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This document summarizes a dissertation on consumer behavior towards the soft drink industry in India. The dissertation aims to study consumption patterns, buying motives, tastes and preferences of different consumer classes. It also aims to understand consumer behavior, compare brand images of Pepsi and others, and get consumer opinions on promotional schemes. The dissertation was completed by a student at Skyline College, a premier BBA and MBA institute in Delhi and Gurgaon.

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Abhishek Khurana
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28 views

Project

This document summarizes a dissertation on consumer behavior towards the soft drink industry in India. The dissertation aims to study consumption patterns, buying motives, tastes and preferences of different consumer classes. It also aims to understand consumer behavior, compare brand images of Pepsi and others, and get consumer opinions on promotional schemes. The dissertation was completed by a student at Skyline College, a premier BBA and MBA institute in Delhi and Gurgaon.

Uploaded by

Abhishek Khurana
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Consumer Behavior analysis towards Soft drink Industry in India

The following article is a summary extract from the dissertation projects of the MBA and BBA students of
Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing
management education specialising in MBA and BBA degrees and specialist courses for travel and
tourism as well as mass communication. For further information on the article content or on the institute
please CLICK HERE to visit the official college website.

This dissertation was completed by Arvind Punia (2007 – 2009) on the topic Consumer Behavior
analysis towards Soft drink Industry in India.

Summary

Today the market is passing through a transforming stage. There is cut throat competition and marketers
have realized the importance of satisfying the customers to the extent possible. Thus no business
organization can afford not to be consumer oriented. To take care of competition it needs to plan its
strategy and anticipate future needs and requirements. The firm needs to take care of the market
changes, environmental condition and latest technology.

Market strategy is a company’s wide philosophy. In order to be successful, a firm has to follow
appropriate strategy. There are different classes of consumers each with different set of needs, tastes
and preferences. An appropriate marketing mix must be designed for each of these classes of
consumers so as to be effective in the market.

So the research project “Consumers dynamics and soft drinks consumption and purchase patterns”
exposes different aspects of Soft Drinks purchase and consumption by different classes of consumers.

Objectives of the Study

1) To study the consumption patterns of soft drinks among the different classes of the consumers.
2) To study buying motive of the consumers.
3) To asses the tastes and preferences of different consumers.
4) To understand buyer behavior of soft drinks.
5) To know the image of Pepsi vis-à-vis other brands.
6) To extract consumers opinion regarding various promotional schemes.

The above article was extracted from dissertations in Marketing, Finance, Human Resources, Strategy,
Information Systems by the students from Skyline College. Skyline College is amongst the top MBA and
BBA institutes in Delhi, Gurgaon (NCR).
For more information on Skyline College or the MBA, BBA programmes please CLICK HERE. For MBA,
BBA Admission queries please CLICK HERE

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