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A STUDY ON CONSUMER BEHAVIOR TOWARD SOFT DRINKS Done By – Anand Kumar XI-B 1
A STUDY ON
CONSUMER
BEHAVIOR TOWARD
SOFT DRINKS
Done By –
Anand Kumar
XI-B
1
Content  Introduction  Research Methodology  Data analysis  Conclusion  Questionnaire 2
Content
 Introduction
 Research Methodology
 Data analysis
 Conclusion
 Questionnaire
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introduction  The major constituent of our body is fluid, it is an essential requirement that
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.
Taste the thunder
Ye Dil mange more
Yeh hai youngisthan meri jaan
Do the DEW
Amul taste of India
 Today soft drink not only reduce the thirst but also has
become style and fashion. The interest of survey is to
know what people like most about soft drinks and what
attracts them toward these products.
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objective 1. To understand consumer perception toward soft drinks. 2. To understand purchase behavior of consumer.
objective
1.
To understand consumer perception
toward soft drinks.
2.
To understand purchase behavior of
consumer.
3.
To understand relationship between
demography of population and purchase
behavior.
4.
To understand what people prefer most
towards soft drinks.
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Research Questions 1. What are the factors attracting people towards soft drinks? 2. What are the
Research Questions
1.
What are the factors attracting people
towards soft drinks?
2.
What are the factors influencing people’s
choice?
3.
What people looks for in these products?
4.
What is the preference of people?
5.
What are the criteria for selection?
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Methodology  Research design: Descriptive type  Sampling design: ◦ Type of population: Infinite ◦ Sampling
Methodology
 Research design: Descriptive type
 Sampling design:
◦ Type of population: Infinite
◦ Sampling unit: geographical sample unit
(Manipal)
◦ Parameter of interest: Most popular soft
drinks among people. criteria of selection
of selection of soft drinks by people.
◦ Sampling: : Convenient sampling (non
probability)
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sampling  A sample size of 170 consumer was selected from Manipal.   where, e
sampling
 A sample size of 170 consumer
was selected from Manipal.
where, e = 0.1
 Z = 1.96 at 95% confidence
level;
= 4/6
 S.D= Range of population
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data  Type: Primary  Data collecting instrument: Questionnaire.  Scaling technique: Rating scale. 9
data
 Type: Primary
 Data collecting instrument:
Questionnaire.
 Scaling technique: Rating scale.
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Limitation of the study: 1. Responses may vary as some of people did not want to
Limitation of the study:
1.
Responses may vary as some of people did
not want to come with real answer.
2.
Small sample size.
3.
Personal bias of respondents limit the scope
of study.
4.
Survey is conducted only in Manipal hence
results may not be generalized.
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Data analysis 11
Data analysis
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Frequency table  Gender of consumer Valid Frequency Percent Percent Cumulative Percent Valid Male 112 65.9
Frequency table
 Gender of consumer
Valid
Frequency
Percent
Percent
Cumulative
Percent
Valid
Male
112
65.9
65.9
65.9
Female
58
34.1
34.1
100.0
Total
170
100.0
100.0
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%.
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Frequency table  Consumer’s occupation Cumulative Frequency Percent Valid Percent Percent Valid Professional 23 13.5 13.5
Frequency table
 Consumer’s occupation
Cumulative
Frequency
Percent
Valid Percent
Percent
Valid
Professional
23
13.5
13.5
13.5
Businessman
22
12.9
12.9
26.5
service
23
13.5
13.5
40.0
student
90
52.9
52.9
92.9
other
12
7.1
7.1
100.0
Total
170
100.0
100.0
Consumer's occupation
other
professional
7.1%
13.5%
bussinessman
12.9%
student
service
52.9%
13.5%
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
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Frequency table  Consumer’s age group Cumulative Frequency Percent Valid Percent Percent Valid 15-20 78 45.9
Frequency table
 Consumer’s age group
Cumulative
Frequency
Percent
Valid Percent
Percent
Valid
15-20
78
45.9
45.9
45.9
20-25
57
33.5
33.5
79.4
25-30
12
7.1
7.1
86.5
30-40
11
6.5
6.5
92.9
40-50
12
7.1
7.1
100.0
Total
170
100.0
100.0
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%
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Kind of soft drink preferred by consumer Cumulative Frequency Percent Valid Percent Percent Valid carbonated(pepsi coke
Kind of soft drink preferred by
consumer
Cumulative
Frequency
Percent
Valid Percent
Percent
Valid
carbonated(pepsi
coke etc)
non carbonated
85
50.0
50.0
50.0
43
25.3
25.3
75.3
milk products
14
8.2
8.2
83.5
energy drinks
9
5.3
5.3
88.8
fruit juice
19
11.2
11.2
100.0
Total
170
100.0
100.0
Kind of soft drink preferred by consumer
fruit juice
11.2%
energy drinks
5.3%
milk products
8.2%
carbonated(pepsi cok
50.0%
non carbonated
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%).
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Why people prefer soft drink Frequency Percent Valid Percent Cumulative Percent Valid Thirst 90 52.9 52.9
Why people prefer soft drink
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Thirst
90
52.9
52.9
52.9
Energy
11
6.5
6.5
59.4
Style
34
20.0
20.0
79.4
passion
23
13.5
13.5
92.9
Other
12
7.1
7.1
100.0
Total
170
100.0
100.0
Why people prefer soft drink
other
7.1%
passion
13.5%
thirst
52.9%
style
20.0%
energy
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.
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Consumer’s buying reason Cumulative Frequency Percent Valid Percent Percent Valid brand name taste and flavour easy
Consumer’s buying reason
Cumulative
Frequency
Percent
Valid Percent
Percent
Valid
brand name
taste and flavour
easy availability
price
brand ambassador
Total
79
46.5
46.5
46.5
46
27.1
27.1
73.5
23
13.5
13.5
87.1
11
6.5
6.5
93.5
11
6.5
6.5
100.0
170
100.0
100.0
Consumer's buying reason
brand ambassador
6.5%
price
6.5%
easy availability
13.5%
brand name
46.5%
taste and flavour
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.
27.1%
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Package preferred by consumer Frequency Percent Valid Percent Cumulative Percent Valid plastic bottle glass bottle metal
Package preferred by consumer
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
plastic
bottle
glass bottle
metal cane
tetra pack
Total
44
25.9
25.9
25.9
35
20.6
20.6
46.5
69
40.6
40.6
87.1
22
12.9
12.9
100.0
170
100.0
100.0
Package preferred by consumer
tetra pack
12.9%
plastic bottle
25.9%
metal cane
glass bottle
40.6%
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%).
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Reason to attract towards advertisement Cumulative Frequency Percent Valid Percent Percent Valid creativity slogan brand ambassador
Reason to attract towards
advertisement
Cumulative
Frequency
Percent
Valid Percent
Percent
Valid
creativity slogan
brand ambassador
20
11.8
11.8
11.8
100
58.8
58.8
70.6
idea of advertising the
message
34
20.0
20.0
90.6
frequency of add
logical reasoning
Total
2
1.2
1.2
91.8
14
8.2
8.2
100.0
170
100.0
100.0
Reason to attract towards advertisement
logical reasoning
8.2%
frequency of add
1.2%
idea of advertising
20.0%
creativity slogan
11.8%
Inference: Reason to
attract consumer
towards advertisement
is as brand ambassador
58.8%,idea of
advertising
20%,creativity
brand ambassador
58.8%
11.8%,logical reasoning
8.2% and frequency of
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Time of consumption Cumulative Frequency Percent Valid Percent Percent Valid morning afternoon evening night no specific
Time of consumption
Cumulative
Frequency
Percent
Valid Percent
Percent
Valid
morning
afternoon
evening
night
no specific time
15
8.8
8.8
8.8
45
26.5
26.5
35.3
20
11.8
11.8
47.1
14
8.2
8.2
55.3
76
44.7
44.7
100.0
Total
170
100.0
100.0
Time of consumption
morning
8.8%
no specific time
afternoon
26.5%
44.7%
evening
night
11.8%
8.2%
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Gender of consumer's* Kind of soft drink preferred by consumer if yes what carbonated non (pepsi
Gender of consumer's* Kind of soft
drink preferred by consumer
if yes what
carbonated
non
(pepsi coke
carbonate
milk
energy
fruit
etc)
d
products
drinks
juice
Total
Gender
Male
Count
70
7
14
6
15
112
Expected
56.0
28.3
9.2
5.9
12.5
112.0
Count
female
Count
15
36
0
3
4
58
Expected
29.0
14.7
4.8
3.1
6.5
58.0
Count
Total
Count
85
43
14
9
19
170
Expected
85.0
43.0
14.0
9.0
19.0
170.0
Count
Most of the male prefer carbonated drink while female prefer
non-carbonated drink.
Null hypothesis: Gender of consumer’s and Kind of soft drink
preferred by them are independent.
Alternative hypothesis: Gender of consumer’s and Kind of soft
drink preferred by them are dependent.
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Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square Likelihood Ratio Linear-by-Linear 66.024(a) 4 .000
Chi-Square Tests
Value
df
Asymp. Sig. (2-
sided)
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
66.024(a)
4
.000
69.775
4
.000
.039
1
.844
Association
N of Valid Cases
170
a 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 3.07.
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.
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80 60 if yes w hat 40 carbonated(pepsi cok e etc) non carbonated 20 milk products
80
60
if yes
w hat
40
carbonated(pepsi cok
e etc)
non carbonated
20
milk products
energy drinks
0
fruit juice
male
female
gender
Most of the male prefer carbonated drink
while
female prefer non-carbonated drink.
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Count
Consumer's occupation * Kind of soft drink preferred by consumer Most of the consumer prefer the
Consumer's occupation * Kind of soft
drink preferred by consumer
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.
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Inference: We reject the null hypothesis since significance level is less than .05 and accept the
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.
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60 50 40 if yes w hat 30 carbonated(pepsi cok e etc) 20 10 0 non
60
50
40
if
yes w hat
30
carbonated(pepsi cok
e etc)
20
10
0
non carbonated
milk products
energy drinks
fruit juice
professional
service
other
bussinessman
student
occupation
Most of the students prefer carbonated
drink, and the service man prefer the milk
products.
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Count
Consumer's age group * Kind of soft drink preferred by consumer The age limit from 15-20
Consumer's age group * Kind of soft
drink preferred by consumer
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.
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Inference: We reject the null hypothesis since significance level is less than .05 and accept the
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.
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The consumer with the age limit between 15-25 preferred carbonated drinks. 29
The consumer with the age limit between 15-25
preferred carbonated drinks.
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Conclusion 1. Youngsters prefers carbonated drinks whereas most of older and service people prefers juice and
Conclusion
1.
Youngsters prefers carbonated
drinks whereas most of older and
service people prefers juice and milk
products.
2.
Brand name plays major role in
selection of product followed by
taste and flavor.
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%.
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Conclusion 4. The kind of soft drink preferred by the people are carbonated(50%), non carbonated(25.3%), fruit
Conclusion
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%.
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Conclusion 7. The view of consumer on the consumption of the soft drink on the basis
Conclusion
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.
We 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 today’s scenario customer is the
King, he has got various choice around
him, they prefer their taste and price.
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