A PROJECT ON

“A STUDY ON CONSUMER PREFERENCES FOR

COCA COLA”
SUBMITTED TOWARDS
FULFILLMENT
OF
POST GRADUATE DIPLOMA IN
MANAGEMENT

(Approved by AICTE, Govt. of India)

ACADEMIC SESSION
2008-2010

Under the Guidance of: Submitted By:

MS : SUPRIYA SAXENA ANKIT ASWAL

INSTITUTE OF MANAGEMENT STUDIES

NOIDA

1
 ACKNOWLEDGEMENT

I am highly indebted to my project mentor MS SUPRIYA

SAXENA for her continuous support, supervision motivation and
guidance through out the tenure of my project in spite of her hectic
schedule who truly remained driving spirit in my project and her
experience gave me the light in handling research project and
helped me in clarifying the abstruse concepts, requiring knowledge
and perception, handling critical situations and in understanding
the objective of my work.

I would also like to express my heartiest thanks to all the

respondents who took time for answering my questions.

(SUPRIYA SAXENA) (ANKIT ASWAL)

2
 PREFACE

Market provides a key to gain actual success only to those brands

which match best to the current environment i.e." imperative"
which can be delivered what are the people needs and they are
ready to buy at the right time without any delay. It is perfectly true
but this also depends on availability of good quality products and
excellent taste and services which further attract and add a golden
opportunity for huge sales.

This also depends on the good planning approach and provide

ample opportunity plus sufficient amount of products for sales in
the coming next financial year.

This survey report introduces study of consumer’s preferences for

COCA COLA. After going through a detail analysis of market
behavior and future prospect, t may also provide an opportunity
to COCA COLA to frame a good future plan to satisfy maximum
needs of the customers and established its guiding role in the
market of Delhi, Ghaziabad, city in particular and through out the
country as a whole. The study report will also provide an
opportunity to delineate its market potential business areas,
products & services are to be offered by the company to the
customers.

This study report also provides the various factors affecting the
services. Marketing Division of COCA COLA has to keep in mind
various factors specially while preparing a plan for marketing its
product or services. Detail description along with analysis of
surveyed data is being presented in this report

3
 TABLE OF CONTENTS

PREFACE
1:- INRODUCTION
1.1 EXECUTIVE SUMMARY

1.2 LITERATURE REVIEW

1.3 ABSTRACT
1.4 COMPANY PROFILE
1.5 PRODUCT PROFILE
1.6 OBJECTIVE OF STUDY

1.7 RESEARCH METHODOLOGY

2:- DATA ANALYSIS AND INTERPRETATION

2.1 ANALYSIS
2.2 FINDINGS
2.3 SUGGESTION
2.4 CONCLUSION
2.5 LIMITATION
2.6 BIBLIOGRAPHY
2.7 ANNEXURE

4
 EXECUTIVE SUMMARY

The objective of the project is to know the consumers preferences for Cola
Drinks, to study the Market Potential of COCA COLA and The report
contains a brief introduction of Coca Cola. The company COCA COLA has
interests in various sectors and they provide consistent quality products to
meet our costumer’s requirement worldwide.

This report clearly mentions objective of the study and the research
methodology utilized. both primary data and secondary data. The data
collection method used is structured non disguised questionnaire in which
the types of questions used are open ended, multiple choice and close ended.

The report contains a detailed view of the tasks, which have been undertaken
to analyze the market of COCA COLA. Various sets of questionnaire have
been prepared to know the PREFERENCES of consumers about the COCA
COLA. Some of the research areas are Delhi, Ghaziabad. This project
reveals one of the important findings like more and more displays of the
window hiring and can be given to the retail outlets as it has been said that
“JItna Dikhega Utna Bikega”. To increase its consumption, more schemes
like ‘Seasonal Schemes’ and other schemes can be given to the consumers.
A detailed survey of the consumers was carried to find out their preferences
for COCA COLA. The details of the methodology are stated below.

Areas are Delhi, Ghaziabad research design: Exploratory and descriptive.

Sources of information are primary and secondary data. Data collection
method structured non designed questionnaire.

Types of questions used open ended, multiple choice and close ended.
Sampling method is random sampling.

In this study I found that most of the consumers prefer PEPSI as their 1st
preference and then COCA COLA.

5
 LITERATURE REVIEW:

1-A study of factors responsible for brand preference in fmcg sector”

The purpose of this paper is the study of factors responsible for brand
preference in fmcg products, increasing competition, more due to
globalization, is motivating many companies to base their strategies almost
entirely on building brands. Brand preference means to compare the
different brands and opt for the most preferred brand. This brand preference
is influenced by various factors.
According to this study many factors were find out for preferring a brand
like
Brand persona
Brand constancy
Brand loftiness
Brand value.
In the identification of factors affecting the brand preference, it was
concluded that brand persona is the most effective factor that affects the
brand preference. This brand persona deals with the personality aspects or
the external attributes of brand, thus it can be said that consumer prefer any
brand by looking at the external attributes of a brand.
-journal of ims vol 5 no.1, jan-june 2008

6
2-Colour and flavour rule consumer preferences: Study

The intensity of colour and the flavour are the key drivers behind consumer
acceptance of beverages, says a new study involving DANONE. But
packaging and labelling are not as important for winning over
consumers, according to findings published in the journal Food
Quality and Preference, The study involved consumers at different
stages of development and highlights the importance of adopting a
“sensory marketing approach,” said the researchers from French
research organisation Adriant, the University of Rennes 1,
DANONE R&D, and Institute Paul Bocuse.
“Companies need to continuously innovate to maintain market leadership,”
wrote the researchers. “When the market is overloaded the challenge
consists in creating innovative products able to attract and satisfy
consumers.” “This experiment showed the feasibility of the proposed multi-
sensory design method based on mixed qualitative and quantitative
approaches.” The study also demonstrates the importance of flavour and
colour selection for new products.
The global flavours market was been valued at some US$18bn in 2006
(Business Insights). Meanwhile, the value of the international colourings
market was estimated at around $1.15bn in 2007 (€731m), up 2.5 per cent
from $1.07bn (680m) in 2004, according to Leatherhead Food International
(LFI). Natural colours now make up 31 per cent of the colourings market,
compared with 40 per cent for synthetics, according to LFI.
Bombarding the senses
By choosing to formulate a new beverage, the researchers noted that the new
product would need to be differentiated by improving the sensory
characteristics.
Four factors were identified for the formulation: four colour intensities),
three flavourings, two label types (soft versus hard), and two pack sizes
(standard versus oversize). By using both quantitative (hedonic testing) and
qualitative (focus groups) approaches, the researchers found that “the main
factors which drive consumer preference for this concept are colour intensity
and flavouring”. Indeed, colour intensity accounted for 43 per cent and
flavour 32 per cent of the consumers’ overall liking. “Pack size and label
type are taken into account by the consumer to a lesser extend,” they added.

7
“This methodology of a qualitative screening associated to a conjoint
analysis on relevant sensory attributes has shown good performances to fit
consumers’ expectation: it has now to be reproduced, as every brand,
concept and product is a unique combination designed for a specific
consumer group,” concluded the researchers

Source: Food Quality and Preference

Volume 19, Issue 8, Pages 719-726
By Stephen Daniells, 07-Oct-2008

3- Taste or health: A study on consumer acceptance of cola drinks

This study examined the relative contributions of taste and health

considerations on consumer liking and purchase intent of cola drinks. Eight
types of commercial cola drinks were evaluated by 305 adult consumers who
also completed a brief questionnaire on food habits. Data were analyzed
using factor analysis. Results revealed that purchase intent of cola drinks
was strongly related to degree of liking and to several key sensory attributes
including saltiness, drinks flavor and greasiness. These variables emerged as
the first factor in the analysis, suggesting that consumers perceive these
characteristics as being most important in their choice of cola drinks. Factor
2 described a health dimension and was related to respondents' attitudes
toward fat in the diet. Factor 3 comprised two remaining sensory attributes
(color and crunchiness), which apparently were of minor importance to the
respondents. These data suggest that in spite of current concern about
reducing dietary fat, health remains secondary to taste in the selection of
cola drinks for consumers in this population.

Source-Beverly J. Tepper and Amy C. Trail Journal of Food Science

and Technology, 15 September 1998

8
 4- PAIRED PREFERENCE TESTS USING PLACEBO PAIRS AND
DIFFERENT RESPONSE OPTIONS FOR Cola Drinks, ORANGE
JUICES

ABSTRACT
Preference tests were performed for varieties of cola drinks, orange juices
and using three response protocols: the traditional paired preference test with
the "no preference" option, a 9-point hedonic scale and a 6-point hybrid
hedonic/purchase intent scale. The different stimuli to be assessed were
presented in pairs, but putatively identical stimuli were also presented as a
"placebo" pair. Performance on the placebo pair with identical stimuli
provided a measure of the hidden demand characteristics of the test protocol.
The presentation of the different pairs provided a measure of preference
accompanied by such hidden demand effects. Comparison between the two
allowed a better measure of preference per se. The order of presentation of
the identical and different pairs did show occasional slight evidence of
contrast effects. For the placebo "identical" pairs, a majority of consumers
reported false preferences. Liking questions with the hedonic and hybrid
scales elicited fewer false preferences than preference questions with the
paired preference protocol. Yet, the effects tended to be slight. The 6-point
hedonic/purchase intent scale exhibited the fewest false preferences in the
placebo condition, and this was because of its fewer categories rather than
any cognitive strategy change elicited by its different labels.

Source-Davis Woman’s

Journal of Food Science and Technology, July 31, 2007

9
5-“consumer awareness and consumption pattern of food products”
This paper aims to investigate the degree of brand awareness of various
food products in relation to background and education of the household, the
consumption pattern of various food products consumed by respondents in
the light of their areas, income levels and education. a sample of200
respondents comprising 100 form rural area and 100 from urban area were
taken. Data are analyzed with the help of mean.SD,co –efficient of variance-
test and f-test.

The finding of this study reveals that there is low degree of brand awareness
in rural areas, whereas there is a moderate degree of brand awareness in
urban India. The highly educated rural and urban respondents have high
degree of brand awareness for many food products, and the less educated
rural and urban respondents have low degree of brand awareness for many
food products.

10
COMPANY
PROFILE

11
 COMPANY PROFILE

Douglas N. Daft was elected chairman, Board of Directors, and chief

executive officer of The Coca-Cola Company on February 17, 2000.

Mr. Daft is the 11th chairman of the Board in the history of the Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney,

Australia office. He held positions of increasing responsibilities

throughout Asia and in 1982 was named vice president of Coca-Cola Far

East Ltd.

In December 1988, Mr. Daft was named president of the North Pacific

Division and president of Coca-Cola (Japan) Co., Ltd. He moved to the

Company's Atlanta headquarters in 1991 to assume the responsibility of

president of the Pacific Group and in 1999 his responsibilities were

expanded to include the Company's Africa Group, and Schweppes

Beverage Division, as well as the Middle and Far East Group. Mr. Daft was

elected president and chief operating officer of The Coca - Cola

Company in December 1999. He serves on the boards of Sun Trust

Banks, the Boys & Girls Clubs of America, Catalyst, the CERGE-EI

Foundation(Center for Economic Research and Graduate Education -

Economics Institute) in the Czech Republic, the Lauder Institute for

12
Management and International Studies at the University of Pennsylvania,

the Prince of Wales International Business Leaders Forum, the Grocery

Manufacturers of America, the British - American Chamber of

Commerce, the G100, the Woodruff Arts Center, the Commerce Club, and

the McGraw-Hill Companies. Mr. Daft is a trustee of Emory University,

the American Assembly and the Center for Strategic & International Studies.

He is also a member of The Trilateral Commission, The Business Council,

and The Business Round table. Mr. Daft received a bachelor's degree in

mathematics from the University of New England and a post-graduate

degree in administration from the University of New South Wales. He

holds an honorary doctorate in international law from Thunderbird, The

American Graduate School of International Management.

13
HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit growth

inspite of the sign of relief heaved by the manufacture at the abrupt

sensational termination of coca cola monopoly the tastes of cola is by no

means extinguished the coca. Cola have a status symbol to it..., generated by

the sub standard, penetrated, advertising and extensive distribution network.

Total soft drink segment is growing at the rate of 10% per year still if

international standard area considered the per capita consumption of three

serving in rock bottom, less than even our neighbors’ Pakistan and

Bangladesh, where it is four more as much. So with kind of a market

potential coke entered in India in 1991 after the permissions of setting up

Britico Food company to coke was granted by the government in Pune in

1992 the plant was established for is deducted then the bottle are taken out

of the line and Cleaned again or rejected.

The most important step is the mixing of drink concentrate dissolved in the

soft water the sugar syrup at the same time. Carbon dioxide is passed in the

drink to produce a fizz.After the crowing of the bottle the crown contains the

manufacturing data batch number and Time.

14
 PRODUCT PROFILE

INDIAN PRODUCT RANGE

15
Flavour Ingredients Pack Product Company
Cola Cola Flavour 200Ml. Coke, Coca-Coal
carbonated water 300Ml. Thumsup
sugar 500Ml.
1 Litre
1.5 Litre Pepsi Pepsi
2 Litre
Orange Orange Flavour + 200Ml. Fanta Coca-Cola
Carbonated 300Ml.
Water+ Sugar 500Ml.
1 Litre
1.5 Litre Mirinda Pepsi
2 Litre
Fruit Juice Mango Pulp+ 250 ML Maaza Coca-Cola
Treated water+
sugar Slice Pepsi
Cloudy Lemon Flavour + 200Ml. Limca Coca-Cola
Lemon Carbonated 300Ml.
Water+ Sugar 500Ml.
1 Litre
1.5 Litre Mirinda Lemon Pepsi
2 Litre
Clear Lemon Flavour+ 200Ml. Sprite Coca-Cola
Lemon Carbonated Water 300Ml.
+ Sugar 500Ml.
1 Litre 7’Up
1.5 Litre Dew Pepsi
2 Litre

16
INTRODUCTION OF RESEARCH
WORK

17
 INTRODUCTION OF THE RESEARCH WORK

This report attempts to study the marketing mix keeping in mind

the current market situation. Besides, this report also studies the
customer feedback about the COCA COLA. Thus it can be said
that there are two broad goals of the research i.e. TO STUDY THE
CONSUMERS PREFERENCE FOR COCA COLAas a whole and
other to CREATE A TOP OF MIND AWARENESS OF COCA
COLA. The research work was done through the collection of
primary data and secondary data by a common questionnaire
through the market survey technique.
Thus; based on our research, we have made some conclusions and
suggestions to make the performance of COCA COLA amongst all
players better.

18
 OBJECTIVE OF THE STUDY

 To study the consumers preferences for Coca Cola.

 To know the percentage of males and females that are aware

about bingo

 To know which brand’s advertisement mostly people have

seen.

 To know the reason to buy cola drinks.

 To know why was the advertisement being noticed by the

consumer?

 To create a top of mind awareness about COCA COLA in

DELHI, GHAZIABAD by providing the information to
consumers.

19
 RESEARCH METHODOLOGY

A detailed survey of consumers was carried out to find out their

preferences for COCA COLA the details of the methodology are
stated below:

AREAS: Indirapuram, shipra mall, edm mall, pacific mall

DELHI (GK-1, GK-2, LAJ PAT NAGAR, NEHRU NAGAR,

SAKET)

GHAZIABAD (Gandhi Nagar, Kavi Nagar, Raj nagar, shastri

nagar, kaushambi)

Type of Research :  Exploratory Research

 Descriptive resarch
 Research Question
 Consumer preferences for coke
Sampling technique  Convenience sampling
Sample Size :  50
Samplings Areas :  Delhi,Ghaziabad
Primary Data :  Responses through
questionnaires
 Conducted personal interviews
with the respondents .
Secondary Data :  Websites .
 News papers
research tools chi square test
friedman test

20
 ANALYSIS AND
FINDINGS

1. GENDER OF THE CONSUMER?

21
 m a le
49% 5 1%
fe m a le

Fig 1

Valid Male 26 51.0 51.0 51.0

Female 24 49.0 49.0 100.0
Total 50 100.0 100.0
Cumulati
Freque Valid ve
ncy Percent Percent Percent

Table1

INTERPRETATION
Out of 50 consumers, 51% are males and only 49% are females.

2. AGE GROUP OF THE CONSUMER?

22
 3%
13%

34% BELOW 15
16-25

22% 26-35
36-45
46 & ABOVE

28%

Fig2

INTREPRETATION

MAXIMUM numbers of people surveyed are BELOW 15 YEARS

23
3. OCCUPATION OF THE CONSUMER?

Valid Cumulative
Frequency Percent Percent Percent
Valid Professional 7 13.0 13.0 18.0
Businessma
4 9.0 9.0 22.0
n
Service 13 26.0 26.0 48.0
Student 25 49.0 49.0 97.0
Any other 2 3.0 3.0 100.0
Total 50 100.0 100.0 100.0

Table2

3% 13%

9% P ROFE S S IONA L
B US INE S S M A N
S E RV ICE M A N
49%
S TUDE NTS

26% A NY OTHE R

Fig3

OUT OF 50 PEOPLE 13%are professionals, 9%are businessman, 26%are

serviceman, and 49% are students.

4. NUMBER OF PEOPLE PURCHASE COLD

24
DRINKS ?

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Yes 48 97.0 97.0 97.0
No 2 3.0 3.0 100.0
Total 50 100.0 100.0

Table 3

3%

yes
no

97%

Fig4

INTERPRETATION

Out of 50 respondents, 97% of consumers buy COLD DRINKS and only

3%of them do not buy

5. COLD DRINKS PEOPLE BUY?

25
 Frequency Percent Valid Percent Cumulative Percent
Valid COKE
10 18.8 18.8 18.8
PEPSI
9 17.75 17.75 36.55
7 UP
6 12 12 48.55
SPRITE
5 11.12 11.12 59.67
FANTA
4 8.6 8.6 68.27
MAZZA
4 8.3 8.3 76.57

THUMSUP 12 23.2 23.23 100.0

Total
50 100.0 100.0

Table4

19%
23%
COKE
PEPSI
7 UP
SPRITE
8% 18% FANTA
MAZZA
9% THUMSUP

11% 12%

Fig5

INTERPRETATION
19% respondents prefer COKE, 18% prefer PEPSI, 12% 7UP, 11 % of them
preferSPRITE, 9%FANTA, 8% prefer MAZZA, and 23% prefer
THUMSUP.
6. REASON TO PURCHASE COCA COLA DRINKS?

26
 Frequenc Valid Cumulative
y Percent Percent Percent
Valid Brand name 10 20.0 20.0 20.0
Taste 12 25.0 25.0 45.0
Brand
4 8.0 8.0 53.0
ambassador
Packaging 5 10.0 10.0 63.0
Easy
9 16.0 16.0 79.0
avialability
Price 10 20.0 20.0 99.0
Any other 8 1.0 1.0 100.0
Total 50 100.0 100.0
Table 5
TASTE

8% 1% BRAND NAME
25%
11%
PACKAGING

PRICE
15%
BRAND
20% AMBASSADOR
EASY
20% AVIALABILITY
ANY OTHER

Fig6

INTERPRETATION
25%people purchase COLD DRINKS because of TASTE,
20% people purchase COLD DRINKS because of BRAND NAME,
20% people purchase COLD DRINKS because of PACKAGING,
15% people purchase COLD DRINKS because of PRICE ,
11% people purchase COLD DRINKS because of BRAND
AMBASSADOR
8%people purchase COLD DRINKS because of EASY AVILABILITY
1%people purchase COLD DRINKS because of ANY OTHER REASON

27
7. PEOPLE HAVE SEEN THE ADVERTISEMENT
OF COLD DRINKS

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Yes 49 98.0 98.0 98.0
No 01 2.0 2.0 100.0
Total 50 100.0 100.0

Table 6

2%

yes
no

98%

Fig7

INTERPRERTATION

Out of 50 consumers 98% have seen the ADVERTISEMENT and only 2%

have not seen the ADVERTISEMENT of any cola drinks

28
8. ADVERTISEMENT PEOPLE REMEMBER THE
MOST?

Frequency Percent Valid Percent Cumulative Percent

Valid COKE
13 27.0 27.0 27.0
PEPSI
14 28.0 28.0 55.0
7 UP
08 16.0 16.0 71.0
SPRITE
10 21.0 21.0 92.0
FANTA
03 4.0 4.0 96.0
MAZZA
02 3.0 3.0 99.0

Total THUMSUP 01 1.0 1.0 100

Total 50 100 100

Table 7

23% 23%
COKE
PEPSI
7 UP
SPRITE
10% FANTA
MAZZA
4% 23% THUMSUP
6%
11%

Fig8
27% people remember the advertisement of COKE
28% people remember the advertisement of PEPSI
16% people remember the advertisement of 7UP
21% people remember the advertisement of SPRITE
04% people remember the advertisement of FANTA
03%people remember the advertisement of MAZZA

29
9. REASON TO REMEMBER THE
ADVERTISEMENT?

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Creativity 12 24.0 24.0 24.0
Brand
13 25.0 25.0 49.0
ambassador
Idea of
delivering 5 11.0 11.0 60.0
message
Frequency
13 25.0 25.0 85.0
of add
Logical
7 15.0 15.0 100.0
reason
Total 50 100.0

Table 8
CREATIVITY

15% BRAND
24% AMBASSADOR

IDEA OF
DELIVERING THE
25% MESSAGE
FREQUENCY OF
25% ADD
11%
LOGICAL
REASON

Fig9
24% people remember the advertisement because of CREATIVITY.
25% people remember the advertisement because of BRAND
AMBASSADOR
11% people remember the advertisement because of THEIR IDEA OF
DELIVERING THE MESSAGE.
25%people remember the advertisement because of FREQUENCY OF
ADD.15% people remember the adverisement because of LOGICAL
REASON.

30
COLA DRINK PEOPLE BUY

1. CHI-SQUARE TEST
connections

Observed N Expected N Residual

COKE 10 114.3 105.7
PEPSI 8 114.3 -101.3
7 UP 7 114.3 -26.3
SPRITE 6 114.3 75.7
FANTA 5 114.3 63.7
MAZZA 4 114.3 -84.3
10 114.3 -110.3
THUMSUP
Total 50
Table 9
Test Statistics

Connections
Chi-Square(a) 447.260
Df 6
Asymp. Sig. .000

A 0 cells (.0%) have expected frequencies less than 5. The

minimum expected cell frequency is 114.3.

Table 1

31
HO-there is no significance difference between the preferences of
consumers regarding the COLD DRINKS
H1-there is a significance difference between the preferences of
consumers regarding the COLD DRINKS

IF H0 <.05 OUR null Hypothesis is rejected and in this case H0

IS REJECTED.
THAT means consumers preferences for Drinks are
different.

151 RESPONDENTS buy COKE, 142 buys PEPSI, 96 7UP, 89

consumers prefer SPRITE, 69 prefer FANTA chips, 67 prefer
MAZZA, and only 186 of them prefer THUMSUP

32
ADVERTISEMENT PEOPLE REMEMBER THE
MOST

2. CHI-SQUARE TEST

ADVERTISEMENT

Observed Expected
N N Residual
COKE 13 133.3 -45.3
PEPSI 12 133.3 -67.3
7 UP 5 133.3 30.7
SPRITE 4 133.3 -9.3
FANTA 3 133.3 75.7
MAZZA 8 133.3 15.7

5
THUMSUP
Total 50
Table 11
Test Statistics

Connections
Chi-Square(a) 101.905
Df 5
Asymp. Sig. .000
a 0 cells (.0%) have expected frequencies less than 5. The
minimum expected cell frequency is 133.3.
Table 12

33
HO-there is no significance difference between the advertisements

H1-there is a significance difference between the advertisements

IF H0 <.05 OUR null Hypothesis is rejected and in this case H0

IS REJECTED.
THAT means consumers remember different different
advertisements.

189 people remember the advertisement of COKE, 188 people

remember the advertisement of PEPSI, 84 people remember the
advertisement of7UP,48 people remember the advertisement
ofSPRITE,32 people remember the advertisement of MAZZA,
AND 181 people remember the advertisement of THUMSUP.

34
REASON TO PURCHASE A COLD DRINK.

3. FRIEDMAN TEST
Ranks

Mean Rank
Packaging
5.11
Brand
6.00
Taste
6.90
Easy avialability
2.00
Ambassador
3.00
Price
3.99
Other
1.01
Table 13
Test Statistics(a)

N
50
Chi-Square
308.549
Df
6
Asymp. Sig.
.000

35
H0- there is no significance difference between all the factors.
H1-there is a significance difference between all the factors.

IF H0 <.05 OUR null Hypothesis is rejected and in this case H0

IS REJECTED.
THAT means consumers prefer any mobile connection on
the basis of certain factors.

In this case as
The mean rank of taste IS 6.90 MEANS most of the consumers
purchase drinks because the taste.

AND the mean rank for EASY AVAILABILITY is 2.00 (AFTER

ANY OTHER FACTOR) THAT means CONSUMERS don’t care
about EASY AVAILABILITY while purchasing COLD DRINKS

THE SEQUENCE OF

THEIR PURCHASING PREFERENCE IS…………………

TASTE
BRAND NAME
PACKAGING
PRICE
BRAND AMBASSADOR
EASY AVIALABILITY
ANY OTHER

36
REASON TO REMEMBER THE ADVERTISEMENT

4. Friedman Test
Ranks

Mean Rank
Creativity
3.91

Brand ambassador
4.23

Idea of message
1.10

Frequency of add
4.62

Logical reason
2.43

Table 15

Test Statistics(a)

N
50
Chi-Square
302.647
Df
6
Asymp. Sig.
.003

37
H0- there is no significance difference between all the factors TO
REMEMBER THE ADVERTISEMENT.
H1-there is a significance difference between all the factors
TO REMEMBER THE ADVERTISEMENT

IF H0 <.05 OUR null Hypothesis is rejected and in this case

H0 IS REJECTED.THAT means consumers remember the
advertisement of any COLA DRINK because of some factors,
In this case as

the mean rank of FREQUENCY OF THE ADVERTISEMENT IS

4.62 MEANS most of the consumers remember the advertisement
because the frequency of the add,

AND the mean rank for idea of delivering the message is 1.10
THAT means CONSUMERS don’t care about the idea of
delivering the message.

38
MAJOR FINDINGS
1. Out of 50 consumers, 51% are males and only 49% are females.

2. Maximum number of people surveyed is below 15 years

3. Out of 50 people 13%are professionals, 9%are businessman, 26%are

serviceman, and 49% are students.

4. Out of 50 respondents, 97% of consumers buy cold drinks and only 3%of
them do not buy.

5.19% respondents prefer coke, 18% prefer pepsi, 12% 7up, 11 % of them
prefersprite, 9%fanta, 8% prefer mazza, and 23% prefer thumsup

6.25%people purchase cold drinks because of taste,20% people purchase

cold drinks because of brand name,20% people purchase cold drinks
because of packaging,15% people purchase cold drinks because of price ,
11% people purchase cold drinks because of brand ambassador 8%people
purchase cold drinks because of easy avilability1%people purchase cold
drinks because of any other reason.

7. Out of 50 consumers 98% have seen the advertisement and only 2% have
not seen the advertisement of any chips

8.23% people remember the advertisement of coke, 23% people remember

the advertisement of.pepsi, 1% people remember the advertisement of 7up,
6% people remember the advertisement of sprite, 4% people remember the
advertisement of fanta, 10%people remember the advertisement of mazza,
and 23% people remember the advertisement of.thumsup

9.24% people remember the advertisement because of creativity.

25% people remember the advertisement because of brand ambassador,11%
people remember the advertisement because of their idea of delivering the
message.,25%people remember the advertisement because of frequency of
add.15% people remember the advertisement because of logical reason.

39
SUGGESTIONS
On the basis of above study following suggestions can be
given:

 Perform a detail demand survey at regular interval to know about the

unique needs and requirements of the customer.

 The company should make hindrance free arrangement for its

customers/retailers to make any feedback or suggestions as and when
they feel.

 The company should focus to bring some more flavours and variety of
schemes rather then bring second and repeat same old one. It is
always better to be first than being better.

 The company must be aware of and keep at least the latest knowledge
of its primary competitors in market and try to make a perfect
anticipated efforts to meet the same

 The company should also use time to time some more and new
attractive system of word of mouth advertisement to keep alive the
general awareness in the whole market as a whole.

 The company should be always in a position to receive continuous

feedback and suggestions from its customers/ consumers as well as
from

 The market and try to solve it without any delay to establish its own
good credibility..

 The visibility of any product plays an important role in making the

customer, aware about it and is vital for the growth and development
of any product.

40
 For their advertisement they can also introduce a brand ambassador,
because most of the consumers remember advertisement because of
their brand ambassador.

 A strong watch should be kept on distributors also, because in some

cases they are found to be cheating the retailers and affecting the
goodwill of the BRAND.

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LIMITATIONS OF THE STUDY

 The responses may vary as some people did not want to come
up with real answers.

 The people were busy in their own work so they might not
have given actual responses..

 Some of the respondents refused to fill the questionnaires.

 Limitation of time.

 The survey is conducted only in few areas of Delhi,

Ghaziabad; hence the results may vary in other parts of the
cities.

 Small sample size.

 And like any other research the limitation of personal bias of

respondents limits the scope of the study.

42
CONCLUSION
During the course of the project I realized that the customer
willingly answered the closed end questions.
From the analysis of the data collected and from the experiences I
have reached the following conclusions:
COKE is most popular amongst its users mainly because of its
TASTE, BRAND NAME, INNOVATIVENESS Thus it should
focus on good taste so that it can capture the major part of the
market. But most of the consumers prefer THUMSUP as their 1st
preference, then COKE
We come to the conclusion that visibility affects the sales of
project in a very special way. And in terms of the advertisements
lays is lacking behined,.mostly consumers remember the
advertisement because of the frequency of add and brand
ambassadors ,creativity.
After acquiring a new customer, there is lot of importance of its
retention also. This can be done only by providing extra flavors
and good taste
In today’s scenario, customer is the king because he has got
various choices around him. If you are not capable of providing
him the desired result he will definitely switch over to the other
provider. Therefore to survive in this cutthroat competition, you
need to be the best. Customer is no more loyal in today’s scenario,
so you need to be always on your toes.

We feel that there is cutthroat competition between

COKE, PEPSI, THUMS UP so to be on top of mind of the
customers they need to do something outstanding every time

43
 BIBLIOGRAPHY
TEXT BOOKS:

Kotler Philip, “Marketing Management”, Pearson Education.

Beri G.C, “Marketing Research”, Third Edition.

Cooper Donald R. & Shindler Pamela S, “Business Research

Methods”

Tata McGraw-Hill Edition Eighth.

Schiffman Leon G. & Kaunk Leslie Lazar, “Consumer

Behavior” Pearson Education, Eighth Edition.

Magazines and journals

4 p’s

Eonomic Times

WEBSITES:www.Coca cola.com

www.pepsi.com

SEARCH ENGINE :www.google.co.in

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ANNEXURE

QUESTIONNAIRE

1.NAME: ………………………………..

GENDER- MALE FEMALE

ADDRESS ……………………………

2.OCCUPATION :

PROFESSIONAL
BUSINESSMAN
SERVICE
STUDENT
ANY OTHER

3. AGE :

15-20 21-35
36-45 46-55
55 AND ABOVE

4. DO you drink coca cola

Yes No

45
5. Which cola drink do you prefer most?

COKE
PEPSI
7UP
SPRITE
FANTA
MAZA THUMSUP

6. About Cola drink what do you like the most?(PLEASE

RATE THEM from 1-6)

BRAND NAME
TASTE
EASY AVAILABILITY
PACKAGING
PRICE
BRAND AMBASSADOR
ANY OTHER (PLEASE SPECIFY)

7. Have you seen any advertisement of ANY Cola drinks?

Yes No

46
8. Advertisement of which Cola drinks do you remembers the
most?

COKE
PEPSI
7 UP
SPRITE
FANTA
MAZZA

THUMSUP

9. What attracted you in the advertisement?( PLEASE RATE

THEM from 1-3)

CREATIVITY
BRAND AMBASSADOR
IDEA OF DELIVERING THE MESSAGE
FREQUENCY OF ADD
LOGICAL REASON

47
10. Have you decided to purchase any connection after
watching the advertisement?

Yes No

ANY SUGGESTIONS:::::::::::::
……………………………………………………………………
…………………………………………

STUDY ON- CONSUMER PREFERENCES FOR coke

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