Marketing Research Proposal

Consumers preference of Carbonated and non -Carbonated drinks along with meals in Ahmedabad

Presented to

Prof. Toby Mammen, Faculty- marketing, IBS - Ahmedabad. Bhagat Singh (07BS0972) Nimita Pandey

Proposed By (07BS2595)

Prasanjit Goswami (07BS2925) Rahul Jain (07BS3189)

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CONTENTS
1. INTRODUCTION 2. OBJECTIVES 3. SCOPE OF STUDY 4. INFORMATION REQUIRED RESEARCH METHODOLOGY

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6. SAMPLING PLAN

7. SCALING TECHNIQUES TIMELINE & EXPENSES

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1. INTRODUCTION

Indian culture, traditions and has gone for a makeover since last decade. India will become the fifth largest consumer market by 2025.the combination of rapidly rising household incomes and a robustly growing population will lead to a striking increase in consumer spending. The aggregate consumption in India will grow in real terms from 17 trillion (in rupees) today to 34 trillion (in rupees) by 2015 and 70 trillion (in rupees) by 2025-a fourfold increase. Due to change in Life style of Indian masses, an inclination towards westernization, the growth of urbanization and other socio-economic factors one has witnessed an increase in spending pattern of an individual. Today the best reflection of modern India can be seen in their approach towards of drinking and dining. They are not only a matter of economics, but an object of preference and comfort. The popularity of dining out and choice of meal has given a boost to the soft drink industry. Almost 35% of Indian masses prefer soft drinks with meal. There has being a noticeable growth in the carbonated drinks segment as well in the non-carbonated drink arena, with a market share of 60% and 35%, respectively. Increase in number of Restaurants and eateries encouraging soft drink consumption. Hence it can be evidenced that soft drinks have achieved a status of beverages complementing meals. Our study focuses on a city like Ahmedabad, where people are moreover of different cult. In this city the market of soft drinks is moreover governed by butter milk- a Guajaratis first choice with meal! Apart from the traditional soft drinks, the market is well dominated by cola giants like Pepsi and Coca cola, where the growth is observed to be 32% and 68% respectively. The varieties of soft drinks catered to the consumers has wide range right from carbonated drinks to non carbonated drinks, water based and milk based and fruit based drinks as well. The study revolves around to basic terminologies. We have defined the terms as per the requirement of the project. They are as follow:
Soft drinks: beverages not containing alcohols, Classified as carbonated and non-carbonated. Meals: Food that is prepared and eaten outside, usually at a specific time. (Noon and night)

The project will focus on the intersection of these terminologies and consumers attitudes towards this intersection. The consumption of soft drinks among individuals is no more restricted to quenching of thirst but they are consumed for lot more reasons. Consumption of different categories of drinks along with meals is also a visible phenomenon.

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Our study will cover measuring attitudes of the consumers towards the soft drink which will compliment their meal and what are the driving factors for selection of drinks to be consumed with meals.

2. OBJECTIVES

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