CONSUMPTION PATTERN

OF SOFTDRINKS
Submitted to prepared by
Dr.Manisha Panwala Niraj Patel(25)
Dr. Manish Siddhpuria Sushant Patil(27)
Riken Tandel(40)
 INTRODUCTION

 What is beverage?

(1) A drink, or beverage, is a liquid specifically

prepared for human consumption. In addition
to basic needs, beverages form part of the 
culture of human society.

(2) A liquid to consume, usually excluding

water; a drink. This may include tea, coffee,
liquor, beer, milk, or soft drinks
 Types of beverage

 Alcoholic beverages
 Non-Alcohol beverages
 Soft drinks
 Fruit juice
 Hot beverages
 Other
 MAJOR PLAYERS
 COCA COLA
 THUMS UP
 PEPSI
 SPRITE
 MOUNTAIN DEW
 LIMCA
 MIRINDA
 MAZA
 SLICE
LITERATURE REVIEW
 We have study the Research proposal of Consumer Decision
Analysis for Purchase of Fruit Drinks, conducted by a
student of SIBM, Pune.

 This project aims to find out the various factors influencing

the consumer decision while making a purchase of a fruit
drink in the age group of 19-30 in the city of Pune.
RESEARCH METHODOLOGY

 Defining the objectives of the study

 Framing of questionnaire keeping objectives

in mind (considering the objectives)

 Feedback from the respondents
 Analysis of feedback (Cross tabulation & Chi

Square Test )
 Conclusion & findings
 PURPOSE OF THE STUDY
The main aim of this research study is to analyze the
preference of people (of different age groups, gender and
occupation) on consumption patterns of Soft Drinks.

 OBJECTIVE OF THE STUDY

• To study the preferences of the people for soft drinks

according to age group.
• To find out the factors(quantity, frequency, alternatives
etc ) that influences the consumer’s consumption of soft
drinks.
• To determine which alternative people prefer other than
soft drink.
 
 RESEARCH DESIGN

• A research design is a framework or

blueprint for conducting the marketing
research project. It specifies the details of the
procedures necessary for obtaining the
information needed to structure and/or solve
marketing research problem.
• The research design used in this project
is a DESCRIPTIVE DESIGN.
SELECTION OF SAMPLE SIZE:
 We have collected 120 samples.
 We have targeted students as well as

professionals.
 Research area: VNSGU campus and fast food

chain.
SOURCES OF DATA COLLECTION:
PRIMARY DATA:
Questionnaire: Primary data was collected by
preparing questionnaire and the people were
requested to fill them.
 DATA ANALYSIS
 We have used Chi square contingency test &
frequency analysis as statistical tool for
analysis.
 In this research project we have compared

with different parameters. (i.e. age of

respondent, gender, consumption frequency,
quantity etc. )
 AGE OF RESPONDENT vs FREQUENCY OF
CONSUMPTION IN A WEEK CROSSTABULATION

Null hypothesis: There is no significant relationship between age and frequency.

Alternative hypothesis: There is significant relationship between age and frequency.
Level of significance: 0.05
Since p value is greater than alpha i.e. o.05 (95% confidence level),
therefore there is no association between purchase frequency and
age.
AGE OF RESPONDENT vs FREQUENCY OF
CONSUMPTION IN A WEEK CROSSTABULATION
FREQUENCY OF CONSUMPTION IN A WEEK vs
QUANTITY PEOPLE PREFER TO BUY
CROSSTABULATION
Null hypothesis: There is no significant relationship between frequency and quantity.
Alternative hypothesis: There is significant relationship between frequency and
quantity.
Level of significance: 0.05
Since p value is less than alpha i.e. .05 (95% confidence level), therefore h0 is
rejected. This shows that there is high association between purchase frequency and
quantity packs. This is an indication of the fact that people preferring smaller quantity
usually purchase more as compared to others.
FREQUENCY OF CONSUMPTION IN A WEEK vs QUANTITY PEOPLE PREFER
TO BUY CROSSTABULATION
 CONCLUSION
 Maximum consumption of soft drink in a week is 1-2
times.
 Most of the people prefer to buy 300 ml bottle.
 Most of the people consume without any occasion(Just
Like That)
 The most favorable characteristic is taste, which induces
people to buy soft drink.
 The most preferable alternative for soft drink is fruit juices.
 By the research we found out that there is no effect of
advertisement and brand ambassador on the purchase of
soft drink.
THANK
YOU