CHAPTERIZATION

CHAPTER 1: Introduction

CHAPTER 2: Advertisement an Overview

CHAPTER 3: Advertisement of soft drinks-A theoretical framework

CHAPTER 4: Analysis and Interpretation

CHAPTER 5: Finding, Suggestions and Conclusion

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 CHAPTER 1

INTRODUCTION

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 1. INTRODUCTION
Advertisements are messages paid for by those who send them and are intended to
inform or influence people who receive them. It is most commonly used sale technique by all
business people. It is used to communicate consumers about introduction of product, price
and policy. Advertising is a form of marketing communication used to promote or sell
something usually a business product or service. Advertising is backbone for any business.

It is a form of mass communication, a powerful marketing tool. Advertising helps in

reaching to the target market. Advertising can thus aptly called as the MOTHER OF ALL
COMMUNICATION. Advertising message are usually paid for by sponsors and viewed via
various old media including mass media such as blogs, websites or test messages.

The role of advertising varies in different industries and depends on how much
importance attributed to advertising relative to other promotional mix elements in a particular
companies marketing program. This would be determined by considering various factors like
consumer behavior, competitive situation, product category, economic condition.

Advertising consists of all activities involved in presenting to a group, a non-personal,

oral or visual, openly sponsored message regarding a product service or idea. It is the most
commonly used sales technique by all business people. Advertising in business is a form of
marketing communication used to encourage, persuade or manipulate an audience to take or
continue to take some action. Commercial advertisers often seeks to generate increased
consumption of their products or services through branding. Non-commercial advertisers who
spend money to advertise other than a consumer product or service include interest groups,
religious organization etc. non-profit organization may rely on fee modes of persuasion such
as Public Service Announcement (PSA).

STATEMENT OF THE PROBLEM

Advertising is an essential tool of marketing and it also influence purchase decision.

Advertisement impact of the people is different from one another. This study is conducted to
evaluate the advertisement effectiveness of soft drinks among people who lives in Konni
Taluk of Pathanamthitta district.

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NEED AND SIGNIFICANCE OF THE STUDY

Advertising is an important aspect to promote product and generate sales. This study
projecting the impact of advertisement of soft drinks. It analyses how an add make an impact
on the customers mind and how it influence their purchase decision. This study focuses on
the various brands of soft drinks available in the market and its impact on customers mind.

OBJECTIVES OF THE STUDY

To examine the effectiveness of advertisements while taking purchase decision of soft drinks

To know the most effective media of advertisement

To find out the reason for liking soft drink advertisement

To know consumer attitude towards soft drink advertisement

To make constructive suggestion and recommendation for the improvement of the advertising

METHODOLOGY OF THE STUDY

Sample design

A sample of 50 respondents was selected from KONNI TALUK by using convenient

sampling technique.

Data required

Primary and secondary data are required to conduct the study. Primary data relates to
the information regarding the effectiveness of soft drinks. Secondary data relates to the
information about the theoretical framework of advertisement effectiveness.

Collection of data

Both primary and secondary data are used for the study. The primary data is collected
through a structured questionnaire. The secondary data is collected from books and via the
internet.

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Tools used

The data collected through questionnaire are classified and tabulated on different
basis like gender, age, education, occupation etc. The tools used for analysis are percentage
analysis.

1. Percentage analysis

Percentages are often used in data presentation for they simplify numbers, reducing all of
them to a 0 to 100 range. Through the use of percentages the data can be reduced into the
standard form with the base equal to 100, which facilitates relative comparison.

PERIOD OF THE STUDY

The survey has been conducting during 16.02.2018 to 17.03.2018. The data collected
through questionnaire method.

LIMITATIONS OF THE STUDY

The study cannot be said to be free from limitations. Even though utmost care was
taken in the collection and analysis of primary data, the following limitations are to be noted:

This study is limited to the advertisement effectiveness of soft drinks.

The study is completed within a very short time and hence it is not possible to have a
deep and detailed investigation of the problem.

There are different kinds of soft drink but only few are specifically studied.

The researcher, being a student, monetary deficiency, has to great extent, reduced the
size of the research.

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 CHAPTER 2

ADVERTISEMENT AN OVERVIEW

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2.1 WHAT IS ADVERTISING?

ADVERTISING &CONSUMER BEHAVIOUR

Advertiser’s primary mission is to reach prospective customers and influence their

awareness, attitudes and buying behavior. They spend a lot of money to keep individuals
(markets) interested in their products. To succeed, they need to understand what makes
potential customers behave the way they do. The advertiser’s goals is to get enough relevant
market data to develop accurate profiles of buyers-to-find the common group (and symbols)
for communications. This involves the study of consumer’s behavior: the mental and
emotional processes and the physical activities of people who purchase and use goods and
services to satisfy particular needs and wants.

Consumer behavior analysis helps to determine the condition that consumer behavior
is likely to make and to give preferred trends in product development, attributes of the
alternative communication method etc. consumer behavior analysis views the consumer as
another variable in the marketing sequence, a variable that cannot be controlled and that will
interpret the product or service not only in terms of the physical characteristics, but in the
context of this image according to the social and psychological make-ups of that individual
consumer (or group of consumers).

CONSUMER BRAND PREFERENCE

Consumer brand preferences represent a fundamental step in understanding consumer

choices. There has been a long standing interest from marketers to understand how
consumers from their preferences towards a specific brand. Brand preference is closely
related to brand choice that can facilitate consumer decision making and activate brand
purchase. Knowing the pattern of consumer preferences across the population is a critical
input for designing and developing innovative marketing strategies. It also uncovers the
heterogeneity of consumer choices leading to efficient market segmentation strategies.
However, forecasting consumer’s preferences between brands is not an easy task. Thus the
evolving marketing strategies focus on analyzing and communicating information about
product attributes. Although these cognitive responses derived from beliefs about brand

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attributes are important in building preferences, there are other emotional responses social
influences that can influence brand preferences.

Concept of brand preference

The notion of preference has been considered in different disciplines such as

economists, psychologists, sociology. However there is no commonly agreed definition of
preference among these disciplines. An individual’s preferences are not stable and can be
endogenous or exogenous. In marketing literature, the word preference means the desirability
or choice of an alternative. Preferences are above all behavioral tendencies. Brand preference
is defined variously as the consumer’s predispositions toward a brand that varies depending
on the salient beliefs that are activated at a given time; the consumer biasness toward a
certain brand; the extent to which a consumer favors one brand over another. There is
difference between brand preference and brand loyalty. Brand preference represents the
attitudinal brand loyalty. The main theme is that the first three decision-making phases of
brand loyalty; however, brand loyalty is more consistent depicted by the long term repeated
purchasing behavior.

Brand preference models

According to multi-attribute models, brand preferences can be explained by

consumer’s beliefs about brand attributes. However, among multi-attribute models Fischbein
model is the most influential one and has been supported empirically. In the theory of buyer
behavior, preferences are the predispositions toward the brands formed from past experiences
upon which the buyer ranks the brands in the evoked set. Although these models had
contributed in the explanation of brand preference formation, they were criticized as being
cognitive models that regard consumers as rational and logical problem solver, neglecting the
role of affective elements in influencing the consumer behavior. Accordingly, Holbroo and
Hirdchman (1982) suggest the shift from this traditional view to an experiential view. While
the traditional view focused on cognitive factors in explain the consumer behavior, the
experiential view focused on the symbolic, hedonic responses beside the cognitive responses,
and regards consumers as more blood and flesh humans who can have emotional and
cognitive responses toward products. The experiential view contributes more in explanation
of brand preferences formation by emphasizing the role of the responses other than the
cognitive one derived from consumer’s experiences with the brand.

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Brand Experience

Brand experience is the subjective internal consumer responses and behavior evoked
by brand related stimuli that are part of a brand’s design and identity, packaging,
communications and environments. Preference formation is a cumulative, learning process
that evolves through time given that experience is the primary source of learning. It is argued
that all aspects of brand experience pave the way and play a fundamental role in determining
and building consumer’s brand preference. Preferences will change by changing experience,
the following can be proposed:

P1: Brand experience is directly related to brand preference.

Brand Associations

Brand associations are the information, such as brand attributes and benefits linked to
the node in memory. Brand associations are the information, such as brand attributes and
benefits lined to the node in memory. According to the human associative theory
(HAM)(Anderson, 1983), brand associations can be formed through direct and indirect
experiences. On the other hand, brand associations provide buyers with reasons to buy and
create value for the brand. They help consumers to process and retrieve information and
evoke positive affect and cognitive considerations of benefits. Brand experience is a key
source of information that consumers have about the brand, linked in memory forming the
brand related associations, which, in turn, will form brand preferences. Therefore the
following can be proposed:

P2: Brand experience is directly related to brand associations.

P3: Brand associations are directly related to brand preferences.

Brand personality

Brand personality refers to a set of human characteristics associated with a brand; it is

about humanizing the brand. Closely related to brand associations brand personality refers to
the symbolic meaning of brand associations. Consumer perceptions of a brand personality are
formed and influenced by all the direct and indirect contacts the consumer has with the brand.
A useful input to these inferences is likely to the brand experience. The brand personality is
created and developed by the direct or indirect brand contact that the consumer experiences.
Moreover, consumer’s experiences enhance the perception and evaluation of brand
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personality as authentic and true to its own nature. The behavioral, intellectual, affective and
sensory responses experienced by the consumer facilitate the trait judgement about a brand
personality dimensions. By humanizing the brand and signaling important attributes, brand
personality allows brands to be used as a self-expressive tool facilitating social interactions
and building interpersonal relationships. The marketing literature shows that brand
associations are an important source of brand personality, which, in turn, is a key driver of
brand preference. Accordingly it can be proposed that:

P4: Brand experience positively influences brand personality.

P5: Brand associations positively influence brand personality.

P6: Brand personality positively influences brand preference.

Human-Brand personality congruence

The self-concept is among the building blocks of brand personality. When consuming
a brand with personality, consumers evaluate brands by matching process that is identifying
brands congruent with their own self-image. This process is called self-congruity; congruence
between consumer’s self-concept or self-perception and symbolic brand image. The brand
personality-self-concept congruence enhances the effective, attitudinal and behavioral
responses, thus leading to favorable brand attitude strong brand preference over competing
brands. Consequently the following can be assumed.

P7: The impact of brand personality on brand preference is stronger when there is a
high congruence between the human and brand personality.

Advertising has been defined by different experts. Some of the quoted definition are:

American marketing association has defined advertising as “any paid form of non-
personal presentation and promotion of ideas goods or services by an identified sponsor.” The
medium used are print broadcast and direct.

Stanton deserves that “advertising consists of all the activities involved in presenting
to a group a non-personal, oral or visual openly, sponsored message regarding a product,
service or idea.” This message called an advertisement is disseminated through one or more
media and is paid for by the identified sponsor.

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 Advertising is any paid form of non-personal paid of presentation of ideas goods or
services by an identified sponsor.

Advertising is a “non-personal paid message of commercial significance about a

product, service or company made to a market by an identified sponsor.”

In developing an advertising programme, one must always start by identifying the

market needs and buyer motivations and must meet five major decisions commonly referred
to as 5M(mission, money, message, media and measurement) of advertising.

Basic Features of Advertising

1. It is a mass non-personal communication.

2. It is a matter of record.

3. It is persuades buyers to purchase the goods advertised.

4. It is a mass paid communication.

5. The communication media is diverse such as print (newspaper and magazines)

It is also called printed salesmanship because information is spread by means of the

written and printed work and pictures so that the people may be induced to act upon it.

2.2 FUNCTIONS OF ADVERTISING

For many firms advertising is the dominant element of the promotional mix particular
for those manufacturers who produce convenience goods such as detergent, non-prescription
drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by
maters of automobiles, home appliances, etc. to introduce new product and new product
features, its uses, its attributes, availability etc.

Advertising can also help to convince potential buyers that a firm’s product or service
is superior to competitors’ product in make in quality, in price etc. it can be create brand

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image and reduce the likelihood of brand switching even when competitors lower their prices
or offer some attractive incentives.

Advertising is particularly effective in certain other spheres too such as:

i. When consumers awareness of products or service is at a minimum.

ii. When sales are increasing for all terms in an industry.

iii. When a product is new and incorporates technological advance not strong and

iv. When primary buying motive exists.

It performance the following functions:

i. Promotion of sales.

ii. Introduction of new product awareness.

iii. Mass production facilitation.

iv. Carry out research.

v. Education of people.

2.3 TYPES OF ADVERTISING

Broadly speaking, advertising may be classified into two categories viz., product and
intuitional advertising.

a. Product advertising.

The main purpose of such advertising is to inform and stimulate the market
about the advertiser’s products of services and sell these. Thus type of advertising
usually promote specific, trended products in such a manner as to make the brand
seem moll desirable. It is used by business government organization and private non-
business organizations to promote uses features, images and benefits of their services
and products. Product advertising is subdivided into direct action and indirect action
advertising, direct action product advertising wages the buyer to take action at once,
ice he sees a quick response to the advertisement which may be to order the product

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 by mail, or mailing a coupon, or he may promptly purchase in a retail store in
response to price reduction during clearance sale. Product advertising aims at
informing persons about what a products is what it does, how it is used and where it
can be purchased. On the other hand selective advertising is made to meet the
selective demand for a particular brand or type of product.

b. Institutional advertising:

It is designed to create a proper attitude towards the sellers to build company

image or goodwill rather than to sell specific product or service. Its purpose is to
create a frame of mind and to implant feeding favorable to the advertisers company.
Its assignment is to make friends for the institution or organization.

It is sub divided into three categories: patronage, public relations and public
service institutional advertising.

i. In patronage institutional advertising the manufacture tells his prospects and

customer about himself policies and lives personnel. The appeals to the
patronage motivation of buyers. If successful, he convince buyers that his
operation entitled him to the money spent by them.

ii. Public relations institution advertising is used to create a favorable imager of

the firm among employees, stock holders or the general public.

iii. Public service institutional advertising wages public support.

c. Other types:

The other types as follows;

i. Consumer advertising

ii. Comparative advertising

iii. Reminder advertising

iv. Reinforcement advertising

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2.4 ADVERTISING OBJECTIVES

The long term objectives of advertising are board, and concern the contribution
advertising should make to the achievement of overall company objectives. Most companies
regard advert singly main objective as hat of proving support to personal selling and other
forms of promotion. But advertising is a highly versatile communications tools and may
therefore by used for achieving various short and long term objectives.

Among these objectives are the following:

1. To do the entire selling job.

2. To introduce a new product.

3. To force middleman to handle the product.

4. To build brand preference.

5. To remind users to buy the product.

6. To publicize some change in marketing strategy.

7. To provide rationalization.

8. To combat or neutralization competitors advertising.

9. To improve the moral of dealers and or sales people.

10. To acquaint buyers and prospects with the new uses of the product.

The function of advertisement, and that purpose its ethics may be discussion below:

1) It leads to cheaper prices. “No advertiser could live in the highly competitive area of
modern business if his method of selling were more costly than those of his rivals.”

2) It acquaints the public with the features of the goods and advantages which buyers
will enjoy.

3) It increase demand for commodities and this results in increased production.

Advertising:

a. Creates and stimulates demand opens and expands the markets.

b. Creates goodwill which loads to an increase in sales volume.

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 c. Reduces marketing costs, particularly product selling costs.

d. Satisfied consumer demands by placing in the market what he needs.

USE OF ADVERTISING

CLASSIC DISTINCTIONS

 Promoting products or Organizations

Institutional advertising promotes organizations, images, ideas or political issues. IE

Beer Company sponsors responsible drinking to promote the company image.

PHILIP MORRIS ADVERTISING

 Stimulating primary and selective demand

First to introduce product needs to stimulate primary demand. Pioneer advertising

informs people about the product (introduction stage of the product life cycle). Do not
emphasize the brand name.

Can also be used to stimulate the demand for a product group, IE Beef Council.

For selective demand, advertisers use competitive advertising, brand uses, benefits not
available with other brands. Can use comparative advertising, 1988 Trademark law
revision Act, cannot misinterpret. American Express et al.

 Offsetting competitors advertising

Defensive advertising, offset to lessen the effect of competitors advertising. Used in

fast food industry, extremely competitive consumer products markets.

 Making salespersons more effective

Tries to presell product to buyers by informing them of uses, features and benefits-
encourage them to contact dealers etc. cars bring to retail store.

 Increasing use of product

Consumer can consume only so much of a product, this limits absolute demand. May
need to convince the market to use the product in more than one way.
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  Reminding and reinforcing customers

Reminder, need to keep company/product name at the forefront of consumers’ minds

in the competitive marketplace. Reinforcement prevents cognitive dissonance.

 Reducing sales fluctuations

Increase sales during slow periods will help increase production efficiency, ie,
advertising reduced prices of lawn mowers in the winter months (reduce inventory
costs). Coupons for pizza only mouthers.

Developing an advertising campaign

Integrated marketing, incorporative sales promotions, and other communications tools.

Video development of an ad within a campaign

Designing a series of advertisements and placing them in various advertising media to reach a
particular target market. Seven steps.

1. Identify and analyze the advertising target

The group of people for which the advertisement is aimed at, may direct campaign at
only a portion of the target market.

Research and analyze advertising targets to establish an information base for a

campaign. Generally increase advertisers knowledge about their target—the more
effective the campaign.

David Ogilvy Award focuses on rewarding research in advertising: 1994 finalists:

 Nabisco’s Oreo Cookie campaign, nostalgic feelings re: cookies, slogan

“unlock the magic” …. Winner!!

 AT&T “you will campaign” customers did not feel AT&T was innovative.

 Goodyear aquatred ads, customer’s concerns were related to tires traction

ability in the wet.

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2. Defining objectives.

What the firm hopes to accomplish from the campaign, should be clear, precise and
measurable, can help measure the success at the end of the campaign. Use a
benchmark.

At what stage are the target market in the product adoption process?

What are the goals of the campaign to increase purchases, to generate traffic in the
retail store etc.?

Demand oriented objective vs. image oriented objectives

Increase customer attitudes… reposition product

Increase customer knowledge of product features

Determine the advertising appropriation

Total amount of money that a marketer allocates for advertising in a specific period.

o Objective and task approach determine the objectives, then list the tasks
needed to achieve the objectives.

o Percent of sales approach sales create marketing. What happens when the
products sales are declining?

o Competition Matching Approach other companies have different advertising

objectives.

o Arbitrary approach determined by high level executives, Delaware MBA

program.

3. Creating an advertising message

A function of the product’s features, uses and benefits.

Must be aware of the characteristics of target market, different message to different

target market.

Depending on objective of the campaign.

Can use a spokesperson. Celebrities’ 1993 ranked;

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1. Cindy Crawford… Pepsi Cola, Revlon

2. Candice Bergen… Sprint (1/3 believe either AT&T or MCI; … don’t want the
personality to over whelm the brand)

3. Bill Cosby… Jello Sports.

4. Michael Jordon, 6th time in 7 years.

Component of the advert:

o Headline

o Illustrations

o Sub-headline

o Body Copy

o Signature

Copy verbal portion of the advert. Includes all aspects except the illustrations.
Attempts to move the reader through:

1. Awareness

2. Interest

3. Desire

4. Action

Headline should attract reader’s attention, make readers want to read the copy.

Developing a media plan

Sets forth the exact media vehicles to be used and dates and times of ads.
Effectiveness of plan determines how many people in the advertiser’s target will
be exposed to the message. Need to select the media to be used and dates and
times ads appear.

Primary goal—reach the highest # of people (within the advertiser’s target) per $
spent. Achieve the appropriate message reach and frequency for the target
audience while staying within the budget.
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 Various media

o TV channels/programs, Baseball=male 18-49 Academy awards = female

18-49

o Sponsor cable channels, reebok with cable Health club “Reebok

University”

o Radio, becoming more segmented, also allowed to own 2FM stations in

one area.

o Magazines, lead time considerations, also pass along rate, subscription

plus news agent sales.

o Newspapers, local vs. national.

o Direct mail, Evolution of Database marketing, able to narrowly target with

DM.

o Outdoor, Billboards Atlanta is most billboard per capita city, transit… City
Buses, Blimps… At events

o Placed-Based, Schools, also sponsor educational programs, supermarkets,

health clubs, dining halls. Intrusive… “Only go where you are wanted!!”
Target market is known…not assumed.

o Electronic, WWW, CompuServe et all.

Need to select general media, ie, newspapers, then subclass, ie Philadelphia Inquirer.

Look at location and demographics of advertiser’s target, use media that appeals to
this group.

Content of message to present affects the choice of media.

Cost of media, use cost comparison indicator-within specific media (IE between two
magazines), CPM “cost per thousand” for magazines.

-cost, total cost; per reader/viewer cost

-reach, # viewers/readers in the audience, print media includes circulation and pass
on, more for magazines then newspapers.
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 -waste, portion of marketer’s audience that are not in the target market.

-frequency, how often can the medium be used/changed, i.e. TV Radio0 hourly,
newspapers daily, yellow pages yearly.

-message performance, number of exposures each advertisement generate and how

long it remains available to the audience; outdoor ads, many exposures/message,
magazines retained for a long period of time.

-clutter, #of advertisements contained in a single program/issue of a medium. TV ads

moving to 15 secs. Each is increasing clutter. Some moving to 2 minutes… or even 5,
especially if there is a complex message… telecommunications… cars maybe!!

Primetime:

o CBS 13 mins 52 secs of non-programming time

o ABC 13 -mins 24 secs

o Daytime 8-19 mins

o ESPN 13 mins 28 secs

o Discovery 15 mins 20 secs

1. Executing the campaign

Requires extensive planning and coordination. Advertising agencies, production costs,

research organizations, media firms, printers, photographers, and commercial artists etc.
detailed schedules are needed to insure everything is accomplished on time.(video)

2. Evaluating the effectiveness of the campaign

Measure the achievement of the objectives, assessing the effectiveness of the copy
etc., and the media.

Typical consumer is bombarded with about 300 advertising messages/day, 109,500

per year. 80% of people cannot remember a typical ad one day after seeing it. NEED
CREATIVITY?

Pretests before campaign, use a consumer jury.

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During the campaign, “inquiries”-coupons numbered.

Posttests after the campaign, use consumer surveys to measure the change in
communication objectives, change in sales or market share. Cannot be precise due to
environment.

Use recognition tests to determine the degree to which consumers recognize

advertisements.

Recall evaluation, consumers are asked what they have seen lately. Aided or unaided.

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 CHAPTER 3

ADVERTISEMENT OF SOFT
DRINKS-

A THEORETICAL FRAME WORK

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3.1. MARKET PROFILE

Coca Cola

Brand of Coca Cola

i. Coca Cola

ii. Thums-up

iii. Limca

iv. Fanta

v. Maaza0

vi. Maaza tetra

vii. Sprite

Flavors of the brand:

i. Cola

ii. Lemon

iii. Soda

iv. Orange

v. Mango

Size of the Coca Cola drinks available in the market

i. 200 ml Bottles (RGB Glasses)

ii. 300 ml Bottles (RGB Glasses)

iii. 500 ml Bottles (RGB Glasses)

iv. 1 Liter (PVC Bottles)

v. 1.5 Liter (PVC Bottles)

vi. 2 Liter (PVC Bottles)

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 Sales of the Coca Cola drinks

Coca Cola c Weekly Monthly Yearly

old drinks (in carets) (in carets) (in carets)
Coca Cola 520 1840 22400
Fanta 250 1030 12900
Thums-up 350 1350 18500
Limca 380 1210 16300
Maaza Tetra 80 380 6200
Sprite 70 280 5000
Maaza 120 690 10000

Primary data

There is more consumption of Coca Cola and has 70% market share in the Chittar area
and Coca Cola having maximum consumption and after that Thumbs-up and after it limca
cold drink in the market and all the product has good sale but less than these.

Brand of Pepsi

i. Pepsi Cola

ii. Mirinda Lemon

iii. Mirinda orange

iv. Pepsi Soda

v. Pepsi Apple

Flavors of the brand

i. Cola

ii. Lemon

iii. Orange
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 iv. Soda

v. Apple

Size of the Pepsi cold drinks available in the market

i. 200 ml Bottles (RGB Glasses)

ii. 300 ml Bottles (RGB Glasses)

iii. 500 ml Bottles (RGB Glasses)

iv. 1 Liter (PVC Bottles)

v. 1.5 Liter (PVC Bottles)

vi. 2 Liter (PVC Bottles)

Sale of Pepsi and cold drinks

Pepsi Weekly Monthly Yearly

cold drinks (in carets) (in carets) (in carets)
Pepsi 430 1750 21600
Mirinda Lemon 390 1180 15400
Mirinda orange 245 1000 13600
Pepsi Soda 126 470 6000
Pepsi Soda 120 400 5000
The consumption of Pepsi, Coca Cola after this sale of Mirinda lemon is there and after it
Mirinda orange is there and the market share is less of Pepsi in comparison of Coca Cola.

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3.2 TOP SOFT DRINKS BRANDS

PEPSI

Pepsi is one of the most popular and most widely consumed soft drink brand
in India. It was introduced to India in 1990 and was an instant hit amongst the Indian
youth. It grew in popularity rapidly and never looked back. It is worldwide and is the
largest selling soft drink brand in India.

COCA COLA

Coca Cola is the world’s largest most selling and most popular soft drink
brand by far. Cola is one of the most sought after and largest selling soft drink brand
in India. It is the signature brand of Coca Cola in India. Coca Cola was relaunched in
1993.

SPRITE

Sprite is a product of Coca Cola. It was introduced in 1999. This particular

brand was grew in terms of sale and popularity. Over the past decade and a half of its
distribution in India. Sprite has contributed a considerable volume of revenue for
Coca Cola in India.

THUMS UP

Thums up is considered synonymous to energy. Thums up was launched in

India in 1993. However it is one of the highest selling brand in India.

LIMCA

Limca is a lime and lemon carbonated soft drink that gives you the flavors of
both lime and lemon. It is the most famous and biggest brand in the lime and lemon
segment. It was launched by Parle Agro in 1971 and was brought by Coca Cola in
1993.

FANTA

Fanta is an orange flavored soft drink ad is equally popular amongst Different

age group. This is the soft drink brand that children prefer the most. Its parent
company is Coca Cola. It was launched in 1993.
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 MAAZA

Maaza is the most famous, most popular and the largest selling mango drink in
the world. The soft drink originated in India in the mid-1970s and become
synonymous with mangoes in general.

3.3 THE CONSUMER DECISION PROCESS MODEL

NEED RECOGNITION

SEARCH FOR INFORMATION

PRE-PURCHASE EVALUATION OF ALTERNATIVES

PURCHASE

CONSUMPTION

POST CONSUMPTION EVALUATION

DIVESTMENT

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 3.4 ROLE OF INDIVIDUAL IN PURCHASE PROCESS

INITIATOR

Family members who initiate the demand for the product

INFLUENCER

Family members who provide information to other members about a product

or services

DECIDER

Family members with the power to determine unilaterally or jointly whether to

shop for purchase, or consume.

BUYER

Family members who make the actual purchase and pay for the product

USER

Family members who use or consume a particular product or service.

3.5 MODEL OF MARKKETING

ACCEPTABILITY ACCESSABILITY

A SUCCESFUL SOLUTION

AFFORDABILITY AWARENESS

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3.6 CREATING BRAND POWER

BRAND LOYALTY

BRAND POWER
BRAND BRAND
STRETCH COVERAGE

BRAND DOMINANCE

3.7 BRAND STRATEGY MODEL

BRAND CORE
BRAND PRODUCT
ASSOCIATION

VALUE

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3.8 PRINCIPALE OF POWER POSTING

BRAND POWER BRAND CORE

ESSENCE CUSTOMER

3.9 TWO MAIN TYPES OF LOYAL BEHAVIOR

LOYAL BEHAVIOUR

REPATE PURCHASE REPATE PURCHASE

BEHAVIOUR BEHAVIOUR

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 CHAPTER 4

ANALYSIS AND
INTERPRETATIONS

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 4.1CLASSIFICATION ACCORDING TO AGE

TABLE 4.1

AGE NUMBER PERCENTAGE

15-25 30 60
26-35 10 20
36-45 8 16
46-55 2 4
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 15% of the respondents are
in the age group of 15-25, 20% are in the age group of 26-35, 16% are in the age group of 36-
45, 4% are in the age group of 46-55.

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 4.2CLASSIFICATION ACCORDING TO GENDER

TABLE 4.2

GENDER RESPONDENTS PERCENTAGE

MALE 30 60
FEMALE 20 40
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that data collected 60% is male
and 40% is female.

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 4.3CLASSIFICATION ACCORDING TO OCCUPATION

TABLE 4.3

OCCUPATION NUMBER OF PERCENTAGE

RESPONDENTS
GOVERNMENT SECTOR 15 30
PRIVATE SECTOR 20 40
BUSINESS 10 20
OTHERS 5 10
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 15 respondents are
government sector, 20 respondents are private sector, 10 respondents are business and 5
respondents are others.

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 4.4CUSTOMERS PREFRENCE ABOUT SOFT DRINKS

TABLE 4.4

OPINION RESPONDENTS PERCENTAGE

YES 40 80
NO 10 20
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 80% of the respondents
take soft drinks and 20% are not taken.

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 4.5FREQUENCY OF TAKING SOFT DRINKS

TABLE 4.5

OPINION RESPONDENTS PERCENTAGE

ONCE A DAY 8 16
TWICW A DAY 2 4
FREQUENTLY 10 20
NOT REGULAR 30 60
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 30 respondents take soft
drink not regular, 10 respondents are take soft drink frequently and 8 respondents are take
soft drinks once a dayand 2 respondents taking soft drink twice a day.

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 4.6FLAVOUR OF SOFT DRINK

TABLE 4.6

OPINION RESPONDENTS PERCENTAGE

COLA 25 50
LEMON 10 20
MINT 5 10
OTHERS 10 20
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the table we can analyze that 50% of the respondents like cola,
20% are like lemon, 10% are like mint, and 20% are like others.

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 4.7NOTICED SOFT DRINKS ADVERTISEMENT

TABLE 4.7

GENDER RESPONDENTS PERCENTAGE

YES 50 100
NO 0 0
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 50 respondents noticed soft
drinks.

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 4.8MEDIUM OF ADVERTISEMENT NOTICED

TABLE 4.8

OPINION RESPONDENTS PERCENTAGE

TELEVISION 30 60
MAGAZINE 5 10
SOCIAL MEDIA 10 20
OTHERS 5 10
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 30 respondents noticed
advertisement through television, 10 respondents noticed advertisement through social media,
5 respondents through magazine and 5 respondents through others.

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 4.9ADVERTISEMENT IS NECESSARY FOR SALE OF SOFT DRINKS

TABLE 4.9

GENDER RESPONDENTS PERCENTAGE

YES 50 100
NO 0 0
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 50 respondents say that
advertisement is necessary for the sale of soft drinks.

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4.10 ADVERTISEMENT FORCED TO CONSUME PRODUCT MORE

TABLE 4.10

OPINION RESPONDENTS PERCENTAGE

YES 30 60
NO 20 40
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 60% of the respondents
forced to consume product more through advertisement and 40% is not forced by
advertisement.

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 4.11 OPINION ABOUT ONLINE ADVERTISEMENT

TABLE 4.11

OPINION RESPONDENTS PERCENTAGE

EXCELLENT 20 40
GOOD 10 20
AVERAGE 18 36
POOR 2 4
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the table we can analyze that 20 respondents saying online
advertisement is excellent, 18 are saying it is average, 10 are saying it is good and 2
respondents are saying it is poor.

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 4.12 THE ADVERTISEMENT REMINDS BRAND NAME WHILE
PURCHASING

TABLE 4.12

OCCUPATION RESPONDENTS PERCENTAGE

AGREE 20 40

STRONGLY AGREE 20 40

DISAGREE 6 12

STRONGLY DISAGREE 4 8

TOTAL 50 100

(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 20 respondents strongly
agree and agree that the advertisement reminds brand name while purchasing. 4 and 6
respondents disagree and strongly disagree.

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 4.13 CONTENT OF ADVERTISEMENT CREATED ATTENTION TO
BUY PRODUCT

TABLE 4.13

OCCUPATION RESPONDENTS PERCENTAGE

FILM STARS 10 20
MUSIC 16 32
THEME/SLOGAN 20 40
OTHERS 4 8
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 40% of the respondents
created attention on theme/slogan, 32% are created attention to music, 20% are created
attention on film stars and 4% are created attention on others.

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 4.14 CELEBRITY ADVERTISEMENT MAKE ANY IMPACT ON
PURCHASE DECISION

TABLE 4.14

AGE RESPONDENTS PERCENTAGE

AGREE 9 18

STRONGLY AGREE 12 24

DISAGREE 10 20

STRONGLY DISAGREE 19 38

TOTAL 50 100

(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that19 respondents strongly
disagree that celebrity doesn’t make any impact on purchase decision, 12 respondents
strongly agree that celebrity make impact on purchase decision, 10 respondents disagree that
celebrity make no impact on purchase decision and 9 respondents agree that celebrity make
impact on purchase decision.

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 4.15 REPEATED ADVERTISEMENT MAE ANY IMPAN PURCHASE
DECISION

TABLE 4.15

AGE RESPONDENTS PERCENTAGE

AGREE 10 20

STRONGLY AGREE 30 60

DISAGREE 8 16

STRONGLY DISAGREE 2 4

TOTAL 50 100

(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 60% and 20% of the
respondents strongly agree and agree that repeated advertisement make impact on purchase
decision, 16% and 4% of the respondents disagree and strongly disagree that it doesn’t make
impact on purchase decision.

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 4.16 INFORMATION MENTIONED IN THE ADVERTISEMENT IS
MISLEADING

TABLE 4.16

AGE RESPONDENTS PERCENTAGE

AGREE 10 20

STRONGLY AGREE 30 60

DISAGREE 5 10

STRONGLY DISAGREE 5 10

TOTAL 50 100

(Source: Primary Data)

INTERPRETATION: From the above table we can analyze that 30 respondents strongly
agree that the information in the advertisement is misleading, 10 respondents agree that the
information is misleading and 5 respondents are strongly disagree and disagree that the
information in the advertisement is not misleading.

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 4.17 SATISFIED WITH THE PERFORMANCE/QUALITY OF THE
PRODUCT WHICH IS SEEN IN THE ADVERTISEMENT

TABLE 4.6

OPINION RESPONDENTS PERCENTAGE

YES 20 40
NO 30 60
TOTAL 50 100
(Source: Primary Data)

INTERPRETATION: From the table we can analyze that 40% of the respondents say that
they are satisfied and 60% are not satisfied.

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 CHAPTER 5

FINDINGS, SUGGESTIONS AND

CONCLUSION

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5.1FINDINGS

1. In this study it is found that maximum of 60% soft drinking are consumed by the people
between the ages 15-25

2. Male respondents consumes more soft drinks than female respondents. i.e.,60%

3. People who work in private sector consumes more soft drinks than others.

4. It is found that 80% of the consumers prefer soft drinks.

5. In this study resulted that 60% of customers taking soft drinks irregularly.

6. In this study it is found that majority 50% of people like cola flavor soft drinks.

7. In this study it is found that the whole respondents (100%) notices soft drinks
advertisements.

8. Majority (60%) of the respondents watching advertisements through television.

9. It is found that (50%) respondents say that advertisement is necessary for the sale of
soft drinks.

10. In this study it is found that maximum (60%) of people focused to consume product
more.

11. 40% of the respondents have excellent opinion about online advertisement.

12. In this study it is found that 20% respondents strongly agree that the advertisement
helps to remembering brand name while purchasing.

13. In this study it is found that majority 40% of people created attention on theme/slogan.

14. 38% of the customers strongly disagree that celebrity doesn’t make any impact on their
purchase decision.

15. It is found that 60% of the customers strongly agree that the repeated advertisement
make impact on their purchase decision.

16. Majority of customers strongly agree that the information in the advertisement is
misleading.
50
 17. In this study it is found that 30% respondents are not satisfied with the performance of
product which is seen in the advertisement.

5.2SUGGESTIONS

1. Brand loyalty of soft drink can be improved by giving continuous advertisement.

2. To give more offers and discounts at specific times help to increase sales.

3. By the advancement of information technology online advertisement and social Medias

will be adopted for attracting new customers.

4. Window advertisement of soft drinks create more attention to customers.

5. The company should make changes according to competitors and as per customer’s
satisfaction.

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5.3CONCLUSION

The study was conducted with the sole objective of finding out advertisement
effectiveness of soft drinks among people who live in Konni taluk. The study mainly
focused on soft drinks like Coca Cola, mint, Lemon etc. it may conclude that the most
preferred brand is Coca Cola because of its price, quality, flavor, and availability. The
study analyzed a conclusion that advertisement is effective and necessary for the sale of
soft drinks, sometimes information mentioning in the advertisement mislead consumer.

Consumer buying decision of soft drink were influenced by factors like brand loyalty,
product packaging, and quality and flavor etc.

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BIBLIOGRAPHY

53
 BIBLIOGRAPHY

 Kothari C.R. (2003): “Research Methodology” (2nd Edition), New Age International
Pvt Ltd.

 Rajan Sexena: “Marketing Management” (2nd Edition) Tata McGraw Hill Publishing
Company Ltd, New Delhi.

 Philip Kotler: “Marketing Management” (13th Edition) Pentice hall of India.

WEBSITE

 http:// www.Wiipedia.Org/Advertising

 http:// www.coca-cola-india.com

 http:// www.managementparadise.com/home.php

 http:// www.business-standard.com

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