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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834

EIJMMS, Vol.5 (6), JUNE (2015),


Online available at zenithresearch.org.in

A STUDY ON CUSTOMER SATIFACTION TOWARDS COCO-COLA


COMPANY, CHENNAI
K. PAVITHRA*, SANGITA DASAND A.K.SUBRAMANI***
*
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMIL NADU, INDIA.
**
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMIL NADU, INDIA.
***
ASSISTANT PROFESSOR,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062, TAMIL NADU, INDIA.

ABSTRACT:
The study is based on the satisfaction of Coco-Cola Company with its customers. A
sample survey of 52 respondents was undertaken to find out the satisfaction of Coco-Colin
Chennai city. The main objective of the study is to identify the customer satisfaction towards
Coco-Cola drink. The major findings of the study are majority (66%) say that coco cola comes to
their mind when they think of soft drinks, 46% of the respondents say that they prefer 200-250
quantity to buy and majority of the respondents say that Coco-Cola product range is good (60%).
Finally 38% of the respondents said that they prefer Coco-Cola during parties.

KEY WORDS: Beverage industry, Coco-Cola, Customer Loyalty, Customer satisfaction.

INTRODUCTION
A Coco-Cola drink is a beverage often carbonated soft drink are more commonly known
as soda, pop, tonic etc., in part of the united states and Canada or fizzy drinks in the UK
sometimes called minerals in Ireland. It is a non-alcoholic beverage. It is artificially flavors and
contain no fruits or pulpy. India with population of more than 100 cores is potential one of large
consumer market in the word after china. The consumer market can be defined as the market for
products and service that are purchased by Individual as households goods for their personal
consumption.

COMPANY PROFILE
Coco-Cola, the product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Coco-Cola Company is the worlds leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The Companys beverage products
comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-
drink powder products. In addition to this, it also produces and markets sports drinks, tea and
coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating
in more than 200 countries and producing nearly 400 brands, the Coco-Cola system has

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015),
Online available at zenithresearch.org.in

successfully applied a simple formula on a global scale: Provide a moment of refreshment for a
small amount of money- billion times a day.

REVIEW OF LITERATURE
According to Tony Proctor (2000) "A strategy is a plan that integrates an organization's
major goals, policies, decisions and sequences of action into a cohesive whole. It can apply at all
levels in an organization and pertain to any of the functional areas of management." An
organization can have various kinds of production, financial, marketing or human resources
strategies to aid it in achieving its objectives. A strategy is measured by its effectiveness rather
than its efficiency in processing the environment and designing plans to fit between the
organization, its resources and objectives within the environment it operate.

OBJECTIVE OF THE STUDY


To find out the consumer preferences of coco-cola products. To study consumer
opinion on price and package of coco-cola products.
To assess the association between demographic variables and factors of customer
satisfaction.
To identify the customer satisfaction towards the services rendered by Coco-Cola
company.

LIMITATIONS OF THE STUDY:


The main purpose of this study is get idea about the preference of the customers towards various
Coco-Cola products. But there are certain factors which affects this study they are as follow:
Since the sampling procedure was judgmental, the sample selected may not be true
representative of the population.
Economic and market conditions are very unpredictable (Present and future).
This study duration is limited to 4 weeks so it limits the area of study. The study was
confined to Chennai city, Avadi due to which the result cannot be applied universally.

RESEARCH METHODOLOGY
The study is conducted to find out the consumer satisfaction on Coco-Cola products in
Chennai city. Sampling means a few unit of population consider for analysis this in the smallest
representation of a large whole are it is the process by which the sample park is selected to
represents the whole.

DATA ANALYSIS AND INTERPRETATION:


1. FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves computing
measures of variables selected of the study and its finding will give easy interpretation for the
reader.

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015),
Online available at zenithresearch.org.in

Table. 1 Frequency Analysis on Age, Gender


S.No Particulars Frequency Percentage
1. Gender
Male 35 70
Female 15 30

2. Age
18-25years 41 82
25-35years 9 18

What drink comes to your mind when you think of soft drinks ( priority soft drink)
4 Coco-Cola 33 66.0
Pepsi 8 16.0
Others products of Coco-Cola 4 8.0
Other products of Pepsi 1 2.0
Other drinks 4 8.0

5 What quality do you mostly prefer to buy


200-250 23 46.0
300 ml glass bottle 2 4.0
500 ml pet bottle 22 44.0
1 litre 1 2.0
2 litre 2 4.0
6 What do you feel about Coco-Cola product range
Excellent 9 18.0
Good 30 60.0
Moderate 9 18.0
Very poor 2 4.0
7 What occasions do you prefer to buy Coco-Cola product
Festivals 2 4.0
Picnics 15 30.0
Parties 20 40.0
Cinemas 4 8.0
Just like that 9 18.0
8 What is your most preferred channel for purchasing Coco-Cola products
Super markets 19 38.0
Retails 10 20.0
Vendor machines 15 30.0
Pubs &Restaurants 1 2.0
Multiplexes 5 10.0
9 How much do you spend on Coco-Cola products per week (in Rs)
50-100 11 22.0
100-50 13 26.0
150-200 23 46.0
Above 200 3 6.0
(Source: primary data)

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015),
Online available at zenithresearch.org.in

INFERENCE:
From the table 1, it is inferred that majority (70%) of the respondents are male. Most of the
respondents (82%) of the respondents are between the age group of 18-25. Majority (66%) say
that coco cola comes to their mind when they think of soft drinks. 46% of the respondents say
that they prefer 200-250 quantity to buy. Majority of the respondents say that Coco-Cola product
range is good (60%). Finally 38% of the respondents said that they prefer Coco-Cola during
parties.

2. INDEPENDENT SAMPLE T-TEST:


HYPOTHESIS 2
Null Hypothesis:
There is no significant difference between male and female respondents with respect to the
factors of customer satisfaction towards CocaCola drink.

Table 2 t-test for significant difference between male and female respondents with respect
to the factors of customer satisfaction towards Coco-Cola Company.

S.No Particulars Gender Mean Std. Deviation t value p value


1. Overall satisfaction towards Male 4.46 0.886 0.879 0.384
Coco-Cola Female 4.20 1.082
(Source: Primary Data)
INFERENCE:
From the table 2, it is inferred that p value of what is the overall satisfaction towards
Coco-Cola is 0.384 in which null hypothesis is accepted and alternative hypothesis is rejected
with respect to overall satisfaction towards Coco-Cola. Hence it is concluded that there is no
significant difference between male and female respondents with respect to the factors of
customer satisfaction towards CocaCola drink.

3. CHI-SQUARE TEST:
HYPOTHESIS 3

Null Hypothesis: There is no association between gender and overall customer satisfaction
towards CocaCola drink.

Table 3 Chi square for association between gender and overall customer satisfaction
towards CocaCola drink.
S.No Gender Overall satisfaction towards Coco-Cola Total Chi- P
Dissatisfied Neutral Satisfied Highly Satisfied square value
value
1 Male 1 6 4 24 35
2 Female 2 1 4 8 15 4.649 0.199
Total 3 7 8 32 50
(Source: Primary Data)

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015),
Online available at zenithresearch.org.in

INFERENCE:
Since p value is more than 0.05, the null hypothesis is accepted, and alternative hypothesis is
accepted at 5% level of significance. Hence it is concluded that there is no significant association
between gender and overall satisfaction towards Coco-Cola.

HYPOTHESIS 4

Null Hypothesis: There is no association between Age group of the respondents and overall
customer satisfaction towards CocaCola drink.

Table 4Chi square for significant difference between Age group of the respondents and
Overall satisfaction towards Coco-Cola drink
S.No Gender Overall satisfaction towards Coco-Cola Total Chi- P
Dissatisfied Neutral Satisfied Highly square value
Satisfied value
1 18-25years 2 3 8 28 41

2 25-35years 1 4 0 4 9 10.156 0.017

Total 3 7 8 32 50
(Source: primary data)
INFERENCE:
Since p value is less than 0.05, the null hypothesis is rejected, and alternative hypothesis is
accepted at 5% level of significance. Hence it is concluded that there is a significant association
between age group and overall satisfaction towards Coco-Cola. Respondents in the age group of
18 25 years are more satisfied towards Coco-Cola drink than 25- 30 years age group category.

CONCLUSION:
The research outcome also indicates that, most of the customers were satisfied towards Coco-
Cola Company with respect to the chosen factors. This study also indicates that the customers
loyalty towards the Coco-Cola company is also good.

WEB REFERENCES:
1. http://www.academia.edu/4572355/Marketing_Management_Project_on_Coca_cola
2. http://www.bswayed.com/customer-satisfaction-feedback-reviews-
3. http://www.Coco-Colacompany.com/
4. http://www.Coco-Cola.com/global/glp.html
5. http://en.wikipedia.org/wiki/The_Coco-Cola_Company

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