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A Study of Increasing Brand Loyalty

With PEPSI
Among Youth of Lahore

By: M. Shoaib Khan MFin-


22
Hammad Naeem MFin-
02
Ghulam Mustafa MPA-
10
M. Usman Butt MKT-
10
Wadood Khan MKT-
14
M. Harris Saeed MHR-
12

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TABLE OF CONTENTS

Description Page #
- INTRODUCTION
- PROBLEM AREA
- LITERATURE REVIEW - SECONDARY DATA COLLECTION
- STATEMENT OF THE PROBLEM
- THEORETICAL FRAMEWORK
- DEFINITION AND LABELING OF VARIABLES
- OBJECTIVES OF THE STUDY
- HYPOTHESES
- STUDY DESIGN
- SIGNIFICANCE OF THE STUDY
- LIMITATIONS AND ASSUMPTIONS
- POPULATION FOR STUDY
- METHOD OF SAMPLING
- SAMPLE DESIGN
- AREA OF THE STUDY
- INSTRUMENTS FOR DATA COLLECTION
- PROCEDURE FOR THE DATA COLLECTION
- DATA ANALYSIS TECHNIQUES
- DATA ANALYSIS AND INTERPRETATIONS
- RESULT SECTION
- SURVEY QUESTIONNAIRE

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INTRODUCTION TO THE PEPSI

THE COMPANY
Pepsi Cola International is world renowned soft drinks brand. It is a very well
organized multinational company, which operates in almost all over the world. They
produce, one of best carbonated drinks in the world. Pepsi is a symbol of hygiene,
quality and service, all over the world. Pepsi is producing Cola for more than 100
years, and it has dominated the world market for a long time. Its head office is in New
York.

PEPSI IN PAKISTAN
The market in Pakistan is surely dominated by Pepsi. It has proved itself to be
the No.1 soft drink in Pakistan. Now a days Pepsi is recognized as Pakistanis National
drink. In 1971, first plant of Pepsi was constructed in Multan, and from their after
Pepsi is going higher and higher.

Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized
brand. Cokes basic strength is its brand name. But Pepsi with its aggressive marketing
planning and quick diversification in creating and promoting new ideas and product
packaging, is successfully maintaining No.1 position in Pakistan. In coming future
Pepsi is also planning to enter into the field of fruit drinks. For this it has marketed its
test mango juice in Karachi for the first time.

When Pepsi was introduced in Pakistan, it faced fierce competition with 7up,
lemon and lime drinks, which was established during 1968, in Multan. Pepsi
successfully introduced its lemon and lime, "Teem" to compete with 7up. After some
years, Pepsi took over 7up, and this enhanced Pepsi's profits and market share. In
Pakistan, Pepsi with 7up enjoys 70% of the market share where as the coke just has
20% market share.

Pepsi is operating in Pakistan, through its 12 bottlers all over Pakistan. These
bottlers are Pepsi's strength. Pepsi has given franchise to these bottlers. Bottlers,
produce, distribute and help in promoting the brand. Pepsi is also launching its fast
food chain i.e., "Kentucky Fried".

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THE INTRODUCTORY SECTION

PROBLEM AREA
When Pepsi was introduced in the market, Coca-Cola hold monopoly over the
Cola market at that time. It was very difficult for the Pepsi to get reasonable market
share. At first Pepsi started franchise system to solve its financial problems, this
strategy did work but not at the scale that it could compete with the coke. Then Pepsi
changed its marketing mix. Instead of focusing whole population, Pepsi started
focusing at a segment of population which is young generation. It started advertising
its young generation idea by hiring music legend like Michael Jackson and Madonna
and was able to create an image in consumer's mind that “who is young will like
Pepsi”, this slogan of Pepsi does work in other countries.

In this research we are going to verify that whether this slogan of Pepsi has
effect on the new generation of Lahore. As market share of Pepsi is 55% i.e, Pepsi is
the market leader in Pakistan; whether this leadership is due to targeting on new
generation.

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LITERATURE REVIEW

McCarthy, Grashof, Brogowicz (1948) in their book write:


Firms must continually adjust their marketing mixes in response to changing
marketing need, new competitive threats and movement through the product life
cycle. Coca-Cola, the Atlanta-based company, which has dominated the soft-drink
business for most of its 97 years life, has always been fighting to remain No.1 in the
frantically competitive soft drink business by adding new products, waging a fierce
price and promotion war and revamping its channel of distribution.

Coke seemed content to watch consumers reach for the "real thing" in
supermarkets, food service outlets, and vending machines, while jealously guarding
its brand name. But that complacency vanished in 1977 when Pepsi Co, Inc.'s
Pepsi-Cola brand rudely threatened Coke's cherished title as kind of food store sales
and challenged its leadership of the $20 billion domestic industry.

The Stung into action, a revitalized Coke responded with uncharacteristic


speed. The company became a true power hour, and under the prodding of Robert C,
Goizueta, embraced a new operating philosophy: all-out-attack. Not only the Coke
willingly continued the fierce price and promotion war touched off by Pepsi's
challenge, but it embarked on a policy of resolute market segmentation, bringing out
no fewer than four major new COLA's in less than a year. To spread its name, the
company in 1982 introduced diet Coke and on April 28, 1983 the soft drink giant
catapulted into the exploding market for caffeine free sodas by introducing
decaffeinated versions of best-selling Coke, diet Coke and Tab. The Coke executives
said "This is only the beginning; you can expect to see a lot of new concepts, new
products, and packages from us. This market place wants needs and responds to
innovation."

To make sure the production line keeps moving briskly, Coke spent two years
1982 & 83, recasting its bother network into one of the most powerful sales
organizations in the world. Through a strategy of cajoling, counseling, and helping to
arrange financing, the Coca-Cola Company managed the transfer of about 50% of its
bottling capacity to larger, better financed companies able and eager to battle Pepsi

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and all other rivals. It further aided its bottlers in their quest to acquire larger,
contiguous territories, which gave them significant economies of scale and marketing
might.

The increasing number of new brands especially in cola category started the
battle for the shelf space. In 1980s Coca-Cola had a very competitive and expensive
fight for consumer attention and shelf space. Coke fought this battle in such a strong
way that Pepsi which was No.2 at that time was feeling the heat "Coke is very tough
competitor and their new bother network poses a challenge to us".

There are over 60 brands of soft drinks in the market. Two firms, the
Coca-Cola and Pepsi Co, Inc. dominate the soft drink industry with a combined
market share of almost sixty percent. There has been a fierce war between Coca-Cola
and Pepsi for the market leader position. By the mid 1970s, the Coca-Cola Company
was a lumbering giant; performance reflected this. Between 1976 and 1979, growth
rate of Coca-Cola soft drinks dropped from 13 percent annually to a meager 2 percent.
As the giant stumbled, Pepsi-Cola was finding heady triumphs. First came the "Pepsi
Generation". This advertising comparing captured the imagination of the baby
boomers with its idealism and youth. This association with youth and vitality greatly
enhanced the image of Pepsi and firmly associated it with the largest consumer
market for soft drinks.

Then came another marketing coup, the "Pepsi Challenge", in which


comparative taste tests with consumers showed a clear preference for Pepsi. This
campaign led to a rapid increase in Pepsi's market share, from 6 to 14 percent of total
US soft drink sales.

Coca-Cola in reaction, conducted its own taste tests. Alas, these tests had the
same result-people liked the taste of Pepsi better, and market share changes reflected
this.

By 1979 Pepsi had closed the gap on Coca-Cola, having 17.9 percent of the
soft drink market, to Coke's 23.9 percent. By the end of 1984, Coke had only a 2.9
percent lead, while in the grocery store market it was now trailing 1.7 percent. Further
indication of the diminishing position of Coke relative to Pepsi was a study done by

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Coca-Cola's own marketing research department. This showed that in 1972, 18%
drank only Pepsi. In 10 years, the picture had changed greatly: only 12 percent now
claimed loyalty to Coke, while the number of exclusive Pepsi drinkers almost
matched, with 11 percent. What made the deteriorating competitive performance of
Coke all the more worrisome and frustrating to Coca-Cola was that it was outstanding
Pepsi in advertising by $100 million. It had twice as many vending machines,
dominated fountains, had more shelf space and was competitively priced. But it was
still losing the market.

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STATEMENT OF THE PROBLEM

The purpose of the research study is to find:

"Whether Pepsi's increasing among the youths of Lahore?"

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THEORETICAL FRAMEWORK

The variable of primary interest in this research is the dependent variable of


the sale of Pepsi, the variance in which is attempted to be explained by the six
independent variables i.e. taste, packaging, price, availability, advertising and variety
(taste and size) of Pepsi. The better the quality of taste and packaging of Pepsi, the
more people are inclined to buy it. Because the buyers are always appealed by the
good taste of the drink and the design of the container. Moreover, consumers are
always in search of good quality soft drinks that is economical to buy and
conveniently available. So the price and distribution of the Pepsi can be another
reason to the increase in sale of Pepsi. Advertisements play a dramatic role in creating
a god product image. The more persuasive and attractive the advertisements of Pepsi
are, the greater will be the effect on its demand. Variety in taste and size is another
appealing factor for promoting the sale of any soft drink. Pepsi is having an edge over
Coke by offering more variety in taste of the drink and size of the container.

The Pepsi's standard quality of taste and packaging, a good price and
distribution strategy, and more persuasive advertisements can provide the consumers
with the better feelings of enjoyment, refreshment, relaxation, satisfaction, and thirst
quenching. We can say that at these feelings are intervening variables because these
result as a function of independent variables. The income level in this research can be
a moderating variable.

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DEFINITION AND
LABELING OF VARIABLES

♦ Independent Variables: The quality of taste and packaging, variety, price,


availability, and advertisements of Pepsi are independent variables.

♦ Dependent Variables: The sale of Pepsi is dependent variable.

♦ Intervening Variables: Any one of the following can be the intervening


variables. (The feelings of refreshment, satisfaction, enjoyment, relaxation,
and thirst quenching that consumers get through use of Pepsi).

♦ Moderating Variable: Income level of the consumer can be moderating


variable.

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OBJECTIVES OFTHE STUDY

The objectives of the research study are to find:


♣ Is the sale of pepsi increasing among youth of Lahore?

♣ Are youth of Lahore satisfied with the present status of Pepsi or they want
some improvements?

♣ The reasons for their satisfaction with Pepsi

♣ The types of improvements they want in Pepsi

♣ The major competitors of the Pepsi

♣ The reasons for which the consumers prefer the competing products over
Pepsi Cola.

♣ The strategies that the competitors have adopted for the promotion of their
products.

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HYPOTHESES

HYPOTHESES # 1
Ho:
Pepsi is the market leader among young generation of Lahore.
H1:

Pepsi is not the market leader among young generation of Lahore.

HYPOTHESES # 2
Ho:
The quality, taste, color, smell, packaging, price, availability, advertisement
prize schemes, brand name and variety (size & taste) of Pepsi do not need
improvement.
H1:

The quality, taste, taste, color, smell, packaging, price, availability,


advertisement, prize schemes, brand name and variety (size & taste) of Pepsi do need
improvement.

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STUDY DESIGN

* Purpose of Study: Hypotheses-Testing

* Type of research: Causal Study/ To find the causes for the incline in sale of
Pepsi among youths of Lahore.

* Unit of Analysis: The unit of analysis will be individual students who respond
to the survey questionnaire.

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SIGNIFICANCE OF THE STUDY

The research study will be significant for both consumers and the
manufacturing company. The soft drinks have always been in high demand because of
their "refreshing and reviving" nature. The primary buyers of the soft drinks are
youths who always want innovative, thrilling, social, modern and a standard soft drink
with the finest taste. The results of this study will throw light on the qualities and
features of a standard soft drink.

This research study can be useful for the Pepsi Company as well. The study
will highlight the major causes for the inclining bale of Pepsi and also the consumer's
suggestions for improvement. This will provide the company with the first hand
knowledge of the reasons for their inclining business and will be helpful to them in
launching a more successful future market plan. The company can improve more its
product in the light of consumer's suggestions and hence maintain its image of high
quality and standard.

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LIMITATIONS AND ASSUMPTIONS

This research report is based on the following assumptions and limitations:

* It is assumed that almost every respondent has heard of the product i.e. Pepsi
and other soft drinks also.

* It is also assumed that almost every respondent is unbiased.

* The sample selected is the representative of the target population.

* The students belong to the same age group i.e. 20-26 years,

* Some respondents are not cooperative in filling the questionnaire.

* It is impossible to assess the total population.

* The lack of time and cost of collection data was another limitation.

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RESEARCH METHODOLOGY

POPULATION FOR STUDY


The generalization after the research study will be established about the youths
of Lahore. For this purpose the students of different institutions between 20-26 years
of age have been selected as the target population. The reasons for the selection of this
particular group are:
- They are the potential buyers of soft drinks.
- They are the most representative group of younger generation.

NATURE AND SIZE OF SAMPLE FOR THE STUDY


The sample consists of 100 students from the different MBA colleges. All the
students belong to the same educational level i.e. masters. The age group for the
students is 21-26 years. The income level for students is different.

METHOD OF SAMPLING
The simple random sampling method has been adopted for the research
purposes. The reasons for the selection of this particular sampling method are:
* It will provide least biased data and offers most generalizability.
* Each member of the target population will have an equal probability of being
selected as the sample.
* Random sampling will be helpful in reducing the effects of different
contaminating factors like residential area, income level, sex etc.

AREA OF THE STUDY


The research target area is Lahore because the students who have filled the
questionnaires belong to the different areas of the city-including Allama Iqbal Town,
Garden Town, Gulberg, Cantt, Multan Road, University Campus, Mughal Pura,
Islamia Park, Gulshan-e-Ravi, Defence etc.

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INSTRUMENTS FOR DATA COLLECTION
The two techniques have been used for data collection; beneficial and
economical. Moreover, the target population was educated, so this method was time
saving and simple to be applied.

* Survey questionnaires: The questionnaire has been designed carefully keeping


in view the objectives of the study. The reasons for designing the
questionnaire are:
* It is an efficient data collection technique for the large sample.
* It is helpful in saving extra time and effort involved in personally
interviewing each and every sample unit.
* It is a good instrument for collecting the latest data regarding the
choice of students for soft drinks.
* To facilitate data analysis and interpretation.

* Questionnaire Design: While designing the questionnaire the following things


were considered.
* Usage of simple and clear language.
* Avoidance of biasedness and double barrel questions.
* Starting the questions with easy and interesting questions.
* Avoidance of technical language.

* Presetting of questionnaires: After the initial designing questionnaire was


pre-tested taking a sample of 5 respondents. It helped in eliminating difficult
terms, vague questions, adding some new relevant questions arranging
questions in more logical way. After pretesting a total of 100 copies of
questionnaire were made and survey began and 10 copies were made later
because we did not get respond of 10 persons.

* The study of literature: This includes the study of Marketing magazines and
Research articles available in the libraries. The study of literature provided the
background information about the Pepsi Company.

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PROCEDURE FOR THE DATA COLLECTION
The data collection method was very systematic and carefully pre-planned.
First of all the objectives of the research study were established. Keeping in view the
objectives, the hypotheses were developed. To test the validity of hypotheses a
questionnaire was designed on computer. The questionnaire was pre-tested and then
finalized. After the questionnaires were finalized, they were distributed among the
respondents and collected after they had filled in properly. The data collected through
questionnaires was then carefully analyzed, classified, tabulated and interpreted with
the help of simple statistical techniques. In addition to the questionnaires other data
collection techniques were also adopted including the study of research material from
the libraries to get some reliable information about the background of the company. A
personal interview of the marketing manager was also conducted to gain first hand
knowledge of company's future planning regarding the issue being studied.

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DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS TECHNIQUES


The following procedure has been adopted while analyzing the data.
* The main classification is according to the use of Pepsi/Coke so we get two
groups for comparison.
* The tables have been drawn to facilitate the comparison.
* Whenever appropriate, the data is presented pictorially.
* The following statistical formula has been used for analysis for data
Percentage = Number of respondents in favor of Any choice
---------------------------------------- X 100
Total number of respondents

Whenever a comparison of the same type of data at different places is to be


made, diagram will be the best way to do that. Diagrams being a visual representative
leave more effective and long lasting impression in the mind of a reader. They make
wide data intelligible at a glance. Comparison is made easier with diagrams.

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DATA ANALYSIS AND INTERPRETATIONS

Table # 1
Are you the user of soft drinks?

Response Number % age


Yes 92 92
No 8 8
Total 100 100

Table Analysis
The above table shows that majority of the respondents i.e. 92%, use soft
drinks. Only 8% of respondents do not like to use soft drinks.

Table # 2
Which category of soft drinks do you mostly prefer?

Soft drink Category Number % age


Cola drinks (Pepsi, Coke.) 68 74
Other carbonated drinks (7-up).) 20 22
Juices (Frost, Bambino.) 4 4
Traditional Juices (Row, Lassi.) 0 --
Sherbets (Rooh Afza, Naurus.) 0 --
Total 92 100

Table Analysis
The table shows that 74% of respondents prefer to use Cola drinks, 22%
respondents prefer to have other carbonated drinks and only 4% respondents prefer
juices. No one from respondents will prefer tradition drinks and sherbets.

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Table # 3
Which Cola drink you like most? Pepsi, Coke, or Both.

Cola drinks Number % age


Pepsi 20 30
Coke 24 35
Both 24 35
Total 68 100

The above table shows that out of 68 respondents who prefer to use cola
drinks, 20 i.e. 30% like Coke the most, 24 i.e. 35% like Pepsi the most and 24 i.e.
35% like both Coke and Pepsi. It is also concluded from the above table that majority
of respondents like Pepsi the most.

Table # 4
Rank the Coke and Pepsi as `A' and `B',
if you are using both of Cola drinks.

Cola drinks Number % age


Pepsi as "A" 10 42
Coke as "A" 14 58
Total 24 100

Table Analysis
It is clear from above table that, 24 respondents use both Pepsi and Coke. Out
of those 24 respondents, 10 i.e. 42% have marked Coke as "A" whereas 14 i.e. 58%
have marked Pepsi as "A". Since more respondents have marked Pepsi as "A", it is
concluded from above table that Pepsi is No.1 Cola drink.

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Table # 5
Are you satisfied with the present status of Pepsi,
if you ranked Pepsi as "A"?

Response Number % age


Satisfied 11 79
Not satisfied 3 21
Total 14 100

Table Analysis
The above table shows that out of 14 respondents who marked Pepsi as "A",
11 is 79 are satisfied with the present status of Pepsi whereas 3 i.e. are not satisfied.
So it is concluded that most users of 21 Pepsi are satisfied with Pepsi.

Table # 6
Give your opinion on following characteristics of Pepsi

Characteristics (1) (2) (3) (4)


(5)
Quality Taste Color Smell Packaging
No % No % No % No %
No %
Good 30 79 38 100 32 84 31 82
35 92
Satisfactory 8 21 6 16 7 18
3 8
Poor -- -- -- -- -- -- -- --
-- --

Total 38 100 38 100 38 100 38 100


38 100
Characteristics (6) (7) (8) (9)
(10)

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Afford Availa- Adver- Price
Brand
ability tising ThemeName
No % No % No % No %
No %
Good 14 37 20 53 36 95 19 50
36 95
Satisfactory 16 42 15 39 2 5 15 39
2 5
Poor 8 21 3 8 -- -- 4 11
-- --
Total 38 100 38 100 38 100 38 100
38 100

Table Analysis
Column (1) shows that 79% of users of Pepsi have marked its quality as good, 21 as
satisfactory and none as poor.
Column (2) shows that 100% of respondents declared the taste of Pepsi as good, none
as satisfactory and as poor.
Column (3) shows that 84% of users of Pepsi have marked its smell as good, 18 as
satisfactory and none as poor.
Column (5) shows that 92% users have marked the packaging Pepsi as good, 8% as
satisfactory and none as poor.
column (6) shows that 37% of respondents marked it price as good, 42% as
satisfactory, and 21% as poor.
Column (7) shows 53% respondents marked its availability as good, 39% as
satisfactory and 8% as poor.
Column (8) shows 95% respondents said its advertisements are good, 5% as
satisfactory and none as poor.
Column (9) shows none of the respondent marked the prize schemes of Pepsi as good,
50% marked it as good, 39% as satisfactory and 11% as poor.

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Column (10) shows 95% of respondents declared the brand name of Pepsi as good,
5% as satisfactory and none as poor.

Table # 7
`Your prefer Coke over Pepsi because, it is'

Response Number % age


It is better in quality 24 60
It tastes better 28 70
The ads are inspiring 32 80
It is conveniently available 10 25
It offers more variety 20 50

Table Analysis
Now it is shown from the above table that 60% respondents prefer Coke over
Pepsi because of its better quality, 70% respondents prefer Pepsi for its better taste,
80% respondents are inspired by its advertisements, 25% prefer Pepsi because it is
more conveniently available, and 50% respondents prefer it for its more variety in
taste and size.
It is also concluded from the above table majority of people are inspired by the
advertisements of Pepsi shown on TV.

Table # 8
You use Pepsi because it gives you feelings of

Response Number % age


Refreshment 16 40
Satisfaction 8 20
Enjoyment 16 40
Relaxation 4 10
Thirst quenching 12 30
All of above 20 50

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It is shown from the above table that out of 40 users of Pepsi (where the
number of Cola drink users is 68), 20 i.e. 50% respondents have marked all of the
above feelings, the remaining 20 have marked more than one of the above feelings.
Majority of respondents 16 i.e. 40% use Pepsi because it gives them feelings of both
enjoyment and refreshment, for 8 i.e. 20% respondents it is a source of satisfaction, 4
i.e. 10% respondents get feelings of relaxation from its use and 12 i.e. 30%
respondents use it because it quenches their thirst.

Table # 9
"Comparison of income level of individuals"

Income Number % age


Upto Rs. 3000 20 20
Rs.3001 to 6000 40 40
Rs.6001 to 9000 16 16
Above Rs.9000 24 24
Total 100 100

Table 9 shows that a majority (40%) of the respondents belonged to income


group Rs.3001-6000, 20 percent belonged to below Rs.3000 16 percent belonged to
Rs.60001-9000 and 24 percent of the respondents belonged to above Rs.9000 monthly
income group.

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RESULT SECTION

The present research study is aimed to find the reasons for the increasing sale
of Pepsi among the youths of Lahore. A sample of 100 students is taken from the
different areas of the city. The questionnaire is used main primary data collection tool.
The collected data is tabulated, diagrammed, analyzed and then interpreted using
statistical techniques. The major findings of research are summarized below.

HYPOTHESES # 1
Ho:
Pepsi the market leader among young generation of Lahore.
H1:

Pepsi is not the market leader among young generation of Lahore.

HYPOTHESES # 2
Ho:
The quality, taste, color, smell, packaging price availability, prize schemes,
brand name and variety (size & taste of Pepsi do not need improvement.
H1:

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The research findings show that 79% of users of Pepsi have marked its quality
good, 21% are satisfactory and none as poor. 100% of respondents declared the taste
of Pepsi as good, none as satisfactory and as poor. 84% of users said that its color is
good, 16% said satisfactory and none said it is poor. 82% of users of Pepsi have
marked its smell as good, 18% as satisfactory and none as poor. 37% of respondents
marked it price as good. 42% as satisfactory and 2% as poor. 92% users have marked
the packaging of Pepsi as good 8% as satisfactory and none as poor. 53% respondents
marked its availability as good 39% as satisfactory and 8% as poor. 95% respondents
said its advertisements are good, 5% as satisfactory and none as poor. The
respondents marked the prize schemes of Pepsi as good, 50% marketed it as good,
39% as satisfactory and 11% as poor. 95% of respondents declared the brand name of
Pepsi as good, 5% as satisfactory and none as poor. Thus it is clear from the findings
that consumers need improvement in affordability and availability of Pepsi Cola.
It is found from the research that 14 respondent as "A" i.e. 58% and out 14,
79% are satisfied with the present status of Pepsi and 21% are not satisfied with
present status not satisfied with present status of Pepsi. So it is concluded that most
user of Pepsi are satisfied with present status of Pepsi.

It is clear from the research findings that 60% respondents prefer Pepsi over
Coke because of its better quality, 70% respondents prefer Pepsi for its better taste,
80% respondents are inspired by its advertisements, 25% prefer Pepsi because it is
more conveniently available, and 50% respondents prefer it for its more variety in
taste and size. There is a correlation of quality in taste and packaging, price,
availability, advertisements, variety in size and taste, of Coke with the sale of Pepsi.

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APPENDIX

QUESTIONNAIRE FOR SURVEY


Note: Tick ( √ ) your best choice.
Q.1 Are you the user of soft drinks?
Yes __________________ No __________________
If Yes go to Q2, else go to Q10.

Q.2 Which category of soft drinks you prefer most?


i) Cola drinks (Coke, Pepsi) __________
ii) Other carbonated brands
(Mirinda, Sprite, 7-up __________
iii) Juices (Frost, Bambino) __________
iv) Traditional drinks
(Row, Lassi, Sattu) __________
v) Sherbats
(Rooh Afza, Naurus, Squashes)__________
If your choice is (i) go to Q3, else go to Q.10

Q.3 Which Cola drink you like most?


i) Pepsi ________ii) Coke _______
iii) Both _______
If (i) go to Q5, if (ii) go to Q8, if (iii) go to Q4

Q.4 Rank the following: "A" for the most favored and "B" for the next:
i) Pepsi ____________ ii) Coke ____________
If you rank Pepsi as "A" go to Q5, Else go to Q8

Q.5 Are you satisfied with the present status of Pepsi?


Yes __________________ No __________________

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Q.6 Give your opinion on the following characteristics of Pepsi.

Good Satisfactory Poor


Taste
Color
Smell
Packaging
Affordability
Availability
Advertising
Prize Schemes
Quality
Brand Name

Q.7 Do you like to give any suggestion for Pepsi?


_____________________________________________
_____________________________________________

Q.8 You prefer Coke over Pepsi because you think.


i) It is better in quality than Pepsi ______
ii) It tastes better than Pepsi ______
iii) Its advertisements are more inspiring ______
iv) It offers more variety ______
v) It is more economical than Pepsi ______
vi) It is more conveniently available ______
vii) All of above ______
viii) If any other, please specify it ______

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Q.9 Pepsi gives you feelings of:

Refreshment Satisfaction Enjoyment


Relaxation Thirst Quenching All of these

Q.10 Please give the following information:


Your Name ________________________________________
Sex ____________________ Age _____________________
Educational level ________________________________
Amount of your disposable money/pocket money _____

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