A PROJECT REPORT ON

A
DISSERTATION PROJECT REPORT
IN THE PARTIAL FULFILLMENT OF THE DEGREE
OF MASTER OF BUSINESS ADMINISTRATION

SAMBALPUR UNIVERSITY

2019-2021

GUIDED BY SUBMITTED BY
DR. Saroj Kumar shoo Krishnan Kant sahu
Roll No:-1419MBA47

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 DECLARATION

I do hereby declare that the project entitled “STUDY ON CONSUMER

PURCHASE DECISION MAKING TOWARD SOFT DRINK WITH RESPECT TO
RETAIL OUTLET” submitted to the Dept. of Business Administration,
Sambalpur University under the esteemed guidance of Dr. Saroj
Kumar sahoo is my own and is not published anywhere before. It’s
genuinely the true copy.

NAME- KRISHNA KANT SAHU

ROLLNO- 1419MBA047

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 ACKNOWLEDGEMENT

It is great pleasure for me to undertake this project. I feel highly doing the project entitled
STUDY ON CONSUMER PURCHASE DECISION MAKING TOWARD SOFT DRINK WITH RESPECT
TO RETAIL OUTLET. I express my profound thanks to Dr. Saroj Kumar sahoo sir, project
guide and all those who have indirectly guided and helped me in preparation of this
project. The project would not have completed without their help and worthy experience. I
extend my sincere gratitude to Sambalpur University for giving this opportunity to me.

NAME- KRISHNA KANT SAHU

ROLLNO- 1419MBA047

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 TABLE OF CONTENTS

CHAPTER NO PARTICULARS PAGE NO

EXECUTIVE SUMMARY
01
1.0 INTRODUCTION 10-33
1.1 CARBONATED DRINKS

1.2 BOTTLE OF SOFT DRINKS INDUSTRY

1.3 SOFT DRINKS PRODUCTION

1.4 SOFT DRINK INDUSTRY IN INDIA

1.5 PRODUCER OF SOFT DRINKS

1.6 BEVERAGE INDUSTRY

1.7 BEVERAGE PROCESSING INDUSTRY

1.8 BEVERAGE PRODUCTION

1.9 BEVERAGE INDUSTRY IN INDIA

1.2 COMPANY PROFILE 23-29

1.2 BOTTLERS INDUSTRY

1.3 LOGO DESIGN

1.3 OBJECTIVE OF THE STUDY 30

1.4 SCOPE & LIMITATIONS OF THE STUDY 31

1.4(I) SCOPE OF THE STUDY 31 (I)
1.4(II) LIMITATION OF THE STUDY 31 (II)

1.5 RESEARCH & MYTHOLOGY 32-33

1.6 REVIEW OF LITERATURE 34-45

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1.7 INTERPRETATION 46-59

1.8 FINDING 60-62

1.9 CONCLUSION 63-65

2.0 QUESTIONERS 66-67

2.1 BIBILOGRAPHY 71-72

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 CHAPETR-1
INTRODUCTION

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EXECUTIVE SUMMARY:-
Joseph Priestley invented carbonated water in the year 1767 in England. Soft
drink has become world’s leading beverage sector and is expected to lead the
market value of $5.9 billion by the end of 2015. Global consumption of soft
drink is rising by 7% a year, well ahead of all other beverage categories. Coca
cola has come a long way since its beginning; from selling nine bottles a day to
currently 800million, as well as becoming one of the worlds’ most recognized
brands. It is head quartered in Atlanta. Coca cola owns over 400brands that
appeal to many different people all throughout the worlds. The specific
objectives of the projects were to determine the factors influencing consumers’
choice of soft drinks products and as well as brands and to identify the
customers ‘buying pattern related to coca cola products. The research design
used in these projects was Descriptive research and the research method used
was survey method. A survey was conducted and feedback collected from e-
books and internet. The finding revealed that the majority of the respondents
are making their purchase on a monthly basis. The majority of the
respondents are doing planned purchase. They buy soft drinks for family use.
The majority of the respondents are purchasing cola drinks and mango
drinks. They buy soft drinks mainly for taste. The majority of the respondents
preferred coca cola in the cola drinks category and slice in the mango drink
category. Their purchasing occasions were during offer period. In offer period
they purchase 5-101liters. The majority of the respondents purchase soft
drinks in super markets. The majority of the respondents prefer coca cola for
taste, Fanta for advertisement, sprite for brand name, thumps up and limca
for advertisement, minute maid pulpy orange because of influence of circle of
friends, Minute maid mixed fruit for prices and Maaza for taste. Most of the
respondents are satisfied with the price of all coca cola products. They stated
that coca cola advertisement were good but also that they are not as attractive
as that of competitors. Most of the respondents are attracted by coca cola
advertisement in cola drinks category and Maaza in fruits drinks category.
Most of the respondent are Male, belonging to age group of 31-40years,
majority are doing business and belonging to income category of Rs.15001-
30000. Company must concentrate on creating awareness for limca, sprite and
minute maid which are not preferred by consumers as they prefer only
familiar’s brands such as coca cola and Maaza.
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INTRODUCTION
1.1(i) Important Parts:-

The important part of this study is to being a helpful tool for marketers, and
retailers of soft drinks to direct marketing campaigns in the right way.
Moreover there is research about the characteristic of the soft drink market
and the consumers buying behaviour toward the products. Also in these day
every sector are running their business in much competitive environment as
well as soft drink manufacturing companies are running their business in
competitive environment due to new enters of soft drinks manufacturing
companies, substitute products for soft drinks and well known brands soft
drinks products. So the research can will be help to who are going to enter in
soft drink products and who are trying to capture the huge market not only in
state but all over the India or globally by having more knowledge about
consumer preference and buying behaviour on soft drinks products.

The important of the study to which obtain from this research, through
this research the soft drink products can come to know the customers desires
for designing the products. By easy segmentation of the customers, the
products can easily direct the products toward particular customer. It helps to
know the relationship between the producers and customers. The society
through this research can identify the buying behaviour and its
characteristics. This research will be a guide and helpful to the future
generation this research explains the design and methodology of the research.
In also helpful for the higher studies it will help to attempt more research.
This study will help to marketing officers, marketing students and soft drink
manufacture on improving their knowledge about consumer preference and
consumer buying behaviour in the current world and which factors mostly
influence in consumer’s preference and buying behaviour.

(ii) Why topic important:-

This topic is important for because it help us to know about important of the
products and also characteristics and disadvantage also. This topic help to
know about which types of consumer prefer which of soft drinks like children,
middle age person (adults) and old person. This topic also help to know

8
companies or new enter companies about which products consumers or
customer mostly want or consume and company can also watch or check
through the research which company products is run for it good quality or for
the brand names. For that companies also know which flavours products more
consumed and less consumed and which types of problem faced by retailers.
Than they can change in the strategies of the less consume products. The
study of consumer buying behaviour is most important for marketers as they
can understand the expectation of the consumers. It helps to understand what
makes a consumer to buy products. It is important to assess the kind of
products liked by consumers so that they can release it to the markets. This
study is important is important for companies or manufacture company is to
due to the changing fashion, technology, trends, living style and disposable
income, and similar other factors consumer behaviours also changes that why
marketers has to understands the factors that are changing so that the
marketing efforts can be aligned accordingly. This study reason is to study
consumers behaviour is to find out answer to some of the questions :-(a) is the
customer buying from your competitors? (b) Why is a consumer buying from
your competitors? (c) What feature attracts a consumer identify in your
products when compared to yours competitors? This study helps to consumer
required different levels of customers services and understanding the
different within your customer’s base will help it provides the most
appropriate services for individual needs.

(iii) Why topic is important for society:-

Soft drink is one types of beverage and it is important for the society because
it providing refreshment to soft drinker. PepsiCo and other company is also
work for society like programs promoting sanitation including contribution to
the Swach Bharat kosh set-up by the central government for the promotion of
the promoting of sanitation. The study is very important for the society is to
design the best possible products or services that fully satisfy consumer needs
and demands and also decide where the services or products would be made
available for easy access of consumer.
This study also helps to know about decide the price at which the consumer
would be ready to buy that that products or services and also to find out the
best method promotion that will prove to be effective to attract customers to

9
buy a products. It also help to manufacture company to understand why,
when, how, what and other factors that influence buying decision of the
consumers. This study help to society is to know which products is lesser
amount in the market area. This study is help full for the students and also
researcher to get knowledge. This research will be a guide and helpful to the
future generation this research explains the design and methodology of the
research. the research can will be help to who are going to enter in soft drink
products and who are trying to capture the huge market not only in state but
all over the India or globally by having more knowledge about consumer
preference and buying behaviour on soft drinks products

1.2 INDUSTRY PROFILE:-

A soft drink also know or called as soda, pop, coke pop, fizzy drinks, seltzer,
mineral, sparkling water, lolly water is drinks that typically contains water
but not always carbonated water, usually a sweetener and usually a
flavouring agent. The sweetener may be sugar, high-fructose corn syrup,
fruits juice, sugar substitutes (in the case of diet drinks) or some combination
of these. Soft drinks may also contain caffeine, colourings, preservatives and
other ingredients.

Soft drinks are called ‘’soft’’ in contrast to ‘’hard drinks’’. Small amounts of
alcohol may be present in soft drinks, but the alcohol content must be less
than 0.5% of the total volume if the drink is to be considered non-alcoholic.
Fruit juice, tea, and other such non-alcoholic beverages are technically soft
drinks by this definition but are not generally referred to as such.
Soft drinks may be served chilled or at room temperature, and some, such as
Dr. Pepper, can be served warm. The first marketed soft drinks in the
Western world appeared in the 17th century. They were made of water and
lemon juice sweetened with honey. In 1676, the Companies des Lemonades of
Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors
carried tanks of lemonade on their backs and dispensed cups of the soft drink
to thirsty Parisians.

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Carbonated drinks:-

In the late 18th century, scientists made important progress in replicating

naturally carbonated mineral waters. In 1767, Englishman Joseph Priestley
first discovered a method of infusing water with carbon dioxide to make
carbonated water when he suspended a bowl of distilled water above a beer
vat at a local brewery in Leeds, England. His invention of carbonated water
also known as soda water is the major and defining component of most soft
drinks.

Priestley found that water treated in this manner had a pleasant taste, and
he offered it to friends as a refreshing drink. In 1772, Priestley published a
paper entitled Impregnating Water with Fixed Air in which he describes
dripping oil of vitriol (or sulphuric acid as it is now called) 18 onto chalk to
produce carbon dioxide gas, and encouraging the gas to dissolve into an
agitated bowl of water.

Another Englishman, John Mervin Nooth, improved Priestley's design and

sold his apparatus for commercial use in pharmacies. Swedish chemist
Torbern Bergman invented a generating apparatus that made carbonated
water from chalk by the use of sulphuric acid. Bergman's apparatus allowed
imitation mineral water to be produced in large amounts. Swedish chemist
Jon Jacob Berzelius started to add flavours (spices, juices, and wine) to
carbonated water in the late eighteenth century.

Bottle of Soft Drink Industry:-

Over 1,500 U.S. patents were filed for a cork, cap, or lid for the carbonated drink bottle
tops during the early days of the bottling industry. Carbonated drink bottles are under
great pressure from the gas. Inventors were trying to find the best way to prevent the
carbon dioxide or bubbles from escaping. In 1892, the "Crown Cork Bottle Seal” was
patented by William Painter, a Baltimore, Maryland machine shop operator. It was the
first very successful method of keeping the bubbles in the bottle.

Soft drink production:-

Soft drinks are made by mixing dry ingredients and/or fresh ingredients for
example, lemons, oranges, etc. with water. Production of soft drinks can be
done at factories or at home. Soft drinks can be made at home by mixing dry
ingredients with carbonated water. Carbonated water is made using a soda
11
home carbonation system or by dropping dry ice into water. Syrups are
commercially sold by companies such as Soda-Club; dry ingredients are often
sold in pouches. Of most importance is that the ingredient meets the agreed
specification on all major parameters. This is not only the functional
parameter in the other words, the level of the major constituent, but the level
of impurities, the microbiological status, and physical parameters such as
colour, particles sizes, etc.

Soft drinks industry in India:-

Soft drinks in India industry profile provide top-line qualitative and

quantitative summary information including: market size. The profile also
contains descriptions of the leading players including key financial metrics
and analysis of competitive pressures within the market. Essential resource
for top-lines data analysis covering the India soft drinks market.

The soft drinks market consists of retail sale of bottled water, carbonates,
concentrates, functional drinks, juices, RTD tea and coffee, and smoothness.
However, the total market volume for soft drinks market excludes the
concentrates category. The market is valued according to retail selling price
(RSP) and including any applicable taxes. Any currency conversion used in
the creation of this report has been calculated using constant 2012 annual
average exchange rate. The Indian soft drinks market generated total
revenues of $3.8 billion 2012, representing a compound annual growth rate
(CAGR) of 11% for the period spanning 2009-2012.

Producer of soft drinks:-

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1) North America :-
• The Coca-Cola Company
• Dr.Pepper Snapple Group
• Pepsi Co.

❖ The Coca-Cola company:-

The Coca-Cola is an American multinational beverage corporation

incorporated under Delaware’s general corporation law and headquartered in
Atlanta, Georgia. The coca-cola company has interests in the manufacturing,
retailing, and marketing of non-alcoholic beverage concentrates and syrups.
The company produces coca-cola, invented in 1886 by pharmacist john stitch
pemberton. In 1889 the formula and brand were sold for $2,300(roughly
$67,000 today) to Asa Griggs Candler, who incorporated the coca cola
company in Atlanta in 1892.

The company has operated a franchised distribution system since 1889. The
company largely produces syrup concentrate, which is then sold to various
bottlers throughout the world who hold exclusive territories. The company
owns its anchor bottler in North America, coca-cola refreshments. The
company stock is listed on NYSE and is part of DJIA and S&P 500 and
S&P100 indexes. The coca-cola company is world largest producers of plastic
waste.

❖ Dr. pepper Snapple group:-

Dr. Pepper Snapple Group (also called Dr.Pepper/ 7up inc.) is an American
multinational soft drink company based in Plano, Texas and as of July 2018 it

13
is a company unit of the publicity traded conglomerate keurig Dr.Pepper.
These products are:-

1) Dr.Pepper
2) Snapple
3) A$W
4) RC Cola.
5) 7up
6) Schweppes.
7) Sunkist
8) Canada Dry
9) Big Red
10) Mott’s
11) Vernors
12) Hawaiian Punch
13) Nehi
14) Squirt
15) Other beverages.
Formerly Cadbury Schweppes Americans Beverages of part of Cadbury
Schweppes, on 5may 2008 it was spun off from Cadbury Schweppes as Dr
pepper Snapple group, with trading in its shares starting on may 7,2008 on
the NYSE as “DPS’’. The remainder of Cadbury Schweppes become Cadbury a
confectionery group, on may5, 2008.
On July 9, 2018, keurig Green Mountain acquired Dr Pepper Snapple group,
and became keurig Dr Pepper.

❖ Pepsi co:

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In 1965, Donald Kendall, the CEO of Pepsi-cola, and Herman lay, the CEO of
Frito-Lay recognized what they called ‘’a marriage made in heaven, ‘’a single
company delivering perfectly-salty snacks served alongside the best cola on
earth. Their vision world’s leading food and beverage companies: PepsiCo.

PepsiCo products are enjoyed by consumers more than one billion times a day
in more than 200 countries and territories around the worlds. PepsiCo
generated more than $70 billion in net revenue in 2020, driven by a
complementary food and beverage portfolio that includes Frito-lay, Gatorade,
Pepsi-Cola, Quaker, and Tropicana and soda stream. PepsiCo’s products
portfolio includes a wide range of enjoyable foods and beverages, including 23
brands that generate more than $1 billion each in estimated annual retail
sales.

Guiding PepsiCo is our vision to be the Global Leader in convenient foods and
beverages by winning with purpose ‘’ reflects our ambition to win sustainably
in the marketplace and embed purpose into all aspects of our business
strategy and brands.

Company is made up of seven divisions: PepsiCo beverages North America,

Frito-lay North America: Quaker foods North American; Latin American:
Europe: Africa, Middle East and south Asia: each of this division has its own
unique history and way of doing business.

2) Europe:-

• PERRIER
• JUPILER

❖ Perrier:-

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Perrier is bottled from a single source in the South of France. Although the
spring is naturally carbonated, Perrier water and carbonation are captured
separately. They meet again in the iconic green bottle. Amazing bubbles!
Perrier packs an extraordinary ratio between water and air, and a unique
mineral composition that make for a bold, crisp carbonated experience like no
other in an extraordinary drink. That’s right—Perrier is zero calories. Perrier
also comes in a variety of subtle and satisfying flavors: Lime, Pink Grapefruit,
Green Apple, L’Orange, and Lemon

Enjoy it as a morning wake-up call, an afternoon pick-me-up, and a favorite

nightcap. Carry it with you for more than just hydration’s sake. Perrier is a
fashion statement. Perrier’s invigorating bubbles awaken our exuberance, our
desire to share and create. The celebrated design has been immortalized in
vintage ads by artists from Villemot to Warhol. Perrier’s long love affair with
the arts continues with modern collaborations: Street artists such as Kobra,
Sasu, and Jon One have decorated the iconic glass, on-the-go plastic bottles as
well as sexy slim cans with their colorful handiwork. Tap into the
extraordinary life on the blog where we share everything from cocktail
recipes, to wellness tips to make it all feel better, and GIFs from underground
music, high fashion and world class art events from New York to LA, Chicago
to Miami.

❖ Jupiler:-

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Jupiler has been a partner of the Belgian football association for thirty year
(shown by the fats that the top division is actually called the Jupiler pro
league) and therefore it makes sense that we do something special to support
our red Devils in Russia, the largest beer group in the worlds said. The first
division will not alter its name however, because it is tied to Jupiler 0, 0- its
alcohol-free version. That particular brand will keep its name throughout the
summer because it is still “too new in the market to be changed.

Africa:
• HamoudBoualem founded in 1878 in Algiers, exports its products to
Europe and Canada.
• Ifri. Another Algerian company based in Bejaia.

3) INDIA:-
• Appy Fizz by Parle:-
Appy Fizz is a product by parle Agro, introduced in India in 2005.Appy Fizz
consists of carbonated apple juice, and can be used as the basis for
cocktails. It does not contain alcohol. After the success of Appy which was
clean apple juices, Parle launched its sequel products as Grappo Fizza,
which is a carbonated grape juice. The drink was the subjects of a failed
campaign of advertising at crickets matches and marketed in Bangladesh
by Global beverage Co Ltd license from parle Agro.

• Agua Blue (Natural Mineral Water By LR Beverages Pvt Lttd):-

Aqua blue mineral water bottle with special pack in private brand. They
are leading manufacturer and supplier of 200ml mineral water bottle
under brands name aqua blue in Gujarat. Water covers 2/3 of the surface of
the earth but only 0.002% are drinkable. That also non for quality product
and give our client to best services so they make them happy. They
advertise out client business by providing them special pack with quality
bottle mineral water.
• Banta (lemon-flavored soft drink):-
Banta or Banta soda, also known as goli soda or goti soda, Fotash jawl in
Bengali is a colloquial term for a carbonated lemon or orange flavored soft
drink in a codd-neck bottle popular in India. Through the origin of its name

17
 is from the Punjabi word for marble (Banta), Banta has been sold since the
late 19th century, long before popular carbonated drinks arrived. The drink
is often sold mixed with lemon juice, crushed ice, chaat masala and kala
namak (black salt) as a carbonated variant of popular lemonades shikanjvi
or jal-jeera. It is available at street-sellers know as banatawallahs at price
from rs-5.

• Bovonta (grape soda produced by Kali Mark):-

Bovonta is a soft drink popular in Tamil Nadu, India. It is manufacture
and marketed by kali mark, which has offices and bottling plants at several
locations in Tamil nadu. At present, it has put up a distribution point at
Chennai. The drink is midly carbonated and has a tangy grap-cola taste.
Kali mark is a regional-level player and is one of the very few indigenous
soft-drink manufacture in India that survived the onslaught of take-overs
by multinational giants Pepsi and coca-cola, during the mid 1990. Other
than Bovonta, the company also used to produce soft drink like Trio, solo,
and frutang. The company still maintains a low profile in marketing and
advertising. It is has a mineral online presence.

• Campa Cola (popular Indian soda introduced in 1977):-

Campa cola is a soft drink brand in India. It was a market leader in the
India soft drink market the 1970s and 80s in most regions of India until
the advent of the foreign players Pepsi and coca-cola after the liberalization
policy of the P.V Narasimha Rao Government in 1991.

• Cloud 9 (energy drink):-

Cloud 9 is a healthy energy drink, fortified with essential nutrients and
herbs that help boost up anyone with a lack of energy and focus. It is a
healthy and tasty alternative to a high sugar soda or energy drink. Also a
good alternative to coffee and espresso drinks.

• Frooti (mango-flavored drink from Parle Agro):-

Frooti is a mango-flavored drink sold in India. It is the flagship products
and most successful drink products made by Parle Agro. Frooti was
launched in 1985 in tetra pack packaging, and is now also sold in PET
bottles and rectangular shaped packs. Frooti is exported to the united
state, Canada, the United Kingdom, the United Arab Emirates, Saudi
Arabia, Malaysia, Maldives, Singapore, Thailand, New Zealand, Australia,
Mozambique, Ghana, Malawi, Zambia, Nigeria, Tanzania, Japan, and

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 Ireland.( Frooti is types of soft drink. Manufactured by PARLE AGRO
INDIA PVT.LTD)

• Gold Spot:-
Gold soft drink was one of the three brands of carbonated soft drink started
in India by parle bisleri under the initiative of its founder Ramesh
Chauhan in 1977 after the exit of coca-cola. PepsiCo had already left the
India market in 1962 due to slow sales. Gold spot was introduced along
with Thump up and Limca. It can discontinue in 2000. It was artificially
flavored and colored orange. Parle sold gold spot along with Thumps up,
limca, Citra and Maaza to coca-cola in 1993(which had just relaunched in
the India market), reportedly for $40 million. In spite of its wide
popularity, Gold spot was withdrawn by coke from the market in order to
re-make space for coca-cola Fanta brands.

• Grappo Fizz:-
Grappo Fizz is a sparkling grape drink similar to the successful Appy Fizz.
Grappo Fizz is launched as a cousin of Appy Fizz. Appy Fizz had created a
successful niche for itself among the young consumers. The drink has a
unique taste, look and also interesting positioning as cool drinks.

• Limca (lemon-lime soda):-

Limca is lemon-and lime flavored carbonated soft drink made primarily in
India and certain parts of U.S. it contain 60 calories per 150ml can. The
formula does not include fruit, relying instead on artificial flavors. In an
interview in 2008, Ramesh Chauhan of parle Bisleri of Dukes Lemonade,
requesting them to share the formula for the drink with the promise not to
make in India, which was turned down. Chauhan decided to come up with
his own formula, which he launched under the limca brand in1977. In 1992
when the India government allowed coca-cola to return for operation, at the
same time as it admitted Pepsi for the first time, coca-cola bought local soft
drink (soda) brands, for Parle Bisleri owner Ramesh Chauhan including
Limca, thums up ( a cola-like drink), Maaza ( a mango- juice based drink),
Citra (a clear lemon-lime drink), and Gold Spot (orange flavor).

• LMN (lemon drink produced by Parle Agro):-

LMN was launched in March 2009, as non-carbonated lemon drink (nimbus
paani or lemonade). Launched in 2008, Grappo Fizz is along the lines of
parle Argo exists products apply Fizz. In 2012, parle agro launched India
first Jeera Masala soda, Dhishoom.

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SOFT DRINKS TIME LINE:-

• 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.
• 1851 Ginger ale created in Ireland.
• 1861 The term "pop" first coined.
• 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" is invented by Caleb Braham.
• 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.
• 1929 The Howdy Company debuted its new drink "Bib-Label Lithiated
Lemon-Lime
• Sodas" later called "7 up". Invented by Charles LeiperGrigg.
• 23
• 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.
• 1963 The Schlitz Brewing company introduced the "Pop Top" beer can to
the nation in
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• March, invented by Ermal Frazee of Kettering, Ohio.
• 1965 Soft drinks in cans dispensed from vending machines.
• 1965 The reseal abletop invented.
• 1966 The American Bottlers of Carbonated Beverages renamed The
National Soft Drink
• Association.
• 1970 Plastic bottles are used for soft drinks.
• 1973 The PET (Polyethylene Terephthalate) bottle created.
• 1974 The stay-on tab invented. Introduced by the Falls City Brewing
Company of
• Louisville, KY.
• 1979 Mello Yellow soft drink is introduced by the Coca Cola company as
competition
• Against Mountain Dew.
• 1981 The "talking" vending machine invented.

BEVERAGE INDUSTRY:

The beverage industry is a shifting landscape as volume leading categories

such as soft
Drinks continue to lose volume versus prior year while functioning and health
and wellness
Oriented categories enjoy strong volume growth. Functional beverages
continue to be the hottest Segment in beverage. Market research firm Zenith
International estimates global per capita Consumption of functional
beverages will increase 25% from 2010 to 2013, roughly from 5.5 Liters per
person to 6.9 liters. Industry giants Coca Cola and Pepsi continue to diversify
their portfolios, as evidenced with Coke’s acquisitions Involving Glaceau’s
vitamin water, Fuze and its recent investment in Zico coconut water. The
beverage industry refers to the industry that produces drinks. Beverage
production can vary greatly depending on which beverage is being made. The
website ManufacturingDrinks.com explains that, "bottling facilities differ in
the types of bottling lines they operate and the types of products they can
run". Other bits of required information Include the knowledge of if said
beverage is canned or bottled, hot-fill or cold-fill, and natural or conventional.

21
Innovations in the beverage industry, catalyzed by requests for non-alcoholic
Beverages, include: beverage plants, beverage processing, and beverage
packing. The beverage industry (also known as the drinks industry)
manufactures drinks and ready to drinks products. Examples are bottled
water, soft drinks, energy drinks, milk products, nutritional drinks, alcohol
products.
The beverage industry is traditionally a market with specific high demands
with regards to hygiene and its related technologies. Exquisite hygiene is
needed to maintain the high-quality standards and shelf life of the end
products, whether it is mineral/drinking water, lemonade, fruit juice, beers,
wine, or (sparkling) wine. Beverage production varies largely depending on
the products being made:-
• Alcoholic beverage industry: the alcoholic beverage industry includes
distilled spirits, (sparkling) wine, cider, and brewing.
• Non-alcoholic beverage industry: the non-alcoholic beverage industry is
comprised of soft drinks (or soft beverage industry) or syrup manufacture;
soft drinks and water bottling, canning), fruits juices bottling, canning, and
boxing, the coffee industry, and the tea industry.

BEVERAGE PROCESSING INDUSRTY:-

The beverage processing industry faces many challenges. The cost of raw
material, ingredient, and production are all rising, but the ever- more
demanding consumption still want tasty, low-priced drinks.
Beverage industries must also comply with increasingly stringent restrictions
placed on their products and minimize the environment impacts of production
set-ups. Also water treatment in the beverage industry:-
Freshwater consumption and wastewater treatment are important cost
factors for beverage manufacrers.
Water consumption is one of the most significant cost factors in the sector
since water is the main ingredient of their products such as mineral water,
lemonades, fruits juices, beer, and cider.
In additional, bottle washing, or cleaning of machines and equipment also
requires very large amounts of clean water. This makes cost factors in the
production of beverages.
Food and beverages waste treatment requires system and technologies that
meet the strictest disinfection and purification specifications.

BEVERAGE PRODUCTION:-
22
Beverage production can be a complicated process if you are new to the
industry. Bottling facilities differ in the types of bottling lines they operate
and the types of products they can run: cans vs. bottles, hot-fills vs. cold-fill,
natural vs. conventional etc. It is critical to understand the requirements of
your beverage brand before you begin the production process .Demand for
non-alcoholic beverages has been the catalyst for innovations in drink
production in recent years, including beverage plants, beverage processing
and beverage packing.
Demand for non-alcoholic beverages has been the catalyst for innovations in
drink production in
Recent years, including beverage plants, beverage processing and beverage
packing. No two beverage plants are alike. The beverage process each
beverage production facility specializes in can vary greatly as can the
beverage packing equipment available. There are many types of beverage
processing equipment, some of the capabilities you may need to consider given
the requirements of your brand include:-

• Cold Fill.
• Hot Fill.
• Carbonation.
• Aseptic or tetra pack.
• Tunnel pasteurization.

Other key considerations are the contract manufacturing fees charged by the
beverage production Company to run your product and the geographic
location of the facility. If you wish to distribute your brand in the Northeast
but the only facility that can run your product is located in Southern
California, then you need to account for the freight expense of raw materials
as well as finishes Product.

BEVERAGE INDUSTRY IN INDIA:-

The food processing industry in India has a total turnover of around USD 65
billion which includes value added products of around USD 20.6 billion. The
beverage industry in India constitutes of around USD 230 million among the
USD 65 billion food processing industry. The major sectors in beverage
industry in India are tea and coffee which are not only sold heavily in the
domestic market but are also exported to a range of leading overseas markets.
Half of the tea and coffee products are available in unpacked or loose form.
Among the hot beverages manufactured in India, tea is the most dominant
23
beverage that is ruling both the domestic and international market even
today.
The taste factor in tea varies according to the taste of individuals in different
countries and the beverage companies in India manufacture the products in
accordance with the taste of the individuals. For example, the inhabitants in
the southern parts of India prefer dust tea whereas the inhabitants in the
western part of India prefer loose tea. The Southern India also prefers coffee a
lot. The production capacity of the total packaged coffee market is 19,600
tones which is approximately a USD 87 million market. The soft drink market
such as carbonated beverages and juices constitutes around USD 1 billion
producing 284 million crates per year. In the peak season, the consumption
capacity reaches 25 million creates per month and during off season the same
goes down to 15 million crates in a month. Pepsi and Coca cola are the two
leading brands in the Indian market. The mineral water market in India is a
USD 50 million industry and produces 65 million crates. Around 4.9 million
crates is usually consumed each month but it rises to 5.2 million crates in the
peak season.

1.3 COMPANY PROFILE:-

Coca Cola was founded in the year 1886.in India its headquarters in Haryana.
Coca-Cola. Company re-entered India through its wholly owned subsidiary,
Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the
opening up of the Indian economy to foreign Investments in 1991. In India
their CEO was Atul Singh. Since then its operations have grown rapidly
through a model that supports bottling operations, both company owned as
well as locally owned and includes over 7,000 Indian distributors and more
than 1.7 million retailers.
Today, brands are the leading brands in most beverage segments. Hindustan
Coca-Cola Beverages Private Ltd has thirteen authorized bottling partners of
the Coca-Cola Company, who are authorized to prepare, package, sell and
distribute beverages under certain specified trademarks of the Coca-Cola
Company; and an extensive distribution system comprising of our customers,
distributors and retailers. Coca-Cola India Private Limited Sells concentrate
and beverage bases to authorized bottlers who are authorized to use these to
Produce our portfolio of beverages. These authorized bottlers independently
develop local Markets and distribute beverages to grocers, small retailers,

24
supermarkets, restaurants and numerous other businesses. In turn, these
customers make our beverages available to consumers Across India.

The Coca-Cola system in India directly employs over 25,000 people including
those on Contract. As a Company, our products are an integral part of the
micro economy particularly in Small towns and villages, contributing to
creation of jobs and growth in GDP. Coca-Cola in India Is amongst the largest
domestic buyers of certain agricultural products. As an industry which has
strong backward and forward linkages, our operations catalysis growth in
demand for products like glass, plastic, refrigeration, transportation, and
Industrial and agricultural products. The Coca-Cola Company has always placed
high value on good citizenship. Our basic proposition Entails that our Company's
business should refresh the market; enrich the workplace; protect and Preserve the
environment; and strengthen the community.

They have used their distribution network for disaster relief, our marketing prowess
to raise Awareness on issues such as PET recycling, and our presence in
communities to improve access To education and potable water. Their main
competitor is Pepsi Co.

❖ Coca Cola:-
It was launched in the year 1886. It is the flagship brand of the largest
manufacturer, marketer and distributor of nonalcoholic beverages in the
world.
Variety:-
Cans: 330ml
RGB: 200ml, 300ml,
PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml
Fountain glass: Various sizes.

❖ Diet Coke:-
Diet coke, coca-cola light or coca-cola light taste is a sugar-free and no-calories
soft drinks produced and distributed by the coca-cola company. It contains
artificial sweeteners instead of sugar. Diet coke contains plenty of taste but no
calories. Diet coke is also known as some countries. It was launched in 1982 in
America has become the third largest soft drinks.

Variety:-

25
 PET: 600ml.
Can: 300ml, 330ml.

❖ Thumps Up:-
Thump up is a brand of cola India. The logo is a red thumbs up. It was introduced in
1977 to offset the withdrawal of the coca-cola company from India. The brand was later
bought by coca-cola who re-launched it in order to compete against Pepsi. Thump up
was acquired by the coca-cola company in 1993.
Variety:-
Cans: - 300ml, 330ml.
RGB: - 200ml, 300ml, 330ml.
PET:- 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml.

❖ Sprite:-
Spirit is a colorless, lemon and lime-flavored soft drinks created by the coca-cola
company. It was first developed in West Germany in 1959 as Fanta Klare Zitrone
(“Clear lemon Fanta”) and was introduced in the United States under the current
brand name CPRITE in 1961 as competitor to 7up. Since its inception is 1999, sprite
has not only established itself as a brands which successfully boasts its ‘cut-
thru’perspective with an authentic, edgy, irreverent, urban and straight forward
style, but has also achieved status of an undisputed youth ‘badge’brand. Spirit is the
most preferred and fastest growing soft drink in India and has become the second
largest soft drinks in2009, aiming for the No.1 spot.

Variety:-
Cans: 300ml, 330ml.
RGB: 200ml, 300ml, 330ml.
PET:- 500ml, 600ml, 1250ml, 2000ml, 2250ml.
Fountain Glass: - Various sizes.

❖ Fanta:-
Fanta is a brand of fruit-flavored carbonated soft drinks created by coca-
cola Deutschland under the leadership of German Businessman Max Keith.
There are more than 150 flavors worldwide. Fanta Orange is leading flavor
and over the year has expanded the range to include Grape, zero,
strawberry sherbet, blueberry and sour watermelon as well as some
exciting options yet to come. Fanta entered the Indian market in the year

26
 1993. Perceived as fun youth brand. Fanta stands for its vibrant colour,
tempting taste and tingling bubbles.
Variety:-
Cans: - 300ml, 330ml.
RGB: - 200ml, 300ml, 330ml.
PET:- 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml.
Fountain glass: - Various sizes.

❖ Limca:-
Limca is a lemon –and lime-flavored carbonated soft drinks made primarily
in India ad certain part of the us it contains 60 calories per 150ml can. The
formula does not include fruit, relying instead on artificial flavors. It was
launched in 1971; Limca has remained unchallenged as No.1 Sparkling
drinks in the cloudy lemon segment. The success formula is the sharp fizz
and lemoni bite combined with the single minded proposition of the brands
as the provider of “Fresher’s”.

Variety:-
Cans: - 300ml, 330ml.
RGB: - 200ml, 300ml, 330ml.
PET:- 500ml, 600ml, 150ml, 1500ml, 2000ml, 2250ml.
Fountain glass: - Various sizes

❖ Maaza:-
Maaza is coca-cola fruit drinks brands from India and marketed in the Africa,
Eastern Europe and Asia. Its most popular drinks is its mango fruit drinks.
Coca-cola had launched Maaza with orange and pineapple fruit drinks in
addition to their mango drinks, but these variants were subsequently
dropped. Coca-cola later relaunched these variants in the India market.
Maaza mango drinks competed with Pepsi’s Slice brands of mango drinks and
Frooti, manufactured by Parle Agro. It was introduced in the year 1970.
Universally loved for its taste, colour, thickness and wholesome properties.
Maaza is the mango lover’s first choice. In the India introduced in 1976.

Variety:-
RGB: - 200ml, 250ml.

27
 PET: - 600ml, 1.2Lt.
Pocket packs; - 200ml RS- 12.

❖ Minute maid pulpy orange:-

Minute maid pulpy orange is a blend that starts with the start with the
goodness of orange pulp in every gulp for delicious taste of orange and blast of
real pulp. This fruits drinks provides a refreshing taste of juice to quench
thirst and delights the taste buds, while the pulp that can be chewed to relish
a fruit-eating experience. Minute maid has been served with love for
generation, and is now one of the world’s largest juice drinks brands. The
minute maid brand goes as far back as 1945 when the Florida food
corporation development orange juice powder. They branded it minute maid, a
name connoting the convenience and the ease of preparation (In minute).
Launched in 2009.

Variety:-
PET: - 400ml, 1lt, 1.25Lt.

❖ Minute maid nimbus fresh:-

It was launched first in south of India in January 2010. Minute maid Nimbus
fresh started refreshing the whole India by April 2010.

Variety:-
PET; 400ml.
RGB: 200ml.
Tetra pack; 200ml.

❖ Burn:-
Burn is the coca-cola company most successful energy drink brand. Successful
world over sold in over 80 countries across the worlds. Launched in north
Europe in the year 2000 and it has expanded to over 80 countries over a short
10 year period.
Variety:-
CAN: 300ml.

❖ Kinney water:-

28
 Kinley water comes with the assurance of the safety from. The coca-cola
company. That is why introduced Kinley with reverse osmosis along with
the latest technology to ensure purity of our products. Because they believe
that right to pure, safe drinking water is fundamental. And also Kinley is
brand of still or carbonated water owned by the coca-cola company and sold
in many large European and Asian countries. Its carbonated forms are
used for mixers, and also available in a variety of fruit flavor.

Variety:-
PET:- 500ml, 1000ml, 2lt, 25lt.

❖ Kinley soda:-
Kinley is brand of still or carbonated water owned by the coca-cola company
and sold in many large European and Asian countries. Its carbonated forms
are used for mixers, and also available in a variety of fruit flavors. The Kindly
brands are used by coca-cola for two types of drinks: packaged water.
Launched in 2002 Kinley soda: no1 national soda brand.
Variety:-
PET: - 500ml, 750ml, Rs16/ bottle.

❖ Schweppes:-
Schweppes is a beverage brand that originated in the republic of Geneva and
that is sold around the world. It includes a variety of lemonade, carbonated
waters and ginger ales. Schweppes was launched in India in 1999 after the
international takeover of the brand from Cadburys Schweppes.

Variety:-
Bitter lemon: (glass bottle 250ml)
Tonic water: (glass bottle 250ml)
Ginger Ale: (Glass bottle 250ml)
Soda Water: (Glass bottle 250ml)

❖ Georgia gold:-

29
 Introduced in 20004, Georgia Gold range of tea and coffee beverages is the
perfect solution for your office and restaurant needs.
Variety:-
Hot beverages:-
Coffee, tea, hot chocolate. Available in 90-150ml.
Cold beverages:-
Lemon iced tea, peach.

1. Bottlers industry:-
The coca-cola company (TCCC) and/ or subsidiaries only produces (or
produce) syrup concentrate which is then sold to various bottlers throughout
the world who hold a coca-cola franchise. Coca-cola bottlers, who hold
territorially exclusive contracts with the company, produce finished product
in cans and bottle from the concentrate in combination with filtered water
and sweeteners.
The bottlers then sell, distribute and merchandise the
resulting coca-cola product to retail store, vending machines, restaurants and
food service distributors. One notable exception to this general relationship
between TCCC and bottlers is fountain syrups in the United States, where
TCCC bypasses bottlers and is responsible for the manufacture and sale of
fountain syrups directly to authorized fountain wholesalers and some
fountain retailers. In 2005, The Coca-Cola Company had equity positions in
51 unconsolidated bottling, canning and distribution operations which
produced approximately 58% of volume. Significant investees include: 36% of
Coca-Cola Enterprises which produces (by population) for 78% of USA, 98%
of Canada and 100% of Great Britain (but not Northern Ireland), continental
France and the Netherlands, Luxembourg, Belgium and Monaco.
Over 1500 U.S patents were filed for a cork, cap, or lid for the carbonated
drink bottle tops during the early days of the bottling industry. Carbonated
drink bottles are under great pressure from the gas. Inventors were trying the
best way to prevent the carbon dioxide or buddles from escaping. In 1892, the
“CROWN CORK BOTTLE SEAL” was patented by William painter a
Baltimore, Maryland machine shop operator. It was the first very successful
method of keeping the bubbles in the bottle.

Logo design:-
30
The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank
Mason Robinson, in 1885.It was Robinson who came up with the name, and he also
chose the logos Distinctive cursive script. The typeface used, known as Spenserian
script, was developed in the Mid-19th century and was the dominant form of formal
handwriting in the United States during that period. Robinson also played a
significant role in early Coca-Cola advertising. His promotional suggestions to
Pemberton included giving away thousands of free drink coupons and plastering the
city of Atlanta with publicity banners and streetcar signs.

1.4 OBJECTIVE OF STUDY:-

• To determine the factors influencing consumer’s choice of soft drink products

and brands.
• To identify the customer’s buying pattern related to coca cola products.
• To determine the consumer’s perception on the taste, price, advertisement
and celebrity endorsement related soft drinks.
• Market comparison of all the available brands of the soft drinks in the
market.
• Brands availability of coco-cola and its brands vis-à-vis Pepsi and its brands.
• Extend to which merchandising assets are being used by the retailers in
promoting the brands.
• To analysis the customer preference toward retail outlet for soft drink
product.
• To examine the customer decision making process for purchase soft
drink products.
• To examine the factor influencing consumer buying behaviour for soft
drink products.
• To examine the factors influencing consumers’ choice of soft drinks
products and as well as brands and to identify the customers’ buying
pattern.

1.5(i) SCOPE OF THE STUDY:-

31
 1) It improves management ability to plan and control the sales of Coca-
cola.
2) It will certainly help the strategies for survival and growth of the
company.
3) It avoids wastage and underutilization of resources which can be
employed profitably.
4) It is relevant to inflows and outflows conditions of the company.
5) It avoids wastage and underutilization of resources which can be
employed profitably and also it is relevant to inflow and outflow
conditions of the company.

1.5(ii) LIMITATIONS OF THE STUDY:-

1) More stress was given on the primary data.
2) The finding of the survey will be strictly based on the response of the
consumer, since it is difficult to ascertain the authenticity of the
statement.
3) All the observation and recommendation will be made on the feedback
obtained from the survey.
4) The sample for the survey covered subscribers from India only.
5) The time for the research was limited.
6) The result is limited to the reliability of method of investigation,
measurement and analysis of data.
7) People were not interested in filling questionnaire properly.
8) It is very small research, which may be insufficient to give the real
picture.

32
1.6 RESEARCH & METHOLOGY:-

Research methodology

Definition of Research- Research is defined as the creation of new knowledge

and/or the use of existing knowledge in a new and creative way so as to
generate new concepts, methodologies and understandings. This definition of
research encompasses pure and strategic, basic research,
applied research and experimental development.

Research may be very broadly defined as systematic gathering of data and

information and its analysis for advancement of knowledge in any
subject. Research attempts to find answer intellectual and practical
questions through application of systematic methods. It is a careful
investigation or inquiry specifically through search for new facts in any
branch of knowledge. Research can simply be defined a task of searching
from available data to modify a certain result or theory.

i. Descriptive research design:-

Descriptive research design is a scientific method which involves observing

and describing the Behaviour of a subject without influencing it in any way.
The importance of descriptive research is:
To describe characteristics of a population or a phenomenon.
❖ To determine the answers to who, what, when, where and how questions.
❖ To analyze the segment and target markets.

RESEARCH DESIGN Descriptive research

RESEARCH METHOD Survey method
RESEARCH INSTRUMENT Structured questionnaire
SAMPLE SIZE 10
SAMPLE AREA SAMBALPUR
ANALYTICAL TOOLS Percentage analysis, Garrent ranking

33
 ii. SAMPLING DESIGN:
Sample denotes only a part of the universe/ population. The sample
represents the population and is having the same characterizing as the
population.

SAMPLING METHOD:
This type of sampling technique gives no assurance that every element has
some specific change of being included. It is clear that for the non-probability
samples, there is no way of calculating the margin of error and the confidence
level.

I. DATA COLLECTION DESIGN:

A marketing researcher has to make a plan for collecting data which may be
primary data, secondary data or both.
Primary data:
The primary data was obtained by administering survey method, guided by
questionnaire to the consumers. The following type of questions, were asked
in the questionnaire
1. Rank questions.
2. Multiple choice questions.
Secondary data:
The secondary data are collected through various sources like
1. Secondary data are collected through internet related to company,
competitors etc.
2. Review of articles being published on the topic in various magazines and
newspapers.

34
 CHAPTER-2
LITERATURE OF REVIEW

35
LITERATURE OF REVIEW:-

2.1 Conceptual Definition:-

Consumer Behaviour Meaning:

Consumer behaviour is the study of how individual customers, group, or

organisation select, buy, use, and dispose ideas, goods, and, wants. It refers
to the actions of the consumers in the marketplace and the underlying
motives for those actions.

Marketers expect that by understanding what causes the consumers to buy

particular goods and services, they will be able to determine-which products
are needed in the marketplace, which are obsolete, and how best to present
the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in
the marketplaces. The perspective of role theory assumes that consumers
play various roles in the marketplaces. Starting from the information
provider, from the user to the payer and to the disposer, consumers play this
role in the decision process.

The role also vary in different consumption situations; for example, a

mother plays the role of an influence in a child’s purchase process, where
she plays the role of a disposer for the products consumed by the family.

*SOME SELECTED DEFINITIONS OF CONSUMER BEHAVIOR ARE AS FOLLOWS :-

1. According To Engel, Blackwell, and Mansard: - consumer behaviour is the

actions and decision processes of people who purchase goods and services for
personal consumption.

2. According To Louden and Bitta: - consumer behaviour is the decision

process and physical activity, which individual engage in when evaluating,
acquiring, using or disposing of goods and services.

➢ NATRE OF CONSUMER BEHAVIOUR:-

1. Influenced By Various Factors:

36
a) Marketing factors such as products design, price, promotion, packaging,
positioning and distribution.
b) Personal factors such as age, gender, education and income level.
c) Psychological factors such as buying motives, perception of the products
and attitudes towards the products.
d) Situational factors such as physical surrounding at the time of purchase,
social surroundings and time factors.
e) Social factors such as social status, references group and family.
f) Culture factors, such as religion, social class-caste and sub caste.

2. Undergoes A Constant Changes:

Consumer behaviour is not static. It undergoes a change over a period of

time depending on the nature of products. For examples, kids prefer
colourful and fancy footwear, but as they grow up as teenagers and young
adults, they prefer trendy footwear, and as middle-aged and senior citizen
they prefer more sober footwear. The change in buying behaviour may take
place due to several other factors such as increase in income levels,
education level and marketing factors.

3. Varies From Consumer To Consumer:-

All consumers do not behave in the same manner. Different consumers

behave differently. The differences in consumer behaviour are due to
individual factors such as the nature of the consumers, lifestyle and culture.
For examples, some consumers are technoholics. They go on a shopping and
spend beyond their means.

They borrow money from friends, relatives, banks, and at time even adopt
unethical means to spend on shopping of advances technologies. But there
are other consumers who, despite having surplus money, do not go even for
the regular purchase and avoid use and purchase of advance technologies.

4. Varies From Region And Country To Country:

The consumer behaviour varies across states, regions and countries. For
examples, the behaviour of the urban consumers is different from that of

37
 the rural consumers. A good numbers of rural consumers are conservative
in their buying behaviors.The rich rural consumers may think twice to
spend on luxuries despite having sufficient funds, whereas the urban
consumers may even take banks loans to buy luxury items such as cars and
households appliances. The consumer’s behaviour may also vary across the
state, regions, and countries. It may differ depending on the upbringing,
lifestyle and level of development.

5. Information On Consumer Behaviour Is Important to the marketing:-

Marketers need to have a good knowledge of the consumer’s behaviours.

They need to study the various factors that influence the consumer’s
behaviours of their targets customers.

6. Leads To Purchase Decision:-

A positive consumers behaviours leads to a purchase decisions. Consumers

may take the decisions of buying products on the basis of different buying
motives. The purchase decision leads to higher demand, and the sales of the
markets increase. Therefore, markets need to influence consumer behaviour
to increase their purchase.

7. Varies From Products To Products:-

Consumer’s behaviours are different for different products. There are some
consumers who may buy more quantity of certain items and very low or no
quantity of other items. For examples, teenagers may spend heavily on
products such as cell phones and branded wear for snob appeal, but May not
spends on general and academic reading. A middle-aged person may spend
less on clothing, but may invest money in saving, insurance schemes,
pension schemes, and so on.

8. Improves Standard Of Living:-

The buying behaviour of the consumers may leads to higher standard of

living. The more a person buys the goods and services, the higher Is the

38
 standards of living. But if a person spends less on goods and services,
despite having a good income, they deprive themselves of higher standards
of living.

9. Reflects Status:-
The consumer’s behaviours are not only influenced by the status of
consumers, but it also reflects it. The consumers who own luxury cars,
watches and other item are considered belonging to a higher status. The
luxury items also give a sense of pride to the owners.

➢ TYPES OF CONSUMER BEHAVIOUR:-

There are basically 4 types of buying decision behaviour which is discussed

below:-

1) Dissonance Reducing Buying Behaviour.

2) Complex Buying Behaviour.
3) Variety Seeking Buying Behaviour.
4) Habitual buying Behaviour.

• Dissonance Reducing Buying Behaviour: - Customer’s involvement in the

purchase activity is high and customer cannot find a substantial
differentiation among the alternatives. The consumers is highly involved
and sees little different among brands alternatives. The consumers is
higher involved and sees little different among brands alternatives.
• Complex Buying Behaviour:-

Consumer is highly involved but he finds a substantial difference among the

available brands. The buyer develops belief about the products or services,
then they develop a set of attitudes towards the products and finally, they
make a deliberate choice. This is a case when products are expensive, bought
infrequently, risk and highly self- expressive.

39
• Variety Seeking Buying Behaviour:-

This kind of behaviour is show in some situations where the consumers show
low involvement behaviour but there is a significant brands different.

• Habitual Buying Behaviour:-

This kind of behaviour is show in some situation where the consumers show
low involvement behaviour but there is no/few significant brand different.

CONSUMER BUYING PROCESS:-

Consumer buying process is the purchase passes through five distinct

stages in consumer buying process namely need or problem recognition,
information search, alternative evaluation, purchase decision and post-
purchase behaviour.

1. Stage of Problem Recognition.

2. Stages of Information Search.
3. Stage of Alternative Evaluation.
4. Stages Of post Purchase Behaviour.

(i)STAGES OF PROBLEM RECOGNITION:-

The recognition of a need is likely to occur when a consumer is faced with a

‘problem’. A buying process start when a consumer recognizes that there is a
substantial discrepancy between his current state of satisfaction and
expectation in a consumption situation.

(ii) STAGES OF INFORMATION SERACH:-

After need arousal, the behaviour of the consumer leads towards a

collection of available information about various stimuli i.e. products and
services in this case from various sources (personal, public, commercial,
experiential) for future processing and decision-making.

40
 (iii) STAGES OF ALTERNATIVE EVALUTION:-

Once interest in products (s) is around, a consumer enters the subsequent

stage of evaluation of alternatives.

When evaluation potential alternatives, consumer tends to use two types of

information:-

1. A list of brand (or model) from which they plan to make their selection
(the evoked set)
2. The criteria they will use to evaluate each brand (or model).

STAGES OF PURCHASE DECISION

Finally, the consumer arrives at a purchase decision. Purchase decision can

be one of the three viz. no buying, buying later and buy now.

No buying takes the consumer to the problem recognition stages. A

postponement of buying can be due to a lesser motivation or evolving
personal and economic situation. If positive attitudes are formed toward
the decided alternative, the consumer will make a purchase.
# THERE IS THREE MORE IMPORTANT CONSIDERATIONS IN TAKING THE BUYING
DECISION:-

• Attitude of other such as wife, relative and friends.

• Anticipated situational factors such as expected family income, expected
total cost of the products and the expected benefits from the product.
• Unanticipated situational factors, like accidents, illness etc.

STAGES OF POST PURCHSE BEHAVIOUR:-

Post-purchase behaviour refers to the behaviour of a consumer after his

commitment to products has been made.

So post-purchase behaviour leads to their situation, namely customer is

satisfied customer is dissatisfied.

41
 Cognitive dissonance: buyer discomfort caused by post purchase conflict.

MARKETING STRATEGY:-

A marketing strategy is the long term planning of business objectives that

the company wants to achieve. For these to be achieved it is important to
choose well the specific action to consolidate the reputation of products and
services or increase sales in the market. Utilizing opportunities is vital to
find the target market and to be able to make customers loyal to the
organisation so that the positioning of the company gets stronger.

It is important to define how you want to position the products/services in

the market in order to achieve positioning among customers and fulfil
customer and organisation relationship loyalty. The method to create sales
opportunities, also to communicate and position the products or service and
to translate the operational lines that allow reaching a target market
through the right channels.

BRAND PREFERENCE:-

Brand preferences represent a fundamental step in understanding

consumer choices. A
Deeper understanding of such preference dynamics can help marketing
mangers ‘better design Marketing program and build a long term
relationship with consumers. Despite the existence of some studies
investigating how brand preference is built and changed, most of them focus
on Examining factors from consumer behaviour perspective or advertising
perspective.

CUSTOMER SATISFACTION:-

Customers are always aiming to get maximum satisfaction from the

products or services
That they buy. Winning in today’s marketplace entails the need to build
customer relationship and not just building the products; building customer
relationship means
they get from consuming the products, since higher levels of quality lead to
higher levels of customer satisfaction.

42
ADVERTISEMENT EFFECTIVENESS:
Advertising effectiveness pertains to how well a company's advertising
accomplishes the
Intended. Small companies use many different statistics or metrics to
measure their advertising Effectiveness. These measurements can be used
for all types of advertising, including television, Radio, direct mail, Internet
and even billboard advertising. A company's advertising effectiveness
usually increases over time with many messages or exposures. But certain
advertising objectives can be realized almost immediately.

BRAND AWARENESS:
Brand awareness is an Extent to which a brand is recognized by potential
customers, and is correctly associated with a particular product. Expressed
usually as a percentage of targets Market, brand awareness is the primary
goal of advertising in the early months or years of A product's introduction.

BRAND AWARENESS:
Brand awareness is a Extent to which a brand is recognized by potential
customers, and is Correctly associated with a particular product. Expressed
usually as a percentage of targets Market, brand awareness is the primary
goal of advertising in the early months or years of A product's introduction.

2.2 LITERATURE REVIEW:-

Brand Preference in Soft Drinks:-

Reveals purpose of study of factors responsible for brands preference in soft

drinks industry, increase competition more, due to globalization is
motivating many companies to base their strategies almost entirely on
building brands. Brands preference means to compare the different brands
and opt for the most preferred brands. This brands preference is influenced
by various factors. In the identification of factors affecting the brands
preference it was conducted that brands person is the most effective factors
that affects the brands preference. This brands persona deals with the
personality aspects or the external attributes of brands, thus it can be said
that consumer prefer any brands by looking at the eternal attributes of a
brands.
43
Colour and Flavour Rule Consumer Preference:-

Donnelly (1995) said intensity of colour and the flavour are key drivers
behind consumer acceptance of the soft drinks. But packaging and labelling
are not as importance for winning over consumer, according to findings
published in the journal food quality and preference. The study involved
consumer at different stages of development and highlight the importance
of adopting a ‘’sensory marketing approach’’ said the researchers from
French research organisation Adriant, the university of Rennes.
“Companies need to continuously innovate to maintain market leadership”
wrote the research. “When the market is overloaded the challenges consists
in creating innovative products able to attract and satisfy consumers.” “This
experiment showed the feasibility of the proposed multi-sensory design
method based on mixed qualitative and quantitative approaches.” The study
also demonstrates the importance of flavour and colour selection for few
products. The global flavour market was been valued at some US$18bn in
2006 (business Insights). Mean while the values of the international
colorings market was estimated at around $1.15bn in 2010, up 2.5% from
$1.07bn in 2007, according to Leatherhead food international (LFI). Natural
colours now make up 31 percent of the colouring market, compared with
40percent for synthetics, according to LFI.

Sense of Consumer:-

These four factors were identified for the formulation: four colour
intensities), there flavouring, two label types (soft versus hard), and two
pack sizes (standard versus oversize). By using both quantitative (hedonic
testing) and qualitative (focus group) approaches, the research found that
“the main factors which drive consumer preference for these concepts are
colour intensity and flavouring”. Indeed, colour intensity accounted for 43%
and flavour 32% of the consumers’ overall liking. “Pack size and label types
are taken into account by the consumer to a lesser extent,” they added. This
methodology of a qualitative screening associated to a conjoint analysis on
relevant sensory attributes has shown good performance to fit consumer’
expectation: it has now to be reproduced, as every brand concept and
products is a unique combination designed for a specific consumer group,
“concluded the researched.
44
Taste or Health:-

In (1998) examined the relative contribution of taste and health

consideration on consumer liking and purchase intent of cola drink. Eight
types of commercial cola drinks were evaluated by 305 adult consumers who
also completed brief questionnaires on soft drink consumption habits. Data
were analyzed using factor analysis. Result revealed that purchase intent of
cola drink was strongly related to degree of liking and to several key
sensory attributes including saltiness, drink flavour and greasiness. These
variables emerged as the first factors in the analysis, suggesting that
consumer perceive these characteristics as being most important in their
choice of cola drinks. Second described a health dimension and was related
to respondents “attitudes toward fat in the diet. Third factors comprised two
remaining sensory attributes (colour and crunchiness), which apparently
were of minor important to the respondents. These data suggest that in
spite of current concern about reducing dietary fat, health remains
secondary to taste in the selection of cola drinks for consumers in this
population.

Consumer Awareness and Consumption Pattern of Soft Drink Products:-

Consumer awareness and consumption pattern of soft drink products

aimed to investigate the degree of brands awareness of various soft drinks
products in relation to background and education of the household, the
consumption pattern of various soft drinks products consumed by
respondents in the light of their areas, income levels and education.

45
 CHAPTER-3
ANALYSIS & INTERPERTATION

46
ANALYSIS & INTERPERTATION:-

Analysis:-
Analysis means a critical examination of the assembled and grouped data for
studying the characteristics of the object under study and it refers to
methodical classification of the data give in the tables.

INTERPRETATION:-
The term interpretation means explaining the meaning and significance of the
arranged data. It is the study of relationship between the various factors. It is
being considered as a basic component of research process because of the
following reasons.
It is through interpretation that the researcher can well understand the
abstract principle that works beneath his/her findings, through this he/she
can link up the same abstract with those of other studies, having the same
abstract principles and thereby can predict about the concrete world of
experts, fresh inquiries can test their predictions later on, this way the
continuing in research can be maintained. Interpretation leads to the
establishment of explanatory concepts that can serve as a guide for future
research studies, it opens new avenues of intellectual adventure and
stimulates the quest for some knowledge.

Researcher can better appreciate only through interpretation what his/her

findings are, why they are and not make other to understand the real
significance of his/her research findings.

47
Analysis Data:-
3.1 Reason for Shopping
Table 3.1

S.NO OPINION NO.OF RESPONDENT PERCENTAGE

1 Monthly purchase 31 52%

2 Weekly purchase 23 38%

3 Daily purchase 6 10%

Monthly purchase Weekly purchase Daily purchase

10%

52%
38%

Interpretation:-

From the above bar graph shows that 52% people said that they were buying
soft drink for the monthly purpose, 38% people said that they were buying
48
soft drink for weekly purpose and last 10% people said that they were buying
soft drink for daily purpose.

3.2 Which Soft Drink People Prefer The Most?

Table 3.2

Sr.No Opinion No.Of Respondents Percentage

1 Pepsi 6 10%
2 Thump up 5 9%
3 Sirite 4 7%
4 Mininda 4 7%
5 Fanta 3 5%
6 Mountain dew 3 5%
7 7 up 3 5%
8 Coca-cola 30 52%

Mountain Dew
5%
Fanta 7up
5% 5%

Mirinda
7%
Sprite
7% Coca-cola
52%
Thums up
9%

Pepsi
10%

Interpretation:-

49
From the above bar graph shows that 52% people said that they mostly prefer
Coca-Cola for the soft drink, 10% people said that they prefer Pepsi, where 9%
people said that they prefer Thumps up and 7% and 5% people said that they
prefer Miranda and Fanta.

3. 3Use of Soft Drinks

Table 3.3

Sr.no Opinion No.of respondents percentage

1 Family Use 37 62%
2 Personal Use 23 38%

Family use Personal use

38%

62%

Interpretation:-

From the above bar graph show that 92% people said that they were buying
soft drink for the family use and 8% people said that they were buying soft
drink for the personal use.

50
 3.4 Influences on Purchase

Table 3.4
Sr.no Opinion No.of respondent Percentage
1 For discount 22 37%
2 Taste 16 27%
3 For promotion 14 23%
4 Brand name 8 13%

For discount Taste For promotion Brand name

13%

37%

23%

27%

Interpretation :-

from the above bar graph show that 42% people said that they were influence
to buy the soft drink for the discount, 30% people said that they were
influence to buy soft drink because of the taste where 26% people said that
they were influence to buy soft drink for the attractive promotion and at last
2% people said that they were influence to buy soft drink for the brand name.

51
 3.5. Buying Pattern
Table 3.5
Sr.no Opinion No.of respondent Percentage
1 Offers 22 36%
2 No of specific 13 22%
reason
3 Party 11 18%
4 Festival 10 17%
5 For birthday 4 7%

Offers No specific reason Party Festival For birthday

7%

17%
36%

18%

22%

Interpretation :-

52
From the above bar graph show that 36% people said that they buy soft drink
for the offer, 22% people said that they buy soft drink but there is no specific
reason, 18% people said that they buy soft drink for the party purpose, 17%
people said that they buy soft drink for the festival purpose and at last 7%
people said that they buy soft drink for the birthday purpose.

3.6. Quantity purchased

Table 3.6

SR.NO OPINION NO.OF RESPONDENT PERCENTAGE

1 Below 5 litters 52 87%
2 5-10 litters 4 6%
3 11-15 litters 4 7%

Below 5 liters 5-10 liters 11-15 liters

7%
6%

87%

Interpretation :-

From the above bar graph show that where 91% people buy soft drink bottle of
below 5 litters, 7% people buy soft drink bottle of 5-10 litters and at last 2%
people buy soft drink bottle of 11-15 litters.
53
 3.7. Place of purchase

Tables 3.7

SR.NO OPINION NO.OF RESPONDENT PERCENTAGE

1 Shopping mall 11 18%
2 Retail shop 13 22%
3 Market 36 60%

Shopping mall
18%

Retail shop
22% Market
60%

Interpretation:-

from the above bar graph show that 60% of people said that they were buy
soft drink from the market, 22% of people said that they were buy soft drink

54
from the retail shop and at last 18% people said that they were buy soft drink
from the shopping mall.

3.8 Satisfaction on the Price of Prefer Products

TABLE 3.8

SR.NO OPINION NO.OF RESPONDENTS PERCENTAGE

1 Neutral 20 33%
2 Highly satisfied 15 25%
3 Not satisfied 5 8%
4 Satisfied 20 34%

Not
satisfied
8%
Satisfied
34%
Highly satisfied
25%

Neutral
33%

Interpretation :-

55
From the above bar graph show that 34% of people said that they were
satisfied with the price of preferring product, 33% of people said that they
were neutral with the price of preferring product, 25% of people said that they
were highly satisfied with the price of preferring product and at last 8% of
people said that they were not satisfied with the price of preferring product.

3.9. The Most Attractive Soft Drink Advertisement Is:-

Table 3.9

Sr.no Opinion No.of respondents Percentage

1 Mountain Dew 11 18%
2 Fanta 8 14%
3 Sprite 6 10%
4 7 up 2 3%
5 Thumps up 3 5%
6 Miranda 1 2%
7 Pepsi 15 25%
8 Coca-cola 14 23%

56
 Mirinda
Sales 2%
7up Thums up
3% 5%

Pepsi
Sprite 25%
10%

Fanta
14%
Coca- cola
Mountain Dew 23%
18%

Interpretation :-

From the above bar graph show that 25% percentage of the people said that
they were attractive soft drink with preferring the test, 23% of the people said
that they were coco-cola with the taste of the preferring products 2% of the
people said that they were Miranda with the taste of the preferring products,
5% of the people said that they were thumps up with the taste of the
preferring products, 3% of the people said that they were 7up with the taste of
the preferring products, 10% of the people said that they were spirit with the
preferring products, 14% of the people said that they were Fanta with the
taste of the preferring products, 18% of the people said that they were
mountain dew with the taste of the preferring products.

3.10. Which Celebrities Endorsement Liked Most

Table 3.10.

57
 Sr.no Celebrities Name Who No of Percentage
Advertise Soft Drinks respondents
1 Ranbir kapoor- Coca-cola 30 50%
2 Salman khan, Desha 25 41%
patani– Pepsi
3 Katrina kaif --Slice 4 7%
4 Aditi rao - maaza 1 2%

Column1
35 Ranbir kapoor-
Coca-cola, 30 Salman khan,
30 Desha patani–
Pepsi, 25
25

20

15

10
Katrina kaif --Slice ,
4
5
Aditi rao - maaza, 1
0
Ranbir kapoor- Coca- Salman khan, Desha Katrina kaif --Slice Aditi rao - maaza
cola patani– Pepsi

From the above bar graph show that (50%) people like Ranbir kapoor for
endorsement, (25%) people like Salman khan for endorsement, (4%) people
like Katrina kaif for endorsement and (1%) people like Aditi rao for
endorsement.

58
CHAPTER-4
FINDINGS

59
4.1 FINDINGS:-

• The majority of the respondents are doing their shopping by weekly

purchase.
• The majority of the respondents are doing planned purchase.
• The majority of the respondents are buying soft drinks for family use.
• The majority of the respondents are consuming Cola drinks and Mango
drinks.
• The majority of the respondents are looking taste while buying soft
drinks.
• The majority of the respondents prefer Coca cola in Cola drinks
category.
• The majority of the respondents prefer Slice in Mango drinks category.
• The majority of the respondents are buying soft drinks in the view of
test.
• They stated that taste of all Coca Cola products were good.
• The majority of the respondents buying pattern are at the time of Offers.
• The majority of the respondents are purchased below 5litres for their
particular occasion.
• The majority of the respondents are buying soft drinks from
Supermarkets.
• The majority of the respondents prefer Coca cola products for Quality.
• The majority of the respondents are satisfied with the price of all Coca
cola products.
• They stated that Coca Cola advertisement were good.
• The majority of the respondents are attracted for Coca cola
advertisement in the Cola drinks category.

60
• The majority of the respondents are purchasing the Coca cola products
after watching the advertisement.

61
 CHAPTER-5
CONCLUSION, SUGGESTION, RECOMMENDATION

62
5.1 CONCLUSION
The Sampling activity was a good first step into the area of Marketing and
Sales. A good understanding of the market was accomplished as around 60
people were spoken. This even helped in the polishing of communication
skills, a must-have to survive and make it big in the present world. It even
gave a good understanding of behaviour of consumers when placed in different
situations. It was a good opportunity to work on the skill of patience, as a
large number of customers. It helped in developing the kind of relations one
needs to uphold in the corporate world and it helped in building up the right
attitude. As all the points in the above mentioned paragraph, are the must-
have skills for anyone in the field of Marketing and Sales, the project period
was a good experience and a good stepping stone into the real business world.

5.2 SUGGESTION:-

• The company must concentrate on creating awareness for Lima, Sprite

and Minute maid which are not preferred by consumers as a prefer more
familiar brands Coca Cola and Maaza
• The taste of Minute maid products was perceived to be poor by
consumers. Hence company should consider improving the taste of all
the variants of Minute maid.
• Most of the consumers said that all the Coca Cola products are not
available in Grocery shops. Hence company should focus on improving
the distribution of products to these outlets.

63
• As per the respondents opinion the advertisement of Coca Cola are not
as attractive as that of its competitor. So they need to make their
advertisement more appealing to the target buyers.

64
 CHAPTER-6
BLANK QUESTION YEAR

65
Q-1) Which Soft Drink Does You Prefers?
a) Coca-Cola
b) Pepsi
c) Spirit
d) Fanta
e) Mountain Dew
f) 7up
g) Thumps Up
h) Miranda

Q-2) Please Gives Your Rating For Which Soft Drink To You Like?
a) 1
b) 2
c) 3
d) 4
e) 5

Q-3) Reasons for Shopping?

a) Monthly Purchase
b) Weekly Purchase
c) Daily Purchase

Q-4) Uses of Soft Drinks?

a) Family Use
b) Personal Use

Q-5) INFLUENCES ON PURCHASE?

a) Taste

66
 b) Brand Name
c) For Discount
d) For Promotion

Q-6) Buying Pattern?

a) Festival
b) Party
c) For Birthday
d) No Specific Reason
e) Offers

Q-7) Quantity Purchases?

a) Below 5 Litres
b) 5-10 Litres
c) 11-15 Litres

Q-8) Place of Purchase?

a) Market
b) Retail Shop
c) Shopping Mall

Q-9) Satisfactions On The Price Of Prefer Products?

a) Highly Satisfied
b) Satisfied
c) Natural
d) Not Satisfied.

67
Q-10) The Most Attractive Soft Drinks Advertisement Is?
a) Coca-Cola
b) Pepsi
c) Sprite
d) Fanta
e) Mountain Dew
f) 7up
g) Thumps Up
h) Miranda

Q-11) what kind of purchase is it usually?

a. Planned purchase.
b. Impulse purchase.

Q-12) which cola drinks advertisement attracts you most?

a) Coca-cola
b) Spirit
c) Thump up
d) Pepsi
e) 7 up
Q-13) which age of people is most buying soft drink?
a) 15-20age
b) 21-25age
c) 26-30
d) 31-36age
e) 36-40age
f) above 41year

68
Q-14) which of celebrities endorsing Coca-Cola products do you like?
a) Amir khan
b) Vijay
c) Katrina kaif
d) Salman khan
e) Karina kapoor.
Q-15) what do you look for when you buy a soft drink?
a) Brand
b) Taste.
c) Offer

69
BIBLIOGRAPHY:-
• https://en.wikipedia.org/wiki/Philip_Kotler
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patterns-types-segmentation/
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1200ml/dp/B01J7VT5G2
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15014210230.html
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l-bottle/
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webster.com/dictionary/selection#:~:text=1%20%3A%20the%20act%20or%
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p

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• https://www.google.com/search?sxsrf=ALeKk011iocKYfUAP4bMpCaRbq_3
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2ahUKEwjk-
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71