Marketing Research Group Project 1 Report

A report submitted to
Prof. Prantosh J. Banerjee

In partial fulfilment of the requirements of the course

Marketing Research

Submitted By
Aninda Dutta (Roll - 2018PGP065)
Aslam T.K (Roll - 2018PGP067)
Sudhanshu Shekhar (Roll - 2018PGP093)
Davis Boban (Roll - 2018PGP072)

Section B
On
4th March, 2019
MD: To decide whether Paper boat should add flavoured soda to product portfolio or not
MO: To determine the consumer behaviour of soda consumption

RO 1: To determine the prospects experience with flavoured soda drinks

RO 2: To determine the consumption pattern of soda by prospects
RO 3: To determine the amount prospect is ready to pay for soda
RO 4: To determine the availability of flavoured soda in places prospect belongs to
P/O classification Variables of interest weightage
Experience Flavours 20

Health and hygiene 10

Consumption pattern Quantity 10

Frequency 10
Seasonality 10
Price ready to spent Price 15

Availability Urban and Rural 15

Type of shops 10

R.O.1: To determine the prospect’s experience with flavoured soda?

Soda is a traditional Indian beverage drunk by the masses specially in summer months to aid
in digestion or cool the body. It’s quite prevalent in the rural areas but with a buffet of
choices available in the city like soft drinks, fruit juices, tea, coffee & alcoholic drinks urban
citizens have a wide variety of options to go for. But only some beverage is a substitute of
soda not all. For ex. Consumers don’t substitute soda with tea or coffee or sometimes fruit
juices but they definitely switch to soft drinks over soda. As far as alcoholic drinks are
considered most people use soda as a complement with liquor. Within soda there are a variety
of flavours like lime, masala or cola & customers have different preferences for different
flavours. The consumption of soda varies from season to occasions, for ex. People rarely
consume soda in the winter but during summer its like on a day to day basis or multiple times
in a day. Most of the festivals happen during winter in India & in those occasions people
consume heavy meals to celebrate. Soda in this case acts as an aid in digestion apart from an
agent of rehydration.
The method we used for Qualitative Research is
FGD (Focus Group Discussions)
DI (In-depth Interview)
Based on our Literature Review & the Qualitative Research we have found the following
variables of interest –
Hygiene
Rehydration
Preferred soda flavour
R.O.2: To determine the consumption pattern of soda by prospects?
Soda is one drink which is usually dormant but sparks in the mind of Indian masses during
summers. Tea may be the national drink of India but India being a tropical country most
people need a drink that can cool of their body especially during the hot summer months.
Although soft drinks are the no. one choice for Indian consumers, most of the rural
population are still connected to soda. Soda in India is consumed in two forms: Instant or
bottled. In instant consumption people consume the soda from the glass or mug offered by the
hawkers in the street. In the bottled one, they can carry the bottle with them as they travel.
This gives them more capacity to carry which is usually like 400ml to 500ml contrary to
instant one, which is like 200-250ml. Being a seasonal product, soda consumption is dormant
in winter but quite high in summers with people consuming daily or multiple times in a day.
Also, it acts as a complement with alcohol as many people feel alcohol to be bitter & heavy
so they mix it with soda to dilute its strong taste.
The method we used for Qualitative Research is
FGD (Focus Group Discussions)
DI (In-depth Interview)
Based on our Literature Review & the Qualitative Research we have found the following
variables of interest –
Avg. Quantity consumed in a day
Form of consumption (Instant or bottled)
Frequency of purchase
RO3: To determine the amount the prospect is ready to pay for soda

In India, flavored sodas can be found easily in crowded places. Since this is the scenario, most
people have got a perception towards the price that they need to pay to have flavored sodas.
But that perception is different for people coming from different parts of India. For a person
coming from rural area, the price that he has in his mind for flavored soda will be less as
compared to a person born and brought up in urban area. This perception affects his/her
perception towards buying flavored soda.

Qualitative research used to determine this research objective are focus group discussions and
in-depth interviews. Focus group discussions included six members. The two interviews
conducted were one on one.
Variables of interest required to understand expected price range include the place from which
the interviewee is hailing from, that is, whether he/she is from a rural or urban part of the
country. Also, information is required whether consumers change their decision to buy flavored
soda if they find the price a bit higher. Along with that, an understanding regarding the variation
in quantity consumed that can happen due to changes in price also need to be considered. Since
the amount that can be paid by consumer also depends on the employment status of the
consumer, it is also needed to be considered.

R.O.4: To determine the availability of soda in places where prospects’ belong to?
The availability of soda is quite uneven across the country with mostly concentrated in the
rural areas. In the urban areas the plethora of choices in beverages the consumers get inhibits
the sales of soda but in rural region it is quite wide spread. From street hawkers to small mom
& pop stores various flavor of soda are available like lime, masala or cola. These traditional
taste connects them bit to their roots so the common masses have a higher preference for it. In
the urban areas, soda is drank mainly in selected areas or small restaurants. Being a seasonal
product, soda is mostly drank in summer & southern india being a bit warmer, soda
consumption is a bit higher over there. People rarely prefer drinking soda alone, it depends
more on the group, so its higher in places of social gathering like small cafes or street
corners. The proximity to get to the nearest soda shop is higher in the southern states
compared to the northern states. But the buffet of flavors is quite widespread in all the states.
Also the shops are nearby places with concentration of population for ex. University gates,
fairs, railway stations, etc. where it is easy to get a customer.
The method we used for Qualitative Research is
FGD (Focus Group Discussions)
DI (In-depth Interview)
Based on our Literature Review & the Qualitative Research we have found the following
variables of interest –
Proximity to the nearest shop
Type of shop (Hawker or café)

Summary:

i) FGD 1

As a part of qualitative market research to determine the consumer behaviour of flavoured soda,
a focus group discussion was conducted with a group having six members. Majority of
members had experience of drinking flavoured soda. However, the preference for flavoured
soda over other soft drinks was lower. Flavoured soda was last option if they had no other
choice. Some members used flavoured soda by substituting other soft drink as a rehydrating
drink. They preferred it when the climate is hot outside. Only a few had flavoured soda as their
first preference. And they also preferred to try different flavours of soda. Some of the most
preferred flavours were mint, lemon, blueberry and orange. No one was aware of any brands
of flavoured soda. Those who drunk flavoured soda usually bought it from roadside vendors
and small extensions in the supermarket. Therefore, most of them perceived soda has an
unhygienic drink and they doubted the safety of water used. Group agreed upon if branded soda
is there it will hygienic. Also, some perceived soda has health benefits too. They see soda as
an aid for proper digestion after food and alleviating gas trouble. Those who had soda as their
first preference used it drink even two to three glasses a day. However, in others case its once
in a month and even less frequent. Also, the availability of was generally less and this made
some to be less preferred towards soda. The group averaged 15 for the amount they were ready
to pay for flavoured sodas. Somewhere not sensitive to price as they consumed soda less
frequently.

ii. FGD 2

Through this FGD we got the following information about flavoured soda: first, when
customers prefer to drink soda, secondly the flavour they prefer, then the quantity they
consume and their frequency of consumption and finally the price. The participants said that
usually they prefer fruit juices or soft drinks but if they have a heavy meal then they drink
soda to aid their digestion & if they are having party then with liquor. Mostly they drink soft
drinks to cool their body down but after workout they prefer fruit juice or energy drinks to
rehydrate & re-energize. Also, if they are travelling & it’s very hot then they prefer to drink
soda to cool their body down. Then they mentioned that their preferences are masala or lime
or cola etc. The quantity they mentioned is about 200-250ml in a drink and if they are having
party they can drink like up to 400ml. The participants also mentioned that since soda more
kind of seasonality product the frequency of consumption depends on the season. In winter
they usually don’t consume soda except maybe in parties, but during summers it’s like every
day. They also mentioned that during summer the sellers add their own customized flavour to
get some premium price on selling. They mentioned that soda consumption is basically of
two kinds: instant consumptions that is what they get in streets by hawkers in glasses or mug
& the other one is bottled soda that which can be bought and consumed when needed. The
price range at which they prefer is around Rs. 20-25 for 200-250ml. If they get their preferred
flavour or a good brand, then they might pay it for a premium of Rs.30.
iii. Depth Interview 1
As a part of qualitative market research to determine the consumer behaviour of flavoured soda,
an In-depth interview has conducted with Abhishek Yadav, hailing from UP. The interviewee
had a strong attachment with flavoured soda like masala soda as it made him recollect his
childhood and a reminder of where he belongs to. Since he is from a village area, these soda
shops were prevalent over there at a very reasonable price. Though the interviewee has left his
native place for his work and education and have stayed in cities where flavoured sodas were
not so prevalent, still he tried to roam around to find any roadside vendors selling soda. This
shows the emotional attachment some have to certain drink which has a strong association with
their memories. Perception of soda being unhygienic is comparatively low to him and certain
instances where he saw unhygienic practices in making soda, he switched shop instead of
restraining from drinking soda. The prospect was not inclined towards juices because of his
passion for flavoured soda drinks. Also, since the interviewee was very price sensitive he
avoided the option of high costed juices. Even he changed his buying decision when the cost
of flavoured soda was very high compared to his perceived price. But at the same time, he tried
to get some alternatives to deal with those issues. He was not aware of any branded flavoured
sodas. Since drinking soda was an experience to him he preferred to drink it from roadside
vendors and small shops. He doesn’t have any preference to branded flavoured sodas though it
starts be available in the market. He is willing to buy branded soda mix only if his first
preference, that is soda shops are unavailable in the locality.

iv. Depth Interview 2

In the depth interview with, Rishabh Jhunjhunwala, the customer indicated a strong craving
for consuming soda on a daily basis. Rishabh is 22 years old and has been consuming soda
since the last 5 years. Earlier the consumption started on an occasional basis in group of
friends but now, he is consuming soda on a daily basis along with his two other friends. The
price per glass varies with place but generally, it is around ten rupees. An interesting
observation was that he prefers soda over any other drinks in the evening after the classes,
while in the night he prefer cold-coffee and Coca-Cola. But, he will switch soda, if these two
drinks are not available. The main reason for preference of soda over other soft drinks is due
to choice of choosing different flavours in soda. The consumer is really satisfied with the fact
that he can customize and mix different flavours of soda in a glass as per his choice. The
consumer keeps switching among different flavours in a gap of two- three days. Apart from
the taste of different flavours, the consumer also consume soda whenever he feels
dehydrated. Due to this, the consumption of soda increases during summers. The distance of
the soda shop also matters to consumer and it plays an important role in switching over
different drinks. The consumer is brand conscious and feels the need of a branded soda in the
market as this will improve the reliability of consumer on quality of soda. The consumer is
willing to switch from roadside soda shops to branded soda product.

Conclusion:
The variable of interest required to fulfil each research objectives are as follows:
RO 1: To determine the prospects experience with flavoured soda drinks
Variable of Interest are flavours and health hygines
RO 2: To determine the consumption pattern of soda by prospects
Variable of Interest are quantity, frequency and seasonality.
RO 3: To determine the amount prospect is ready to pay for soda
Variable of Interest are price for this RO
RO 4: To determine the availability of flavoured soda in places prospect belongs to
Variable of Interest are type of place (Urban and rural) and type of shops
In the market research conducted, it was founded that most of the consumers who are
consuming soda are consuming it from a long time. They normally are willing to pay price
around Rs.10 per glass. The consumers are price sensitive and might shift to other cold drinks
on comparable price increment. One of the main reason for preference of soda over other
drinks was different flavour choices available to customers apart from the lesser price. The
consumers like to consume soda when they have craving for it or are feeling dehydrated and
tired. There is another segment of customers who consumes soda when they are feeling
uneasy in their stomach. Customers are loyal to shops and prefer to go to nearest shop. The
choice of drinks also differs depending on availability of product to nearest location.
Majority of consumers don’t consume soda on regular basis but their preference of quantity
varies depending on the weather and season. Some consumers were sceptical about the
quality of soda and were concerned about health issues. They suggested that if a good brand
enters a soda market, this will make them more convinced towards the reliability of quality of
soda. They also feel that soda is a seasonal product and prefer to consume it during summers
mainly. The consumers preferred trying new flavours of soda and usually keeps switching
among different flavours in a gap of two- three days. The availability of soda also depends
upon the rural and urban places in which consumer have lived. This shows that the place
factor also plays an important role in switching among the various drinks available in the
market. The consumers are indifferent to type of shops and ambience of shop as it just takes
5-10 minutes to consume a cup of soda.
Role of each team member:
Sudhanshu Shekhar – Conducted depth interview 2 and FGD 1. Prepared the transcript and
summary for depth interview 2. Wrote conclusion for the project and compiled the project.
Aslam T.K – Conducted depth interview 1 and Focus group discussion 2. Prepared the
transcript and summary for FGD 1. Contributed in preparing RO 4
Aninda Dutta- Prepared transcript and summary for FGD 1. Contributed in preparing this file,
RO 1 and RO 2.
Davis Boban – Conducted FGD 2. Prepared transcript and summary for depth interview 1.
Contributed for research objective 3.

Appendices
 Appendices 1: FGD 1

SS: Sudhanshu Shekhar DR: Deepu R

SJ: Swapnil Jaiswal SU: Srujin R

SA: Sharan R SP: Sourab Pal

HD: Hemangs Das

SS: Good evening all. My name is Sudhanshu Shekhar. We are here for a focus group
discussion on soda. But before that I would like you all to introduce yourself briefly.

HD: Hi. I am Hemanga. I am from Assam. Guhawati.

SU: Good evening ever yone. I am Srujin from Chennai.

SP: Good evening everyone. I am Sourabh Pal. I'm from Gwalior, which is in Madhya Pradesh.

DR: Hi, I am Deepu. I am from Calicut, Kerala

SJ: Hello everyone. I'm Swapnil Jaiswal.I am from Delhi.

SA: Hello, I'm, My name is Sharan. I'm from Bangalore.

SS: So, as I said before, we are here to do a focus group discussion on soda. I would like to ask
you all that how is your experience with the soda.

HD: Normally I drink soda for refreshment and mostly in evening after my classes
SU: I drink Soda when I have a stomach upset.

SP: For me, One of the best things which I like to drink is soda and whenever I feel heat inside
my body, I used to drink soda.

DR: I used to drink soda when I was kid. Its very long back. I don't drink Soda like in those
days.

SJ: I don't prefer soda. Sometimes I drinks it, I drink it with my friends.

SA: First of all, after a long day of work, if it's hot outside, I think what I would most prefer in
the evening times is a soda probably to chill, cool off.

SU: Do you people know there's something known as Goli soda in Tamil Nadu , It is sealed
with a Marble, Marble is called as Goli in Tamil

SJ: Yeah. I have seen that. It's in delhi as well. a glass bottle and a marble between it to open

SU: What you call it in your place

SJ:We just call it soda. Soda bottles. We have to pop it. and the marble go inside, then you take
it and drink it.

SA: But, I don't really think that is very hygienic.

SU: It is generally sold in tuck shops.

SJ: In Delhi they are called as Theli. They use to give it in Theli, and they ask you whether you
want sweet or salty. So, they poured soda in the glass. As per our choice they put sugar, salt
and masala and then you can drink it.

SU: But are there any Brand as such for selling this local made products.
SJ: These are local made products. I haven't seen any brand for it.

DR: Yeah, I haven't also seen it. but as Sharan said I don't feel like it's really hygienic, so I
didn’t tried it.

SU: I don't think hygiene plays a part here because it's just aerated water

SJ: See, hygienic or unhygienic. There are many things which we don’t drink. Can you tell me
any product in roadside that you think is hygienic?

SU: No I don't. I just wanted to say that the components used are just carbon...

SJ: carbon aerated water, its just carbon aerated water

DR: But, what if the water is very impure.

SU: Okay, That way may be it is unhygienic

SS: OK, so when you guys drink soda. Is there any preference for any flavour?

HD: Yeah,Normally I prefer coco cola or if it's not available I usually go for fruit beer.
Sometimes I prefer mint also. it's also nice.

SA: I absolutely hate any type of flavoured Cola. Especially the bottled ones, such as Coke or
Pepsi. So I'd rather take the plain one.

DR: I prefer Mint soda. Out of these its my favourite

SJ: Well I prefer the plain soda. Sometimes orange soda.

SP: As for me there is no such preference. In Gwalior there is a shop called soda hut. They had
ten or eleven flavours of sodas. I used to drink one by one by one. Each and every soda. For
me, Which I most like is Cola. The second is Lemon.

SU: These days a lot of small soda shops are there in front of super markets. They don’t have
a shop as such, its just like a extension of super market. You can’t call it a shop as such. It is
more like a tuck shop.

SJ: Its like a street vendor shop

SU: Something in front of super market

SJ: mostly these shops are near bus stand and mostly near mall, where most public waits. And
you can’t find them in winters, they are mostly found in summers

SU: have you tried a blue colour flavour? I don’t know what it is called.

SP: It may be blueberry soda

SU: Oh, blueberry? is it. That’s taste really good

SJ: I don’t drink soda much, so I don’t know about taste much. But sometimes when I am out
and if there is nothing else to drink, then I will go for soda. That’s the last preference for me

SA: Actually, what I observed is, as you guys already mentioned there are road sides vendors
and apart from that there are branded bottles available in the shops.

HD: I don’t think there are branded soda companies

SA: I mean the branded one like Coke

HD: Coke and Pepsi are soft drinks, not soda.

SS: okay, So, how often do you consume soda and is there any price constrain or anything you
look for when you going to purchase soda?

SJ: For me its once in a month or once in a while. So, the price doesn’t a matter for me as I
don’t drink too often. And I have it in 10 to 15 rupees range, not much higher than this.
SA: Even I don’t drink soda that often, But probably while am in road trip on bike I may drink

HD: Normally, I prefer coke. If that’s not available in that place then only I go for soda. In my
place it is available at 20 to 30 rupees

SU: Its been a very long time since I have drunk soda, these flavoured sodas I drank at like
probably a year back.

SP: For me price is not a constrain. When I was in Gwalior, I drink 2 to 3 glasses per day. And
a glass cost around 10 rupees. For me the flavour is more important. The price doesn’t matter
to me

DR: Buying soda is like impulse buying. If you are really tired, we buy soda. I last consumed
soda very long back

SU: 3 to 4 glasses per day, I haven’t heard people saying of that

SP: See, my morning start with street food. The famous breakfast in Gwalior is Poha and Jilebi.
After having Poha and Jilebi my first choice is cold drink and for cold drink I usually prefer
soda. Its about morning and in noon also I drink

SJ: So, you are a food junkie. Junk food and junk cold drinks.

HD: Do you think it’s a healthy drink for you?

SP: No

HD: It will affect your body

SP: Maybe it effects my body. I have other habits which effects my body too. Mainly I only
concern about the taste of food. Soda is one of drinks which is good in taste. Especially the
cola soda

HD: You can try fresh fruit juice, its healthier

SP: though previously I said no special preference, I starts with cola and then I go with
blueberry and other flavours
SU: But if you are going to give preference to the taste you can go for the normal soft drinks
which are available in the market. Right?

HD: That is cheap too.

SU: yes, Thumps Up, coke they are all there, right. You can go for that

SP: One thing I observed about these cold drinks is, I was working in Delhi for 3 years, the
cold drink which I have been in Delhi and the cold drink which I have in Gwalior is so different.
The soda quantity in Delhi is so high while in Gwalior it is very low and cold drink in Gwalior
is very sweat. That’s why I prefer the sodas over cold drinks. It’s a good mixture sweet and
will get more quantity.

SA: What you guys think as a substitute for soda? Do you think if there is anything else for
replacing soda?

SJ: I would prefer Lazzi over soda

HD: I prefer fruit juice over soda

SJ: Don’t you think fruit juice is costlier than soda?

HD: yes, But, it is healthier also. Now a days we are eating junk food and we damaging our
digestive system. Fresh lime juice doesn’t cost that much. It cost around 10 to 15 rupees. But,
it is more healthier than soft drinks that is available in market and that include soda and all.

DR: I would also prefer lime juice or other fresh fruit juice over soda

SA: I think I would probably go for a tender coconut if I find one on the road. If a tender
coconut shop and a soda shop is there side by side. I will prefer tender coconut.

SU: I don’t know why, I don’t find many soda shops at my place. So, consciously or un
consciously I go for anything which is available depending on my mood. Maybe it’s a aerated
soft drink or it can be fresh juice. It depends completely on my mood. But I don’t prefer a soda
or I don’t consume a soda because they are not very easily available.
SS: Okay, why do you all think soda is unhealthy for health? Is there any specific reason for
that or any instances in past?

HD: For that I think I have to go back to my childhood. Actually, when I used to see a soda
shop outside while travel with my parents, they will stop me buying soda saying it is unhealthy.
They will prefer a sugar cane juice, it is largely available in my place and sometimes tender
coconut. Though they are costlier than soda. That’s the reason I don’t drink soda that much till
now

SA: Actually, another common misconception is like what Srujin said, like he would take soda
if he has stomach upset. I think it won’t cure your stomach in any way as it is a aerated water
and it actually doesn’t help in digestion much. Actually, it is one of the scientific reasons I feel
soda is unhealthy

SU: When I was a kid, I got diagnosed with appendicitis. At that point of time I was vomiting
continuously. So, the doctor, I don’t know the scientific reason behind that, doctor suggested
me to take soda so that I stop vomiting. And it worked. I was vomiting even when I drink water.
But when I took soda I stopped vomiting.

SJ: Yes, I agree with Srujin. Soda helps in digestion. If there is gas in your stomach then soda
helps.

DR: My main concern is the soda water. If you are drinking from some local soda vendor you
will be concerned about the quality of water like where they are getting this water from and
what is the method, they use to carbonate this. Long back there was a soda maker in my house
and we use to make soda and I use to drink that. Even I am not a big fan of soda but still.

HD: if brand like Coca cola and Pepsico come up with their own soda version then would you
guys prefer?

SJ: It will be still same for me. I don’t like and I won’t be drinking it

DR: As I said, soda is not my first priority, I won’t be that much concerned. But if the cost is
less and I don’t have any option I will go with that.

HD: But your health concern will be solved by this

DR: Yes, it will be solved.

SS: Okay, I would like to thank all for participating in focus group discussion to help us in
research. Thanks to all

Appendices 2: FGD 2

DB: Davis Boban

ATK: Aslam T. K

TK: Tanmay

MV: Mayank

VK: Vipin

PS: Prasanth

VT: Vinod

BG: Bijendra

DB: Hello good evening all. I am Davis Boban.

ATK: Hello. Good evening all I'm Aslam T. K.

DB: We are conducting this FGD as part of our research. So can you all introduce yourself.

TK: My name is Tanmay. I am from Surat, Gujrat.

MV: My name is Mayank. I'm currently pursuing my MBA from IIM sambalpur.

VK: My name is Vipin Kesharwani. I am an MBA candidate at IIM Sambalpur.

PS: My name is Prasanth. I am a MBA candidate from IIM Sambalpur and I am from
Chennai.

VT: My name is Vinod and I am a PGP student from IIM sambalpur.

BG: My name is Bijen and I am a big PGP participant and I'm from Uttarakhand.

ATK: OK good. So when you are tired or after workout which type of drink you prefer?

BG: Mainly I would prefer energy drinks so that they could re-energize my body
VK: most of the time I would prefer like Red Bull and some other drinks such as diet-coke so
as to get some energy.

PS: Usually I would like to prefer fresh juice, any fresh juice or milkshakes although I will go
with some energy drinks with we just less carbonated drinks like are not about not carbonated
drinks things like that I will call these kind of drinks which I mostly prefer.

VT: I would prefer which will hydrate my body.

MV: I would prefer juice more often. And what I would like to.

KT: Well same about me. I don't think much of energy drinks is good for u, but usually some
times I would prefer red bull.

VK: Although most of the time I don't prefer energy drinks but Sometimes I prefer this in
order to get some energy in the drink which I prefer is diet coke and red bull because they are
basically low calorie drinks. So that's kind of some healthy drink.

BG: Are we talking about the drink after workout or usually what we drink.

ATK: When you feel

BG: Then, less carbonated drink.

ATK: Okay so. Will you be willing to consume soda, like flavored sodas.

PS: So yeah right after any meals. If I'm taking a high Fat, heavy meal like biryani after out
that I would like to prefer kind of lime soda or even a coke or Pepsi. These are the sort of
which I used to prefer. Most preferred is lime soda wherever I go because I'm from Chennai
where it is very hot. We have a very long summer so I used to prefer lime soda or these kind
of stuffs.

BG: so I'm not fit into this kind so I've been strictly away from having soda or anything
similar.

VK: I would love to prefer soda but after as my friend said after heavy meal.

MV: I don't like to look like the taste of it.

TK: Well for me I usually prefer soda over the course of meal. So I usually consume soda or
drink while having my lunch or dinner apart from that I rarely drink or consume any soda if
I'm not eating something or I'm not hungry.

DB: So those who are buying these flavored soda how much quantity do you buy 200 ml that
we get in a bottle for some 500ml. So what's your consumption.

PS: It basically depends on the Group of Friends that I am having if the friends are hanging
out or Who are there then we usually ask them whether they would like a Coke or any other
soda. We just ask them after we tell me that who so ever is willing to 200 ml of soda When It
was not sufficient and sometimes if we are on a travel and We need some kind of energizer
we used to have soda. Or during parties we used to have and also with alcohol consumption

VK: Yaa most of the times with alcohol because it's a heavy drink to have and we can have a
little bit if we are with group of friends or travelling then a large quantity helps like brings the
cost down

MV: Most of the times I would like to prefer the 200ml bottle or 200 - 250 ml of soda.

BG: So what used to happen when were in family and or in larger groups then a large amount
of soda. But if we are alone then a little less.

DB: So as you all mentioned you're studying at IIM Sambalpur & it has a canteen

ALL: Yes.

DB: Okay so in your canteen What kind of soda products are available? Is it Coca-Cola,
Pepsi or flavored soda.

VK: I think that everything is there Coca-Cola, Pepsi or flavored soda.

DB: so nothing like flavored soda or like fruit soda or appy soda?

VK: I don't think there fruit soda or bit apart from that fruit drinks sort of fruit juices but apart
from that no fruit soda or other soda.

DB: So okay What if say a new company comes with a new flavor of fruit soda. So what sort
of fruit might be your preference. If fruit soda is available & also traditional. drinks like
Coca-Cola, Pepsi or flavored soda

PS: Maybe I would try because they even have appy soda that is apple flavored soda. And
then I would I would take more than just appy soda that is only one flavor & there are a lot
fruit options available. Appy soda or fizz is not the best.

VK: For me it basically depends upon the calorie count and then the taste. And If it is less
carbonated then I believe that I would definitely prefer the taste. And one more thing I would
check how much calorie a 200 ml bottle has.

MV: Yeah I prefer the Diet Coke Because calorie content & sugar are immediate driver for
me while buying soda.

DB: So vinod are we not. Are we guys health conscious guys or not.

VT: Regarding it could be similar. I'm not saying i am health conscious. in other things I
mean I'm health conscious but in this I'm not much aware so I'm not.

DB: So usually what sort of soda drinks you prefer. Do you drink soda products or not?

VT: I would prefer sometimes sprite or something like that.

DB: So would prefer if some soda comes to this place or canteen.

VT: It will be a rare scenario & still I may not prefer.

ATK: OK so generally am from where you buy soda. Tell me how you think the availability
of soda is that in your native place

PS: since I'm from Chennai it was available almost everywhere from shopping malls from
small shops not just mom and pop stores to the supermarket it is literally every where we can
find these coke, diet coke, Pepsi everywhere. And whenever we go to these restaurants are
teeming with their strategy like they used to so this sort of sell at MRP but they need to have
some premium on it so they had to play with like must have a sort of lime so about these kind
of these kind of new made enough scorers. The new flavored sodas they are introducing so
that they're having this but they're buying the rocking layer And then they're adding their own
flavor and they're providing to the customers.

DB: So having this Coca-Cola Pepsi undrawn so what kind of price means that this canteen
can provide. What kind of what's the price range that you buy it

VK: As Prasanth said that if you buy from Some restaurant, Some restaurant chains like
Domino's or anything else it would definitely be just under 100 but if you are mindful as most
small shops then it would definitely be at the market cost.

BG: It also depends a lot on buying quantity if you're buying a bigger quantity quite clearly
then you will be charged less

PS: because consumption can be categorized into two things one is in bottle and the other is
instant consumption. In small shops they give it in glass or a cop mug So we are instantly
consuming it. at the point which is . A lot of quantity that how many people have is a few
hundred to 150 maximum. And then when you go to when you go digging into modern
restaurant they can have it for a while and then they can good for the dinner for a longer
period of time. And if you say like if you want to see an end price, price point of view you
can see like a mainstream you will have the instant one in the range of 30.

VK: I think for 200 ml 30Rs is a bit higher because at that price you can buy a diet coke.
That's why I think it should be 20Rs. That's what I think.

BG: Surprise is also another factor which affects our buying power.

MV: Price is number one for me for buying the soda so I prefer to buy more the black one. if
price is much higher then I can buy.

DB: so u used to consume this product from the canteen also

MV: yaa

DB: so for what price do by this product

MV: I think I might have bought at MRP for 25Rs.

TK: Well price is not very important to me because when I buy soda or any other drink I
don't look at the price. I don't know the price also. It depends on my mood and my cravings.
So I like I told you that guys it's like having drinks when I'm having with meal or lunch.
Another thing is that right now I go over the classes. Okay so there is 10 to 15 minutes of
break in each class. So then i like to buy a tetra pack. Obviously it depends on my mood not
the price .

ATK: So how frequently you guys consume soda. How frequently in a week

PS: it may be coming up to the maximum of twice or thrice in a month. Even some months I
wouldn't even drink as even a drop of soda. it just depends upon the season of soda as it is a
seasonality product. If I'm not wrong no one would like to consume soda during the winter
but people consume during summer a lot, during summer the frequency would be very high.
For example once in few months during winter & everyday in summer.

VK: for me it's like consume it twice or thrice a week

BG: Well it depends on seasonality as Prasanth that we need to drink so that we can get
hydrated

MV: And for me it's like twice or thrice a week

TK: I think I consume a lot of soda because I drink like up to one bottle cold drink everyday.

ATK: Okay so That's it. Okay so we're stopping here and stopping here. Okay before closing
can I ask is there any and what motivates you to buy these soft drinks. Is there any brand
preference or something like that.

VK: I like any things brand that I will drink Pepsi. Sometimes it is sprite and it depends upon
the mood. Sometimes I prefer the sprite sometimes Pepsi so it's the really no brand for me.

MV: as I said earlier I like black drinks that is thumbs up or Coca-Cola or Pepsi. I prefer
much more than the other drinks are

TK: actually well for me taste matters and I think the Coca-Cola Coke overlay is a very
strong taste and compared with other drinks. Coca-Cola is very nice because then only I
prefer either cold drinks If Coca-Cola is not available over others. so that's it for me. Coca-
Cola is the best. I will Choose Coca-Cola any day over any other brand

ATK: Is there influence of any promotions when buying.

TK: Well if you say nowadays then there are so many promotional activities going on over
the TV and all the campaigns like cricket and all that about Pepsi. But as I said I am a Coke. I
am very brand loyal to Coca-Cola. It doesn't affect me very much to buy a Pepsi or all that.
But if you say that Pepsi has some partnership with Domino's and all that. So at that point of
time there is no choice for me to have a Coca-Cola drink. OK. So when I go to the some
restaurants which I will only be that is only available you know for Pepsi then I'll drink Pepsi.
But apart from that no.

DB: Okay guys uh we are stopping here for a while. So thank you for your time.
 Appendices 3: In-depth Interview 1
Interview 1

Aslam Tk: AT

Abhishek Yadav: AY

AT: Good evening, I am Aslam Tk, student at IIM Sambalpur. I am doing a research regarding
flavored soda. So we are in this in-depth interview to discuss about soda and so please introduce
yourself.

AY: Hi Aslam, I am Abhishek and I am basically from UP.

AT: Ok, good. So do you consume soda?

AY: Yes, of course

AT: How often?

AY: It depends on my mood. If I am in UP, in a village, I prefer soda over cool drinks. But if
I am in city, I can’t find soda so I go cool drinks during summer. But I prefer soda, because it
gives me different feel. It gives me a feel like I belong to some village where soda is the top
thing that you can get. The memories associated with soda is very much attached to me. Cool
drinks were not available at that time in villages.

AT: So, do you prefer plain soda or flavored soda?

AY: It depends on again on situation. If it’s a hot day, I like lemon soda or plain soda and if I
feel something different, I go for cola soda, jeera soda or orange soda.

AT: Which all flavors do you know?

AY: I know the colors available, like orange soda, black soda, green soda, blue soda, beer soda,
jeera soda…

AT: In your village, from where do you get soda from?

AY: There are ‘Thelas’, which roam around roads and from them we will get it. During
afternoons, they usually cross your house at around 3 or 4 pm, during hot afternoons, so you
will get it in front of your house.

AT: Are there any other places from where you can get soda?

AY: Yes, definitely in market areas of small towns. There will be sodawalas, who sells soda at
a very cheap price. So when you are in house and miss soda, you can go outside and get the
soda.

AT: Since you are getting soda from unorganized sector, are you concerned about hygiene?

AY: Since I am from village and not practiced that much of hygiene and we are used to those
things. So that doesn’t concern me much. Until I see them not using good water, it doesn’t
matter me that much.

AT: But still if you get this soda from more hygiene place, will you be inclined to buy from
them or not?

AY: Yes, definitely. If I get to know about such a shop using pure water, I will definitely go
for it. I will tell you one example. When I was in Hyderabad, I used to have street food every
day. I never thought about what kind of water they are using, that is, I never cared. One day
when I went for a morning walk, I saw them collecting pipe water. Then I thought I shouldn’t
eat these things, at least from there because I know what they are doing. So I changed my place
and went to different market to have food. So it does concern me if they are doing wrong.

AT: Ok, so water from a more authentic place brings comfort to you right?

AY: Yeah

AT: So, when do you usually consume soda?

AY: During summer.

AT: Do you consume soda when you are tired and to get some refreshment?

AY: Yes, I like sugarcane juice and soda.

AT: Comparing soft drink and soda, what do you prefer more?

AY: Soda. I prefer street foods and drinks available through them.
AT: How much price do you expect for a soda, that is, if soda costs as much as soft drinks, do
you prefer soda?

AY: My price preference goes according to my paying ability. If I am a student, my ability to

pay is very less. Also it should be according to the area. Like in Sambalpur, it should be around
Rs. 5 or Rs. 10. But it should be Rs. 5. In Delhi, I cannot give more than Rs. 20 for a soda.

AT: How do you prefer to consume soda? From a can or from a more traditional way?

AY: Traditional way, where I can clearly see how they are making it and what are they mixing
in the soda. Also I can customize it according to my taste, which I can’t do in sodas produced
in factories.

AT: So you prefer sodas made in front of you rather than sodas produced from industry.

AY: Yes. Also, for plain sodas, they call it gola sodas in streets. So you can get gola soda with
the ingredient that you want, that is, lemon or color ingredients or sweetness.

AT: Will you prefer to do things like adding sodas to juices or something?

AY: No. But sometimes when I am very tired, I buy plain soda to agile myself. I used to think
if I drink carbonated water, I will be energetic. But I don’t know whether it is energetic or not.

AT: Do you think that soda is good for health?, that is , soda will aid in digestion?

AY: Yes, now I think so. It is so because, two years back, I used to study every time and used
to get tired. So I researched about it in google. Carbonated water is helpful to energize. Then I
used to have soda, that is, you will feel fresh.

AT: So talking flavored soda, instead of that do you prefer a real fruit juice with soda?

AY: Yes, definitely. I like mixing things and creating new taste. If you mix mango juice and
soda and something else, I might like it.

AT: So do you usually do that at your home?

AY: Not really. I don’t buy it to home. I prefer that from street.

AT: So right now you are in Sambalpur. Whether sodas are available in Sambalpur like as in
your native place?

AY: Yes, it is available. It is available in front of the university gate and it is cheap which costs
around Rs. 10 per glass.
AT: What about the price in your native place?

AY: In my native place, it is around Rs. 5.

AT: So price is varying from place to place.

AY: Yes, it is.

AT: And what about taste?

AY: Almost same.

AT: So there is nothing like here it is dense taste or so.

AY: But you can customize the taste.

AT: Have you ever tried sodas from Delhi?

AY: Yes, for different areas, prices are different. If you go to Karolbagh, they sell for Rs. 30
or Rs. 40. In Anant Vihar, they will ask for Rs. 10 or Rs. 15. So prices vary, but I prefer the
cheaper one. I know that costs are not as high as Rs. 40. So I should not pay it.

AT: So, if there is no option other than Rs. 40 soda, do you still buy?

AY: No, I will skip them.

AT: Is it because you are price sensitive?

AY: Yes, I am very much price sensitive.

AT: I told you I am from village. In my whole life I have seen soda costing 50 paise to up to
Rs. 5. And in Burla, it is Rs. 10. So suddenly if you sell it for Rs. 40, I cannot pay that much.

AT: Even you have money still you don’t prefer?

AY: If I am earning, then maybe I buy it. It is so because I am earning my own money and I
am attached to soda. So I can pay Rs. 50 or Rs. 60 for a good soda, where I can tell please add
these ingredients and give it to me.

AT: So if soda hygiene is guaranteed, then are you willing to pay higher than usual price?

AY: No.

AT: So if you are buying soda from a reputed restaurant, and if they are charging extra 4 or 5
Rupees, do you still prefer street vendors?
AY: If I can see other people drinking at same place at Rs. 5 less, I still be going for the cheaper
one till the time I find that the water or ingredients are not good.

AT: While you are in your native place, how frequently you drink soda?

AY: It’s been a quite long time I have been to my native place. But, during my childhood days
we used to get Rs. 1 or Rs. 2 here and there. We used to spend that on sodas. May be once or
twice in a week. It is so because there was no culture of pocket money and as a result that
amount was too much for us.

AT: Do you have work experience?

AY: Yes.

AT: Where were you staying during that time?

AY: I was in Gachibowli, Hyderabad.

AT: During that period, how frequently do you consume soda?

AY: In high tech city area, there were only few vendors. So it was very difficult to go there and
have it. But at the same time I started eating pani puris. It took 2 or 3 kilometers of walk to
have that. Every weekend I used to go to that Gachibowli market area, where I used to have
soda. It was not happening frequently, but during weekends if I was having time and while
travelling if I see a soda shop, I will definitely consume it.

AT: Have you had soda from Hyderabad?

AY: Yes, because I was earning money at that time so I used to go for shopping.

AT: Did your friends ever saw you consuming soda?

AY: Sometimes.

AT: What about their preference?

AY: I usually prefer travelling alone. But there was this one person from North Karnataka and
was also from a rural background, so he liked soda.

AT: Do you think seasonality affects your consumption of soda?

AY: Yes, I consume more quantity of soda in summer time. Soda was attached to me from the
village itself. During summer vacations, I used to consume soda. Apart from summer holidays,
we were very much busy with our school. So were not getting that much time to go out. Also
during that time when we used to go out with our parents for melas, we used to have soda.

AT: So because of those incidents you are emotionally attached with soda

AY: Yes, it invokes memories of rural area more than metros.

AT: Does availability of soda in cities a concern for you?

AY: Yes, definitely. If I cannot find soda or something like that, I go for fruit juice. But if soda
is available I will definitely go for it as it reminds me of my childhood.

AT: Talking about its seasonality, will you consume it if you get it during winter time?

AY: Yes, but frequency will be less. Since it’s tasty, if I can find it in during winter, I will go
for it. But most probably, I drink cold drinks in summer.

AT: Do you think flavors that you prefer during summer and winter are different?

AY: No, No.

AT: Any flavors?

AY: It depends on me. For example, today I went to have jeera soda. Even if jeera soda is good,
next time I will consume something else like orange soda, masala soda or maybe beer soda.

AT: In Hyderabad, most of the time I used to consume beer soda.

AT: Which all sodas do you have in your native place?

AY: Lemon soda with some jal jeera and some two or three teaspoons of coco cola. Not Coca
cola, but cola. This is available everywhere, wherever you go.

AT: Does most of your friends consume beer soda?

AY: Yes, we are agricultural society and so we don’t have the concept of fruit juice. We have
the concept of sugarcane juice and soda. It is so because fruit juices are costly at the same time
fruits are very cheap. So we brought fruits and made juices. Also shops were very less providing
fruit juices. For example, we will get mango for Rs. 10 per kg, but mango juice for around Rs.
40. So we buy mango one or two kilograms. But now I can see a lot of shops are coming. Last
time I went to my native place, I saw many shops near railway station selling juice and they
were selling it for Rs. 10 per glass. They are competing with these soda walas.
AT: Do you think soda walas are disappearing because of this?

AY: Yes, I can see that because people are getting information in the form of news that fruit is
healthy compared to soda.

AT: But what about fruit flavored sodas like blueberry added, orange added sodas? Is it still
available?

AY: Now it’s is less, but if you go near school areas, they have more choices. Since we are
seeing tv ads, if we see in USA, they are having some colored soda, we also want that here.

AT: Usually where you see these vendors? Near to school? Or any other places?

AY: In my native place, it was available in all the road circles like market areas. In Hyderabad,
it was available in every crowded place.

AT: Like in markets?

AY: Yes, wherever you go. Like in Charminar, high tech city… everywhere you go.

AT: If soda is packed like coco cola and pepsi in a traditional way, will you prefer that? Not in
villages but in cities?

AY: My perception and my values to soda are fixed. It like sodas like the way it is. Like in
streets from small vendors. But if those are not available in street and only available big shops
like Big Bazaar, then I will buy it from there. Also I will make sure whether it satisfies my
need.

AT: That is there are no options you will go for it

AY: Yes, then only I will go for it. Soda is very much attached to me. Whenever I have a soda
and I talk to the vendor, I could recollect my memories from my childhood days, irrespective
of the place where I am.

AT: What if ingredients of soda are available in a supermarket and you can prepare it on your
own from your home, will you prefer that?

AY: No I will not. As I told you my memories and values are attached to it. If I am buying a
soda, I am not just buying it, I am also talking to the vendor. I will do this with every vendor,
whenever I drink soda.

AT: Do you know any brands giving providing soda?

AY: I might be. But I don’t care about such things. But I remember vendors. For example, if
you ask me about the guy from Gachibowli, I know everything about him. So I don’t like
brands in soda, I prefer vendors.

AT: If a brand comes up with flavored sodas or any ingredients and if I am at your place I
would prefer that what about you?

AY: So you prefer soda in your house to mix and drink from there?

AT: Yes

AY: Will you do it alone or with your friends?

AT: Sometimes alone or sometimes with friends.

AY: But my attachment is totally different. I like the vendor having a small four wheeler having
colorful bottles.

AT: No I am talking about a scenario if vendors are not available in cities.

AY: If they are not available, then I might buy it and again that brand won’t matter, whether
it’s credible or not. I will try it myself to check whether it satisfies my need.

AT: So as of now you don’t know about any brand?

AY: Not at all.

AT: So if any brand is there, you will be preferring that?

AY: Yes, any brand.

AT: Ok Abhishek we are stopping here. Thank you for spending your time with me and being
a part of our research. Thank you very much.

AY: Thank you Aslam, pleasure is all mine to give you information about soda and about
myself. I felt good. Thank you.

AT: Thank you.

Appendices 4: In-depth Interview 2

S- Sudhanshu Shekhar (Interviewer)

R- Rishabh Jhunjhunwala (Interviewee)
Good evening, my name is Sudhanshu Shekhar today we are conducting an in-depth
interview on the topic soda for our marketing research project but before starting I would
request you to please introduce yourself
R: My name is Rishabh Jhunjhunwala. I am 22 years old. Currently I am pursuing my post-
graduation from IIM Sambalpur and I am looking to have a specialization in finance apart
from this I did my graduation from JD Birla Institute Kolkata
S: Ok Risabh, so have you ever consume soda and can you please tell us about your
experience with soda
R: I consume soda on daily basis usually every day the main reason for this consumption is
mainly because of the trust and the craving for Soda
S: You are consuming soda on a daily basis so there must be a Soda shop nearby where you
live
R: Yes, there is a Soda shop nearby where I live. I used to go there every day, it's a 5 minute
or 10-minute walk from my hostel. The frequency of consuming soda increases during the
summer, because of dehydration. I drink more during this season and hence more craving for
soda in summers as compared to any other seasons
S: The shop that you are talking about, is that the only shop available nearby your hostel or,
there are other shops also and you prefer to switch between them?
R: No there are other soda shops available nearby my hostel and I prefer to switch between
them but since that shop is the nearest, I prefer going over there. In case that all the shops
nearby are closed, I switch to Coca-Cola or some other drinks
S: Is this switch only because of unavailability of soda?
R: Most of the times I switch to other drinks only because soda is not available nearby where
I live but yes sometimes I prefer other drinks also, say for example- in the night after dinner I
prefer to have cold coffee. I consume soda usually around 5 o clock in the evening
S: If the cold coffee is not available in night nearby your hostel then, will you switch to soda?
R: Yes, I will switch to soda but if cold coffee is available then I will definitely prefer cold
coffee over soda during the night
S: What about the other soft drinks like Coca-Cola available nearby, will you switch to them?
R: I am not a fan of other soft drinks I only preferred Coca Cola and Thumbs Up among other
soft drinks. But given all the options, I will prefer soda over other soft drinks any day. The
main reason for this is that there are many flavours available in soda which is not the case
with other soft drinks like Coca-Cola. You can have Orange soda if you want, you can have
cola soda if you want. There are so much options available and also the cost of soda is less
than the cost of other soft drinks.
S: How much role does the distance of the shop play for you? Will, there be any switch
among drinks if the distance is longer for soda shop?
R: Yes, the distance of the shop plays an important role. The main reason for the
consumption of soda for me is due to dehydration and if the shop is not located nearby and
there are other drinks available nearby, I might switch to them.
S: In what kind of shop do you normally consume soda Street shops or in big shops
R: There is no such preference but it will be good if the shop is designed well
S: Does Ambience of the shop matters to you
R: No, not much
S: When you go there you don't prefer sitting there and have a sip of soda
R: No, normally when I go there, I take my soda and I have a sip of soda and it takes me
around only 5 minutes to finish the glass of soda. So, it doesn't matter to me if there is a
sitting arrangement or not
S: In general, do you consume only one glass of soda or you take more?
R: I generally go to Soda shop with my friends. I don't prefer going there alone and we all
consume one glass of soda, but, yes at times depending upon my mood, I may consume more
but generally, it is only one glass
S: How many friends are there in your group when you go for consuming soda and are they
all consume soda?
R: We are a group of three friends including me who go for consuming soda. They also
consume soda and they also are a big fan of soda just like me.
S: So, is there any preference for flavour of soda with you and with your friends
R: this is what the best thing about soda, you can have many flavours. You can decide which
flavour you want to try. Personally, I like the mix of all the flavours.I like mixing different
flavours in a variety of ways. There are lots of permutation and combination associated with
flavours. But same is not the case with my friends they prefer a particular flavour of soda say
for example one of my friend prefer Orange flavoured soda. They usually don't go for mixing
of all the flavours
S: So mixing different flavours of soda is what you like in soda. Now, suppose if some brand
comes with the mixed flavour of soda, would you consider that in place of going for
unbranded soda?
R: If a brand comes into the market with mixed flavour soda and I would definitely go for it
the main reason for this is because a brand provides a type of reliability of healthiness of the
product. But the problem with this is that there will only be a one type of mixed flavoured
soda if a brand comes into market but what we got on from the street sodawala are different
types of flavour that we can mix in a different amount which will result in a different test that
will not be available in a brand. There might be a possibility that I get bored with that mixed
flavour that a brand is providing and I might say to some other flavour again but that should
be mixed flavour which I only which I will only get it from unbranded sodawala. In Kolkata
there are many branded soda available now. Initially, there were no brand available but as
soon as a brand came in I switch to branded soda
S: Can you please tell us which brand you prefer for consuming soda in Kolkata
R: When I was in Kolkata minty he was one of my favourite brand which I used to have for
Soda. See it's about the location first then about the brand say if Minty brand is far away from
me and some local shop is nearby then I will prefer to purchase from a local shop. But if they
are at same distance then definitely I will go for branded minty soda
S: Usually after how many days do you get bored with a particular flavour of soda
R: Again it depends but normally I try a different mix of flavour of soda for 2 days 3 days
then I change to some different mix of soda. One of the advantages that I feel with the brand
coming into the market is that we can take that soda and consumed in anytime anywhere I
want. This would say me the trouble of going out and working for that much of distance.
S: How long have you been consuming soda and what makes you to start consuming soda in
the first place
R: I first consume soda in class 11th. Some of my friends were consuming soda and I was
with them so I also thought about trying it and I tried it that day for the first time and after
that, it becomes a habit because I like the taste.
S: So I believe you have been consuming soda for more than 5 years
R: Yes it's been over 5 years but initially during class 11-12th, the consumption of soda was
not that high. I used to occasionally consume soda but the consumption has increased a lot
nowadays in Sambalpur.
S: Any specific reason for this increase in consumption of soda
R: I think the options are very less in Sambalpur. We don't have many options to consume
drinks so anyway I prefer soda that's why I prefer sticking to soda because of easy
availability in Sambalpur and good taste.
S: During these five years of your experience with soda have it ever occurred with you that
you want to consume soda but soda is not available nearby
R: Yes, these things happens a lot, say for example, when I was in Kolkata I have a craving
for soda one day and I want to consume it and I was hoping that the shop nearby was open
but I went there the shop of clothes today was not available so I was not able to consume
soda that day. And I decided to switch that day to Coca-Cola.
S. During these 6 years of soda consumption, what have you noticed most the branded soda
shops or local Thelawala as selling soda
R: Mostly thelawala. Branded sodas are not easily available and there are not many branded
companies in this market.
S: Do you miss branded companies in this market
R: Yes, definitely I would like to see more branded companies in this segment of market
because the brand will provide the reliability in the healthiness of the product and I will
definitely switch to more branded product.
S: Ok how much you usually pay for consuming a glass of soda
R: Generally, I pay 10 rupees for a glass of soda setup in my mind that a glass of water will
cost around 10 rupees I will be willing to pay something around 10 rupees for a glass of soda
S: Apart from your craving for soda drink have you ever consumed soda for any other
purpose say for example health issues?
R: No, this is never the case with me whenever I have consumed soda I have consumed it
only for the test purpose and dehydration purpose apart from this whenever I get cold or fever
I prefer not to drink soda as it is cold. Also sometimes when I feel dehydrated I'll consume
soda. Also, the taste of soda is not consistent. The local vendors sometimes mix more water
and someday less water which varies the taste of soda. I am also concerned with the quality
of soda which is not the case with branded soda
S: Yes, the brand brings the standardization of taste to the table
R: This is what cool about brands.
S: Ok Rishabh, we are stopping here. Thank you for spending your time with me and being
a part of our research. Thank you very much.
R: Thank You.