Cola's most senior executives commissioned a secret effort named "Project Kansas," headed by marketing vice president Sergio Zyman and Brian Dyson, president of Coca-Cola USA, to test and perfect the new flavor for Coke itself. It took its name from a famous photo of that state's renowned journalist William Allen White drinking a
A Case study on Consumer Satisfaction towards coco-cola Coke that had been used extensively in its advertising and hung on several executives' walls. The company's marketing department again went out into the field, this time armed with samples of the possible new drink for taste tests, focus groups, and surveys. The results of that were strong the high fructose corn syrup mixture overwhelmingly beat both regular Coke and Pepsi. Then tasters were asked if they would buy and drink it if it were Coca-Cola. Most said yes, they would, although it would take some getting used to. A small minority, about 10-12%, felt angry and alienated at the very thought, saying that they might stop drinking Coke altogether. Their presence in focus groups tended to skew results in a more negative direction as they exerted indirect peer pressure on other participants. The surveys, which were given more significance by standard marketing procedures of the era, were less negative and were key in convincing management to move forward with a change in the formula for 1985, to coincide with the drink's centenary. But the focus groups had provided a clue as to how the change would play out in a public context, a data point that the company downplayed but which was to prove important later. Management also considered, but quickly rejected, an idea to simply make and sell the new flavor as yet another Coke variety. The company's bottlers were already complaining about absorbing other recent additions into the product line in the wake of Diet Coke. Many of them had sued over the company's syrup pricing policies. A new variety of Coke in competition with the main variety could, if successful, also dilute Cokes existing sales and increase the proportion of Pepsi drinkers relative to Coke drinkers. Early in his career with Coca-Cola, Goizueta had been in charge of the company's Bahamian subsidiary. In that capacity, he had improved sales by tweaking the drink's flavor slightly, so he was receptive to the idea that changes to the taste of Coke could lead to increased profits. He believed it would be "New Coke or no Coke", and the change must take place openly. He insisted that the containers carry the "NEW!" label, which gave the drink its popular name. Goizueta also made a visit to his mentor and predecessor as the company's chief executive, the ailing Robert W. Woodruff, who had built Coke into an international brand
A Case study on Consumer Satisfaction towards coco-cola following World War II. He claimed he had secured Woodruff's blessing for the reformulation, but even many of Goizueta's closest friends within the company doubt that Woodruff truly understood what Goizueta intended. Goizueta always said he had.
CHAPTER V CHITRADURGA DISTRICT PROFILE

5.1 INTRODUCTION :
Chitradurga District, covering an expanse of 8,440 sq. km derives its nomenclature from Chitrakaldurga, which is an etymological representation of an umbrella-shaped lofty hill located in the district. The district lies in the heart of the Vedavati River vally and finds mention in the chronicles of the epic Ramayana and the
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A Case study on Consumer Satisfaction towards coco-cola Mahabharata. Tumkur, Chikmagalur, Davanagere and Bellary District of Karnataka and Anantapur District of Andhra Pradesh state form Chitradurga's geographic barriers. With a population size of 1,517,896, Chitradurga has a distinctly agrarian economy complemented by a strong industrial owing to its rich mineral deposits. backbone The district opens up a Pandora's box of panoramic rhapsodies, cultural legacies and historic landmarks. Tourism is a core revenue-generating sector in Chitradurga with tourists flocking to: Chitradurga Kote Brahmagiri village Chandravalli Jogimatti Hill Station Neerthadi Vani Vilas Sagar Thamatakallu Doddahottrangappa Hill Halu Rameshwara
Chitradurga District Chitradurga district Location of Chitradurga district in Karnataka and India Country State Subdistrict
India Karnataka Chitradurga, Hiriyur, Hosdurga,
Molakalmuru, Challakere, Holalkere

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A Case study on Consumer Satisfaction towards coco-cola Headquarters Deputy Commissioner Population Time zone Codes[show] Pincode 577 ? Chitradurga Amlan Biswas IAS Predecessor Amar 1,517,896 IST (UTC+5:30)
Telephone ++ 91 (8194) Vehicle KA-16
5.2 The Famous Chitradurga Fort :

Chitradurga district is an administrative district of Karnataka state in southern India. The city of Chitradurga name from is the district an headquarters. Chitradurga gets its Chitrakaldurga, umbrella-shaped lofty hill found there. Tradition dates Chitradurga District to the period of the Ramayana and Mahabharata. The whole district lies in the valley of the Vedavati River, with the Tungabhadra River flowing in the northwest. During the British times it was named Chitaldrug. The district was practically ruled by all the well known dynasties that ruled Karnataka.
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5.3 Demographics :
The population was 1,517,896, of which 18.07% were urban as of 2001 comprising Kunchitiga Vokkaligas, Nayakas, Gollas (Yadavs), Kurubas, Madiga, Lingayats, and several other communities. Majority of the people in Chitradurga are Hindus with Muslims comprising about 9% of the population. Kannada is the most widely spoken language but Urdu and Telugu is also spoken near areas bordering Andhra Pradesh.
5.4 Geography :
The district is hilly, with lots of forts and villages. The district is bounded by Tumkur District to the southeast and south, Chikmagalur District to the southwest, Davanagere District to the west, Bellary District to the north, and Anantapur District of Andhra Pradesh state to the east. Davanagere District was formerly part of Chitradurga. The district is divided into taluks, namely Chitradurga, Hiriyur, Hosadurga, Holalkere, Challakere and Molakalmuru. It is rich in mineral deposits, including gold prospecting at Halekal, Kotemardi or Bedimaradi, etc., and open cast copper mines at Ingaldhal.
5.5 History and Legends :

Chitradurga features bold rock hills and picturesque valleys, huge towering boulders in unimaginable shapes. It is known as the "stone fortress" (Kallina Kote). The landscape looks much like a mischievous giant's playground, with boulders thrown around, forming silhouettes against the sky. According to a story in the Epic Mahabharatha, a man-eating giant named Hidimbasura lived on the Chitradurga hill and was a source of terror to everyone around. When the Pandavas came with their mother Kunti in the course of their exile, Bhima had a duel with Hidimba. Hidimba was slain by Bhima and peace returned to the area. Legend has it the boulders were part of the arsenal used during that duel. In fact, the boulders on which major part of the city rests belong to the oldest rock formation in the country.
A Case study on Consumer Satisfaction towards coco-cola Timmana Nayaka a chieften under the Vijayanagar empire rose to the rank of governor of Chitradurga as a reward for his excellence in military achievements, from the Vijayanagara ruler. This was the beginning of the rule of the Nayakas of Chitradurga. His son Obana Nayaka is known by the name Madakari Nayaka 1588 CE. Madakari Nayaka's son Kasturi Rangappa 1602 succeeded him and consolidated the kingdom to rule peacefully. As he had no heirs to succeed him, his adopted son, the apparent heir was enthroned but was killed in few months by the Dalavayis. Chikkanna Nayaka 1676, the brother of Madakari Nayaka II sat on the throne, and his brother succeeded him with the title Madakari Nayaka III in 1686. The unwillingness of Dalawayis to accept Madakari Nayaka III's rule gave an opportunity to one of their distant relatives, Bharamappa Nayaka to ascend the throne in 1689. He is known as dthe greatest of the Nayaka rulers. Somehow, the subjects of Chitradurga did not experience a good reign of the successive rulers as they ruled on the throne for very brief periods. The Hiri Madakari Nayaka IV 1721, Kasturi Rangappa Nayaka II 1748, Madakari Nayaka V 1758 ruled this area but there is not much to mention of their rule.
5.6 Obavvana Kindi (The crack), Chitradurga Fort :

During the reign of Madakari Nayaka, the city of Chitradurga was besieged by the troops of Hyder Ali. A chance sighting of a woman entering the Chitradurga fort through an opening in the rocks led to a clever plan by Hyder Ali to send his soldiers through the hole. The guard on duty near that hole had gone home for lunch and asked his wife to be on guard until he was back. The wife of that guard, Obavva while in her temporary seat, noticed soldiers emerging out of this opening. Obavva was not perturbed. She was carrying with her an Onake (a long wooden club meant for pounding paddy grains). She killed Hyder Ali's soldiers one by one as they attempted to enter the fort through the opening and quietly moved the dead. Over a short period of time hundreds of soldiers entered and fell, without raising any suspicion. Obavva's husband, upon his return from his lunch was shocked to see Obavva standing with a blood stained Onake and hundreds of dead bodies of the enemy around her. The opening in the rocks still remains as a historical witness for the story, beside the Tanniru doni a small water source which holds
A Case study on Consumer Satisfaction towards coco-cola cold water all round the year. Though her sincere and brave attempt saved the fort on that occasion, Madakari Nayaka could not repel Hyder Ali's attack in 1779. In the ensuing battle, the fort of Chitradurga was lost to Hyder Ali. Obavva, like Kittur Rani Chennamma remains a legend, especially to the woman of Karnataka.
5.7 The Fort :

Chitradurga Fort is renowned for its Kallina Kote / Ukinna kote / Elu Suttina kote which was built in parts by the Palegar Nayakas, Hyder Ali and Tipu Sultan. It comprises a series of seven enclosure walls in Kannada. Eighteen ancient temples can be found inside the fort. This seemingly impregnable fort has 19 gateways, 38 posterior entrances, a palace, a mosque, granaries, oil pits, four secret entrances and water tanks. The rulers of this fort built 2000 watch towers to guard and have a better look at enimies movement all the time.
5.8 Location :
Accessible by road, this fortress lies on the outskirts of what is Chitradurga today. City of Chitradurga is located at the junction of NH-4 (Bangalore-Pune National Highway) and NH-13 (Sollapur-Mangalore National Highway). Chitradurga is also accessible by train. There is a daily service to Bangalore and weekly services to Mumbai. Proposed link between Chitradurga and Tumkur can reduce the travel time to Bangalore by half.
5.9 Places to Visit :

Taralabalu Mata Sirigere Sirigere place from towards Chitradurga to Davanagere. Sirigere is situated on the Poona- Bangalore National Highway (NH4). It is at distance of 227 KM from Bangalore and is located between Chitradurga (27 KM), the District Head Quarters, and Davangere (50 KM). It can be easily recognized while travelling on the National Higway No.4 by the presence of an attractive arch on the western side. Sirigere is just 6 KM from this Arch. Chitradurga Kote is a fort that is one of a kind, as it is built on top of hill with stones. Chitra-durg gets its name because of this fort. "Chitra durga" means "picture perfect".
A Case study on Consumer Satisfaction towards coco-cola Ashoka Siddapura is an important archaeological site where emperor Ashoka's edits were found. Nearby is Ramagiri, a hillock that has mythical associations with the epic Ramayana. A temple dedicated to Rameshwara built in 926 CE. exists here. Brahmagiri village is the ancient site of Ishila, one of emperor Ashoka's provincial capitals. His earliest rock edicts in Brahmi script and Prakrit language (3rd c. BC) containing Kannada words were discovered here.
Chandravalli is an ancient archaeological site where painted pottery and coins from the Shatavahana empire and prehistoric times were discovered. The rock inscription of king Mayurasharma dated 450CE. discovered here gave historians much information about Karnataka's first Kannada kingdom. Hiriyur situated on the right bank of Vedavathi river is famous for its Therumalleshawara temple. The temple has impressive lofty gopura and the ceiling of the main hall is painted with scenes from the Shivapurana and Ramayana. Jogimatti Hill Station. Molakalmuru fortified town of the Kadambas. Neerthadi is famous for its Ranganathaswamy temple built in Vijayanagar style. Vani Vilas Sagar(also known as Mari Kanive)an artificial lake built by the Mysore Maharaja across the river Vedavathi. The reservoir has two mantapas built in saracenic style. Thamatekallu has ancient rock inscription and the oldest virgallu or hero stone inscription in Karnataka. Holalkere is well known for its 10th century Jain settlement and 9 ft. tall statue of Bala Ganapathi, a child form of Hindu god Ganapathi. Doddahottrangappa Hill has a Ranganathaswamy temple on top of a hillock which is a trekkers paradise.
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A Case study on Consumer Satisfaction towards coco-cola Halu Rameshwara near Hosadurga is well known for the temple & wells, the well has white coloured water (looks like milk) in it that's why the name 'Halu' Rameshwara.
5.10 MARKETING INFRASTRUCTURE :

Following are institution under Boards Corporation and development with adequate infrastructure facilities for marketing products of both artisan and real enterprises : 1. Karnataka State Khadi and Village Industries board through its 3 sales outlets in Chitradurga. 2. Karnataka Handloom Development Corporation through its 3 sales outlets in Chitradurga. 3. Karnataka leather Industries Development Corporation through is one sales outlet. 4. Karnataka Small Industries Marketing Corporation. 5. District supply and Marketing society [DSMS] with one show room for sales outlets.
CHAPTER VI
6.1 INTRODUCTION :
Summery means going into the depth of the responses and collecting inner expression for the purpose of knowing attitudes of the respondents about which the survey is conducted. The purpose of conducting the survey is the in-depth study of the attitudes of the members and problems faced by them while dealing with Consumers of the soft drinks in Chitradurga.
A Case study on Consumer Satisfaction towards coco-cola For the purpose of survey Questionnaires were prepared and were given to consumers. The entire area covered by the survey is classified into different parts and the members are given the format of questionnaires and are requested to fill it and return to us. The survey has been successfully carried out and the respondents are having close contact with the company. They have good and realistic answers to the questions.
With the help of the survey, The replay of the respondents are analysed as follows : TABLE 1
The table showing the Age level of the customers who drink soft drink :
Sl No. 1 2
Years 0-10 10-20
No. of Respondents 18 33
Percentage [ %] 18 33
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3 4
20-40 40 & above Total
41 08 100
41 08 100
With the help of the above table the diagram shows the level of respondents according to Age groups :
with the help of the above diagram it is clear that the 18% of the respondents are below 10 years age level, 33% of the respondents are of 10-20 years age level, 41% of the respondents are of between 20-40 years age level and the remaining 8% of the respondents are above the 40 years age group.
TABLE 2
The table showing on the basis of occupation of the customers who drink soft drink :
Sl No. 1 2 3
Occupation
Students Business People Others
No. of Respondents 50 20 30 100
Percentage [ %] 50 20 30 100
Total
With the help of the above table the diagram shows the level of respondents according to their Occupation :
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A Case study on Consumer Satisfaction towards coco-cola with the help of the above diagram it is clear that the 50% of the respondents are Students, 20% of the respondents are Business People, 30% of the respondents are of Other category people like house wife.
TABLE 3
The table showing the number of soft drinkers according to Sex :
Sl No. 1 2
Sex
Male Female
No. of Respondents 62 38 100
Percentage [ %] 62 38 100
Total
With the help of the above table the diagram shows the level of respondents according to the sex :
with the help of the above diagram it is clear that the 62% of the Male respondents drink soft drinks, 32% of the Female respondents drink soft drink. It is clear that the Males are more than female to prefer to drink soft drinks.
TABLE 4
The table showing the number of soft drinkers according to Brand :
Sl No.
Brand
No. of Respondents
Percentage [ %]
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1 2 3 4
Pepsi Coco-cola Slice Mountain due
26 42 20 12 100
26 42 20 12 100
Total
With the help of the above table the diagram shows the level of respondents according to the sex :
with the help of the above diagram it is clear that the 26% of the respondents prefer to drink Pepsi, 42% of the respondents Prefer to drink Coco-cola, 20% of the respondents prefer to drink Slice and remaining 12% of the respondents prefer to drink Mountain due.
TABLE 5
The table showing the number of soft drinkers according to their reason to prefer coco-cola :
Sl No. 1 2 3 4
Reasons
Taste Availability Price Good to health
No. of Respondents 46 12 22 20 100
Percentage [ %] 46 12 22 20 100
Total
Page 50
A Case study on Consumer Satisfaction towards coco-cola With the help of the above table the diagram shows the level of respondents according to the sex :
with the help of the above diagram it is clear that the 46% of the respondents prefer to drink coco-cola because of its Taste, 12% of the respondents Prefer to drink Coco-cola because of its availability, 22% of the respondents prefer to drink coco-cola because the price of coco-cola is low when compare to other soft drink.
TABLE 6
The table showing the number of soft drinkers according to their reason to prefer coco-cola :
Sl No. 1 2 3 4
Opinion
Best Good Average Bad
No. of Respondents 56 17 27 00 100
Percentage [ %] 56 17 27 00 100
Total
With the help of the above table the diagram shows the level of respondents according to the Opinion :
with the help of the above diagram it is clear that the 56% of the respondents satisfied with the Taste of the coco-cola, 17% of the respondents their good opinion about Cococola , 27% of the respondents the average satisfaction about the coco-cola soft drink.
TABLE 7
The table showing the number of respondents according to their satisfaction towards coco-cola :
Sl No. 1 2
Satisfaction
Yes No
No. of Respondents 86 14 100
Percentage [ %] 86 14 100
Total
With the help of the above table the diagram shows the level of respondents according to their Satisfaction :
with the help of the above diagram it is clear that the 86% of the respondents satisfied with the coco-cola soft drink, 14% of the respondents not satisfied because of the price is high and it is more strong to drink.
TABLE 8
The table showing the number of respondents prefer to drink according to the season :
Sl No. 1
Season
Summer
No. of Respondents 60
Percentage [ %] 60
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2 3 4
Winter Rainy In All season
12 08 20 100
12 08 20 100
Total
With the help of the above table the diagram shows the level of respondents according to the season :
with the help of the above diagram it is clear that the 60% of the respondents use to drink coco-cola soft drink in summer season, 12% of the respondents use to drink soft drink in winter season, 08% of the respondents are use to drink soft drink in Rain season also, and the remaining 20% of the respondents use to drink soft drink in all seasons.
CHAPTER VII
7.1 SUMMARY OF FINDINGS :
1. It was found that many number of the customers were from between the age level
of 20-40 years.
2. It was also found that the majority of the coco-cola drinkers are Male.
3. It was also analyzed that the majority of the soft drinkers prefer to drink coco-cola
soft drink.
4. We also find that the most of the Best opinion about the coco-cola drink.
5. In this survey the 86% of the respondents satisfied with the coco-cola drink.
A Case study on Consumer Satisfaction towards coco-cola 6. With the help of the above survey it is clear that people will drink the coco-cola soft drink in all seasons.
7. We also find that the fast moving product is coco-cola Brand only.
7.2 SUGGESTIONS :
1. The price of the product is very high for the low class people. 2. In order to maintain the Turnover many of the manufacturer decrease their quality, by this product demand will be decrease, maintain quality. 3. By decreasing the Price level the product will be sell more. 4. Improve the Advertising technique by adding the film stars, because many of the people buy the product on the basis of their favorite film stars. 5. By increasing the offers the people will prefer more to buy this product only.
7.3 CONCLUSION :
Page 54

1. With the help of the survey we came to conclude that the majority of the soft
drinkers were students.

2. The Male people drink coco-cola when compared to Female. 3. The turnover of the coco-cola product is more high with other than others.
4. 5.
The people will prefer to drink the coco-cola product because of the Good Taste, availability, and good price to buy. The people will drink the soft drink during all the seasons also. and gift hampers.
6. The company also provide the many good offers to the consumers in price level 7. The quality of the coco-cola product is very good because of this the old aged people use to drink the coco-cola.
QUESTIONNAIRE
Dear Sir / Madam, I am Lokesh. R. a student of SRS College Chitradurga. Studying in Final Year B.B.M. as a part of my Academic curriculum, I have under taken the project work on Consumer Satisfaction towards Coco-cola soft drink, with special reference to Manjusree Marketing, a case study in Chitradurga city. I request you to kindly answer the following questions as accurately as possible.
Thanking you,
Yours faithfully,
Lokesh.
*QUESTIONNAIRES*
1. Name 2. Age a) below 10 years c) 20 to 40 years 3. Occupations a) Students c) Others 4. Sex a) Male : [ ] b) Female [ ] : [ [ ] ] b) Business People [ ] : : [ [ ] ] b) 15 to 20 years d) above 40 years [ [ ] ]
5. Would you like to drink soft drink ? a) Yes [ ] b) No [ ]
6. Which Brand you Prefer most to drink? a) Pepsi c) Slice [ [ ] ] b) Coco-cola d) Mountain due [ [ ] ]
7. What make you to prefer the Coco-cola brand ? a) Taste c) Price

[ [
] ]
b) Availability d) Good to health
[ [
] ]
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A Case study on Consumer Satisfaction towards coco-cola 8. Opinion about coco-cola product. a) Best c) Average [ [ ] ] b) Good d) Bad [ [ ] ]
9. Are you satisfied with the price level of coco-cola product. a) Yes [ ] b) No [ ]
10. In which season you prefer to drink soft drink. a) Summer c) Rainy [ [ ] ] b) Winter d) In all season [ [ ] ]
BIBLIOGRAPHY
Books for Reference
Marketing Management
Philip Kotler Sherlekar M.N. Mishra

Page 57
A Case study on Consumer Satisfaction towards coco-cola Magazine. Advertisement Broachers. Websites. Dr. C.R. Kothari
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A Case study on Consumer Satisfaction towards coco-cola

SRS College, Chitradurga

1.2 OBJECTIVES OF THE STUDY :

1.3 SCOPE OF THE STUDY :

A Case study on Consumer Satisfaction towards coco-cola

1.5 LIMITATIONS OF THE STUDY :

1.6 CHAPTER SCHEME :

SRS College, Chitradurga

A Case study on Consumer Satisfaction towards coco-cola ANNEXTURES : Questioners. Bibliography.

SRS College, Chitradurga

2.3 IMPORTANCE OF MARKETING :

SRS College, Chitradurga

3. Marketing is the guiding element of business : In the past marketing was

SRS College, Chitradurga

A Case study on Consumer Satisfaction towards coco-cola

Marketing essentially a process of

2.5 ROLE OF MARKETING IN ECONOMIC DEVELOPMENT :

SRS College, Chitradurga

2.6 BENEFITS TO THE SOCIETY :

2. Employment and Income : Marketing is essential for providing increasing

SRS College, Chitradurga

3.2 HISTORY OF SOFT DRINKS :

SRS College, Chitradurga

A Case study on Consumer Satisfaction towards coco-cola

SRS College, Chitradurga

A Case study on Consumer Satisfaction towards coco-cola

3.3 COMPANY PROFILE :

A Case study on Consumer Satisfaction towards coco-cola

Learning and Development :

Providing performance management materials on their intranet.

SRS College, Chitradurga

A Case study on Consumer Satisfaction towards coco-cola

Equal Employment Opportunity and Diversity

Occupational Health and Safety (OH&S) :

SRS College, Chitradurga

Training is a critical component of the OH&S, compensation and injury programs.

All hazards and deficiencies shall be corrected promptly.

3.4 INDIAN SCENARIO OF SOFT DRINKS INDUSTRY :

Creation of 50,000 jobs in India.

3.5 PRODUCT PROFILE :

SRS College, Chitradurga

Carbonated Soft Drinks and Functional beverages :

Health and Wellbeing :

Some of Coca-Cola Beverage Brands:

SRS College, Chitradurga

A Case study on Consumer Satisfaction towards coco-cola

SRS College, Chitradurga

A Case study on Consumer Satisfaction towards coco-cola

4.2 MODEL OF BUYER BEHAVIOUR :

A Case study on Consumer Satisfaction towards coco-cola 3. Outputs. 4. Feedback loop.

4.4 TYPES OF CUSTOMERS :

11. Group shopper. 12. Industrial buyers. 13. Friendly customers.

4.5 BUYING PROCESS OF CONSUMER :

A Case study on Consumer Satisfaction towards coco-cola

3. Evaluation of Alternatives : Available information can be employed to evaluate

4.6 MARKETING STRATEGY OF COCO-COLA SOFT DRINKS :

SRS College, Chitradurga

4.7 MARKET RESEARCH :

CHAPTER V CHITRADURGA DISTRICT PROFILE

SRS College, Chitradurga

India Karnataka Chitradurga, Hiriyur, Hosdurga,

Molakalmuru, Challakere, Holalkere

Telephone ++ 91 (8194) Vehicle KA-16