Professional Documents
Culture Documents
The beverage industry in India constitutes of around USD 230 million among the USD 65 billion
food processing industry. The major sectors in beverage industry in India are tea and coffee
which are not only sold heavily in the domestic market but are also exported to a range of
leading overseas markets. Half of the tea and coffee products are available in unpacked or loose
form. Among the hot beverages manufactured in India, tea is the most dominant beverage that is
ruling both the domestic and international market even today. The supply of tea and coffee is
insurmountable in the Indian beverage industry.
1
The taste factor in tea varies according to the taste of individuals in different countries and the
beverage companies in India manufacture the products in accordance with the taste of the
individuals. For example, the inhabitants in the southern parts of India prefer dust tea whereas
the inhabitants in the western part of India prefer loose tea. The Southern India also prefers
coffee a lot. The production capacity of the total packaged coffee market is 19,600 tones which is
approximately a USD 87 million market. The soft drink market such as carbonated beverages
and juices constitutes around USD 1 billion producing 284 million crates per year. In the peak
season, the consumption capacity reaches 25 million creates per month and during off season the
same goes down to 15 million crates in a month. Pepsi and Coca cola are the two leading brands
in the Indian market. The mineral water market in India is a USD 50 million industry and
produces 65 million crates. Around 4.9 million crates is usually consumed each month but it rises
to 5.2 million crates in the peak season.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with
Purpose: PepsiCo promise to provide a wide range of foods and beverages from treats to healthy
eats; to find innovative ways to minimize our impact on the environment by conserving energy
and water and reducing packaging volume; to provide a great workplace for our associates; and
to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India
achieved a significant milestone, by becoming the first business to achieve Positive Water
Balance in the beverage world, a fact verified by Deloitte Touch Tohmatsu India Pvt. Ltd. The
company has been Water Positive since then.
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries
and territories around the world. PepsiCo generated more than US $63 billion dollars in net
revenue in 2015, driven by a complementary food and beverage portfolio that includes Frito-Lay,
Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range
of enjoyable foods and beverages, including 22 brands that generate more than US $1 billion
dollars each in estimated annual retail sales.
United States
Available Since:
2009
Shona L. Brown
Former Senior Advisor to Google Inc.
George W. Buckley
Former Chairman, President and Chief Executive Officer, 3 M Companies; Chairman, Smiths
Group plc
Cesar Conde
Chairman, NBC Universal International Group and NBC Universal Telemundo
Ian M. Cook
Chairman, President and Chief Executive Officer, Colgate-Palmolive Company
Dina Dublon
Former Executive Vice President and Chief Financial Officer, JP Morgan Chase & Co.
Richard W. Fisher
Former President and Chief Executive Officer, Federal Reserve Bank of Dallas
William R. Johnson
Operating Partner, Advent International Corporation; Former Chairman, President and Chief
Executive Officer, H.J. Heinz Company
Indra K. Nooyi
Chairman and Chief Executive Officer, PepsiCo
Robert C. Pohlad
President, Dakota Holdings, LLC
Lloyd G. Trotter
Managing Partner, GenNx360 Capital Partners
Daniel Vasella
Former Chairman and Chief Executive Officer, Novartis AG
Alberto Weisser
Former Chairman and Chief Executive Officer, Bunge Limited
7UP Nimbooz Masala Soda has also launched an all-new chatpataka thematic featuring brand
ambassador and actor Anushka Sharma. Get ready to slurp up 7UP Nimbooz Masala Soda and
feel UP! 7UP Nimbooz Masala Soda is available in 200ml returnable glass bottles (RGB) and
500ml PET.
Commenting on the launch, Ruchira Jaitly, Sr. Director Marketing- Social Beverages, PepsiCo
India said, Refreshing nimbu paani is integral to us Indians to beat the summer heat. 7UP
Nimbooz Masala Soda has been developed in India, for Indians, with real lemon juice, soda and
a hint of masala giving a refreshing and authentic taste with an all family appeal. We are
confident that consumers will not only like the authentic refreshing taste of 7UP Nimbooz
Masala Soda, but also relate to the brand given its strong Indian chatpataka appeal.
Consumer behavior is the decision process and physical activity, which individuals
engage in when evaluating, acquiring, using or disposing of goods and services. Louden and
Bitta
Consumer behaviour reflects the totally of consumer decision with respect to the
aquision usage & disposition of goods , services , time & ideas by human decision making unit.
Jacob
Consumer behavior is the study of how people buy, what they buy, when they buy and
why they. Kotler (1994)
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Customer behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is
difficult to predict, even for experts in the field. Relationship marketing is an influential asset for
customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrows possibility theorem is
used for a social function, social welfare function is achieved. Some specifications of the social
functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and
weak and strong Pareto optimality. No social choice function meets these requirements in an
ordinal scale simultaneously. The most important characteristic of a social function is
identification of the interactive effect of alternatives and creating a logical relation with the
ranks. Marketing provides services in order to satisfy customers. With that in mind the
productive system is considered from its beginning at the production level, to the end of the
cycle, the consumer (Kioumarsi et al., 2009).
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12
9. Reflects status:
The consumer behaviour is not only influenced by the status of a consumer, but it also reflects it.
The consumers who own luxury cars, watches and other items are considered belonging to a
higher status. The luxury items also give a sense of pride to the owners
organization needs to understand what benefits consumers are seeking and therefore which
attributes are most important in terms of making a decision. It also needs to check other brands
of the customers consideration set to prepare the right plan for its own brand.
The evaluation of the alternatives process is how the consumer determines the different products
available. According to Kotler et al., (2014) there appears to be no simple evaluation process
useful by consumers in all-buying situations. There are a few concepts that can explain the
consumer process. A consumer evaluates a product with different attributes, for example Kotler
et al., (2014) explains that restaurant attributes would be food quality, price, location,
atmosphere, quality of service and menu selection. Consumers depending on their geographic,
demographic, psychographic and behavioural characteristics will decide which attributes are
important to them. After evaluating the different attribute the product offers the consumer will
then priorities each attribute in the order from highly important to least important. As stated in
Kotler et al., (2014) these priorities are directly related to the consumers needs and wants. The
next process in brand image, Kotler et al., (2014) says the consumer applies certain beliefs to a
particular known brand. The consumers beliefs may differ depending on the consumers
experience and the effects of selective perception, distortion and retention. Kotler et al., (2014)
portrays that one or more of the processes suggest above is used depending on the customers
buying decision process.
There are 5 stages of a consumer buying process: The problem recognition stage, meaning the
identification of something a consumer needs. The search for information, which means you
search your knowledge bases or external knowledge sources for information on the product. The
possibility of alternative options, meaning whether there is another better or cheaper product
available. The choice to purchase the product and then finally the actual purchase of the product.
15
This shows the complete process that a consumer will most likely, whether recognisably or not,
go through when they go to buy a product.
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evidence. The model of learning from experience suggests that through experiences consumers
can gain a lot of information about the products. The process can be affected by four factors:
Motivation - The stage of motivation enables consumers to generate hypotheses and look for
information to confirm or negate it, for that reason keeping consumers active in the process of
learning from experience. On the other hand, if the motivation is low consumers will not
generate much hypotheses therefore learning less during the learning process.
Prior knowledge or ability High knowledge provides to consumers the chance to a welldefined belief and expectation resulting in a low chance to create new hypotheses. Besides
consumers with low knowledge skills are likely to establish hypotheses to help in the learning
process, as consumers might find difficult to collect evidence without any guiding hypotheses.
Ambiguity of the information environment or lack of opportunity when consumers do not have
enough information available to confirm or disapprove hypotheses, ambiguity of information
occurs. The first choice under the context of ambiguity can influence consumers decisions,
resulting in preferences for the chosen option. On the other side when consumers have some
doubts about the product quality, they would search for some facts to support their hypotheses
through word of mouth or advertising.
Processing biases When the evidence is ambiguous and bias is confirmed it can interfere in the
learning process. It can cause consumers to turn aside negative and highly diagnostic
information. Negative information is also important to the learning process, contributing to a
better overview of the situation and allowing consumers to be more accurate towards test
hypotheses.
study consumer behaviour in detail, looking into the smallest nuances of it so as to identify what
exactly the consumer desires because in todays times with so much of competition in every
market segment we cannot afford to take the consumer for granted. With a range of choices in
every product, if the consumers desire is not looked after they will surely move on to any one of
the competitors. According to a recent study:
Out of 11000 products introduced by 77 companies, only 56% are present 5 years later.
Only 8% of product concepts offered by 112 leading companies reached the market. Out of
that 83% failed to meet marketing objectives.
Now, the question that comes to my mind here is Why exactly did this happen?
The answer is the lack of understanding of consumer behaviour. Not only is launching a new
product and getting the product noticed by the consumer important but what is more important is
to make sure that the consumer is hooked on to the product and comes back for it time and again
We can sell a product to a consumer again and again only if the consumer feels that this is the
best product in the market to satisfy his needs and maybe even give him some delight and in
order to design the best product, it is necessary to understand not just the physics and chemistry
of the product, but also the psychology of consumers and the sociology of consumer groups or
networks. This is exactly why all managers must become astute analysts of consumer motivation
and behaviour. A fundamental understanding of consumer behaviour underpins all marketing
activity and is a necessary prerequisite to organisations being marketing orientated and thus
profitable.
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2.2.5 . The study of consumer behaviour has proved that following are the
main factors which influence the behaviour:
1.Economic
factors
2. Social
factors
3.
Factors
of
Psychology
factors
consumer
behaviour
4.
Anthropolog
y&
geography
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5.
Technology
factors
6. Others
1. Economic Factors:
Price
Income
Distribution of Income
Competition with substitutes
Utility
Consumer preferences
2. Social Factors:
Culture
Attitude of society
Social values
Life Style
Personality
Size of family
Education
Health standards
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Social class like upper class, middle class-urban, rural. It also includes tribes, professions and
alike.
Group:
In certain societies and tribes group decision is taken or influences the decision.
3. Psychology:
It decides the personality, taste, attitudes of individuals or groups, life style, preferences
especially on occasions like marriage. The demonstration influence is also dependent upon
psychology of an individual.
4. Anthropology & Geography:
Climate, region, history all effect, consumer behaviour. In hot countries like India certain
products which keep us cool like squashes, sarbatas, are demanded but they have no demand in
cold regions. The dress is also influenced by climate along with other factors. Culture is also
influenced by climate.
5. Technology:
In case of equipments whether for consumer use or industrial use is affected by technological
innovations and features. But it is not confined to durable goods only. Even in case of perishable
goods the shelf life etc are determined by technological developments. Innovations and
introduction of new product also depends upon technological development.
Innovations and introduction of new products also depend upon technological change.
6. Others:
Knowledge-technical or otherwise and information. Government decisions, laws, distribution
policies, production policies have also big affect on consumer behaviour. All these factors are
studied by consumer behaviour scientists and then they decide what production and marketing
strategy should be adopted to develop a particular product, change the existing product and what
pricing and marketing mix should be used to attract more customers towards the product/service
in question to optimize sales and profits.
The consumer behaviour study in India has been ignored except by MNCs and a few big
companies. It is because till recently say up to the beginning of 90s there was sellers market and
anything could be sold. Therefore, hardly any attention was paid to consumer. For instance
Hindustan Motors continued to produce same car for decades till Maruti appeared on the arena.
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But with the competition emerging many cars, refrigerators, TVs to mention a few items
appeared on the scene.
This resulted into study of consumer behaviour and in future when competition is expected to be
fierce for many products and when not only American and European producers will be on the
scene but Japan and Korea are emerging big players there will be much greater emphasis on
study of consumer behaviour. The establishment of over 700 management institutes is also
helping greater use of the tool of consumer behaviour for marketing.
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This strategy was followed, by Akai T.V. and number of other companies like Bajaj Auto Akai.
T.V. Manufacturers of diesel generator sets, refrigerators, electric iron, pressure cookers etc. also
adopted the strategy and benefited.
Similarly, introduction of small packs of shampoos, washing powder and pan masala etc has
helped the companies to expand their market. When producers found that even a poor person
does not mind trying a new costly product if it is available in affordable price pack many
companies introduced such packaging and when the product was liked they became regular
customers.
Segmentation of Market is Helped:
The study of consumer behaviour suggested that everyone does not buy on price consideration or
utility consideration only. For high income groups high priced cloth, cars, etc have been
produced. In certain cases the price of such cloth is three to eight times of normal suiting price
but some section still buy it for prestige or show.
The producers of such items make heavy profits which would not have been possible without
study of consumer behaviour because it is against basic economic theory. Even some producers
to cater different segments produce varieties of products such as soaps, creams, toothpastes etc.
Helps in Development of New Products:
Before launching a new product proper study of consumer tastes i.e. behaviour avoids later
failure and loss. This is particularly true for food items and daily consumption products. It is
equally true for fashion goods like garments, cosmetics, cigarettes and new flavours of existing
products. In certain cases if a product is reintroduced after a long gap this type of study helps.
For instance, Coca-Cola was banned in India in 1977 and consumers by and large forget its taste
and liking. Thumps up and other drinks took its place. When Coca-Cola was reintroduced in 90s
it could as yet not reach the same supremacy. Life Bouy re-oriented its product and produced
different items like Life Bouy Gold, Life Bouy Plus to meet demand of different consumers.
Helps in Product Orientation:
The study of consumer behaviour helps to find-out why consumers are drifting away from a
product or why they are not liking it. For instance, some of Indian toothpastes are being
produced for long like Neem but it could not capture the market. There are many other instances
when a new product has been developed or reoriented to again capture its old glorious position.
Those who do it scientifically succeed and others who do not study consumer behaviour properly
or do not orient loose the market, merely by pretty faces or fancy claims he wants to be assured
that what is claimed is really true.
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Therefore, based on consumer research new techniques are used Hindustan Lever and Procter &
Gamble for Surf Ultra and Ariel has brought in producers of cloth Bombay Dyeing and Reliance
to testify claims of producers of these washing powders. This is not an isolated case but this type
of study had paid good results to others also.
Helps in Reorientation of Packaging:
A great deal of importance is being given to packaging for quite some time by marketing
department and market research. But whether a particular packaging is liked by consumers or not
is a recent phenomenon. Consumer if likes a packing helps in pushing sales.
Producers of Vanaspati (hydrogenated oil), milk, drinks items, etc. have developed utility
packaging so that once container becomes empty they can be used for refilling. In certain cases
this fact is advertised also. But in many cases this has been done without study of consumer
behaviour and his attraction or disliking of a particular packaging. The fact however remains that
proper study can help in pushing sales.
Helps Consumers to Study their Behaviour:
The consumers often are guided by their income, emotions, opinion of others and they do not
undertake study of their behaviour whether it is scientific or not. The science, however, can help
them to study cost benefit of their buying decisions. The study can reveal them whether buying
an expansive item is rational, or not.
Whether they should buy Rs. 2 ball pen or fancy pen costing Rs. 100 or more. Whether they
should decide in favour of expensive cloth, car, consumer durables and other fashion goods or
should they buy on utility consideration. If there are competitive goods it can help them to make
consumer preference chart and then decide what to buy immediately and what to postpone and
what should be rejected.
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They take full advantage of weaknesses of consumers to mold it in their favour whether it is
scheme of exchange, gifts, lotteries or otherwise. All over the world consumers have been
exploited by sales promotion schemes and campaigns. For instance producers certain producers
claim that use of their tooth paste will guard against germs and cavity.
Producers of medicines claim cure of certain diseases. Producers of hair oils claim that it will
stop falling of hairs and/or new hairs will start growing. Slim centres claim to reduce weight in
magic speedy manner. Someone claims that baldness can be cured by replanting of new hairs in
short period. Someone claims regeneration of vitality even in old person.
Any number of examples can be given but such claims sometimes even by big companies are
only partially true. High priced products are introduced to take advantage of consumers
weakness just by changing shape, packing etc. Customers are attracted by gifts, lotteries,
exchange schemes, etc.
In such cases often claims are exaggerated and benefits in the form of sales promotion scheme is
only to seller and not to buyer. The government in most of the countries has found that though
consumer is the king he is exploited. Hence most of countries have framed and enacted many
acts and regulations to safe guard the interest of consumers.
In India also there are a large number of laws in this direction like Monopoly and Restrictive
Trade Practices Act (MRTP)., Essential Commodities Act., Consumer Protection Act,
compulsory printing of maximum retail price on each packing, weights and Measures Act and
Code of Advertising.
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How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
Social marketing involves getting ideas across to consumers rather than selling something. Marty
Fishbein, a marketing professor, went on sabbatical to work for the center for Disease Control
trying to reduce the incidence of transmission of diseases through illegal drug use. The best
solution, obviously, would be if we could get illegal drug users to stop. This, however, was
deemed to be infeasible. It was also determined that the practice of sharing needles was too
ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes,
Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing
them, a goal that was believed to be more realistic.
As a final benefit, studying consumer behaviour should make us better consumers. Common
sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you
should pay less per ounce than if you bought 32 ounce bottles. In practice, however, you often
26
pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact
will sensitize you to the need to check the unit cost labels to determine if you are really getting a
bargain
.
There are several units in the market that can be analyzed. Our main thrust in this course is the
consumer. However, we will also need to analyze our own firms strengths and weaknesses and
those of competing firms. Suppose, for example, that we make a product aimed at older
consumers, a growing segment. A competing firm that targets babies, a shrinking market, is
likely to consider repositioning toward our market. To assess a competing firm potential threat,
we need to examine its assets (e.g., technology, patents, market knowledge, awareness of its
brands) against pressures it faces from the market. Finally, we need to assess conditions (the
marketing environment). For example, although we may have developed a product that offers
great appeal for consumers, a recession may cut demand drama
RESEARCH is a careful investigation or inquiry especially through search for new facts in
any branch of knowledge.
27
This chapter deals with the methodology adopted in conducting the study. The chapter is
organized as follows; research design, sources of data, population and sampling, research
instrument (data collection technique), administration of instrument and analysis of data.
The project is a systematic presentation consisting of the problem, collected facts of data,
analyzed facts and proposed conclusions in form of recommendations. The data has been
collected from both the sources primary and secondary sources.
3.3.7.Data Analysis
The collected data were statistically analyzed, using the pie-chart and tables. Representations like
tables and charts were used to ensure easy and quick interpretation of data. Responses were
expressed in percentages. Data from the completed questionnaire were checked for consistency.
The items were grouped based on the responses given by the respondent. This method was used
because it is the best instrument to identify, compare, describe and reach a conclusion.
30
OPTIONS
No. OF RESPONDANT
PERCENTAGE
COLA BASED
51
50%
FRUIT BASES
51
50%
TOTAL
102
100
31
CHART-1
COLA BASED
FRUIT BASED
OPTIONS
No. OF RESPONDANT
PERCENTAGE
YES
55
53.92%
NO
18
17.64%
OCCASIONALLY
29
28.43%
TOTAL
102
100
CHART-2
32
50% of
TABLE-3
S.No.
OPTIONS
No. OF RESPONDANT
PERCENTAGE
NIMBOOZ
25
24.50%
MIRINDA
25
24.50%
LIMCA
12
11.76%
OTHERS
40
39.21%
TOTAL
102
100
CHART-3
33
Question:-4 What is the optimal amount of cold drink quantity that which you prefer ?
(a) 200ml
CHART-4
S.No.
OPTIONS
No. OF RESPONDANT
PERCENTAGE
200ML
31
30.40%
330ML
45
40.11%
500ML
26
25.49%
TOTAL
102
100
CHART-4
34
TABLE-5
S.NO
OPTIONS
No. OF RESPONDANT
PERCENTAGE
Yes
72
70.58%
No
50
49.01%
TOTAL
102
100
CHART-5
35
YES
NO
INTERPRETATION: 70.58% of respondent are like fruit drink Nimbooz and 49.01% of
respondent are doest like fruit drink Nimbooz
OPTIONS
HIGHLY SATISFIED
NO OF
RESPONDENT
17
PERCENTAGE
16.66%
DISSATISFIED
24
23.52%
SATISFIED
37
36.27%
MODERATELY
SATISFIED
UNDECIDED
14
13.72%
10
9.80%
TOTAL
102
100
1
2
36
TABLE-6
HIGHLY SATISFIED
DISSATISFIED
SATISFIED
MODERATELY SATISFIED
UNDECIDED
INTERPRETATION: 16.66% of respondent are highly satisfied with the price, 23.52% are
dissatisfied with the price, 36.37% are satisfied with the price, 13.72%are moderately satisfied
with the price and 9.80% respondent are undecided.
Question:- 7 What changes do you suggest for the product Nimbooz to make it more
popular ?
(a)Advertising (b) packaging (c) pricing (d) promotional schemes
TABLE-7
S.No.
OPTIONS
No. OF RESPONDANT
PERCENTAGE
ADVERTISING
40
40%
PACKAGING
24
23.52%
PRICING
24
23.52%
PROMOTIONAL
14
13.72%
102
100
SCHEME
TOTAL
CHART-7
37
OPTIONS
No. OF RESPONDANT
PERCENTAGE
TASTE
17
16.66%
PRICING
27
26.47%
NON-CARBONATE
24
23.52%
REFRESHING
34
33.33%
102
100
&ENERGY
TOTAL
CHART-8
38
OPTIONS
No. OF RESPONDANT
PERCENTAGE
TELEVISION
51
50%
FRIENDS
27
26.47%
SAW IT
14
13.72%
OTHERS
10
9.80%
TOTAL
102
100
AVAILABLE AT
STORE
4
CHART-9
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INTERPRETATION: 50% respondent are get know about the Nimbooz from Television,
26.47% respondent are get know about the Nimbooz from Friends, 13.72% % respondent are
saw it available at the store and 9.80% respondent are get know about the Nimbooz from
others .
Question :- 10 Do you think that advertisement of Nimbooz should provide Full
information ?
(a) Yes (b) No
TABLE-10
S.NO.
OPTIONS
No. OF RESPONDANT
PERCENTAGE
Yes
65
63.72%
No
37
36.27%
TOTAL
30
100
CHART-10
40
yes
no
TABLE-11
S.NO
OPTIONS
No. OF RESPONDANT
PERCENTAGE
Yes
61
59.80%
No
41
40.20%
TOTAL
102
100%
CHART-11
41
YES
NO
5.1.Findings
50% of respondent are drinking cola based drink and 50% of respondent are drinking
fruit based drink.
There are a lot of new companies entering in the insurance making it more competitive.
Much of the people are satisfied with the 200ml drink and some people are satisfied with
330ml and some people with 500ml.
70.58% of respondent are like fruit drink Nimbooz and 49.01% of respondent are doesnt
like fruit drink Nimbooz.
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According to most of the customers the advertising and marketing strategies of the
company is good enough to attract the customer
The PepsiCo is providing the products according the needs of the customers.
59.80 respondent are said the advertisement of Nimbooz attractive and while other
40.20% respondents do not find it attractive.
5.2. SUGGESTIONS
Company should prefer both cola based drink as well as Fruit based drink approach to
drink.
The company should also offer some more plans for the middle class of the society.
The company should provide better services to the customers so as to capture more and
more market.
Cheaper products
class public.
Nimbooz
The company should stress much on its plans and sell the products according to the
customer needs.
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The company should concentrate more on sales and marketing department so that more
and more products can be sold out.
The Pepsi company should make more and more plans according to the customers needs
Advertisements should be the best method to advertise the products and popular among
the public
Methods used for Promotion of Nimooz should be done carefully and systematically.
40.20% respondents do not find the advertisement is attractive respondents thinks that
advertisement of Nimbooz should provide Full information.
CONCLUSION
This study based on consumer behavior of Nimbooz. The conclusion is drawn on the
basis of analysis and interpretation. The business of soft drink Industry is significantly based
upon the impulse buying, so it is very necessary to Merchandise products of NIMBOOZ
efficiently and present them in such a manner so that it can motivate the consumer and generate a
thirst in consumer to consummate it. Nimbooz has a strong position in Dehradun with the
support of its distribution network., aggressive marketing efforts and advertising along with
attractive schemes but there still exists potential market in Dehradun to be expoilated and a
suitable its market share depending upon the under consideration.
Soft drink businesss behavior is not governed by brand loyalty so the emphasis is not
only on creating the market but also on retaining it. The availability of the right brand and flavor
pack, at the right place, at the right time is a key for winning the customer in soft drink business.
Public relation is also critically important in this industry.
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The food and beverage industry has grown over the years he progress has been in
increasing order. This industry contributes around 10% in the GDP where PepsiCo is the second
largest food & beverages business in the world. The brand awareness and market share in the
world beverage market compared to coca cola is much weaker.
PepsiCos product mix of 2012 (based on world wide net revenue) consists if 63%
foods,and 37% beverages . On a worldwide basis, the companies currents products lines include
several hundred brands that in 2009 were estimated to have generated approximately $108
billion in cumulative annual retail sales. I concluded that Pepsi Company need to focus on
Advertisement and other means of Marketing. At the end of the study company should focus on
advertisement and promotion strategy.
BIBLIOGRAPHY
BOOKS : K.V Mishra(1992), Principles & practices of Consumer Behaviour,,
Aditya
WEBSITES :45
http://www.nimbooz.com/
www.thehindu.com/features/magazine/the-Nimboozt.../article3290735.ece
http://www.PepsiCo.co.in/service.html
http://www.slideshare.net/vivekthota/Pepsico-Nimbooz-15721860
http://www.slideshare.net/desideratum069/Consumer-Behaviour-12935970
http://www.businessdictionary.com/definition/Consumer-Behaviouir.html
www.hindustantimes.com/technology/industrytrend/how-Nimbooz-broke-indias-others-
Fruit drink-inertia/so-article1-780440.aspx
http://nimbooz.marketing.com/meaning-of-consumer-behaviour.html
http://academic.reportlinker.com/d012905924//The-Pepsico-Industry.html
QUESTIONNAIRE
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Gender: (a) Male (b) Female
(a) 200ml
47