ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...
A Study on Consumers' Preference Towards Soft Drink Products
1.
2. A STUDY ON CONSUMERS’
PREFERENCES TOWARDS
SOFT DRINK PRODUCTS
By,
T.M.SANTHOSH
(MB14B43)
3. INDUSTRY PROFILE
• In 1767 Joseph Priestley invented carbonated water in
England
• Soft drinks players in India: Coca Cola, Parle Agro
and Pepsico
• Soft drinks has become world’s leading beverage
sector and is expected to lead the market value of
$5.9 billion by the end of 2015
• Global consumption of soft drinks is rising by 7% a
year, well ahead of all other beverage categories
4. COMPANY PROFILE
• Coca Cola was founded in 1886 and in India it
entered in the year 1993
• In India its head quarters in Haryana
• CEO of Coca Cola: Atul Singh (India)
• It has 7,000 Indian distributors and more than 1.7
million retailers
• Coca Cola in India directly employs over 25,000
people on contract
• Coca Cola has a market share of 60% in CSD
(Carbonated Soft Drinks) and 35% in Fruit drinks
• Coca Cola has a worldwide market share of 48.3%
5. PRODUCT PORTFOLIO
• Coca Cola
• Diet Coke
• Fanta
• Sprite
• Thums Up
• Limca
• Minute maid pulpy orange
• Minute maid mixed fruit
• Maaza
6. RESEARCH OBJECTIVES
• To identify the consumers’ preferences for soft
drinks products, brands and the major influence in
their purchase
• To identify the customer’s buying pattern related to
Coca Cola products
• To determine the consumers’ perception on the
taste, price, advertisements and celebrity
endorsements related to Coca Cola and its sub-
brands
7. RESEARCH METHODLOGY
Research Design: Descriptive research
Research Method: Survey method
Research Instrument: Structured questionnaire
Sample size: 150
Sample area: Chennai
Sampling method: Non-Probability Convenience
Sampling
Statistical package: SSPS
Analytical tool: Percentage analysis, Mean
48. RESPONDENTS BASED ON AGE
4%
30%
24%
33.30%
8.70%
0%
5%
10%
15%
20%
25%
30%
35%
15-20years 21-25years 26-30years 31-40years 40years &
above
49. RESPONDENTS BASED ON OCCUPATION
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Professional Businessman Student House wife
13.30%
41.30%
28.70%
16.70%
50. RESPONDENTS BASED ON INCOME
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Below 5000
5001-15000
15001-30000
30001-45000
Above 45000
38.70%
5.30%
44%
9.30%
2.70%
51. SUGGESTIONS
• The company must concentrate on their products
(Limca & Sprite) because they not selling in the
market compared to Coca Cola & Maaza
• Majority of the consumers are not satisfied with the
taste of other Coca cola products (except Coca Cola
& Maaza), so they must improve the taste of other
products
52. • Most of the consumers said that Coca Cola products
are not available in retail shops, so the company
must make the availability of products retail shops
• Awareness of Minute maid pulpy orange and Minute
maid mixed fruit is less. Company should increase
its promotion
• Taste of Minute maid mixed fruit should be
improved
• As per the respondents opinion the advertisement of
Coca Cola are not so attractive as the tough its
competitor. So they should improve upon their
advertisement