Consumer Behaviour

CHAPTER 1

INTRODUCTION

Consumer Behaviour
RESEARCH DESIGN

TITLE OF THE STUDY :

CONSUMER BEHAVIOUR TOWARDS COCA-COLA DRINKS, A
CASE STUDY CONDUCTED AT KOLAR DISTRICT.

STATEMENT OF THE PROBLEM :

Cool drinks, being a seasonal summer product are sold strongly from February
to August in a year. The problem being to find out brand preference and awareness
among cool drinks available in the market the study also includes to analyze the
reason why a particular brand will be preferred by consumers and which
advertisements is more effective in selling a particular brand of cool drinks.

Purpose of the study :

The study helps in the Coca-cola drinks to appreciate factors leading to
consumer satisfaction the study helps to under stand the consumer attitude towards
Coca-cola drinks.

The study also helps Coca-cola drinks to obtain suggestions regarding product
improvement and service.
OBJECTIVES OF THE STUDY :
1.

To determine the brand awareness of cool drinks among the consumers.

2.

To determine the brand preference of cool drinks among the consumers.

3.

To understand the consumers attitudes with respect to cool drinks.

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4.

To determine the effectiveness of advertisements in increasing demand of

cool drinks.

5.

To provide suggestions when ever found necessary.

Definitions of concepts used in the study :

a) Market :
It is the aggregate demand of the potential buyers for a product or
services. It is on area for potential exchanges.

b) Brand :
A brand is name, term, symbol or design or a combination of them
which is intended to identify the goods of services of one sellers or group of
sellers and to differentiate them from those of competitors.

c) Cool Drink :
Sweet carbonated beverage, containing added flavour, permitted
colour, permitted preservatives but contain no fruit juice.

d) Social Class :
The division of members of a society into a Hierarchy of distinct status classes
so those members of each class have relative the same status and the members of
all other classes have either more or less status.
e) Reference Groups :

Consumer Behaviour
Any person or group that serves as a point of comparison or reference
group for an individual for informing either general or specific values, attitudes or
behaviour.

SCOPE OF THE STUDY :

This study covers the level of satisfaction relating to the taste, quality of the
products, satisfaction regarding promotional strategies of cool drinks. The overall
consumers opinion survey on cool drinks and is restricted to Kolar District only. The
study is done to analyze the opinion of consumer towards the cool drinks. They
survey was conducted from.

HYPOTHESIS :
1. Primary data :

Observation method

2. Secondary data

: Catalogs, Magazines, Journals, Past records of company.

OPERATIONAL DEFINITIONS OF CONCEPTS :

Marketing
Consumer behaviour

SAMPLING :
100 respondents outlets, located in different areas of Kolar District, were
visited the distributors was interview. Personally and the researchers field the
questionnaire. The distributor them selves filled some questionnaires approximately
30 minutes were spent in filling one questionnaire.
The fieldwork lasted for a period of three weeks.
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Consumer Behaviour

METHODOLOGY :
The Methodology used in this study convenience sampling. The questionnaire
consists of number of questions written in a definite order on a form.

The

questionnaire is given to the respondents who are expected to read, understand and
write down in the space meant for the purpose in the questionnaire itself. In this study
questionnaire are presented with exactly the same wording and in the same order to all
the respondents. The study is random sampling where each and every item in the
population has an equal chance of includes in the sample. The survey includes all
kinds of age groups, professions, social classes etc., but according to the primary
survey the more respondents are of 16-25 years.
The survey conducted was for 60 members, but the number of respondents are
50 only. The remaining forms are rejected because of irrelevant answer. In this 28
belong to the age group of 16-25 years, 18 in the age group of 26-35 years, and 4 in
the age group of 35 years and above.
TYPES OF RESEARCH PLUS TOOLS FOR DATA COLLECTION :
The tools used for the primary data collection is purely questionnaires. The
secondary data is collected from books and BUSINESS WORLD MAGAZINES.
Survey :
In this survey questionnaire forms were distributed to all kinds of people of
different age group, of different professions major residential areas of Kolar District
immediately the questionnaire forms were collected from the respondents.
Sources of data :
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Consumer Behaviour
Data was collected based on two sources.
Primary data

Secondary data
PLAN OF ANALYSIS :
The data is collected through questionnaires with regard to the perception of
respondents. The responders were analyzed quantitatively tabulating the responds of
each factor under questionnaire system.

REFERENCE PERIOD :
The reference period of this study was 30 days i.e., 1 month.

Consumer Behaviour

CHAPTER 2

LITERATURE REVIEW

Consumer Behaviour
CHAPTER - II
REVIEW OF LITRATURE :

MEANING AND DEFINITIONS :

MARKETING :
Marketing is so basic that it cannot be considered as a separate function. It is
whole business seen from the point of view of its final result that is from the
customers point of view business success is not determined by the producer but by the
customer.

The above statement by Ducker clearly puts forth the importance and
insensibility of marketing in the overall functioning of the organization normally,
marketing can be identified as the business function that identifies unfilled need and
wants, defines and measures their magnitude, determine which target markets the
organization can best serve, decide as appropriate product, services and programs to
serve these markets and calls upon every one in the organization to. Think and serve
the customer.
Marketing is no longer the art of selling what you make, but what to
make it has been rightly said that while great devices have been made in the
marketing department.

To achieve the desired objectives in marketing a set of marketing tool are

utilized by marketers, marketing mix is the set of marketing tools that the firm uses to
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Consumer Behaviour
pursue its marketing objectives in the target markets. Marketing mix consists of
everything the form can do to influence the demand for its product the many
possibilities can be collected in to group of variables known as 4p s as proposed by
M.C. Carty product, price, place and promotion.

CONSUMER BEHAVIOUR
Introduction :
Every marketing activity revolves around the customer. He is the focal point.
In the early stages of economics evaluation, the customer had to accept what producer
had produced.

But today the consumer dictates terms to the manufacture to

manufacture the products he wants. Consumers purchase a commodity dictated by

their mental and economics forces. Mental forces create desires and wants and the
consumers feel that products offered by manufacturers can satisfy that want. Hence,
he has to choose between the wants and select the products according to the priority
of consumption.
To understand marketing, one must understand buyer behavior, for
marketing success or failure depends on target consumers individual and group
reaction expressed in the form of buying patterns. Therefore, in order to undertake
the marketing program among different segments, the marketing management must
find out as to, who influences the buying decision? Who makes the buying decision?
Who makes the actual purchase? And who ultimately use the product? It may be
stated that in the process of buying different individuals may be influence the demand
for its product, the many possibilities can be collected into group of variables know as
the 4 P as proposed by M.C.Carty. Product, price, place and promotion.

Consumer Behaviour
Involved or only one number may do all the four tasks, of the user of the
product may be influence, decider, and the purchaser.
Meaning :
Consumer behavior is the process where by individual decide what, when,
where, how and form whom to purchase goods and services.

Buyer behavior is defined as All psychological, social and physical behavior

of potential customers as they become aware of evaluate purchase consume and tell
other about products and services each element is important.
1. Buyer behavior involves both individual (Psychological) process and group
(Social) processes;
2. Buyer behavior is reflected from awareness right through post-purchase;
3. Buyer behavior includes communication, purchasing and consumption
behavior.
4. Consumer behavior basically social in nature. Hence, social environment
plays an important role in shaping buyer behavior.

Thus, the chief characteristics of buyer behavior are:

1. It consists of the Mental and Physical activities which consumers undertake to
acquire goods and services and obtain satisfaction from them.
2. It includes both observable physical activities, such as walking through the
market to examine merchandise, and making a purchase and mental activities
such as forming attitudes, perceiving advertising materials, and learning to
prefer particular brands.
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Consumer Behaviour
3. Consumer behavior is very complex and dynamic too- constantly changing
therefore, management needs to adjust with the change, and otherwise market
may be lost.
4. The individual specific behavior in the market place is affected by internal
factors sue as needs, motives, perception and attitudes, as well as by external
or environmental influences such as the family, social groups, culture,
economic and business influences.
To achieve a better understanding of the consumer behavior, study of those
disciplines, which may provide some explanation as to why people behave as they
do, is required, such disciplines are economics, sociology, psychology and
anthropology.

Determinants of consumer behaviour :

Buying behavior is a process; potential customers are subjected to various
stimuli. The customer is regarded as a block box as we cannot see what is going on
his mind. He responds to the stimuli or inputs and may purchase some product or
service of interest to the marketing management. The model of buyer is a stimulus
response model. Response may be decision to purchase or not to purchase.

Under the systems view of buyer behavior, we have

1. Inputs,
2. Processing
3. Outputs
4. Feed-back loop
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Consumer Behaviour
The objective of the process is of course expected satisfaction or service.
Inputs include buyer power, marketing mix and other factors. Buying power
is the ability to participate in the exchange activity. Marketing mix is the marketing
effort in product, price, promotion and distribution appeals. Promotion appeals are
through advertising reference groups, and sales-promotion.
Output are buyers attitudes, opinions, feelings, and preferences as affected by
buying process and buyers actions such as patronage brand or store loyalty positive
or negative influences upon other? Potential buyer purchasing responses are: choice
of product, brand, dealer, quantities etc.,

Buying motive :
A motive is a derive or an urge for which an individual seeks satisfaction
through the purchase of the product. It can be classified in to four:
1. Emotional product motives
2. Rational product motives
3. Patronage emotional motives
4. Patronage rational motives
External influences on consumer behaviour :
External or inter personal influences on buyer behavior are:
1. Family
2. Reference group,
3. Social class; and
4. Culture.
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1. Family :
Most consumers belong to family group. The family can exert considerable
influence in shaping the pattern of consumption and indicating the decision-making
roles.

Personal values, attitudes and buying habits have been shaped by family

influences you can notice the brand used by a new housewife in kitchen are similar to
those favored by her mother. The members of the family play different roles such as
influence, decider, purchaser and user in the buying process, the housewife may act as
a mediator of products that satisfy wants and desires of the children.
2. Reference group :
The concept of reference group is borrowed from sociology and psychology,
buyer behavior is influenced by the small groups to which the buyer belongs.
Reference groups are the social, economic or professional groups and buyer uses to
evaluate his or here opinions and belies, buyers can get advice or guidance in his or
here own thoughts and actions from such small groups. Reference group is useful
self-evaluation and attitude formation.
3. Social class :
Sociology points out the relationship between social class and consumption
patterns. As a predicator of consumption patterns, marketing management is familiar
with social classes consumers buying behavior is determined by the social class to
which they belong or to which they aspire rather than by their income alone. Broadly
speaking, we have three distinct social classes; upper middle, and lower classes,
consumer belonging to middle, usually stress rationality, exhibit greater sense of

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choice making, whereas consumers of lower class have essentially non-rational
purchased and show limited sense of choice making.
4. Culture :
Culture represents an overall all social heritages, a distinctive form of
environmental adaptation by a whole society of people. It includes a set of learned
belief, values, attitudes, morale, customs, habits and forms of behavior that are shared
by a society and transmitted from generation to generation within that society.
Culture influence is a for shaping both patterns of consumption and patterns for
decision making from infancy.

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CHAPTER 3(A)

INDUSTRY PROFILE

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Consumer Behaviour
CHAPTER - III
INTRODUCTION
PART - A : ABOUT INDUSTRY
BRIEF HISTORY :
As the 21st century is fast approaching, marketing is becoming more attractive
at the company, state, national and international levels. In the early days there was no
difference between selling and marketing. But today the difference between these
two terms has been clearly made. Many organizations have involved in developing
marketing activities to satisfy the needs and wants of a group of customers. With the
development of new markets and new avenues of selling, a wide variety of consumer
and producer goods has been designed and developed and for many the marketing
has become good profession. The developing nations are giving much importance for
marketing to develop their internal and external markets.
Water is one of the important substances for human body.

Due to

increasing pollution the environment water which we take is polluted and for
many years various techniques were used to control the contamination in water.
At one time boiling was considered as a safe method to kill germs and viruses.
There is always a danger for contamination during subsequent cooling,
storage and handling of water and boiling is a fine consuming process. Then
ceramic candles were used for filtration and these remove invisible dirt particles.
They filter bacteria and do not destroy them. Then comes chemical treatment,

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Consumer Behaviour
which involves injection of chlorine, mining chemicals, etc. chloric needs with
mixing chemicals etc.
Chlorine reacts with organic matter in water to form a compound;
scientific findings proved that it would produce cancer.
After a watch of all these happenings many companies eyes fall on these
areas to produce products which would give a pure drinking water free from
bacteria and viruses.
The market for water servicing gadgets has been shaped by technological
studies in level of safety, cost of convenience the three basic parameters used
to bait the consumer.

At one time, the urban housewife saw the age old ceramic candle stick
water filter as her only option. First, the liquid had to be boiled to kill bacteria,
and then filtered through the cylindrical tower to eliminate suspended particles.
In the mid 80s resin technology had arrived. Products based on this care
primarily in two forms, one tap attachments, such as ion exchangers, zero B,
which could filter water straight out of the spout (benefit : greater convenience),
and two resin based cylinders, such as singers Aquarius (launched early this
year) and zero Bs equivalent. In advancement over their candle stick rivals,
resin products offered to kill bacteria and thus turn boiling redundant.
Towards the late 1980s, ultra-violet (UV) purifiers entered the arena, led
by the Eureka Forbes Aquaguard. Though it needed electricity, this product was
more than just a filter.

In addition to basic filtration, it used light rays to

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Consumer Behaviour
inactivate germs.

The UV purifiers eliminated the burden of changing resin

cartridges and could be attached to a tap or water cooler for an almost continues
water flow.

Backed by heavy advertising and Eureka Forbes legendary direct selling

strength, Aquaguard stored into both offices and up market homes across the
country. Today Aquaguard is priced at Rs. 5,290, about twice as high as the most
effective cylindrical task filters.

About Bottling :
One of their great strengths is our ability to conduct business on a
worldwide scale while maintaining a local approach. At the heart of this approach
is their bottling system.

Before any one of their nearly 300 brands is consumed by anybody around
the world, it has to be produced, packaged and distributed. Since they reach six
billion consumers in nearly 200 countries, their bottling system has to be the
best.

Their bottling partners are local companies - some independently owned,

some partially owned by The Coca-Cola Company - so they are rooted in their
communities, thinking and acting locally. They are employers, purchasers of
local goods and services, good neighbors, and, of course, producers of the
world's most popular beverages. It's a big job, and sometimes it's done quite

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creatively. In Indonesia, for instance, boats transport Coca-Cola and our other
brands between the many hundreds of islands that make up that nation.
In the Amazon, where the main road is often the river itself, water-borne
distribution is also common. In some of the higher elevations of the Andes,
Coca-Cola is sometimes transported by four-legged power. Across much of
Africa, bottlers deliver to thousands of family-run kiosks and home-based stores
on which local economies depend.

History of Bottling :
Coca-Cola originated as a soda fountain beverage in 1886 selling for
five cents a glass. Early growth was impressive, but it was only when a strong
bottling system developed that Coca-Cola became the world-famous brand it is
today.
1894 A modest start for a bold idea :
In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain
beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn.
He began bottling Coca-Cola to sell, using a common glass bottle called a
Hutchinson. Biedenharn sent a case to As a Griggs Candler, who owned the
Company. Candler thanked him but took no action. One of his nephews already
had urged that Coca-Cola be bottled, but Candler focused on fountain sales.
1899 The first bottling agreement :
Two young attorneys from Chattanooga, Tennessee believed they could
build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin
F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca19

Consumer Behaviour
Cola across most of the United States - for the sum of one dollar. A third
Chattanooga lawyer, John T. Lupton, soon joined their venture.
1900-1909 Rapid growth :
The three pioneer bottlers divided the country into territories and sold
bottling rights to local entrepreneurs. Their efforts were boosted by major
progress in bottling technology, which improved efficiency and product quality.
By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them
family-owned businesses. Some were open only during hot-weather months when
demand was high.

1916 Birth of the Contour Bottle :

Bottlers worried that Coca-Cola's straight-sided bottle was easily
confused with imitators. A group representing the Company and bottlers asked
glass manufacturers to offer ideas for a distinctive bottle. A design from the Root
Glass Company of Terre Haute, Indiana won enthusiastic approval. The Contour
Bottle became one of the few packages ever granted trademark status by the U.S.
Patent Office. Today, it's one of the most recognized icons in the world - even in
the dark!
1920s Bottling overtakes fountain sales :
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating
in the U.S their ideas and zeal fueled steady growth. Six-bottle cartons were a
huge hit starting in 1923. A few years later, open-top metal coolers became the
forerunners of automated vending machines. By the end of the 1920s, bottle sales
of Coca-Cola exceeded fountain sales.
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Consumer Behaviour
1920s and '30s International expansion :
Led by Robert W. Woodruff, chief executive officer and chairman of the
Board, the Company began a major push to establish bottling operations outside
the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium,
Italy and South Africa. By the time World War II began, Coca-Cola was being
bottled in 44 countries.
1940s Post-war growth :
During the war, 64 bottling plants were set up around the world to supply
the troops. This followed an urgent request for bottling equipment and materials
from General Eisenhower's base in North Africa. Many of these war-time plants
were later converted to civilian use, permanently enlarging the bottling system
and accelerating the growth of the Company's worldwide business.
1950s Packaging innovations :
For the first time, consumers had choices of Coca-Cola package size and
type of the traditional 6.5ounce Contour Bottle, or larger servings including 10,
12 and 26ounce versions. Cans were also introduced, becoming generally
available in 1960.
1960s New brands introduced :
Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the
1960s. Mr. Pibb and Mello Yello were added in the 1970s. The 1980s brought
diet Coke and Cherry Coke, followed by Powerade and Fruitopia in the
1990s. Today scores of other brands are offered to meet consumer preferences in
local markets around the world.
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Consumer Behaviour
1970s and '80s Consolidation to serve customers :
As technology led to a global economy, retail customers of The Coca-Cola
Company merged and evolved into international mega-chains. Such customers
required a new approach. In response, many small and medium-size bottlers
consolidated to better serve giant international customers. The Company
encouraged and invested in a number of bottler consolidations to assure that its
largest bottling partners would have capacity to lead the system in working with
global retailers.
1990s New and growing markets :
Political and economic changes opened vast markets that were closed or
underdeveloped for decades. After the fall of the Berlin Wall, the

Company

invested heavily to build plants in Eastern Europe. As the century closed, more
than $1.5 billion was committed to new bottling facilities in Africa.

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21st Century Think local, act local :
The Coca-Cola bottling system grew up with roots deeply planted in local
communities. This heritage serves the Company well today as consumers seek
brands that honor local identity and the distinctiveness of local markets. As was
true a century ago, strong locally based relationships between Coca-Cola bottlers,
customers and communities are the foundation on which the entire business
grows
Introduction to Cool drinks :
Basically cool drinks business is a two way business, because when a
consumer buys a soap or a cigarette that ends the marketing story, but cool drinks
have to be collected back i.e., bottles. Cool drinks, being a seasonal product sell
shortly, just six months in a year. If a brand is weak on a certain day, the effect on
sales of that particular brand will be shown within next 24 hours.
The summertime marketing mania :
Every year when summer comes with vengeance, marketers of summer
products go berserk. This year, the presence of multinational biggies added to the
action. Not to be outdone by Pepsis strategy can mania, arch-rival coca-cola, which is
promoting its orange drink Fanta, staged a number of road shows in Mumbai. The
Fanta road shows involved an entourage of music-blasting vehicles stopping at select
sites in Mumbai and inviting youngsters to have fun with cool rapping and dancing
along with a professional dance troupe. In March, in Chennai, it tied up with the RPG
group to launch the Canada Dry hunt. Participants had cars and were given pagers on
which clues would be sent.
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Consumer Behaviour
Much of the summer marketing craze is restricted to marketers of so-called
summer products-soft (cool) drinks, ice-creams and other beverages. Yet others got a
rub-off on their sales. Pepsi, for instance, tide up with leading ice-cream parlours,
departmental stores and restaurants where customers were offered free cans if they
spent more than a specified amount on purchases. Says a Pepsi official; The idea was
to generate fun and excitement around Pepsi cans at the right places.

Not surprisingly, most summer marketers keep their focus sharply on

youngsters while planning events. Their prime target is the 13-25 age group, which is
dominated by students who have long summer vacations-holidays when well heeled
urban kids like to hang out at their favorite ice-cream parlour, music shopper pizza
joint. Pepsi flagged off its Cool Cool Summer with rip-off ad in a leading
newspaper. The coupon got customers a can for Rs.7, instead of Rs.15, and the
youngsters came in droves-Pepsi says it redeemed over 100,000 coupons in Mumbai
alone.

Rival Coca-Cola, which is focusing on Fanta this summer, calls it programme

the Electric Fanta Vacation and kicked it off with a Fanta Film Festival in Mumbai.
It wants to support the green generation and have a pledge to grow more trees and
save the earth.

In fact, good intentions are part of summer marketers briefs this year.
Schweppes launched a scheme where it encouraged people to donate an orange for
orphanages around Chennai and get a bottle of crush free. In the capital, it encouraged
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people to exercise their franchise. But cut through the clutter and the message is clear,
summer may be the cruelest season, but it is good time to push your brand.

Break up of cost per bottle :

Typically a bottle costs between Rs.3.5 to Rs.4 and its life is estimated at
between 30 and 40 refills. The velocity with which the bottle circulates is often the
key to profits. In other words, on an investment of Rs.3.50 to 4 in the packing, a bottle
can register sales of any where between Rs.24 to Rs.26 a years.

Though the perception of the average consumer as hefty price paid for little
value, the break-up of costs shows otherwise; sugar 15 Ps, cost of bottle 10 Ps,
chemical and water 10Ps concentrates 20 Ps, manufacturing expenses and
depreciation 10 Ps, transport 10 Ps, Excise duty, sales tax and other tax 90 Ps.
This adds up to 162 Ps and against this the net realization per bottle is in the region of
Rs.1.80 per bottle. The surplus left is not considered adequate enough to provide for a
reasonable return of investment, modernization of facilities and expansion.

A note on history of cool drinks :

Basically there are four types of bottled cool drinks which are Cola, Lemon
based, Orange based and Clear Drinks. The history of cool drinks can be traced way
back to the 1970s. Coke was the first bottle cool drink in India. It was very popular
till it left in 1977 when the Janata Government came to power in India. Just after
coke left, the Parles came into the market and bottled their product in the same plant.
Parle products are Thums Up, Gold Spot, Limca, Maaza and Citra.

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Subsequently Campa Cola was introduced in 1987 to the market with Torino,
the former being bottled by the Khodays the close competitor to Parles being the
Pepsi Foods Ltd., of Delhi which came to the market in 1990. Their products are
Lehar Pepsi, Lehar 7up, Lehar Miranda, Lehar Slica and Soda.

The other leading bottled cool drinks through not aerated is Bejois being the
product of Jagadales which is strong competitor to the parles product Maaza (non
aerated).

GROWTH AND PROSPECTS :

The Indian cool (soft) drinks market :
Winters are an unlikely time for cola wars. But the tom-terms appear to have
been hauled out early this season, as both Coca-cola India and Pepsi Foods India
launched high decibel promotions aimed at increasing the visibility of their respective
brands. Pepsis pesky punch line however is the least of Coca-colas woes. For, two
years after it returned to the country and bought up Parles business, including the
Thums Up, Gold Spot and Citra brands for Rs. 150 Crores the Companys overall
market share has dropped from 60% to 56%. Coca-cola loss ads proved to be Pepsis
gain, whose brands improved from 30% to 41% in the same period. Coca-cola
problems dont end there. In the cola segment, which constitutes more than half the
total soft drinks market-Pepsi has dislodged Thums up from the top spot and now has
a 40% market share. The former Parle brands still retain 30%, but flagship coke
comes in a poor third, with only a 20% market share.

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Other former Parle brands have also taken a beating. Cloudy lime drink
Limca which commanded a 20% market share of total soft drinks market in 1993, has
seen its market share drop to 16% today. And Gold Spot, though still the leader in the
orange segment has lost mot of it fizz, with a mere 4.5% share of the soft drinks
market, compared to around 9% in 1993.

According to study connected by a major Delhi-based advertising agency,

Coca-cola spent Rs 26.99 crore on television spots in the first nine months of 1995.
Of this, a whopping 81% was allocated to cake alone. Pepsi mean while spent a
piffling Rs 6.68 crores on television ads during this period. On the countrys best
marketing companies, Pepsi ranked 7th while coca-cola came in 13th position. All this
may well have contributed to the change of guard at the helm of Coca-cola in July 95.

Besides such promos, coca-cola is understood to have finalized plans to launch

the real thing in cans. Priced at around Rs 15, the 330 ml cans are slated to hit the
market by middle of the year.

The multinational is also negotiating with some of its international bottlers to

invest in bottling and marketing operations in India.

Rival Pepsi isnt setting idle either. It has already set aside nearly Rs 8 crore
for its advertising programme in the run-up to the during the world cup. While thats
only a fraction of Coca-colas budget, a Pepsi spokesman contends that Large had
spends do not necessarily mean a successful strategy. Certainly the success of its
latest nothing official campaign clearly proves that assertion.
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While both Coke and Pepsi slugged it out for larger shares of soft drinks
market, the good news is that the market itself is growing pretty steadily. Per capita
annual consumption of soft drinks has risen to 3.5 servings today, as against 3
servings in 1993 when coke was re-launched. At that time, the industry as a whole
sold 120 million cases a year- a figure that grew to 140 cases by the end of 1995.

Interestingly, even though soft drinks may have effectively turned into a twoplayer industry with brands belonging to Coca-cola and Pepsi accounting for a
whooping 97% of the market, there are new comers thirsting for a larger piece of the
action. For instance, Cadbury Schweppes, whose crush orange drink was confined to
Delhi and Mumbai until now, is hoping to expand its operation nationwide by
summer. Though figures and strategies are being kept tightly under wraps, one thing
is clear: it will certainly add more fizz to the country already frothing soft drinks
market.

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CHAPTER 3(B)

COMPANY PROFILE

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CHAPTER - IV
COMPANY PROFILE
INCEPTION :
Coca-Cola originated as a soda fountain beverage in 1886 selling for
five cents a glass. Early growth was impressive, but it was only when a strong
bottling system developed that Coca-Cola became the world-famous brand it is
today.
1894 A modest start for a bold idea
1899 The first bottling agreement
1900-1909 Rapid growth
1916 Birth of the Contour Bottle
1920s Bottling overtakes fountain sales
1920s and '30s International expansion
1940s Post-war growth
1950s Packaging innovations
1960s New brands introduced
1970s and '80s Consolidation to serve customers
1990s New and growing markets
21st Century Think local, act local

Changes brought about by the company :

THUMS UP: BRINGING BACK THE THUNDER, the thunder is ready to
rumble again, lurking around in the shadows for some time now, the popular India
30

Consumer Behaviour
cola, Thums up is ready to hit the spotlight. Two-and-a-half years after the US
multinational bought all parle brands from Ramesh Chauhan, Thums ups new owner
Coca-Cola is once again pushing the almost forgotten cola through a sparking a new
ad campaign and a slightly altered slug-line. It shows a bungee jumper plunging off a
click a pick up a Thumps up bottles from a truck passion below, and the old line,
Taste the Thunder, has been replaced by a slightly different yet equally catchy line.

I WANT MY THUNDER

SERVICE PROFILE OF COCA-COLA COMPANY :

Coca-cola :
For the Coca-Cola BRINDAVAN BEVARAGES, 44/1, Bellary Road, Hebbal,
Bangalore 24. Are the present bottlers in Bangalore? It was started in 1986. They
are authorised bottles for Coca-Cola, THUMS UP, LIMCA, GOLDSPOT, CITRA and
BISLERI SODA.

They approximately occupy 35% of market share with the

investment of Rs. 7 Crores with approximate annual turn over of Rs. 10 Crores.
They were the market leaders before PEPSI came in (i.e. May 90) and are
trying to get back to no.1 position. This company is the only distributor to various
districts of Karnataka and has 4 depots situated in different zones of Bangalore City
and because of this they are incurring very high transportation cost.
A new strategy adopted by them is the Consumer research programmes. They
had come with early home packs of bottles and offer home delivery facility at dealers
rate for as small an order as 6 bottles. However this strategy was a total failure.

31

Consumer Behaviour
ORGANISATIONAL CHART
General
Manager

Personnel
Manager

Sales Manager

Sales Executives

Area Sales
Manager
Route Agents

32

Finance
Manager

Plant

Consumer Behaviour

CHAPTER 3(C)

PRODUCT PROFILE

33

Consumer Behaviour
BRINDAVAN BEVERAGES PRIVATE LIMITED
FLOW SHEET DIAGRAM SHOWING MANUFACTURE OF SOFTDRINKS

BOTTLING

BOTTLES
RETURN
FROMTHE
MARKET PRE
INSPECTED

UNCASER
BOTTLE
WASHER

WASHED
BOTTLE
INSPECTION
FILLING OF
BOTTLE WITH
BEVERAGE

WATER
TREATMENT

RAW MATERIALS
TREATMENT WITH
CHEMICALS
CONVERTED INTO
TREATED WATER

SYRUP
PREPARATION

SUGAR +
WATER +
CHEMICALS
WILL BE HEATED
WITH STEAM
CONVERTED
INTO SUGAR

SAND FILTER
CARBON
PURIFIER

MIXING OF
WATER,
SYRUP, COZ
FORMING
CORBONATED
BEVERAGES

SEALING

HOT SUGAR SYRUP WILL

BE PASSED THROUGH
HEAT EXCHANGER TO
COOL
COOLED SUGAR SYRUP
WILL BE MIXED
INGREDIENTS
ESSENCES CONVERTED
READY SYRUP

FINISHED PRODUCT INSPECTION

PACKING OF
FINISHED
PRODUCTIN
WOODEN SHELLS

FINISHED PRODUCT
STORED IN THE BONED
WEAR HOUSE READY

34

SALE

Consumer Behaviour
Some of the modern of publicity :
1. ADVERTISEMENTS ON Television, Radio, FM etc.,
2. Advertisements on News Papers, Magazines
3. Display the products in the shop
4. Good incentives for displaying and selling the product
5. Attractive packing(bottles)
The advertisement caption of the company is
a. Thanda Mathalab Coo-Ka- Coo-la
b. The Coca-Cola tune for the Thumps UP Ads.
A few changes brought by the company are
(1) Introduction of Coca-cola in Cans in cans (may 96)
(2) They have come up with 1 ltr bottles of Coca-cola and Miranda.
(3) Working with an increased budget.
(4) Foreign glamours and big budget advertisements.
Chennai, Kerala, Hyderabad and Bangalore. It is being so successful in very
short time because of its challenging marketing strategy.

35

Consumer Behaviour
OUR VALUES TOWARDS SERVICE PROFILE:
Customer Satisfaction :
We are dedicated to building a relationship with our customers where we
become partners in fulfilling their mission. We strive to understand our customers
needs and to deliver products and services that fulfill and exceed all their
requirements.

Commitment to Total Quality :

We are committed to continuous improvement of all our activities. We will
supply products and services that conform to highest standards of design,
manufacture, reliability, maintainability and fitness for use as desired by our
customers.

Cost and Time Consciousness :

We believe that our success depends on our ability to continually reduce the
cost and shorten the delivery period of our products and services. We will achieve this
by eliminating waste in all activities and continuously improving all processes in
every area of our work.

36

Consumer Behaviour
Innovation and Creativity :
We believe in striving for improvement in every activity involved in our
business by pursuing and encouraging risk-taking, experimentation and learning at all
levels within the company with a view to achieving excellence and competitiveness.
Trust and Team Spirit :
We believe in achieving harmony in work life through mutual trust,
transparency, co-operation, and a sense of belonging. We will strive for building
empowered teams to work towards achieving organizational goals.

Respect for the Individual :

We value our people. We will treat each other with dignity and respect and
strive for individual growth and realization of everyone's full potential.
Integrity :
We believe in a commitment to be honest, trustworthy, and fair in all our
dealings. We commit to be loyal and devoted to our organization. We will practice
self-discipline and own responsibility for our actions.

We will comply with all

requirements so as to ensure that our organization is always worthy of trust.

Market Share :
COKE is also one of the best Brands in the field of soft drinks Products, they
are New and it has become one of the Popular Brand in soft drinks Products, they
have achieved the Greater Scope in Marketing Share.

37

Consumer Behaviour
PEPSIs :
The Pepsi Foods Ltd., which is the principal company introduced to market its
products in May 1990. Its products are LEHAR PEPSI, LEHAR 7UP, LEHAR
MIRANDA, LEHAR SLICE, LEHAR TEAM and SODA. There bottling plants in
south being

38

Consumer Behaviour

CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION

39

Consumer Behaviour
CHAPTER - IV
DATA ANALYSIS AND INTERPRETATION

The questionnaires were collected from all respondents and tabulations were
based on the primary data present in the forms. The tables of each question are
prepared and analyses based on the questions prepared in the questionnaire. Graphical
respondents like LINE DIAGRAMS, BAR DIAGRAMS ARE USED in the
interpretation of the data.

ANALYSIS AND INTREPRETATION :

Analysis of consumer behaviour towards Coca-cola soft drinks in Kolar
District.

This chapter mainly deals with the analysis of data relating to consumer
behaviour towards Coca-Cola cool drinks. This includes the study of awareness of
branding attribute they look for purchasing frequency of purchasing satisfaction of
branding etc.,

Hear the data collected from respondents were checked processed tabulated
analysed using percentage and inference is drawn.

40

Consumer Behaviour
CONSUMER STUDY OF COCO-COLA :

TABLE NO. 1
Table showing the age group of the respondents.
Age Factor

No. of respondents

No. of respondents in
percentage (%)

5-10
11-15
16-20
21-25
26 & above
Total

11
13
36
17
23
100

11%
13%
36%
17%
23%
100%

ANALYSIS :
The above table shows that out of the 100 respondents who have respondent to
this questionnaire, it is found that :

a.

11% of the respondents lie between the 5-10 age group.

b.

13% of the respondents lie between the 11-15 age group.

c.

36% of the respondents lie between the 16-20 age group.

d.

17% of the respondents lie between the 21-25 age group.

e. 23% of the respondents lie under the group of 26 yrs and above.

41

Consumer Behaviour

GRAPH NO. 1
Graph showing the age group of the respondents.

42

Consumer Behaviour

TABLE NO. 2
Table showing the sex of the respondents
Age Factor

No. of respondents

No. of respondents in
percentage (%)

Males

40

40%

Females

60

60%

Total

100

100%

ANALYSIS :

The above table shows that among the 100 respondents 40% were male & the
rest of them i.e. 60% were females.

43

Consumer Behaviour

GRAPH NO. 2
Graph showing the sex of the respondents

44

Consumer Behaviour

TABLE NO. 3
Table showing the income category of the respondents
Age

No. of respondents

Percentage (%)

Less than 5000

14

14%

5000-1000

46

46%

1000 & above

40

40%

Total

100

100%

ANALYSIS :
From the above table we can say that people of all income levels have
respondent to this questionnaire.
14% of the respondents belong to the less than 5000 income category.
46% of the respondents belong to the 5000-10000 income category and

40% of the respondents belong to the 1000 & above and above income
category.

45

Consumer Behaviour

GRAPH NO. 3
Graph showing the income category of the respondents

46

Consumer Behaviour
TABLE NO. 4
Table showing the consumers of Cool drinks

Sex

Yes

No

Males

40

Females

60

Total

100

ANALYSIS :
From the above table we can say that among the 100 respondents it was found
that all the 100% were consumers of drinks.

47

Consumer Behaviour

GRAPH NO. 4
Graph showing the consumers of Cool drinks

48

Consumer Behaviour

TABLE NO. 5
Table showing the type of Cool drinks consumed
Sex

Accreted

Cool Drinks

Both

Males

16

16%

14

14%

10

10%

Females

24

24%

9%

27

27%

Total

40

40%

23

23%

37

37%

ANALYSIS :
The above table shows that among the males:
16% of the male preferred accreted cool drinks 14% of them preferred Cool
drink & the rest 10% of them preferred both.
Among the females;
24% of the females preferred accreted cool drinks 9% of the preferred Cool
drink and the rest 27% preferred both (accreted so well as Cool drinks)

49

Consumer Behaviour

GRAPH NO. 5
Graph showing the type of Cool drinks consumed

50

Consumer Behaviour

TABLE NO. 6
Table showing the reasons for consuming accreted drinks
Sex

Thirst
Quenching

Taste

Fizz

Status

All

Males

13

13%

11

11%

5%

1%

2%

Females

24

24%

20

20%

16

16%

4%

4%

ANALYSIS :
The above table shows that : Among the males:
13% prefer accreted drinks for thirst-quenching purpose.
11% prefer accreted drinks for the taste.
5% prefer accreted drinks from the fizz.
1% prefer due to the status & the rest.
2% prefer accreted drinks for all the above reasons.
Among the females:

24% prefer accreted drinks for thirst-quenching purpose.

20% prefer accreted drinks for the taste.

16% prefer accreted drinks from the fizz,

4% consumer accreted drinks for their status & the rest.

2% consumer for all the above reasons.

51

Consumer Behaviour

GRAPH NO. 6
Graph showing the reasons for consuming accreted drinks

52

Consumer Behaviour

TABLE NO. 7
Table showing the reasons for consuming Cool Drinks.
Sex

Thirst
Quenching
8
8%

Health
Drink
8
8%

Taste
Drink
12 50%

0.8%

Females

19

19%

22

22%

28

78%

Total

27

27%

30

30%

40

48%

2%

Males

ANALYSIS:
The table above shows that:
Among the males:

8% prefer Cool Drinks for thirst quenching purpose.

8% prefer this drink as they believe it to be health drink.

12% prefer it for the taste.

2% prefer for other reasons.

Among the females:

19% prefer the drinks for thirst quenching purpose.

22% prefer the drink for health reasons.

28% prefer it for the taste.

53

Others

Consumer Behaviour
GRAPH NO. 7
Graph showing the reasons for consuming Cool Drinks.

54

Consumer Behaviour
TABLE NO. 8
Table showing the awareness of Coca-Cola Cool drinks
Awareness

No. of respondents

Percentage (%)

Yes

86

86%

No

14

14%

Total

100

100%

ANALYSIS :
The above table shows that :

86% of the respondents were aware of the Coca-Cola Cool drinks and

14% of the respondents were not aware of the Coca-Cola Cool drink.

55

Consumer Behaviour
GRAPH NO. 8
Graph showing the awareness of Coca-Cola Cool drinks

56

Consumer Behaviour

TABLE NO. 9
Table showing the no. of respondents who have tasted Coca-Cola
Sex

Yes

Percentage

No

Percentage

Males

35

(%)
35%

(%)
5%

Females

43

43%

17

17%

Total

78

78%

22

22%

ANALYSIS:
The above table shows that:
Among the males :
35% have tasted the Coca-Cola Soft drinks &
5% have not tasted the drink.
Among the females :
43% have tasted the Cool Drink &
17% have not tasted it.

57

Consumer Behaviour

GRAPH NO. 9
Graph showing the no. of respondents who have tasted Coca-Cola

58

Consumer Behaviour
TABLE NO. 10
Table showing the source of awareness of Coca-Cola

Source

No. of respondents

Advertisement

25

Percentage
(%)
2.9

Bill boards

0.69

Friends

20

23

At purchase pts

40

47

Others

0.6

Total

86

100%

ANALYSIS:
The above table shows that media through which the consumers came to know
about Coca-Cola about :
29% came to know about Coca-Cola through advertisement
0.69% got to know through the bill boards
23% got to know through friends
47% got to know at purchase points & the rest
0.6% got to know through other reasons.

59

Consumer Behaviour

GRAPH NO. 10
Graph showing the source of awareness of Coca-Cola

60

Consumer Behaviour

TABLE NO. 11
Table showing the awareness that Coca-Cola is a soft drink

Sex

Yes

Percentage (%)

No.

Males
Females
Total

34
52
86

34%
52%
86%

6
8
14

ANALYSIS :
The above table shows that :
Among the males :
34% were aware that Coca-Cola was a soft drink
6% were not aware that Coca-Cola was soft drink.
Among the females :
52% were aware that Coca-Cola is a soft drink
8% were not aware that Coca-Cola is soft drink.

61

Percentage
(%)
6%
8%
14%

Consumer Behaviour

GRAPH NO. 11
Graph showing the awareness that Coca-Cola is a soft drink

62

Consumer Behaviour

TABLE NO. 12
Table showing the awareness of the respondents who are aware that Coca-Cola is a
Cool drink.
Factors

No. of
Respondents

Respondents in
Percentage (%)

Yes

64%

No

36%

Total

14

100%

ANALYSIS :
The above table shows that among the 14 respondents who were not aware
that Coca-Cola is a soft drink.
64% would prefer Coca-Cola after they got to know that Coca-Cola was soft
drink.
36% have not changed their mid about the product.

63

Consumer Behaviour

GRAPH NO. 12
Graph showing the awareness of the respondents who are aware that Coca-Cola is
a Cool drink.

64

Consumer Behaviour

TABLE NO. 13
Table showing the awareness of the quantity of the Coca-Cola Soft drinks
Factors
Yes
No
Total

No. of
Respondents
52
48
100

Respondents in
Percentage (%)
52%
48%
100%

ANALYSIS :
The above table shows that 52% of the respondents were aware the quality of
Coca-Cola drink 48% were not aware about the quality did not bother to check the
quality.

65

Consumer Behaviour

GRAPH NO. 13
Graph showing the awareness of the quantity of the Coca-Cola Soft drinks

66

Consumer Behaviour

TABLE NO. 14
Table showing the behavior of the respondents regarding quantity.

Sex

Yes

Percentage

No

Percentage

13

(%)
13%

26

(%)
26%

Males
Females

7%

40

40%

Total

20

20%

66

66%

ANALYSIS :
The above table shows :
Among the males :
13% of them have stopped consuming the product because of the quantity.
26% of them have not bothered about the quantity.
Among the females :
71% of them stopped consuming the product because of the quantity 40% of
them have not bothered about the quantity.

67

Consumer Behaviour

GRAPH NO. 14
Graph showing the behavior of the respondents regarding quantity.

68

Consumer Behaviour

TABLE NO. 15
Table showing the availability of the Coca-Cola Soft drink.

Factors

No. respondents

Percentage

46
40
86

(%)
54%
46%
100%

Yes
No
Total

ANALYSIS :
The above table deals with the availability of the Coca-Cola Cool Drink :
About 54% of the respondents have said that there was no problem with the
availability of the Cool Drink.
46% of the respondent have said that the drink was not easily available at
retail out lest.

69

Consumer Behaviour

GRAPH No. 15
Graph showing the availability of the Coca-Cola Soft drink.

70

Consumer Behaviour
TABLE NO. 16

Males
Female
Total

6
16
22

6%
16%
22%

2
9
11

2%
9%
11%

15
38
53

15%
38%
53%

ANALYSIS :
The above table shows that among the males:
Among the males :

2% prefer 7up
15% prefer Miranda
12% prefer Frooti and the rest
2% prefer other drinks

Among the females :

16% prefer Pepsi

9% prefer 7 up
38% prefer Miranda
17% prefer Slice
17% prefer Frooti and the rest
9% prefer others.

71

6
17
23

6%
17%
23%

12
17
29

12%
17%
29%

2
9
11

Percentage

Others

Percentage

Frooti

Percentage

Slice

Percentage

Miranda

Percentage

7UP

Factors

Percentage

Pepsi

Table showing the different flavors preferred by the respondents.

2%
9%
11%

Consumer Behaviour

GRAPH NO. 16
Graph showing the different flavors preferred by the respondents.

72

Consumer Behaviour

TABLE NO. 17
Table showing the positioning the product.
Factors

No. of respondents

Percentage

Yes

20

(%)
20%

No

30

30%

Total

40

40%

ANALYSIS :
The above table shows the position of the drink :
20% of the respondents have positioned this drink as a health drink
30% of them have positioned it as a soft drink
40% of them have positioned it as both
10% have not been able to position it at all

73

Consumer Behaviour

GRAPH NO. 17
Graph showing the positioning the product.

74

Consumer Behaviour

TABLE NO. 18
Table showing the time for consumption.

Time
Fore Noon
After Noon
Evening
Total

No. of Respondents
20
40
40
100

Percentage (%)
20%
40%
40%
100%

ANALYSIS :
Above table shows that out of 100 respondents, 20 % are the forenoon
consumers, 40% of them prefer in the Afternoon & remaining 40% prefer in the
Evening Time.
Majority of the consumers are Afternoon & Evening time consumers.

75

Consumer Behaviour

GRAPH NO. 18
Graph showing the time for consumption.

76

Consumer Behaviour

TABLE NO. 19
Table showing respondents desirable places for consumption
Places
Restaurant
Cinema Hall
College Canteen
Parlours
At home
In the Office
Total

No. of Respondents
30
12
30
12
12
04
100

Percentage (%)
30%
12%
30%
12%
12%
04%
100%

ANALYSIS :
Above table showing Out of 100 respondents 30 prefer Restaurant type place,
12 prefer Cinema Hall, 30 prefer College Canteen, 12 prefer Parlours, 6 are at Home
and 4 in office.
Majority of the respondents are restaurant, College Canteen.

77

Consumer Behaviour

GRAPH NO. 19
Graph showing respondents desirable places for consumption

78

Consumer Behaviour

TABLE NO. 20
Table showing the different Medias through which consumer gain knowledge about
specific brands.
Medias
TV
Radio
News Paper
Magazines
Friends
Others
Total

No. of Respondents
56
04
08
08
20
04
100

Percentage (%)
56%
04%
08%
08%
20%
04%
100%

ANALYSIS :
Above table depicts that out of 100 respondents 56% of them gain knowledge
through TVs, 4% of the respondents through Radios, 8% through News Papers, 8%
of them through Magazines, 20% of the respondents through Friends and 4% of them
through others.
Majority of the respondent gain Knowledge through TVs & Friends.

79

Consumer Behaviour

GRAPH NO. 20
Graph showing the different Medias through which consumer gain knowledge
about specific brands.

80

Consumer Behaviour

TABLE NO. 21
Table showing the respondents classification based on the try out of new Brands
available in the Market.
New Brands
Yes
No
Total

No. of Respondents
52
48
100

Percentage (%)
52%
48%
100%

ANALYSIS :
In the above table, out of 100 respondents 52% prefer trying out New Brands,
48% are not interested to prefer New Brands available in the Market.
Majority of the Respondents like to try New Brands.

81

Consumer Behaviour

GRAPH NO. 21
Graph showing the respondents classification based on the try out of new Brands
available in the Market.

82

Consumer Behaviour

TABLE NO. 22
Table showing the respondents using the favorite alternative brand
Alternative Brand
Yes
No
Total

No. of Respondents
72
28
100

Percentage (%)
72%
28%
100%

ANALYSIS :
The above table shows that out of 100 % of the respondents, 72% of them
prefer Alternative Brand whereas 28% of the respondents do not prefer any alternative
brands.
Majority of the Respondents prefer to go for an Alternative Brand.

83

Consumer Behaviour

GRAPH NO. 22
Graph showing the respondents using the favorite alternative brand

84

Consumer Behaviour

CHAPTER 5

FINDINGS
&
CONCLUSIONS

85

Consumer Behaviour
CHAPTER - IV
SUMMARY OF FINDINGS & CONCLUSION

Majority of the respondents are males.

Majority of the respondents are in the age group of 16 to 25 years.
Majority of the respondents are students.
Majority of the respondents belong to Middle Class.
Majority of the respondents are interested in consuming Cool Drinks.
Majority of the respondents are having fresh fruit Juice and Soft drink.
Majority of the respondents would like to go for a alternate brand.
Majority of the respondents would choose Frooti as their alternative brand.
Majority of the respondents would like to go for new Brand.
Majority of the respondents prefer soft drink in the Afternoon.
Majority of the respondent prefer to have soft drinks in Restaurant, College
Canteen.
Majority of the respondents prefer soft drinks advertisement through the TV
Media..

Majority of the respondents are impressed by COKE Ads in the TV.

Majority of the respondents are students and private employees (Males).
Majority of the respondents are males and are preferring artificially flavored
cool drinks.

86

Consumer Behaviour
Majority of the respondents are Pepsi and Fanta and are middle class
consumers.
Majority of the respondents would like to have soft drink in the after noon and
are middle class consumers.
Majority of the respondents are males and prefer TV media for advertisement
of cool Drinks.

87

Consumer Behaviour

CHAPTER 6

RECOMMENDATIONS
&
SUGGESTIONS

88

Consumer Behaviour
RECOMMENDATIONS AND SUGGESTIONS
It can be concluded that overall response of the consumers towards Coca-Cola
drinks is satisfactory. Consumers are satisfied with the companys aerated drinks and
its other Brands. Cool drinks are largely preferred by the Youths who are in the age
group of 16-25 years. Though the consumers are satisfied with the companys cool
drinks and its other brands, most of them prefer natural type of Fruit drinks.

Even though the company has introduced some new flavors, most of the
respondents still prefer different flavored cool drinks.

So the company should

concentrate on introducing a new varieties / Flavour of cool drinks. Though, CocaCola has entered the cool drinks market recently, it is able to capture a part of the
consumer market for its cool drinks, still a major part of the market is available to
cover. From the analysis it can be concluded that most of respondents prefer bottled
cool drinks then cans.

89

Consumer Behaviour

SUGGESTIONS :
1.

As was seen that Pepsi is most favorite brand which determines that there is
more brand loyalties in cool drinks so the company should improve their
market strategies to improve the customers loyalty towards coca cola brand.

2.

Market for bottled cool drinks is more rather then cans. Hence it can be
concluded that only bottled soft drinks can be expanded.

3.

The new brand with out aggressive promotional tools can not work out in the
market.

4.

TV being the most popular media of mass communications. Can be used as

the most powerful tool for promoting cool drinks. The advertisements to
repeat them to create an ever lasting impression common person, or sports
persons in TV advertisements should only be chosen as reference.

5.

The company should focus on fruit drinks which are good for health and give
new reasons as to while it is better than accreted drinks in order to attract
consumers.

6.

Point of purchase of cool drinks should be improved by displaying attractive

and striking advertisement to attract consumers.

7.

The advertisement should be improved, so as to catch the eyes of the customer

who view the ad to taste the cool drink.
90

Consumer Behaviour
8.

Company should introduce many, new, other, flavoured, fast moving cool
drinks to extend these brands as well as the product.

9.

To increase sales of cool drinks the company should introduce many

complimentary like sticker, tattoos and other free small gifts to childrens, gifts
to adult etc.,

10.

As the companys major competitor is PEPSI, the company should compete

with PEPSIs market.

11.

It is welcome for the company to go for healthy competition.

12.

If the company gives attention in changing the caption once in a while it will
be better.

13.

It is welcome for the company to increase its sponsorship so as to increase the

sales and to inspire the people towards its brands.

91

Consumer Behaviour

CHAPTER 7

APPENDICES

92

Consumer Behaviour

APPENDICES AND ANNEXURE

QUESTIONNNARIE :
A STUDY OF CONSUMERS BEHAVIOUR TOWARDS COCA-COLA
SOFT DRINKS.
Dear Sir/Madam,
I, G.PURNACHANDAR the management student of Kommuri Pratap
Reddy Institute of Technology.. conducting a study on consumer behavior towards
Coca-Cola soft drinks. I will be grateful to you, if you would kindly spare some time
to answer my queries, your answers would be kept confidential.
Thanking you,
G.PURNACHANDAR
1. Name of the Respondent :______________________________
2. Address

: ______________________________
______________________________

3. Gender
a) Male

:
[

4. Age

b) Female

a) 5-10 years

b) 11-15 years [

c) 16-20 years

d) 21-25 years [

e) 26 years and above

5. Income Category

:
93

Consumer Behaviour
a) Less than 5000 [

c) 10000 and above

6. Occupation
a) Student

b) 5000-10000[

b) Professional

]
:

c) Govt. Employee

d) Private Employee [ ]

b) No

7. Do you drink Soft drink :

a) Yes

8. What kind of Cool Drinks you prefer :

a) Thirst Quenching

b) Health Drink

c) Taste Drink

d) Others

9. How do you choose a cool drinks :

a) Aerated

b) Non- Aerated

10. Are you aware of Coca Cola?

a) Yes

b) No

b) No

11. Have you Tasted Coca Cola.

a) Yes

12. What are the source of Awareness of Coca Cola :

a) Advertisement [

b) Bill Boards

c) Friends

d) At Purchase points

e) Others

13. Are you aware of Quantity of Coca Cola.

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Consumer Behaviour
a) Yes

b) No

14. Which soft Drinks have you heard of :

a) Pepsi

b) 7 UP

c) Miranda

d) Slice

e) Frooti

f) Others

15. What time of the day would you prefer to have cool drinks?
a) Fore Noon

c) Evening

b) After Noon [

16. Where would you like to have it:a) Restaurant

b) Cinema Hall

c) College Canteen

d) Parlor

e) At Home

f) In the Office

17. In which media you have come to know about this specific Brand.
a) TV

b) Radio

c) News Paper

d) Magazines

e) Friends

f) Others

18. If your favorite Brand is not available would you like to go for an alternate Brand?
a) Yes

b) No

19. Which alternative Brand would you buy __________________

20. Would you like to try out a new Brand in Market
a) Yes

b) No

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Consumer Behaviour

BIBLOGRAPHY
Text books :
1. J.C GANDHI, MARKETING- A MANAGERIAL
INTRODUCTION NES DELHI: TATA MC GRAW-HILL
PUBLISH CO. LTD 1993.
2. PHILIP KOTLER, MARKETING MANAGEMENT
9TH EDITION, New Delhi: PERTICE HALL OF INDIA 1997.
3. WILLIAN STATION AND CHARLES ETZEL ANS BRUCE J.W ALTER,
FUNDAMENTALS OF MARKETING,
USA: MC GRAW HILL CO 1994
4. CONSUMER BEHAVIOUR by Suja.R.Nair
5. CONSUMER BEHAVIOUR by Schiffman and Kanuk

Websites :
1. www.cococola.com
2. www.india.coke.com

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