Soft Drink Project1

MANIPAL INSTITUTE OF MANAGEMENT
TO STUDY THE CONSUMER BEHAVIOR TOWARD SOFT DRINKS!
By: Jagannath Baranwal 091203004
Submitted to Dr.Manjunatha Prasad To Dept of Management Studies Manipal.
ACKNOWLEDGEMENT
I would like to offer my sincere thanks to Dr.K.V.M.Varambally, Director, Manipal Institute of Management, for the opportunity he has provided us to carry out a mini project, in this process of learning and experience which helps to carry out summer project in future.
I express my sincere thanks to our internal guide Prof. Manjunatha Prasad, Faculty, Manipal Institute of Management.
It is very difficult to name a few people who have been of great help. Therefore, I would like to thank all those whom we covered in the survey and others behind the curtains. I express my profound gratitude and thanks to all individuals who have been extremely inspirational and have helped in the completion of this research study.
It gives me immense pleasure to acknowledge and thank all those who have given consistent guidance, advice and encouragement in my endeavor.
DECLARATION
This is to declare that the work entitled To Study the consumer behavior toward soft drinks in Manipal is done on original basis. I carried out the study during the month of March 2010 in Manipal, as a mini project.
This work was done under the guidance and supervision of our faculty guide,
PROF. MANJUNATH PRASAD.
PLACE: MANIPAL DATE: 28.03.2010
INDEX
Sl.No 1. Contents Introduction a) Objective of the study b) Research question 2. Research methodolgy 2.1 Research design: 07-09 Descriptive type2.2 Sampling design: a) Type of population: b) Sampling unit: c)Parameter of interest: 2.2) Statistical tool :Descriptive type 2.3 Sampling: a) Datab) Data collecting instrument2.4 Scaling technique: 2.5 Limitation of study Page No 05-06
3. Data analysis a) FrequencyTable b) Cross Tabulation& Chi-square test 10-23
4. Conclusion 24
5.
Questionnaire
25
Chapter-1
INTRODUCTION
The major constituent of our body is fluid ,it is an essential requirement that need to be fulfilled. in modern life there are different kind of soft drinks are available in market such as carbonated drinks milk product juice and fruit drinks . Now days these drinks have been part of the life of all of us, we all are well aware of these words. 1. Taste the thunder 2. Ye Dil mange more 3. Yeh hai youngisthan meri jaan 4. Do the DEW 5. Amul taste of India
Today soft drink not only reduce the thirst but also Has become style and fashion .My Interest of survey is to know what people like most about soft drinks and what attracts them toward these products .
OBJECTIVE: 1) To understand consumer perception toward soft drinks. 2) To understand purchase behaviour of consumer. 3) To understand relationship between demography of population and purchase behaviour. 4) To understand what people prefer most towards soft drinks. RESEARCH QUESTIONS: 1) 2) 3) 4) 5) What are the factors attracting people towards soft drinks? What are the factors influencing people s choice? What people looks for in these product? What is the preference of people? What is the criteria for selection?
Chapter-2
METHODOLOGY
RESEARCH DESIGN: Descriptive type- describe data and characteristics about people. -survey and fact finding enquiries. SAMPLING DESIGN: Type of population: infinite Sampling unit: geographical sampling unit[manipal]. Parameter of interest: most popular soft drinks among people. criteria of selection of selection of soft drinks by people. SAMPLING: Random probability samplingA sample size of 170 consumer was selected from Manipal . where, e = 0.1 Z = 1.96 at 95% confidence level;
S.D= Range of population 6 Range = difference between highest and lowest score
= 4/6
Sample size- 170 having history of consuming soft drinks. Data- primary. Data collecting instrument- questionnaire. Scaling technique: rating scale.
STATISTICAL TOOLS: ` Descriptive study concerned with characteristics of a particular individual, group.
` Gives answer to WHAT is The most common ways to collect information for descriptive research include surveys, interviews, observations .These may be used singly or in various combinations depending on the research question to be address. ` Involves collection of information from sample of respondents only once ` Cross-sectional designs
` Could have a single cross-sectional design (only one sample) or multiple crosssectional design (many samples of respondents) ` Most popular design in marketing research ` Example: Sample surveys
` Longitudinal Designs ` A fixed sample of the population is measured repeatedly, i.e., same respondents studied over time ` ` ` Large amounts of data can be collected but can be expensive Useful for tracking changes in consumer attitudes and behaviour over time Example: Diary panel data.
Limitation of the study: 1) Some of respondents refuse to fill the questionnaire. 2) Responses may vary as some of people did not want to come with real answer. 3) Limitation of time. 4) Small sample size. 5) Personal bias of respondents limit the scope of study. 6) Survey is conducted only in manipal hence results may vary in other part.
Chapter-3
ANALYSIS ON PREFERENCE OF PEOPLE TOWARDS SOFT DRINK IN MANIPAL
Frequency table
Gender of consumer(3.1a)
Frequency 112 58 170 Percent 65.9 34.1 100.0 Valid Percent 65.9 34.1 100.0 Cumulative Percent 65.9 100.0
Valid
Male Female Total
Gender of consumer
f emale 34.1%
male 65.9%
Inference:- The study was performed on 170 people which were randomly selected in that major portion is covered by the male that is 65.9% and female with 34.1%.
Consumers occupation(3.2a)
Frequency Valid Profe iona l Bu ine man ervice tudent other Total Percent 13.5 12.9 13.5 52.9 7.1 100.0 Valid Percent 13.5 12.9 13.5 52.9 7.1 100.0 Cumulative Percent 13.5 26.5 40.0 92.9 100.0
prof e
7.1%
bu
ine
tudent
52.9%
Inference:- Out of 170 people surveyed the major portion is covered by the student 52.9% and followed by professional and service person with 13.5% and businessman with 12.9% and other w
other
23 22 23 90 12 170
Con umer' occupation

ional
13.5%
man
12.9%
ervice
13.5%
Consumers age group(3.3a)

Frequency 78 57 12 11 12 170 Percent 45.9 33.5 7.1 6.5 7.1 100.0 Valid Percent 45.9 33.5 7.1 6.5 7.1 100.0 Cumulative Percent 45.9 79.4 86.5 92.9 100.0
Valid
15-20 20-25 25-30 30-40 40-50 Total
Consumer's age group

40-50 7.1% 30-40 6.5% 25-30 7.1% 15-20 45.9%
20-25 33.5%
Inference:- The 170 people surveyed and there age was found to be 15-20 years with 45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and 30-40 years with 6.5%.
Kind of soft drink preferred by consumer(3.4a)

Frequency Percent 50.0 25.3 8.2 5.3 11.2 100.0 Valid Percent 50.0 25.3 8.2 5.3 11.2 100.0 Cumulative Percent 50.0 75.3 83.5 88.8 100.0
Kind of oft drink referred y con umer

f ruit juice 11.2% ener y drink 5.3% milk roduct 8.2%
car onated( e
non car onated 25.3%
Inference:- Out of 170 people the kind of soft drink preferred by the people are carbonated(50%), non carbonated(25.3%), fruit juice (11.2%), milk products (8.2%)and energy drinks (5.3%).
non car onated milk roduct ener y drink fruit juice Total
Valid
car onated( e i coke etc)
85 43 14 9 19 170
i cok 50.0%
Why people prefer soft drink(3.5a)

other 7.1 a
ion
13.5
tyle
52.9
20.0
ener y 6.5
Inference:- 52.9% people purchase soft drink because they are thirsty, 20.0% purchase for style, 13.5% purchase for passion, 6.5% purchase for energy and 7.1% purchase for other purpose.

Valid
Thir t Ener y Style a ion Other Total

Why eo le refer oft drin

thir t
Consumer s buying reason(3.6a)

br nd 6. % pr
b ss dor
6. %
b t
br nd name
t st
nd f
our
. %
&
. %

Cons
& & '& &
1 (3( &3(& 2& 1 &0

Valid
rand name ta te and flavour ea y availa ility rice rand am a ador Total
r's b
ng r
son
2&3
&0 &
0 )(
6. %
!$
"! #
Inference:- Consumer s buying reason for soft drink, major people i.e 46.5% on brand name, 27.1% on taste and flavor, 13.5% for easy availability, 6.5% on price, 6.5% on brand ambassador.
Package preferred by consumer(3.7a)

Frequency Percent 25.9 20.6 40.6 12.9 100.0 Valid Percent 25.9 20.6 40.6 12.9 100.0 Cumulative Percent 25.9 46.5 87.1 100.0
Packa e referred y con umer

tetra ack
25.9%
metal cane 40.6%
la
20.6%
Inference:- The most convenient package preferred by consumer is metal cane (40.6%),and followed by glass bottle (20.6%), plastic bottle (25.9%), and tetra pack (12.9%).
A @@ 9
@ 8
12.9%
6 55 7 6 5 4
Valid
la tic ottle la ottle metal cane tetra ack Total
44 35 69 22 170
la tic ottle
ottle
Reason to attract towards advertisement(3.8a)

Frequency Valid creativity lo an rand am a ador idea of adverti in the me a e frequency of add lo ical rea onin Total 20 100 34 2 14 170 Percent 11.8 58.8 20.0 1.2 8.2 100.0 Valid Percent 11.8 58.8 20.0 1.2 8.2 100.0 Cumulative Percent 11.8 70.6 90.6 91.8 100.0
Rea on to attract toward adverti ement

lo ical rea onin 8.2
frequency of add 1.2
idea of adverti in 20.0
creativity lo an 11.8
rand am a
ador
58.8
Inference: Reason to attract consumer towards advertisement is as brand ambassador 58.8%,idea of advertising 20%,creativity 11.8%,logical reasoning 8.2% and frequency of add 1.2%.
F G
GG H
C BB C B C
BB D D C B B C
F G
E E
Time of consumption(3.9a)
Time of con um tion

mornin 8.8
no
ecific time
afternoon 26.5
44.7
evenin ni ht 8.2
11.8
Inference:- The view of consumer on the consumption of the soft drink on the basis of time is as follow , No specific time 44.7%, evening 11.8%, afternoon 26.5%, morning 8.8%, night 8.2%.
R U
R U
Valid
mornin afternoon evenin ni ht no ecific time Total
QP
R TS R
Crosstabs
Case Processing Summary
N ender * if ye what occu ation * if ye what a e * if ye what 170 170 170
Gender of consumer's* Kind of soft drink preferred by consumer(3.1b)

if ye what
ender
Male
Count Ex ected Count Count Ex ected Count Count Ex ected Count
7 28.3 36 14.7 43 43.0
56.0 15 29.0 85 85.0
9.2 0 4.8 14 14.0
5.9 3 3.1 9 9.0
female
Total
Most of the male prefer carbonated drink while female prefer non-carbonated drink. Null hypothesis : Gender of consumers and Kind of soft drink preferred by them are independent. Alternative hypothesis : Gender of consumers and Kind of soft drink preferred by them are dependent. Chi-Square Tests
car onated( e i coke etc) 70
non car onated
milk roduct 14
ener y drink
fruit juice 15 12.5 4 6.5 19 19.0
100.0
.0
170
100.0
X X
X X
X X
Percent 100.0 100.0
0 0
W VV
Valid
Mi in
V V
Percent .0 .0 N
Ca e
Total 170 170 Percent 100.0 100.0
`b a
Total 112 112.0 58 58.0 170 170.0
Pear on Chi-Square Likelihood Ratio Linear- y-Linear A ociation N of Valid Ca e
4 4 1
.039 170
Inference:- We reject the null hypothesis since significance level is less than .05 and accept the alternative
hypothesis that gender of consumer s and kind of soft drink preferred by them are dependent.
80
60
if ye what
car onated( e e etc) non car onated milk roduct
Count
energy drink 0 male female fruit juice
gender
Most of the male prefer carbonated drink while female prefer non-carbonated drink.
Crosstabs Consumer's occupation * Kind of soft drink preferred by consumer (3.2b)
20
sr r
40
i cok
ee
a 2 cell (20.0 ) have ex ected count le
than 5. The minimum ex ected count i 3.07.
Value 66.024(a) 69.775
df
A ym . Si . (2- ided) .000 .000 .844
e e
ee
Cr
if es
occupation
rof
ional
Count
ussinessman
Count Count Count Count Count
t t t t t
11. 11.
ser i e student ot er Total
45.0 0 6.0 85 85.0
Most of the consumer prefer the carbonated drink. Null hypothesis: Consumer occupation and kind of the soft drink preferred by them are independent. Alternative hypothesis : Consumer occupation and kind of the soft drink preferred by them are dependent.
Chi f fde d
Pearson Chi- uare Likelihood Ratio Linear- -Linear ssociation N of alid Cases
i j l
Value 68.599a 62.991 4.897 170
df 16 16 1
symp. i . (2-sided) .000 .000 .027

mg
a. 14 cells (56.0%) have expected count less than 5. The minimum expected count is .64.
Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative
hypothesis that consumer occupation and kind of soft drink preferred by them are dependent.
2 . 22 22. 12 3.0 43 43.0
Count
milk products 2 1. 3 1. 7 1. 2 7.4 0 1.0 14 14.0
ener
x x yx
yx
car onated(p epsi coke etc) 12 11.
non car onated 2 .
w v uut
t
at drinks 3 1.2 2 1.2 2 1.2 2 4. 0 .6 9 9.0 fruit juice 4 2. 3 2. 3 2. 9 10.1 0 1.3 19 19.0 Total 23 23. 22 22. 23 23. 90 90.0 12 12.0 170 170.0
xx x x
g h
60
50
if ye what
car onated( e e etc)
30
20
non car onated milk roduct
Count
energy drink 0 rofe ional u ine man fruit juice
ervice
other
tudent
occu ation
Most of the student prefer carbonated drink , and the service man prefer the milk products.
Crosstabs Consumer's age group * Kind of soft drink preferred by consumer (3.3b)
10
oq q o
40
i cok
oo oo p
oo n
Cr
age
15-20 20-25 25-30 30-40 40-50
Total
6.0 9 5.5 0 6.0 85 85.0
The age limit from 15-20 and 20-25 prefers carbonated drinks. Null hypothesis: Consumer age group and kind of soft drink preferred by them is independent. Alternative hypothesis: Consumer age group and kind of soft drink preferred by them is dependent.
Chi
Pearson Chi- uare Likelihood Ratio Linear- y-Linear ssociation N of Valid Cases

Value 100.386 a 88.573 2.369 170
df 16 16 1
symp. ig. (2-sided) .000 .000 .124
a. 15 cells (60.0%) have expected count less than 5. The minimum expected count is .58.
Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative
hypothesis that consumer age group and kind of soft drink preferred by them are dependent.
xy
Count
~} }|{ z
~} }|{ z
~} }|{ z
~} }|{ z
~} }|{ z
~} }|{ z
Count ct Count ct Count ct Count ct Count ct Count ct
milk products 2 6. 3 4.7 0 1.0 2 .9 7 1.0 14 14.0
energy drinks 6 . 3 3. 0 .6 0 .6 0 .6 9 9.0
fruit uice 9 8.7 7 6.4 0 1.3 0 1.2 3 1.3 19 19.0
car onated( epsi coke etc) 39 39. 37 28.5
non car onated 22 9.7 7 14.4 12 3.0 0 2.8 2 3.0 43 43.0
v u tts
t if yes at Total 78 78. 57 57. 12 12.0 11 11.0 12 12.0 170 170.0
50
40
30
if yes what
car onated( e si cok
20
e etc) non car onated
10
milk roducts energy drinks
Count
0 15-20 20-25 25-30 30-40 40-50
fruit juice
age
The consumer with the age limit between 15-25 preferred carbonated drinks.
Conclusion
From the analysis of data collected I have reached the following conclusion
1. Male consumer were 65.9% and female were 34.1%. 2. Most of consumer were student 52.9% and followed by professional and service person with 13.5% and businessman with 12.9% . 3. Most of the consumer were found in age group 15-20 years with 45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and 30-40 years with 6.5%. 4. The kind of soft drink preferred by the people are carbonated(50%), non carbonated(25.3%), fruit juice (11.2%), milk products (8.2%)and energy drinks (5.3%). 5. 52.9% people purchase soft drink because they are thirsty, 20.0% purchase for style, 13.5% purchase for passion, 6.5% purchase for energy and 7.1% purchase for other purpose. 6. Reason to attract consumer towards advertisement is as brand ambassador 58.8%,idea of advertising 20%,creativity 11.8%,logical reasoning 8.2% and frequency of add 1.2%. 7. The view of consumer on the consumption of the soft drink on the basis of time is as follow , No specific time 44.7%, evening 11.8%, afternoon 26.5%, morning 8.8%, night 8.2%. 8. I came to conclusion that visibility affect the sales in a very special way and in term of advertisement the brand ambassador ,creativity,Idea of sending message is most attracting feature. 9. In todays scenario customer is the King he has got various choice around him they prefer their taste and price
STUDY ON CONSUMER BEHAVIOR TOWARDS SOFT DRINK

QUESTIONNAIRE.......... Name :
Sex:Age:1)
male
female
15-20
2) 20-25 5) 40-50
3) 25-30
4) 30-40
Occupation:1) Professional 2) Businessman 5) Other 3) Service
4) Student
Q1) Do you prefer soft drinks?

a) Yes b) No
Q2) If yes , what?

a) b) c) d) e) Carbonated {pepsi,coke,thumsup,sprite,7up} Non-carbonated {maja,slice,fruity} Milk products. Energy drinks. Fruit juices.
Q3) Why do you drink for?

a) d) Thirst Passion b) Energy e) Other c) Style
Q4) Do you give a look on ingredients and calorie value?

a) d) Always Rarely b) Often e) Never c) Occasionally
Q5) What is your weekly consumption?
a) b) c) d) e)
1-5 5-10 10-20 20-30 More than 30.
Q6) What do you prefer most about soft drinks before purchase?
a) Brand name d)Packaging b)Taste-flavour e)Price c) Easy availability f) Brand ambassador
Q7) What package do you prefer?

a) a) b) c) d) Plastic bottles Glass bottles Metal cane Tetra-packs Other
Q8) What attract you in advertisement?

a) b) c) d) e) Creativity-slogan Brand ambassador Idea of advertising the message Frequency of add Logical reason
Q9) Upto what extent brand name effect your purchase of sofdrink? a) I Always see brand name b) I prefer my brand name c) It doesn t matter Q10) Upto what extent taste and favour effect your choice? a) I always go with my taste b) I prefer my taste c) It doesn t matter Q11) Does the availability of soft drink affect your purchase? a) b) c) d) e) Strongly agree Agree Neutral Disagree Strongly Disagree
Q12) Does the price of product affect your Purchase of soft drink? a) Always
b) c) d) e)
Often Occasionally Rarely Never
Q13) Does the brand ambassador affect your purchase of soft drink? a) b) c) d) e) Always Often Occassionally Rarely Never
14) When do you prefer to have soft drink? a) Morning b) Afternoon c) Evening d) Night e) No specific time

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MANIPAL INSTITUTE OF MANAGEMENT

TO STUDY THE CONSUMER BEHAVIOR TOWARD SOFT DRINKS!

By: Jagannath Baranwal 091203004

Submitted to Dr.Manjunatha Prasad To Dept of Management Studies Manipal.

PROF. MANJUNATH PRASAD.

PLACE: MANIPAL DATE: 28.03.2010

3. Data analysis a) FrequencyTable b) Cross Tabulation& Chi-square test 10-23

Male Female Total

Con umer' occupation

Consumers age group(3.3a)

15-20 20-25 25-30 30-40 40-50 Total

Consumer's age group

Kind of soft drink preferred by consumer(3.4a)

Kind of oft drink referred y con umer

non car onated 25.3%

car onated( e i coke etc)

Why people prefer soft drink(3.5a)

Thir t Ener y Style a ion Other Total

Why eo le refer oft drin

Consumer s buying reason(3.6a)

1 (3( &3(& 2& 1 &0

Package preferred by consumer(3.7a)

Packa e referred y con umer

metal cane 40.6%

la tic ottle la ottle metal cane tetra ack Total

Reason to attract towards advertisement(3.8a)

Rea on to attract toward adverti ement

frequency of add 1.2

idea of adverti in 20.0

Time of con um tion

mornin afternoon evenin ni ht no ecific time Total

N ender * if ye what occu ation * if ye what a e * if ye what 170 170 170

Gender of consumer's* Kind of soft drink preferred by consumer(3.1b)

Count Ex ected Count Count Ex ected Count Count Ex ected Count

7 28.3 36 14.7 43 43.0

56.0 15 29.0 85 85.0

9.2 0 4.8 14 14.0

5.9 3 3.1 9 9.0

car onated( e i coke etc) 70

non car onated

fruit juice 15 12.5 4 6.5 19 19.0

Percent 100.0 100.0

Total 170 170 Percent 100.0 100.0

Total 112 112.0 58 58.0 170 170.0

Pear on Chi-Square Likelihood Ratio Linear- y-Linear A ociation N of Valid Ca e

energy drink 0 male female fruit juice

Crosstabs Consumer's occupation * Kind of soft drink preferred by consumer (3.2b)

a 2 cell (20.0 ) have ex ected count le

than 5. The minimum ex ected count i 3.07.

Value 66.024(a) 69.775

A ym . Si . (2- ided) .000 .000 .844

Count Count Count Count Count

Count Count Count Count Count

ser i e student ot er Total

45.0 0 6.0 85 85.0

Value 68.599a 62.991 4.897 170

symp. i . (2-sided) .000 .000 .027

2 . 22 22. 12 3.0 43 43.0

milk products 2 1. 3 1. 7 1. 2 7.4 0 1.0 14 14.0

car onated(p epsi coke etc) 12 11.

non car onated 2 .

non car onated milk roduct

energy drink 0 rofe ional u ine man fruit juice