PROJECT TITLE

CONSUMER BEHAVIOR ON SOFT DRINKS

AT
PEPSI CO PVT LTD

CONTENTS

page no

CHAPTER-I
INTRODUCTION
Need for the study
Objectives of the study
Research methodology
Scope of the study
Limitations of the study
CHAPTER-II
COMPANY PROFILE
CHAPTER-III
THEORETICAL BACKGROUND ABOUT THE TOPIC
CHAPTER-IV
DATA ANALYSIS
CHAPTER-V

 CONCLUSIONS
SUGGESTIONS
QUESTIONNARE
BIBLIOGRAPHY

CHAPTER-I
INTRODUCTION

INTRODUCTION
Need for the study

With the economic liberalization in India a number of global companies have

been coming forward to invest in India and tapping perhaps and world's biggest
growing market. As the floodgates have been opened up for Multinational
Companies, the global giant Pepsi co also decided to make an entry into the
Indian market. In India, the per capita consumption of soft drinks is at rock
bottom level even less than our neighbouring countries Pakistan and
Bangladesh, where it is four times as much.
The last summer was particularly sweltering one, with temperatures hitting the
high 40's in some places yet; bottles were disappearing from shelves faster than
they could be replaced. In the peak season, they found themselves short of
capacity and having to turn around their trucks faster and faster to slake the
greater Indian thirst.
With growth rates zooming into the double digits, bottlers have been propelled
into expanding capacities. With their big-time plans, the multinationals have
changed the face of this business, long dominated by small-time businessmen. If
demand continues to increase annually at an average of 20 percent, then
volumes could reach one billion cases within ten years.
These arc ambitious targets and to reach them the Pepsi makers will have to
build capacity, infrastructure, make their bottlers more available and more
affordable. There are 5. 00,000 retailers stocking soft drinks in India. Also, soft
drinks which retail at any where between Rs.9.00 and Rs.12.00 are expensive
when measured against purchasing power.

As they concoct their strategies, keeping an eye on each other all the time,
ultimately there's only one guy they have to watch out for, who will determine
their fortunes: the consumer. The real race to quench his thirst has just begun

Objectives of the study

To study about the consumer preference with regard to soft drink

To study about the consumer perception with regard pepsi co.
To understand the Promotional Strategies
To find out the medium which is most effective in reaching the
consumers?

Research methodology

Data will be collected from a sample size 1000 and distributed over different
areas by using simple Random Sampling. Random Sampling consists of
1. Demographic Segmentation
2. Sociocultural Segmentation
3. Use-Related Segmentation
4. Use-Situation Segmentation

Analysis
1. Data Analysis is done both qualitatively and quantitatively.
2. The analysis is presented pictographically using bar graphs

Scope of the study

The new economic policies of the Govt. of India adopted in the mid eighties
were given further impetus by the early nineties. The Indian market has
undergone considerable changed as a direct consequence of many of these
policies and soft drink industry is no exception to this.
Keeping the above - mentioned perspective in the background, the researcher
has selected soft drink market, since the marketing task his became more
challenging and intensive competition has opened up new vistas.
Companies are evolving marketing strategies by studying the demands of the
market place increasingly penetrating into appropriate market segments
introducing differentiated products to improve their market share. The soft drink
market has achieved an accelerated growth in the past decade.
Soft drinks include ail types of non - alcohol carbonated flavored or otherwise
sweetened beverages. The entry of and Coca - Cola the reentry of Pepsi in the
India market arc inevitably facing stiff competition but the ultimate winner is
customer/consumer. This has led the researcher to study me perception of
consumers towards different brands of soft drinks and to gauge out the
promotional strategic being adopted by the marketers to lure promiscuous
buyers and win a larger share in the markets.

The pepsi wars are intensifying and bringing manifold changes in the soft drink
industry. The researcher has conducted a detailed survey, interpreting the
responses to study the perception of the consumers. Now the people with
changing life styles and increase in income levels have made the soft drink a
common man drink. Liven through the existing system of marketing of soft
9

drink has not tapped such a big market in the interiors of the country specially
the rural areas, as marketing in the suburban and rural areas is developing
slowly. Despite the soft drink industry is growing at a very healthy pace and
stands at 18% per annum. The market for cool drinks comprises of adults in the
35 years age group who are largest consumers of the soft drink in the country
followed by young adults in the age group of 15-25 years and children in the
age group of 614 years hence, companies must develop their product and
marketing slraleiues to suit their needs.

10

Limitations of the study

1. The study is conducted with in the confines of the twin cities
2. The study made use of both the primary and secondary sources of
information. The accuracy and authenticity of statistics depends of the accuracy
of the second source itself. Therefore, the limitation of the secondary source is
also bound to be present in the analysis too.
3. In spite of all the care taken to translate the feelings and opinions of the
respondents, the errors might creep into the study, may be because of the reason
that consumers may fail to articulate their feelings properly.
4. Due to lack of time and finances, the sample size is confined to hundred only.
The method adopted for sampling is convenient. Therefore, size and method
implications are bound to be present in the findings. Hence, the findings cannot
be taken for granted for generalization for the whole population. Study is
confined to consumers belonging to age group between 20 --- 25 years

11

CHAPTER-II
COMPANY PROFILE

12

COMPANY PROFILE

ABOUT PEPSICO COMPANY

PepsiCo is a world leader in convenient foods and beverages, with 2004

revenues of more than $29 billion and 153,000 employees. The company
consists of Frito-Lay North America, PepsiCo Beverages North America, North
America, PepsiCo International and Quaker Foods North America. PepsiCo
brands are available in nearly 200 countries and territories and generate sales at
the retail level of about $78 Billion.
Many of PepsiCos brand names are more than 100 years old, but the
corporation is relatively young. PepsiCo was founded in 1965 through the
merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in1998 and
PepsiCo merged with Quaker Oats Company including Gatorade in 2001.
PepsiCos Mission
To be the worlds premier consumer Products Company focused on
convenient foods and beverages. We seek to produce healthy financial rewards
to investors as we provide opportunities for growth and growth and enrichment
to our employees, business partners and the communities in which we operate.
And n everything we do, we strive for honesty, fairness and integrity.
PepsiCos World Headquarter
PepsiCos

world Headquarter is

located in

Purchase, New

York,

approximately 45 minutes from New York City. The seven building

13

headquarters complex was designed by Edward Durrell Stone, one of

America foremost architects. The building occupies 10
acres of a 144 acre complex that includes the Donald M. Kendall Sculpture
Gardens, a world acclaimed sculpture collection in a garden setting.
PEPSI THE INDIAN SCENARIO
Since the entry of Pepsi Cola to India in 1989, the soft drink industry has
under gone a radical change. When Pepsi-Cola entered Indian market, Parle
was the leader with the Thumps-Up being its flagship brand.
Other products offering by Parle included Limca & GoldSpot, another
upcoming player in the market was, the erstwhile bottler of Coca-Cola, Pure
Drinks. Its offering includes Campa-Cola, Campa-Lemon & Campa-Orange.
With the re-entry of Coca-Cola in the Indian market, Pepsi-Cola had to go in for
more aggressive marketing to sustain share. The chronology of the initial phase
of the Cola Wars in India are

1977 Milestone
Parle launched Thumps-Up and pure drinks launched Coca-Cola.

1990 Milestone
In March, Pepsi-Cola and 7-Up launched markets in north India.
In May, the Government cleared the Pepsi-Cola project again but with a
change in brand name to Lehar Pepsi, simultaneously it rejects the CocaCola application Citra from the Parle, stable hited the market.

1991 Milestone
Pepsi-Cola extended its soft drinks business and reached at national scale.
Pepsi-cola launched its product in Delhi and Bombay.

14

1992 Milestone
In January, Brito Foods application is cleared by the FIPB. Pepsi-Cola
and Parle start initial negotiation for a strategic alliance but took break off after
a while.

1993 Milestone
Pepsi-Cola launched Slice & Teem captured about 25-30% of the soft
drink market in about 2 years.

1994 Milestone
Pepsi bought Dukes & Sones.

1995 Milestone
Pepsi-Cola lunched Cans, having capacity of 330ml in various flavours.

1996 Milestone
Pepsi-Cola domestic and International operations combined into a PepsiCola Company. International and Domestic operations combined into one
business unit called Frito-lay Company.

1997 Milestone
Pepsi-Cola brought Mirinda Orange Opposite to Fanta.

1998 Milestone
Pepsi-Cola launched Mirinda Lemon opposite to Limca. In September,
final approval for the Pepsi Foods Ltd. Project granted by the Cabinet
Committee on economic affairs of the Rajeev Gandhi Govt.

1999 Milestone
15

Pepsi-Cola launched Diet Pepsi can and 1.5 Lit. PET bottle for
health conscious people.

2001 Milestone
Pepsi-Cola launched Slice in Tetra Pack .

2003 Milestone
Pepsi-Cola launched Pepsi Blue to get the favour of world cup season.

2005-Milestone
Pepsi-Cola launched Mirinda in Straw Berry flavour to get the favour of
movie Batman.

2005-Milestone
Pepsi-Cola launched 7-up as 7-up ice. Pepsi-Cola launched Mountain Dew
to be more competitive with Coca-cola.

CELEBRITIES FOR PEPSI

Following are some celebrities for Pepsi : Amitabh Bachchan

Shahrukh Khan
Saif Ali Khan
Fardeen Khan
Kareena Kapoor
Preity Zinta
Sachin Tendulkar
Saurav Ganguly
Yuvraj Singh
16

 Harbhajan Singh
Rahul Dravid
Zaheer Khan
Priyanka Chopra

FAMOUS CATCH LINES

Some famous lines of Pepsi are : Yehi Hai Right Choice BabyAaha !!
Nothing Official About It
Choice of Next Generation
More Cricket More Pepsi
Yeh Aazadi Hai Dil Ki
Yeh Dil mange More
Zor Ka Jhatka Dheere Se Lage
Pepsi Ke Liye Hum Besharam Hain
Yeh Pyaas Hai Badi
Do The Dew
Oye Bubbly !!

Different Brands of Pepsi Co.(India)

Pepsi Co is today having the soft drinks market in India with lots of its brands.
They have also diversified into different sectors. Their popularly exiting brands
in the Indian Market are as follows:

Soft Drinks
1) Pepsi
17

2) Pepsi Blue
3) Diet Pepsi
4) Mountain Dew
5) Slice
6) 7Up

Purified Drinking Water

Aquafina

Fruit Juice
Tropicana

Chips
Frito-Lays
Ruffles

18

1.2 PROBLEMS OF THE ORGANIZATION

Service delivery / Logistics perception is weak
Negative Environment
Top management takes large amount of time to approve high value loan
borrowers.

1.3 COMPETITION INFORMATION

COCA-COLA INDIA PVT LTD
DABUR INDIA LTD
MOUNT EVEREST MINERAL WATERS LTD
NARANGS HOSPITALITY SERVICES PVT LTD
PARLE AGRO PVT LTD
PARLE BISLERI LTD
PIOMA INDUSTRIES LTD

19

CHAPTER-III
THEORETICAL BACKGROUND ABOUT THE
TOPIC

20

THEORETICAL BACKGROUND ABOUT THE TOPIC

Consume r Behaviour, The Marketing Process and Models of Consumer
Decision-making Psychological influences: the consumer as an individual
Perception, motivation, learning, attitudes, attitude change and persuasive
communications

Social and cultural influences:

the consumer as a group member. Group influence and opinion leadership;
reference group influence; social class and economic influences, lifestyles,
ethnic, religious, age and regional groups

The consumer as a decision maker

Individual decision-makin g, demographics and household decision making;
personality, self-concept and sex roles, purchase and post-purchase "Some
issues that arise during stages in the consumption process" Consumer's
perspective

21

CONSUM ER BEHAVIOUR

"A model in this context is a representation of Consumer Behaviour. The aim is

to provide a simplified portrayal of consumer processes to aid our description,
explanation and control of buying behaviour".
Types of consumer behaviour models:
Black Box models
Personal variable models
Personal
Engel, Blackwell and Minored
Howard-Sheath
Nicosia
Perhaps the most useful set of categories is that of low, medium or high level
models. In this case the level refers to the level of complexity - so a low level
model would be a relatively simple representation of the phenomenon while a
Simple models high level model of the same event would be much more
complex and detailed and include more variables.

In the marketing context the modeling approach has two key objectives:
1. description, explanation, prediction (and ultimately control of consume
behaviors) and/or
2. Aiding researchers in their task of developing 'better' hypotheses and theories
about the relationships and processes involved in consumer behaviour Models
22

can be evaluated against their ability to satisfy either or both of these objectives.
Study on Consumer Behaviour

23

SIMPLE MODELS OF CONSUM ER BEHAVIOUR

Lower level or simple models, in contrast, fall into three broad categories black box models, decision process models and personal variable models. Black
Box models - do not consider internal variables. They focus on inputs and
outputs without concerning themselves with the intervening mental processes,
which might determine the outcomes.

Decision process models - attempt a simple description of the stages consumers'

progress through in reaching purchasing decisions. Most are variations on the
classic problem solving/decision making process of: Define problem generate
alternative solutions - evaluate alternatives - decide - implement monitor. These
approaches give a sound basis for marketers seeking to devise strategies that are
appropriate for each stage. Inevitably they are not strong on explanation or
prediction without considerable elaboration, which makes them, falls into the
comprehensive model category.

Personal variable models - the personal variable models omit external variables.
So these models focus on the mental processes of decision-making - internal
elements and processes such as perception, motivation, beliefs and values. One
classic example of the personal variable model is the fisheye model,
summarized as A, = B, o,
Where A0 = the attitude towards object o8, = the strength of belief about o a, =
the evaluation aspects of 6 n = the number of beliefs Study on Consumer
Behaviour

24

Individual Determinants of Consumer Behaviors

Psychological

Factors

Influencing

The

Buying

Decision

Process

"Psychological factors operating within individuals partly determine people's

general Behaviour and thus influence their behaviour as consumers.

The primary psychological influences on consumer behaviour are:

Perceptions
Motives
Ability and knowledge
Attitudes
Personality

Even though these psychological factors operate internally, it will become

apparent that consumers are also very much affected by social forces outside the
individual"

25

CONSUMER BEHAVIOUR: LEARNING AND MEMORY

Learning is a change in behaviour that is caused by experience. Learning can
occur through simple associations between a stimulus and response, or via a
complex series of cognitive activities Behavioral learning theories assume that
learning occurs responses to

Classical conditioning occurs when a stimulus that naturally elicits a response

(an unconditioned stimulus) is paired with another stimulus that does not
initially elicit this response. Over time, the second stimulus (the conditioned
stimulus) comes to elicit the response as well Study on Consumer Behavior
This response can also extend to other, similar stimuli in a process known as
stimulus generalization. This process is the basis for such marketing strategies
as licensing and family branding, where a consumer's positive associations with
a product are transferred to other contests
Operant or instrumental conditioning
Occurs as the person learns to perform behaviour that produce positive
outcomes. While classical learning to other contexts, outcomes and avoid those
that result in negative conditioning involves the pairing of two stimuli,
instrumental occurs when reinforcement is delivered following a response to a
stimulus. Reinforcement is positive if a reward is delivered following a
response. It is negative if a negative outcome is avoided by not performing a
response. Punishment occurs when a response is followed by unpleasant events.
Extinction of the behaviour will occur if reinforcement is no longer received.

26

Cognitive learning occurs as a result of mental processes. For example,

observational learning takes place when the consumer performs behaviour as a
result of seeing someone else performing and being rewarded for it.
Memory refers to the storage of learning information. The way when it is
perceived determines how it will be known as sensory memory, role in retaining
information is encoded stored in memory. The memory systems short-term
memory, and long-term memory each play a and processing information from
the outside world.
Information is not stored in isolation: it is incorporated into knowledge
structures, where it is associated with other related data. The location of product
information in associative networks and the level of abstraction at when and
how this information will influence the likelihood of salience (or which it is
coded, help to determine be activated at a later time. Some factors that retrieval
include the level of familiarity with an item, its prominence) in memory, and
whether the information was presented in pictorial or written form.

27

Products also play a role as memory markers: they are used by consumers to
retrieve memories about past experiences (autobiographical memories) and are
often valued for their ability to do this. This function also contributes to the use
of nostalgia in marketing strategies. Memory for product information can be
measured through either recognition or Recall techniques. Consumers are more
likely to recognize an advertisement if it is presented to them than to recall one
without being given any cues." (See Solomon 1994 137-138) Learning theories.
Marketing and Involvement

Theory Examples of low involvement Examples of high involvement Free

sample of hair shampoo delivered Faced with mounting debts, individual
through front door and stored in responds to advertisement offering bathroom.
When usual shampoo runs to solve the problems with a single out, trial pack is
used, found acceptable loan. Learns the cost of borrowing and purchased (or
not).From loan sharks.
A positive emotional response is the generation of higher-order Generated by
the use of a particulate conditioning allows the customer to Classical pop tune.
This becomes associated have positive feeling about a Conditioning with a
product, even though the product, which may be more person alternatives, does
not consciously pay expensive than e.g. attention to the advertising luxury
goods.
A common brand of baked beans id Clothes purchased and worn give Operant
purchased. They taste 'OK 1 . The rise to numerous complements, conditioning
consumer continues to purchase that Further cloths of the same label are brand
bought.
An individual learns that Amstrad Keen cooks learn about various Iconic rote
makes personal computers without makes of kitchen knives by careful learning
28

ever consciously focusing on PCs or reading of Study on advertisements with

they Amstrads advertisements find enjoyable Consumer Behaviour

The Guardian' unavailable at Commuter, distressed by daily Insight newsagents

when on holiday, difficulties with parking decides to learning Customer buys
'the Independent' purchase mountain bike to solve the instead problem
Consumer spots 'low salt, low sugar' Consumers as a family, having won Latent
beans on the supermarket shelf, the pools, decide that they can now learning
Remembers healthy eating afford their 'dream car. Choose advertisements and
purchases tin model they have always wanted A child learns parental roles by
Individual observes reaction to a Vicarious observation but without really friend
s new style sutt before deciding learning thinking about it to purchase Car taken
to garage for service. Commuter finds level of smoke Customer offered a new
higher-Experimental pollution on upper deck of bus too powered model to use
for the day-learning offensive to tolerate and decides to Impressed by the car,
the consumer travel on lower deck decides to move up the range when the time
comes to change car. Consumer Decision Processes The most common,
everyday problem solving sequence is:

In the marketing context, Engel, Blackwell and Minored suggest that this
becomes:
S Information search S Evaluate alternatives S Purchase and Outcomes
Stage I: Information Search The first step in this stage is often internal
memory search to establish whether the individual possesses enough
information about the available options to make a decision without further
action. In low involvement consumer decisions this may often be the case, but
29

external search is more usual with high involvement purchases. Opinion

leadership and word-of-mouth communication will be significant at this stage,
as well as the more formal marketing and advertising messages. Similarly, past
learning, stored in the memory system, is shown to be a significant source even
in extended problem solving situations. The information search stage is also
affected strongly by individual differences and environmental factors e.g. the
traits and orientation of some individuals means that they have the personality
characteristic of caution - such people will tend to conduct extensive and
detailed information search. Similarly families and reference groups are likely
to make significant contributions to the amount and style of search conducted.
Many of our decisions are often made on less than complete information.
The important point is that the purchaser feels that enough information has been
gathered. Study on Consumer Behavior

In the light of the differences between high and low involvement purchasing,
the perception of the value of continued search is likely to be significantly
higher in high involvement decisions.
The external search is dominated by marketing messages and the information so
gathered should be fed into the memory system via processes similar to the
research on Perception:

Exposure Attention
Comprehension
Acceptance
Retention

30

Stage 2: Alternative evaluation "Humans are apparently so constituted that

they cannot refrain from evaluating, judging, appraising or valuing almost
everything that comes within their purview". Note the importance of the role of
criteria in the process of evaluation - the obvious criterion for a purchasing
decision is 'did it achieve its objective?' However a number of sub issues are
involved here: What objective? It is likely that we have multiple objectives.

Internal or external outcomes?

These possibly conflicting objectives can be seen as being internal or external
to the decision-making unit - we may satisfy our family but not impress our
friends.

When should we measure outcomes?

Here we may be looking at the difference between first impressions and longerterm satisfaction Do

we look for unexpected outcomes?

The criteria we use stem from our values, beliefs, attitudes and intentions.
However it is not unusual for people to seek a single measure that will pin down
the payoffs required. Satisfaction is affected by a number of factors motivation, values, expectancy, and self-image - so a variety of criteria may be
necessary against which to judge the effectiveness of our purchase. The reality
appears to be that people adopt some form of compensation strategy in which a
perceived weakness in one attribute can be offset by strength in others.

31

"Alternative evaluation represents the decision-making stage in which

consumers evaluate alternatives to make a choice. During this stage consumers
must

Determine the evaluative criteria to use for judging alternatives

Decide which alternatives to consider

Assess the performance of considered alternatives

Select and apply a decision rule to make the final choice.

1) Determine the evaluative criteria to use for judging alternatives

Consumers may employ a number of different evaluative criteria,
including: price, brand name and country of origin, in making their
decision. These criteria will usually vary in their relative importance or
salience. Price may be a Dominant dimension in some decisions and yet
rather unimportant in others. The salience of evaluative criteria depends
on a host of factors: e.g. situational, product and individual factors.

2) Decide which alternatives to consider Consumers must determine the set

of

alternatives from which a choice will be made (that is, the consideration

set).

(3) Assess the performance of considered alternatives Consumers may also

rely on their existing knowledge for judging how well alternatives Perform
along the salient evaluative criteria. The cutoffs or ranges of acceptable values
That consumers impose for evaluative criteria will strongly determine whether a
given Alternative is viewed as acceptable. Study on Consumer Bead four
32

(4) Select and apply a decision rule to make the final choice Finally, the
strategies and procedures used for making the final choice are called decision
rules. Decision rules vary considerably in their complexity. Another important
distinction is between compensatory and no compensatory decision rules. Noncompensatory rules, such as lexicographic, elimination by aspects, and
conjunctive do not permit product strengths to offset product weaknesses. In
contrast compensatory rules do allow product weaknesses to be compensated by
product strengths.

Non-compensatory rules: Lexicographic under this decision strategy, brands

are compared on the most important attribute. If there is a tie, then the second
the most important attribute is considered; whilst ties continue, then
comparisons continue down the list of attributes in order of importance.
Elimination by Aspects: Very similar to lexicographic procedure. As before,
brands Are first evaluated on the most important attribute. Now, however the
consumer Imposes 'cutoffs' e.g.' must be under 2'; 'must be at least nutritious'.
If only one brand meets the cutoff on the most important attribute it is chosen. If
several brands meet the cutoff, then the next most important attribute is selected
and the process continues until the tie is broken.
Conjunctive: Cutoffs are also important for the conjunctive decision
procedure. Cutoffs are established for each salient attribute. Each brand is
compared, on at a time Against this set of cutoffs. Processing by brand is
required. If the brand meets the cutoffs For all attributes, then it is chosen.
Failure to meet the cutoff for any attribute leads to In contrast compensatory
rules do allow product weaknesses to be compensated by Product strengths.
There are two types of compensatory rules: simple and weighted additive. Study
onConsum er Behaviour
33

1. Simple additive: here the consumer simply counts or adds the

numberoftimes each alternative is judged favorably in terms of the set of
sailevaluativecriteri. The alternative having the largest number of positive
attributes is chosen.

2. Weighted additive: a more complex form of the compensatory rule. The

consumer engages in more refined judgments about the alternatives'
performances simple whether it is favorable or unfavorable. The relative
salience of relevant evaluative criteria is also incorporated into the
decision rule. In essence, a weighted additive rule is equivalent to the
multiattribute attitude models

34

Phased decision strategies: These involve the sequential use of at least two
different decision rules as a means of coping with a large number of choice
alternatives. Phased strategies typically consist of a two-stage process. In the
initial stage, one type of rule is used as a screening device to help narrow down
the choice set to a more manageable number. A second decision rule is then
applied to the remaining alternatives to make the final choice.

Significance of Consumer Behaviour: The study of Consumer Behaviour is

the study of how individuals make decisions to spend their available resources
(time, money, effort) on consumption related items. It includes the study of
What they buy
Why they buy it
When they buy it
Where they buy it
How often they buy it
How often they use it

35

Study on Consumer Behavior

Consumer Behavior focuses on how and why consumers make decisions to buy
goods and services. Consumer Behaviour research goes far beyond these facets
of consumer behaviour and encompasses all of the behaviour that consumers
display in searching for. Purchasing, Using, Evaluating and Disposing of
products and services that they will satisfy their needs
Definition of Consumer Behaviour: Consumer behaviour is defined as
activities undertake when obtaining, consuming, and disposing of products and
services. Simply stated, consumer behaviour has traditionally been thought of as
the study of "Why people buy". With the premise that it becomes easier to
develop strategies to influence consumers once a marketer knows why people
buy certain products or brands.
Consumer behaviour also can be defined as a field of study, focusing on
consumer activities. As the study of consumer behaviour has evolved, so has its
scope.
Historically, the study of consumer behaviour focused on buyer behaviour or
"Why people buy". More recently, researchers and practitioners have focused
on Consumption analysis, why and how people consume in addition to why and
how they buy. Analysis of consumption behaviour represents a broader
conceptual framework than buyer behaviour does because it includes issues that
arise after the purchase process occurs. There are several activities included in
the definition of consumer behaviour - obtaining, consuming, and disposing.

Obtaining: It refers to the activities leading up to and including the Purchase or

receipt of a product.

36

Consuming: It refers to how, where, when and under what circumstances

consumers use products.
Disposing: It includes how consumers get rid of products and packaging. Slav
on Consumer Behaviour

37

CHAPTER-IV
DATA ANALYSIS

38

DATA ANALYSIS
1. A question was asked to the consumers whether they consume soft drinks or
not and the following are the results.

ATTRIBUTES

NO

OF No.

OF

RESPONDENTS

RESPONDENT S

YES

95

95%

NO

05

05%

OF

YES
NO

The above table depicts that 95% of the consumers consume soft drinks.

39

A question was asked to the consumers to know how often they consume
ATTRIBUTES

No.

OF % OF RESPONDENT

RESPONDENTS

Daily

32

34%

Twice in a week

43

45%

Once in a week

13

14%

Once in a month

07

07%

DAILY
TWICE A DAY
ONCE IN A WEEK
ONCE IN A MONTH

The above table depicts that 45% of the consumers consume soft drink twice in
a week and the major percentage of consumers consume soft drink daily.

40

3. A question was asked to the consumers that about their favourite soft
drink and the following are the results.
ATTRIBUTES

No.

OF

RESPONDENTS

OF

RESPONDENT

Coca-cola

14

15%

Thums up

25

36 %

Sprite

33

35%

pepsi

12

03%

7 up

02

02%

dew

03

03%

0ther

06

06%

coca-cola
thums up
sprite
pepsi
7 up
dew
other

The above table depicts that 36% of the Consumers consume ThumsUp, 35% of
the Consumers consume Sprite, 15% of Consumers consume Coca-Cola.

41

4. A question was asked to the Consumers whether the product price is

Affordable or not and the following are the results.
ATTRIBUTES

No.

OF % OF RESPONDENTS

RESPONDENTS
Affordable

71

75%

Costly

12

13%

Lesser

06

06%

Can't say

06

06%

no of respondent

affordable
costly
lesser
can't say

The above table depicts that 75% of respondents can afford, 13% of respondents
feel the product is costly, 6% of the respondents feel the product is less costlier
than it should be. 6% of the respondents cannot say about the product price.

42

5 A question was asked to the Consumers about (he reasons for preferring
The drink and following are the results.
ATTRIBUTES

No.

OF % OF RESPONDENTS

RESPONDENTS
TASTE

38

40%

QUENCHING THIRST

09

09%

STRONG

11

13%

GAS CONTENT

09

09%

OTHER

28

29%

no of respondent

taste
quenching thirst
strong
gas content
other

The above table depicts that 40% of the Consumers consume the product
preferring the Taste, 09% of the consumers consume the product to quench the
thirst and 09% of the consumers consume the product for its gas content.

43

6 A question was asked to the consumers about the role of flavour in the
Product promotion and following are the results.

ATTRIBUTES

No of respondent

% of respondent

Efficient

50

53%

Very Efficient

11

35%

Neither Efficient

07

07%

Inefficient

05

05%

no of respondent
efficient
very efficient
NEITHER EFFECTIVE NOR
INEFFECTIVE
inefficient

The above table depicts that 53% of the consumers feel the flavour is efficient,
35% of the consumers feel the flavour is very efficient, 7% of the consumers
feel the flavour is neither efficient nor inefficient, 5% of the consumers feel the
flavour is inefficient.

44

7. A question was asked to the Consumers about their opinion on packaging of

the product and the following are the results.

ATTRIBUTES

NO OF RESPONDENT

% OF RESPONDENT

VERY GOOD

14

15%

GOOD

71

74%

NEITHER GOOD NOR 10

11%

BAD
BAD

00

00%

NO OF RESPONDENT

Very Good
Good
NEITHER GOOD NOR BAD
BAD

45

8. A question was asked to the consumers about the impact on Product

Promotion and following are the results.

ATTRIBUTE

NO OF RESPONDENT

% OF RESPONDENT

VERY EFFECTIVE

24

25%

EFFECTIVE

51

54%

NEITHER EFFECTIVE 13

14%

NOR INEFFECTIVE
INEFFECTIVE

07

07%

no of respondent
efficient
very efficient
NEITHER EFFECTIVE NOR
INEFFECTIVE
inefficient

46

9. A question was asked to the consumers about the product availability and the
following are the results.

ATTRIBUTES

NO OF ESPONDENT

% OF ESPONDENT

WITH IN THE REACH 72

75%

SO FAR

13

14%

DIFFICULT TO GET

10

13%

NO OF ESPONDENT

WITH IN THE REACH

SO FAR
DIFFICULT TO REACH

47

10. A question was asked to the consumers about the media, which shows
impact on product promotion, and the following are the results.

ATTRIBUTE

NO OF RESPONDENT

% OF RESPONDENT

TV

60

63%

NEWS PAPER

05

05%

HOARDING

14

14%

INTERNET

16

17%

NO OF RESPONDENT

T.V
NEWS PAPER
HOARDING
INTERNET

48

CHAPTER-V
FINDINGS CONCLUSIONS & SUGGESTIONS

49

FINDINGS CONCLUSIONS & SUGGESTIONS

The study undertaken has highlighted certain facts. They are

1. The important factors that influence the purchase decisions for a soft drink is
the taste and flavour.
2. Besides the factors mentioned above the other important factors that
Influence the purchase decisions were found to be advertising and Price.
3. Sales promotion program taken up by the company is also popular Among
the respondents. The product is very much popular for its easy availability

50

SUGGESTIONS
Suggestions have been made based on certain factors as highlighted by the
study.
1. Efficient Promotional activities pertaining to consumers are to be taken up.
2.Company should improve the quality of packaging.
3.Introduction of a new flavour is suggested to make the product promotion
more efficient.
4. It is suggested that the company should increase the usage of Internet for
further Promotional activities.

51

QUESTIONNARE

52

QUESTIONNARE

STUDY ON CONSUMER BEHAVIOUR

1 ) Whether you consume soft drinks or not?
Yes

No

2) How often will you consume soft drinks?

Daily

Once in a week

Twice in a week

3) What is your favourite soft drink?

Coca-Cola
Others

Thums Up
Pepsi

7up

4) Whether the product price is Affordable or not?

Affordable

Costly Laser

Can't say

5) What is the reasons for preferring the drink?

thirst

Content

Others

Gas

6) What is the role of flavour in the Product promotion?

53

 Very Efficient

Neither Efficient Nor Inefficient

Efficient

Inefficient
7)What is your opinion on packaging of the product?
Very Good

Good Neither Good Nor Bad

bad

8) What is the impact on Product Promotion?

Very Efficient

Neither Efficient Nor Inefficient

Efficient

Inefficient

9) What is the product product availability?

With in the reach

So far

Difficult to get

10) What about the media, which shows impact on product promotion?
T.V

Hoarding

Newspaper

Internet

54

Bibliography

55

Bibliography
1) CONSUMER BEHAVIOUR

- Hawkins Best Coney.

2) CONSUMER BEHAVIOUR

- Matin Khan.

WEBSITES WWW.COCA-COLA

56

57