A STUDY ON

CONSUMER
BEHAVIOR TOWARD
SOFT DRINKS

Done By
Anand Kumar
XI-B
1

Content
Introduction
Research

Methodology
Data analysis
Conclusion
Questionnaire

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.

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.

Research Questions
1.

What are the factors attracting people

towards soft drinks?

2.

What are the factors influencing peoples

choice?

3.

What people looks for in these products?

4.

What is the preference of people?

5.

What are the criteria for selection?

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)
7

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

6
8

data
Type:

Primary

Data

collecting instrument:
Questionnaire.

Scaling

technique: Rating scale.

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.

10

Data analysis

11

Frequency table
Gender

Valid

of consumer

Male
Female
Total

Valid
Cumulative
Percent
Percent
65.9
65.9

Frequency
112

Percent
65.9

58

34.1

34.1

170

100.0

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%.

Frequency table
Consumers
Valid

Professional

occupation
Frequency
23

Businessman

22
23
90
12
170

service
student
other
Total

Consumer's occupation
other
7.1%

professional
13.5%

bussinessman
12.9%

student

service

52.9%

13.5%

Percent
13.5

Valid Percent
13.5

12.9
13.5
52.9
7.1
100.0

12.9
13.5
52.9
7.1
100.0

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

Cumulative
Percent
13.5
26.5
40.0
92.9
100.0

13

Frequency table
Consumers

age group
Frequency

Valid

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

78
57
12
11
12
170

Consumer's age group

40-50
7.1%
30-40
6.5%
25-30
7.1%
15-20
45.9%

20-25
33.5%

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

Inference: - The 170

people surveyed and
there age was found
to be 15-20 years
with 45.9%,20-25
years with 33.5%, 2530 years and 40-50
years with 7.1% and
30-40 years with

14

Kind of soft drink preferred by

consumer
Frequency
Valid

carbonated(pepsi
coke etc)
non carbonated
milk products
energy drinks
fruit juice
Total

Kind of soft drink preferred by consumer

f ruit juice
11.2%
energy drinks
5.3%
milk products
8.2%

carbonated(pepsi cok
50.0%

non carbonated
25.3%

Percent

Valid Percent

Cumulative
Percent

85

50.0

50.0

50.0

43

25.3

25.3

75.3

14
9
19
170

8.2
5.3
11.2
100.0

8.2
5.3
11.2
100.0

83.5
88.8
100.0

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%).
15

Why people prefer soft drink

Valid

Thirst
Energy
Style
passion
Other
Total

Frequency
90
11
34
23
12
170

Why people prefer soft drink

other
7.1%
passion
13.5%

thirst
style
20.0%

energy
6.5%

52.9%

Percent
52.9
6.5
20.0
13.5
7.1
100.0

Valid Percent
52.9
6.5
20.0
13.5
7.1
100.0

Cumulative
Percent
52.9
59.4
79.4
92.9
100.0

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.

16

Consumers buying reason

Valid

brand name
taste and flavour
easy availability
price
brand ambassador
Total

Frequency
79
46
23
11
11
170

Consumer's buying reason

brand ambassador
6.5%
price
6.5%
easy availability
13.5%

brand name
46.5%

taste and flavour

27.1%

Percent
46.5
27.1
13.5
6.5
6.5
100.0

Valid Percent
46.5
27.1
13.5
6.5
6.5
100.0

Cumulative
Percent
46.5
73.5
87.1
93.5
100.0

Inference: Consumers 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.
17

Package preferred by consumer

Frequency
Valid

plastic
bottle
glass bottle
metal cane
tetra pack
Total

25.9

25.9

25.9

35
69
22
170

20.6
40.6
12.9
100.0

20.6
40.6
12.9
100.0

46.5
87.1
100.0

tetra pack
plastic bottle
25.9%

metal cane
40.6%

Valid Percent

44

Package preferred by consumer

12.9%

Percent

Cumulative
Percent

glass bottle
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%).

18

Reason to attract towards

advertisement
Frequency
Valid

creativity slogan

Percent

Valid Percent

Cumulative
Percent

20

11.8

11.8

11.8

100

58.8

58.8

70.6

34

20.0

20.0

90.6

frequency of add

1.2

1.2

91.8

logical reasoning

14

8.2

8.2

100.0

170

100.0

100.0

brand ambassador
idea of advertising the
message

Total

Reason to attract towards advertisement

logical reasoning
8.2%
frequency of add
1.2%
idea of advertising
20.0%
creativity slogan
11.8%

brand ambassador
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

19

Time of consumption
Valid

morning

Frequency
15

Percent
8.8

Valid Percent
8.8

Cumulative
Percent
8.8

afternoon

45

26.5

26.5

35.3

evening

20

11.8

11.8

47.1

night

14

8.2

8.2

55.3

76

44.7

44.7

100.0

170

100.0

100.0

no specific time
Total

Time of consumption
morning
8.8%

no specific time
44.7%

afternoon
26.5%

evening
night

11.8%

8.2%

20

Gender of consumer's* Kind of soft

drink preferred by consumer
if yes what

Gender

Male

female

Total

Count
Expected
Count
Count
Expected
Count
Count
Expected
Count

carbonated
non
(pepsi coke carbonate
etc)
d
70
7

milk
products
14

energy
drinks
6

fruit
juice
15

Total
112

56.0

28.3

9.2

5.9

12.5

112.0

15

36

58

29.0

14.7

4.8

3.1

6.5

58.0

85

43

14

19

170

85.0

43.0

14.0

9.0

19.0

170.0

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.
21

Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Value
66.024(a)
69.775
.039

4
4

Asymp. Sig. (2sided)

.000
.000

.844

df

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 consumers
and kind of soft drink preferred by them are
dependent.
22

80

60

if y es w hat
40

carbonated(pepsi cok
e etc)
non carbonated

Count

20

milk products
energy drinks

fruit juice
male

female

gender

Most of the male prefer carbonated drink

while
female prefer non-carbonated drink.
23

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.

24

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.

25

60

50

40

if yes w hat
carbonated(pepsi cok

30

e etc)
non carbonated

20

Count

milk products
10

energy drinks

fruit juice
professional
bussinessman

service

other
student

occupation

Most of the students prefer carbonated

drink, and the service man prefer the milk
products.
26

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.

27

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.

28

The consumer with the age limit between 15-25

preferred carbonated drinks.
29

Conclusion
1.

2.

3.

Youngsters prefers carbonated

drinks whereas most of older and
service people prefers juice and milk
products.
Brand name plays major role in
selection of product followed by
taste and flavor.
Most of the consumer were found in
age group 15-20 years with
45.9%,20-25 years with 33.5%, 2530 years and 40-50 years with 7.1%
and 30-40 years with 6.5%.

30

Conclusion
4.

5.

6.

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%).
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.
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.

8.

9.

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%.
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.

In todays scenario customer is the

King, he has got various choice around
him, they prefer their taste and price.
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