“A STUDY ON RETAILERS PERCEPTION REGARDING SOFT

DRINKS- A COMPARATIVE ANALYSIS OF PEPSI V/s COCA COLA

IN JAMMU”

PROJECT REPORT

Project report submitted to the Dr. A.P.J.Abdul Kalam Technical university

(AKTU)
(2018-2020)

In partial fulfillment of the requirements for the award of the degree of

MASTERS OF BUSINESS MANAGEMENT (MBA)

Submitted by

AARTI GOUTAM (ROLL NO -1879170023)

Under the Guidance and Supervision of

MIS.NEHAL JAIN

FACULTY OF MANAGEMENT STUDIES

DISHA BHARTI COLLEGE OF MANAGEMENT
 & EDUCATION,SAHARANPUR
(AFFILIATED TO AKTUNIVERSITY)

CERTIFICATE

This is to certify that the Project report entitled “A STUDY ON RETAILERS

PERCEPTION REGARDING SOFT DRINKS- A COMPARATIVE ANALYSIS OF

PEPSI V/s COCA COLAIN JAMMU” is a bonafide record of the work done by

AARTI GOUTAM (ROLL NO -1879170023) and submitted in partial fulfillment of

the requirements for the award of degree of MASTERS of Business Management, AKTU.

Head of the Department Faculty Guide

AARTI GOUTAM

Internal Examiner External Examiner

 Seal Viva Voce examination held on __________

DECLARATION

I , hereby declare that the dissertation, entitled “A STUDY ON RETAILERS

PERCEPTION REGARDING SOFT DRINKS- A COMPARATIVE ANALYSIS OF

PEPSI V/s COCA COLAIN JAMMU” submitted to the ABDUL KALAM TECHNICAL
UNIVERSITY in partial fulfillment of the requirements for the award of the Degree of
MASTERS OF BUSINESSMANAGEMENT is a record of original research work done by us
during the period of 2011-2013 under the supervision and guidance of MIS. NEHAL JAIN
,Lecturer in Department of Business Management Studies,SAHARANPUR

Place : SIGNATURE OF THE CANDIDATE

Date :
 ACKNOWLEDGEMENT

It is indeed a pleasure doing a project on “A STUDY ON RETAILERS

PERCEPTION REGARDING SOFT DRINKS- A COMPARATIVE ANALYSIS OF

PEPSI V/s COCA COLAIN JAMMU” I am grateful to (HOD) for providing me this

opportunity.

I owe my indebtedness to My Project Guide Mis. NEHAL JAIN, for her

keen interest, encouragement and constructive support and under whose able

guidance I have completed out my project. She not only helped me in my project

but also gave me an overall exposure to other issues related to retailing and

answered all my queries calmly and patiently.

I take the pleasure to express thanks to all my colleagues for many useful

discussions and cooperation during the course of the project work.

 AARTI GOUTAM

Table of CONTENTS

Chapter Title Page

no
List of tables

Introduction 1-9

INTRODUCTION OF CEO OF PEPSI CO .LTD 2-3

GLOBAL SCENARIO OF PEPSI
INTRODUCTION TO THE COMPANY 4-5
6-7
SWOT ANALYSIS
8
OBJECTIVES

NEED OF THE STUDY 9

2
 Review literature 10-16

3 17-19
RESEARCH METHODOLOGY

18
RESEARCH DESIGN

SAMPLING PLAN 18

DATA COLLECTION 18
POPULATION
18
SAMPLING UNIT
19
SAMPLING FRAME

19
SAMPLING TECHNIQUE
19
SAMPLING SIZE
19

4 Data analysis and interpretation 20-34

analysis and interpretation 21-34

5 Suggestions And Findings 35-37

Finding of the study 36

Suggestion 37
6 Webliography 38-39

Bibliography
 7 Questionnaire 40-45

Lists of Tables

S no. Table name Chapter Page no

1 Retailers in soft drink business Table 5.1 21
2 Retailers doing business with Table 5.2 22
soft drink companies
3 What are your sales in terms of Table 5.3 23
bottle per day in your shop
4 (A) Supply needle by Pepsi Table 5.4 24
retailers?
4 (B) Supply needle by Coke Table 5.4 25
retailers
5 Mode of payment to purchase Table 5.5 26
soft drinks
6 Satisfaction level of retailers Table 5.6 27
regarding supply of Pepsi
7 Satisfaction level of retailers Table 5.7 28
regarding supply of Coke
8 Trade schemes offered to Table 5.8 29
retailers by different soft drink
companies
9 Consumer promotions offered by Table 5.9 30
which company is good in your
opinion
10 Influence of TV ads on sales of Table 5.10 31
Pepsi
11 Influence of TV ads on sales of Table 5.11 32
Coke
12 Satisfaction level of retailers Table 5.12 33
regarding maintenance of Pepsi
Visi cooler
13 Satisfaction level of retailers Table 5.13 34
regarding maintenance of Pepsi
Visi cooler

Chapter - 1

INTRODUCTION

INTRODUCTION OF CEO OF PEPSI CO .LTD

GLOBAL SCENARIO OF PEPSI

INTRODUCTION TO THE COMPANY

SWOT ANALYSIS

OBJECTIVES

NEED OF THE STUDY

Indra Krishnamurthy Nooyi (born 28 October 1955) is a Indian-American business executive
and the Chairman and Chief Executive Officer of PepsiCo, the second largest food and beverage
business in the world by net revenue. According to Forbes, she is consistently ranked among
World's 100 Most Powerful Women

Early life and career

Nooyi was born in Madras, Tamil Nadu, India. She was educated at Holy Angels Anglo Indian
Higher Secondary School in Madras. She received a Bachelor's degree in Physics, Chemistry and
Mathematics from Madras Christian College in 1974 and a Post Graduate Diploma in
Management (MBA) from Indian Institute of Management Calcutta in 1976. Beginning her
career in India, Nooyi held product manager positions at Johnson & Johnson and textile firm
MetturBeardsell. She was admitted to Yale School of Management in 1978 and earned a Master's
degree in Public and Private Management. While at Yale, she completed her summer internship
with Booz Allen Hamilton. Graduating in 1980, Nooyi joined the Boston Consulting Group
(BCG), and then held strategy positions at Motorola and Asea Brown Boveri.
PepsiCo executive
Nooyi joined PepsiCo in 1994 and was named president and CFO in 2001. Nooyi has directed
the company's global strategy for more than a decade and led PepsiCo's restructuring, including
the 1997 divestiture of its restaurants into Tricon, now known as Brands. Nooyi also took the lead
in the acquisition of Tropicana in 1998, and merger with Quaker Oats Company, which also
brought Gatorade to PepsiCo. In 2007 she became the fifth CEO in PepsiCo's 44-year history.
According to BusinessWeek, since she started as CFO in 2000, the company's annual revenues
have risen 72%, while net profit more than doubled, to $5.6 billion in 2006.
Nooyi was named on Wall Street Journal's list of 50 women to watch in 2007 and 2008, and was
listed among Time's 100 Most Influential People in The World in 2007 and 2008. Forbes named
her the #3 most powerful woman in 2008. Fortune ranked her the #1 most powerful woman in
business in 2009 and 2010. On the 7th of October 2010 Forbes magazine ranked her the 6th most
powerful woman in the world.
Compensation
While CEO of PepsiCo in 2011, Nooyi earned a total compensation of $17 million which
included a base salary of $1.6 million, a cash bonus of $2.5 million, pension value and deferred
compensation was $3 million.
Honors, awards and international recognition
Forbes magazine ranked Nooyi fourth on the 2008 and 2009 list of The World's 100 Most
Powerful Women. Fortune magazine has named Nooyi number one on its annual ranking of
Most Powerful Women in business for 2006, 2007, 2008, 2009 and 2010. In 2008, Nooyi was
named one of America's Best Leaders by U.S. News & World Report. In 2008, she was elected
to the Fellowship of the American Academy of Arts and Sciences.
In January 2008, Nooyi was elected Chairwoman of the US-India Business Council (USIBC).
Nooyi leads USIBC's Board of Directors, an assembly of more than 60 senior executives
representing a cross-section of American industry.
Nooyi has been named 2009 CEO of the Year by Global Supply Chain Leaders Group.
In 2009, Nooyi was considered one of "The TopGun CEOs" by Brendan Wood International, an
advisory agency. In 2010 she was named #1 on Fortune's list of the "50 Most Powerful Women"
and #6 on Forbes' list of the "World's 100 Most Powerful Women".After five years on top,
PepsiCo's Indian American chairman and CEO IndraNooyi has been pushed to the second spot
as most powerful woman in US business by Kraft's CEO, Irene Rosenfeld.
Nooyi was named to Institutional Investor's Best CEOs list in the All-America Executive Team
Survey in 2008 to 2011
GLOBAL SCENARIO OF PEPSI

The project highlighted that the companies that will prosper will be those that have prepared for
future challenges - like water scarcity, climate change and obesity – and, critically, those that are
actively helping to overcome these challenges now.
One outcome of the Scenarios and Strategy work is that PepsiCo is building a team to focus on
sustainable agriculture, so it can mitigate the risks that climate and water crises pose to its supply
chains, now and in the future. The project work has also contributed to the development of new
strategies for the business on the environment and health and wellness.
Indra Nooyi, Chairman and CEO, PepsiCo said:
“PepsiCo's commitment to sustainability is about an idea of the company which focuses on
the long-term, as our Scenarios 2030 project has shown us. We cannot contribute properly
to finding an end to the climate crisis until we bring environmental and social governance
into our long-term business strategies/decisions. It’s not all about the risks, but also about
the opportunities.”
The scenarios were developed specially for PepsiCo and were based on extensive desk research,
a series of workshops and over 100 interviews on possible future environment and health trends.
The interviewees ranged from senior executives at PepsiCo, including Chairman and CEO Indra
Nooyi, to external experts like Gro Harlem Brundtland, the former Prime Minister of Norway
and ex-Director General of the World Health Organisation. We also held a number of
implications workshops in the US, India, China, Latin America and Europe.
This work is seen as a critical piece of strategic thinking for the business. Robert Schasel,
Director of Energy & Resource Conservation at PepsiCo, who commissioned the work said: “I
can't express strongly enough my sincere appreciation and gratitude for the work that the Forum
team has done on this project. The incredible amount that we have achieved in such a short time
is truly amazing. The workshops were all very professionally run and highly engaging.

We've created a snowball within the organisation and we've reached globally like no other
project I've seen. I am absolutely overjoyed at the results we've achieved to date, and I'm very
much looking forward to the next steps.”
Derek Yach, Senior Vice President, Global Health Policy, PepsiCo said:
“Issues like climate change, hunger and obesity and changing agricultural supply chains all
have a strategic impact on our business. The Scenarios and Strategy 2030, with Forum For
The Future was a professional and inspiring process that enable us to identify risks and
opportunities that will impact the core business today and in the future. As a result
PepsiCo will be better prepared and stronger as a company.”
Dan Bena, Senior Director, Sustainable Development PepsiCo, said:
“I could not be more thrilled with our experience with Forum. It was the first time at
PepsiCo that we have taken such a formalized and rigorous long-term view of our business
risks and opportunities.
Forum helped us see what we knew in our heart...that the magnitude of the global crises we
face cannot be solved in the short-term. Similarly, companies that will be successful in 20
years are those who recognize and respect the long term trends, and who are nimble
enough to address them.
The design and activation of Forum's process is, in a word, comprehensive. They leave no
stone unturned during their expert interviews, desk research, and field validation. We now
think strategically, LONG term, thanks to Forum.”

INTRODUCTION TO THE COMPANY

• NAME OF THE UNIT

JAI BEVERAGES PVT. LTD

• LOCATION/ ADDRESS OF THE UNIT

 Sidco Industrial Complex, Ismailpur Road,

Bari Brahmana, Jammu-181133

Phones: 220284,221384 Fax: 01923-20183-20184

E-mail:jbpl@nde.vsnl.net.in

Website: www.jaibeverages.com

Regd. Office:52, Jan path, New Delhi-110001

Phones: 3321098, 3353625, Fax: 3324769

HISTORY OF THE UNIT AND PRESENT POSITION

The year was 1999 and Pepsi Company in India was very eager to improve its extremely poor market
share(less than 3% in the state of Jammu and Kashmir).

That was when it approached the soft drink maestros of India- the Jaipuria family, C.K Jaipuria in
particulars, for starting a plant in J&K in spite of all the odds, the non-inductive climate in the state for a
new business venture, he took a bold step and went ahead with accepting the challenge and taking the
franchise in the name of his elder son-Mr. Anurag Jaipuria, and Jai Beverages Pvt. Ltd. Was born. From
the day of the decision to this day in 2007, there has been no looking back. In this short span of time, the
company has been formed, sprawling compound of erstwhile M/S HINUSTAN LEVERS LTD. Taken
over from a supportive SIDCO, a prestigious unit in J&K, after an initial investment of Rs. 27.1 crores,
has been established with full backing of the ministry of Industries (J&K govt.) and an ultra-modern plant
which releases all the effluent water after full treatment at a very reasonable, and much under the
pollution boards max acceptable BOD and COD levels. In fact, work is on to stop all the treated effluent
going out and instead to utilize this water internally for horticulture. In the other words, the water is being
put back in to the earth to retain the water table. Further, work has been done to grow more trees within
the premises, in the line with the universal endeavor of making the earth green. With coming of this
prestigious plant, there has been an upsurge in the economy of the people of the area in particular, and the
state in general. The direct, and indirect employment generated by the unit has already surpassed a figure
of 650 and is growing steadily. The excise deposited to the govt. exchequer has already crossed an
amount of Rs. 361 lakhs, and is again growing. The once semi deserted main road of the industrial
Complex has become very busy and would soon be required to be widened. In short, coming of the Jai
beverages pvt. Ltd. Into the state of J&K and surely made a big mark into the industrialization of the state
with many big industrial houses watching eagerly the outcome of this prestigious unit.

Jai beverages pvt. Ltd. is a part of diversified Jaipuria group being the major franchise of the Pepsi in
India. The group has 22 Pepsi’s bottling plant in India and Nepal. The new beverages plant having state of
art machinery from Krones, KHS, O&H, Gaulin & Magplast among the international industrial giants and
Hildon, Tula IDMS etc. among the Indian manufacturers. The fully automatic plant is being run by team
of professionals who have already made a mark for themselves by creating history in the international
Pepsi system by achieving the gold medal in the first year of operations from over 400 plants worldwide.

D) COMPANY’S VISION
“To be the best consumer products company in the eyes of our suppliers, customers,

Consumers, employees and stake-holders.

SWOT ANALYSIS
Strengths

a. Strong Market Position

b. Solid Brand Portfolio

c. Strong and Effective Advertising

d. Filtered Water instead of Spring Water makes the production, logistics, and
profit margins a lot greater on their bottled water sales(Aquafina)

Weaknesses

a. Health Craze will hurt soft drink sales.

b. A huge lobby against soft drink industry led by leaders like Baba Ramdev will
hurt as these leaders have a huge fan following in the country.

Opportunities

a. Acquisitions & alliances

b. Bottled water growth

Threats

a. Sluggish growth of carbonated drinks

b. Coca-Cola & other smaller, more nimble operators

c. Commodity price increases, fluctuating oil prices effect production and

distribution (gas, plastic)

d. Increasing health concerns over carbonated drinks

Objectives

• To know and compare the merchandising of

PepsiCo and Coca-Cola in retail outlets in JAMMU.
 • To know perception of retailers regarding PepsiCo and Coca-Cola
in JAMMU

• To know the satisfaction level of retailers regarding PepsiCo and

Coca-Cola in JAMMU.

Need of the study

• To find out the number of reasons why Pepsi have only 30% share
in Jammu and Coke has 70%

CHAPTER 2
 REVIEW LITERATURE

1-A study of factors responsible for brand preference in fmcg sector”

The purpose of this paper is the study of factors responsible for brand preference in
fmcg products, increasing competition, more due to globalization, is motivating
many companies to base their strategies almost entirely on building brands. Brand
preference means to compare the different brands and opt for the most preferred
brand. This brand preference is influenced by various factors .According to this study many
factors were find out for preferring a brand like Brand persona Brand constancy Brand loftiness
Brand value .In the identification of factors affecting the brand preference, it was concluded that
brand persona is the most effective factor that affects the brand preference. This brand persona
deals with the personality aspects or the external attributes of brand, thus it can be
said that consumer prefer any brand by looking at the external attributes of a brand.

• journal of ims vol 5 no.1, jan-june 2008

2-Colour and flavour rule consumer preferences: Study

The intensity of colour and the flavour are the key drivers behind consumer a c c e p t a n c e o f
b e v e r a g e s , s a y s a n e w s t u d y i n v o l v i n g D A N O N E . B u t packaging and
labeling are not as important for winning over consumers , according to findings
published in the journal Food Quality and Preference ,T h e s t u d y i n v o l v e d c o n s u m e r s a t
d i f f e r e n t s t a g e s o f d e v e l o p m e n t a n d highlights the importance of adopting a “sensory
marketing approach,” said the researchers from French research organization Adriant, the
University of Rennes 1, DANONE R&D, and Institute Paul Bocuse.

“Companies need to continuously innovate to maintain market leadership,” wrote

the researchers. “When the market is overloaded the challenge 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 andcolour selection for new products .T h e g l o b a l f l a v o u r s m a r k e t w a s b e e n
v a l u e d a t s o m e U S $ 1 8 b n i n 2 0 0 6 ( B u s i n e s s Insights). Meanwhile, the value of
the international colourings market was estimated at a r o u n d $ 1 . 1 5 b n i n 2 0 0 7
( € 7 3 1 m ) , u p 2 . 5 p e r c e n t f r o m $ 1 . 0 7 b n ( 6 8 0 m ) i n 2 0 0 4 , according to
Leatherhead Food International (LFI). Natural

colors now make up 31 per cent of the colourings market, compared with 40 per
cent for synthetics, according to LFI.

Bombarding the senses

By choosing to formulate a new beverage, the researchers noted that the new
product would need to be differentiated by improving the sensory characteristics .F o u r
factors were identified for the formulation: four colour
i n t e n s i t i e s ) , t h r e e f l a v o r i n g s , t w o l a b e l t yp e s ( s o f t v e r s u s h a r d ) , a n d
t w o p a c k s i z e s ( s t a n d a r d v e r s u s oversize). By using both quantitative (hedonic
testing) and qualitative (focus groups) a p p r o a c h e s , t h e r e s e a r c h e r s f o u n d
t h a t “ t h e m a i n f a c t o r s w h i c h d r i v e c o n s u m e r preference for this concept are
colour intensity and flavoring”. Indeed, colour intensity accounted for 43 per cent and flavour 32
per cent of the consumers’ overall liking. “Pack s i z e a n d l a b e l t yp e a r e t a k e n i n t o
a c c o u n t b y t h e c o n s u m e r t o a l e s s e r e x t e n t , ” t h e y added. “This methodology of a
qualitative screening associated to a conjoint analysis on relevant sensory attributes has shown
good performances to fit consumers’ expectation: it has now to be reproduced, as every
brand, concept and product is a unique combination designed for a specific consumer
group,” concluded the researchers

Source: Food Quality and Preference Volume 19, Issue 8, Pages 719-726By Stephen Daniels,
07-Oct-2008

3 Taste or health: A study on consumer acceptance of cola drinks

This study examined the relative contributions of taste and health
c o n s i d e r a t i o n s o n consumer liking and purchase intent of cola drinks. Eight types of
commercial cola drinks were evaluated by 305 adult consumers who also completed a brief
questionnaire on food habits. Data were analyzed using factor analysis. Results revealed that
purchase intent of cola drinks was strongly related to degree of liking and to several key sensory
attributes including saltiness, drinks flavor and greasiness. These variables emerged
as the first factor in the analysis, suggesting that consumers perceive these
characteristics as being most important in their choice of cola drinks. Factor 2 described a
health dimension and w a s r e l a t e d t o r e s p o n d e n t s ' a t t i t u d e s t o w a r d f a t i n t h e
d i e t . F a c t o r 3 c o m p r i s e d t w o remaining sensory attributes (color and
crunchiness), which apparently were of minor importance 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.

S o u r c e - B e v e r l y J . Te p p e r a n d A my C . Tr a i l J o u r n a l o f F o o d
S c i e n c e a n d Technology, 15 September 1998
.

4- PAIRED PREFERENCE TESTS USING PLACEBO PAIRS AND

DIFFERENTRESPONSE OPTIONS FOR Cola Drinks, ORANGE JUICES

ABSTRACT Preference tests were performed for varieties of cola drinks, orange juices and
using three response protocols: the traditional paired preference test with the "no preference"
option, a 9-point hedonic scale and a 6-point hybrid hedonic/purchase intent scale. The different
stimuli to be assessed were presented in pairs, but putatively identical stimuli were
also presented as a "placebo" pair. Performance on the placebo pair with identical
stimuli p r o v i d e d a m e a s u r e o f t h e h i d d e n d e m a n d c h a r a c t e r i s t i c s o f t h e t e s t
p r o t o c o l . T h e presentation of the different pairs provided a measure of preference
accompanied by such h i d d e n d e m a n d e f f e c t s . C o m p a r i s o n b e t w e e n t h e t w o
a l l o w e d a b e t t e r m e a s u r e o f preference per se. The order of presentation of the identical
and different pairs did show occasional slight evidence of contrast effects. For the placebo
"identical" pairs, a majority of consumers reported false preferences. Liking questions
with the hedonic and hybrid s c a l e s e l i c i t e d f e w e r f a l s e p r e f e r e n c e s t h a n
p r e f e r e n c e q u e s t i o n s w i t h t h e p a i r e d preference protocol. Yet, the effects
tended to be slight. The 6-point hedonic/purchase intent scale exhibited the fewest false
preferences in the placebo condition, and this was because of its fewer categories rather
than any cognitive strategy change elicited by its different labels.

Source-Davis Woman’s Journal of Food Science and Technology, July 31, 2007

5-“consumer awareness and consumption pattern of food products”

This paper aims to investigate the degree of brand awareness of various food products in
relation to background and education of the household, the consumption
p a t t e r n o f various food products consumed by respondents in the light of their areas, income
levels and education. a sample of200 respondents comprising 100 form rural area and 100 from
u r b a n a r e a w e r e t a k e n . D a t a a r e a n a l yz e d w i t h t h e h e l p o f m e a n . S D , c o –
e f f i c i e n t o f variance-test and f-test.The finding of this study reveals that there is low
degree of brand awareness in rural areas, whereas there is a moderate degree of brand
awareness in urban India. The highly educated rural and urban respondents have high degree of
brand awareness for many food products, and the less educated rural and urban
respondents have low degree of brand awareness for many food products.-

Journal of ims vol 3 no.1, jan-june 2007

6. Good Points
makes a nice change to Coca Cola.
Bad Points
Can be slightly more flat-tasting and with less fizz.
General Comments
Despite people constantly saying the opposite, it is easy to tell the difference between Coca Cola
and Pepsi. Pepsi's less fizzy, more flat taste can be a nice contrast and is more subtle than its
counterpart. Pepsi Max is far nicer than Diet Pepsi and whilst Pepsi Max Twist is initially nice, it
can be rather sickly after a few cans of it.

Overall, Pepsi is a more soft drink and is easier to drink.

7. Good Points
not intense, not to fizzy
Bad Points
sometimes tastes flat
General Comments
Pepsi is a good cheap beverage, i think it tastes better then coke, because when i drink coke my
mouth go nasty and feels weird.anyway.good after taste. Pepsi is harder to buy then coke and
less popular but i like it better, and most people like coke all because its more popular and
overrated, Pepsi has caramel in it which makes it taste better,it is very refreshing and has that
nice soft touch. nice drink.affordable sweet.
8. Good Points
good taste, doesn't taste bad when flat, not as fizzy
Bad Points
goes flat fairly quick, expensive (same price as coke)
General Comments
Pepsi is a good product, although compared to coke I’d rather buy Pepsi but i don’t drink it that
often.

9. Good Points
Tasty
Bad Points
Bad for you ... but don't worry, it won't kill you, so don't try to make it so
Expensive at around a whopping 55p (and rising)
General Comments
In my very important opinion (yeah), it is a little better than Coke, simply because it doesn't have
the same nasty after taste.

People often compare Pepsi and Coke, but I think that this is unfair, as they are in fact quite
different from each other - the main difference being in taste - Pepsi is fresher and not as strong
as Coke.
I would definitely recommend Pepsi over Coke.

10. Good Points

Crisp taste
Refreshing
Exciting
Bad Points
Not like Coke
General Comments
If you see Pepsi on the shelf, or if you're thinking of buying a can/bottle then go for it. You only
live once as they say in the bible. But, the bible also says be aware of false prophets.

11. Good Points

Nice taste
Nice can
Bad Points
Lots of sugar and it rots your teeth!
General Comments
A lot of people will say that Coke is a lot better than Pepsi, but I disagree and say that Pepsi is
better than Coke. Coke just tastes too sweet for me, while Pepsi is just right! Value for money is
very good, and I think it is cheaper than main rival Coca Cola in most stores around the UK.

The only problem is that I think that it has even more sugar in it than Coke, despite it not tasting
as sweet.

I would definitely recommend Pepsi over Coke.

12. Good Points

the right amount of carbonation, good flavor, although a little sweet sometimes.
Bad Points
nothing really bad about it, except that it tends to get flat fairly easily.
General Comments
I could drink Pepsi all day (and I usually kind of tend to), it's just great all American cola that
tastes very good and leaves a good after taste as well. Man, Caleb Bradham was on to something
when he invented this.

CHAPTER 3

RESEARCH METHODOLOGY

RESEARCH DESIGN

• SAMPLING PLAN

• DATA COLLECTION

• POPULATION

• SAMPLING UNIT

• SAMPLING FRAME

• SAMPLING TECHNIQUE

• SAMPLING SIZE
 RESEARCH METHODOLOGY

This chapter describes the research methodology adopted to achieve the objectives of the study.
It includes the scope of the study, research design and collection of data and analysis of data.

Research design
A research design is an arrangement of conditions for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure. It constitutes
the blueprint for collection, measurement and analysis of data.

The research design for my research is exploratory and descriptive, as I will be exploring about
“Retailers perception on soft drinks- A Comparative

Analysis of Pepsi v/s Coca Cola in Jammu (Baribrahamna),”and to gauge the

retailer satisfaction will be another parameter towards exploratory study.

Data collection

For my research study the data has been collected by both the primary and secondary means. For
primary collection I adopted the structured questionnaire, which was filled by 100 respondents.
The secondary data of my research has been collected through newspapers, some web sites
,journals and some previous researches.

Population

All the retailers of Pepsi and Coke soft drinks in Jammu.

Sampling unit

Retalier

Sampling frame

A sampling design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample.

.
Sampling technique

Sampling technique which I am using for my research is Simple Random Sampling

Sampling size

The sampling size of my study is 100 respondents.

Chapter 4

DATA ANALYSIS AND INTERPRETATION

For the purpose of analyzing, raw data was summarized in a

master table and from this table the results have been carried
out. The questions having alternative choices were analyzed by
taking percentages.
ANALYSIS AND INTERPRETATION

5.1 Retailers in soft drink business?

ATTRIBUTES RETAILERS
1year-3years 11
4year-6year 19
7year-9year 27
10year and above 43

Table 5.1

Figure 5.1

Analysis: From the above table and pie chart, 43 retailers are in this business from 10 years-
above and 27 retailers are from 7 years-9 years

Interpretation: There are many retailers working with soft drinks companies in Jammu but most
of the retailers are working from a long time in this particular business.

5.2 Retailers doing business with soft drink companies?

ATTRIBUTES RETAILERS
Coca-Cola and Pepsi both 65
 Pepsi 19
Coca-Cola 16
Any other 0

Table no 5.2

Figure 5..2

Analysis: From the above table and pie chart, there are 65 retailers are working with both Pepsi
and Coca-Cola Company, 19 with Pepsi and 16 with Coca-Cola.

Interpretation: most of the retailers are working with both of the companies and both Pepsi and
Coca-Cola have some monopoly outlets in Jammu city.

Q5.3. What are your sales in terms of bottle per day in your shop?

ATTRIBUTES RETAILERS
Total no. of bottles 34
Pepsi bottles 14
Coca-Cola bottles 20

Table no. 5.3

Figure 5.3

Analysis: From the above table and bar chart, there are 34bottles sold every day both of Pepsi
and Coca-Cola Company, 14 with Pepsi and 20 with Coca-Cola.

Interpretation: Most of the bottles are sold of coca cola company.

Q5.4 (A) Supply needed by Pepsi retailers?

ATTRIBUTES RETAILERS
Daily 70
Alternative days 14
Weekly 0

Table no 5.4

Figure no. 5.4

Analysis:It is found from table 6.6(A) that 70 retailers have daily supply and 14 have on
alternative days but most of the retailers of jammu required the daily service of soft drink.

Interpretation: most of the retailers of Pepsi need daily supply. So it is concluded that the most
of the retailers require the daily service from Pepsi company that indicates the high sales of the
soft drinks.

Q5.4 (B) Supply needle by Coke retailers?

ATTRIBUTES RETAILERS
Daily 60
Alternative days 21
Weekly 0

Table no 5.4
 Figure no. 5.4

Analysis:It is found from table 6.6(A) that 60 retailers have daily supply and 21have on
alternative daysbut most of the retailers of Jammu required the daily service of soft drink.

Interpretation: Most of the retailers of Coke need daily supply

Q5.5 Mode of payment to purchase soft drinks?

ATTRIBUTES RETAILERS
Pepsi Cash 60
Pepsi Credit 24
Coke Cash 59
Coke Credit 22

Table no 5.5

Figure 5.5

Analysis: From the above table and graph, 60 retailers of Pepsi gives cash payment and 24
retailers have credit facility. The company distributor supplies the product to the retailer and they
will return after some time and collecting the money for those products. They are giving more
time to the retailers to give the payment for the drinks but Coca Cola company are not giving this
kind of facility to their retailers.

Interpretation: Most of the retailers of Pepsiand Coke give credit service.

Q5.6 Satisfaction level of retailers regarding supply of Pepsi?

Highly Dissatisfied Neutral Satisfied Highly Total Mean

Dissatisfied Satisfied
(-2) (-1) (0) (1) (2)
0*-2=o 8*(-1)=-8 17*(0)=0 59*(1)=59 0*(2)=0 68 0.80

Table no 5.6

Figure no 5.6

Analysis: From the above table and graph, satisfaction level of retailers regarding supply of
Pepsi is 0.8

Interpretation: Most of the retailers are satisfy with the supply of Pepsi .

Q5.7 Satisfaction level of retailers regarding supply of Coke?

Highly Dissatisfied Neutral Satisfied Highly Total Mean

Dissatisfied Satisfied
(-2) (-1) (0) (1) (2)
0*-2=o 10*(-1)=-10 27*(0)=0 44*(1)=44 0*(2)=0 61 0.75

Table no 5.7
 Figure no 5.7

Analysis: From the above table and graph, satisfaction level of retailers regarding supply of coke
is 0.75

Interpretation: Most of the retailers are satisfy with the supply of Coke but as compare to Pepsi
its less.

Q5.8 Trade schemes offered to retailers by different soft drink companies

ATTRIBUTES RETAILERS
Pepsi 43
Coke 52

Table no 5.8

Figure no 5.8

Analysis: From the above table and graph that most of the retailers agreed with the Coke when
compared to Pepsi. On an average most of the retailers i.e. 52 voted for Coke Company for its
trade schemes offered to the retailers and the remaining 43 retailer are voted for Pepsi Company
for its trade schemes offered to the retailers.

Interpretation: So it is concluded that Coke Company dominated Pepsi in Jammu city in terms
of trade schemes offered to the retailers

Q5.9Consumer promotions offered by which company is good in your opinion

 ATTRIBUTES RETAILERS
Pepsi 47
Coke 53

Table no 5.9

Figure no 5.9

Analysis: From the above table and graph that most of the retailers agreed with the Coke
Company for its consumer promotions offered to the consumers. On an average most of the
retailers i.e. 53 voted for Coke Company for its consumer promotion and the remaining 47
retailer are voted for Pepsi Company for its consumer promotions offered to the consumers.

Interpretation: So it is concluded that Coke Company has better consumer promotions instead
of Pepsi in Jammu city.

Q5.10Influence of TV ads on sales of Pepsi

Highly Decreased Neutral increased Highly Total Mean

Decreased Increased
(-2) (-1) (0) (1) (2)
0*-2=o O*(-1)=-10 17*(0)=0 67*(1)=67 0*(2)=0 67 0.79

Table no 5.10

Figure no 5.10

Analysis: From the above table and graph, on an average most of the retailers are saying that
T.V Ads will help in the increase in the sales of the Pepsi.
Interpretation: So it is concluded that there will be influence of the T.V. Ads on the increase of
the sales of the Pepsi Company a lot.

Q5.11Influence of TV ads on sales of Coke

Highly Decreased Neutral increased Highly Total Mean

Decreased Increased
(-2) (-1) (0) (1) (2)
0*-2=o O*(-1)=-10 17*(0)=0 64*(1)=64 0*(2)=0 64 0.79

Table no 5.11

Figure no 5.11

Analysis: From the above table and graph, on an average most of the retailers are saying that
T.V Ads will help in the increase in the sales of the Pepsi.

Interpretation: So it is concluded that there will be same influence of the T.V. Ads on the
increase of the sales of the Coke Company .

Q5.12 Satisfaction level of retailers regarding maintenance of Pepsi Visi

cooler?

Highly Dissatisfied Neutral Satisfied Highly Total Mean

 Dissatisfied Satisfied
(-2) (-1) (0) (1) (2)
0*-2=o 27*(-1)=-27 32*(0)=0 25*(1)=25 0*(2)=0 -2 -0.023

Table no 5.12

Figure no 5.12

Analysis: From the above table and graph, satisfaction level of retailers regarding maintenance
of Pepsi Visi cooler is -0.023(Mean score).

Interpretation: So it is concluded that retailers of Pepsi are dissatisfy with the maintenance
service of Pepsi Visi cooler.

Q5.13 Satisfaction level of retailers regarding maintenance of Pepsi Visi

cooler?

Highly Dissatisfied Neutral Satisfied Highly Total Mean

Dissatisfied Satisfied
(-2) (-1) (0) (1) (2)
0*-2=o 26*(-1)=-26 35*(0)=0 20*(1)=20 0*(2)=0 -6 -0.007

Table no 5.13

Figure no 5.13

Analysis: From the above table and graph, satisfaction level of retailers regarding maintenance
of Coke Visi cooler is -0.007(Mean score).
Interpretation: So it is concluded that retailers of Coke are dissatisfy with the maintenance
service of Coke Visi cooler. So in the end both Pepsi and Coke retailers are dissatisfied with the
maintenance of Visi cooler.

Chapter 6

Suggestions And Findings

 Findings of the study

1. Coke company dominated Pepsi Company in terms of availability of its brands in Jammu.

2. Most of the retailers of Pepsi require the daily supply, which indicates the high sales of the
soft drinks.

3. Most of the retailers are satisfied with the service of Pepsi Company as compare to coke.

4. Pepsi distribution is poor as compared to coke distribution channel and mainly all the Pepsi
brands are not available in retailers shop.

5. The service of Coke Company is good when compared to Pepsi Company, so here Coke
dominated Pepsi Company in terms of service to the retailers.

6. Coke Company dominates Pepsi Company in Jammu in terms of trade schemes offered to the
retailers.

7. Coke Company dominates Pepsi in Jammu in terms of consumer promotional offers offered to
the consumers.

8. There is influence of the T.V Ads on the increase in sales of the soft drinks a lot.

9. Pepsi Company is not providing the sufficient Pepsi Visi coolers to the retailer and compared
to coke company there are more Coke Visi cooler in Jammu.

10. Pepsi Company providing credit facility to the retailers not good as compare to market
availability.

11. Retailers are totally not satisfied with the maintenance of Pepsi Visi cooler.
 Suggestions

1. Pepsi company has to supply their entire product sufficiently and regularly on time to the
retailers in Jammu.

3. As most of the retailers require daily supply, The company has to supply the drinks daily to
the retailers, so that they can serve the consumers according to their requirements. If they don’t
supply the drinks daily and sufficiently the sales will be decreased.

5. The trade schemes offered by Pepsi Company to the retailers should be increased and also
profitable to the retailers. If they are satisfied with the offers then they will promote the drinks
more and the profit will be more to the company.

6. Pepsi Company should introduce the new and attractive consumer promotional offer. Then the
consumers will be attracted towards Pepsi brand. Then the profit of the company will be
increased.

7. As the TV ads are influencing the soft drinks sales , the company should design the new ads in
an attractive way .

8. Pepsi Visi coolers are supplied very less to the retailers when compared to coke. The company
has to supply more Visi cooler to the retailers to increase their business. The company has to
check the condition of the Visi coolers regularly and if any problems are there then they have to
rectify those problems.

9. The soft drink companies are not providing the credits. There is a problem to the retailers
because they have to invest the amount before the sales of the soft drinks. This may be the
problem for some retailers with low investment. So it is better to provide the credit system to the
retailers.

10. Pepsi company has to take care of Visi coolers as retailers are not happy with the
maintenance of Visi cooler.
CHAPTER 7

BIBLOGRAPHY
 Bibliography

BOOKS

• Kotler, P. (2006). Alphabet soup. Marketing Management, 15(2), 51-51

• Marder, Eric The Laws of Choice—Predicting Customer Behavior (The Free
Press division of Simon and Schuster, 1997
• Kotler, P., &Mindak, W. (1978). Marketing and public relations. Journal of
Marketing, 42(4), 13-20
• Lee, N. R., &Kotler, P. (2009). Ending poverty: “What's social marketing
got to do with it”. Social Marketing Quarterly, 15(4), 134-140
• Honomichl, J. J., Honomichl on Marketing Research, Lincolnwood, IL:
NTC Business Books, 1986.

Webliography

www.pepsico.com access date:15june2012

www.jaibeverages.com access date:16june2012

www.wikipedia.orghttp://en.wikipedia.org/wiki/Indra_Nooyi access date:18june2012

 APPENDIX

QUESTIONNAIRE

NAME OF THE SHOP/OWNER______________________________

ADDRESS_______________________________________________

PHONE__________________________________________________

Q1. From how long haveyou been dealing in some or all of following drinks( pepsi , coke,) ?

(A)1year-3year

(B) 4year-6years

(C) 7year-9years

(D) 10year-12years

Q2. What are the various companies of soft drink you are dealing?

Coca-Cola and Pepsi both (If yes then move to Q3 & Q4)
Coca-Cola (If yes move to Q4)

Pepsi (If yes move to Q3)

Any other please specify ___________

Q3. What are your sales in terms of bottle per day in your shop?

Total no. of bottles______________

Pepsi bottles sold_______________

Coke bottles sold______________

Q4.How frequently you require the supply by soft drink Companies?

For Pepsi

Daily

Alternate days

Weekly 2 times

For Coke

Daily

Alternate days

Weekly 2 times

Q5. What is the mode of payment to purchase the soft drinks?

Pepsi Cash
Pepsi credit

Coke Cash

Coke Credit

Q6. Please indicate your satisfaction level with Pepsi service(supply) ?

Highly Dissatisfied

Dissatisfied

Neutral

Satisfied

Highly Satisfied

Q7. Please indicate your satisfaction level with Coke service(supply) ?

Highly Dissatisfied

Dissatisfied

Neutral

Satisfied

Highly Satisfied

Q8. Trade schemes offered by which company is good to you?

Pepsi
Coke

Rani Juice

Dabur’s Real Juice

Q9. Consumer Promotions offered by which company is good in your opinion?

Pepsi

Coke

Rani Juice

Dabur’s Real Juice

Q10. What is the influence of T.V Ads on sales of Pepsi in your shop?

Highly Decreased

Decreased

Neutral

Increased

Highly Increased

Q11. What is the influence of T.V Ads on sales of Coke in your shop?

Highly Decreased

Decreased
Neutral

Increased

Highly Increased

Q12. Which company Visi Cooler do you have?

Pepsi

Coca Cola

Other

Q13. Please indicate your satisfaction level regarding maintenance of Visi cooler by

Pepsi?

Highly Dissatisfied

Dissatisfied

Neutral

Satisfied

Highly Satisfied

Q14. Please indicate your satisfaction level regarding maintenance of Visi cooler by

Coke?

Highly Dissatisfied

Dissatisfied
Neutral

Satisfied

Highly Satisfied

Q15. Any suggestion to improve Pepsi Company sales?

___________________________________________________________________
Thanks for your feed back