A PROJECT REPORT ON

"A STUDY ON CUSTOMER SATISFACTION TOWARDS

THUMS UP, S.V UNIVERSITY"

By
GUNJAPALLE SIVA RAMI REDDY
Roll No:55
(2021-2023)

Under the guidance of

Prof. S. DURGA RAO

(DEPARTMENT OF MANAGEMENT STUDIES)

DEPARTMENT OF MANAGEMENT STUDIES

SVU COLLEGE OF COMMERCE MANAGEMENT AND
COMPUTER SCIENCES
TIRUPATI-517 502
Page |1
 Acknowledgement
I would like to acknowledge my gratitude
and thanks to our Business Research Methods Professor
Dr. S. Durga Rao for his assistance and suggestions while
working on this project. This project work helped me to
develop a good insight on the topics covered by our
Professor. I am also thankful to the people of TIRUPATI.

(This research is purely for academic purpose

and it is not meant for any other purpose.)

G. SIVA RAMI REDDY

Page | 2
 DECLARATION

I, G. SIVA RAMI REDDY student of MBA here by declare that

the project report on "CUSTOMER SATISFACTION TOWARDS
THUMS UP IN TIRUPATI" is an original independent record of
project work submitted by me to DR. DURGA RAO sir.

Place: Tirupati
Date

G. SIVA RAMI REDDY

MBA-1 YEAR(SEC-II)
REG.NO: 1982263055

Page 3
 CONTENTS

CHAPTER CHAPTER NAME PAGE

NO. NO.
1 INTRODUCTION

2 REVIEW OF LITERATURE

3 RESEARCH METHODOLOGY
4 DATA ANALYSIS AND
INTERPRETATION

5 FINDINGS

6 SUGGESTIONS

7 QUESTIONNAIRE

8 BIBLIOGRAPHY
 CHAPTER-1
INTRODUCTION
History of Thums up
Thums Up was created in 1977, after the American company Coca-
Cola withdrew from India, due to regulations requiring it to disclose its
formula and sell 60% of its equity to an Indian company under a
government plan for foreign-owned companies to share stakes with
domestic partners. The Chauhan brothers owned part of
the Parle company and already had two other brands of
soda, Limca and Gold Spot, which were popular in India at the time. Thums
Up quickly became the most popular cola brand in India and achieved a
near monopoly among cola products in India during the 1980s, above
other cola products such as Campa Cola, Double Seven, Dukes and United
Breweries Group's McDowell's Crush.
Ramesh Chauhan had developed the formula from scratch,
experimenting with ingredients such as cinnamon, cardamom, and
nutmeg. The company also wanted the drink to be fizzy, even when it was
not ice-cold, so it could be sold by vendors. After much testing and
experimentation, the Chauhan brothers and their research team created a
cola that was fizzier and spicier than Coca-Cola. They originally planned to
name the drink “Thumbs Up,” but removed the “b” to make the name
unique.
In 1991, when the Indian government opened the market to
multinationals, Pepsi was the first to come in. Thums Up and Pepsi
subsequently engaged in heavy competition for
endorsements. Pepsi advertisements included major Indian movie stars
like Juhi Chawla, while Thums Up increased its spending on cricket
sponsorship. Thums Up also introduced a larger 300 ml (10 US fl oz) bottle,
branded "MahaCola" (meaning 'great [in size] cola'; the original size was
250 ml (8.5 US fl oz)). This nickname gained popularity in smaller towns
where people would ask for "Maha Cola" instead of Thums Up.
In 1993, Coca-Cola re-entered the market, and the three companies
competed intensely. Later in the year, Coca-Cola bought the Parle-owned
drinks Gold Spot, Limca and Thums Up for $60 million. When these were
sold to Coca-Cola, Thums Up had a market share of 85 percent in India.
Relaunch
Despite its strong overall equity, the brand was losing its popularity
among the core cola-drinking age group of 12- to 25-year-olds, partly due
to a lack of advertising. At first, Coca-Cola cut advertising and production
for Thums Up to drive customers to their flagship brand, but soon realised
that Thums Up customers would turn to Pepsi instead of Coca-Cola, were
Thums Up withdrawn from the market. Instead, Coca-Cola decided to use
Thums Up as a rival brand to Pepsi. The Coca-Cola Company by this time
had about 60.5% share of the Indian soft-drink market but found out that
if it took out Thums Up, it would remain with only 28.7% of the market,
hence Thums Up was re-launched, targeting 30- to 40-year-olds.
The brand was re-positioned as a "manly" drink, drawing on its
strong taste qualities. Thums Up started an advertising campaign directly
attacking Pepsi’s television commercials, focusing on the strength of the
drink hoping that the depiction of an "adult" drink would appeal to young
consumers. "Grow up to Thums Up" was a successful campaign. The
brand's market share and equity increased.

Ingredients
Based on Coca-Cola India, Thums Up contains: carbonated
water, sugar, acidity regulator (E338), and caffeine. The beverage also
contains natural colour (150d) and added flavours ("natural, nature
identical and artificial flavouring substances").
Logo and marketing[edit]

The original Thums Up logo was a red thumbs up hand gesture with
a slanted, white, sans-serif typeface. This would later be modified by
Coca-Cola with blue strokes and a more modern-looking typeface.
The famous slogan until the early 1980s was "Happy days are here
again", coined by copywriter, Vasant Kumar. The slogan later became "I
want My Thunder", and subsequently "Taste the thunder!"
Product placement in films was used in the 1980s with Thums Up
appearing in the background of many Hindi films.
Advertising campaigns from Thums Up build on its "strength" and its
perception as a macho drink.
In February 2012, popular South Indian actor Mahesh Babu became
a spokesperson for Thums Up. In October 2012, Coca-Cola India
signed Salman Khan once again as the brand ambassador of Thums Up.
The company has also tied with Salman Khan's movie Dabangg 2 and his
charitable organisation as part of the deal.
 In 2022, the company launched its ads campaign "Toofan" with Indian
cricketer Jasprit Bumrah aiming to inspiring the audiences to reach their
‘PalatDe’ moments by teaming their strong, unshakeable belief systems
and undying spirits with the taste of the product. A similar video ad was
created showcasing Mohammed Siraj as the Indian fast bowler. Popular
Bollywood actor Shah Rukh Khan became brand ambassador. A new ad
campaign was launched as #ThumsUpStrong spirit. The strong unique taste
of the brand is naturally weaved into strength as an emotion, that urges
the drinkers to stay strong and believe in their dreams. Teaming with South
Indian actor Vijay Deverakonda, the company released its action-packed
campaign to build on the strong taste and experience.

Awards and recognition :

• According to the Brand Trust Report 2012 published by Trust
Research Advisory, a brand analytics company, Thums Up was
positioned 140th among India's most trusted brands.
• The Economic Times ranked Thums Up at 21st place in its Most
Trusted Brands report.
• In Brand Trust Report 2013, Thums Up was ranked 170th among
the most trusted brands in India.
• According to the Brand Trust Report 2014, Thums Up was at 66th
position among India's most trusted brands.

In popular culture
A peak in the Manmad Hills has become known as the "Thums Up
Mountain" or the "Thums Up Dongar" (in Marathi), because it is shaped,
by coincidence, like the "Thums Up" logo. It is visible from trains passing
by and has become a popular sight.
Thums Up appears in the book Eat, Pray, Love and its 2010 film
adaptation. The drink appears throughout Salman Rushdie's controversial
novel The Satanic Verses (1988).
 Thums Up now a billion dollar brand in
India: Coca Cola

Homegrown soft drink brand Thums Up has become billion dollar brand
in India, the owner of the brand, The Coca-Cola Company, said while reporting
its October-December 2021 earnings. “Our local thumbs up brand became a
billion dollar brand in India, driven by focus marketing and execution plans,”
James Quincey, Chairman and CEO of The Coca-Cola Company said on an
earnings call.
Coca-Cola acquired Thums Up, which continues to be the most popular
cola brand in India, back in 1993 from Ramesh Chauhan’s Parle along with
Limca, Citra, Gold Spot and Maaza for $60 million.
 Coca-Cola, which reported 17 percent growth in net revenue for the
fourth quarter of 2021, said its unit case volume increased 11 percent in the
Asia Pacific market, which includes India.
“Growth was driven by China, India and the Philippines, partially offset by
pressure in Australia due to the impact of the pandemic,” it said.
In the Indian market, the company saw 30 percent sequential growth
in transactions for the quarter on the back of its initiatives in India to build an
omnichannel presence and marketing campaigns around key occasions by
leveraging festivals and passion points, through occasion-led marketing and
integrated execution.
2.REVIEW OF LITERATURE
CUSTOMER:
A customer is a person or business that buys goods or services from
another business. Customers are crucial because they generate
revenue. The main goal of a business is to get a group of customers who
buy from them again and again, bringing in money. As the customer is
responsible for the inflow of money, in India many traders and
businessmen refer to the customer as God.

CUSTOMER SATISFACTION:
Customers are always aiming to get maximum satisfaction from the
products or services that they buy. Whether an organization provides
quality services or not will depend on the customer feedback on the
satisfaction they get from consuming the products, since higher levels of
quality lead to higher levels of consumer satisfaction.
CONSUMER BAHAVIOUR:
Consumer behavior is defined as the behavior that consumer display in
searching for purchasing, using, evaluating and disposing of product and
services that they expect will satisfy their needs. Consumer behavior
focuses on how individuals make decisions to spend their available
resources (time, money, effort) on consumption related items.
 CHAPTER-3
RESEARCH METHODOLOGY
 OBJECTIVES

➢ TO STUDY THE FACTORS THAT INFLUENCE THE CUSTOMERS

SATISFACTION.

➢ TO MEASURE THE CONSUMER SATISFACTION LEVEL OF THUMS UP

SOFT DRINK.

➢ TO REDESIGN MARKETING STRATEGIES, IF NEEDED.

INTRODUCTION:
Research Methodology is a way to find out the result of a given
problem on a specific matter or problem that is also referred as research
problem. In Methodology, researcher uses different criteria for solving/
searching the given Research problem. Different sources use different
type of methods for solving the problem. If we think about the word
"Methodology", it is the way of searching or solving the research
problem. In Research Methodology, researcher always tries to search the
given question does not work systematically on problem, there would be
less possibility to find out the final result. For finding or exploring
research question a researcher faces a lot of problems that can be
effectively resolved with using correct research methodology.

RESEARCH METHODOLOGY
Research design : Descriptive research design

Data sources :
Secondary data :Internet (Magazines, Articles)
Primary data :THUMS UP customers in SVU
Research approach : Survey
Research instrument :Questionnaire

Sampling plan
Sample size :98
Sample frame: : SVU, Tirupati.
Sample unit- :Customers of THUMS UP
Sample method :Convenience sampling
Contact method : Personal interview, Online
Statistical tool : Chi-Square Test
DATA COLLECTION:
Data refers to information or facts researchers understand by data as only numerical
figure. It also includes descriptive facts, on numerical information, qualitative and
quantitative information.
Collection of data is an important stage in research. In fact the quality of the data
collected determines the quantity of the research.
Collection of data is done by two methods.
1. Primary data collection.
2. Secondary data collection.

Primary data collection:

Primary data is also known as the data collected for the first time through the field
survey. Such data are collected with specific set of objectives to assess the current
of any variable studied.
Interviews
Questionnaires

Secondary data collection:

Secondary data refers to the information or facts already collected by someone else
and passed through the statistical tools.
Source for secondary data:
The secondary data, which is needed for my study was collected from the company's
database.
 CHAPTER -4
DATA ANALYSIS & INTERPRETATION
TABLE-4.1: GENDER DISTRIBUTION
GENDER NO.OF RESPONDENTS %
MALE 58 59.2%

FEMALE 40 40.8%

TOTAL 98 100%

FEMALE
40.8%

MALE
59.2%

INTERPRETATION:
From the above chart it is clear that 59.2 % respondents are MALE ,40.8 % are
FEMALE respondents.
TABLE-4.2: AGE DISTRIBUTION
AGE NO.OF PARTICIPANTS %
15-25 68 69.4%

26-35 20 20.4%
36-45 8 8.2%
Above 45 2 2%
TOTAL 98 100%

%
80.00%
69.40%
70.00%

60.00%

50.00%

40.00%

30.00%
20.40%
20.00%

8.20%
10.00%
2%
0.00%
15-25 26-35 36-45 Above 45

INTERPRETATION:
From the above chart it is clear that 69.40 % respondents
are of 15-25 years age group, 20.40 % respondents are of 26-35
years age group, 8.20 % respondents are of 36-45 years age
group, and 2 % respondents are above 45 years.
TABLE – 4.3: PURPOSE OF DRINKING THUMS UP
PURPOSE NO. OF RESPONDENTS PERCENTAGE
TASTE 19 19.39%
REFRESHMENT 52 53.06%
STYLE 09 9.18%
THRIST 13 13.27%
OTHER FACTORS 05 5.10%
TOTAL 98 100%

PERCENTAGE
60.00%
53.06%

50.00%

40.00%

30.00%

19.39%
20.00%
13.27%
9.18%
10.00%
5.10%

0.00%

INTERPRETITION:
From the above chart it is clear that 19.39 % respondents drink for
taste, 53.06 % respondents drink for refreshment, 9.18 %respondent are
interested in style, 13.27 % respondent drink for thrist ,5.10%
respondents drink for other factors.
TABLE-4.4: CONSUMPTION PATTERN OF THUMS UP
DURATION NO. OF RESPONDENTS PERCENTAGE

DAILY 12 12.3%

WEEKLY 35 35.7%

TWICE IN A MONTH 26 26.5%

ONCE IN A MONTH 25 25.5%

TOTAL 98 100%

PERCENTAGE

ONCE IN A MONTH 25.50%

TWICE IN A MONTH 26.50%

WEEKLY 35.70%

DAILY 12.30%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

INTERPRETATION
From the above chart it is clear that 12.30 % respondents are drinking
THUMS UP daily , 35.70 % respondents drink weekly, 26.50 % respondents drink
twice in a month , 25.50 % respondents drink once in a month.
TABLE -4.5 : MOST PREFFERABLE SITUATION:
TIME NO. OF RESPONDENTS PERCENTAGE
WHILE WATCHING MOVIE 27 27.6%
IN RESTAURANTS 19 19.4%
WITH FRIENDS 35 35.7%
OTHERS 17 17.3%
TOTAL 98 100%

PERCENTAGE
40.00%
35.70%
35.00%

30.00% 27.60%

25.00%
19.40%
20.00% 17.30%

15.00%

10.00%

5.00%

0.00%
WHILE WATCHING IN RESTAURANTS WITH FRIENDS OTHERS
MOVIE

INTERPRETATION:
From the above chart it is clear that 27.60 % respondents prefer while
watching movie, 19.40 % prefer while eating, 35.70 % prefer with friends , 17.30 %
prefer THUMS UP for other reasons.
TABLE -4.6: PREFFERABLE TYPE TO DRINK
PREFFERED TYPE NO. OF PERCENTAGE
RESPONDENTS
GLASS BOTTLE 37 37.7%
PLASTIC BOTTLE 49 50%
TINS (CANS) 12 12.3%
TOTAL 98 100%

PERCENTAGE
60.00%

50%
50.00%

40.00% 37.70%

30.00%

20.00%
12.30%
10.00%

0.00%
GLASS BOTTLE PLASTIC BOTTLE TINS (CANS)

INTERPRETATION:
From the above chart it is clear that 37.70 % respondents are preferring Glass
bottles , 50 % are preferring Plastic bottles , 12.30 % are preferring Tins (cans).
TABLE-4.7: SATISFACTION TOWARDS BOTTLE SHAPE OF
THUMS UP
SATISFACTION NO.OF. RESPONDENTS PERCENTAGE

YES 43 43.9%

NO 4 4.1%
DOESN’T MATTER 51 52%
TOTAL 98 100%

PERCENTAGE
60.00%
52%
50.00%
43.90%

40.00%

30.00%

20.00%

10.00%
4.10%

0.00%
YES NO DOESN’T MATTER

INTERPRETATION:
From the above chart it is clear that 43.90 % respondents are
satisfied with bottles shape, 4.10 % are not satisfied with bottle shape,
52 % respondents feel bottle shape doesn’t matter.
TABLE-4.8: PREFERABLE QUANTITY
QUANTITY NO.OF.RESPONDENTS PERCENTAGE
200ml 60 61.2%
500ml 23 23.5%
1.25lit 8 8.2%
2.25lit 7 7.1%
TOTAL 98 100%

PERCENTAGE
70.00%
61.20%
60.00%

50.00%

40.00%

30.00%
23.50%

20.00%

10.00% 8.20% 7.10%

0.00%
200ml 500ml 1.25lit 2.25lit

INTERPRETATION:
From the above chart it is clear that 61.20 % respondents prefer
200ml, 23.50 % prefer 500ml, 8.20 % prefer 1.25lit, 7.10 % respondents
prefer Thums up 2.25lit bottle.
TABLE-4.9: SATISFACTION TOWARDS THUMS UP PRICE
RATING NO.OF.RESPONDENTS PERCENTAGE
Highly satisfied 15 15.30%
Satisfied 45 45.70%
Dissatisfied 25 25.60%
Highly dissatisfied 13 13.40%
TOTAL 98 100%

PERCENTAGE
50.00%
45.70%
45.00%

40.00%

35.00%

30.00%
25.60%
25.00%

20.00%
15.30%
15.00% 13.40%

10.00%

5.00%

0.00%
Highly satisfied Satisfied Dissatisfied Highly dissatisfied

INTERPRETATION:
From the above chart it is clear that 15.30% of respondents are
highly satisfied, 45.70 % are satisfied , 25.60 % are dissatisfied, 13.40%
respondents are highly dissatisfied by price.
TABLE-4.10 THUMS UP IS HEALTHY DRINK
OPINION NO.OF.RESPONDENTS PERCENTAGE
AGREE 60 61.20%
DISAGREE 38 38.80%
TOTAL 98 100%

PERCENTAGE

DISAGREE
38.80%

AGREE
61.20%

INTERPRETATION:
From the above chart it is clear that 61.20% respondents agreed
that Thums up is a healthy drink, 38.80% of respondents disagreed.
TABLE-4.11: IMPACT OF DISCOUNT ON PURCHASES
IMPACT NO.OF.RESPONDENTS PERCENTAGE
YES 22 22.4%
BASED ON NEED 32 32.7%
NOT MUCH 29 29.6%
NO 15 15.3%
TOTAL 98 100%

PERCENTAGE
35.00% 32.70%
29.60%
30.00%

25.00%
22.40%

20.00%
15.30%
15.00%

10.00%

5.00%

0.00%
YES BASED ON NEED NOT MUCH NO

INTERPRETATION:
From the above chart it is clear that 22.40 % respondents buy more
if there are discounts, 32.70 % respondents feel that it depends on need,
29.60 % respondents feel that it may not show much impact, 15.30 %
respondents feel that discounts has no impact.
TABLE-4.12: INFLUENCING FACTOR TO PURCHASE THUMS
UP
FACTORS NO.OF.RESPONDENTS PERCENTAGE
DISCOUNT IN PRICE 44 44.9%
INCREASE IN 28 28.6%
QUANTITY
OTHERS 26 26.5%
TOTAL 98 100%

PERCENTAGE
50.00%
44.90%
45.00%

40.00%

35.00%

30.00% 28.60%
26.50%
25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
DISCOUNT IN PRICE INCREASE IN QUANTITY OTHERS

INTERPRETATION:
From the above chart it is clear that 44.90 % respondents feel that
discount in price will influence them to purchase more, 28.60% feel that
increase in quantity influence them, 26.50 % respondents have some
other factors.
TABLE-4.13: PLACE OF PURCHASE
PLACE NO.OF RESPONDENTS PERCENTAGE
GENERAL STORE 15 15.3%
COOL DRINK SHOPS 46 46.9%
SUPER MARKETS 13 13.3%
RESTUARANTS 24 24.5%
TOTAL 98 100%

PERCENTAGE

RESTUARANTS 24.50%

SUPER MARKETS 13.30%

COOL DRINK SHOPS 46.90%

GENERAL STORE 15.30%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%

INTERPRETATION:
From the above chart it is clear that 15.30 % respondents are
preferring general stores, 46.90 % are preferring cooldrink shops, 13.30%
are preferring super markets, 24.50% are preferring restuarants to
purchase Thums up.
TABLE-4.14: MODE OF AWARENESS ABOUT THUMS UP
SOFT DRINK
MODE NO.OF.RESPONDENTS PERCENTAGE
TELEVISION 54 55.1%
SOCIAL MEDIA 18 18.4%
NEWS PAPER& 16 16.3%
MAGAZINES
POSTERS & BANNERS 10 10.2%
TOTAL 98 100%

PERCENTAGE
60.00%
55.10%

50.00%

40.00%

30.00%

20.00% 18.40%
16.30%

10.20%
10.00%

0.00%
TELEVISION SOCIAL MEDIA NEWS PAPER& POSTERS & BANNERS
MAGAZINES

INTERPRETATION:
From the above chart it is clear that 55.10% of the respondents are
aware of Thums up through television, 18.40% of respondents are
through social media, 16.30% are aware through news paper&
magazines, 10.20% of respondents are aware through posters & banners.
TABLE-4.15: IMPACT OF ADVERTISEMENTS ON PURCHASE
OPINION NO.OF.RESPONDENTS PERCENTAGE
NO 16 16.3%
NOT MUCH 27 27.6%
SOMETIMES 44 44.9%
YES 11 11.2%
TOTAL 98 100%

PERCENTAGE
50.00%
44.90%
45.00%

40.00%

35.00%

30.00% 27.60%

25.00%

20.00%
16.30%
15.00%
11.20%
10.00%

5.00%

0.00%
NO NOT MUCH SOMETIMES YES

INTERPRETATION:
From the above chart it is clear that 16.30% of respondents feel no,
27.60% of respndents feel not much, 44.90% of respondents feel
sometimes, 11.20 %of respondents feel yes towards impact of
advertisements on purchase.
TABLE-4.16: SATISFACTION LEVEL OF AWARENESS AND
PUBLICITY ACTIVITIES
SATISFACTION NO.OF.RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 8 8.2%
SATISFIED 57 58.2%
MODERATE 21 21.3%
DISSATISFIED 8 8.2%
HIGHLY DISSATISFIED 4 4.1%
TOTAL 98 100%

PERCENTAGE
70.00%

60.00% 58.20%

50.00%

40.00%

30.00%
21.30%
20.00%

10.00% 8.20% 8.20%

4.10%

0.00%
HIGHLY SATISFIED SATISFIED MODERATE DISSATISFIED HIGHLY
DISSATISFIED

INTERPRETATION:
From the above chart it is clear that 66.4% of the respondents are
satisfied, 21.3% respondents feel neutral, 12.3% respondents feel
dissatisfied with the awareness and publicity activities of Thums up.
TABLE-4.17: PREFERABLE ALTERNATIVES
ALTERNATIVES NO.OF.RESPONDENTS PERCENTAGE
SPRITE 54 55.1%
COKE 16 16.3%
MAAZA 18 18.4%
OTHERS 10 10.2%
TOTAL 98 100%

PERCENTAGE
60.00%
55.10%

50.00%

40.00%

30.00%

20.00% 18.40%
16.30%

10.20%
10.00%

0.00%
SPRITE COKE MAAZA OTHERS

INTERPRETATION:
From the above chart it is clear that 55.10 % respondents prefers
Sprite as an alternate to Thums up, 16.30 % prefers coke, 18.40% prefers
maaza, 10.20 % of respondents pefer other softdrinks as an alternate to
thums up.
TABLE-4.18: SORT OF IMPROVEMENTS THAT PEOPLE
WANT IN THUMS UP
IMPROVEMENT NO.OF.RESPONDENTS PERCENTAGE
BETTER TASTE 26 26.5%
MORE QUANTITY 28 28.6%
LESS PRICE 30 30.6%
OTHERS 14 14.3%
TOTAL 98 100%

PERCENTAGE
35.00%
30.60%
30.00% 28.60%
26.50%

25.00%

20.00%

14.30%
15.00%

10.00%

5.00%

0.00%
BETTER TASTE MORE QUANTITY LESS PRICE OTHERS

INTERPRETATION:
From the above chart it is clear that 26.50 % of respondents want
improvement in betterment of taste, 28.60% want more quantity,30.60 %
want less price, 14.30% of respondents want some other improvements.
TABLE-4.19: RATING ON AVAILABILITY
RATING NO.OF.RESPONDENTS PERCENTAGE
1 (LOW) 4 4.1%
2 5 5.1%
3 16 16.2%
4 51 52%
5 (HIGH) 22 22.4%
TOTAL 98 100%

PERCENTAGE

5 22.40%

4 52%

3 16.20%

2 5.10%

1 4.10%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

INTERPRETATION:
From the above chart it is clear that 32.70 % of respondents gave 5
rating, 52% gave 4 rating, 11.20% gave 3 rating, 0% gave 2 rating, 4.10 %
respondents gave 1 rating on availability.
TABLE-4.20: OVERALL SATISFACTION ON THUMS UP
SATISFACTION NO.OF.RESPONDENTS PERCENTAGE
LEVEL
HIGHLY SATISFIED 20 20.5%
SATISFIED 50 51%
DISSATISFIED 23 23.4%
HIGHLY DISSATISFIED 5 5.1%
TOTAL 98 100%

PERCENTAGE
60.00%

51%
50.00%

40.00%

30.00%
23.40%
20.50%
20.00%

10.00%
5.10%

0.00%
HIGHLY SATISFIED SATISFIED DISSATISFIED HIGHLY DISSATISFIED

INTERPRETATION:
From the above chart it is clear that 71.50% of the respondents are
satisfied, 28.50 % are dissatisfied with Thums up.
 Chi Square Test:
This test was developed by Prof. KARL PEARSON in 1900. The
statistical test in which the test satisfies follows a chi square distribution.
Therefore chi square test is a statistical test which tests the significance of
difference between observed frequencies and corresponding theoretical
frequencies of a distribution, without any assumption about the
distribution of the non parametric test in statistical work.

CHI-SQUARE ANALYSIS
GENDER/ MALE FEMALE TOTAL
SATISFACTION
SATISFIED 43 27 70

DISSATISFIED 15 13 28

TOTAL 58 40 98

Ho: The overall satisfaction is independent of GENDER towards Thums

up.
 OBSERVED EXPECTED O-E (O-E) * (O-E) [(O-E)*(O-
FREQUENCIES FREQUENCIES E)]/E
(O) (E)

43 41.42 1.58 2.4964 0.0602

27 28.57 -1.57 2.4649 0.0862

15 16.57 -1.57 2.4649 0.1487

13 11.42 1.58 2.4964 0.2185

0.5136

Table: Computing the Calculated Value of Chi-Square for the given

variables

Calculated CHI SQUARE value: 0.5136

Degree of freedom: (r-1) (c-1)
= (2-1) (2-1)
= 01

INFERENCE:
As the calculated chi-square value (0.5136) is less than the table value
(3.841) at 1 degree of freedom & 5% level of significance.
So, we accept the null hypothesis.
Hence we conclude that the overall satisfaction is independent of
GENDER towards THUMS UP cool drink.
 CHAPTER-5
FINDINDS, SUGGESTIONS
 FINDINGS
• It is clear that 59.2 % respondents are MALE ,40.8 % are FEMALE respondents.

• It is clear that 69.40 % respondents are of 15-25 years age group, 20.40 %
respondents are of 26-35 years age group, 8.20 % respondents are of 36-45
years age group, and 2 % respondents are above 45 years.

• It is clear that 19.39 % respondents drink for taste, 53.06 % respondents drink
for refreshment, 9.18 %respondent are interested in style, 13.27 % respondent
drink for thrist, 5.10% respondents drink for other factors.

• It is clear that 12.30 % respondents are drinking THUMS UP daily , 35.70 %

respondents drink weekly, 26.50 % respondents drink twice in a month ,
25.50 % respondents drink once in a month.

• It is clear that 27.60 % respondents prefer while watching movie, 19.40 %

prefer while eating, 35.70 % prefer with friends , 17.30 % prefer THUMS UP
for other reasons.

• It is clear that 37.70 % respondents are preferring Glass bottles , 50 % are

preferring Plastic bottles , 12.30 % are preferring Tins (cans).

• It is clear that 43.90 % respondents are satisfied with bottles shape,

4.10 % are not satisfied with bottle shape, 52 % respondents feel
bottle shape doesn’t matter.

• It is clear that 61.20 % respondents prefer 200ml, 23.50 % prefer

500ml, 8.20 % prefer 1.25lit, 7.10 % respondents prefer Thums up
2.25lit bottle.

• It is clear that 15.30% of respondents are highly satisfied, 45.70 %

are satisfied , 25.60 % are dissatisfied, 13.40% respondents are
highly dissatisfied by price.
• It is clear that 61.20% respondents agreed that Thums up is a
healthy drink, 38.80% of respondents disagreed.

• It is clear that 22.40 % respondents buy more if there are discounts,

32.70 % respondents feel that it depends on need, 29.60 %
respondents feel that it may not show much impact, 15.30 %
respondents feel that discounts has no impact.

• It is clear that 44.90 % respondents feel that discount in price will

influence them to purchase more, 28.60% feel that increase
quantity influence them, 26.50 % respondents have some other
factors.
• It is clear that 15.30 % respondents are preferring general stores,
46.90 % are preferring cooldrink shops, 13.30% are preferring super
markets, 24.50% are preferring restuarants to purchase Thums up.

• it is clear that 55.10% of the respondents are aware of Thums up

through television, 18.40% of respondents are through social media,
16.30% are aware through news paper& magazines, 10.20% of
respondents are aware through posters & banners.

• it is clear that 16.30% of respondents feel no, 27.60% of

respndents feel not much, 44.90% of respondents feel sometimes,
11.20 %of respondents feel yes towards impact of advertisements
on purchase.

• it is clear that 66.4% of the respondents are satisfied, 21.3%

respondents feel neutral, 12.3% respondents feel dissatisfied with
the awareness and publicity activities of Thums up.
• It is clear that 55.10 % respondents prefers Sprite as an alternate to
Thums up, 16.30 % prefers coke, 18.40% prefers Maaza,10.20 % of
respondents prefer other soft drinks as an alternate to Thums up.

• It is clear that 26.50 % of respondents want improvement in

betterment of taste, 28.60% want more quantity,30.60 % want less
price, 14.30% of respondents want some other improvements.

• it is clear that 32.70 % of respondents gave 5 rating, 52% gave 4

rating, 11.20% gave 3 rating, 0% gave 2 rating, 4.10 % respondents
gave 1 rating on availability.

• It is clear that 71.50% of the respondents are satisfied, 28.50 % are

dissatisfied with Thums up.
SUGGESTIONS:
 QUESTIONNAIRE
CUSTOMER SATISFACTION SURVEY ON THUMS UP

Name: Gender:
Age: Occupation:
1. Do you drink THUMS UP?
[ ] YES [ ]NO
2. How often do you drink THUMS UP?
[ ] Daily [ ] Weekly
[ ] Twice in a month [ ] Once in a month
3.Purpose of drinking THUMS UP?
[ ] Taste [ ] Refreshment
[ ] Style [ ] thirst
[ ] Others
4.When do you prefer THUMS UP mostly?
[ ]While watching movies [ ] In restaurants
[ ] With friends [ ] Others
5.Which bottle do you prefer the most?
[ ] Glass [ ] Plastic
[ ] Tetra pack [ ] Tins (can)
6.Are you satisfied with bottle shape of THUMS UP?
[ ]YES [ ]NO [ ]DOESN’T MATTER
7.Which quantity do you prefer the most?
[ ]200ml [ ]500ml [ ]1.25lit [ ]2.25lit
8.How satisfied are you with THUMS UP price (rs)?
[ ]1 [ ]2 [ ]3 [ ]4 [ ]5
9.Will discount on combo packs impact your purchases?
[ ] YES [ ]Based on need [ ] Not much [ ] NO
10.Which factor influence you to purchase more?
[ ] Discount in price [ ] Increase in quantity
11.Where do you purchase THUMS UP?
[ ] General stores [ ] Cooldrink Shops
[ ] Super markets [ ] Restuarants
12.According to you THUMS UP major source of awareness is?
[ ] Television [ ] Social media
[ ] News & Magazines [ ] Posters & Banners
13.Which influence you more to prefer THUMS UP?
[ ] Discount in price [ ] Increase in quantity [ ] Others
14.Is there any impact of advertisements on your purchases ?
[ ] No [ ] Not much [ ] Sometimes [ ] Yes
15.Your rating on THUMS UP awareness and publicity activities?
[ ] Highly satisfied [ ] Satisfied
[ ] Dissatisfied [ ] Highly dissatisfied
16.Which soft drink you prefer if THUMS UP is not available?
[ ]Sprite [ ] Coke
[ ] Maaza [ ] Pepsi
[ ] Others
17.What sort of improvements would you like to have in THUMS UP?
[ ]Better taste [ ] Increase in quantity
[ ] Less price [ ] Others
18.what is your rating on availability of THUMS UP ?
[ ]1 [ ]2 [ ]3 [ ]4 [ ]5
19.What is your overall rating on THUMS UP ?
[ ]1 [ ]2 [ ]3 [ ]4 [ ]5
20.Would you like to give any suggestions and feedback on THUMS UP ?
_____________________________________________________________________
_____________________________________________________________________
___________________________________________________
 BIBLIOGRAPHY
TEXT BOOKS:
➢ Philip Kotler, ” Marketing management ”, Pearson Education,
Edition-12

➢ CR Kothari , Gaurav Garg , ”Research Methodology” ,

New age international publishers Edition -4

WEBSITES:
WWW.Scribd.com
WWW.Cocacolacompany.com
WWW.ThumsupWikipedia.com
WWW.Timesofindia.com