Subject: Consumer Behavior

Topic: Comparative analysis between Pepsi & Coke

Personal Information: (A) Name:___________________________________________________ (B) Address: _________________________________________________ (C) Phone No: 1) Residence:____________ 2) Office: ________________ (D) Age :Between 12-18 Between 18-25 Between 25-40 Above 40 (E) Sex: Male Female 1) Do you have aerated drinks? Yes No 2) How many soft drinks do you consume in a week? a) Between 1-5 b) Between 5-10 c) Above 10 3) Which flavors do u like? a) Cola b) Lemon c) Orange d)Mango e) Others 4) Which brand Comes to your mind? a) Pepsi b) Coke c) Sprite d) 7UP e) Fanta f) Mirinda g) Limca h) Thums UP I) Maaza j) Slice k) Others 5) Which Brand do you prefer? a) Pepsi b) Coke c) Sprite d) 7UP e) Fanta f) Mirinda g) Limca h) Thums UP I) Maaza j) Slice k) Others 6) What according to you is the strength of your brand? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________

7) What motivates you to build loyalty towards a particular brand? a) Brand Ambassadors: 1) Movie Stars 2) Music Stars 3) Sportsmen b) Associations with Sports c) Associations with Eating Joints (e.g. pizza hut, McDonalds) d) Associations with Culture e) Schemes offered f) Advertisement campaigns g) Events carried out h) Friend circle i) Others __________________________________________________ 8) With what would you like to associate your brand with? ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ 9) Which T.V Commercial appeals to you the most and why?(Soft drinks) ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ 10) Which brand according to you has the most effective punch line and why? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ 11) What demotivates you from buying other brands? _____________________________________________________________ _____________________________________________________________ 12) Given a choice between Pepsi & Coke what would you prefer and why? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ 13) Please grade them on the basis of your experiences Pepsi Outstanding Good Average Bad Outstanding a) Taste b) Schemes c) Adds d) Packaging e) Customer Care

Coke Good Average Bad

REASEARCH OBJECTIVES
Objective:

To assess the consumer buying behavior of the targeted audience with respect to aerated drinks.

To assess the awareness level of the target audience with respect to pricing
and promotional schemes of various brands in NCR region.

Also to assess the behavior of the shopkeepers towards the aerated drinks
industry.

RESEARCH METHODOLOGY
Data sources: the data is collected from both primary sources and secondary sources. The primary source of information is collected through survey of 200 people in the entire NCR. The required secondary data is collected from, newspapers, magazines, and pamphlets, trade journals, Information Brochures. The data capturing instrument (DCI) used to collect primary data is the Questionnaire. The DCI consisted of: Open-ended questions Closed-ended questions Multiple choice questions The universe is divided into a sample of 200 respondents. The respondents consisted of : Different age groups Males and females shopkeepers

People from different localities within NCR region.

CONCLUSION
. Soft drink cans which are very convenient, as the consumer can take them anywhere, unlike a bottle, are very expensive retailing from Rs. 25-Rs.30. To increase sale of cans, this price should be brought down. Innovations increase sales of company. for e.g. fountain Pepsi increased sales of Pepsi, Cans increased sales of Coca-Cola. Therefore the companies should constantly come out with innovative ideas. e.g. 300 ml plastic bottles, which the consumer can take with him, unlike the glass bottles, which he has to return. Plastic bottles can even be used again by households for various purposes. It is also recommended that companies should launch soft drink in small pack 150 ml and 100 ml(travel packs for trains) It is seen In India, that people prefer having their drinks with or after food. So Companies should have more commercials, which show people enjoying their drink with a good meal, so that consumers associate drinking soft drinks while having their meals. Companies should try to educate the consumer about the health-related subject. For e.g.: - doctors recommend Limca to patients. Cola drinks are known to be very fattening, but in fact cola drinks contain no calories from fat they contain calories from sugar which can be easily burned off. Companies have to put more and more visi-coolers, counters, ice box etc. to gain more loyalty of shopkeepers. 5

 It is observed that the preference & demand for other flavours is zero, so it is advised that the company should take dramatic steps in promoting them.